Gamification - Level 1
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A presentation explaining the basics of gamification and techniques that brands can use to include gamification in their digital marketing strategy.
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Gamification - Level 1
- 1. Gamification – Level 1 Compiled by Ethinos Digital Marketing
- 2. What is Gamification? Gamification is the use of game design techniques, game thinking, and game mechanics to enhance non-game contexts. Typically, Gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used.
- 3. A day in the life of an Indian consumer Watches television for Reads the newspaper two-three hours before (exposed to at least 300 heading to bed (exposed ads) at least 300 ads) Watches the morning Travels back home after news before heading to office (exposed again to office (exposed to at at least 300 billboards) least 50 ads) Travels by Surfs the internet for bus/train/personal work related information vehicle (exposed to at (exposed to at least 1000 least 300 billboards) ads) When we take the younger audience in picture, the numbers will be higher A typical Indian consumer is exposed to at least 3000* ads in a day *Source: Association of Indian Magazines
- 4. So how does Gamification help? • Gamification allows advertisers and marketers to promote a certain kind of behavior among their target audience; and this helps them break communication barriers. • It allows brands to market themselves without making the audience feel that they are being marketed to.
- 5. So how does Gamificaton help? • Gamification allows brands to encourage a richer engagement with their customers; often resulting into the development of a strong brand loyalty. • Gamification techniques in marketing do not guarantee success; but completely ignoring Gamification techniques from the marketing mix is a definite route to failure.
- 6. Examples of Gamification Foursquare users can claim mayorships, Microsoft struck a chord with traditional unlock badges, receive special offers gamers when they first rolled out and rewards such as discounts to achievement points with X-Box Live. specific retailers, etc. while also tracking Users playing the X-Box Live games against friends via a leaderboard. could earn a certain amount of ‘Gamerscore’ by completing specific tasks or actions in a game; and could also compete with other users. Linkedin offers a small example of Gamification by drawing users’ attention towards a profile completeness percentage in order to trigger behavior that drives users towards completing their profile.
- 7. Gamification techniques • Achievement badges • Achievement levels • Leaderboards • A progress bar or other visual meters to indicate how close people are towards completing a task that the company is trying to encourage.
- 8. Gamification techniques • Virtual currency • Systems for awarding, redeeming, trading, gifting, and exchanging points. • Challenges between users • Embedding small casual games within other activities.
- 9. How Brands Are Using Gamification
- 10. Microsoft PowerPoint Ribbon Hero • Microsoft added something called PowerPoint Ribbon Hero as a gaming component to PowerPoint. • The idea was that the more functions a person used, the more rewards he earned. • When a person progressed beyond a certain level in PowerPoint, he could unlock PowerPoint animations that were not available to the regular user. • This helped engage many more users as people got very curious about the new animations that would be made available to them.
- 11. NIKEiD • Nike came up with something called ‘NIKEiD’; a game mechanic where a person could personalize his shoes. • Through their ‘NIKEiD’ site, a person could fully customize the colours, materials, sizing, and fit to create his own exclusive pair of Nike shoes and NIKE would ship it just for him. • The fact that teens could customize and design their own shoes made the whole process of ordering shoes a lot more exciting and engaging. • NIKEiD was a property that went viral.
- 12. My Starbucks Rewards • Starbucks has incorporated game techniques into its popular loyalty program called ‘My Starbucks Rewards.’ • Starbucks incorporated multiple levels and associated rewards and perks per level with a progression tracker; which gave users the incentive to continually engage with the brand and earn maximum rewards.
- 13. American Airlines • American Airlines uses a simple game mechanism on their mobile application to visually represent a flyer’s current Elite Status Qualification. • The users can see how many rewards they have and how many more they need to achieve a goal. • Over 40 million people globally use this application.
- 14. Mint • Mint offers a financial fitness score based on task completion and achievements. • The more tasks you do with the online financial site, the higher your score goes; and unlocks more opportunities. • Mint takes an ordinary exercise and creates a casual gaming experience that helps the creation of an opportunity to drive new user acquisition.
- 15. Siddharth Hegde siddharth.hegde@ethinos.com +91 9820 2172 52 Game Over
- 16. Sources blogs.imediaconnection.com www.marketingsherpa.com www.wikipedia.org blairkeeley.wordpress.com