Gamification: The next trend in user engagement

Presented by David Perkins, Managing Director (Melbourne), KlypThursday 13th March

@klypco@perkatron

Gamification: The next trend in user engagement

Gamification: The proven trend in user engagement

What is gamification?Basically, it’s learning from games to address real-world challenges.

Gamification is:The use of game elements and game design techniques in non-game contexts.

What’s great about it?Gamification is increasingly used in business and will become standard practice.– Games are played across all ages and cultures– Gamification utilises lessons from psychology,

design, strategy and technology

Where can I use it?Gamification can be used for both external (customers) and internal (employees) settings.– Marketing– Sales– Customer engagement– HR– Productivity engagement– Crowdsourcing (within a community)

Ok… really, what is it?In a nutshell, gamification is about behaviour change.It’s about getting people over the motivation hump, and creating habits.

1912

1980s

1987

2002

2010

Jane McGonigal’s “Gaming can make a better world” TED talk.

Today

Jesse Schell @ DICE2010

Gamification in contextWhat it isn’t.–Is not simulators–Is not using a game in a company context–Is not just for marketing or company engagement–Is not just PBLs (points, badges, leaderboards)–Is not game theory

Gamification in contextWhat it is.– Gamification is about listening to what games can

teach us– Is about learning from game design (and

psychology, management, marketing, economics)– Is about understanding motivation and human

behaviour, identifying patterns of what makes people do things, and designing a system around it

– Is about appreciating fun

What is a game?A game is voluntary, has objectives, has limitations, and the player thinks it’s meaningful.– A closed, formal system that engages players in a

structured conflict, and resolves in an unequal outcome

– Is a series of meaningful choices– A problem-solving activity, approached with a

playful attitude

We’re talking video games?Yes. Because it’s big business.– Zynga’s Cityville went from 0 to 100 million users in 41

days– Video game industry is an $80B/yr, double that of

Hollywood– Virtual goods make $7.3B/yr globally– 44% of adults have played a mobile game in the last

month– 97% (aged 12–17) play video games– Average gamer age is 30 (37% are older than 35)– 47% of gamers are women

Explosions and violence?No. It’s not all about blowing things up.– Sandbox e.g. Minecraft– Building e.g. Civilization, SimCity– Social building e.g. The Sims, Farmville– MMO e.g. World of Warcraft– Puzzle e.g. Portal, Angry Birds

But it’s still games, right?Do these sound familiar?–Monthly sales competitions (challenges)–Frequent flyer tiers (levels)–Weight Watchers groups (teamwork)–Free coffee after 10 purchases (rewards)–AMEX Platinum (badge – status)

Activating a change in behaviour

Motivation

Ability

Trigger

- Gartner, 2011

“By 2014, 70% of organisations will have at least one gamified application or process.”

- Gartner, 2012

“By 2014, 80% current gamified application and processes will fail due to poor design.”

- Bob Marsh, CEO, LevelEleven, Dreamforce 2013 Gamification Forum

“It’s not about ‘gamifying.’ It’s about driving revenue, saving costs, making people more efficient.”

Gamification: The next trend in user engagement

Presented by David Perkins, Managing Director (Melbourne), KlypThursday 13th March

@klypco@perkatron