Engaging millennials with gamification: Gabe Zichermann at TEDxBroadway

Summary

In this talk, the speaker discusses how millennials, influenced by technology and gaming, are changing the way we consume and interact with content. With shorter attention spans and a preference for constant engagement, this generation has embraced the concept of 'gamification'—using game mechanics to drive behavior and enhance experiences. The speaker highlights the need for live entertainment and content creators to adapt, leveraging technology to create immersive, interactive experiences that resonate with today's audience. Gamification, feedback, and community are key elements for future engagement.

Takeaways

• 🎮 Millennials are reshaping audience behavior, preferring interactive and immersive experiences influenced by gaming.
• 📱 Millennials are easily distracted, constantly multitasking with their devices, which affects how they consume content.
• 🤔 Dopamine and the winner effect drive the need for constant challenge and achievement, shaping millennial behavior.
• 🎯 Gamification, or using game mechanics to engage audiences, is a powerful tool to leverage millennial interests.
• 👥 The three F’s—Feedback, Friends, and Fun—are key to creating engaging and successful systems for millennial audiences.
• 🍕 Personalization and involvement, as seen in apps like Domino's Pizza Hero, are highly effective for user engagement.
• 🏃‍♂️ Millennials value progress and personal achievement, as evidenced by apps like Nike Plus that connect with their drive for mastery.
• 🔄 Binge consumption is a growing trend, where users want to consume large amounts of content at their own pace.
• 👥 Tribalism plays a significant role in how millennials connect, as shown by campaigns like Tabasco Nation that foster a sense of community.
• 📊 The need for interactive, immersive experiences isn’t just limited to millennials; it’s desired by people of all ages.

Q & A

What is the central theme of the presentation?

The central theme is the shift from a traditional audience model to an interactive, player-driven model, influenced by the rise of millennials and gaming culture. The presenter argues that millennials are reshaping how we interact with content, and this change is driven by gamification and technological engagement.

Who is the next generation customer, and what are their key characteristics?

The next generation customer is primarily millennials, characterized by being easily distracted, tech-savvy, obsessed with their devices, and driven by constant feedback and reward systems, much like in video games. They are also noted for having conquered boredom and prefer engaging experiences over passive consumption.

What role does dopamine play in the behavior of millennials according to the speaker?

Dopamine plays a crucial role in reinforcing behavior. Whenever millennials experience challenge and achievement, their brain releases dopamine, creating a pleasurable experience. This cycle leads to a preference for activities that provide constant feedback and rewards, which is why they are drawn to games and interactive experiences.

How does the concept of 'gamification' relate to the future of live entertainment?

Gamification involves applying game-like elements—such as feedback, friends, and fun—to non-game contexts to engage audiences and change behavior. The speaker believes that live entertainment can leverage gamification to make performances more interactive and engaging for a generation used to being part of the action.

What are the 'three F's' the speaker refers to, and why are they important?

The 'three F's' are Feedback, Friends, and Fun. These elements are key to creating engaging and interesting systems. Any experience or system that incorporates these aspects effectively captures and retains the audience’s attention.

How has social media changed live experiences for millennials?

Social media has become an integral part of live experiences for millennials, as they now view their online audience as part of the live moment. This creates a feedback loop where social interactions, such as likes and comments, become part of the experience. Some people at home can even provide more engaging feedback than those present at the event.

What impact has the rise of technology had on millennials' attitudes toward driving, as mentioned in the presentation?

According to the speaker, one reason driving rates have fallen among teenagers is the increased awareness of the dangers of texting while driving. The need to stay connected to social media has led many to avoid driving altogether, a shift the speaker finds humorous and unexpected.

What does the speaker mean by 'binge consumption,' and how does it relate to content consumption?

Binge consumption refers to the desire to consume large amounts of content in one sitting, a trend popularized by streaming platforms. Millennials, and increasingly other age groups, want the ability to control how much content they consume and prefer to dive deep into content they enjoy, often consuming it in a binge-like manner.

How has Domino's utilized gamification to engage customers and recruit employees?

Domino's created the 'Domino's Pizza Hero' app, where users can virtually make pizzas. If players perform well, they can even be invited to apply for a job at Domino's. This app not only engages customers but also drives sales, adding a new dimension to the pizza-ordering process by incorporating gamification.

What is the speaker's message about the future of live media and content creation?

The speaker believes that live media and content creation are at an important inflection point. To thrive in the future, the industry must adapt to the evolving expectations of a tech-savvy, game-influenced audience. Gamification and interactive elements will be key to making content more engaging and relevant to the next generation.