Gamification Strategies How to solve problems, motivate and engage people through Games!

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Presentation for the Lehigh Valley Chapter of the American Advertising Federation

Text of Gamification Strategies How to solve problems, motivate and engage people through Games!

  • 1. GamificationStrategies:How to solve problems, motivate and engagepeople through Games! Karl M. Kapp, Ed.D.,Author: The Gamification of Learning and Instruction

2. Why Games? Storyline Characters Theme Realism Music 3. Why Games? Storyline CharactersGames make Theme an emotionalconnection. Realism Music 4. Google Kapp Notes2012 New Book:The Gamification of Learning and Instruction September 2011 Training Quarterly ArticleImproving Training: Thinking Like a Game Developer July 2012 T&D ArticleGames, Gamification and the Quest for Interactive Learning 5. Torn from thebook 6. Agenda 1 2What is gamification and why does itWhat are games andmatter to marketing professionals?gamification?3 What elements from games can be added to marketing efforts to maximize impact? 7. Games 1.042 3 8. Games 1.0 43How will the ballWhere is mybounce off the wall?opponentgoing to go next?In what direction should I try to movethe ball? 9. Games 2.0 10. Games 2.0What is the pattern Should I shoot the these aliens arealiens on the end or infollowing? the middle or all thebottom aliens first?How long do I have to shoot before analien shoots at me? 11. Games 3.0 12. What must I do toWhere do I explore achieve my goal?first? What activities are of the most value? 13. Games 4.0 14. Games 4.0What activities give me the most returnfor my efforts?Can I trust thisperson who wantsto team with me toaccomplish a goal? 15. Games 4.0Flippy wants tobecome friends withyou. Do you want to add Flippy to yourfriends list. 16. 10,000 hours of Game play 13 hours of consolegames aweek 87% of 8- to 17- year olds play video games Digital divisions. Report by the Pew /Internet: Pew Internet & American Life. US Department of Commerce at home. 17. Almost 43% of thegamers are female and26% of those females are over 18. Females play 5 hours a week of console games. They make up the majority of PC gamers at 63%. 18. Use game-based mechanics,aesthetics and game thinking toengage people, motivate action,promote learning, and solve problems.Gamification 19. Gaming(Serious)GamesGamification SimulationsCourse HeroWhole Part ToysPlayfulDesignLegos iPhone PlayingFromGameDesignElementstoGamefulness:DefiningGamification,Deterding, 20. 21. 22. 2 weeks after launching Courses (powered by gamification),CourseHero received 350 suggested edits to existing courses and122 requests for new courses.Another 68 people offered to augment existing courses by creatingtheir own course to be hosted on 23. Since the implementation of gamification elements, timeon site overall has increased around 5 percent. 24. For Gamified courses, the time on site for the Courses arenearly three times as long as time onsite for all sharing of achievements increased nearly 400 percentin three months. 25. Some people think Gamification is only aboutpoints, badges, rewards and progress barsPBL (Points, Badges, Leader Boards) 26. if it was, this would be the most engaginggame in the world. 27. 20% increase in profile completion. 28. Game GamificationAgameisasysteminGamificationisusinggamewhichplayersengageinanbasedmechanics,aestheticsabstractchallenge,defined andgamethinkingtoengagebyrules,interactivityand people,motivateaction,feedbackthatresultsinapromotelearning,andsolvequantifiableoutcomeoftenproblems.elicitinganemotionalreaction. 29. NikePlus Stats for Karl 30. Story 31. Researchers have found that the Yep, People tend to remember facts human brain has a natural affinitymore accurately if they encounterfor narrative construction. them in a story rather than in a list.And they rate legal arguments as more convincing when built intonarrative tales rather than on legal precedent.Carey, B. (2007) this is Your Life (and How You Tell it). The New York Times.Melanie Green 32. Stories provide,context, meaning andpurpose 33. Story Elements1. Characters2. Plot (something has to happen).3. Tension 4. Resolution5. Conclusion 34. Games can support brand awareness throughlifestyle association. Games can prominently feature aproduct/service in game play. The product canbe central to the action of the game. If theproduct is incidental to game play, the brandwill not be reinforced as much Games can be fully interactive, allowing theconsumer to experience the product withinthe virtual confines of the gaming world. 35. Examples 36. Source: 37. 38. 39. Since it was launched in the fall of 2006, it has beenplayed over 80,000 hours.It boasts an average game play time of over 30minutes per game play session. 40. 41. 42. ChangingBehavior with Games 43. ChangingBehaviorGreitemeyer,T.&Osswald,S.(2010)EffectiveofProsocial gamesonprosocial behavior.JournalofPersonalityandSocialPsychology.Vol.98.No.2.,211221. 44. 28% helped to pick up pencils 45. 33% helped to pick up pencils 46. 67% helped to pick up pencils 47. 22%intervened 48. 56%intervened 49. Take-Away1) Interactivity of games leads to higher interaction with customers and potential customers..2) Games provide a positive experience with a brand.3) Games capture customers or potential customers attention longer than other marketing or advertising methods.4) Games give customers a positive experience to associate with the company/product or organization.5) Games are a great lead-generation tool by enticing people to self- identify, providing contact information for future marketing efforts.6) Games encourage others to interact with your organization/brand/product.7) Games can influence peoples behavior. Use different game designs for different types of marketing. 50. Questions ? Available