Psychological Principles of GamificationKnow the 2 Key Principles that Work in Gamification
1 — Well-timed reinforcements
Humans are pleasure seekers and thus, hard-wired to repeat an action that gave them pleasure in the past.
Hence, design a reinforcement schedule for your post-show marketing as a core motivating factor to enrapture your audience and confirm continued participation
in your gamification program.
"The key to any successful game is knowing when, how many, and at what rate points or other rewards are given or taken away"
Proper timing and the right interval reduces the chance of user boredom
2 — Intrinsic Motivation
"Csikszentmihalyi’s concept of "flow" argues that excitement relies on building an optimal state of intrinsic motivation, which comes from finding the fine grey area between certainty and uncertainty."
If uncertainty overtakes a player, they will not be motivated to continue playing. Likewise, if a player is certain they will win, they will not be motivated.
THE BUTTERFLY EFFECT OF MARKETING – HOW BRANDS ARE USING REWARDS TO UNLEASH perrennialPArTICIPATION
“Companies that speak in the language of the pitch are no longer speaking to anyone.”
Download buyer persona template here to learn how to make buyer personas for your business
How Can Personas Be Used in TRADE SHOW Marketing?At the most basic level, developing personas allows you to create content and messaging that appeals to your target audience.
It also enables you to target or personalize your marketing for different segments of your audience.
When exhibiting at trade shows, you can divide your booth space into 3 segments based on 3 types of personas. Tailoring your message bassed on persona segmentation will help you attain better
retention of their attention.
KNOWTHE PERSONALITYOF THE GAMERSGamification is not a one-size-fits-all technique.
While the best gamification programs offer something for every personality type — the constraints of your booth design space will set a limit to design games for every personality
DESIGN YOUR GAMES FOR THESE 3 SUB-GROUPS
1 — Fun Seekers
"These are the gamers you will find cozied up next to a book of Sodoku or immersed in the morning crossword puzzle. They play simply for the enjoyment of the process."
Methods for luring and
engaging fun seekers:
Interactive advertisements for your pre-show marketing and post-show marketing — digital games that simulate real life problems, and familiar games, such as fortune wheels or word scrambles for
your at-show marketing
2 — Socializers
"These are the Foursquare kings and Words with Friends junkies. Socializers are driven by competitiveness to achieve social benefits, such as recognition, networking, or communication opportunities."
Methods for engaging socializers:
Since, this section of your audience is after tangible benefits, measurable results, and often public recognition — enchant them with 'Progress bars', 'Leaderboards', and 'Honor Badges.'
Hold a pre-show evaluation process and honor them at the show to garner the maximum attention for this segment of gamers.
3 — Reward Chasers
"Primarily reward-chasing gamers are the ones most likely to fill your inbox with Dropbox or Uber invitations — not because of the social recognition they get for the email, but because of the free perks they get for referrals."
Methods for reward chasers:
"These players are most attracted by rewards in any form, whether that's points, virtual currency, discounts, free shipping, exclusive offers, or other benefits. Sweepstakes, contests, limited-time offers, and daily bonus points are all effective methods to spark their interest."
GAMIFICATION DOES NOT NEED TO BE COMPLEX
Know the powerful REWARD COMPULSION LOOP that makes people want to keep playing.
HOW IT WORKS
"1. Perform an action
2. Receive a reward for performing the action (Examples: Five Facebook likes! — A rush of nicotine! A promotion!)
3. This reward triggers dopamine release, which causes feelings of pleasure
4. Receive an invitation to perform the action again
5. Repeat the action in the hopes of getting another hit of dopamine"
While the best gamification programs offer something for every personality type — the constraints of your booth design space will set a limit to design games for every personality
DESIGN YOUR GAMES FOR THESE 3 SUB-GROUPS
1 — Fun Seekers
"These are the gamers you will find cozied up next to a book of Sodoku or immersed in the morning crossword puzzle. They play simply for the enjoyment of the process."
Methods for luring and
engaging fun seekers:
Interactive advertisements for your pre-show marketing and post-show marketing — digital games that simulate real life problems, and familiar games, such as fortune wheels or word scrambles for
your at-show marketing
2 — Socializers
"These are the Foursquare kings and Words with Friends junkies. Socializers are driven by competitiveness to achieve social benefits, such as recognition, networking, or communication opportunities."
Methods for engaging socializers:
Since, this section of your audience is after tangible benefits, measurable results, and often public recognition — enchant them with 'Progress bars', 'Leaderboards', and 'Honor Badges.'
Hold a pre-show evaluation process and honor them at the show to garner the maximum attention for this segment of gamers.
3 — Reward Chasers
"Primarily reward-chasing gamers are the ones most likely to fill your inbox with Dropbox or Uber invitations — not because of the social recognition they get for the email, but because of the free perks they get for referrals."
Methods for reward chasers:
"These players are most attracted by rewards in any form, whether that's points, virtual currency, discounts, free shipping, exclusive offers, or other benefits. Sweepstakes, contests, limited-time offers, and daily bonus points are all effective methods to spark their interest."
GAMIFICATION DOES NOT NEED TO BE COMPLEX
Know the powerful REWARD COMPULSION LOOP that makes people want to keep playing.
HOW IT WORKS
"1. Perform an action
2. Receive a reward for performing the action (Examples: Five Facebook likes! — A rush of nicotine! A promotion!)
3. This reward triggers dopamine release, which causes feelings of pleasure
4. Receive an invitation to perform the action again
5. Repeat the action in the hopes of getting another hit of dopamine"