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Emerging Media Summit
September 13, 2011Louisville, Ky.
GAMING THESYSTEM
A marketer’s primer on gamification
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How many of you do this?
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How many of you did this?
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How many of you remember?
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How many of you remember?
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What about this?
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Really? Dora?
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Commonalities?
They all use triggers to incite action from an audience
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Gamification
Defined
The process of applying game mechanics to increase engagement and participation
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Psychological Triggers
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The Triggers
AchievementAppointment DynamicAvoidanceBehavioral ContrastBehavioral MomentumBlissful ProductivityCommunal DiscoveryCompanion GamingContingencyCountdownDisincentivesEnvyEpic MeaningExtinction
Fixed Interval RewardsFixed Ratio RewardsFree LunchInterval RewardsLeaderboardsLotteryLoyaltyMechanics (Real-Time)Mechanics (Delayed)Micro Leader-boardsModifiersMoral Hazard of Game PlayOwnership
PridePrivacyProgression DynamicReinforcerResponseRolling Physical GoodsShell GameSocializationStatusUrgent OptimismViral Game MechanicsVirtual Items
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You already know it ...
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You already know it ...
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You already know it ...
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You already know it ...
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Gamification Is Everywhere
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Gamification Is Everywhere
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Gamification Is Everywhere
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Gamification Is Everywhere
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C’mon? Games?
University of Arkansas
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C’mon? Games?
University of Arkansas
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The insight into gamers ...
University of Arkansas
Gamers are ...
Deeply connected to a product
Gamers are ...
Likely deeply connected to a community of others using the product
Gamers are ...
Probably what we want our customers to become
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Ingredients of a game
Ingredient No. 1
A goal
Ingredient No. 2
Rules
Ingredient No. 3
Feedback
Ingredient No. 4
Voluntary Participation
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But if you ...
Properly outline goals
and you ...
Properly outline rules
and you ...
Provide proper feedback
and you ...
Incentivize participation
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A manager!
University of Arkansas
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How to gamify your marketing
University of Arkansas
Establish A Goal For Your Customer
Buy X amount
Visit Y amount
Refer Z amount
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How to gamify your marketing
University of Arkansas
Create A Clear Path To The Goal
Achieve these X things
Try these y products
Complete these z tasks
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How to gamify your marketing
University of Arkansas
Reward Along The Way
Basic participation ... reward
Task completion ... reward
Exploration ... reward
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How to gamify your marketing
University of Arkansas
Make The Ultimate Reward Cool
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How to gamify your marketing
University of Arkansas
Make It Fun, Damnit!
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Thank You!
STRAIGHT ANSWERS, REAL HELP
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