4. 1. Games, Gamification & Engagement
2. Who is Badgeville ?
3. Is this a fad ?
4. Does it work ?
@schnaars
#TMUbbms
5. WHAT IS
GAMIFICATION ?
Gamification is â
Game Dynamics integrated into a non-game
experience In order to hit a business objective
@schnaars
#TMUbbms
6. NEW CONTEXT IS
NOT THE GOAL
Gamification isnât just adding games
@schnaars
#TMUbbms
7. NEW CONTEXT IS
NOT THE GOAL
If you put an Xbox in the break-
room,
have you âgamifiedâ work ?
@schnaars
#TMUbbms
8. WHAT IS
GAMIFICATION ?
Something put on a site or
into an activity â to increase:
âą Stickiness
âą Time On Site
âą Sharing
âą Content Creation
âą Registration
âą Purchases
âą Valued Behaviors
@schnaars
#TMUbbms
9. WHAT DOES
GAMIFICATION DO ?
LIFT â
âą Commerce
âą Loyalty
âą Retention
âą Engagement
@schnaars
#TMUbbms
10. TH E WEBâS
MOST
SUCCESSFUL
COMPANIES
845 Million 2 Billion Minutes 60 Hours of Video
Active Users of Play Per Day Uploaded Per Minute
Common Theme : H I G H L Y E N G A G E D U S E R S
@schnaars
#TMUbbms
11. ENGAGEMENT HIGH
LOYALTY
LADDER
1. Do your users know what
youâd like them to do?
MEDIUM
2. Are you giving your users clear LOYALTY
reasons to come back?
LOW
LOYALTY
@schnaars
#TMUbbms
12. ENGAGEMENT HIGH
LOYALTY
LADDER 1,000
CUSTOMERS
RETAILER X â 100K CUSTOMERS
MEDIUM
LOYALTY
9,000
CUSTOMERS
LOW
LOYALTY
90,000
CUSTOMERS
@schnaars
#TMUbbms
13. ENGAGEMENT HIGH
LOYALTY
LADDER 1,000
CUSTOMERS
$100 per year
RETAILER X â 100K CUSTOMERS
MEDIUM
LOYALTY
9,000
CUSTOMERS
$60 per year
LOW
LOYALTY
90,000
CUSTOMERS
$12 per year
@schnaars
#TMUbbms
14. ENGAGEMENT HIGH
LOYALTY
LADDER 1,000
CUSTOMERS
$100 per year
RETAILER X â 100K CUSTOMERS $100K
MEDIUM
LOYALTY
9,000
CUSTOMERS
1% MIGRATION = 4% in REVENUE $60 per year
5% MIGRATION = 15% in REVENUE
$540K
LOW
LOYALTY
90,000
CUSTOMERS
$12 per year
$1.080M
@schnaars
#TMUbbms
15. THE BEHAVIOR
GRAPH
YOUR NETWORK
USER VALUE
Shared investments
SOCIAL NETWORKS
Recognized experts
Shared enthusiasm
USER VALUE Content discovery
Users on
Universal Log In Friends on
Your Network
Social Networks SITE VALUE
SITE VALUE Behavior Analytics
Distribution Network Marketing Value
Potential Virality Proprietary Data
Loves Sports Your User No Interest
(Loves Sports) in Sports
@schnaars
#TMUbbms
16. STATUS AND
REWARD WITH A HIGHLY SOCIAL EXPERIENCE
YOU CAN DELIVER MEANINGFUL LOW-COST REWARDS
VALUE
RECOGNITION ($)
Reputation, Status, Badges, Levels,
Icons
PRIVILEGES ($$)
Early/VIP Access, Moderation
Powers, Stronger Votes
MONETARY ($$$)
Discounts, Free Shipping, Prizes
@schnaars
#TMUbbms
20. 1. Games, Gamification & Engagement
2. Who is Badgeville ?
3. Is this a fad ?
4. Does it work ?
@schnaars
#TMUbbms
21. 150+ BEHAVIOR PLATFORM C L I E N T S
TECHNOLOGY MEDIA HEALTH, EDU & GREEN TECH
FINANCE
TELCO
CONSUMER BRANDS, ECOMMERCE & DEALS
5.1.2012
#TMUbbms @schnaars
23. KEY COMPONENTS TO
THE BEHAVIOR
PLATFORM BUILD YOUR ENGAGEMENT LAYER
Game Reputation Social
Mechanics Mechanics Mechanics
Drive, measure, & reward high Elevate user status across Socialize, recommend,
value behaviors with all your communities and notify users about
smart gamification of engagement contextually rich behaviors
@schnaars
#TMUbbms
24. DRI VE
DESIRED BEHAVIOR
EVERYWHERE
YOUR CUSTOMERS
SOCIAL WEB YOUR SITE COMUNITIES
YOUR
WEBSITE
CRM SOCIAL HR CMS
COLLABORATION
YOUR EMPLOYEES
#TMUbbms @schnaars
25. OWN YOUR
USER, EXPERIENCE & DATA
YOUR SITE
FACEBOOOK
GOOGLE+
TWITTER
YOUR YOUR YOUR
APP BLOG REVIEWS
YOUR YOUR YOUR
SOCIAL GRAPH MOBILE DEVICE NETWORK
YOUR OWN BEHAVIOR GRAPH
#TMUbbms @schnaars
26. 1. Games, Gamification & Engagement
2. Who is Badgeville?
3. Is this a fad ?
4. Does it work ?
@schnaars
#TMUbbms
41. D O E S I T WO R K ?
423% increase in answer submittal
40% increase in review submissions
400% increase in time on site
40% WoW customer retention
220% increase in shopping cart adds
@schnaars
#TMUbbms