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Gamification:
Help or Hype?

twitter.com/adamkleinberg
adam@tractionco.com
415.962.5823



                            1
GAMING INDUSTRY
$60,000,000,000



  2
250,000,000
PLAY SOCIAL GAMES
EVERY MONTH
                3
120,000,000
PARTICIPATE IN
TRAVEL AWARDS
PROGRAMS



                 4
84%
OF INTERNET
MARKETERS HAD
NO PLANS TO USE
GAMES IN 2011



Forrester


                  5
?




    6
QUESTION #1

Is anyone here planning on
   using games in 2011?




                             7
WHO ARE GAMERS?




                  8
9
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
QUESTION #2

How many of you play games?




                              11
Vocabulary




             12
Game
   Structured play,
usually for enjoyment.




                         13
Gameplay

Interaction within a game.




                             14
Game Mechanics
 Constructs or tactics intended to
 encourage gameplay.

    Leaderboards
                                 Virtual Goods
Badges         Competitions
                                           Levels
                         Achievements
  Challenges        Points      Trophies
                                                 15
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
Game Dynamics
Avoidance
The act of inducing player behavior not by giving
a reward, but by not instituting a punishment.




                                                    17
QUESTION #3

Who here didnʼt watch LOST?




                              18
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.



                                                   19
Currencies
Ways to provide incentives that align
  with psychological motivations.




                                        20
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
Gamification
The use of gaming, game apps and mechanics
  to drive adoption, usage, engagement and
       loyalty in non-game applications.




                                             22
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




                                              23
Gaming for marketers




                       24
DISTINCT OPPORTUNITIES
• Gameplay in social games.
• Create your own branded game.
• Gamifying non-game digital
    experiences.
•




                                  25
#1
GAMEPLAY IN
SOCIAL GAMES
“We suggest that marketers
start by advertising in
existing social games…”

– Forrester



                             26
Currency Exchange
     CityVille




                    27
Virtual Billboard
Restaurants.com in Restaurant City




                                     28
Branded Virtual Goods
Cascadian Farms sold 310 million blueberries.
             Inside of FarmVille.




                                                29
Deep Integration
Bing and Angry Birds




                       30
#2
CREATE YOUR OWN
BRANDED GAME




                  31
• 6,231,186 game plays
• 90,307 plays per day
• 270,018 hours of brand exposure
                                    32
Branded Games




                33
CREATE YOUR OWN
BRANDED GAME

           Elisa Haidt
           Sr. Marketing Manager
           Creative Suite




                               34
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
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
ALIGN WITH NATURAL BEHAVIOR




                              37
38
39
40
41
42
43
44
45
46
47
48
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
Gamification




              50
ITʼS ONLY GAMIFICATION
IF ITʼS NOT A GAME.




                         51
‣   $1 off for mayors
‣   badges for fun

                     52
Motivating health through gamification
                                         53
54
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
Pleasure       ‣
 Motive
                   Game
The need for
                   Mechanic:
 enjoyment
                   Achievement




                            56
Moral         ‣
   Motive
                     Game
The need to do
                     Mechanic:
something good
                     Rewards




                                 57
Social
                ‣   Game
  Motive
 The need for
                    Mechanic:
influence and
  recognition
                    Leaderboard




                             58
Tribal
                   ‣   Game
   Motive
The need to help
                       Mechanic:
your community
                       Team Play




                                   59
Economic        ‣
  Motive
                     Game
The need to do
                     Mechanic:
something good
                     Points




                                 60
Considerations




                 61
EMBRACE THE HELP.
AVOID THE HYPE.




                    62
Help or hype?




                63
QUESTION #4
Who thinks Marriott HR will
 still have budget for this
      program in 2012?




                              64
ENGINEER A PATH
TO YOUR GOALS.




                  65
‣   Prioritize
    business
    objectives




                 66
REWARDS.
REWARDS.
REWARDS.
REWARDS.
REWARDS.


           67
‣   1,000,000+
    challenges
    completed
‣   Hundreds of
    thousands
    of unique
    players
‣   Nearly half
    posted to
    Facebook
    and Twitter
              68
DONʼT REINVENT
THE WHEEL.




                 69
70
LEVERAGE
MOTIVATIONS.




               71
72
QUESTION #5

 Who thinks gamifying this
presentation made it better?




                               73
Thanks.

Adam Kleinberg                  Elisa Haidt

adam@tractionco.com             ehaidt@adobe.com
twitter.com/adamkleinberg       415.832.5274
linkedin.com/in/adamkleinberg

415.962.5823

                                                   74

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Gamification? Help or Hype