80 percent of players fit into this category.
Killers: Killers have strong competitive instincts. Here are some characteristics of killers:They like scoring points, competing against people, taking part in challenges, winning, and showing off their knowledge.They’re similar to achievers in the way that they get a thrill from gaining points and winning status. What sets them apart from achievers is that killers want to see other people lose.They’re highly competitive; winning is what motivates them.They want to be the best players in your campaign.Less than 1 percent of players fit into this category.To attract killers, include elements such as leaderboards and ranks. Consider having audiences compete against each other if possible.
Gender: My research consistently shows that gender differences exist when considering the motivations for game playing in marketing campaigns. For instance, female audiences have been found to be less attracted to competitive elements. Male audiences are more likely to enjoy action games. Interestingly, women are more attracted to games that involve long-term relationship building, whereas men tend to respond more to task- and achievement-oriented elements. Avoid gender stereotypes. You could end up alienating your audience with the wrong research data.
Age: Your main concern should be if your audience will instinctively know what to do when they get to your campaign. What does your current customer data tell you? A younger, more tech-savvy audience will hit the ground running. If you’re seeking an older audience, you’ll need to make sure to include multiple explanation elements along with a simpler graphics and mechanics.
Determining duration and frequency
Consider the longevity of your gamification marketing campaign. How long will your campaign last? This is especially important for gamification campaigns, where you’ve invested huge resources creating a unique marketing vehicle. Ideally, you want your campaign to last long enough for your target audience to engage fully.
What’s popular today may not be popular tomorrow. Gamification works best when it’s based on trends, but you need to identify a sensible longevity for those trends.
Try to provide a means for getting customer feedback (see Chapter 10). This can be through forms, chat bots, and social media platforms. Then keep track of public interest in your campaign and make adjustments accordingly. Being able to show your audience you’re listening will produce a positive reaction on social media.
Be flexible. Don’t be afraid to end the campaign sooner than you thought, if you identify interest going stale or, worse, you’re getting negative feedback. Figure out what’s working in your current marketing efforts. You may not need to change everything — just adjust anything that’s causing negative reactions.
Be innovative. Innovation is what gamification is all about. Be creative with your gamification elements. Pay attention to what’s current. Don’t be afraid to be a trendsetter!
After you’ve worked out the ideal duration for your campaign, consider the frequency of it. How often will you bring out a new campaign? Gamification elements are expensive to design and develop, and gamification campaigns can take a lot of effort.
One-off: When the campaign ends, so does the narrative for the gamification elements. When reusing the gamification elements for the next campaign, you’ll produce a brand-new narrative. This approach works well when your audience is exposed to your campaign over longer periods. In this case, a new narrative will reignite their interest in your marketing efforts each time you launch.
Series: Just like a TV series, your campaign’s narrative continues from where it left off with the last campaign. This approach can be extremely profitable in marketing terms. Your message is repeatedly pushed to your audience with minimum effort (after the first launch). This approach works for campaigns that are short, leaving your audience wanting more.
Seasonal: Here, you deck your campaign with the seasonal themes. The most popular version is Christmas, which has historically been the most engaging time for gamification campaigns. This approach can work for medium to short-term campaigns. It can even work for long-term ones as long as the seasonal theme is incorporated within the campaign rather than treated as a relaunch.
In Table 2-1, I compare the various frequencies against the gamification models I look at earlier in the chapter.
TABLE 2-1 Determining the Best Frequency for Your Gamification Model
| Game Model | Cost | Development Time | Best Frequency |
| Action | Low | 1 to 2 weeks | Series, seasonal |
| Simulation | High | 3 months | One-off |
| Interactive storytelling | Very high | 4 to 6 months |
One-off
|
