Games

How Brands Use Gamification To Boost Their Marketing Efforts

How Brands Use Gamification To Boost Their Marketing Efforts There’s one thing which is troubling the marketers all over the world – over exposure of traditional marketing. Fortunately, marketers have recognized this problem and they are looking at alternate innovative solutions for their marketing requirements. In such a scenario, the concept of Gamification has started creating ripples across the corporate world.

Gamification is an extremely powerful tool if used the right way. A lot of industry giants have attempted and succeeded in executing gamified marketing strategies. Below is a collection of the some of the best cases where brands have used gamification effectively to boost their marketing initiatives.

Campaign: My Coke Rewards

Coca-Cola was awarded ‘The Best Use of Gamification 2014’ for its marketing campaign ‘My Coke Rewards’. It’s a customer loyalty program which runs on the concept of rewarding loyal users of the brand. Customers are encouraged to enter codes found on specially marked Coca-Cola products, on a website where they can convert these codes into redeemable points. These points make the users eligible for a variety of prizes.

Campaign: Happiness Quest

Another example of Coca-Cola’s gamified strategy is its ‘Happiness’ campaign. As a part of this campaign, Coca-Cola personified the activity of using vending machines in Japan. With the help of QR codes, each customer is allotted a single machine referred as ‘My Machine’. Users are awarded points on the basis of the number of check-ins and interactions with the vending machine.

Campaign: Nike Plus

In 2012, Nike launched Nike Plus – an application that allows users to track and share their workout statistics; and earn ‘NikeFuel Points’ in return. NikeFuel is a unique way of measuring all kinds of activities. The campaign has been an instant hit, leading Nike to gain a pre-dominant hold over its market.

Campaign: StarPlayer

Heineken was the official sponsor of the Champions League. It launched a gaming app – StarPlayer to boost user engagement during the match. This app allowed users to share their predictions during critical match moments by downloading the Heineken app. They were awarded points on correct answers.

I guess these are enough to give you an idea about how gamification works. In case you have more such brand cases to share, do respond in the comments box below!

Advertisements

5 Key Benefits That Gamification Brings To Your Business

5 Key Benefits That Gamification Brings To Your Business

Gamification is no longer just a buzzword. It has found some real and interesting applications in the domains of learning, marketing, personality development, data analytics and so on. The right implementation of this concept can generate powerful results and do wonders for your business.

Here are the 5 key benefits that Gamification will bring to your business.

1. Making the mundane interesting

The game-based interactive elements add thrill and fun to the otherwise mundane processes. Whether the task is about conducting a survey or employee training, gamification makes the process more interesting as the knowledge is supplied non-intrusively, thereby yielding better results.

2. Sustainability

Using Gamification in your company is a strategy for sustainability. The games are re-playable and are built using real-life scenarios. They can be played again and again for performance improvement without incurring additional costs on the company.

3. Real-time analytics

A gamified campaign will allow you to target particular user groups of your interest and get real-time feedback. You can analyze the user behavior and draw inferences. Such feedback is a powerful contributor in designing your business’ future strategies.

4. Self-motivated work force

These games are built with features like leaderboard, award system, etc that reward the employees on their accomplishments. This keeps each employee self-motivated and self-aware about his/her performance.

5. High productivity and ROI

These games can be customized to align with your business objectives. Gamification’s unique features directly link the company’s objectives to the employee performance, thereby increasing the overall productivity. Any initial investment made to include game-based learning in your business is easily replenished along with a high ROI.

I guess that’s all! If you think of any more, please share with me!

8 Reasons To Use Serious Games For Training

Screenshot 2014-12-26 22.27.26

1. Highly Engaging
Serious games are very engaging and communicate in a fashion that is easily acceptable by the human mind. Use of elements like story, interesting characters, relevant settings, etc engage the user emotionally.

2. Safe Environment
Users learn to deal with real life-like situations in a safe and engaging environment. They can make mistakes and keep on practicing till they are well-trained, which in turn boosts their confidence.

3. Instructional Design Based
Serious games are always designed after conducting an instructional design study (the study of creating instructional experiences which make knowledge acquisition more efficient and effective). It foresees and tackles the possible roadblocks that might hinder the learning process.

4. Reusable & Cost-effective
Once designed, Serious Games can be used multiple times. You don’t need a facilitator or special sessions to use this. The cost for maintenance and updating a serious game is negligible given its extensive uses.

5. Easy to Understand
Serious games are great when it comes to delivering complicated knowledge. These games communicate complex pieces of information in a fun and engaging way.

6. Reporting & Analytics
Serious games allow you to capture the users’ data. This is one of the main advantages they have over offline or classroom training. These reports can be used later for optimising the training content.

7. Acts as a Booster
These games can boost any learning methodology i.e. These games provide a welcome break in between modules or learning schedules and engage the user by means of its gameplay.

8. Tried & Tested
Serious games ARE effective! Several Research Studies have acknowledged the fact that serious games do add on to the overall learning experience. These games have been used in different sectors like defense, retail, insurance, etc and have been found useful.

The 4 Success Mantras for Every L&D Professional

The 4 Mantras

1. An engaged learner is a battle half-won!
No one likes to learn when he is bored. In fact, people get bored when the learning content is mundane. Make sure your learning content is not dull. Use different techniques like Case Studies, Serious Games, Videos, etc to engage your learners.

2. Practice maketh a man perfect

(Really? You want an explanation for this!)

3. Keep it short and simple
A human brain is better equipped to process information when presented in small chunks. Divide your content accordingly for better consumption.

4. Tell the learners – ‘Why’
Give your learner a ‘reason’ to learn. Tell him how it will help him perform better or make his life better. It will motivate him to interact with the learning content.
If you come up with a 5th one, do let me know.
P.S.: Please feel free to use the infographic for any personal/ commercial purpose.

A Day in the Life of a Serious Game Developer

Image for article

If you are in the serious gaming industry, then probably, you would be familiar with this conversation.

(The conversation starts with me saying that I work with a serious gaming company)

The Other Guy: So, you develop games like Angry Birds? Which one have you developed?

Me (Exasperated already): No! We develop serious games. Not the fancy ones like Angry Birds or Candy Crush.

The Other Guy: Serious Games? What is it?

Me: These are games which are developed for purpose other than entertainment. These are games for training, research or marketing. In other words, these games are not just for fun, but for solving real world problems.

The Other Guy: Real world problems? Oh! Never heard about them. Seems like a new concept.

Me: Many think so, but it’s not. It’s been used since the 19th century, mostly for military or defence purpose. You know, Prussian forces used to have one called Kriegsspiel‘. But the buzz around serious games began once the digital scenario started booming. The term ‘Serious Game‘ was coined in 2001 and then it was adopted increasingly by different industries.

The Other Guy: Whoa! I had no clue. By the way, do these games work? I mean, after all these are just games!

Me: Well, you are right! These are just games. Only, they have a serious purpose. Serious games use entertainment and engagement to convey serious and strategic information or achieve communication objectives.

The Other Guy: I am not sure I understand it.

Me: Alright! So tell me, why is a game fun?

The Other Guy: Because … it is a fun activity which you play and try to win.

Me: There you go, my friend! In any game, you play to win. You make decisions or plan moves in order to win. Serious games work in a similar fashion, except, it delivers some kind of learning using the same mechanism. Amusement is secondary here, and yet it is the secret ingredient that makes serious games work. That’s the reason why we use games to teach our kids. Don’t you think? It makes boring stuff interesting!

The Other Guy: You have a point! Can you name any of these games?

Me: Yes, there are many out there! There’s this puzzle game called ‘Foldit’ which explains how protein folding happens in a human body. Even games like ‘Need for Speed’ can be termed as ‘Serious Games’ …

The Other Guy (Not letting me complete my sentence): Need for Speed? What does one learn from it? I have been playing that one for years!

Me (Now Frustrated): While playing the game, have you noticed advertisements for Porsche or any other racing cars?

The Other Guy: Yes! They’re always there!

Me: That’s the purpose. Need for Speed is an Advergame, a version of serious games, that is used for advertising brands. There are many out there! Even Movies come up with games for promotional purpose. Iron Man has done it. The Harry Potter game was a rage when it was released few years back.

The Other Guy: I remember that one!

This is how it starts and continues … But in most cases, at this point, either I am bored to continue or the other guy is!

So, have you ever had a conversation like this?

7 Tips to Integrate Games into Your eLearning Course

Everyone loves to play! What if I tell you, that you can use games to teach complicated subjects like Compliance Training or processes like Account opening? Yes, these games for training or serious games, do create an engaging learning experience.

Let’s find out how you can integrate these serious games into your elearning courses.

1. Set learning objectives

Yes! Games are for fun! But everyone plays to win! Set your learning objectives beforehand to make sure your game stays in tune with the content.

2. Communicate desired outcomes

Inform the learners what they will gain from playing this game. This will motivate them to participate actively in it.

Screenshot 2014-12-11 16.29.32

3. Tell little, engage more

Do not give out all the details. Communicate what is required. Don’t reveal all the suspense. This will keep the learners engaged as well as won’t take out all the fun!

4. Create opportunity for application

eLearning allows one to learn in a safe environment. Create situations such that learned concepts can be applied. This will help in retention and create a favourable learning experience.

5. Keep it real and relevant

Keep all the descriptions and details like measurements, tools, techniques, spaces, etc., accurate. Virtual practice reduces room for real life mistakes.

6. Value content over gaming

Games make eLearning very interesting, no doubt there! And yet, if they distract your learner from the learning content, then it will fail your learning initiatives.

7. Get regular feedback

Feedback is the best way to know how well the game or module is. A quick quiz works best!

Why Cloud Authoring Tools are the Best Tools for eLearning

Image

Let’s start by understanding, what exactly is ‘Cloud Authoring’!

Cloud authoring is ‘internet based authoring’. In other words, one can access these tools using their web browser. (For example, Google Docs) Everything is online and you just need to log in to get started with your work.

So, what makes Cloud Authoring better than others?

They are free! (Most of them)

Yes! Many cloud authoring tools like Google Docs, Amplayfier, etc. are free. Others like Powtoon, Dropbox, etc. are also free, but in case you need more features than you have to pay.

No installation required

You don’t have to download these tools in order to use them. You can access them using your web browser. All you need to do is sign up. So, you don’t need to have any particular configuration to use these tools. It also saves your effort of coordinating with IT department to install software on your computer.

Accessible from anywhere

These tools can be accessed from anywhere. You can access the content created on these tools from anywhere. You don’t have to go through the hassles of carrying the data everywhere.

Creating on the go

Using these tools, you can create/ edit content on the go. And here’s the best thing, once you load the tool on your website, you can use it even offline. You don’t need internet connection at all, except when you have to save or publish the content.

Easy to collaborate

Collaborating with your colleagues is a lot easier using these tools. You can share the files or the published content for reviewing. Or by sharing the credentials, you can even ask your colleague to make the necessary changes.

Want to try one of these cloud authoring tools? Drop an email at info@ptotem.com and get a trial access to the beta version of Amplayfier, a serious game building app.

Getting Started with Online Training (Part 2)

Cover1

In the last post, we tried to understand the difference between Instructor-led training (ILT) & online training, and the essentials that are required in order to implement online training in any organisation.

Now, let’s learn about the processes one needs to go through while moving from classroom to elearning.

1. Learner Need analysis

Try to understand the demographics of the learners – age, gender, education, language, etc. Find out whether the learners have any prior knowledge of the subject matter or they are completely new to it. This is important since very few people would have the patience to sit through the whole session.

Now that the learners would be dispersed, you need to figure out how to boost interaction between them. Based on these observations, try to decide on the technology or format which you would like to use. Use the one which would be easy to deliver, easy to understand, boost interaction and also, motivate the learners.

2. Content Design & Development

The question you need to ask here is what is the best way to present the content.

Should there be a narrator? or a Sutradhar? or a character which would act as a facilitator? Another option is to use the department head or Subject Matter Expert to act as a facilitator.

Your tools would be one of the deciding factors here. Using tools like Articulate or Ptotemy (www.ptotemy.com) would give you an edge over MS Powerpoint, as these tools help you make your content more interactive and engaging. Other than these, you can even use webinars or videos or serious games to explain concepts. Or a combination of these tools could prove much more effective.

3. Deployment & Marketing

The best way to deploy elearning courses is using a Learning Management System (LMS). You can find many options out there in the market ranging from Open source platforms like Moodle to licensed ones like SkillSoft, Ptotemy, Blackboard, Saba, etc. Using these platforms, you can manage and update the content as well as the learners. You can also record their activities for future reference.

Once your LMS is in place, the next challenge is bringing the learners to this platform. Remember, this methodology is new to the learners. Hence, you need to create curiosity around this to attract the learners. Teaser campaign is one of the effective ways to do this. Create a buzz, put out explainer videos, launch marketing campaigns to make this big.

4. Evaluation & Monitoring

Once the learners start using the system, monitor their activity. Conduct polls or surveys to gauge user feedback. Every learning management system has this facility of creating online polls.

Find out what could be done to improve the effectiveness of the content. LMSes also have provisions for detailed reports. Use them, analyse them and gain insights on what works and what not.

“Remember, what matters is whether the learners understand the content or not. Technology is just an aid and how one uses it to make the content effective is the crux here.”

5 Simple Tricks to Engage the Learner

When it comes to e-learning, engaging the learner is the most vital component that would determine the success or failure of any learning platform. Retaining the learner’s attention is crucial and should be an incessant process because once you have lost the learner, then you have lost the learner.

While one can never run out of ideas to achieve a successful elearning platform, there are some factors which, if nothing else, would serve as a useful reference guide. Let’s find out about them.

1. Content Relevance

Keep the content focused and consistent. Not everyone intends to play scrabble with information. Content information should be tailor-made to suit the audience. Even if there is a minor disconnect, the learners would tend to dismiss or devalue the information. Generating enthusiasm amongst the learners will be achieved only if the content is seen to be directly related to the topic being covered.

2. Always Explain ‘Why’

It is extremely useful and encouraging to learners if they always understand fully why it is that they have been asked to complete a certain task. This takes one back to the relevance of the elearning content. Understanding ‘Why’ piques a learner’s interest in the material and assists him in understanding what they will achieve upon completion of the course.

3. Using the ‘Gauntlet’ approach

Everyone loves a challenge. Even as kids, we like to experiment, experience and solve. People like to find out answers themselves. They feel like they got to the answer by themselves and that they are more worthwhile.

If you provide someone with a challenge, you find a much more thoughtful and creative employee approach in the end.

4. Gamification

Game elements can complement the content information dissemination in a big way. Everyone loves to complete. People like to be seen to have participated and won. Rewards work as a great motivator. This enables them to break the inertial barriers and exert their potential even more. With a target oriented approach, one can make the learner to strive towards improvement. Gamification allows a learner to feel more informative, confident and above all, competitive.

5. Serious Gaming

Serious Gaming or games for training enables over 80% memory retention capabilities. Playing games seems and feels more like a pastime than a chore. Cleverly introducing serious gaming into the course content material could create an exponential increase in the engagement levels than static images, videos or other forms of reading content.

Serious gaming delivers a perfect combination of interaction, engagement and insights. They fit into any Instruction Design effectively. Even while playing a game, the learner is on an active learning path.

You could start with these tips, but remember – engagement is a continuous process. Keep experimenting!

P.S.: Check out our website (www.ptotem.com) for a few examples of serious games.

Top 10 Do’s and Don’ts for eLearning

15thaugblogpost

1. Old powerpoints stink

Making a training presentation and putting it up online, doesn’t really constitute e-learning. PowerPoint presentations aren’t the most effective tool when it comes to learning as it doesn’t have a multi-sensory approach which can challenge, engage, inform and test the learner.

2. Hiring the Right talent

There are 3 major roles when it comes to designing training: Subject Matter Expert (SME), the Instructional Designer (ID) and the Designer. Each person has its own expertise and input when it comes to designing the final product. It is your discretion to choose which role you want to give the most importance to.

3. Keep the content small and concise

Large chunks of information aren’t palatable when it comes to explaining a large amount of information to people, especially new people. The best way to work around that is to use smaller chunks of information. You can use bullet points or you can use a step-by-step process to explain the same information.

4. Brand your Training

With all the material that you put out, keep your brand logo/name on every page as it will show that the training that you are providing is company specific and not generic.

5. Create hands on Demo

Create demos and interactive manuals for hands-on experience as it aids the learning process. Develop a simulation. It is interactive and engaging. Simulations make the trainee feel safe as it is a controlled environment.

6. Use meaningful Graphics

Use graphics only if they contribute something to learning. The graphic needs to pass a simple test: Can a learner look at the image and understand the concept of the training page without reading the text? If not, then don’t use it!!!

7. Have Standards and be Consistent

While designing the training, develop a certain format, i.e. colours, fonts, sizes, layout, template and stick to it. Standardisation helps the learner become familiar with the learning material.

8. Use Scenarios and Case Studies

Use real life scenarios to hold the interest of the trainee. Here’s why it works – if it relates to their life, then they care about it; and if they care about it, then they are interested in it.

9. Use Learning Games

Make the demos into games or serious games, as it engages of the user and makes him involved in the outcome of the exercise. It provides a break in the monotony from the usual reading and graphs hence, engages the learners in a much better way. (You can check out a few learning games here – www.ptotem.com)

10. Certify the participant’s knowledge

Score the tests and evaluations. Quantify their performance. It gives the trainee something to aim for. It is also the best way to see results when it comes to measuring the effectiveness of the learning. Make people aware of their results by either making them take the test again if they don’t score well or by issuing a certificate for scoring a high score.