emotional loyalty with gamification and game psychology
TRANSCRIPT
![Page 1: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/1.jpg)
Gamification For Consumer Engagement & become a gamification designer in 90 mins
[email protected] | @keizng slideshare.net/gametize
@keizng
![Page 2: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/2.jpg)
Co-founder and Hustle Ninja of Gametize • World’s Simplest Gamification Platform (Gametize.com)
Achievements and Badges • Reformed Compulsive Gamer • Trained in Software Engineering, Business (Finance) • Almost zero game design training (self taught) • International Speaker, Survived Angels Gate • Nominated Top Gamification Innovator/Influencer globally
about.me/keizng
@keizng
![Page 3: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/3.jpg)
@keizng
![Page 4: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/4.jpg)
Why engage your customers?
Engaging them to spend immediately
Engaging them to spend in future
Engaging them to engage others to spend
@keizng
![Page 5: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/5.jpg)
promotional emotional
transactional
@keizng
What kind of loyalty do you want?
![Page 6: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/6.jpg)
emotional
@keizng
Does loyalty today looks anything like this?
![Page 7: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/7.jpg)
Are your consumers engaged enough by you?
@keizng
![Page 8: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/8.jpg)
Maybe your consumers look like this
@keizng
![Page 9: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/9.jpg)
Wow. This is what it should feel like
![Page 10: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/10.jpg)
Let’s get Science to help us get to “Wow”
@keizng
![Page 11: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/11.jpg)
@keizng
![Page 12: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/12.jpg)
@keizng
![Page 13: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/13.jpg)
Gf (Fluid Intelligence) You can be smarter by playing games too
Search for “Keynote Gabe Zichermann at TNW2012” or http://bit.ly/gabetnw
Search for “Andrea Kuszewski increase your intelligence” or http://bit.ly/andreakus
@keizng
![Page 14: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/14.jpg)
@keizng
What motivates us?
![Page 15: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/15.jpg)
What motivates us? Flow Theory, By Mihaly Csikszentmihalyi
![Page 16: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/16.jpg)
@keizng
What motivates us? Flow Theory, By Mihaly Csikszentmihalyi
• One must be involved in an activity with a clear set of goals and progress. This adds direction and structure to the task.!
!• The task at hand must have clear and immediate feedback.
This helps the person negotiate any changing demands and allows them to adjust their performance to maintain the flow state.!
• One must have a good balance between the perceived challenges of the task at hand and their own perceived skills. One must have confidence in one's ability to complete the task at hand.!
![Page 17: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/17.jpg)
Gf
In fact, it is the only industry that mastered user experience
![Page 18: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/18.jpg)
What is the average age of a gamer?
@keizng
![Page 19: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/19.jpg)
What exactly makes a game fun?
@keizng
![Page 20: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/20.jpg)
Frustration" Sense of Achievement"
Challenge" Strategy" Problem Solving"
1. Hard fun"
@keizng
![Page 21: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/21.jpg)
Interesting content"
Collecting Items"
Points and level-ups"
Amazement" Happiness"
2. Easy fun"
@keizng
![Page 22: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/22.jpg)
Exploration" Escape from thoughts & feelings"
Excitement"
3. Altered States"
Surprises" Discovery"
@keizng
![Page 23: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/23.jpg)
Competition" Teamwork" Social Bonding"
Personal Recognition"
Sense of Achievement"
4. The People Factor"
@keizng
![Page 24: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/24.jpg)
Over 100 million gamers in China that can be engaged through gamification
*Source: Emre Tunchilek, December 9, 2012, “The Great Wall of Gamification: Rapid Emergence of a Viral Concept in China”
China will account for half of the world’s online and mobile game market by 2014
A world of its own: China
@keizng
![Page 25: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/25.jpg)
Timeshare between mobile apps Games: 16%, Social Networking: 48%
*Source: http://www.avendus.com/Files/Fund%20Performance%20PDF/Avendus_Report-India's_Mobile_Internet-2013.pdf
App Downloads (free and paid) Games: 60-65%, Social Networking: 5-6%
India
@keizng
![Page 26: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/26.jpg)
! points and badges
! advertgaming
! edugaming
! serious gaming
! social gaming
! Farmville
! Candy Crush
! NOT A GAME DAMMIT
gamification = @keizng
![Page 27: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/27.jpg)
gamification = Use of game design and game psychology in non-game settings to engage the target audience and motivate for target behaviors. It is a process, but not an end point. Also a rapidly growing market, projected by Gartner at $2Bn
@keizng
![Page 28: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/28.jpg)
gamification = A process to engage and motivate your consumers into behaviors that directly or indirectly increase sales. It does not need to be transactional.
@keizng @keizng
![Page 29: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/29.jpg)
gamification
@keizng @keizng
= happification
![Page 30: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/30.jpg)
action
motivation
feedback
@keizng @keizng
![Page 31: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/31.jpg)
Gametize My Shop, Bitch
@keizng @keizng
bit.ly/loyaltygame
![Page 32: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/32.jpg)
![Page 33: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/33.jpg)
![Page 34: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/34.jpg)
G-Market (Ebay of Korea), Qoo10.sg
![Page 35: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/35.jpg)
Diablo 3 Launch in Singapore
@keizng
bit.ly/loyaltygame
![Page 36: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/36.jpg)
Diablo 3 Launch in Singapore
@keizng
bit.ly/loyaltygame
![Page 37: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/37.jpg)
BBVA Game
@keizng
bit.ly/loyaltygame
![Page 38: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/38.jpg)
@keizng
![Page 39: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/39.jpg)
American Airlines Rewards, achievement,
level-ups (elite status)
Nike Plus Achievement, level-ups, competition
Linked In Level-ups (progress bar)
Hilton Honor Points Share, Tweet for More Points
![Page 40: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/40.jpg)
SoShiok: Gamified Food App
@keizng @keizng
bit.ly/loyaltygame
![Page 41: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/41.jpg)
@keizng
bit.ly/loyaltygame
![Page 42: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/42.jpg)
![Page 43: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/43.jpg)
![Page 44: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/44.jpg)
![Page 45: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/45.jpg)
Gametize’s 5D Kickoff Framework
@keizng
![Page 46: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/46.jpg)
Get your hands dirty!
Identify a problem you want to solve.
“Nobody is buying my hammers, because nobody trust them”
![Page 47: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/47.jpg)
Get your hands dirty!
Determine your goal: What is the outcome you want to
achieve out of gamification?
“I want more people to trust my hammers and increase sales by 10 every month”
![Page 48: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/48.jpg)
Get your hands dirty!
What are your target behaviours?
“I want the customers to review my hammers, whether good or bad”
![Page 49: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/49.jpg)
Bartle’s Player Types @keizng
bit.ly/loyaltygame
![Page 50: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/50.jpg)
Get your hands dirty!
Profile your target players: Make a list of characteristics of
your target group.
Clue: Create a persona and tell us a story Kylie is 21, wild, smart, loves watching CSI, hates losing…
![Page 51: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/51.jpg)
G!
A!
M!
E!
T!
I!
S!
E!
Generous, Visible Rewards (clear path to incentives)"
Appealing, Fresh Content (create stickiness)"
Maintainability (easy, powerful dashboard to manage) !
Easy, Emotional Experience (make them love it, but hard to master too)"
Togetherness (create a community)"
Intrinsic motivations (understand non-reward benefits)"
Social behaviors (create conversations, sharing)"
Engagement (create love, loyalty, trust)"
KEY ELEMENTS!
KEY GOALS!
Gametize’s Basic Design Strategy
Methodology @keizng
![Page 52: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/52.jpg)
Analytics"
Create"
Content"
Organize"1" 2"
3"4"
Backend
![Page 53: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/53.jpg)
gamification is not magic. it is a strategy, which like many others, must be well-designed and planned. there are no rules to fun.
@keizng
![Page 54: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/54.jpg)
otherwise it will backfire"
@keizng
![Page 55: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/55.jpg)
Real Intrinsic motivators
![Page 56: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/56.jpg)
Don’t overgive rewards
![Page 57: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/57.jpg)
Make real fun, and keep them fresh
![Page 58: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/58.jpg)
credits to @eliaveris"
Insites Consultin
g!
![Page 59: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/59.jpg)
create emotions even better, stories
![Page 60: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/60.jpg)
@keizng
! On a similar trajectory as social media ! More knowledge and resources will be available ! Courses offered in Coursera, NUS, Ngee Ann ! It is Loyalty on Steroids. Steroids can’t be small ! Certain research shows low dopamine = low rewards
appetite, high dopamine can makes us impulsive http://www.livescience.com/6645-brain-chemical-impulsive.html
Why Gamification Matters
![Page 61: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/61.jpg)
@keizng
What motivates us?
![Page 62: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/62.jpg)
![Page 63: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/63.jpg)
![Page 64: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/64.jpg)
![Page 65: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/65.jpg)
Get your hands dirty!
Design your game and story
Upload a photo Refer a friend Answer a quiz Make a prediction
Scan a QR code Fill in the blank Enter a secret passcode Review a product
![Page 66: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/66.jpg)
References"What is Gamification, Really?
By Michael Wuhttp://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447"
""
Why We Play Games: Four Keys to More Emotion Without Story
By Nicole Lazzaro http://xeodesign.com/xeodesign_whyweplaygames.pdf
"Smart Gamification:
Social Game Design for a Connected World "By Amy Jokim
http://www.slideshare.net/amyjokim/smart-gamification-social-game-design-for-a-connected-world http://xeodesign.com/xeodesign_whyweplaygames.pdf
"Meaningful Play:
Getting Gamification Right !By Sebastian Deterding
http://www.slideshare.net/dings/meaningful-play-getting-gamification-right"""
![Page 67: Emotional loyalty with Gamification and Game Psychology](https://reader031.vdocuments.net/reader031/viewer/2022012918/55a52b201a28ab90678b46d5/html5/thumbnails/67.jpg)
[email protected] | @keizng slideshare.net/gametize!