This presentation was delivered by Colin Cardwell at the Internet Show, 30th April 2012 in Melbourne

1. GAMIFICATION
COLIN CARDWELL,
CEO

2. TODAY
What is gamification?
Why now?
How is it done?
What are the business benefits?
Examples
Questions

3. PLAY ALONG
Hidden in some of the slides in this presentation is
this image
might be more than one per slide
If you can tell me at the end exactly how many times this image
has been shown during the presentation (including this one), you
will win a prize

4. WHAT IS GAMIFICATION?

5. GAMIFICATION IS…
Making non-game activities
more game-like

6. GAMIFICATION IS…
Making things more:
Fun and Playful
Rewarding and Engaging
Exciting and Challenging
Competitive and Collaborative
Social and Sharable

7. GAMIFICATION IS…
Motivating people to do the things you want them to
do
Using the methods that game designers use
Tracking that activity
So that we can feedback and continue to motivate

8. BROAD RANGE OF APPLICATIONS
Education, to motivate learners
Motivate and reward staff
Change in behaviour at a society level
Increase customer loyalty and therefore
increase sales and profits

9. IN SMALL WAYS

10. IN BIG WAYS

11. CONGRATULATIONS!
You’ve just won an award!
You have just won the Bronze Paying Attention Trophy for
paying attention during this presentation
Well Done You!
Keep paying attention to win the Silver Trophy

12. 3 REASONS

13. CHANGES IN CONSUMER BEHAVIOUR
The economy has reduced
confidence
Tending to save more and spend
less
Tending to buy during ‘sales’
Growth in buying online, offshore
Growth in purchase through ‘Daily
Deal’ sites and services
More propensity to shop around

14. THE BUSINESS RESPONSE
More sales to tempt the consumer
Reliance on ‘Daily Deal’ and other promotions
Which has:
Increased customer acquisition costs
Increased customer retention costs
Reduced profit margins

15. MEANWHILE…
…there has been revolution in
the games industry

16. Before the revolution we knew where we stood…
Gamers were young adult males who were anti-social, ate
Pizza, drank Coke by the BIG bottle and had no life. Or maybe…

17. Kids!
And then this happened…

20. WHY DOES EVERYONE PLAY?
Play is part of our make up as human beings
People were playing long before computers were invented
Computer games have been around so long that most
have grown up with them
We don't stop playing because we grow old;
we grow old because we stop playing.
George Bernard Shaw

21. SOME NUMBERS
Over 300 new games are uploaded to iTunes every
day
Around half of all apps downloaded are games
20 million Facebook Apps are installed by users
every day, more than half of those are games
More than half of Facebook active users play
Facebook games at least once per week
There are over 250 million people playing Zynga
games each month

22. AND OF COURSE…
…everyone has a smartphone these days

23. SMARTPHONES
You can get rid of the membership card
Real time interactions
Geo-targeted events
Real time rewards, feedback and reporting
Open line of communication
With someone all the time

24. WHY MIGHT GAMIFICATION WORK?
First…
1. Businesses need new ways to drive loyalty and increase profits
2. Play is for everyone, not just for kids and young adult males
3. Nearly everyone has a smartphone
AND…
In most situations, fun is better than not fun
The value in a reward can be much greater than the value of the reward itself
People are social and what their friends/family think matters to them
Often enough, the difference between choosing one action/product over another
can be tiny

26. THE PEOPLE ARE ASKING
When it comes to all the boring things in the
world (and for many, buying things is one of
them), the people are asking…
Why can’t this be fun?

27. HOW IS IT DONE?

28. THE SECRET GAME DESIGNERS
TOOLBOX

29. THE TOOLS
Points Levels and Progression
Leader boards Badges and Trophies
Virtual Currency Social Media Integration
Virtual Items Fun
Virtual Economies

30. Points
Feedback is important

31. Leader boards
How do we compare to others?

32. Virtual Currency
Making points worth something

33. Virtual Shops & Items
Adding value to the currency

34. YOUR VIRTUAL CURRENCY
Must be of value to the players.
They have to want it.

35. PAYING FOR ACTIONS WITH A VC
Typical Actions PAY THEM
Sign up to a newsletter V$20
Visit a website V$50
Watch a video V$100
Take a survey V$250
Tell a friend about a product V$500
Tweet/post to Facebook about a product V$750
Visit a Store V$1000
Sample the product (test drive) V$5000
Purchase a product V$20000
Purchase lots of products V$ No Limit

36. FLEXIBILITY OF A VC
Typical Actions PAY THEM
Sign up to a newsletter V$100
Visit a website V$50
Watch a video V$100
Take a survey V$250
Tell a friend about a product V$500
Tweet/post to Facebook about a product V$750
Visit a Store V$1000
Sample the product (test drive) V$5000
Purchase a product V$20000
Purchase lots of products V$ No Limit

37. Levels and Progression
The sense of purpose

38. Awards and Trophies
Goals and Objectives

39. Social Media Integration
Spreading the word

40. FUN
CHALLENGING FUN EASY FUN
Objectives, Rewards, Surprise, Adventure,
Accomplishment, Frustration, Discovery, Mystery,
Addiction, Focus Imagination, Curiosity
Goals, Strategy, Obstacles, Levels Content, Experiences, Exploration
4 TYPES OF FUN
PEOPLE FUN CREATIVE FUN
Generosity, Co-operation, Niche Creativity, Expression,
Interests, Networking Individuality, Personalisation
Collaboration, Competition, Avatars, Customisation, Choice
Community

42. CONGRATULATIONS AGAIN!
You’ve just won a better award!
You have won the Silver Paying Attention Trophy for
continuing to pay attention during this presentation
Well Done You!
Who wants to win the GOLD trophy?

43. WHAT ARE BUSINESS
BENEFITS?

44. THE BENEFITS
More engagement in brand
Better feelings towards the brand
Increased loyalty
Lower propensity to shop around
But what is the biggest business benefit of a
traditional loyalty programme?
Data. Behavioural data.

45. BEHAVIOURAL DATA
Pre-Sales
Behaviour Post Sales
Behaviour
(data)
(data)

46. IMAGINE…
being able to track all of the
behaviours and activities that lead to
a sale
Do I get points for trying this on?
Yes you do, because then we’ll start
to understand how many times
people try on before they buy.

47. AND FINALLY…
It is far less expensive to implement than
a traditional loyalty programme
And far less expensive to run (no
toasters)
And that opens it up to organisations that
couldn’t previously consider a traditional
loyalty programme, like:
TV Shows and Channels
Charities
Low margin businesses

48. SOME EXAMPLES?

49. ABC READING EGGS

50. ABC READING EGGS
Targeting 3-6 year olds
Over 2000 reading based activities
which progressively unlock
Kids earn Golden Eggs every time
they complete one. Other rewards
too.
Kids spend them on their house,
their avatar and to play games (over
30 games to choose from)
Progress reports for teachers and
parents

51. RSPCA RESCUE SHELTER

52. RSPCA RESCUE SHELTER
Rich Social game on Facebook
Players build and grow their own
Rescue Shelter
Equip it and customise it from a range
of virtual shops
Employ staff, build buildings and
landscape
Top up their currency by making real
donations
Vouchers are used to drive other
actions.

53. FOX FOOTY LIVE KICK

54. FOX FOOTY LIVE KICK
Players choose a team to play for
when the register
Fan teams play against each
other during a LIVE match
Players get a feed of kicks based
on the kicks from the LIVE game
Players earn VC every time their
team scores
Players spend VC to take a kick
and more to re-takes misses
Game ends 15 minutes after the
Live game ends

55. FOX FOOTY LIVE KICK
Footy$ are the virtual currency
Additional Footy$ can be earned
by completing brand actions:
Visiting Fox Sports, NAB and
Foxtel sites
Watching live matches
Watching other shows on TV
Signing up to newsletters
Following on Facebook
We’ll be adding others through the
competition.

56. CONGRATULATIONS!
You’ve just won the biggest award!
You have won the Gold Paying Attention Trophy for
continuing to pay attention during this presentation
BIG Well Done You!

57. QUESTIONS?
Thank you

58. THE CORRECT ANSWER IS…
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