Presented at Web Wednesday in Ho Chi Minh City on January 23, 2013. My speaking notes added to the bottom of each slide.

1. Gamification for Marketing
Applying gaming mechanics to drive
engagement & retention
January 23, 2013
Rita Nguyen
@moodyrain www.moodyrain.com
Using gaming mechanics to get people to play and keep them playing
“mechanics” are the tools and hooks we use

2. Tens of millions of people pay money to play

3. Also, games are fun!
It really just comes down to that

4. Just remember that
“fun” is different for
everyone
So if it’s different for everyone, how do you make your game fun?

5. It really is just about psychological motivations

6. Status
Challenge
Compete
Cooperate
Reward
Respect
People have all kinds of psychological motivations when playing games, let’s focus on 3

7. Achieve
Explore Surprise
These are the ones I chose specific for marketing, let’s hit one at a time

8. Achieve
Humans value something more if they have to work for it - don’t give it away for free
Doesn’t have to be hard so be careful of too many barriers to entry

9. Challenges
Create challenges for them to complete and goals to reach
Example: Add a timer when you are washing dishes
Example: Radio shows do song of the day

10. Puma Mexico had a timed shopping experience

11. Progression
If you’re going to give them a goal - light the way to clear completion of task
How to get to the next level, what you get, why do you want to keep going
Example: Starbucks coffee card - buy 5, get one free. Super low tech. Gamification doesn’t
have to be really tech heavy

12. Explore
We are innately curious creatures, work with that

13. Cascading Information Theory
Give them a little bit, tease them to want more
Simple at first - unlock more as you progress
Example: Emails with just hints, not the full article
Example: YouTube trailers and pre-roll

14. Discovery
Give them things to look for - hidden or not. Easter eggs are a huge driver in games.
Ask them to look for something -- a joke, an image, a clue, trivia, anything -- to keep them engaged to the point at which they take some sort of
meaningful action with your content.

15. Discovery
Jay-Z launched memoir - Decoded by printing pages in the most unexpected places

16. Surprise
Sega Master System easter egg
Surprise & delight your customers, give them something they are not expecting
Make them feel good - this is supposed to be fun!

17. Juicy Feedback
Now, strong, amped-up feedback on minimum input is one reason for the enjoyability of casual games such as »Peggle«. Seeing lots of
flashes, bolts, a rainbow, and listening to »Freude schöner Götterfunken« when finishing a »Peggle« level – it just feels good. It‘s what
Make them feel good...like they’ve»juiciness« of a game. Andsomethingjuicy. (Source, Source)
game designers call »juicy« feedback or the accomplished »Peggle« is very
Example: Xbox achievement unlocked sound
Example: Micro-win (produce of the day)

18. Rewards & Bonuses
People love free stuff!
Example: Host a webinar and whoever tweets the webinar's hashtag the most gets a free ticket to an event
Example: My coke rewards

19. Points
Progress bar
Meaningful reward

20. Key Takeaways
Know your player and their motivations
Make them work for it
Light the way with clear progression
Reward your player
Make it fun!

21. Questions?
Rita Nguyen
@moodyrain www.moodyrain.com

22. Resources
• www.gamification.org/wiki/Gamification_of_Marketing
• www.gamification.co
• gamify.com
• gamification.org