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.
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
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
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