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Gamification

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by

Joel Lemaire

on 12 March 2014

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Transcript of Gamification


Psychology
and
Tactics
Gamification in Action
What is Gamification
Behaviorism (B.F. Skinner)
- Observe, Feedback, Reinforce

Motivation:
- Intrinsic vs Extrinsic

Autonomy
Mastery
Purpose
Relatedness
Badges
Leaderboard
Levels

Prizes
Points
Progress Bars
What is Gamification?
Gamification is a process of enhancing a service with affordance for gameful experience in order to support user's overall value creation.
Kai Huotari and Juho Hamari
Defining Gamification - Service Marketing Perspective,
MindTrek 2012, October 3-5, 2012, Tampere, FINLAND
The Idea Chain
I am Y-Generation
I like to be engaged

I really love to enjoy life and have fun

I like staying connected
I like Competition and Reward
I like games that makes me compete and reward me when I do well

I like to be recognized

I like keeping up with my status
Most marketing techniques are BORING!!
I am tired of usual commercials and coupons that I never use

I enjoy seeing something new rather than same-old usual marketing ideas
Basic History
1912
1980
2002
2010
Jesse Schell - DICE 2010
Richard Bartle - MUD1
Shared Virtual World
Increase Social Media Foot print
Educate on differentiators and product value propositions
Different Degrees of Gamification
Increase subscription to loyalty program
"A Monopoly promotion and strong sales of basic menu items such as the Big Mac helped push a key sales figure up 5.6 percent in the U.S. for McDonald’s Corp. during October
.
"
thestar.com Monday, March 3, 2014

Well, in October 2008, the company saw a hefty jump of more than 5% in same-store sales as Monopoly fever took hold.
Dopamine
- tied to pleasure, motivation, and surprise

Keep users engaged by unlocking dopamine through
surprises
Drive Sales
"Loyalty"
Brand Exposure
Increase interactions on Social Channels
Increase Mailing Lists
Driving Sales
Enter to Win
Platform
Gamified
Simple Entry Mechanism
-Register and you are entered to Win
Small Value Exchange
- Social Media Integration
- Instant win prizes
Gamified Value Exchange
- Inclusion of full fledged Game
- Game drives motivation to interact with
promotion
Took 37 promotions, and split them up
AND
Extrinsic
- Doing the activity because of external rewards
Intrinsic
- The activity itself is its own reward
REWARDS
Tangible or
Intangible?
When?
Expected or Unexpected?
Putting it all together

- Encourage target behaviours though a value exchange.
- Leveraging human psychology


Pro’s
Increase
- Engagement with your brand
- Educating people on value propositions
- Sales
- Gather Consumer Data
Con’s
- Beware of Thieves!!
- Data Quality
- Can you Market the Game?!
- If you can’t build roads to the Colosseum.. Then don’t build one!


Caveat
- Its hard to build a Colosseum on mud
- You really have to understand your demographic.
- Don’t create a hangman game for a pro-life organization.
- Games have a shelf life! Keep it FRESH!
Matthew Song
Wendy Hopkins
Joel Lemaire
Daniel H Pink: The Puzzle of Motivation
For Further Information

Putting it all together - Examples

McDonald’s Monopoly
http://www.mcdonaldsmonopoly.info/
http://wjspaniel.wordpress.com/2012/10/08/park-place-is-worthless-the-game-theory-of-mcdonalds-monopoly/
http://www.businessinsider.com/math-mcdonalds-monopoly-odds-probability-2013-7

Nike+
https://secure-nikeplus.nike.com/plus/

References:
Zichermann, G., Linder, J., The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition, McGraw-Hill, 2013.

Ryan, R., Deci, E. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions, Contemporary Educational Psychology 25, pg 54-67, 2000.

McGonigal, J., Reality is Broken, Penguin Press, 2011.

Pink, D., Drive: The Surprising Truth About What Motivates Us, Riverhead Books, 2009.

http://community.lithium.com/t5/Science-of-Social-blog/Gamification-101-The-Psychology-of-Motivation/ba-p/21864
The complete "Puzzle of Motivation"
by Daniel Pink on Ted talks.
For those of you who need another course ..

https://www.coursera.org/course/gamification
Full transcript