This is a presentation I made at Mobile Monday Melbourne on 15 October 2012. The key takeaway is that gamification is an important tool in mobile applications, but it needs to be used creatively and strategically.

1. Mobile Gamification
MobileMondayMelbourne
15 October 2012

2. Gamification: game elements that drive
engagement and interaction in non-game
contexts
Gamification: is a process not a set of
features
Design is everything

3. Common game mechanics
for mobile apps
• Leaderboards
• Badges
• Contests
• Challenges
• Achievements
• Social graph
• Location-based
• Reputation

4. The brain on digital games
(Re-Mission Game: Stanford University & Hope Labs 2006-2012)
1
2
3
1. Learning & memory system; feedback processing; emotion
2. Sensory & motor signals; regulate consciousness & alertness
3. Spatial navigation; consolidate short term memory to long term

5. The business of
mobile gamification
• Engagement
• Call to action
• User retention
• Data driven
• M-commerce
• Advertising
• Sponsored rewards
• Branded virtual items
• Loyalty cards

6. Empower your users to do great things.
Kathy Sierra

7. Empower through engagement
Activity
with + Building
+ Social
= 46% higher
skills graph
purpose retention
Fun = 16% higher retention
25% increase in-game expenditure
in real/virtual goods and services

8. Average human attention span in gameplay
2000 2012
12 minutes

9. Implications for mobile apps?
2000 2012
12 minutes 5 seconds

10. Creating passionate users Kathy Sierra

11. Example 1:
1
Starbucks
2
Customer experience
1. Onboarding
2. Rewards
5 3
3. Levels
5
4. Customisation
5. Gifting
4
1

12. Example 2: McDonalds channel to market
Play an imbedded word
scramble game to:
* engage
* raise awareness
* try product

13. Example 3: Mint
1. Missions
2. Progress bars
3. Customisation
4. Achievement

14. Example 4: Zombies RUN!
1. Missions
2. Story / Narrative
3. Progress bars
4. Achievement
5. Collection
6. Geo-location

15. Example 5: The gamification of sex
Novelty Achievement Social media integration
(Rhythm, Sound, Duration)
Fun Real world reinforcement
Social graph

16. The G-Spot for mobile
• Empower users
• Solve a problem
• Match to your business model
• Tailored for your market
• Integrated strategy
• Testing and iteration

17. Is your mobile business ready for gamification?

18. Thank you!
Marigo Raftopoulos | marigo@strategicgameslab.com | www.strategicgameslab.com
Twitter: @marigo | blog: http://talesfromthecasbah.blogspot.com