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Brand engagement with mobile gamification apps from a developer perspective
Manuel Martin SalvadorR&D Engineer @ BaseAI researcher @ Bournemouth University
05/12/2016CMC Masterclass SeriesBournemouth University
Outline
1. Introduction2. Gamification3. Apps encouraging a positive change4. Lessons from a developer5. Opportunities
Let’s play a game!
6 questions
Every right answer = 1 point
Prize = a box of Heroes (raffle between top winners)
Self-assessment: please write down your answers
Introduction
Question #1: What is this logo?Introduction
SourceThe Logo Company
Branding
● Logo● Colour scheme● Font● Language (formal, informal)● Culture (e.g. open, cool, modern, formal)● Physical shop: window and decoration● Online shop: layout and images
“Inconsistency is a brand killer” → Design brand guidelines
Introduction
Question #2: What company has this tagline?
“every little helps”
Introduction
Loyalty
Do people often think in your company when need to buy a product or hire a service?
E.g. soft drink, detergent, barber shop, mobile phone
Introduction
Engagement
How often do customers interact with your brand?
● This will vary depending on the life span of the product (e.g. milk vs car)
How do customers react when you offer something new?
● E.g. you may want to try a new Oreo’s flavour
Introduction
Main challenges
Brand recognition: can people identify my logo/tagline?
Customer loyalty: how can I keep a customer and avoid him/her to go to a competitor?
Customer engagement: how can I make customers like my brand and react positively to my offer?
Introduction
Gamification
Definition
“Gamification is the use of game-design elements and game principles in non-game contexts.”
Deterding et al. From game design elements to gamefulness: defining "gamification". MindTrek 2011
Gamification
Main applications
Marketing: loyalty (e.g. Tesco Clubcard), customer engagement.
Workplace: motivate employees to complete tasks.
Education: encourage students to learn.
Health: encourage people to exercise more (e.g. Fitbit).
Crowdsourcing: collect hard-to-get information from many users (e.g. Foursquare).
Gamification
Point system
Users get points based on their actions
You can choose a word that fits well within your strategy (e.g. coins, health points, experience points)
Source
Gamification
Incentives / Rewards
Give value to the points (e.g. 1000 points = £10 voucher)
Known rewards (rules)
● E.g. get a free coffee with 300 points
Unexpected rewards (because reasons)
● E.g. happy birthday! Have a free cookie on us!
Gamification
Source
Leaderboards
Being part of a community
Competitive: beat your friends
Refresh it periodically (e.g. every week) to avoid frustration
Gamification
Source
Badges
People like collecting things
Don’t confuse badges with value
Gamification
Unlock achievements
Set stages to complete (e.g. level 1 in Spanish)
Feeling of progressing
Gamification
Risks
If used badly, gamification has the potential to be counterproductive
Moral drift / cheating
Addictive behaviour
Illusion of fun: Just pretending something is fun does not make it fun.
Anxiety vs Boredom
More
Gamification
Flow
Mihály CsíkszentmihályiFlow: The Psychology of Optimal Experience, 1990
Source
(too easy)
(too hard)
Gamification
Apps encouraging a positive change
Change of behaviour
Most humans try to avoid boring or difficult tasks
Learning a new skill or create a new habit take time
Apps encouraging a
positive change
Question #3
How much time does it take to create a new habit?
Apps encouraging a
positive change
Change of behaviour
Most humans try to avoid boring or difficult tasks
Learning a new skill or create a new habit take time:
● 21 days to build a new habit (Maxwell Maltz. Psycho-Cybernetics, A New Way to Get More Living Out of Life, 1960)
● 66 days to build a new habit (Lally et al. How are habits formed: Modelling habit formation in the real world, 2009)
Apps encouraging a
positive change
Wellness / Fitness
Nike+ Fitocracy
Apps encouraging a
positive change
Environment
Oroeco Recyclebank
Apps encouraging a
positive change
Public Transport Apps encouraging a
positive change
My Open Road SASAbus
Productivity
Habitica SupperBetter
Apps encouraging a
positive change
Finances
SmartyPig
Mint
Apps encouraging a
positive change
Question #4: What’s the name of this app? Apps
encouraging a positive change
Education
Duolingo Brilliant Khan Academy
Apps encouraging a
positive change
Lessons from a developer
I want to gamify my business
What’s your goal?
What’s your budget?
Do you have an app?
A. My app is my businessB. My app is a complement to my businessC. I don’t have an app
Lessons from a developer
“The perfect plan”
Source
Lessons from a developer
Be Agile
Source
Lessons from a developer
Be AgileLessons from
a developer
Notifications
Don’t abuse
Smart notifications: notify at the right moment (e.g. Subway does at lunch time)
Lessons from a developer
UX / Design
Make your gamification strategy consistent with your brand
Lessons from a developer
User feedback
Listen to your users (and answer them)
Accept critics → Improve
Help to prioritise roadmap
Lessons from a developer
Question #5: What’s the Android market share in UK?
Source
Question #5: What’s the Android market share in UK?
Source
Track everything*
Analyse events and flows
Source
Fabric
Lessons from a developer
* Everything you need
Privacy
Respect people's privacy. Not everybody wants to share his/her progress.
Check the Data Protection Act (in the UK) and international legislation if you operate abroad.
Be specially careful when you audience are kids
Lessons from a developer
Source
Backwards compatibility
People don’t update apps as often as developers would like
SourceOct 2016
Lessons from a developer
Question #6: In what year was Windows 7 launched?
Backwards compatibility
People don’t update apps as often as developers would like
SourceOct 2016
2009!
2011!
Lessons from a developer
Opportunities
Is gamification dead?Opportunities
2015 2016
?
Steady rise in the market growth2012: $242 million2015: $1700 million2016: $2800 millionSource
It’s effective!● Domino’s Pizza: created the gaming app Pizza Hero and increased sales revenue by 30% by
letting customers create their own pizza with an app.● Popchips: uses games to personalize mobile advertising and has seen its sales rise 40%
leading to $100 million in sales.● Bell Media: increased customer retention by 33% by incorporating “social loyalty” rewards on its
website.
Source
Gamification is here to stay
Source
Opportunities
Interest over time
Multidisciplinary
Psychology
Software developers
Marketing (e.g. increase brand awareness, re-engage with users)
HR (e.g. increase productivity, engage employees with some activities)
Opportunities
Think out of the box
Tram in Amsterdam (Daniel Disselkoen)Piano stairs in Brussels (Dole)
Opportunities
66% more people used the stairs!
Thanks!
Twitter: @draxus
Who’s the winner?
