Jogu, Gamification by Softfobia

Gamification

WHAT IS IN THE GAME AND THE GAMIFICATION?

Gaming has always been an activity in which a man takes a great deal of time and is more focused, motivated and persevering.
This is basically because the gameplay activity is in itself fun and this creates a feeling of pleasure and happiness in any individual.

It is no coincidence that a large variety of games, aimed at the specific word meaning, have a social purpose, teaching or otherwise trying to achieve something useful to the player (eg education, health, emergency management, policy) by combining game, stortytelling, knowledge and fun.

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Engagement

Gamification is the process of integrating on something that already exists, websites, communities, smartphone apps, CRM, the games motivational dynamics, to encourage onboarding, participation, engagement and loyalty.
The Gamification extracts the game mechanics making games compelling and attractive, and applies them in non-gaming contexts to promote actions that can improve the user experience and add value to the aim of the intervention.
Some examples are prizes for the user, points, levels, achievements, leaderboards etc..
However, the motivational aspect is not enough, because this alone becomes predictable; it is necessary to introduce some elements of surprise to keep the interest alive.

Motivation techniques

The games have an incredible motivation, but we can not apply these concepts in any case; there are situations in which it is not appropriate to use these techniques:

where/when there is enough motivation
where/when you need to make quick decisions
where/when it comes into conflict with ethics, for example: drugs, violence, etc..

Summarizing
You can not play at work or school, but it is possible to introduce elements of gamification to make these tasks more fun and engaging.

See how the platform Jogu can help you improve your business.

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STRATEGY

GAME DESIGN

"Gartner Says by 2014 80 Percent of Current gamified Applications Will Fail to Meet Business Objectives Primarily Due to Poor Design".
The heart of a system of gamification should be a situation that we want to change , where we have a problem to solve.

The first step is to have a clear goal to achieve:

customer loyalty (long term)
support a special promo (short - very short - term)
brand awareness (medium term)
social purposes (long term)
education (medium-long term)

and the indicator necessary to measure the success of the strategy :

increase in sales
increase in the user base
increase in the customer loyalty
improvement in behavior
community building

METHOD OF IMPLEMENTATION

On the basis of the target you should choose the method of implementation of the strategy, which can be divided into 3 main types:

Basic Gamification

"Action based" on a service / existing site
Overview: in this case, we focus on an already existing site/service, where users have a level of "engagement" (ie perform actions) to receive a service
(example Bottega Verde)

Desired Effect of Gamification

increase thespend per user, through mechanisms of loyaltythat allow you to accumulate purchases for scoring points
promo mechanisms/coupons available via:
- sharing activities with their network of friends (based on viral techniques)
- sharing
- invite
- minigames
engagement throughleaderboard, achievements, goal coupons

Loyalty Gamification

Overview: in this case we start from an existing physical loyalty mechanism (collection points, loyalty cards,...). The goal is to add an additional level of benefits "expanding" the logic of loyalty in the digital world and offering "virtual perks" and community logic to the user base (eg Nickeez / Esselunga).

Desired Effect of Gamification
Increase the spending in the short-term periods of Special Promotion, adding to the "physical" prize goals additional virtual targets related to virtual goods or additional digital benefits. Having done so, the mechanisms of physical loyalty feed the mechanisms of digital loyalty making possible a continuous exchange between the physical part and the digital part, and increasing the life cycle of customers engagement.

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Awareness Gamification

Overview: in this case we speak of a gamification operation aimed at spreading the knowledge of a product / service using the players hired for a significant viral effect. In this case, the effort is not necessarily aimed to push to purchase, but to boost the sharing.

Desired Effect of Gamification
The sharing and social activity can also be rewarded, however, as they involve a considerable economic advantage for the brands themselves (a good operation of this type generates a lot of viral activity and is then able to promote a brand on a much broader audience withy respect to what we could achieve with the simple budget spent).
Examples (M&Ms, Coca Cola...)
Could ALSO include the benefits related to coupons to be redeemed or gadgets or other items.

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Social and Learning Gamification

Overview: in this case we speak of an operation of gamification aimed to "improve" the learning of concepts or useful techniques. In this case, the push can also happen simply via fun, but usually is linked to an effective storytelling, objectives and competition among users.

Desired Effect of Gamification
The sharing and social activity may be awarded also in this case, since they involve the dissemination of the instrument, increasing their social effectiveness.
Examples (http://seriousgamesmarket.blogspot.it)

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Jogu

HOW DOES IT WORK?

Jogu is a platform that allows easy integration of something already existing (websites, communities, smartphone app, CRM etc.), the gaming mechanics of the games to motivate onboarding, participation, engagement and loyalty.
It allows anyone to create a system of gamification within an existing platform (Websites, E-commerce, Mobile Apps, Community, Existing Databases), through a few simple non-invasive additions. Through a backend management Jogu allows you to quickly build the gaming logic.

Key Features:

Managing a gaming community
Authentication through Facebook or via registration
Using Share and Opengraph (in the case of authentication on Facebook) for sharing the results obtained in the game
Ability to "invite" friends (if authenticated on Facebook )
Management of asynchronous multiplayer games
Management of Leaderboard
Achievements and Player Profiles
"Redemption" of alphanumeric codes obtained within the flow-pack of physical collectible
Virtual Currency accumulated on the player profile by redemption of alphanumeric codes useable to unlock contents
System Tracking the behavior of the players and subsequent Analytics

Immediate feedback

Can an addictive game influence your real life?
Absolutely, it fills breaks and entertains while on the move.
The Jogu notification system allows you to always stay in the game, contacting you during your browsing session within the Website / App hosting the gamification and to inform the achievement of new goals. Furthermore, Jogu can alert external systems, to allow, for example, access to restricted areas or unlock of features on achieving a determined status.

Integration

The necessary additions to the Jogu mechanics are substantially two:

User integration
Action calls integration

All the logic is based on the subsequent disclosure of this information. The integration is lightweight and non-invasive for the website / app hosting the gamification.
On a technical level this is done with calls to SOAP/REST webservice, with a preference for JSON REST calls, lighter and faster to manage.

The typical flow of communication between existing platforms and Jogu:

the website hosting the gamification implements calls to Jogu for actions
Jogu collects the received calls (actions per user)
Jogu assigns scores and notifies of any achievement and status accomplishment
Jogu provides the latest rankings
Jogu processes the statistics and makes them available on the backend

Jogu consists of 4 main modules and this feature makes it an ideal platform for people who are new to the world of Gamification and need to calibrate the objectives, effort and expenses.

Core Module

This is the basic module handling authentication and the main logic for the score related to user actions.

Authentication
User status
E-wallet
Tracking

It's the form required to those wanting to implement a strategy of gamification and having access to a basic IT structure and following the integration on existing systems.

Advanced Logic Management Module

It's the module dealing with initialization and configuration of the advanced features of gamification in a basic strategy.

Gaming Session Manager
Management and opening gaming instances
Management Lobby (optional for multiplayer games)
Tournaments management

This is the form required for those who must implement multiportal / multiApp strategies and manage advanced logic of interaction between users, with multiple sessions and multiplayer logic focused on full gaming.

User module sharing (FB)

This is the module which integrates more deeply with Facebook than the widget module and allows for more specific activities to be linked to particular gamification activities:

Sharing Wall
Opengraph Sharing
Invite and Gifting

This is the form required for those wishing to push their strategy on social networks, especially Facebook.

Promotions form

This is the module that allows the creation and management of coupon codes and promotional links for the promotion of the strategy towards the users, with a dedicated function of push notification and re-engagement:

Sending promotional links
Calendar Promo Management
welcome bonus

This is the form required for those wishing, in addition to the basic gamification strategy, to engage users with push methods of engagement.

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Gamification

WHAT IS IN THE GAME AND THE GAMIFICATION?

Engagement

Motivation techniques