GAMIFICATION

CHAPTER-5
Gamification -
Definition
• What is a Game?
• A game is an activity that is
physical or mental, has rules and
that people do for pleasure.

• What is Gamification?
• Gamification is a simple concept
to understand. Imagine how a game
works. Now imagine all the
principles, elements and techniques
of a game being employed in a
business (non- game situation), by a
business to solve a business
problem.
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Gaming and Gamification
GAME
Fixes rules and goals
Has a winner and a loser
Sometimes it may just be played for a
reward
Involve heavy production time and
complexity
External content may be modified to fit
into the story and scenes
GAMIFICATION
Can simply be a group of tasks
May not have a winner or loser
Rewards may not be available upfront
It is simpler and easier to build and launch
The content doesn't need to change to add
any new features
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Principles of Gamification

Designers Players

Ones who develop the gaming Ones who take part in the game
experience and play it

Participants
Spectators Observers

Ones who watch the game and Ones who watch the game but
can influence it cannot influence it

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Gamification
framework
• Mechanics: Includes all the rules,
goals and the environment created
for the gamification experience

• Dynamics: Revolves around the

player behaviour and its changes

• Emotions: This covers the

different emotions the players go
through
Gamification
used by brands
Starbucks

Starting from receiving the

free personal starbucks card
after registering online,
users continue to earn
rewards and offers as their
continue to make purchases

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Gamification used
by brands
Allied International Credit
This company encourages and
motivates its customer service
team by using gamification.
Employees can earn points,
badges and rewards for doing
regular tasks.

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Gamification used by
brands
Samsung

Samsung build their engagement programme called

Samsung nation, a programme that rewards
behaviors of customers for giving their time and
attention.

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Gamification
strategy
A good gamification strategy needs to focus on the
below:
Motivators and drivers: The unique motivations and
emotions related to their participation in the game
Design of the game: This includes understanding
the game basis the users expectations
Experience: This is one of the key aspects at the
centre of the gamification strategy and the
experience of the game results in how users feel
about the game.
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Elements governing gamification
Progress journey
Different constituents form a part of the
Feedback and reward experience:
Network Leaderboards | Point system |
User experience Countdown | Levels | Goal-setting |
User interface Prizes/Badges | Scheduling of rewards |
Bonuses and lotteries

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Applications of Gamification
Vietnam Idol

This entertainment focusses popular show gamified the

two traditional practices of searching for talent that
relied on an individual to be good, create his/her own
records and when his/her song became popular it results
in sales.

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Applications of
Gamification
Hunt the Bear

A multiple award winning

interactive game using the
gamification concept making
users guess and have a chance to
win rewards, for Tipp-Ex a a
correction fluid brand.
Users created their own actions,
while playing the game.

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Applications of Gamification

Some more examples

a. Starbucks: levels, rewards

b. Xbox Live—achievements, leaderboards
c. Foursquare—badges, rewards
d. LinkedIn—progress bar
e. SalesForce—leaderboard, achievements
f. Nike—achievements, badges, challenges, rewards
g. Microsoft—achievements, contests
h. American Airlines—progress bar
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ACTIVITY:1
Description:
Choose 5 Brands and search for them on Google for
4-5 different campaigns they would have done
across digital and social media. Search specifically
for their Facebook, Twitter campaigns and any
other digital advertising campaigns.
You are required to:
Describe the selected 4-5 campaigns for each brand
in relation to:
a) The assumed objectives of the campaign
b) The assumed role of the user to help meet the
brand’s objectives
ACTIVITY:2
Description:
Think of the any 4 VN Brands in groups and
discuss how these brands deliver on the 10
digital branding pillars.
You are required to:
Articulate each brand in relation to their
branding statement (make assumptions)
a) List down how these brands are likely to
deliver on each of the 10 pillars
b) Discuss with the other groups
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ACTIVITY:3

Description:
Create an imaginary concept of gamification for a
consumer brand, Heinz, that wants to engage teens for its
new range of tomato ketchups. While conceptualising the
game, describe the four gamification elements using the
game as an example. List down these elements and explain
how your imaginary game will bring alive the concerned
element and help the brand deepen its engagement with
the target audience.

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ACTIVITY:4

Description:
Assume a coffee brand with several dozen cafes spread across the country aimed at
youngsters and young corporates who want to spend time sharing and discussing experiences
at leisure. With a keen desire to create top of mind recall amongst their target audience, the
brand wants to embark on a digital only communication plan.

You are required to:

List the steps needed to create a digital plan and the digital ad formats that you assume you
as a digital marketer should suggest. Do add what you think the measurement metrics will be.
Elaborate the steps with rationale and deliverables. Discuss as groups and present the plan in
a few slides.

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ACTIVITY:5

Description:
A famous mosquito repellent brand aimed at middle income home makers in
urban cities, believes in the promise of ‘good habits lead to good times’ is
faced with the challenge of creating good content.
Imagine a) the target group’s interests, b) the brand’s promise and c) the
digital channels you think the target group is most receptive to.

You are required to:

Create a content strategy using a step by step approach, that is built keeping in
mind the objective of increasing engagement with the target audience.
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ACTIVITY:6

Description:
Go to Virgin Atlantic Airlines blog, here http://blog.virgin-atlantic.com/t5/Blog-
Home-Page/ct-p/Cat1#.VwS7NMfwxZ0 and select a story.

You are required to:

Evaluate this content and prepare a summary of the observations
Devise a promotion strategy for the same using social media and other digital
channels to promote it.

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ACTIVITY:7

Description:

Go to www.nytimes.com
a) Look at the Home page and glance at random 10 inside pages (try to
choose different sections). Search for different forms of ad formats on
those pages. Make a list of these formats and describe their type.
b) Now go to the advertising section of the same website (Hint: click on
the ‘Advertise’ link at the bottom navigation on their Home page). Study
the different advertising options offered and prepare a chart of these
options categorising them basis type of Ad format.
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ACTIVITY:8

Description:

Go to the website: http://blog.hubspot.com/marketing/examples-

of-user-generated-content. Pick one of the 10 campaigns that you
think out shone others in creating consumer participation to
generating consumer content. Give reasons for your decisions

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Summary
✓ Gamification is a concept where gaming principles are used in a non-gaming situation
✓ Good gamification strategy needs to have strong motivators, good design and a
superior user experience
✓ Indian Idol is a good example of an application of gamification
✓ Gamification differs from education learning games and online gaming in many ways,
the biggest being that the latter two are not related to brands and businesses
✓ The following comprise the elements of gamification: Progress paths,
Feedback/reward, Social connection and Interface/user experience
✓ Business value is achieved by gamification, not by attracting repeat users, but by
helping change behaviour, develop skills and innovate

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