Primer of opportunities in games, gaming and gamification for marketers including case studies and best practices.

1. Gamification:
Help or Hype?
twitter.com/adamkleinberg
adam@tractionco.com
415.962.5823
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2. GAMING INDUSTRY
$60,000,000,000
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3. 250,000,000
PLAY SOCIAL GAMES
EVERY MONTH
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4. 120,000,000
PARTICIPATE IN
TRAVEL AWARDS
PROGRAMS
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5. 84%
OF INTERNET
MARKETERS HAD
NO PLANS TO USE
GAMES IN 2011
Forrester
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6. ?
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7. QUESTION #1
Is anyone here planning on
using games in 2011?
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8. WHO ARE GAMERS?
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9. 9

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
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11. QUESTION #2
How many of you play games?
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12. Vocabulary
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13. Game
Structured play,
usually for enjoyment.
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14. Gameplay
Interaction within a game.
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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
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17. Game Dynamics
Avoidance
The act of inducing player behavior not by giving
a reward, but by not instituting a punishment.
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18. QUESTION #3
Who here didnʼt watch LOST?
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19. Game Dynamics
Free lunch
A dynamic in which a player feels that they are
getting something for free due to another person
having done work.
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20. Currencies
Ways to provide incentives that align
with psychological motivations.
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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
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22. Gamification
The use of gaming, game apps and mechanics
to drive adoption, usage, engagement and
loyalty in non-game applications.
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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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24. Gaming for marketers
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25. DISTINCT OPPORTUNITIES
• Gameplay in social games.
• Create your own branded game.
• Gamifying non-game digital
experiences.
•
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26. #1
GAMEPLAY IN
SOCIAL GAMES
“We suggest that marketers
start by advertising in
existing social games…”
– Forrester
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27. Currency Exchange
CityVille
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28. Virtual Billboard
Restaurants.com in Restaurant City
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29. Branded Virtual Goods
Cascadian Farms sold 310 million blueberries.
Inside of FarmVille.
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30. Deep Integration
Bing and Angry Birds
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31. #2
CREATE YOUR OWN
BRANDED GAME
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32. • 6,231,186 game plays
• 90,307 plays per day
• 270,018 hours of brand exposure
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33. Branded Games
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34. CREATE YOUR OWN
BRANDED GAME
Elisa Haidt
Sr. Marketing Manager
Creative Suite
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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
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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
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37. ALIGN WITH NATURAL BEHAVIOR
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38. 38

39. 39

40. 40

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47. 47

48. 48

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:
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50. Gamification
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51. ITʼS ONLY GAMIFICATION
IF ITʼS NOT A GAME.
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52. ‣ $1 off for mayors
‣ badges for fun
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53. Motivating health through gamification
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54. 54

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
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56. Pleasure ‣
Motive
Game
The need for
Mechanic:
enjoyment
Achievement
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57. Moral ‣
Motive
Game
The need to do
Mechanic:
something good
Rewards
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58. Social
‣ Game
Motive
The need for
Mechanic:
influence and
recognition
Leaderboard
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59. Tribal
‣ Game
Motive
The need to help
Mechanic:
your community
Team Play
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60. Economic ‣
Motive
Game
The need to do
Mechanic:
something good
Points
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61. Considerations
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62. EMBRACE THE HELP.
AVOID THE HYPE.
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63. Help or hype?
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64. QUESTION #4
Who thinks Marriott HR will
still have budget for this
program in 2012?
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65. ENGINEER A PATH
TO YOUR GOALS.
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66. ‣ Prioritize
business
objectives
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67. REWARDS.
REWARDS.
REWARDS.
REWARDS.
REWARDS.
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68. ‣ 1,000,000+
challenges
completed
‣ Hundreds of
thousands
of unique
players
‣ Nearly half
posted to
Facebook
and Twitter
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69. DONʼT REINVENT
THE WHEEL.
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71. LEVERAGE
MOTIVATIONS.
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73. QUESTION #5
Who thinks gamifying this
presentation made it better?
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74. Thanks.
Adam Kleinberg Elisa Haidt
adam@tractionco.com ehaidt@adobe.com
twitter.com/adamkleinberg 415.832.5274
linkedin.com/in/adamkleinberg
415.962.5823
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