Social Reward Mechanics Gamification Project Peer Review

February 11th, 2013

Authors: Roman Rackwitz, Kabir Ahmad, Toby Beresford, Jorge Simões, Juan Valera, Michal Bakulinski Date: 21 February 2013
The GamFed Peer Review Process brings together all GamFed Members to discuss different realworld cases of gamification so as to identify the best gamification practices that make the experience engaging and are suitable for application in a business context.

Project submitted for peer review: International gamification campaign for Sephora by Actiplay – December 2012. The game was available online until December 31st 2012: http://demo.actiplay.com/sephora/flipper/ Highlighted Gamification Mechanic Firstly, we wanted to identify for ourselves what the business objectives for this project were. The most mentioned responses were: Product recognition, retention, fun, brand awareness. The community agreed one key mechanic as being worthy of ‘best practice’: the ability to share game results in social networks like Twitter and Facebook. This helps create a sense of connectivity and community belonging. This was further incentivized by giving users the chance to gain an extra ball (4th) by posting on Twitter and thus improving their chance to get additional points. It is worth noting that incentivizing similar types of post on Facebook is prohibited under Facebook developer terms on incentivizing integration points. Suggestions for further Best Practice For future applications, we felt it would be helpful if players should not have to read the rules to discover that a social post gained a ball. This could be achieved, for example, by using a visual signpost, after the player lost their third ball, to provide guidance on how to ‘earn’ the 4th ball, at the time it was most needed by the player. Another suggested use for this feature was: “answering questions about the products to ‘earn’ a ball”. This could have incentivised players to deepen their knowledge about the client’s products. Key takeaway Gamifiers should look to leverage social reward mechanics, when permitted by the social platform, in gamified experiences. For more best practice, and to become a member of the International Gamification Confederation, please visit http://www.gamfed.com. This document is licensed under Creative Commons 2.0 – Attribution.