There’s no doubt that game developers have been creating engaging experiences for a lot longer than brands have. And it’s undeniable that the motivations of gamers – achievement, competition, cooperation and immersion – strongly appeal to a millennial audience. For instance, when it comes to immersion, Skyrim offers a massive world for players to explore for hundreds of hours.
So why can’t brands follow suit?
Some brands have in fact jumped on the bandwagon such as how The Hunger Games’ in-universe Web sites immersed fans in the world of the films and novels. More brands should think about how they can better engage their consumers by getting into the mindset of a game maker. It’s not about adding some level of gamification to marketing campaigns but more about honing in on the same emotions that get gamers engaged with the games.
Shankar Gupta is looking forward to sharing how the motivations game makers do such a fantastic job of tapping into can also be harnessed by brand marketers.
3. PROPRIETARY & CONFIDENTIAL
It’s about motivations, not mechanics
3
Gamification is about creating a
Skinner Box for your brand, not
understanding the fundamental
motivations of why people engage.
Skinner Box, n.
A device for studying the learning behaviour of animals, esp rats and pigeons, consisting of a box in which
the animal can move a lever to obtain a reward, such as a food pellet, or a punishment, such as an electric
shock
4. Why do we care what games
can teach us about
engagement?
9. PROPRIETARY & CONFIDENTIAL
The Motivations of Gamers
9
One Player Many Players
Inward Focus
Outward Focus
Achievement
CooperationImmersion
Competition
20. 20
Immersion
+
Achievement
Fans of the Old Spice
Responses became
immersed in the dozens of
videos produced, and
strived to get a response
directed at them.
23. PROPRIETARY & CONFIDENTIAL
23
ask yourself: “If this campaign was a
game, would i play it?”
Achievement
CooperationImmersion
Competition
Am I allowing my consumers
to challenge one another
and feel the satisfaction of
victory?
Am I giving my consumers a
multi-part challenge and
then recognizing them for
overcoming it?
Am I showing my
consumers a deep and
interesting story or world?
Am I helping my
consumers cooperate to
create, accomplish or
overcome something?
24. PROPRIETARY & CONFIDENTIAL
24
ask yourself: “What kind of game would
my brand make?”
Striving Brands
Friendship BrandsStorytelling Brands
Competitor Brands
Am I letting my consumers
create something and
recognizing them for that
achievement?
Am I showing my
consumers a deep and
interesting story or world?
Is my brand about coming
together, collaborating,
and friendship?
Is my brand about fighting,
winning, and being the best
there is?