{"id":3624,"date":"2012-09-27T00:00:57","date_gmt":"2012-09-26T23:00:57","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=3087"},"modified":"2023-12-27T07:55:25","modified_gmt":"2023-12-27T06:55:25","slug":"gamification-buzzword","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2012\/09\/27\/gamification-buzzword\/","title":{"rendered":"Is gamification yet another buzzword or a real business driver?"},"content":{"rendered":"

Is gamification yet another buzzword or a real business opportunity? The MIT Stanford lab<\/a> was founded 22 years ago. Visionary Marketing attended a meeting on Sept 19 on the Stanford campus on the subject of gamification. Vlab had gathered a unique bunch of top international experts from Silicon Valley in order to debate this concept. Despite the fact that many think badly of Gamification, our users have explained that gamification isn\u2019t about games but bringing gaming mechanisms in business activities and this was all about rewarding and creating a great experience.<\/em><\/p>\n

Is gamification yet another buzzword or a real business driver?<\/h2>\n
\"Is<\/a>
Courtney Guertin (above), Co-founder of Kiip thinks gamification isn’t a buzzword, he even turned it into a business<\/figcaption><\/figure>\n

1. <\/strong>Margaret Wallace<\/strong><\/a>(below) introduced the session. Margaret is the CEO and founder of Playmatics. She began her pitch by saying that games have been around for thousands of years. Her definition of gamification is \u201cthe application of games mechanisms in non gaming situations, it\u2019s not about angry birds and such like\u201d she said. Why bother gamification? there are a lot of detractors of gamification Margaret said; the Gartner hype cycle is placing gamification at the very top of the Gartner hype cycle \u201cso you are here at the right moment\u201d she added. There are many ways that games can be inserted in business, such as Nike running, Ford\u2019s mobile app, energy orb (an orb which changes colour according to the status of the electricity grid) \u2026 even political groups are using gamification to recruit people Wallace said; Pdt Obama has a Foursquare account for instance. From then on she handed the floor to the other panellists.<\/p>\n

\"Gamification
\n2. Courtney Guertin<\/a><\/strong> (above), Co-founder of Kiip was next on the stage and he presented the concept that he and his partner have designed. The idea was to reward users, through mobile apps and disrupt the mobile app space. In July 2010 they built a demo and started sharing this idea around them. They ended up raising $ 300 k. But \u201craising money is the easy part he said; the difficult thing is building the business\u201d. They then built the platform for rewards (thanks & acknowledgements). They also wanted to avoid building something \u201cintrusive or annoying\u201d. The business model is simple. They charge brands and users are rewarded for their engagement. Among his advice were to understand that the team is everything, and to be prepared for difficult days too. He added that brands, at the outset, didn\u2019t realise that people of all ages were playing games. Not just kids but middle aged mothers and even people above 50 he said. Brands are now, after a few years, very knowledgeable about that and this is why gamification has got a bad name. What you really need to do is how you can create a great experience like this company that decided to change an escalator which no-one wanted to use, by turning it into a living piano; instantly people started to use this escalator for the sake of the experience that it was providing.\"Gamification<\/a><\/p>\n

    \n
  1. Andrew Trader <\/strong>(above), venture partner at Maveron was next. He has been part of the gamification world on both side: as part of the family team at Zynga and from the investment side too.\u00a0 The value of gamification in his mind starts with the value of relationship capital. This is what \u2013 in his mind \u2013 makes farmville so relevant. One has to try and incentivise users to engage more deeply; gamification mechanisms are similar in games like Farmville and business gamification he said.<\/li>\n<\/ol>\n

    \"Gamification<\/a><\/p>\n

      \n
    1. Joshua Williams<\/a><\/strong>\u00a0 (above) from Microsoft<\/a> jumped in the conversation at that time. The idea of gamification according to Joshua is \u201chow we can get a task done in a more engaging and fun way, and less painful. To him there are a lot of challenges with gamification which are overlooked. It\u2019s a double-edged sword but he think that it\u2019s worth looking into.<\/li>\n<\/ol>\n

      \"Gamification<\/a><\/p>\n

        \n
      1. Amy Jo Kim<\/strong><\/a>\u00a0<\/strong>(above), founder and CEO of Shufflebrain said that a lot of her practice recently has been to tune reputation systems to make them more engaging. \u201cWe could call that gamification\u201d she said. Her perspective, is that what makes games compelling is in the design; people are getting smarter faster she said. You have to design systems which have the dynamics of games she said. You have to look at the \u201clarge word of zero sum gaming\u201d she said. She predicted we would see a lot of innovation in that space in the future.<\/li>\n<\/ol>\n

        \"debate\"<\/a><\/p>\n

          \n
        1. Rajat Pahsaria<\/strong><\/a>\u00a0<\/strong>(above) was last. Rajat is the founder and chief officer of Bunchball. Beyond the buzzword he said there are values to gamification such as rewarding users, enhancing the experience etc. \u201cWe have a wealth of big data which is telling us what our users are doing\u201d he said. And this is what gamification does\u201d he said, using these techniques which have been going for years, i.e. rewarding users.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

          Is gamification yet another buzzword or a real business opportunity? The MIT Stanford lab was founded 22 years ago. Visionary Marketing attended a meeting on Sept 19 on the Stanford campus on the subject of gamification. Vlab had gathered a unique bunch of top international experts from Silicon Valley in order to debate this concept. …<\/p>\n","protected":false},"author":2,"featured_media":3081,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4072],"tags":[4080,4163,4201,4423,4875,4925,4937],"class_list":["post-3624","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation","tag-blogbus","tag-blogger-bus-tour","tag-business-2","tag-gamification","tag-silicon-valley","tag-start-ups","tag-strategy"],"yoast_head":"\nGamification buzzword of real business opportunity?<\/title>\n<meta name=\"description\" content=\"Is gamification yet another buzzword or a real business opportunity? 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