Gamification of Marketing: From Play to Pay

@keizng

@keizng & @gametize

!  Co-founder and Hustle Ninja of Gametize Sidekicks: DBS, StanChart, NTU, Singtel, SSC, SPRING, Y&R

!  Gamification obsession began with stock

markets and dating game: famemark.com

!  Badges Unlocked: Dutch, SXSW, Python, VentureBeat, KillerStartups, NYT, Angels Gate, Dinner with Reddit founder, GSummit Speaker

Is your brand engaging and retaining your consumers e!ectively?

$3 billion was spent on social media marketing, and yet 60% of consumers remained

uninterested by these campaigns (TNS Global, WPP – 2011 Nov).

Why engage your customers?

Engaging them to spend

immediately Engaging them to

spend in future Engaging them to engage

others to spend

Twitter Contest !  Simply tweet anything and mention

@gametize or @keizng in your tweets

!  1 tweet represents a chance. Up to 5 per

participant

!  5 lucky winners will get US$1,000 worth of

credits on GameMaki.com

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mobile app powered by GameMaki worth

US$10,000

!  No Twitter!? Dropping a mail to

team@gametize.com gets you one chance!

@keizng

@keizng

@keizng

It is the use of game psychology in non-game settings, and is an

increasingly popular* and e!ective strategy to engage and

motivate actions and behaviors.

Game mechanics tap into the human psyche, bringing sensations

of pleasure and achievement through dynamics such as rewards, progression and competition.

* Gartner Group forecasts that Gamification will be used by 70% of the Global 2000 by

2015 , spending $1.6Bn on related products, services according to M2 Research.

Gamification is serious business. !

@keizng

Engage and motivate your audience with

a universal language – fun

@keizng

gamification for customer

engagement isn’t that new

@keizng

Me Club ""

@keizng

Shopkick ""

@keizng

Hilton Hhonors Points ""

@keizng

DBS ""

@keizng

Macdonald’s Monopoly ""

@keizng

Kiip ""

@keizng

Samsung Nation ""

@keizng

Q0010 (Gmarket) ""

@keizng

Diablo 3 ""

@keizng

Games are powerful. They can be addictive and have a strong pull factor.

What is the average age of a gamer?

@keizng

Gamification Process: 5D Framework

1. Define your problem

2. Determine your goal

3. Decide your target behaviors

4. Describe your players

5. Design your gamification strategy and experience

Methodology

Bartle’s Player Types @keizng

Key Elements Key Goals

Generous Rewards

Appeal and Freshness

Maintainability

Easy to Start

Togetherness

Intrinsic Motivation

Social Actions

Engagement

G!A!M!E! T! I! S!E!

Gamification Design: Strategy Model

Methodology

ACE Entrepreneurship Week 9-10 November 2012

Case Study

Client:

@keizng

Channeling tra"c to sponsoring

merchants and retaining crowd.

Problem

Encourage AEW 2012 participants

to patronize sponsoring merchants

and stay through the event.

Goal @keizng

Scan the QR codes of

participating merchants.

Target Behavior @keizng

Do challenges at merchants outlets

for rewards and prizes.

Target Behavior @keizng

Case Study

otherwise it will backfire"

@keizng

Don’t overgive rewards @keizng

Make real fun, and keep them fresh

Design games that encourage teamplay

Creative Intrinsic and Extrinsic rewards

"#$%&'(!')!*$+&,-$#&(!./(&'$(!0)/(1+2/3!

What can I use to

engage my customers?

@keizng

some tools out there..

@keizng

Twitter Contest !  Simply tweet anything and mention

@gametize or @keizng in your tweets

!  1 tweet represents a chance. Up to 5 per

participant

!  5 lucky winners will get US$1,000 worth of

credits on GameMaki.com

!  1 lucky winner will get a free white-label

mobile app powered by GameMaki worth

US$10,000

!  No Twitter!? Dropping a mail to

team@gametize.com gets you one chance!

@keizng

keith@gametize.com | @keizng | Facebook.com/keizng

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