ENGAGING YOUR ADVERTISINGTHROUGH GAMIFICATION

David Mullich

Electric Sheep Game Consulting

The Gamer

ESRB.ORG

These Are Gamers Too

So, Why Do We Play Games?

Because They’re FUN!

Duh!

Man The Player

In his 1938 book Homo Ludens, Dutch historian Johan Huizinga discusses the importance of play and society.

Huizinga suggests that play may be the primary formative element of human culture. Johan Huizinga

1872-1945

The Magic Circle

Inside the magic circle, real-world events have special meanings.

What About When The “Play” Is Gaming?

The Experience That Gamers Get Urgent Optimism: An immediate need to overcome

an obstacle in our path, with a decent amount of certainty and faith that we can accomplish the task

Social Fabric: Gaming can be a social activity, where gamers can meet new people and new bonds are formed

Blissful Productivity: Willing to work long and hard at something if they find good purpose and reason behind it

Epic Meaning: A grand purpose for going on the quest or adventure we have chosen

How Can We Tap Into This?

Gamification

The integration of game design techniques into non-game environments (e.g., work, advertising, education, etc.) to improve engagement, loyalty, and learning.

Coined in 2002 by Nick Pelling but didn’t gain popularity until 2010

New Word – Old Idea

Gamification Is Serious Business

Richard Bartle’s User Types

Gamification User Types?

You’ve got it all wrong!, says Richard Bartle

Marczewski’s Gamification User Types

© gamified.co.uk 2014Richard Bartle andAndrzej Marczewski

Players

© gamified.co.uk 2014

Motivated by Rewards. Will play your “game” for the purpose of gaining rewards.

Socializer

© gamified.co.uk 2014

Motivated by Relatedness. They want to interact with others and create social connections.

Philanthropist

© gamified.co.uk 2014

Motivated by Purpose. This group is altruistic, wanting to give back to other people and enrich the lives of others in some way.

Disruptors

© gamified.co.uk 2014

Motivated by Change. They come in two basic types: Improves and Destroyers.

Free Spirit

© gamified.co.uk 2014

Motivated by Autonomy. Some are looking to be creators, others are explorers.

Achiever

© gamified.co.uk 2014

Motivated by Mastery. They are looking to learn new things and improve themselves.

Game Rewards

Intrinsic RewardsNew ChallengesNew LevelsBetter WeaponsMore Story

Extrinsic RewardsEarning MoneyLosing WeightLearning Skills

Reward Schedules

Random Rewards

Fixed Rewards

Time Dependent Rewards

The Player’s Journey

Marczewski

Amy Jo Kim

A Gamification Exercise

Onboarding Activity Loop

Mastery Activity Loop

GAME Framework

Gather

WhatWhat are you gamifying?Describe the problem.

WhyWhy are you doing it?Describe the desired outcome.

WhoWho is the target audience?Describe who they are and why they might engage.

GatherRecord the reasons for what you are doing and who will be involved.

Phases of User Journey

Act, Measure and EnrichAct

Describe how you will gamify the user’s journey.

MeasureDescribe what your metrics are and

measures of success.

User TypesWhat user types are you expecting or

trying to encourage at each phase.

EnrolDescribe what the first phase of the user’s journey looks like. Describe what they first experience and what elements and mechanics will help them get started.

EnthuseNow that the user is on board, give them encouragement to keep going and using the system. This phase may see accelerated use.

EngageAfter the initial excitement has died down, what are you going to use to keep the user engaged? You have to reduce any reliance on points and badges at this phase.

Endear/EnrichWhat will your users stay for, and how long will you encourage the longevity of the system?

A Checklist for Gamification

I know WHAT I am going to gamify I know WHY I am going to gamify it I know HOW I am going to gamify it I have discussed this with potential users I have implemented a beta of the solution I have run user testing with a group The users have provided feedback I have made changed based on the feedback I have launched the solution I am collecting quantifiable feedback and success/failure

metrics

David Mullich

@David_Mullich

Electricsheep.biz

Thank you for playing!