Oklahoma City Public Relations Society of America Chapter Professional Development presentation on #Gamification and how to integrate this relatively new technique into marketing, advertising and PR campaigns to drive user behavior and actions through engaging experiences.
By: Ralph J. Davila, APR
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Survival of the Fittest: The Biggest "Game" Will Win (Gamification)
1. Survival of the Fittest
The Biggest “Game” Will Win
Photo Credit: Andrew Zuckerman
Ralph J. Davila, APR
@rjdavila
2. Gami… what?
Gamification is a business
strategy which applies
game design techniques to
non-game experiences to
drive user behavior.
Source: http://www.gamification.org/
4. M2 Research
reports that
Gamification
will be a $2.8
billion industry
by 2016
Source: http://www.gamesindustry.biz/articles/2012-05-21-gamification-market-to-reach-USD2-8-billion-in-2016
A Growing Industry
8. Cyber Psychology
Cognitive neuroscientists at
the University of Rochester in
New York found… games give
players' brains plenty of
practice for making decisions
in the real world.
9. Video Games Engage!
People experience 5 things when
playing video games:
1. Seek Novelty
2. Challenge Yourself
3. Think Creatively
4. Do Things the Hard Way
5. Network
Content Source: Gabe Zichermann
11. Game Techniques DO Work!
“Increase in
engagement and
learning from
video games…”
Why?
Content Source: Gabe Zichermann
“Because
they’re FUN!”
12. Your audience is online!
They seek information on websites,
hand-held devices, tablets, etc.
Savvy consumers look for – tech data,
peer reviews and brand guidance to
direct their purchase decisions
Why Should I Care?
15. Being engaged, included and
receiving incentives!
Motivate players with
virtual gifts; e.g., flowers,
badges.
Bragging rights motivate!
Recognition by peers
What Motivates People?
Sara just got
ousted! Oh ya!
20. Use of Gamification
This is a “Life Simulation” Game
Gaming Similarities: The Sims
You’re living and controlling people online to
achieve a GOAL = ACTION (Buy, Sign Up, Click
Link, etc.)
21. Goal
Celebrate 150th Anniversary by combining
“brand entertainment with gaming”
Experience the lives of 60 different people to
find five clues and find the special hidden
Perrier bottle (Engagement driven!)
If you find it, you’re entered in a
sweepstakes for a chance to win a trip for
two to Carnival venues around the world and
Paris…
22.
23. OKC Zoo: On-Location Games
Kid’s safari game that takes place on the
zoo grounds (Mobile)
Uses QR codes for mobile devices to access
clues (photos) scattered throughout zoo
The incentive? Guess the answer, win
various prizes!
Tied to social media (Facebook Page)
24. Use of Gamification
Uses trivia to engage children to learn
and experience the zoo in a whole new
light!
Trivia questions and answers change
weekly
Engages the persistence, attention to
detail and problem-solving concepts of
gaming (Game Education Modeling)
26. Does Design Just Happen?
They’ve done it, so it should be
easy, right?
Most companies/organizations
fail because they don’t set realistic
business objectives up front!
27. Goal-Setting Approach
Ensure business objectives (i.e. sales
increases, lead
generation, conversion, brand
awareness, etc.) are set
It MUST be fun and engaging for your
target audience
Is it brand appropriate? Is it developed
with your target audience in mind?
28. Takeaways
Create valuethrough quality user engagement
Give your audience a reason to invest their time
Help instructusers on how to play/interact
Encouragesharing with others
Be brand appropriate (colors, logos, content)
Take advantage of detailed measurement tools
Keep it simple and fun!
Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used. Gamification works by making technology more engaging, by encouraging users to engage in desired behaviors, by showing a path to mastery and autonomy, by helping to solve problems and not being a distraction, and by taking advantage of humans' psychological predisposition to engage in gaming.
The Gamification market is poised to grow exponentially to nearly $2.8 billion by 2016!
There are many other industries and areas in which non-game experiences are present (i.e. automotive, engineering, politics, etc.) This presentation focuses on the marketing, advertising, direct and PR applications of the shift from non-game to game-designed engagement/action The technique can encourage people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, filling out tax forms, or reading web sites.
These gaming consoles were new and brought the excitement of gaming into people’s homes! Even though it was just a joystick and button, consumer’s hand-eye coordination and mental acuity was tested and improved from playing.
People teach themselves through these traits… These 5 traits are connected to a constant state of learning Are these 5 traits things we DO? And what we want our CUSTOMERS to SEEK?
Play on people’s egos and give them recognition
To celebrate the 150th Anniversary of Perrier – the longevity, brand loyalty and growth they have achieved through an interactive world YOU, as the consumer, live.
Perrier brings you, the consumer, into their world; a world created around the brand to engage and excite the consumer. This games leads you to an action = Find the secret Perrier Bottle and get entered into a grand Sweepstakes.
Incentivize children and their parents beyond the regular zoo experience by challenging them with the chance to win prizes by playing games!
Make it colorful and graphically appealingMake it brand appropriate – colors and content mimic brand standards and objectives
They fail because they don’t set realistic, business-oriented objectives, not because the game wasn’t fun or didn’t win an interactive award.
Available data from gamified websites, applications, and processes indicate potential improvements in areas like user engagement, ROI, data quality, timeliness, or learning