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Why TIME Is Money Online & Ecommerce Is Like Video Games

Why TIME Is Money Online & Ecommerce Is Like Video Games | Contests and Games Revolution | Scoop.it
Why TIME Is Money Online
I've wrestled with how to fit three concepts into online marketing for years:

* Narrative (storytelling).
* Video Games.
* Time.…


This post, thanks to a great game theory post by Jesper Juul, is as close as we've come to fitting these three important puzzle pieces into a "super symmetry". Time is money online and its important to understand how to create online environments that work with customer expectations and major trends such as:

* Mobile First.
* Ubiquitous and always on web.
* Social nets and increasing connections and connectivity.
* Design.
* Alignment with visitors needs, expectations and aspirations. 
* Super-Symmetry between once disparate technologies.  

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Increase Engagement: Include Core Drives That Make Candy Crush So Addictive To #Gamify

Increase Engagement: Include Core Drives That Make Candy Crush So Addictive To  #Gamify | Contests and Games Revolution | Scoop.it
Regular Stanford Lecturer Yu-kai Chou evaluates the Game Mechanics of the popular game Candy Crush and explains through the Octalysis Framework why it wins. (Game Mechanics Research: What Makes Candy Crush so Addicting?
Martin (Marty) Smith's insight:

WOW, what a great post about game mechanics. The psychology of games can inform every Internet marketers efforts. More you know about the real drives of your customers, their personas and your segments the more money you make online.

Here are the "Core Drives" that explain why Candy Crush is so addicting:

* Core Drive #1: Epic Meaning and Calling
* Core Drive #2: Development and Accomplishment
* Core Drive #3: Empowerment of Creativity and Feedback
* Core Drive #4: Ownership and Possession
* Core Drive #5: Social Influence and Relatedness
* Core Drive #6: Scarcity and Impatience
* Core Drive #7: Curiosity and Unpredictability
* Core Drive #8: Loss andAvoidance


Think of "core drives" as things to build IN to your website. Does your website create "Epic Meaning and Calling" or provide Social Influence and Relatedness? The more Internet marketers think like game developers the more money we make. The more "core values" we include the more we think like video game developers.


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Use FUN Theory To Increase Ecommerce Conversions [Videos]

Use FUN Theory To Increase Ecommerce Conversions [Videos] | Contests and Games Revolution | Scoop.it
There is a way to encourage customers to participate or what is the same to encourage him to buy. It's called The Fun Theory, a phenomenon that uses game techniques to influence and motivate people.
Martin (Marty) Smith's insight:

Small Moves In Big Numbers

When I was a Director of Ecommerce a .5% increase in our conversion rate was worth a half a million bucks. You know we were testing and tweaking, tweaking and testing. 

If I only knew THEN what I know now about gamification we could have achieved more than a .5% gain. I make this claim with caution. Ecommerce websites are tuned to do a single thing - move visitors to buyers. 

If your conversion rate is over 10% I wouldn't touch a thing until it begins to lag. If your conversion rate is in the more typical 4% range TEST a little gamification as described here to see if you can find that elusive conversion rate increase that lives out there near Mach 2. 

Good luck. Report any gamification to conversion breakthroughs and I will curate in.  

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Yu Ji's curator insight, April 24, 2013 5:52 AM

During CRM, high customer pariticipating rate is a very important requirement. Fun Theoey can be used to figure out how to motivate customers most effectively.

Luigina Sgarro's curator insight, April 28, 2013 6:44 PM

Fun can be also key to discover our passion. What do we have more fun at?
Il divertimento può aiutarci a scoprire la nostra passione. Che cosa ci diverte di più fare? 

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Six Cool eCommerce Gamification Examples

Six Cool eCommerce Gamification Examples | Contests and Games Revolution | Scoop.it
The video game industry is worth more than $100bn worldwide, so it's no surprise that businesses are using gamification to try to boost sales.
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Martin (Marty) Smith's curator insight, January 21, 2013 10:54 AM

Great examples of gamification and ecommerce here ALL new to me. I continue to believe our websites are about to become more like video games and this excellent article is just another brick in that dam.  

Tamás Turcsán's curator insight, January 23, 2013 11:29 AM

Its really cool...

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Gamification Finds Retail Fans - EYVoice

Gamification Finds Retail Fans - EYVoice | Contests and Games Revolution | Scoop.it
source: iStock Guest Contributor: Daniel Valerio, EY Americas Director, Retail & Wholesale Sector The concept of gaming has certainly evolved. Just a decade ago, this word may have conjured up images of a game of solitaire against the computer.
Martin (Marty) Smith's insight:

As well it should since there are few tactics retailer create that offer as much engagement and conversion benefits. Here is my favorite quote from the piece:

And that reach is profound. In the past decade, gaming has become increasingly social, with users bringing families, friends and even strangers into their online experiences (Words With Friends, anyone?). This speaks volumes to retailers seeking to create a connection between consumer engagement and sales. Add social networking sites like Facebook and Twitter and the door to retailers’ broader community engagement is blown wide open.

When I was a director of ecommere we knew that a tiny fraction of an improvement, say half a point, in our conversion rate was worth a million dollars toplne and several hundred bottom line. Gamify your ecom website to achieve a full point or better (is my bet though we never got to test that theory).

Shopping is a game. The more we treat it that way, reward our "players" and make online shopping FUN the more money we make.



Shopping is a game. The more we treat it that way, reward our "players" and make online shopping FUN the more money we make.

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Semantic Web Is A Game and an Ecom Game Changer

Semantic Web Is A Game and an Ecom Game Changer | Contests and Games Revolution | Scoop.it
Gamer Joseph Kim Rocks E-commerce These are the times we live in. Times when one of the most substantial, intelligent and interesting e-commerce and cont
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9 Amazing Things Unique to Video Games, All #StealThis For Ecom

9 Amazing Things Unique to Video Games, All #StealThis For Ecom | Contests and Games Revolution | Scoop.it
9 Amazing Things Unique to Video Games
IGN
If I asked you what's unique about video games, would you be able to name more than three things?
Martin (Marty) Smith's insight:

Unique To Video Games, But For Home Much Longer?
As a former Director of Ecommerce, stealing any 3 of these ideas currently unique to video games would be worth millions:

Immersion

Engagement

Sense of presence

Interactivity
Shaping The Experience
Customizability


Progress Blockers
Mastery
Replayability

You might think these last three would never apply to ecom, and you would be wrong. Sometimes ecommerce uses progress blockers to filer out the conversion lowering MOOKS (lol).


Mastery - a sense of understanding a "world" so well you are KING or QUEEN of it is always a good idea.

Replayability is the hardest of the three since ecommerce shouldn't suddenly change, but it can add things IN such as Easter Eggs or Amazon's famous gold box. Ecom can also use TIME as the reset button as Amazon does with their Gold Box.


I've yet to find an article about video games that is not spot on to my 7 years and over $30M in online sales as a Director of Ecommerce. The Internet marketing team that figures out how to use video game-like techniques, ideas and strategies makes the next $30M.



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