Drive User Engagement with Gamification - PowerPoint PPT Presentation

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Drive User Engagement with Gamification

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  1. Press Press Start Start Massive user engagement through gamification

  2. For the Win! CONGRATULATIONS! You understand the concept of gamification and how you can apply it for your business

  3. Workshop Learn Apply Pitch Share your insights how you can use a gamified approach to motivate your users Learn about gamification and the 6 success factors in getting your users engaged Discover how a gamified approach can help you drive user engagement

  4. Homo ludens Homo ludens Play is freedom, is not ordinary or real, happens outside ordinairy life, creates order and is not connected to material interest Magic circle: stepping in the game voluntarily, suspending the rules of the real world and accepting the rules of the game. Basis for game thinking and design ever since

  5. We play our whole We play our whole life life The concept of play starts early in life... and never goes away

  6. No matter No matter what age what age Nowadays gaming is a widely accepted pastime regardless the age. Whatever generation. From baby boomer to gen Y in any shape or form. Millenials are more attuned to video or mobile gaming. Other generations want to play just like any other, however they need better onboarding to start enjoying digital games

  7. No matter what No matter what culture culture No matter what culture, race or gender Play is all around us. From sweepstakes, party games, serious games, gaming

  8. Not Not gamification gamification The proliferation of mobile games, game consoles and PC gaming has nothing to do with gamification. Gamification is about applying game elements and game design techniques in a non-game context. a non-game context that drives a business objective in a fixed amount of time. With a beginning and an ending

  9. Gamers get it Gamers get it Game players as urgent optimists who are part of a social fabric, engaged in blissful productivity, and on the lookout for epic meaning Engagement with games comes in 4 categories: 1. Compete: challenge, win, showoff 2. Express: build, create, design 3. Explore: Collect, rate, review 4. Collaborate: Share, help, support

  10. Drive Drive Carrot and sticks no longer work Get people intrinsically motivated by tapping into their 1. desire to direct their own lives; autonomy 2. the urge to get better and better at something that matters ; mastery 3. the desire to do this in the service of something larger than ourselves; purpose Successful gamification requires a clear understanding of desired behavior connected to your business objectives and knowing who your users are

  11. Dangers / side effects / Risks Corn syrup Overjustification Too many extrinsic tangible awards Coerced play Repurposing Risks Risks Cheating

  12. Six elements of Six elements of success success For the win! A state that your players aspire for and is challenging to reach Choices Freedom for the players to voluntarily choose how to reach the win state Purpose Connecting to player’s personal goals, passion or higher purpose progress.. progress.. Feedback Keeps players engaged with instant insight in progress and performance Rewards Provides players a sense of accomplishment intrinsically or extrinsically to drive desired behavior Fun Fun because it is challenging, unexpectantly rewarding or connect strongly to purpose

  13. “Apply” Workshop 3 Target behavior Players Game design Desired user behavior linked to relevant business outcomes Describe your key player (demographics, ambitions, motivation & beliefs) Define the 6 elements to drive your player towards target behavior

  14. 1.Target behavior 1.Target behavior Desired Desired behaviors behaviors Business Business outcomes outcomes Describe the ultimate business outcome(s) you expect to drive with achieving the target behavior(s) Describe the behaviors you want your users to display. Be specific!

  15. 2.Player 2.Player Demographics Demographics Describe: -Age -Gender -Place -Occupation -Income Psychographics Psychographics Describe: -Behaviors -Preferences Motivations & beliefs Motivations & beliefs Describe: -Needs -Motivations -Interactions Player type Player type Select applicable type(s) based on the above: -Express -Compete -Explore -Collaborate

  16. 3.Game design 3.Game design Choices Choices What choices will the player have to decide how to progress towards and reach the win state? Purpose Purpose How will the win state, the challenges and the choices connect to the player’s personal beliefs, motivation and interests? For the win! For the win! What is it that you want the player to be really good at and what challenges will the player face while progressing to the win state? Rewards Rewards What kind of tangible or intangible rewards will you provide the player for both progression and accomplishments? Think about expected and unexpected rewards Feedback Feedback What kind of instant and juicy feedback will you provide to inform the player of its progress and accomplishments? Fun Fun How will your game be fun for the player?

  17. Ready player two?

  18. Our experience A selection of brands and companies we worked with

  19. Press Start Press Start Making your business more engaging Drive behavior Business impact Platform independent