LEVEL UP:
USING GAMIFICATON
in content strategy & marketing campaigns
ABOUT MITCH
Mitch Canter is a digital strategist and long-time gamer from Nashville, TN. By combining his passion for games with marketing expertise (and solid web development), Mitch has helped people tell their stories online for over 15 years.
Mitch works with Michael Hyatt & Co. as their senior developer.
https://mitchcanter.me/DS2021
MITCH LOVES GAMES
...AND HE’S NOT ALONE!
67%
of all American adults 18+ play games
https://dotesports.com/general/news/more-people-in-united-states-play-video-games-than-ever-before-esa-reports
THERE’S A REASON
SO...
WHAT IS GAMIFICATION?
WHAT IS GAMING?
A contest or world with set rules, mechanics, and principles that people interact with for pleasure.
WHAT IS GAMIFICATION?
Using set rules, mechanics, and principles to encourage interaction with your brand, business, or marketing campaign.
WHY IS GAMIFICATION IMPORTANT?
FIRST ANNOUNCEMENT
Gamification increases brand awareness by being engaging to visitors.
But… is it effective? YES
PRINCIPLES OF GAMIFICATION
THE TYPES
OF PLAYERS
BARTLE’S
TAXONOMY
Action
Interaction
Players
World
Achievers
Explorers
Killers
Socialites
Action
Interaction
Players
World
Achievers
Explorers
Killers
Socialites
GAMING
MECHANICS
WAIT… MECHANICS?
Mechanics are patterns and constants that define the rules for a game
PROGRESS
ACHIEVEMENTS
LEADERBOARD
SCHEDULE
STATUS
POINTS / LEVELS
A virtual or physical representation of an accomplishment (badges!)
Show how players are progressing toward personal/community goals
Timeframe and delivery of rewards (levels, currency, points, etc.)
The rank, level, or position of a player
Measurement of success based on actions or combinations of actions.
ACTION
BEHAVIORAL MOMENTUM
BLISSFUL PRODUCTIVITY
COMBOS
QUESTS
The tendency of players to keep doing what they have been doing.
The idea that playing the game is more fun/makes you happier than relaxing.
Reward skill by doing a combination of tasks together or in sequence.
A journey or task the player must overcome with set parameters.
TIME/SCHEDULE
APPOINTMENTS
BONUSES
URGENT OPTIMISM
INFINITE GAMEPLAY
COUNTDOWN
Tied to logging-in or participating at predetermined times.
Rewards that are given for no reason.
Extreme self motivation to tackle an obstacle with reasonable hope of success
A game without an explicit end (or with an ‘endgame’ that is never finished).
Limiting the amount of time the player has to complete a task (Sense of Urgency)
PRACTICAL
IMPLEMENTATION
MARKETING CAMPAIGN
DEFINE KPI
EXECUTE
CREATE CONTENT
ANALYZE
MARKETING CAMPAIGN
DEFINE KPI
EXECUTE
DEFINE MECHANICS
ANALYZE
DEFINE PLAYER AUDIENCE
CREATE CONTENT
REWARD ENGAGEMENT
GAMIFICATION
EXAMPLES
STARBUCKS
“The My Starbucks Rewards program uses gamification techniques to increase customer engagement and retention. Members of the rewards program can earn points or ‘stars’ with every purchase and can redeem them for specific items or prizes. Members are also incentivized by receiving free food and drinks.”
DMA FRIENDS
The Dallas Museum of Art removed all paid entrances and added gamification mechanics to exhibits.
Foot traffic & engagement went up, and as result revenue through merchandise and concessions went up.
WOOT
Woot’s “Deal of the Day” used a sense of urgency and loss to encourage shoppers to ‘impulse buy’ their purchases instead of waiting for them.
NIKE +
Gamification of exercise and activity since -2006-
“Nike+ Uses Gamification to Build a Community and Increase Consumer Engagement”
FOLDIT
Gamified scientific research.
In 10 days, users were able to solve a problem that had taken 15 years - map the structure of an enzyme pivotal to the spread of the HIV virus.
QUESTIONS?
THANKS!
CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik.