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Gamification 101Why games are becoming a key marketing tool@nathannmiller - Insight Curator,[object Object]
© Crayon 2010,[object Object],Gamification is an increasingly important marketing method which seeks to effectively engage customers and influence their behaviour through game structures and mechanics.,[object Object],It takes advantage of our psychological tendency to engage in games. As a technique it is mainly used to encourage people to engage in behaviours they might ordinarily find boring;,[object Object],shopping,  completing surveys, or reading websites.,[object Object],What is gamification?,[object Object]
© Crayon 2010,[object Object],Though game mechanics like adding levels, points or rewards have been used in customer loyalty programmes for many years, it is only now with such behavioural data explosions, that we can really begin to harness the power of games effectively.,[object Object],Gaming culture has become universal…,[object Object],Why is gamification important now?,[object Object]
© Crayon 2010,[object Object],Games are the most engaging medium around:,[object Object],- Games change people’s behaviour and mindstates because they are so engaging; while playing in isolation, games have relieved burns victims of their pains, more than any other medium. ,[object Object],- Some online games have had to introduce ‘fatigue systems’ which give less      points the longer your play or offer double points for taking a breaks, as some gamers were developing damaging addictive compulsions to play. ,[object Object],- Games can get people engaged in eating healthily, Xtreme Xrunch Kart is a racing game that takes the speed of the vehicle from the crunch sound of eating carrots.,[object Object],- There are more than 10 millions gamers in the UK each playing more than 20 hours a week – that’s more than a part-time job! ,[object Object],Universal Gaming Culture - Why games?,[object Object]
© Crayon 2010,[object Object],Social media is a part of gamification; the social gaming market is  worth billions already.,[object Object],Consoles have infiltrated the mainstream. ‘Every new device ends up being a gaming device.’,[object Object],Hacks of the Xbox Kinect have crossed over into many different mediums beyond gaming, which will only continue given Microsoft have now released an official software development kit :,[object Object],Digital shadow puppetry. Invisibility. Quadrocopter radar. Shopping accessibility. ,[object Object],There are plenty of gamificiation creative executions, both brand-led and hacker-led, taking place right now…,[object Object],Universal Gaming Culture – Beyond Games,[object Object]
© Crayon 2010,[object Object],There are lots brand examples out there…,[object Object],McDonalds,[object Object],Toyota,[object Object],Nike,[object Object],VW,[object Object],Coca-Cola,[object Object],Heineken,[object Object],Mini,[object Object],Brands Using Gamification,[object Object]
© Crayon 2010,[object Object],A clever Foursquare hack recently turned New York into a giant game of Risk. ,[object Object],There are many new location-based technologies (here, here and here) that have the potential to engage people further.,[object Object],Maybe we could create a location-based game in London of Monopoly using Oyster card game Chromorma and Foursquare? ,[object Object],Hackers Using Gamificiation?,[object Object]
© Crayon 2010,[object Object],There are different kinds of game mechanics that can be introduced into marketing campaigns:,[object Object],Achievements ,[object Object],Flowing Information,[object Object],Combos,[object Object],Countdowns,[object Object],Levelling Up,[object Object],Community Collaboration,[object Object],There are lists here and here. ,[object Object],So what are game mechanics?,[object Object]
© Crayon 2010,[object Object],Merely adding game mechanics to marketing campaigns does not make good gamification.  ,[object Object],All games are different so there aren’t necessarily mechanics that you can apply to all games that will make them engaging. Winning badges for everything doesn’t work. ,[object Object],The mechanics chosen need to come from how it feels to play. Games that don’t focus on gameplay don’t work. ,[object Object],Designing good games should be based on the Four M’s of Game Structure:,[object Object],Mystery;,[object Object],Mastery;,[object Object],Membership;,[object Object],Meaning.,[object Object],Do game mechanics make good games?,[object Object]
© Crayon 2010,[object Object],Mystery is all about exploration-based learning at the beginning of a game.  It involves learning about the game environment, rules and goal via exploration challenges. ,[object Object],Mystery should compel us to play by asking – Where am I? What’s the story? Why do I want to progress? ,[object Object],To gain a sense of Mystery games need: ,[object Object],1) A goal. 2)  Rule.  3) Increasing difficulty.  4) Voluntary participation.,[object Object],In short, Mystery is about creating new worlds for us to discover; exploration; designing in flow and giving us the initial urge to want to master the game. ,[object Object],Four M’s of Game Design - Mystery,[object Object]
© Crayon 2010,[object Object],This is the step up from Mystery, once we’ve understood the game world and want to continue to play and participate.,[object Object],Mastery is about challenge-based learning through capturing moments of attention, elongating them and repeating interactions to strengthen involvement. The aim is to achieve flow from matching skills to satisfaction. ,[object Object],Three techniques can make in-game challenges fun and engaging:,[object Object],1) Collecting Tasks. 2) Graduated hurdles and enemies. 3) Random rewarding.,[object Object],The Mastery urge emerges when challenges are achievable but an improvement of skill is needed. Mastery is never totally out of reach. ,[object Object],Four M’s of Game Design - Mastery ,[object Object]
© Crayon 2010,[object Object],This is where social media can fit in particularly  well…,[object Object],To understand Membership, it’s often useful to look at the opposite: exclusion, alienation, being an outsider and how the resulting feelings drive human behaviour.  ,[object Object],Membership is largely about inclusivity and exclusivity as well as defining the boundaries of identity in a given group. ,[object Object],The Mac and PC advertising that Apple used for a number of years is an example of these boundaries – it creates vitriolic feelings between members of the two groups. ,[object Object],Four M’s of Game Design - Membership,[object Object]
© Crayon 2010,[object Object],Meaning in game structure is derived from the goal of the game, or what impact the game has beyond itself in the player’s life. Different games have different meanings.,[object Object],Some games are typified by being difficult. They require the player to acquire acute skills and punish them for not doing this – even the language can be punishing; ‘lives’ and ‘game over’.  ,[object Object],Casual games, which are becoming increasingly dominant don’t require skills but rather time and often currency. These games take their meaning from status. ,[object Object],Individuals must be able to derive meaning for               themselves from a game. ,[object Object],Four M’s of Game Design - Meaning,[object Object]
© Crayon 2010,[object Object],All good stories need a good dramatic structure, in a beginning, middle and end.,[object Object], Similarly good game design needs the Four M’s of Mystery, Mastery, Membership and Meaning. ,[object Object],Using these structures to evaluate gamificiation will increase levels of engagement in marketing campaigns and will ultimately influence customer behaviour. ,[object Object],Going Forward With Gamification…,[object Object]
© Crayon 2010,[object Object],For further reading…,[object Object],[object Object]

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Gamification 101 - Why games are becoming a key marketing tool