Global Marketing Tuesday–Game Dynamics


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(1) To accomplish: To finish, complete, or achieve

We accomplished our market share goal: We’re No. 1 in Europe.

(2) Status: A position compared to others

After his success in the last campaign, his status within the company is very high. He has great power.

(3) Motivate: To push someone to do something.

The bonus system in our office motivates everyone to work harder.



1. What are game dynamics?

a. Level, status, and progression

b. Monopoly and poker

c. The forces in a game that motivate you to play

2. What is an example of a progression dynamic?

a. A bar that shows how close you are to finishing your profile

b. A reason to finish a purchase and checkout

c. A form of self-motivation

3. What is an example of a level or status dynamic?

a. Level 2 in a video game

b. Having a credit card with a special color

c. Being offered a discount with a coupon

7 ________________________



dice By Jeremy Schaar

What if your customers saw buying your product as a victory instead of a purchase? What if reading your website made people feel like they were accomplishing something? What if dealing with your brand meant feeling like you had a higher status? With game dynamics, these can all be true.

Today on Stuart Mill English I’m going to talk about game dynamics. You’ll learn what game dynamics are and how you can use them in marketing campaigns. You’ll also gain vocabulary that you can use in presentations and campaigns.

First things first. What are game dynamics? Dynamics are forces, things that motivate action. Games are things we play. Game dynamics are things that can be used to motivate action by turning life into a game.

How can a purchase feel like a victory? A progression dynamic is the feeling of making progress. In a game, we might need to collect 100 of something. As we play, we have 20/100, 50/100, 78/100, etc. until we get all 100. A real life example is when you go to a website and it tells you how much of the application you’ve completed. Having a progression bar motivates you to do more. When you make the purchase, you win. You complete the game.

A lot of companies that want you to do a series of things will create a progression bar to motivate you to finish. You might also use it to get people to keep buying your product. For example, imagine there was a part of a toy in each flavor of a snack. Each time you bought a different flavor, you could get a different part. By buying all the flavors, you could get the whole toy.

How can dealing with your brand give someone a higher status? A second example is level or status. In games, if you play more, you increase your level and become more powerful. Think of a warrior in a video game becoming more dangerous as you play the game longer.

A famous example of level for marketers is with airlines. If you fly more, you become a higher level. The higher level lets you get free upgrades, free tickets, and a special place to wait at the airport.

Airlines give points and levels for buying the product, but a company could be more creative. A camera company, for example, could give points for submitting photographs on the website and then give discounts on products based on the number of photographs submitted.

Those are just two example, but more exist. In future lessons, I’ll talk about some more game dynamics.

Got questions or comments? How about practicing some new vocabulary and posting your thoughts on the blog, Facebook, or Twitter?


Answers To Today’s Questions

C, A, B


You Can Do It All Yourself But You Dont Have To

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