Let’s play

with our brandGamification for Branding

Innovating Through Brands @ElisavaBCN

25/06/2013 @JaumeTeixi

Technology is Evolving Branding

90‘s Multimedia

00‘s Social Media

10’s Gamification

Social Media

The Cluetrain Manifesto

» Markets are Conversations

» Markets are Getting Smarter faster than

Most Companies

Social Media

Mark Zuckerberg

» A social version of anything

can almost always be more

engaging and outperforma non-social version

Social Media

Mark Prensky» Digital Natives, Digital Immigrants

Mobile» Instant Everything Generation

Social Graph» Contacts / Friends / Followers

Gamification

Past

Service Marketing » From Product to Service

Present

Gamification » From Service

to Experience

Gamification

Game Design Elements for Non-Game Activities

Game Design forBranding

Veterants POVIan Bogost » Explotationware

Richard A. Bartle

» Serious Games want a Game

Jane Mcgonigal » PERMA

Amy Jo Kim

» Smart Gamification

Entrants POV

Simon Wiscombe

» Don't Focus on Achievements…

Target the Journey, Rather than the Goal

Sebastian Deterding

» From Game Design Element to Gamefulness

Social Games

By Applying Game Mechanics to Casual Audiences, Social Games favored the

appearance of that Gamification thing.

All Games Are Social

Jon Radoff

Social Games Design Elements

Tutorial by Default

Personalization

Social Graph

User-to-User Communication

Trade Elements

Leaderboards

Scarcity...

Network Effects

Network Effect » Each new user adds a positive (+) or negative (-) effect for the rest

(-) Censorship

» Streisand Effect

(+) Virality

» k-Factor

Design for Player Types

Jon RadoffevolvedfromR.A. Bartle

Design for Contribution

Social Influence

» Reputation

Social Favors

» Reciprocity

Social Discovery

» Efficacy

Social Belonging

» Community

Design for Players’ Cycles

Novice» Clear Goals

Regular » Fresh Content

Evangelist » Exclusive Elements

Metrics AAA + AARRR

E. Ries’ Actionable, Accessible, Auditable

Dave McClure’s Metrics for Pirates

Gamification

The Defining Elements

Lovell’s 10 Rules of Gamification

1. You’re not making a game

2. Know what you are trying to achieve

3. Be prepared not to gamify

4. Games are rubbish at customer acquisition

5. Retention is crucial, yet criminally overlooked

6. Monetization may sound great, but focus on your core

business

7. No, games are not just about competition

8. Beware unintended consequences

9. Make it personal

10. Gamification is a process, not a project

Gamification Design Elements

Deloitte

Gamification Design Elements

Aesthetics» Graphics, Characters, Sounds

Mechanics» Engagement, I/E Rewards, Virality

Flow» Objectives, Feedback, Progress

Multiplayer» Connection, Trade, Comparison

Meaning

» Audience, Storytelling, Achievements

Gamification’s Deepness

Three depths of Gamification

Casual Gamification

Gamified trial for Autodesk 3ds Max

Core Gamification

Superbetter » Turn Recovery into a Game

Hardcore Gamification

ARG for Cisco’s Global Sales Experience

Gamification

So Why ?

Gamification Opportunity

Not Gamification

Content Marketing

AdvergamingSerious GamesNewsgamesEdutainment

Gamification Opportunity

The Beginning Loyalty Cards » SkyPoints, Air Miles

The PresentCustomer ExperienceLoyalty & EngagementCustomized ProductsSpecial OffersCollections & Scarcity...

Gamification Opportunity

Respect Organic Virality

» Don't Spam

Playing Gives You a Sense of » Urgent Optimism: Don't Give Up

Always Provide» Real Return Value

Gamification Opportunity

Drive Fun Experiences» Real Customer Loyalty

Differentiate

» Your Brand

Questions ?

Thanks

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@JaumeTeixi