Oklahoma City Public Relations Society of America Chapter Professional Development presentation on #Gamification and how to integrate this relatively new technique into marketing, advertising and PR campaigns to drive user behavior and actions through engaging experiences. By: Ralph J. Davila, APR

1. Survival of the Fittest
The Biggest “Game” Will Win
Photo Credit: Andrew Zuckerman
Ralph J. Davila, APR
@rjdavila

2. Gami… what?
Gamification is a business
strategy which applies
game design techniques to
non-game experiences to
drive user behavior.
Source: http://www.gamification.org/

3. Thought Leaders Define
Courtesy of www.myMyEnGaming.com

4. M2 Research
reports that
Gamification
will be a $2.8
billion industry
by 2016
Source: http://www.gamesindustry.biz/articles/2012-05-21-gamification-market-to-reach-USD2-8-billion-in-2016
A Growing Industry

5. Non-Game Experiences

6. The Shift to Games
How do we take these
non-game experiences to
the next level?
… Games!

7. Games? Really?
Photo Credit: SmokyFontaine.com

8. Cyber Psychology
Cognitive neuroscientists at
the University of Rochester in
New York found… games give
players' brains plenty of
practice for making decisions
in the real world.

9. Video Games Engage!
People experience 5 things when
playing video games:
1. Seek Novelty
2. Challenge Yourself
3. Think Creatively
4. Do Things the Hard Way
5. Network
Content Source: Gabe Zichermann

10. Source: http://www.knewton.com/gamification-education/

11. Game Techniques DO Work!
 “Increase in
engagement and
learning from
video games…”
Why?
Content Source: Gabe Zichermann
“Because
they’re FUN!”

12.  Your audience is online!
 They seek information on websites,
hand-held devices, tablets, etc.
 Savvy consumers look for – tech data,
peer reviews and brand guidance to
direct their purchase decisions
Why Should I Care?

13. Via the Green Book Blog

14. The Founders

15.  Being engaged, included and
receiving incentives!
 Motivate players with
virtual gifts; e.g., flowers,
badges.
 Bragging rights motivate!
 Recognition by peers
What Motivates People?
Sara just got
ousted! Oh ya!

16. Key Motivators

17. Gamified Examples

19. Perrier: 1st Person Game

20. Use of Gamification
 This is a “Life Simulation” Game
 Gaming Similarities: The Sims
 You’re living and controlling people online to
achieve a GOAL = ACTION (Buy, Sign Up, Click
Link, etc.)

21. Goal
 Celebrate 150th Anniversary by combining
“brand entertainment with gaming”
 Experience the lives of 60 different people to
find five clues and find the special hidden
Perrier bottle (Engagement driven!)
 If you find it, you’re entered in a
sweepstakes for a chance to win a trip for
two to Carnival venues around the world and
Paris…

23. OKC Zoo: On-Location Games
 Kid’s safari game that takes place on the
zoo grounds (Mobile)
 Uses QR codes for mobile devices to access
clues (photos) scattered throughout zoo
 The incentive? Guess the answer, win
various prizes!
 Tied to social media (Facebook Page)

24. Use of Gamification
 Uses trivia to engage children to learn
and experience the zoo in a whole new
light!
 Trivia questions and answers change
weekly
 Engages the persistence, attention to
detail and problem-solving concepts of
gaming (Game Education Modeling)

25. Source:
http://blogs.imediaconnection.com/blog/2011/08/03/1
Designing to Motivate

26. Does Design Just Happen?
 They’ve done it, so it should be
easy, right?
 Most companies/organizations
fail because they don’t set realistic
business objectives up front!

27. Goal-Setting Approach
 Ensure business objectives (i.e. sales
increases, lead
generation, conversion, brand
awareness, etc.) are set
 It MUST be fun and engaging for your
target audience
 Is it brand appropriate? Is it developed
with your target audience in mind?

28. Takeaways
 Create valuethrough quality user engagement
 Give your audience a reason to invest their time
 Help instructusers on how to play/interact
 Encouragesharing with others
 Be brand appropriate (colors, logos, content)
 Take advantage of detailed measurement tools
 Keep it simple and fun!

29. Questions…?

30. Thank You!
Game with Me!
Ralph J. Davila, APR
t. @rjdavila
li. Linkedin.com/in/ralphdavila
blog: tonofbricks.wordpress.com
Thank you to:

31. Sources to Reference
 http://www.gamification.co/gabe-zichermann/
 http://barnraisersllc.com/2013/03/companies-use-
gamification-get-better-business-results/
 http://www.gamification.org/
 http://blogs.imediaconnection.com/blog/2011/08/0
3/15-brand-examples-of-gamification/
 http://www.codenameone.com/3/post/2013/03/5-
tips-for-gamifying-your-mobile-app.html