Gamification Marketing For Dummies. Zarrar Chishti

goals within your campaign. For instance, some campaigns allow users at a certain achievement level to gift membership benefits to family and friends. This element can be difficult to incorporate, but the potential for reciprocity can be a strong motivator.

       Sharing knowledge: This element has become important in gamification lately. You incorporate in your game a way for your audience to answer questions and teach other audience members. When they share their knowledge, your campaign offers them an in-game reward.

      Community

      The vast majority of your intended audience like to be part of a community. The community game type can create a fun environment through interaction with other members.

      Community elements allow audiences to collaborate in order to achieve bigger and better things than they could on their own. Community elements make sense in gamification marketing campaigns because community elements are widely used in popular gamification models. For instance, if you have a FarmVille-type game (www.zynga.com/games/farmville/), audiences will be happy to water someone else’s farm in exchange for new crops for their own farm.

      Here are some elements of the community game type (not every community game will have every one of these elements, so you can pick and choose what works for you):

       Guilds or teams: Guilds allow your audience to share common scenarios and skills, and to be recognized as a trusted, trained resource. Entry into the guild should be through invitation or proof of time spent in the campaign overall. When adding this element, give your audience the ability to build close-knit guilds or teams themselves. Small groups can be an effective way to increase engagement. Finally, you can consider ways to allow team-based competitions.

       Social networking: Allow your campaign to connect with social networking platforms, not only to allow your audience to connect with their current friends but also to become visible to other audience members. This can help create opportunities for new relationships within your campaign. In this way, your campaign can create new mini-communities within each social network platform.

       Social discovery: This element is extremely similar to the social networking element, but it goes one step further. It’s a way for your audience to be found and build new relationships. You do this by using your data to help match your audience members based on their choices and status within your campaign.

       Customization: It is almost the norm now to give audiences the tools to help customize their experience within your campaign. This allows your campaign to be more personal and increases overall engagement. You can offer avatars, allow players to upload profile pictures, and even allow them to upload their own background images. The idea is to allow your audience to customize their environment, letting them express themselves and choose how they’ll present themselves to others within your campaign.

       Time-dependent rewards: Time-dependent rewards may include things like birthday gifts. You can go one step further and design time-dependent rewards that are only available for set period of time (for instance, if audiences come back next Wednesday, they’ll get a reward).

Creating the Perfect Gamification Campaign Settings

      In addition to working out what your gamification campaign will include, you need to decide how your campaign will run. This includes thinking about the demographics, duration, and frequency of your campaigns. This information will help you shape the final shape of your campaign and create a consistent message both for your team and your audience.

      Choosing the right game for your audience

Deciding which gaming elements will work with your audience is essential. One method for finding the right elements is to look at the Bartle player types (see Figure 2-1), a classification of game players based on a 1996 paper by Richard Bartle. According to the Bartle player types, there are four different kinds of players, each motivated by a different incentive for playing:

      FIGURE 2-1: The Bartle player types.

       Achievers: Achievers are all about points and status. Here are some characteristics of achievers:They want to be able to show their friends how they are progressing.They like to collect badges, trophies, and in-game status.They respond well to incentive schemes, such as air miles.They want to gain points or get to the next level.They like proof of success, such as points, possessions, or prizes.They seek rewards and prestige with advancement in the campaign.Around 10 percent of players fit into this category.

       Explorers: Explorers want to see new things and discover new secrets. They aren’t as concerned with points and badges. Here are some characteristics of explorers:They value discovery more value than in-game status, such as badges.They’re okay with repetitive tasks as long as they eventually “unlock” a new area of the campaign.They enjoy the surprise element that is possible in a gamification campaign.They want to discover new things; they love to find hidden treasure.They like to dig down and find something new or unknown. Secret pathways and rare finds excite them much more than prizes do.They care more about the gameplay than the end result.Around 10 percent of players fit into this category.

       Socializers: Socializers want to interact with other people. If you want to appeal to this group, the social interaction elements in your campaign will count more than the campaign’s gamification strategy. Here are some characteristics of socializers:They experience fun in their games through their interaction with other players.They’re happy to collaborate in order to achieve bigger and better things than they could on their own.Their reward is in the relationships formed within your campaign.Around 80 percent of players fit into this category.

       Killers: Killers have strong competitive instincts. Here are some characteristics of killers:They like scoring points, competing against people, taking part in challenges, winning, and showing off their knowledge.They’re similar to achievers in the way that they get a thrill from gaining points and winning status. What sets them apart from achievers is that killers want to see other people lose.They’re highly competitive; winning is what motivates them.They want to be the best players in your campaign.Less than 1 percent of players fit into this category.To attract killers, include elements such as leaderboards and ranks. Consider having audiences compete against each other if possible.

      

If you know the Bartle player types of your target audience, you’ll be able to meet their needs when designing your campaign. To increase the success of your campaign, look at ways you can attract more than one type into your campaign.

There are other demographic factors to consider when developing your next gamification marketing campaign, including the following:

       Gender: My research consistently shows that gender differences exist when considering the motivations for game playing in marketing campaigns. For instance, female audiences have been found to be less attracted to competitive elements. Male audiences are more likely to enjoy action games. Interestingly, women are more attracted to games that involve long-term relationship building, whereas men tend to respond more to task- and achievement-oriented elements. Avoid gender stereotypes. You could end up alienating your audience with the wrong research data.

       Age: Your main concern should be if your audience will instinctively know what to do when they get to your campaign. What does your current