1. Gamification: The next trend in
user engagement
Presented by David Perkins, Managing Director (Melbourne), Klyp
Thursday 13th March
@klypco
@perkatron

2. Gamification: The next trend in
user engagement

3. Gamification: The proven trend
in user engagement

4. What is gamification?
Basically, it‟s learning from games to
address real-world challenges.

8. Gamification is:
The use of game elements and game
design techniques in non-game
contexts.

9. What‟s great about it?
Gamification is increasingly used in
business and will become standard
practice.
– Games are played across all ages and cultures
– Gamification utilises lessons from
psychology, design, strategy and technology

10. Where can I use it?
Gamification can be used for both
external (customers) and internal
(employees) settings.
– Marketing
– Sales
– Customer engagement
– HR
– Productivity engagement
– Crowdsourcing (within a community)

11. Ok… really, what is it?
In a nutshell, gamification is about
behaviour change.
It‟s about getting people over the
motivation hump, and creating habits.

12. 1912

13. 1980s

14. 1987

15. 2002

16. 2010
Jane McGonigal‟s “Gaming can make a better world” TED talk.

17. Today
Jesse Schell @ DICE2010

18. Gamification in context
What it isn‟t.
– Is not simulators
– Is not using a game in a company context
– Is not just for marketing or company engagement
– Is not just PBLs (points, badges, leaderboards)
– Is not game theory

19. Gamification in context
What it is.
– Gamification is about listening to what games can teach
us
– Is about learning from game design (and
psychology, management, marketing, economics)
– Is about understanding motivation and human
behaviour, identifying patterns of what makes people do
things, and designing a system around it
– Is about appreciating fun

20. What is a game?
A game is voluntary, has
objectives, has limitations, and the
player thinks it‟s meaningful.
– A closed, formal system that engages players in a
structured conflict, and resolves in an unequal outcome
– Is a series of meaningful choices
– A problem-solving activity, approached with a playful
attitude

21. We‟re talking video games?
Yes. Because it‟s big business.
– Zynga‟s Cityville went from 0 to 100 million users in 41 days
– Video game industry is an $80B/yr, double that of Hollywood
– Virtual goods make $7.3B/yr globally
– 44% of adults have played a mobile game in the last month
– 97% (aged 12–17) play video games
– Average gamer age is 30 (37% are older than 35)
– 47% of gamers are women

22. Explosions and violence?
No. It‟s not all about blowing things up.
– Sandbox e.g. Minecraft
– Building e.g. Civilization, SimCity
– Social building e.g. The Sims, Farmville
– MMO e.g. World of Warcraft
– Puzzle e.g. Portal, Angry Birds

23. But it‟s still games, right?
Do these sound familiar?
– Monthly sales competitions (challenges)
– Frequent flyer tiers (levels)
– Weight Watchers groups (teamwork)
– Free coffee after 10 purchases (rewards)
– AMEX Platinum (badge – status)

24. Activating a change in behaviour
Motivation
Ability
Trigger

31. - Gartner, 2011
“By 2014, 70% of organisations
will have at least one gamified
application or process.”

32. - Gartner, 2012
“By 2014, 80% current gamified
application and processes will
fail due to poor design.”

38. - Bob Marsh, CEO, LevelEleven, Dreamforce 2013 Gamification Forum
“It‟s not about „gamifying.‟ It‟s
about driving revenue, saving
costs, making people more
efficient.”

39. Gamification: The next trend in
user engagement
Presented by David Perkins, Managing Director (Melbourne), Klyp
Thursday 13th March
@klypco
@perkatron