Two weeks ago, the team at Gamedojo presented Gamification Lab to a band of marketing professionals. G-Lab is a two half day workshop which provides an introduction to the why and how of Gamification. In it, participants worked on applying Gamification principles to their real-life marketing campaigns; focussing on how to increase engagement, customer loyalty and retention. Here’s some recent stats illustrating just how quickly this trend is growing:

• The market for gamification will grow to $1.6 billion in 2015, from $100 million in 2011 (eMarketer)
• The average growth rate for gamification for the next two years is 150% (M2 Research)
• More than a quarter of the online population now plays at least one game per month on a social network and the industry is expected to hit the $1B mark this year (M2 Research)
• More than 70% of Global 2000 organizations will have at least one gamified application, by 2014 (Gartner)
• By 2015, more than 50% of organizations that manage innovation processes will gamify those processes (Gartner)

Below you’ll find a selection of responses from recent G-Lab participants. It was clear by the end of the workshop that Gamfication is now (if it was not already) an essential component of these brand, marketing and social media professionals toolboxes.  

What were the key out-takes of G-Lab for you?

• Key outtakes for me were looking at the entire customer journey as a success journey to be gamified rather than just elements or campaigns that are gamified.
• That gaming techniques are very valid to marketing, and with the explosion of technology, the ways to interact with ‘players’ is now much broader, and more cross channel.
• Some of the processes suggested provide a great framework to apply gamification techniques to as part of developing game based strategies. Also appreciated confirmation of just how many people are now engaged in ‘games’ – and therefore open to getting involved.
• Key is to keep intrinsic motivators in mind – and leverage with extrinsic motivators.

What do you see as the unique differences that Gamification can bring to the product & marketing mix?

• It brings the fun factor to the heart of marketing initiatives.
• Gamification isn’t unique but rather using these common principles in an organized matter is more likely to produce higher results than just using them ad hoc. Again, working with a brand and their consumers to create a journey that fits with their brand story and outcomes.
• It gives us a richer pool of tools to use, which will improve our [campaign] recommendations.
• Engagement, virality – fun!

Gamification: “It’s hot and it works”

We all know that humans have specific “hot buttons” or motivators, and that these hot buttons can be managed.  Games do this by wrapping these hot buttons inside of proven game mechanics. Marketers can leverage these same levers to drive deeper engagement & participation with their brands. We’d like to bust a common myth: Gamification is not about games; it’s about tapping into basic human response patterns and infusing brand marketing with proven psychology-based tools.

The founder of Gamedojo, Mitch Olson, says that there are a growing number of brands in the NZ marketing community who are on the cusp of engaging with and utilising gamification tools for greater success in marketing campaigns. “Using basic psychological motivators, things which have been true for as long as humans have been, well, human, means that marketing campaigns can align with the very things which make us tick.” Olson says. “There are very sound reasons that the gaming industry has exploded in the way that it has. Gamification gives marketing professionals specific ways to harness these motivators for the benefit of their brand.” Olson says that gamification has now come of age, and is no longer something sitting on the   periphery of marketing practise.  “It’s hot, and it works, and companies who take the time to learn how to do it well are truly reaping the benefits”.

Stephen Knightly commented that internationally, organisations were seeing very positive results. “The creation and strengthening of brand communities is putting people in relationship with the brands they love.  It’s a growing marketing trend, and gamification dovetails with it perfectly.”  He also spoke about the remarkable ability of video games to draw players in and keep them engaged hour upon hour, week after week.  “The great news for marketers is that this level of engagement can be harnessed to create sustained engagement, with non-entertainment related websites & businesses.”

______________________

The Gamedojo (in partnership with Idealog and NZ Marketing Magazine) will be running another 2 half day session of Gamification Lab before the end of the year. If you’d like more information, please contact hilary@gamedojo.com