Gamification is yet another buzzword to add to the ever growing list. But is it actually useful for brands? In this presentation we'll look at how the principles of gaming apply to digital marketing, using real world examples, along with a 5 step checklist to find out if gamification is right your organisation.

1. IS GAMIFICATION
RIGHT FOR ME?
@pushersocial
kim@pusher.com.au

2. PUSHER IS A DIGITAL CREATIVE AGENCY IN SYDNEY + BRISBANE
SHAMELESSPLUG
THINKERS OF DIGITAL IDEAS AND MAKERS OF DIGITAL STUFF

3. WHAT IS IT
WHY SHOULD I DO IT
WHO’S DOING IT WELL
HOW CAN I DO IT ?

4. WHATISIT?

5. GAMIFICATIONISTHE
PROCESSOFUSING
GAMETHINKING&
MECHANICSTO
ENGAGEUSERS

6. THREE MAIN AREAS OF BENEFIT
TO CHANGE BEHAVIOUR
TO DEVELOP SKILLS
TO ENABLE INNOVATION

7. We are
genetically
programmed to
enjoy games

8. ACCELERATED FEEDBACK
A SCORING SYSTEM
SHORT TERM ACHIEVABLE GOALS
CLEAR RULES
VOLUNTARY PARTICIPATION
AGAMENEEDS

9. The “sweet spot” of gamification
Business
Objectives
Player
Objectives
+GAMIFICATIONNEEDS

10. WHY
SHOULDI
DOIT?

11. *Gartner, 2011
**M2 research, 2012
THEREIS
BELIEF
THATIT
WORKS

12. THEREIS
EVIDENCETHAT
ITWORKS

13. DOES THAT MEAN IF I ‘DO’
GAMIFICATION I WILL GET
AWESOME RESULTS?

14. Primarily Due to Poor Design
80 Percent of Current Gamified
Applications Will Fail to Meet
Business Objectives
*Gartner, 2012

15. WHOIS
DOINGIT
WELL?

16. RETAIL
NIKE+
RESULT: 5 MILLION
MEMBERS AND
GROWING

17. AIRLINES
VIRGINVELOCITY
INSIGHT:
STATUS CAN BE OF A GREATER
VALUE THAN MONEY
SOLUTION:
A ‘GAME’ YOU CAN EASILY JOIN
WITH ACHIEVABLE LEVELS

18. AIRLINES
VIRGINVELOCITY
GAME FEATURES:
✓STATUS
✓SCOREBOARD
✓RULES
✓LEVELS
MOTIVATION TO PLAY =
REAL REWARDS
RESULT: 3 MILLION
MEMBERS AND
GROWING

19. DOTCOM
LINKEDIN
SOLUTION: HIGHLIGHT BENEFITS OF COMPLETION.
MOTIVATE THROUGH GAME MECHANICS.
SHOW PROGRESS AND REWARD EACH STEP
TO COMPLETION.
INSIGHT: USERS TOO LAZY TO COMPLETE PROFILE

20. TECH/B2B
IBMINNOV8
INSIGHT: LEARNING ABOUT BPM IS A
MUNDANE TOPIC
SOLUTION: WRAP LEARNING INTO A
GAMING ENVIRONMENT TO MAKE IT
MORE FUN
RESULT: NOW IBM’S
TOP LEAD GENERATOR

21. IT
SAMSUNGNATION
INCREASED TIME ON
SITE, UGC, SHOPPING
CART CLICKS

22. SCIENCE
FOLDIT
AFTER 15 YEARS
RESEARCH, SOLVED AN
AIDS CAUSING VIRUS
IN 10 DAYS

23. HOW
CANI
DOIT?

24. STEP 1: KNOW YOUR AUDIENCE
STEP 2: DEFINE YOUR BUSINESS OBJECTIVES
STEP 3: DEFINE YOUR PLAYER OBJECTIVES
STEP 4: CHOOSE YOUR PLATFORM
STEP 5: TEST LEARN OPTIMISE

25. STEP1
DEFINEYOURAUDIENCE
DO THEY FIT A
PROFILE LIKELY
TO ADOPT
GAMIFICATION?

26. STEP2
DEFINEYOURBUSINESSOBJECTIVES
SHORT TERM
vs
LONG TERM

27. STEP3
DEFINEYOURPLAYEROBJECTIVES
INTRINSIC
MOTIVATION
vs
EXTRINSIC
MOTIVATION

28. STEP4
CHOOSEYOURPLATFORM
OUT OF THE BOX PLATFORM
CUSTOMISE A NON-GAME PLATFORM
BESPOKE BUILD

29. USE A PRE
PACKAGED
GAMIFICATION
PLATFORM

30. CUSTOMISEA
NONGAME
PLATFORM

31. BUILD
YOUR
OWN

32. STEP5
GETYOURGAMEON
TEST
LEARN
OPTIMISE
MEASURES
ENGAGEMENT PRE AND POST IMPLEMENTATION
RETURN VISITORS
POWER USERS
ACHIEVEMENT LEVELS ATTAINED

33. FURTHERREADING
RESOURCESTOHELPYOUGETSTARTED
WEBSITES & BLOGS
GAMIFICATION.CO
BADGEVILLE.COM
BUNCHBALL.COM
HARVARD BUSINESS REVIEW
GARTNER: BRIAN BURKE
BOOKS
REALITY IS BROKEN
GAME MECHANICS

34. WHAT IT IS
WHY I SHOULD DO IT
WHO’S DOING IT WELL
HOW I CAN DO IT ✓
NOW I KNOW....

35. THANK YOU
DOWNLOAD THIS PRESENTATION
SLIDESHARE.COM/PUSHERAGENCY
follow us @pushersocial

36. FOR MORE INFORMATION CONTACT US ON
+61 2 9356 1500 kim.hopwood@pusher.com.au
Pusher Sydney
Top Floor 63 William St
East Sydney NSW 2010
Pusher Brisbane
Top Floor 22 Ross St
Newstead QLD 4102