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Gamification Digital Integration & Innovation August 2011

RTCRM Gamification

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Overview of Gamification; what it is, how it works, and why.

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Gamification

Digital Integration & InnovationAugust 2011

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The forecast

RTC Brainstorm

What is Gamification

The Psychology

Common Features

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Before We Begin…

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72% play video games

Of people between the ages of 6 and 44

For an average of 18+ hrs/wk

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5.93 billion yearsWoW players have collectively spent solving virtual problems

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Definition

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The use of gameplay elements in non-game applications

Executed by: • Adding game mechanics, generally as a

reward system, to an existing platform

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

For purposes like:

Education and

Awareness

Developing and

Encouraging Behaviors

Motivating Continued

Use

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Psychology

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The psychology behind Gamification

Major obstacles to behavior:• Gap between performance and results• Lack of immediate feedback

Overcome these obstacles by:• Tapping into innate desires for:

• Power • Status• Achievement

• Updating players at short term intervals

“Gamification works to satisfy some of the most fundamental human desires: recognition and reward, status, achievement, competition and collaboration…”

Douglas Karr, MarketingTech Blog

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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Motivation through reward

“If you give people money, it often messes up their mentalities and encourages cheating…But if you challenge people and reward them for good behavior, it gives them self-esteem.”

Esther Dyson,Investor – HealthCare 2.0

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Immediate notification or

reward

Results trigger response in the mind of user

Reinforce the behavior

Short-term rewards that encourage long-term participation

Motivation through reward

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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“Employees could contest each other to reach various statuses

first, or they can motivate wellness initiative peers to get healthier by gifting an online

calorie counter.”

William Ng, Incentive Mag

Motivation through competition

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Motivation through competition

Everybody wants to be the best

Encourage increased engagement through:• Ranking• Leveling

Fuel the will to participate by:• Showing users what others are doing • Illustrating how close they are to a milestone

Add a “physical” component• Collectibles can be used for bragging rights

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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“it’s about creating a long-term engagement with the consumer that moves them along what we

call, ‘the player journey’ – the long-term emotional engagement

of the user with the brand.”

Gabe Zichermann,“Game-Based Marketing”

Motivation through interactivity

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Connection Loyalty

Habitual Action

Reinforced Behavior

Motivation through interactivity

Speak directly to the customers

• Congratulate them on their accomplishments encourage them to keep going.

• As they begin to feel connected, their participation should increase.

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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Common Features

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Point systems

A simple reward for completing certain behaviors or viewing content

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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Badges

Status symbols commemorating achievements

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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Leaderboards

Competition in its simplest form

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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Progress bars and maps

Let people know how close they are to “winning”

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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Progress maps

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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Trash Talk Support

Communication

“Trash talk” and encouragement fuel participation

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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Communication – not always pretty…

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Gamification in kids versus adults

Fully Developed games for kids, practical applications for adults

Young Children/teens• Full games make learning fun • build brand loyalty from a young age• interactivity and immersion

Adults• Quick, pickup and putdown platform• Simple and intuitive user-experience• Target behaviors that people often don’t

have time to track

Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org

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