Gamification of Higher Ed Web Marketing

1. Gamification of College
Web Marketing
Bryan Fendley

3. Related Article for This Workshop
Gamification for #highered: fad or future?

4. GAMES AND SOCIETY
Games are pervasive technology

5. Something New?
• Gaming culture has been considered a part of
life as early as 5000 years ago.
Voorhies, B. (2012). Games ancient people
played. Archaeology, 65(3), 48-51.

6. Generation “G”
“Games are the norm for people born after
1971”.
“Gamification is as important as social and
mobile”
http://en.wikipedia.org/wiki/Bing_Gordon

7. Photo used under Creative Commons from:
http://www.flickr.com/photos/seandreilinger/

8. STATS
The numbers don’t lie

9. Photo used under Creative Commons from:
http://www.flickr.com/photos/sapromo/

10. Game Stats
• 97% youth play games
• 40% gamers are women
• Average game player is 35 years old and has
been playing for 12 years
Entertainment Software Association’s annual study of game players
http://www.theesa.com/facts/gameplayer.asp

11. Gamification vs Video Games
Photo used under Creative Commons from:
http://www.flickr.com/photos/curiousexpeditions/
Photo used under Creative Commons from:
http://www.flickr.com/photos/dcmetroblogger/

12. What is gamification?
The application of game mechanics to
non - game things.

13. Hallmarks
of
Gamification
• Badges
• On boarding
• Challenges and quests
• Social engagement
Game Mechanics defined by Gabe Zichermann in his book “Gamification by Design”

14. THE BIG THREE

15. Photo used under Creative Commons from:
http://www.flickr.com/photos/lesterpubliclibrary/

16. Photo used under Creative Commons from:
http://www.flickr.com/photos/cliph/

17. Photo used under Creative Commons from:
http://www.flickr.com/photos/camknows/

18. OTHER GAMIFICATION MECHANICS
Points
Leader boards
Incentives
Check ins
Recognition
Countdowns
Discovery
Bonuses
Loss Aversion
Leveling up
Timers
On boarding

19. WORDS ASSOCIATED WITH GAMIFIED
MARKETING
1. Time spent with brand
2. Word of mouth
3. Persuasion
4. Content creation
5. Loyalty
6. Interaction
7. Involvement
8. Influence
9. Engagement
10. Social

20. 20
BARTLE’S PLAYER TYPES
– Achievers
– Explorers
– Socializers
– Killers

21. Boss battles
Progression loop

22. Flow
challenge
skill From Flow: The Psychology of Optimal Experience
Mihaly Csikszentmihalyi

23. Conditions of flow
• Clear goals
• Immediate feedback
• Skills match challenge
• Deep concentration
• Problems forgotten
Gregory, E. (2008). Understanding Video Gaming’s Engagement: Flow and Its Application to Interactive Media.
Media Psychology Review. Vol. 1(1)
• Control is possible
• Self-Consciousness
disappears
• Altered time
• Intrinsically rewarding

24. FOG MODEL
Triggers are easy.
Motivation can be over emphasized.
Ability is the low hanging fruit, make it easy for
users to respond.
Fogg, B. J. Persuasive technology,
using computers to change what we think and do.
San Francisco: Morgan Kaufmann, 2003. Print.

25. COMPETITION
According to psychologist John Houston
competition isn’t always best. Catering to
competitive people will alienate the cooperative
people.
Duggan, Kris, and Kate Shoup. Business gamification for dummies.
Hoboken, N.J.: Wiley ;, 2013. Print.

26. LEGAL CONSIDERATIONS
• Unfair or deceptive marketing practices
• FTC guidelines on endorsements
• Location based services
• Gambling and legal status of virtual goods
• COPPA
• Spamming
McHale Robert Navigating Social Media Legal Risks,
Que publishing, 2012.

27. Companies
Badgeville
Bigdoor
Bunchball
SCVNGR
Punchtab
Leaderboarded
TeamPlay
CrowdTwist
UserInfuser (open source)
Mozilla Open Badges (open source)
Open Leaderboard (open source)

28. Plugins
Wordpress
Captain Up
Kazooky Loyalty
WordPress Quest
Joomla
Facebook Media Voting Application
ITPrism/GamificationPlatform

29. REAL WORLD EXAMPLES
• Nike Plus
• LinkedIn
• Frequent Flyer Miles

30. COLLEGE EXAMPLES

31. Southern California’s “Reality”

32. Brigham Young University

33. Penn State Alumni Challenge

34. Penn State Alumni Challenge

35. GAMIFICATION ROADMAP
Who is your audience?
What’s your marketing objective?
What behaviors do you want to influence?
What’s the games objective?
What game mechanics will you use to influence behavior?
How will you reward players who exhibit desired behaviors?
What scoring mechanism will you use in order to determine rewards?
What are the rules of the game?
Do you need a Terms of Service Agreement?

36. Thank You!
Bryan Fendley
Director of Academic Computing
University of Arkansas at Monticello
fendley@uamont.edu
Blog: http://gamedlearning.com
Twitter: @gamedlearning