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 Gamification
 Version 2
 April 2012




skive.co.uk
@helloskive
hello@skive.co.uk
                    © Skive Group 2012
“By 2014…more than 70% of
Global 2000 organizations will
have at least one gamified
application”
Gartner




          Gartner Newsroom
             © Skive Group 2012
Gamification is


The use of game play
mechanics and thinking to
entice participation in real
world situations




                  © Skive Group 2012
“Gamification was born from
the notion that gaming
behaviours like achieving
goals, collecting &
cooperating appeal to
everyone – not just gamers.”




 E-Consultancy. Gamification: is everything a game? June 2011
                       © Skive Group 2012
After all we’ve all
been gathering
points and rewards
for years...




                      © Skive Group 2012
“Gamification helps extend
the longevity of marketing
engagement strategies by
making them much more
addictive and more fun.”




E-Consultancy. Gamification: is everything a game? June 2011
                         © Skive Group 2012
It’s different to
pure gaming...




                    © Skive Group 2012
“Pure gaming was about
escaping reality it was about
fantasy worlds and putting
yourself into fantasy
situations.”




E-Consultancy. Gamification: is everything a game? June 2011
                         © Skive Group 2012
But games are blurring the real and fantasy world...

Zombie’s, Run! encourages you to run by
immersing you in a fantasy world where
you are incentivised to run by the zombies
literally breathing down your neck

The more you run the more you can help
other ‘survivors’ by collecting ammo,
medicine etc. and discover more about the
mysteries in that world

 Zombie’s, Run! Is soon planning to
integrate with Run Keeper when we
imagine it will really take off




                                                           https://www.zombiesrungame.com/
                                      © Skive Group 2012
Real world actions = virtual rewards



My Town 2 is a location based
game. By checking into local
places, you can ‘own’ them in
your town.

However, as demand grows for
your favourite cafe the pricier it
will be...

Checking into places you don’t
own or being the first to do so
can also earns you points




                                                          http://itunes.apple.com/gb/app/my-town-2/id442345455?mt=8
                                     © Skive Group 2012
“Marketing loves gaming
because we are about
changing and enforcing
behaviours.”




E-Consultancy. Gamification: is everything a game? June 2011
                         © Skive Group 2012
Such as:

  Trial/ Adoption
  Engagement
  Loyalty
  Interaction/Sharing
  Purchase




            © Skive Group 2012
Here are some of the tools of Gamification...




                  © Skive Group 2012
Experience / Levels




                      © Skive Group 2012
Skill Points / Ratings




                         © Skive Group 2012
Leaderboards




               © Skive Group 2012
Achievements




               © Skive Group 2012
Progression   Progression




                 © Skive Group 2012
Narrative




            © Skive Group 2012
Those are the mechanics but we have to apply
 them with thought and care or Gamification
             becomes a bolt on




                   © Skive Group 2012
Using Gamification to create
engagement & loyalty

  Trial/ Adoptionproblems
  Solve real life
  Engagement
  Make it meaningful
  Loyalty interesting
  Keep it
  Interaction/Sharing
  Make it fun!
  Purase behaviour
  Reward




           © Skive Group 2012
1
Solve Real Life Problems




                       © Skive Group 2012
Fitness - Fitocracy




    Takes something mundane like fitness, but beneficial and makes it fun by
allowing you to track your progress, schedule activities, frame you against your
                    friends and rewards you for your progress
                                                                  http://www.fitocracy.com
                                    © Skive Group 2012
Finance - Mint.com




               The Gamification of debt reduction

                           © Skive Group 2012
GPS - Waze




 Waze is a navigation app that uses crowdsourcing, gamification and location
          based technology to give a real time picture of our roads.

     Drivers are encouraged to cover roads that need mapping, report on
            conditions through points and leaderboard mechanics
                                                               http://world.waze.com/
                                  © Skive Group 2012
Politics - MTV Power of 12




Part of MTV’s Power of 12 campaign - Fantasy Election launches in the summer. It’s
 designed to help engage 18-29 year olds with the Presidential election by allowing
 them to pick their candidates and similarly to fantasy football be awarded points for
those that exhibit ‘good’ behaviours and penalized for ‘bad/undemocratic’ behaviour.

Points can also be earned for registering to vote, checking in to debates and events
                        and engaging friends with issues.

                                                                      http://powerof12.org/
                                      © Skive Group 2012
The environment - Recyclebank




   Earn points for adopting earth friendly behaviour such as using fewer
   resources or making greener purchases. Users can spend their
   reward points on deals and discounts with Recyclebank partners

                                                                www.recyclebank.com/
                                  © Skive Group 2012
Work - DueProps

Gamification is even creeping
into the office environment
turning motivation of workers
into a fun and engaging
game.

DueProps users take turns
“giving each other props” for
everything from a job well
done to recognition of
leadership and having each
other’s backs. The game
rhythm encourages positive
feedback loops to emerge
organically



                                © Skive Group 2012
2                            2.
Make it meaningful

                Make it meaningful




                      © Skive Group 2012
The Guardian

The expenses scandal experiment shows unpaid work can be fun and
meaningful – The Guardian crowd-sourced readers to help them with the MP’s
expenses scandal report




                                  © Skive Group 2012
Making something personally relevant helps make it
meaningful

Using the Framing effect allows users to draw their own conclusions based on
how data is presented




                                   © Skive Group 2012
Opower

Opower aims to make energy use meaningful by making it personally relevant -
allowing you to compare how you fare against others




                                                                https://social.opower.com
                                   © Skive Group 2012
3                                  3.
Keep it interesting

                      Keep it interesting




                            © Skive Group 2012
You need to be challenged in relation to your skill,
otherwise tasks could become boring


             High
                           Anxiety



     Motivation/
     Challenge

                                                          Boredom


               Low

                     Low                                        High
                                       Ability

                                                                                       Mihaly Csikszentmihalyi,,
                                     © Skive Group 2012             "Flow: The Psychology of Optimal Experience’
4                       4.
Make it fun

              Make it fun




                 © Skive Group 2012
It shouldn’t feel like hard work - Turntable.fm




                  Socialising and gamifying music



                            © Skive Group 2012
5                           5.
Reward behaviour

               Reward Behaviour




                     © Skive Group 2012
Its not just about points but tangible rewards




 RedCritter Tracker is the only project management service with badges, rewards,
leaderboards and real-time Twitter-style feeds. However, you don’t just earn kudos
   for a job well done you can spend your reward points in your company store

                                                                  www.redcrittertracker.com/
                                     © Skive Group 2012
Honda Ketai Traveler




       Young people in Japan don’t drive cars, the prefer to buy new
       technology and stay at home. Honda developed a game that
           rewards people the further that they get from home

                                                     http://www.welovead.com/en/works/details/675zmsvE
                                © Skive Group 2012
In summary

  Trial/ Adoptionproblems
  Solve real life
  Make it meaningful
  Engagement
  Keep it interesting
  Loyalty
  Make it fun!
  Interaction/Sharing
  Reward behaviour
  Purase




           © Skive Group 2012
Thank you




 Liz Faber – Head of Planning
      l.faber@skive.co.uk


Alex Hobhouse – New Business
   alex.hobhouse@skive.co.uk




                                26/04/2012   © 2012 SKIVE Group   41

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Skive on Gamification (update)

  • 1. on Gamification Version 2 April 2012 skive.co.uk @helloskive hello@skive.co.uk © Skive Group 2012
  • 2. “By 2014…more than 70% of Global 2000 organizations will have at least one gamified application” Gartner Gartner Newsroom © Skive Group 2012
  • 3. Gamification is The use of game play mechanics and thinking to entice participation in real world situations © Skive Group 2012
  • 4. “Gamification was born from the notion that gaming behaviours like achieving goals, collecting & cooperating appeal to everyone – not just gamers.” E-Consultancy. Gamification: is everything a game? June 2011 © Skive Group 2012
  • 5. After all we’ve all been gathering points and rewards for years... © Skive Group 2012
  • 6. “Gamification helps extend the longevity of marketing engagement strategies by making them much more addictive and more fun.” E-Consultancy. Gamification: is everything a game? June 2011 © Skive Group 2012
  • 7. It’s different to pure gaming... © Skive Group 2012
  • 8. “Pure gaming was about escaping reality it was about fantasy worlds and putting yourself into fantasy situations.” E-Consultancy. Gamification: is everything a game? June 2011 © Skive Group 2012
  • 9. But games are blurring the real and fantasy world... Zombie’s, Run! encourages you to run by immersing you in a fantasy world where you are incentivised to run by the zombies literally breathing down your neck The more you run the more you can help other ‘survivors’ by collecting ammo, medicine etc. and discover more about the mysteries in that world Zombie’s, Run! Is soon planning to integrate with Run Keeper when we imagine it will really take off https://www.zombiesrungame.com/ © Skive Group 2012
  • 10. Real world actions = virtual rewards My Town 2 is a location based game. By checking into local places, you can ‘own’ them in your town. However, as demand grows for your favourite cafe the pricier it will be... Checking into places you don’t own or being the first to do so can also earns you points http://itunes.apple.com/gb/app/my-town-2/id442345455?mt=8 © Skive Group 2012
  • 11. “Marketing loves gaming because we are about changing and enforcing behaviours.” E-Consultancy. Gamification: is everything a game? June 2011 © Skive Group 2012
  • 12. Such as: Trial/ Adoption Engagement Loyalty Interaction/Sharing Purchase © Skive Group 2012
  • 13. Here are some of the tools of Gamification... © Skive Group 2012
  • 14. Experience / Levels © Skive Group 2012
  • 15. Skill Points / Ratings © Skive Group 2012
  • 16. Leaderboards © Skive Group 2012
  • 17. Achievements © Skive Group 2012
  • 18. Progression Progression © Skive Group 2012
  • 19. Narrative © Skive Group 2012
  • 20. Those are the mechanics but we have to apply them with thought and care or Gamification becomes a bolt on © Skive Group 2012
  • 21. Using Gamification to create engagement & loyalty Trial/ Adoptionproblems Solve real life Engagement Make it meaningful Loyalty interesting Keep it Interaction/Sharing Make it fun! Purase behaviour Reward © Skive Group 2012
  • 22. 1 Solve Real Life Problems © Skive Group 2012
  • 23. Fitness - Fitocracy Takes something mundane like fitness, but beneficial and makes it fun by allowing you to track your progress, schedule activities, frame you against your friends and rewards you for your progress http://www.fitocracy.com © Skive Group 2012
  • 24. Finance - Mint.com The Gamification of debt reduction © Skive Group 2012
  • 25. GPS - Waze Waze is a navigation app that uses crowdsourcing, gamification and location based technology to give a real time picture of our roads. Drivers are encouraged to cover roads that need mapping, report on conditions through points and leaderboard mechanics http://world.waze.com/ © Skive Group 2012
  • 26. Politics - MTV Power of 12 Part of MTV’s Power of 12 campaign - Fantasy Election launches in the summer. It’s designed to help engage 18-29 year olds with the Presidential election by allowing them to pick their candidates and similarly to fantasy football be awarded points for those that exhibit ‘good’ behaviours and penalized for ‘bad/undemocratic’ behaviour. Points can also be earned for registering to vote, checking in to debates and events and engaging friends with issues. http://powerof12.org/ © Skive Group 2012
  • 27. The environment - Recyclebank Earn points for adopting earth friendly behaviour such as using fewer resources or making greener purchases. Users can spend their reward points on deals and discounts with Recyclebank partners www.recyclebank.com/ © Skive Group 2012
  • 28. Work - DueProps Gamification is even creeping into the office environment turning motivation of workers into a fun and engaging game. DueProps users take turns “giving each other props” for everything from a job well done to recognition of leadership and having each other’s backs. The game rhythm encourages positive feedback loops to emerge organically © Skive Group 2012
  • 29. 2 2. Make it meaningful Make it meaningful © Skive Group 2012
  • 30. The Guardian The expenses scandal experiment shows unpaid work can be fun and meaningful – The Guardian crowd-sourced readers to help them with the MP’s expenses scandal report © Skive Group 2012
  • 31. Making something personally relevant helps make it meaningful Using the Framing effect allows users to draw their own conclusions based on how data is presented © Skive Group 2012
  • 32. Opower Opower aims to make energy use meaningful by making it personally relevant - allowing you to compare how you fare against others https://social.opower.com © Skive Group 2012
  • 33. 3 3. Keep it interesting Keep it interesting © Skive Group 2012
  • 34. You need to be challenged in relation to your skill, otherwise tasks could become boring High Anxiety Motivation/ Challenge Boredom Low Low High Ability Mihaly Csikszentmihalyi,, © Skive Group 2012 "Flow: The Psychology of Optimal Experience’
  • 35. 4 4. Make it fun Make it fun © Skive Group 2012
  • 36. It shouldn’t feel like hard work - Turntable.fm Socialising and gamifying music © Skive Group 2012
  • 37. 5 5. Reward behaviour Reward Behaviour © Skive Group 2012
  • 38. Its not just about points but tangible rewards RedCritter Tracker is the only project management service with badges, rewards, leaderboards and real-time Twitter-style feeds. However, you don’t just earn kudos for a job well done you can spend your reward points in your company store www.redcrittertracker.com/ © Skive Group 2012
  • 39. Honda Ketai Traveler Young people in Japan don’t drive cars, the prefer to buy new technology and stay at home. Honda developed a game that rewards people the further that they get from home http://www.welovead.com/en/works/details/675zmsvE © Skive Group 2012
  • 40. In summary Trial/ Adoptionproblems Solve real life Make it meaningful Engagement Keep it interesting Loyalty Make it fun! Interaction/Sharing Reward behaviour Purase © Skive Group 2012
  • 41. Thank you Liz Faber – Head of Planning l.faber@skive.co.uk Alex Hobhouse – New Business alex.hobhouse@skive.co.uk 26/04/2012 © 2012 SKIVE Group 41