20. HugeGrowth+ High (Perceived) Engagement + Big $$ + New Generation of Game Developers = Brands and Non-Gamecompanies are gettinginterestedin Games.
21. Gamification! Gamification is the use of game mechanics for non-game applications. Game mechanics: Level structure Reward (feedback) systems: points, badges, ⊠Competitiveelements (leaderboards, tournament) Appointmentmechanics Virtual currency
22. Gamification: two main schools of thought « Certain gamemechanicscanwork as a STANDALONE solution outside a gameenvironment. E.g. using âlevelsâ canbe a great solution to structure content or complexprocesses. Usinggamemechanicsdoesnâtmeansomethingneeds to look or feellike a game.» « Gamesonlyworkbecause all the differentelements TOGETHER makeit an engagingexperience; narrative, character & level design, art style, sound, gameplay and gamemechanics. You canâtjusttake one of thoseelementout of it and hopeit has the same impact on engagement. »
23. Criticism: âPointsificationâ Fluffymetrics (âengagementâ) Re-inventingloyaltysystems Uglyword Most gamificationprojects are glorifiedloyalty programs. Strange, most (social) gamessuckatretainingusers: 60-70% neverreturnsafter first game session Only 15-20% still active 30 daysafterinstalling the game
24. But⊠somegamemechanicscanworkoutsidegames! Use Levels to structure content, processes Make a registration process (or taxform) easier & more fun Break down stuff in little, chewable bits Feedback loops (direct/indirect) increasevelocity of user feedback Understand drop-out points, funnelleaks Fail fast & cheap. Learn. Iterate. âStatusâ isextremelypowerful.
25. And Even Badges Can Work! Nothing new Relevant tool if thereis a context/meaning