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GAMING INDUSTRY
$60,000,000,000
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250,000,000PLAY SOCIAL GAMESEVERY MONTH
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120,000,000PARTICIPATE INTRAVEL AWARDS PROGRAMS
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84%OF INTERNET MARKETERS HAD NO PLANS TO USE GAMES IN 2011
Forrester
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?
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QUESTION #1
Is anyone here planning on using games in 2011?
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WHO ARE GAMERS?
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WHO ARE GAMERS?• Skew female.• Span many generations.• Motivated to connect with others.• More likely to engage with brands
on social networks. Forrester 2011
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QUESTION #2
How many of you play games?
Vocabulary
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Game
Structured play,usually for enjoyment.
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Gameplay
Interaction within a game.
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Game Mechanics
Points
Levels
ChallengesAchievements
Virtual GoodsBadges
Leaderboards
Competitions
Trophies
Constructs or tactics intended to encourage gameplay.
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Achievement
Appointment Dynamic
Avoidance
Behavioral Contrast
Blissful Productivity
Cascading Information Theory
Chain Schedules
Communal Discovery
Companion Gaming
Contingency
Countdown
Disincentives
Endless Games
Envy
Epic Meaning
Extinction
Fixed Interval Reward Schedules
Free Lunch
Fun Once, Fun Always
Interval Reward Schedules
Lottery
Loyalty
Meta Game
Micro Leader-boards
Modifiers
Moral Hazard of Game Play
Ownership
Pride
Privacy
Progression Dynamic
Ratio Reward Schedules
Real-time v. Delayed Mechanics
Reinforcer
Response
Reward Schedules
Shell Game
Social Fabric of Games
Status
Urgent Optimism
Variable Interval Reward Schedules
Variable Ratio Reward Schedule
Viral Game Mechanics
Virtual Items
Game DynamicsStrategies used in game design based on psychological motivations.
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Game DynamicsAvoidance The act of inducing player behavior not by giving a reward, but by not instituting a punishment.
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QUESTION #3
Who here didnʼt watch LOST?
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Game DynamicsFree lunch A dynamic in which a player feels that they are getting something for free due to another person having done work.
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Currencies
Ways to provide incentives that align with psychological motivations.
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EconomicMotive
The need for material success
Internal External
TribalMotive
The need to help your communityC
olle
ctiv
eIn
divi
dual
MoralMotive
The need to do something good
SocialMotive
The need for influence and recognition
PleasureMotive
The need for enjoyment
Currencies
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GamificationThe use of gaming, game apps and mechanics
to drive adoption, usage, engagement and loyalty in non-game applications.
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FREQUENT FLIER PROGRAMS• Use multiple game mechanics‣ Collect Points (miles)‣ Level Up (to Silver and Gold status)‣ Do Challenges (fly 3X in next 30 days…)‣ Win Rewards
Gaming for marketers
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DISTINCT OPPORTUNITIES• Gameplay in social games.• Create your own branded game.• Gamifying non-game digital
experiences.•
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“We suggest that marketers start by advertising in existing social games…”
– Forrester
GAMEPLAY IN SOCIAL GAMES
#1
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Currency ExchangeCityVille
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Virtual BillboardRestaurants.com in Restaurant City
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Branded Virtual GoodsCascadian Farms sold 310 million blueberries.
Inside of FarmVille.
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Deep IntegrationBing and Angry Birds
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CREATE YOUR OWN BRANDED GAME
#2
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• 6,231,186 game plays
• 90,307 plays per day
• 270,018 hours of brand exposure
Branded Games
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CREATE YOUR OWN BRANDED GAME
Elisa HaidtSr. Marketing ManagerCreative Suite
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CHALLENGE• Students have always been a critical
target for Adobe, but skeptical of marketing
• Adobeʼs student pricing for CS4 was great, but competing with beer and pizza
• Adobe had experimented in Facebook— now it was time for real business results
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ENGAGE & INSPIRE• Engage students by providing them with
something they value• Inspire them by teaching them how to do
amazing things with their photos and Adobe products
• Give them a reason to return to the page again and again so we could expose them to offers again and again
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ALIGN WITH NATURAL BEHAVIOR
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FEATURED IN:
RESULTS (REAL BUSINESS ONES)• 40% of players returned to play again• 22% checked out the tutorials• 6% clicked the share button• 6% clicked buy now
Gamification
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ITʼS ONLY GAMIFICATIONIF ITʼS NOT A GAME.
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‣ $1 off for mayors‣ badges for fun
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Motivating health through gamification
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Internal External
Currencies
TribalMotive
The need to help your communityC
olle
ctiv
eIn
divi
dual
MoralMotive
The need to do something good
EconomicMotive
The need for material success
SocialMotive
The need for influence and recognition
PleasureMotive
The need for enjoyment
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PleasureMotive
The need for enjoyment
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‣ GameMechanic: Achievement
MoralMotive
The need to do something good
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‣ GameMechanic: Rewards
SocialMotive
The need for influence and recognition
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‣ GameMechanic: Leaderboard
TribalMotive
The need to help your community
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‣ GameMechanic: Team Play
EconomicMotive
The need to do something good
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‣ GameMechanic: Points
Considerations
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EMBRACE THE HELP.AVOID THE HYPE.
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Help or hype?
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QUESTION #4
Who thinks Marriott HR will still have budget for this
program in 2012?
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ENGINEER A PATH TO YOUR GOALS.
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‣ Prioritize business objectives
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REWARDS. REWARDS. REWARDS. REWARDS. REWARDS.
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‣ 1,000,000+ challenges completed
‣ Hundreds of thousands of unique players
‣ Nearly half posted to Facebook and Twitter
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DONʼT REINVENT THE WHEEL.
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LEVERAGE MOTIVATIONS.
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QUESTION #5
Who thinks gamifying this presentation made it better?
Thanks.
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Adam Kleinberg
[email protected]/adamkleinberglinkedin.com/in/adamkleinberg
415.962.5823
Elisa Haidt
