Gamification on Branding Gamification Opportunity Drive » Real Customer Loyalty Differentiate » Your Brand @ElisavaBCN Master Branding ELISAVA Barcelona 29-05-2012

1. Barcelona @ElisavaBCN
Gamification
on Branding
@JaumeTeixi
29/05/2012

2. Branding Evolution
Social Media
Gamification

3. Social Media
The Cluetrain Manifesto
Markets are Conversations
Markets are Getting Smarter Faster
than most Companies

4. Social Media
Mark Zuckerberg
A social version of anything
can almost always be more
engaging and outperform
a non-social version

5. Social Media Evolution
Mark Prensky
Digital Natives, Digital Immigrants
Mobile
Instant Everything Generation
Contacts/Friends/ Followers
Social Graph

6. Gamification’s Ancestor
Past » Service Marketing
from Product to Service
Current » Gamification
from Service to Experience

7. Gamification
Game Mechanics
for Non-Game Activities
Game Design
for Branding

8. Veterans’ Argumented Gamification
Ian Bogost » Exploitationware
Richard A. Bartle »
Serious Games Want a Game
Jane Mcgonigal » PERMA
Amy Jo Kim » Smart Gamification

9. Students’ Argumented Gamification
Simon Wiscombe » Rethinking G.
Don't Focus on Achievements…
Target the Journey, Rather than the
Goal
Sebastian Deterding » Defining G.
From Game Design Element to
Gamefulness

10. Social Games
Played on Social Networks
or
Social Graph’s GamePlay
Facebook Connect
Twitter Oauth

11. All Games Are Social?
J. Raddof’s History Of Social Games

12. Social Games’ Design Elements
Tutorial by Default » Casual Gamers
Personalization » Customization
Social Graph » Ecosystem
User-to-User Comm. » Messaging

13. Network Effects
Network Effect
Each new user adds
a positive (+) or negative (-)
effect for the rest
(-) Censorship » Streisand Effect
(+) Virality » k-Factor

14. Design for Player Types
J. Raddof’s Game Player Motivations

15. Design for Contribution
Social Influence » Reputation
Social Favors » Reciprocity
Social Discovery » Efficacy
Social Belonging » Community

16. Design for 3 Cycles
Focus on 3 Engagements Cycles:
Clear Goals » Novice
Fresh Content » Regular
Exclusive Status » Evangelist

17. N. Lovell’s 10 Rules of Gamification
1. You’re not making a game
2. Know what you are trying to achieve
3. Be prepared not to gamify
4. Games are rubbish at customer acquisition
5. Retention is crucial, yet criminally overlooked
6. Monetization may sound great,
but focus on your core business
7. No, games are not just about competition
8. Beware unintended consequences
9. Make it personal
10. Gamification is a process, not a project

18. Metrics AAA + AARRR
Vanity Metrics vs Actionable Accessible Auditable

19. Design Metrics
Churn - Constant loss and gain of members
Cohort Analysis - Aggregates On Time
DAU/MAU - Comparing Daily Active Users to
Monthly Active Users
UAC - User Acquisition Cost
k-Factor - Viral Rate/Virality

20. Gamification Opportunity
The Begining
SkyPoints, Air Miles » Loyalty Cards
Customer Experience
Loyalty & Engagement
Customized Products
Special Offers
Collections & Scarcity

21. Gamification Opportunity
Not Gamification
Content Marketing
Advergaming
Serious Games
Newsgames
Edutainment

22. Gamification Opportunity
Gamification
Respect Organic Virality » Don't Spam
Playing Gives You a Sense of »
Urgent Optimism: Don't Give Up
Provides » Real Return Value

23. Gamification Opportunity
Drive » Real Customer Loyalty
Differentiate » Your Brand

24. Barcelona @ElisavaBCN
Thank You!
Questions?
@JaumeTeixi
29/05/2012