1. © 2013 RED Interactive Agency LLC. Highly confidential. All content contained in this document is the exclusive intellectual property of RED Interactive Agency LLC.
THE POWER OF ENGAGING GAME DESIGN

2. ................................................................................................................................................................................................................................................................
CREATING A USER EXPERIENCE
TO ACHIEVE BUSINESS GOALS
DEFINE BUSINESS GOALS
- What is the reason for gamifying your
product or service?
- How will you get users to achieve your goals?
i.e. What actions do they need to make?
UNDERSTAND USER MOTIVES
- How will it benefit the users? Is it enjoyable?
- Extrinsic vs intrinsic factors

3. ................................................................................................................................................................................................................................................................
COMPONENTS OF A POWERFUL
GAMIFIED EXPERIENCE
GAME DESIGN
GAME MECHANICS (functionality)
- i.e. points, scoreboards, levels, challenges
GAME DYNAMICS (outcomes)
- i.e. competition, recognition, rewards
GAME TECHNOLOGY (platform)
FEEDBACK

4. ................................................................................................................................................................................................................................................................
CHALLENGES OF GAMIFICATION
1.) DRIVING UNINTENDED CONSEQUENCES
2.) FAILING TO DRIVE ENGAGEMENT
SOLUTIONS
- ITERATION (refine game experience)
- TESTING/PROTOTYPING (ensures universal appeal)

5. ................................................................................................................................................................................................................................................................
REWARDS
CONSIDERATIONS
- What rewards are valuable to consumers?
- When should rewards be given?
REWARD ACROSS MULTIPLE TOUCH POINTS
- i.e. social sharing, mobile, event, web, location, etc.
TYPES OF REWARDS
- Earned, unexpected, random, gifts, collection

6. A FEW EXAMPLES

7. ................................................................................................................................................................................................................................................................
CASE STUDY:
HUNGER GAMES EXPLORER
A social platform that connects fans to all things Hunger Games.

8. ................................................................................................................................................................................................................................................................
CASE STUDY: BATTLESHIP
Social version of the traditional Battleship game in support of Universal's tentpole film of 2012.

9. ................................................................................................................................................................................................................................................................
CASE STUDY:
LEGO STAR WARS III
A sticky experience that increases social media activity, interaction with
the brand and promotes sales.

10. THANK YOU

11. ................................................................................................................................................................................................................................................................
CASE STUDY:
LEGO STAR WARS III
A sticky experience that increases social media activity, interaction with
the brand and promotes sales.
.......................................
ER

12. ................................................................................................................................................................................................................................................................
CASE STUDY:
LEGO STAR WARS III
A sticky experience that increases social media activity, interaction with
the brand and promotes sales.
.......................................
ER