This document discusses gamification of marketing and customer engagement. It provides examples of companies that have used gamification techniques like rewards programs, challenges and competitions to motivate customer behaviors. It then presents a 5D framework for designing a gamification process, including defining problems and goals, targeting behaviors, understanding player types and designing game strategies and rewards. Finally, it shares a case study of how gamification was used to drive traffic and retention at an entrepreneurship event through challenges at sponsor merchant outlets.

1. Gamification of Marketing: From Play to Pay
@keizng

2. @keizng & @gametize
! Co-founder and Hustle Ninja of Gametize
Sidekicks: DBS, StanChart, NTU, Singtel, SSC, SPRING, Y&R
! Gamification obsession began with stock
markets and dating game: famemark.com
! Badges Unlocked:
Dutch, SXSW, Python, VentureBeat, KillerStartups, NYT,
Angels Gate, Dinner with Reddit founder, GSummit Speaker

4. Is your brand engaging and retaining
your consumers e!ectively?
$3 billion was spent on social media marketing, and yet 60% of consumers remained
uninterested by these campaigns (TNS Global, WPP – 2011 Nov).

5. Why engage your customers?
Engaging them to spend
immediately
Engaging them to
spend in future
Engaging them to engage
others to spend

6. @keizng
Twitter Contest
! Simply tweet anything and mention
@gametize or @keizng in your tweets
! 1 tweet represents a chance. Up to 5 per
participant
! 5 lucky winners will get US$1,000 worth of
credits on GameMaki.com
! 1 lucky winner will get a free white-label
mobile app powered by GameMaki worth
US$10,000
! No Twitter!? Dropping a mail to
team@gametize.com gets you one chance!

7. @keizng

8. @keizng

9. @keizng
Gamification is serious business.
!
It is the use of game psychology in non-game settings, and is an
increasingly popular* and e!ective strategy to engage and
motivate actions and behaviors.
Game mechanics tap into the human psyche, bringing sensations
of pleasure and achievement through dynamics such as rewards,
progression and competition.
* Gartner Group forecasts that Gamification will be used by 70% of the Global 2000 by
2015 , spending $1.6Bn on related products, services according to M2 Research.

10. @keizng
Engage and motivate your audience with
a universal language – fun

11. @keizng
gamification for customer
engagement isn’t that new

12. @keizng
Me Club
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13. @keizng
Shopkick
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14. @keizng
Hilton Hhonors Points
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15. DBS @keizng
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16. @keizng
Macdonald’s Monopoly
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"

17. @keizng
Kiip
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18. @keizng
Samsung Nation
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"

19. @keizng
Q0010 (Gmarket)
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20. Diablo 3 @keizng
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"

21. Games are powerful.
They can be addictive and have a strong pull factor.

22. @keizng
What is the average
age of a gamer?

23. Methodology
Gamification Process: 5D Framework
1. Define your problem
2. Determine your goal
3. Decide your target behaviors
4. Describe your players
5. Design your gamification strategy and experience

24. @keizng
Bartle’s Player Types

25. Methodology
Gamification Design: Strategy Model
Key Elements Key Goals
G! A!M!E! T! I! S! E!
Generous Rewards Togetherness
Appeal and Freshness Intrinsic Motivation
Maintainability Social Actions
Easy to Start Engagement

26. Case Study @keizng
ACE Entrepreneurship Week
9-10 November 2012
Client:

27. Problem
Channeling tra"c to sponsoring
merchants and retaining crowd.

28. Goal @keizng
Encourage AEW 2012 participants
to patronize sponsoring merchants
and stay through the event.

29. Target Behavior @keizng
Scan the QR codes of
participating merchants.

30. Target Behavior @keizng
Do challenges at merchants outlets
for rewards and prizes.

31. Case Study

32. @keizng
otherwise it will backfire"

33. @keizng
Don’t overgive rewards

34. Make real fun, and keep them fresh

35. Design games that encourage teamplay

36. Creative Intrinsic and Extrinsic rewards

37. "#$%&'(!')!*$+&,-$#&(!
./(&'$(!0)/(1+2/3!

38. @keizng
What can I use to
engage my customers?

39. @keizng
some tools out there..

40. @keizng
Twitter Contest
! Simply tweet anything and mention
@gametize or @keizng in your tweets
! 1 tweet represents a chance. Up to 5 per
participant
! 5 lucky winners will get US$1,000 worth of
credits on GameMaki.com
! 1 lucky winner will get a free white-label
mobile app powered by GameMaki worth
US$10,000
! No Twitter!? Dropping a mail to
team@gametize.com gets you one chance!

41. @keizng
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keith@gametize.com | @keizng | Facebook.com/keizng