10. WHO ARE GAMERS?
• Skew female.
• Span many generations.
• Motivated to connect with others.
• More likely to engage with brands
on social networks.
Forrester 2011
10
15. Game Mechanics
Constructs or tactics intended to
encourage gameplay.
Leaderboards
Virtual Goods
Badges Competitions
Levels
Achievements
Challenges Points Trophies
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16. Micro Leader-boards
Modifiers
Moral Hazard of Game Play
Ownership
Pride
Privacy
Progression Dynamic
Ratio Reward Schedules
Real-time v. Delayed Mechanics
Game Dynamics Reinforcer
Response
Reward Schedules
Strategies used in game Shell Game
design based on Social Fabric of Games
psychological motivations. Status
Urgent Optimism
Variable Interval Reward Schedules
Variable Ratio Reward Schedule
Viral Game Mechanics
Virtual Items
16
21. Currencies
Moral Economic
Individual Motive Motive
The need to do The need for
something good material success
Pleasure
Motive
The need for
enjoyment
Social Tribal
Collective
Motive Motive
The need for The need to help
influence and your community
recognition
Internal External
21
22. Gamification
The use of gaming, game apps and mechanics
to drive adoption, usage, engagement and
loyalty in non-game applications.
22
23. 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
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35. 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
35
36. 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
36
49. 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
FEATURED IN:
49
55. Currencies
Moral Economic
Individual Motive Motive
The need to do The need for
something good material success
Pleasure
Motive
The need for
enjoyment
Social Tribal
Collective
Motive Motive
The need for The need to help
influence and your community
recognition
Internal External
55
56. Pleasure ‣
Motive
Game
The need for
Mechanic:
enjoyment
Achievement
56
57. Moral ‣
Motive
Game
The need to do
Mechanic:
something good
Rewards
57
58. Social
‣ Game
Motive
The need for
Mechanic:
influence and
recognition
Leaderboard
58
59. Tribal
‣ Game
Motive
The need to help
Mechanic:
your community
Team Play
59
60. Economic ‣
Motive
Game
The need to do
Mechanic:
something good
Points
60