Gamification What is it? Is it right for your business? Examples Social & Casual Gaming in EU Marketing tactics Gamification right for business? Ways to Gamify Your FB Marketing

1. Gamification to get the message
across
Meeting @ Be-Connect.eu
@ogillin – 07/2012

2. Gamification
What is it?
Is it right for your business?
Examples
Social & Casual Gaming in EU
Marketing tactics
Ways to Gamify Your FB Marketing

3. Gamification
“Marketing tactics within gamification are the incentives that
drive the audience to move towards your strategic goal,
which can be to create awareness, make sales or identify
new leads. The point is not to make a game but to
incorporate game mechanics into a marketing effort.”
Gartner’s 4 drivers of engagement via gamification
Accelerated feedback cycles
Clear goals and rules of play. (clear goals and well-defined rules of
play to ensure players feel empowered to achieve goals.)
A compelling narrative that engages to participate and achieve the
goals
Tasks that are challenging but achievable.
Gartner report, by 2015, more than 50% of organizations managing innovation will gamify their processes.

4. Gamification Theory
Human needs*
Reward, status, Achievement, Self Expression,
Competition, Altruism
Self-determination theory (SDT): Competence,
Autonomy, Relatedness
Game Mechanics*
Points, Levels, Challenges, Virtual Goods and spaces,
Leaderboards, Gifts and Charity
Overall Goal: Engagement
Gamification is a Tool to teach, persuade, motivate
people
See in Appendix summary of Dustin DiTommaso deck “Beyond Gamification”

5. Gamification right for business?
1. Consider Why You Want to Gamify
2. Identify your users
3. Frame goals and objectives
4. Identify Necessary Skills and Actions
5. Consider Various Lenses of Interest
6. Outline Desired Outcomes
7. Play and Polish (test)
EVOLUTION:
Games are motivation engines
Functional ->…-> Pleasurable -> Meaningful
Dustin DiTommaso (@DU5TB1N), 7 steps framework

6. Step 1: Why Gamify?
CRITICAL STAKEHOLDER QUESTIONS:
What is the main reason for Gamifying your product
/ service?
How does it benefit the user?
Will they enjoy it?
BUSINESS QUESTIONS:
What are the goals of the business?
How do you get the users to fulfill those goals
What actions do you want your players to take?
Dustin DiTommaso, @DU5TB1N

7. Examples of Gamification tactics
Foursquare—badges, rewards Nike—achievements, badges,
Xbox Live—achievements, leaderboards challenges, rewards
CheckPoints—virtual currency, rewards Buffalo Wild Wings—trivia,
ShopKick—virtual currency, rewards, contests challenges
Gowalla—badges, pins Microsoft—achievements, contests
GetGlue—rewards American Airlines—progress bar
LinkedIn—progress bar
SalesForce—leaderboard, achievements, Other Non-game contexts:
leveling Fitness: zombiesrungame.com
Mint—achievements, progress bar Finance: readyforzero.com
Hallmark—FB credits, virtual goods, gifting, Commerce: stickybits app
sharing Fundraising: kickstarter
Starbucks—leveling, rewards

8. Social & Casual Gaming in EU7*
31% of 175m Hrs/day, 16% of €16.5bn
100m players (18% social, 50% social & casual), 18m payers
Mobile: 70m (+15% YOY)
Demographics: 48% 21-35, 65% male
FR BE
Active Gamers 24m 4.2m
Mobile 13m (55%) 1.9m (48%)
Social network 11m (46%) 2.2m (63%)
Fun facts - 16% of time spent on social g. - 47k paying female mobile
- 940k multiplayer gamers gamers like sports
reached by M6 - Casual 63%, console 60%
Top Social Developers Telaxo, Kobojo, Ubisoft, IsCool E.
EU=UK,DE,FR,ES,IT,NL,BE - Newzoo Trend Report: Casual Social Games - February 2012

9. Marketing with Social Gaming
Online
75% gamers respond positively to in-game ads
25% of gamers click on in-game ads
Virtual branded goods
Offline using mobile
Check-ins (foursquare)
Entertainment check-ins (GetGlue, Miso, IntoNow)

10. Virtual branded goods
$12bn World Virtual Goods market
Key to Brand introduction
Provide the player with a benefit (comp. Adv)
Branded stadium in football game (more seats)
Fit and enhance the experience
Famous sheep character in a farm game
Benefits:
Increased monetization, people pay more for a branded goods
Increased engagement, because users spend more time in a game with brands
they recognise and feel attached to
Enhanced marketing value: including brands in your marketing can increase
customer acquisition by 30 to70 percent and provide access to significant new
markets

11. Ways to Gamify Your FB Marketing
Know Your Audience and Funnel
Run a contest/challenge
Scoring, Ranking, Progression levels
Design Gamified Challenges
Don’t build it yourself

12. Appendix
• Steps of Gamification for your business

14. Step 2: User Profile
• RESEARCH INSPIRES DESIGN
– Who are your players?
– What are their needs and goals?
– Why are they Playing?
– What’s holding them back from achieving their potential?
– Is it lack of volition or lack of faculty?
– What is their Primary Play Style? (Solo, Competitive,
Cooperative)
– Who are they Playing With?
– What Social Actions do they find enjoyable – and why?
– What Metrics do they care about?
Dustin DiTommaso, @DU5TB1N

15. Step 2: User Profile
• MOTIVATIONAL DRIVERS
– ACHIEVEMENT of goals <–OR–> ENJOYMENT of experience
– STRUCTURE and guidance <–OR–> FREEDOM to explore
– CONTROL of others <–OR–> CONNECT with others
– SELF-INTEREST in actions <–OR–> SOCIAL INTEREST in
actions
Dustin DiTommaso, @DU5TB1N

16. Step3: Goals and Objectives
• THE HERO’S QUEST...
– The Long Term Goal must be compelling & fairly difficult to
achieve.
Can be Mastery of New Skill, A New Habit, An Achievement, A
Title or any other pinnacle of personal growth.
• ONE STEP AT A TIME
– What must players accomplish in order to reach the ultimate
objective?
How can you break the journey up into discrete and satisfying
challenges that push your players and help them improve?
• DESIRE TO INSPIRE
– Figure out a way to make long-term and short-term goals as
exciting and aspirational as possible. Go for the Glory.
Dustin DiTommaso, @DU5TB1N

17. Step 4: Skills and Actions
MAKING LISTS IS A SKILL
Consider what abilities are necessary to succeed in the endeavor.
Make a skills list, of ALL the things you can think of that are relevant to your
game across the following categories:
– PHYSICAL SKILLS (walking, running, typing, using a chef's knife)
– MENTAL SKILLS (pattern recognition, memory, spatial logic, organization)
– SOCIAL SKILLS (presentation, conversation, meeting new people)
TRACK AND MEASURE
• Choose skills that have long learning curves and can be developed over
time.
• Break longer mastery arcs into smaller nested skill-chains
• Are the skills you are considering measurable? How might you make them
measurable? (monitoring/technology dependent?)
Dustin DiTommaso, @DU5TB1N

18. Step 5: Look through lenses of interest
(VIVA LA RESISTANCE! )
• COMPETITION TYPES: Player v Player, Player v System, Self-Directed
• TIME PRESSURE: Relaxed explorative play or brash tactics get things done
play.
• SCARCITY: Scarcity can add a level of challenge and strategic gameplay.
• PUZZLES: Problems that promise the existence of a solution.
• NOVELTY: Change presents a new set of challenges and patterns to
• Master LEVELS: Telegraph progress, ability and access & Provide Roadmap
of Progress
• SOCIAL PRESSURE/PROOF: The herd must be right
• TEAMWORK: Can also be resistance when we need to work with others
• CURRENCY: Anything that can be exchanged for something of value will be
sought
• RENEWALS & POWER-UPS: ‘Unstick’ player & redirect from dead-ends.
Dustin DiTommaso, @DU5TB1N

19. Step 6: Desired outcome
FEEBACK, REWARDS & RESULTS
Positives include both tangible and intangible rewards such as
moving up a level
Negative might be starting a challenge over.
Outcomes can be contingent or scheduled. Players can trigger an
outcome based on specific action they take or based on a time
frame within the game.
EPIC WIN!
The Ultimate Objective (Epic Win!) may take weeks, months, years
to achieve but along the way players need to see and feel
incremental successes and failures.
Dustin DiTommaso, @DU5TB1N

20. Step7: play-test & Polish
PLATFORMS ARE NEVER DONE
– What's working / What isn't?
– What have you not considered?
– Is the game personal enough for your players?
– Do they feel that it's tailored to their own unique
– personality and desires?
– Are you tapping into Player Experience needs of
Competence, Autonomy, & Relatedness?
– What is going to keep it interesting in 10 weeks time? In 8
months time?
– When player reach the Epic Win! it's time to go back to
the drawing board.
Dustin DiTommaso, @DU5TB1N

21. Step X: summary
• EVOLUTION
Games are motivation engines.
• Opportunities are ripe to evolve
“gamification” past shallow
extrinsic motivational tactics
and towards a more balanced
“gameful design”.
• Since video games are designed
with the primary purpose of
entertainment, shouldn’t they
be able to make other non-
game products more enjoyable
as well?
Goal is to go from functional to
enjoyable and meaningful
Dustin DiTommaso, @DU5TB1N

22. Social/Casual gaming
• Metrics
– Installed based: “monthly active users” or MAU
– % paying users
– Amount paid per user
• Business model:
– Freemium
– Charging to play at the outset (New)
– Gambling (New)
• Betable (UK) allow real-money gambling on games
• Marketing tactics
– Advertising (In-app ads)
• Honda CR-Z in Car Town
– Gamification
• Leaderboard style w/ points, rewards when sharing content
• Unlock new content (e.g. Rihanna UNLOCKED)
– Funding Charities

23. • Examples:
– Awareness > Century21 virtual goods in MyCity
– Image > custom-branded FB games w/ charitable
twist
– Engagement > USA Network’s Psych game of
sharing content to get virtual/real gifts
– Awareness > NYC Library mobile game: scan bar
code + answer questions like a quest
– Engagement/empowerment > Expedia Friendtrip
needs you to like + 5 friends to get a free trip

24. Misc.
• 5 Reasons Why Facebook Timeline Hurts
Brands
• Green Giant and Farmville: redeem branded
voucher online when purchased goods offline
• Gamification of call centers
• BBC timeline: Wimbledon, Olympic streaming