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‘Gamification’ the trend that keeps on powering up, it’s been around for a while now but we thought it was about time we scoured the web again and updated our quick overview of gamification with some latest case studies that we really like.
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“By 2014…more than 70% of
Global 2000 organizations will
have at least one gamified
application” Gartner
© Skive Group 2012
Gartner Newsroom
© Skive Group 2012
Gamification is
The use of game play
mechanics and thinking to
entice participation in real
world situations
“Gamification was born from
the notion that gaming
behaviours like achieving
goals, collecting &
cooperating appeal to
everyone – not just gamers.”
E-Consultancy. Gamification: is everything a game? June 2011
© Skive Group 2012
© Skive Group 2012
After all we’ve all been gathering points and rewards for years...
“Gamification helps extend
the longevity of marketing
engagement strategies by
making them much more
addictive and more fun.”
E-Consultancy. Gamification: is everything a game? June 2011 © Skive Group 2012
© Skive Group 2012
It’s different to pure gaming...
“Pure gaming was about
escaping reality it was about
fantasy worlds and putting
yourself into fantasy
situations.”
E-Consultancy. Gamification: is everything a game? June 2011 © Skive Group 2012
https://www.zombiesrungame.com/
Zombie’s, Run! encourages you to run by
immersing you in a fantasy world where
you are incentivised to run by the zombies
literally breathing down your neck
The more you run the more you can help
other ‘survivors’ by collecting ammo,
medicine etc. and discover more about the
mysteries in that world
Zombie’s, Run! Is soon planning to
integrate with Run Keeper when we
imagine it will really take off
© Skive Group 2012
But games are blurring the real and fantasy world...
© Skive Group 2012
My Town 2 is a location based
game. By checking into local
places, you can ‘own’ them in
your town.
However, as demand grows for
your favourite cafe the pricier it
will be...
Checking into places you don’t
own or being the first to do so
can also earns you points
http://itunes.apple.com/gb/app/my-town-2/id442345455?mt=8
Real world actions = virtual rewards
“Marketing loves gaming
because we are about
changing and enforcing
behaviours.”
E-Consultancy. Gamification: is everything a game? June 2011 © Skive Group 2012
© Skive Group 2012
Such as:
Trial/ Adoption
Engagement
Loyalty
Interaction/Sharing
Purchase
© Skive Group 2012
Here are some of the tools of Gamification...
© Skive Group 2012
Experience / Levels
© Skive Group 2012
Skill Points / Ratings
© Skive Group 2012
Leaderboards
© Skive Group 2012
Achievements
Progression
© Skive Group 2012
Progression
© Skive Group 2012
Narrative
Those are the mechanics but we have to apply
them with thought and care or Gamification
becomes a bolt on
© Skive Group 2012
© Skive Group 2012
Using Gamification to create
engagement & loyalty
Trial/ Adoption
Engagement
Loyalty
Interaction/Sharing
Purase
Solve real life problems
Make it meaningful
Keep it interesting
Make it fun!
Reward behaviour
Solve Real Life Problems
1
© Skive Group 2012
Fitness - Fitocracy
Takes something mundane like fitness, but beneficial and makes it fun by
allowing you to track your progress, schedule activities, frame you against your
friends and rewards you for your progress
© Skive Group 2012
http://www.fitocracy.com
Finance - Mint.com
The Gamification of debt reduction
© Skive Group 2012
© Skive Group 2012
GPS - Waze
Waze is a navigation app that uses crowdsourcing, gamification and location
based technology to give a real time picture of our roads.
Drivers are encouraged to cover roads that need mapping, report on
conditions through points and leaderboard mechanics
http://world.waze.com/
© Skive Group 2012
Politics - MTV Power of 12
http://powerof12.org/
Part of MTV’s Power of 12 campaign - Fantasy Election launches in the summer. It’s
designed to help engage 18-29 year olds with the Presidential election by allowing
them to pick their candidates and similarly to fantasy football be awarded points for
those that exhibit ‘good’ behaviours and penalized for ‘bad/undemocratic’ behaviour.
Points can also be earned for registering to vote, checking in to debates and events
and engaging friends with issues.
The environment - Recyclebank
© Skive Group 2012
Earn points for adopting earth friendly behaviour such as using fewer
resources or making greener purchases. Users can spend their
reward points on deals and discounts with Recyclebank partners
www.recyclebank.com/
Work - DueProps
© Skive Group 2012
Gamification is even creeping
into the office environment
turning motivation of workers
into a fun and engaging
game.
DueProps users take turns
“giving each other props” for
everything from a job well
done to recognition of
leadership and having each
other’s backs. The game
rhythm encourages positive
feedback loops to emerge
organically
Make it meaningful
2.
© Skive Group 2012
Make it meaningful
2
© Skive Group 2012
The Guardian
The expenses scandal experiment shows unpaid work can be fun and
meaningful – The Guardian crowd-sourced readers to help them with the MP’s
expenses scandal report
© Skive Group 2012
Using the Framing effect allows users to draw their own conclusions based on
how data is presented
© Skive Group 2012
Making something personally relevant helps make it
meaningful
Opower
Opower aims to make energy use meaningful by making it personally relevant -
allowing you to compare how you fare against others
© Skive Group 2012 https://social.opower.com
Keep it interesting
3.
© Skive Group 2012
Keep it interesting
3
© Skive Group 2012
Motivation/
Challenge
Ability
Low
Low
High
High
Anxiety
Boredom
Mihaly Csikszentmihalyi,,
"Flow: The Psychology of Optimal Experience’ © Skive Group 2012
You need to be challenged in relation to your skill,
otherwise tasks could become boring
Make it fun
4.
© Skive Group 2012
Make it fun
4
© Skive Group 2012
It shouldn’t feel like hard work - Turntable.fm
© Skive Group 2012
Socialising and gamifying music
Reward Behaviour
5.
© Skive Group 2012
Reward behaviour
5
© Skive Group 2012
Its not just about points but tangible rewards
© Skive Group 2012
RedCritter Tracker is the only project management service with badges, rewards,
leaderboards and real-time Twitter-style feeds. However, you don’t just earn kudos
for a job well done you can spend your reward points in your company store
www.redcrittertracker.com/
Honda Ketai Traveler
Young people in Japan don’t drive cars, the prefer to buy new
technology and stay at home. Honda developed a game that
rewards people the further that they get from home
© Skive Group 2012 http://www.welovead.com/en/works/details/675zmsvE
© Skive Group 2012
In summary
Trial/ Adoption
Engagement
Loyalty
Interaction/Sharing
Purase
Solve real life problems
Make it meaningful
Keep it interesting
Make it fun!
Reward behaviour
Liz Faber – Head of Planning
Alex Hobhouse – New Business
26/04/2012 © 2012 SKIVE Group 41
Thank you
