4. • KPI's & metrics
• Culture
• Business objectives
Business
specifics
• Motivation
• Behaviour
Understanding
the player
• Design
• Test
• Iterate
• Implement
• Support
Gamification
design
The process, we recommend
www.gamificationnation.com
What is gamification?
Predictions Growth of 48% by 2019
Industry between $10-20 Billion globally
Biggest potential from APAC
Still growing in America and EMEA
Enterprise platforms may buy smaller gamification platforms
Expansion of industries and applications
Marketing teams have been using gamification for some time
The problem they build all the interaction but then the fans have nowhere to go – think beyond 1 campaign – think community
Secret 2: Marketing has been using data and demographic profiling for years
The problem are you using it? Are you sharing it to the rest of the organisation?
Keys to success with gamification
To determine what game they might like to play
To establish potential other brands to work with
Games of chance – Zizi scratch card – genius because encouraged to do it while waiting
Quiz – What is your colour? – Fiat – Fiat you wear
Treasure hunt – Mercedes treasure hunt - geolocation quest, app and reality
Stories – Pepsi viral videos with basketball players dressed up
Quizzes work on Facebook – use it as the start to build a very targeted group you can keep marketing to
Community of gamers – your group – your audience – makes life easier
Invite further engagement – compete with people of my kind
Mercedes Benz high risk high reward – winner won a car
Pleasure hunt campaign makes brands work together towards a similar demographic
Started as a simple online digital pleasure hunt with other brands aiming at the same target audience
Pleasure hunt 3 with augmented reality – pacman style application in amsterdam – top earners won beauty products – all players getting to the destination received a magnum infinity
Augmented reality with images of your avatar, logo etc in different places around the world created by fans for a small reward or a moment of fame
Stories are waiting by Eurostar - # - own it
Keep an eye on latest in the games industry – Mario came out with creator kit after Minecraft became super popular
Think clothes, think more than watch like devices
Will be big in tourism and events space
Nausea is still a problem
For most people it will look more like a branded Google cardboard
Branded goggles – feel free to test some
Integration with wearables, apps, smartphones, geolocation, iBeacons, etc puts this in the front running of what is possible