Published on January 30, 2014
@keizng Emotional Loyalty with Game Psychology & become a gamiﬁcation designer in 60mins email@example.com | @keizng slideshare.net/gametize
@keizng about.me/keizng Co-founder and Hustle Ninja of Gametize Hustling for SCB, SingTel, DBS, SPH, SMU Achievements and Badges Unlocked: Reformed Compulsive Gamer, Completely Useless Double Degree Gsummit/Intl Speaker, Flemish, First real game coming up!
@keizng commercial break! Gametize.com and #Gamiﬁcation
Twitter Game @keizng ! Simply tweet and mention @gametize or @keizng, or just follow! ! 1 tweet/RT represents a chance, up to 5 each. All followers/tweeters get coupons! ! 5 lucky winners will get US$1,000 worth of credits on gametize.com ! 1 lucky winner will get a free white-label mobile app powered by @gametize worth US$15,000 ! No Twitter!? Here are additional channels! - Drop me a mail firstname.lastname@example.org - Go like Facebook.com/gametize bit.ly/loyaltygame
@keizng Is your brand engaging and retaining your consumers on social media and mobile? bit.ly/loyaltygame
@keizng Why engage your customers? Engaging them to spend immediately Engaging them to spend in future Engaging them to engage others to spend bit.ly/loyaltygame
@keizng Are you looking for solutions to motivate and engage the employees in your enterprise, such as in learning or productivity? bit.ly/loyaltygame
@keizng Gf" (Fluid Intelligence)! bit.ly/loyaltygame
@keizng Get your hands dirty! What exactly makes a game fun? bit.ly/loyaltygame
@keizng 1. Hard fun" Challenge" Frustration" Strategy" Problem Solving" Sense of Achievement" bit.ly/loyaltygame
@keizng 2. Easy fun" Interesting content" Collecting Items" Amazement" Points and level-ups" Happiness" bit.ly/loyaltygame
@keizng 3. Altered States" Exploration" Escape from thoughts & feelings" Surprises" Discovery" Excitement" bit.ly/loyaltygame
@keizng 4. The People Factor" Competition" Teamwork" Social Bonding" Personal Recognition" Sense of Achievement" bit.ly/loyaltygame
What is the average age of a gamer? @keizng
@keizng A world of its own: China Over 100 million gamers in China that can be engaged through gamiﬁcation China will account for half of the world’s online and mobile game market by 2014 *Source: Emre Tunchilek, December 9, 2012, “The Great Wall of Gamiﬁcation: Rapid Emergence of a Viral Concept in China” bit.ly/loyaltygame
@keizng Closer to home: India Timeshare between mobile apps Games: 16%, Social Networking: 48% App Downloads (free and paid) Games: 60-65%, Social Networking: 5-6% *Source: http://www.avendus.com/Files/Fund%20Performance%20PDF/ Avendus_Report-India's_Mobile_Internet-2013.pdf bit.ly/loyaltygame
@keizng gamiﬁcation = • points and badges • advertgaming • edugaming • serious gaming • social gaming • Farmville • Candy Crush
@keizng gamiﬁcation = a social strategy to add fun, engagement, and design to boring activities. Also a rapidly growing market, projected by Gartner at $2Bn bit.ly/loyaltygame
@keizng gamiﬁcation = going beyond an intellectual understanding to forge an emotional connection. I would even say, emotional loyalty bit.ly/loyaltygame
@keizng motivation feedback action bit.ly/loyaltygame
@keizng happy meaningful emotional intrinsic bit.ly/loyaltygame
@keizng happy meaningful emotional intrinsic Does loyalty today look anything like this?
@keizng happy meaningful emotional intrinsic Gamiﬁcation can create such relationships by improving Service Training, Word of Mouth, Recognition/Prestige
@keizng Gametize My Loyalty, Bitch bit.ly/loyaltygame
G-Market (Ebay of Korea), Qoo10.sg
@keizng Diablo 3 Launch in Singapore bit.ly/loyaltygame
@keizng Diablo 3 Launch in Singapore bit.ly/loyaltygame
@keizng BBVA Game bit.ly/loyaltygame
Hilton Honor Points Share, Tweet for More Points Linked In Level-ups (progress bar) American Airlines Rewards, achievement, level-ups (elite status) Nike Plus Achievement, level-ups, competition
@keizng Gamifying TV Shows: Peeta Planet bit.ly/loyaltygame
@keizng SoShiok: Gamiﬁed Food App bit.ly/loyaltygame
@keizng B2E Engagement: Ninjaville bit.ly/loyaltygame
B2E2C Engagement: DBS
@keizng Gametize s 5D Framework bit.ly/loyaltygame
Get your hands dirty! Identify a problem you want to solve.
Get your hands dirty! Determine your goal: What is the outcome you want to achieve out of gamiﬁcation?
Get your hands dirty! What are your target behaviours?
@keizng Bartle’s Player Types bit.ly/loyaltygame
Get your hands dirty! Proﬁle your target players: Make a list of characteristics of your target group. Clue: Create a persona and tell us a story Kylie is 21, wild, smart, loves watching CSI, hates losing…
Methodology @keizng Gametize’s Basic Design Strategy G! Generous, Visible Rewards (clear path to incentives)" A! Appealing, Fresh Content (create stickiness)" M! Maintainability (easy, powerful dashboard to manage) ! E! Easy, Emotional Experience (make them love it, but hard to master too)" T! Togetherness (create a community)" I! Intrinsic motivations (understand non-reward beneﬁts)" S! Social behaviors (create conversations, sharing)" E! Engagement (create love, loyalty, trust)" KEY ELEMENTS! KEY GOALS! bit.ly/loyaltygame
@keizng Case Study: Standard Chartered Bank
@keizng what you may already know.. Corporate Training: $200bn Corporate E-Learning: $26bn % Fortune 500 with E-learning: 41.7% Asian E-Learning market: $11.5bn by ‘16 Mobile Education Products in ‘12: $4.4bn (Elearning! Magazine – May 2013) And many more awesome mLearning stats.. http://ﬂuency21.com/blog/2013/04/09/20-eye-opening-stats-you-probably-didnt-know-about-mobile-learning/
@keizng what you don’t like hearing.. E-Learning Completion: 30-40% MOOC Dropout Rate (estimated): ~90% “People don’t have time to learn, don’t know where to learn, and don’t want to learn” - Frustrated Client
“We have met the enemy, and he is Powerpoint” http://www.nytimes.com/2010/04/27/world/27powerpoint.html?_r=3
@keizng LEARN! Gain knowledge and experience through challenges" COLLECT! Collect points and badges to level up" COMPETE! Pit your score against other countries and global peers"
@keizng THE GAMIFIED LEARNING EXPERIENCE! Scaffolded Challenges! Instantaneous Feedback! Competitive Spirit! Earning Rewards!
Product! >10,000 employees, 1 million challenge completions"
Backend Create" 1" Organize" 2" Analytics" 4" Content" 3"
@keizng gamiﬁcation is not magic. it is a strategy, which like many others, must be welldesigned and planned. there are no rules to fun.
@keizng otherwise it will backﬁre"
Real Intrinsic motivators
Don’t overgive rewards
Make real fun, and keep them fresh
create emotions create stories don’t be cheesy
@keizng “The opposite of play is not work. It is depression” - Dr Stuart Brown
Get your hands dirty! Design your game and story Upload a photo Write a comment Answer a quiz Make a prediction Scan a QR code Fill in the blank Enter a secret passcode Suggest Something?
References" What is Gamiﬁcation, Really? By Michael Wu http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamiﬁcation-Really/ba-p/30447" " " Why We Play Games: Four Keys to More Emotion Without Story By Nicole Lazzaro http://xeodesign.com/xeodesign_whyweplaygames.pdf " Smart Gamiﬁcation: Social Game Design for a Connected World ! By Amy Jokim http://www.slideshare.net/amyjokim/smart-gamiﬁcation-social-game-design-for-a-connected-world http://xeodesign.com/xeodesign_whyweplaygames.pdf " Meaningful Play: Getting Gamiﬁcation Right ! By Sebastian Deterding http://www.slideshare.net/dings/meaningful-play-getting-gamiﬁcation-right" " "
Demo Video: Gamiﬁcation of Recruitment
Twitter Game ! Simply tweet and mention @gametize or @keizng, or just follow! ! 1 tweet/RT represents a chance, up to 5 each. All followers/tweeters get coupons! ! 5 lucky winners will get US$1,000 worth of credits on gametize.com ! 1 lucky winner will get a free white-label mobile app powered by @gametize worth US$15,000 ! No Twitter!? Here are additional channels! - Drop me a mail email@example.com - Go like Facebook.com/gametize @keizng firstname.lastname@example.org slideshare.net/gametize
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