gamification: the next trend in user engagement - david perkins (managing director at klyp)
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David Perkins gave this presentation on gamification at the 2014 CLICK! Digital Expo in Australia.TRANSCRIPT
Gamification: The next trend in user engagement
Presented by David Perkins, Managing Director (Melbourne), KlypThursday 13th March
@klypco@perkatron
Gamification: The next trend in user engagement
Gamification: The proven trend in user engagement
What is gamification?Basically, it’s learning from games to address real-world challenges.
Gamification is:The use of game elements and game design techniques in non-game contexts.
What’s great about it?Gamification is increasingly used in business and will become standard practice.– Games are played across all ages and cultures– Gamification utilises lessons from psychology,
design, strategy and technology
Where can I use it?Gamification can be used for both external (customers) and internal (employees) settings.– Marketing– Sales– Customer engagement– HR– Productivity engagement– Crowdsourcing (within a community)
Ok… really, what is it?In a nutshell, gamification is about behaviour change.It’s about getting people over the motivation hump, and creating habits.
1912
1980s
1987
2002
2010
Jane McGonigal’s “Gaming can make a better world” TED talk.
Today
Jesse Schell @ DICE2010
Gamification in contextWhat it isn’t.–Is not simulators–Is not using a game in a company context–Is not just for marketing or company engagement–Is not just PBLs (points, badges, leaderboards)–Is not game theory
Gamification in contextWhat it is.– Gamification is about listening to what games can
teach us– Is about learning from game design (and
psychology, management, marketing, economics)– Is about understanding motivation and human
behaviour, identifying patterns of what makes people do things, and designing a system around it
– Is about appreciating fun
What is a game?A game is voluntary, has objectives, has limitations, and the player thinks it’s meaningful.– A closed, formal system that engages players in a
structured conflict, and resolves in an unequal outcome
– Is a series of meaningful choices– A problem-solving activity, approached with a
playful attitude
We’re talking video games?Yes. Because it’s big business.– Zynga’s Cityville went from 0 to 100 million users in 41
days– Video game industry is an $80B/yr, double that of
Hollywood– Virtual goods make $7.3B/yr globally– 44% of adults have played a mobile game in the last
month– 97% (aged 12–17) play video games– Average gamer age is 30 (37% are older than 35)– 47% of gamers are women
Explosions and violence?No. It’s not all about blowing things up.– Sandbox e.g. Minecraft– Building e.g. Civilization, SimCity– Social building e.g. The Sims, Farmville– MMO e.g. World of Warcraft– Puzzle e.g. Portal, Angry Birds
But it’s still games, right?Do these sound familiar?–Monthly sales competitions (challenges)–Frequent flyer tiers (levels)–Weight Watchers groups (teamwork)–Free coffee after 10 purchases (rewards)–AMEX Platinum (badge – status)
Activating a change in behaviour
Motivation
Ability
Trigger
- Gartner, 2011
“By 2014, 70% of organisations will have at least one gamified application or process.”
- Gartner, 2012
“By 2014, 80% current gamified application and processes will fail due to poor design.”
- Bob Marsh, CEO, LevelEleven, Dreamforce 2013 Gamification Forum
“It’s not about ‘gamifying.’ It’s about driving revenue, saving costs, making people more efficient.”
Gamification: The next trend in user engagement
Presented by David Perkins, Managing Director (Melbourne), KlypThursday 13th March
@klypco@perkatron