« Let’s play with our brand Gamification for Branding » Barcelona 25/06/2013 http://www.twitter.com/@JaumeTeixi Innovating Through Brands ELISAVA School of Design and Engineering of Barcelona http://www.twitter.com/@ElisavaBCN

1. Let’s play
with our brand
Gamification for Branding
Innovating Through Brands @ElisavaBCN
25/06/2013 @JaumeTeixi

2. Technology is Evolving Branding
90‘s Multimedia
00‘s Social Media
10’s Gamification

3. Social Media
The Cluetrain Manifesto
» Markets are Conversations
» Markets are Getting Smarter
faster than
Most Companies

4. Social Media
Mark Zuckerberg
» A social version of anything
can almost always be more
engaging and outperform
a non-social version

5. Social Media
Mark Prensky
» Digital Natives, Digital Immigrants
Mobile
» Instant Everything Generation
Social Graph
» Contacts / Friends / Followers

6. Gamification
Past
Service Marketing » From Product
to Service
Present
Gamification » From Service
to Experience

7. Gamification
Game Design Elements for
Non-Game Activities
Game Design for
Branding

8. Veterants POV
Ian Bogost
» Explotationware
Richard A. Bartle
» Serious Games want a Game
Jane Mcgonigal
» PERMA
Amy Jo Kim
» Smart Gamification

9. Entrants POV
Simon Wiscombe
» Don't Focus on Achievements…
Target the Journey, Rather than the Goal
Sebastian Deterding
» From Game Design Element
to Gamefulness

10. Social Games
By Applying Game Mechanics to Casual
Audiences, Social Games favored the
appearance of that Gamification thing.

11. All Games Are Social
Jon Radoff

12. Social Games Design Elements
Tutorial by Default
Personalization
Social Graph
User-to-User Communication
Trade Elements
Leaderboards
Scarcity
...

13. Network Effects
Network Effect
» Each new user adds a positive (+)
or negative (-) effect for the rest
(-) Censorship
» Streisand Effect
(+) Virality
» k-Factor

14. Design for Player Types
Jon Radoff
evolved
from
R.A. Bartle

15. Design for Contribution
Social Influence
» Reputation
Social Favors
» Reciprocity
Social Discovery
» Efficacy
Social Belonging
» Community

16. Design for Players’ Cycles
Novice
» Clear Goals
Regular
» Fresh Content
Evangelist
» Exclusive Elements

17. Metrics AAA + AARRR
E. Ries’ Actionable, Accessible, Auditable
Dave McClure’s Metrics for Pirates

18. Gamification
The Defining Elements

19. Lovell’s 10 Rules of Gamification
1. You’re not making a game
2. Know what you are trying to achieve
3. Be prepared not to gamify
4. Games are rubbish at customer acquisition
5. Retention is crucial, yet criminally overlooked
6. Monetization may sound great, but focus on your core
business
7. No, games are not just about competition
8. Beware unintended consequences
9. Make it personal
10. Gamification is a process, not a project

20. Gamification Design Elements
Deloitte

21. Gamification Design Elements
Aesthetics
» Graphics, Characters, Sounds
Mechanics
» Engagement, I/E Rewards, Virality
Flow
» Objectives, Feedback, Progress
Multiplayer
» Connection, Trade, Comparison
Meaning
» Audience, Storytelling, Achievements

22. Gamification’s Deepness
Three depths of Gamification

23. Casual Gamification
Gamified trial for Autodesk 3ds Max

24. Core Gamification
Superbetter » Turn Recovery into a Game

25. Hardcore Gamification
ARG for Cisco’s Global Sales Experience

26. Gamification
So Why ?

27. Gamification Opportunity
Not Gamification
Content Marketing
Advergaming
Serious Games
Newsgames
Edutainment

28. Gamification Opportunity
The Beginning
Loyalty Cards » SkyPoints, Air Miles
The Present
Customer Experience
Loyalty & Engagement
Customized Products
Special Offers
Collections & Scarcity
...

29. Gamification Opportunity
Respect Organic Virality
» Don't Spam
Playing Gives You a Sense of
» Urgent Optimism: Don't Give Up
Always Provide
» Real Return Value

30. Gamification Opportunity
Drive Fun Experiences
» Real Customer Loyalty
Differentiate
» Your Brand

31. Questions ?
Thanks
☆ヾ( ■_■)ノ♪
@JaumeTeixi