1. GAMING THE
SYSTEM
A marketer’s primer on gamification
Emerging Media Summit
September 13, 2011
Louisville, Ky.

2. How many of you do this?
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3. How many of you did this?
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4. How many of you remember?
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5. How many of you remember?
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6. What about this?
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7. Really? Dora?
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8. Commonalities?
They all use triggers to incite action from an audience
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9. Gamification
Defined
The process of applying game mechanics to
increase engagement and participation
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10. Psychological Triggers
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11. The Triggers
Achievement Fixed Interval Rewards Pride
Appointment Dynamic Fixed Ratio Rewards Privacy
Avoidance Free Lunch Progression Dynamic
Behavioral Contrast Interval Rewards Reinforcer
Behavioral Momentum Leaderboards Response
Blissful Productivity Lottery Rolling Physical Goods
Communal Discovery Loyalty Shell Game
Companion Gaming Mechanics (Real-Time) Socialization
Contingency Mechanics (Delayed) Status
Countdown Micro Leader-boards Urgent Optimism
Disincentives Modifiers Viral Game Mechanics
Envy Moral Hazard of Game Virtual Items
Epic Meaning Play
Extinction Ownership
Shutterstock.com - Joyful
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12. You already know it ...
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13. You already know it ...
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14. You already know it ...
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15. You already know it ...
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16. Gamification Is Everywhere
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17. Gamification Is Everywhere
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18. Gamification Is Everywhere
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19. Gamification Is Everywhere
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20. C’mon? Games?
University of Arkansas
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21. C’mon? Games?
University of Arkansas
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22. The insight into gamers ...
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
University of Arkansas
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23. Ingredients of a game
Ingredient No. 1 But if you ...
A goal Properly outline goals
Ingredient No. 2 and you ...
Rules Properly outline rules
Ingredient No. 3 and you ...
Feedback Provide proper feedback
Ingredient No. 4 and you ...
Voluntary Participation Incentivize participation
Shutterstock.com - AlexS
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24. A manager!
University of Arkansas
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25. How to gamify your marketing
Establish A Goal For Your Customer
Buy X amount
Visit Y amount
Refer Z amount
University of Arkansas
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26. How to gamify your marketing
Create A Clear Path To The Goal
Achieve these X things
Try these y products
Complete these z tasks
University of Arkansas
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27. How to gamify your marketing
Reward Along The Way
Basic participation ... reward
Task completion ... reward
Exploration ... reward
University of Arkansas
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28. How to gamify your marketing
Make The Ultimate Reward Cool
University of Arkansas
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29. How to gamify your marketing
Make It Fun, Damnit!
University of Arkansas
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30. Thank You!
STRAIGHT ANSWERS, REAL HELP
ExploringSocialMedia.com
NoBullshitSocialMedia.com
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