This document discusses gamification strategies and how games can be used to solve problems, motivate people, and engage learners. It provides examples of why games appeal to people through elements like storyline, characters, and music. Games can create an emotional connection and be used in learning and instruction. The document also discusses how gamification can increase engagement and motivation for learners through elements like points, badges, and leaderboards. Specific examples are provided of companies that have successfully used gamification in their marketing and customer engagement strategies.

1. Gamification
Strategies:
How to solve problems,
motivate and engage
people through Games!
Karl M. Kapp, Ed.D.,
Author: The Gamification of
Learning and Instruction

3. Why Games?
• Storyline
• Characters
• Theme
• Realism
• Music

4. Why Games?
• Storyline
• Characters Games make
• Theme an emotional
connection.
• Realism
• Music

5. Google “Kapp Notes”
2012 New Book:
“The Gamification of Learning and Instruction”
September 2011 Training Quarterly Article
Improving Training: Thinking Like a Game Developer
July 2012 T&D Article
Games, Gamification and the Quest for Interactive Learning

6. Torn from the
book…

7. Agenda
1 2
What is gamification and why does it
What are games and matter to marketing professionals?
gamification?
3
What elements from games can be
added to marketing efforts to maximize impact?

8. Games 1.0
4 2
3

9. Games 1.0
4 3
How will the ball
Where is my
bounce off the wall?
opponent
going to go next?
In what direction
should I try to move
the ball?

10. Games 2.0

11. Games 2.0
What is the pattern
Should I shoot the
these aliens are
aliens on the end or in
following?
the middle or all the
bottom aliens first?
How long do I have
to shoot before an
alien shoots at me?

12. Games 3.0

14. What must I do to
Where do I explore achieve my goal?
first?
What activities are
of the most value?

15. Games 4.0

16. Games 4.0 What activities give
me the most return
for my efforts?
Can I trust this
person who wants
to team with me to
accomplish a goal?

17. Games 4.0
Flippy wants to
become friends with
you. Do you want to
add Flippy to your
friend’s list.

20. 10,000 hours
of
Game play
13 hours
of console
games a
week
87% of 8- to 17-
year olds
play video games
Digital divisions. Report by the Pew /Internet: Pew Internet & American Life.
US Department of Commerce
at home.

21. Almost 43% of the
gamers are female and
26% of those females
are over 18.
Females play 5 hours a week of console
games. They make up the majority of
PC gamers at 63%.

22. Use game-based mechanics,
aesthetics and game thinking to
engage people, motivate action,
promote learning, and solve
problems.
Gamification

23. Gaming
(Serious ) Games Gamification
Simulations Course Hero
Whole Part
Toys Playful Design
Legos iPhone
Playing
From Game Design Elements to Gamefulness: Defining “Gamification”, Deterding, S. et. al

25. http://success.adobe.com/microsites/levelup/index.html

27. http://www.coursehero.com/courses/

30. 2 weeks after launching Courses (powered by gamification),
CourseHero received 350 suggested edits to existing courses and
122 requests for new courses.
Another 68 people offered to augment existing courses by creating
their own course to be hosted on coursehero.com.

31. Since the implementation of gamification elements, time
on site overall has increased around 5 percent.

32. For Gamified courses, the time on site for the Courses are
nearly three times as long as time onsite for all of
coursehero.com.
Social sharing of achievements increased nearly 400 percent
in three months.

34. Some people think Gamification is only about
points, badges, rewards and progress bars…
PBL (Points, Badges, Leader Boards)…

35. … if it was, this would be the most engaging
game in the world.
http://progresswars.com/

36. 20% increase in profile completion.

37. Game Gamification
“A game is a system in “Gamification is using game‐
which players engage in an based mechanics, aesthetics
abstract challenge, defined and game thinking to engage
by rules, interactivity and people, motivate action,
feedback that results in a promote learning, and solve
quantifiable outcome often problems.”
eliciting an emotional
reaction.”

38. NikePlus Stats for Karl

40. Story

41. Researchers have found that the Yep, People tend to remember facts
human brain has a natural affinity more accurately if they encounter
for narrative construction. them in a story rather than in a list.
And they rate legal arguments as
more convincing when built into
narrative tales rather than on legal
precedent.
Carey, B. (2007) this is Your Life (and How You Tell it). The New York Times.
Melanie Green http://www.unc.edu/~mcgreen/research.html

42. Stories provide,
context, meaning and
purpose

43. Story Elements
1. Characters
2. Plot (something has to happen).
3. Tension
4. Resolution
5. Conclusion

44. • Games can support brand awareness through
lifestyle association.
• Games can prominently feature a
product/service in game play. The product can
be central to the action of the game. If the
product is incidental to game play, the brand
will not be reinforced as much
• Games can be fully interactive, allowing the
consumer to experience the product within
the virtual confines of the gaming world.

45. Examples

46. Source:
http://blog.hubspot.com/blog/tabid/6307/bid/32993/How-Real-Businesses-Are-Using-Gamification-to-Spice-Up-Their-Marketing.aspx

47. http://www.financialsoccer.com/play/play.php

48. http://rexonateens.magiclick.net/Game/?sid=7D848AA4-B8C8-4639-BAD7-461CA1F755D4

49. Since it was launched in the fall of 2006, it has been
played over 80,000 hours.
It boasts an average game play time of over 30
minutes per game play session.
http://www.sebringsemantics.com/

50. http://tinyurl.com/ampuvsy

51. http://www.energyville.com/

52. Changing
Behavior with Games

53. Changing Behavior
Greitemeyer, T. & Osswald, S. (2010) Effective of Prosocial games on prosocial behavior.
Journal of Personality and Social Psychology. Vol. 98 . No. 2., 211‐221.

54. 28% helped to
pick up
pencils

55. 33% helped to
pick up
pencils

56. 67% helped to
pick up
pencils

58. 22%
intervened

59. 56%
intervened

60. Take-Away
1) Interactivity of games leads to higher interaction with customers
and potential customers..
2) Games provide a positive experience with a brand.
3) Games capture customer’s or potential customer’s' attention
longer than other marketing or advertising methods.
4) Games give customers a positive experience to associate with the
company/product or organization.
5) Games are a great lead-generation tool by enticing people to self-
identify, providing contact information for future marketing efforts.
6) Games encourage others to interact with your
organization/brand/product.
7) Games can influence people’s behavior. Use different game
designs for different types of marketing.

61. Questions
? Available at
Amazon.com
Twitter:@kkapp
kkapp@bloomu.edu