gamification for marketing
DESCRIPTION
Presented at Web Wednesday in Ho Chi Minh City on January 23, 2013. My speaking notes added to the bottom of each slide.TRANSCRIPT
Gamification for Marketing
Rita Nguyen@moodyrain www.moodyrain.com
Applying gaming mechanics to drive engagement & retention
January 23, 2013
Using gaming mechanics to get people to play and keep them playing“mechanics” are the tools and hooks we use
Tens of millions of people pay money to play
Also, games are fun!It really just comes down to that
Just remember that “fun” is different for
everyone
So if it’s different for everyone, how do you make your game fun?
It really is just about psychological motivations
Status
Cooperate
Reward
Compete
Challenge
Respect
People have all kinds of psychological motivations when playing games, let’s focus on 3
Achieve
SurpriseExplore
These are the ones I chose specific for marketing, let’s hit one at a time
Achieve
Humans value something more if they have to work for it - don’t give it away for freeDoesn’t have to be hard so be careful of too many barriers to entry
Challenges
Create challenges for them to complete and goals to reachExample: Add a timer when you are washing dishesExample: Radio shows do song of the day
Puma Mexico had a timed shopping experience
Progression
If you’re going to give them a goal - light the way to clear completion of taskHow to get to the next level, what you get, why do you want to keep goingExample: Starbucks coffee card - buy 5, get one free. Super low tech. Gamification doesn’t have to be really tech heavy
Explore
We are innately curious creatures, work with that
Cascading Information Theory
Give them a little bit, tease them to want moreSimple at first - unlock more as you progress Example: Emails with just hints, not the full articleExample: YouTube trailers and pre-roll
Discovery
Give them things to look for - hidden or not. Easter eggs are a huge driver in games.Ask them to look for something -- a joke, an image, a clue, trivia, anything -- to keep them engaged to the point at which they take some sort of meaningful action with your content.
Discovery
Jay-Z launched memoir - Decoded by printing pages in the most unexpected places
Surprise
Sega Master System easter eggSurprise & delight your customers, give them something they are not expectingMake them feel good - this is supposed to be fun!
Now, strong, amped-up feedback on minimum input is one reason for the enjoyability of casual games such as »Peggle«. Seeing lots of flashes, bolts, a rainbow, and listening to »Freude schöner Götterfunken« when finishing a »Peggle« level – it just feels good. It‘s what game designers call »juicy« feedback or the »juiciness« of a game. And »Peggle« is very juicy. (Source, Source)
Juicy Feedback
Make them feel good...like they’ve accomplished somethingExample: Xbox achievement unlocked soundExample: Micro-win (produce of the day)
Rewards & Bonuses
People love free stuff!Example: Host a webinar and whoever tweets the webinar's hashtag the most gets a free ticket to an eventExample: My coke rewards
PointsProgress barMeaningful reward
Key Takeaways
Know your player and their motivations
Make them work for it
Light the way with clear progression
Reward your player
Make it fun!
Rita Nguyen@moodyrain www.moodyrain.com
Questions?
Resources
• www.gamification.org/wiki/Gamification_of_Marketing
• www.gamification.co
• gamify.com
• gamification.org