Gamification trends (and hype), why game mechanics drive engagement, case studies, platforms, metrics, and how to gamify anything

1. Gamification
Level Up Consumer Engagement
Shaun Quigley
VP, Digital Practice Director
squigley@brunnerworks.com
412.995.9500
Brunnerworks.com
BHiveLab.com
@squigster #ForTheWin

2. Automatic Content
Recognition Augmented
Reality
Showrooming
Near Field
Communication

3. My tailgate is
better than
your tailgate!

4. Agenda!
1. Trends (and hype)
2. Why game mechanics drive
engagement
3. Case studies
4. Platforms
5. Gamify Anything
6. Metrics

5. Gamification
Level Up Consumer Engagement
Shaun Quigley
VP, Digital Practice Director
squigley@brunnerworks.com
@squigster
412.995.9500

6. Gamification
Trends (and hype)

8. What is it?
Gamification applies
game mechanics to
non-game activities
to drive engagement
and solve problems

9. What’s driving it?

10. What’s driving it?

11. What’s driving it?

12. What’s driving it?

13. What’s driving it?

14. What’s driving it?

15. What’s driving it?

16. What’s driving it?

17. What’s driving it?
HELLO, I am
impervious to
your advertising

18. What’s driving it?

19. What’s driving it?
 Rise in social gaming
 Rise in mobile-social technology
adoption
 Less attention from consumers
 Cuts across industries
 Familiar to consumers

20. What is it?
Gamification applies
game mechanics to
non-game activities
to drive engagement
and solve problems

21. It ain’t no game
How we make things in the
Gamification world (non-game activities)
more engaging
Advergaming
Games created specifically
for marketing purposes
Games Games we play
as kids and adults

22. What is it?
How we make things in the
world (non-game activities)
more engaging
(Business goals helped by game mechanics)
(game mechanics)
(actual games)
Games created specifically
for marketing purposes
(entertainment with a business goal)
Games we play
as kids and adults
(mostly entertainment)

23. What is it?
How we make things in the
world (non-game activities)
more engaging
(Business goals helped by game mechanics)
(game mechanics)
(actual games)
Games created specifically
for marketing purposes
(entertainment with a business goal)
Games we play
as kids and adults
(mostly entertainment)

24. game mechanics
Appointments
Points
Levels
Challenges
Virtual Goods
Leaderboards
Gifting and Charity

25. Game mechanics impact behavior by
satisfying fundamental human desires
Graphic: bunchball.com

26. Motivate through psychology

27. Motivate through psychology
Motivations
Ability
Persuasive Triggers
Technology
Behavior
Change
Satisfy Human Gaming
fundamental
human Psychology Trends Aided by
mobile-social
desires technology

28. Non
Compliance
compliance

29. Gamification
Game mechanics

30. Appointment
yesterday today

31. Appointments
yesterday today

32. Points
yesterday today

33. Levels
yesterday today

34. Levels
yesterday today

35. Challenges
yesterday today

36. Badges
yesterday today

37. Leaderboards
yesterday today

38. Gifting/Charity
yesterday today

39. Game mechanics change behavior by
satisfying fundamental human desires
Graphic: bunchball.com

40. Gamification
Platforms

41. Platforms

42. Rewards for reviews!

43. Buffalo Wild Wings
+ +

44. Buffalo Wild Wings
+ +
• Well-trained staff • Good consumer • Simple platform
• Good marketing connection
• Good timing

45. Goals

46. Challenge

47. Customization

48. Results
20,000
challenges
184,000
unique players
1 in 3
played again,
averaging 7
challenges per player
100MM
social media
impressions

49. recipe for success
Objectives
Success metrics
Audience
Hot Idea
Spicy game mechanics
Appetizing Promotion

50. Clarify your objectives
• increase value per purchase
• drive new product/service adoption
• acquire/segment users
• get feedback
• increase compliance
• train staff
• improve customer service

51. Gamification
Let’s Play!

52. Make it a game!
1. Decide on a topic
2. Pick an audience
3. Define player motivations
4. Define your victory conditions
5. Set the rules for the game
6. Make it social

53. Audience
• Who are they?
• What are their attitudes?
• What motivates them?
• How do you want them to behave?

54. Audience
• Who is the consumer?
• What are their motivations?
• What are their current attitudes?
• How do you want them to behave?

55. Player motivations
• Competition
• Mastery
• Free
• Winning
• Affiliation
• Power
• Loyalty
• Curiosity

56. Choose win condition
• Rescue/escape
• Victory points
• Checkpoint
• Race
• Territory Control
• Capture
• Survival
• Elimination

57. Set rules
• Points (+/-)
• Levels
• Reward schedule
• Auction
• Risk
• Variable challenge
• Time
• Loss aversion
• Risk
• Luck

58. Make it social
• Social Status
• Collecting
• Achievement
• Feedback
• Collaboration
• Leaderboard
• Gifting
• Customization

59. Challenges = Achievement

60. “Dare to quit smoking”
Topic:
Smoking
Audience:
Smokers who want to quit
Motivation:
Achievement, Acceptance
Victory Condition:
Quit
Mechanics
Variable, customization, badges,
gifting

61. Nike+
Topic:
Running
Audience:
Runners who listen to music
Motivation:
Competition, Mastery,
Achievement
Victory Condition:
Goal achievement
Mechanics
Challenge, customization,
feedback

62. Time2Brush!
Topic:
Brush your teeth
Audience:
Kids
Motivation:
Instant gratification, winning
Victory Condition:
Checkpoints
Mechanics
Challenge, customization,
feedback

63. Enterprise gamification
Topic:
Better serve your customers
Audience:
Developers
Motivation:
Power, competition, mastery
Victory Condition:
Victory points, race
Mechanics
Social points, leaderboard,
achievement, communal
collaboration

64. Gamification
Metrics

65. 1. What’s the business goal?
2. How will this effort help achieve it?
3. Develop measureable objectives
- Do benchmarks exist?
4. What will be measured?
5. How will it be measured?

66. What brands expect

67. Brand awareness
Perceptions Awareness
Recall
Web interaction
Brand buzz (social) Consideration
Program enrollment
Offer response rates
Coupon redemption Trial
Sales conversion
CRM
Segmentation
Customer satisfaction Loyalty
Pass-along
Net promoter score Advocacy
Virality

68. Awareness
eScore
Consideration
Trial
Recency
Frequency
Duration Loyalty
Virality
Ratings
Advocacy

69. Lipstick on a pig?

70. Thanks!
Shaun Quigley
VP, Digital Practice Director
squigley@brunnerworks.com
@squigster
412.995.9500
Brunnerworks.com
BHiveLab.com

71. Gamification
Level Up Consumer Engagement
Shaun Quigley
VP, Digital Practice Director
squigley@brunnerworks.com
@squigster
412.995.9500

72. The Valentine’s Game
Topic:
Valentine’s day
Audience:
YOU!
Motivations
Reward
Victory Condition:
Victory points
Mechanics
Appointment, gifting ,
communal collaboration,
Turns/randomizers

73. Thanks!
Shaun Quigley
VP, Digital Practice Director
squigley@brunnerworks.com
@squigster
412.995.9500
Brunnerworks.com
BHiveLab.com