Gamification for marketing
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Presented at Web Wednesday in Ho Chi Minh City on January 23, 2013. My speaking notes added to the bottom of each slide.
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Gamification for marketing
- 1. Gamification for Marketing Applying gaming mechanics to drive engagement & retention January 23, 2013 Rita Nguyen @moodyrain www.moodyrain.com Using gaming mechanics to get people to play and keep them playing “mechanics” are the tools and hooks we use
- 2. Tens of millions of people pay money to play
- 3. Also, games are fun! It really just comes down to that
- 4. Just remember that “fun” is different for everyone So if it’s different for everyone, how do you make your game fun?
- 5. It really is just about psychological motivations
- 6. Status Challenge Compete Cooperate Reward Respect People have all kinds of psychological motivations when playing games, let’s focus on 3
- 7. Achieve Explore Surprise These are the ones I chose specific for marketing, let’s hit one at a time
- 8. Achieve Humans value something more if they have to work for it - don’t give it away for free Doesn’t have to be hard so be careful of too many barriers to entry
- 9. Challenges Create challenges for them to complete and goals to reach Example: Add a timer when you are washing dishes Example: Radio shows do song of the day
- 10. Puma Mexico had a timed shopping experience
- 11. Progression If you’re going to give them a goal - light the way to clear completion of task How to get to the next level, what you get, why do you want to keep going Example: Starbucks coffee card - buy 5, get one free. Super low tech. Gamification doesn’t have to be really tech heavy
- 12. Explore We are innately curious creatures, work with that
- 13. Cascading Information Theory Give them a little bit, tease them to want more Simple at first - unlock more as you progress Example: Emails with just hints, not the full article Example: YouTube trailers and pre-roll
- 14. Discovery Give them things to look for - hidden or not. Easter eggs are a huge driver in games. Ask them to look for something -- a joke, an image, a clue, trivia, anything -- to keep them engaged to the point at which they take some sort of meaningful action with your content.
- 15. Discovery Jay-Z launched memoir - Decoded by printing pages in the most unexpected places
- 16. Surprise Sega Master System easter egg Surprise & delight your customers, give them something they are not expecting Make them feel good - this is supposed to be fun!
- 17. Juicy Feedback Now, strong, amped-up feedback on minimum input is one reason for the enjoyability of casual games such as »Peggle«. Seeing lots of flashes, bolts, a rainbow, and listening to »Freude schöner Götterfunken« when finishing a »Peggle« level – it just feels good. It‘s what Make them feel good...like they’ve»juiciness« of a game. Andsomethingjuicy. (Source, Source) game designers call »juicy« feedback or the accomplished »Peggle« is very Example: Xbox achievement unlocked sound Example: Micro-win (produce of the day)
- 18. Rewards & Bonuses People love free stuff! Example: Host a webinar and whoever tweets the webinar's hashtag the most gets a free ticket to an event Example: My coke rewards
- 20. Key Takeaways Know your player and their motivations Make them work for it Light the way with clear progression Reward your player Make it fun!
- 21. Questions? Rita Nguyen @moodyrain www.moodyrain.com
- 22. Resources • www.gamification.org/wiki/Gamification_of_Marketing • www.gamification.co • gamify.com • gamification.org