Dubai, UAE; March 17, 2015

Gamification expert Gabe Zichermann showcased the newest trends at DardaChat, one of the key events that provides an innovative model for sharing of best practices and successful experiences, at the inaugural Arab Social Media Influencers Summit, organised under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai.

Zichermann, CEO of Gamification Co & Dopamine Inc, was one of the prominent speakers at DardaChat, which serves as a dynamic platform for the social media influencers from various Arab countries and the world to communicate directly with each other.

He discussed how gamifying is impacting business all over the world as marketers recognise the need to actively engage consumers  to experience products as opposed to passive television advertisements. Gamification is the concept of applying game mechanics and game design techniques to engage and motivate people to achieve their goals.

"The three tenets of successful gamification are 'Feedback, Friends and Fun', with fun being the hardest to master. To introduce gamification, you need let consumers experience your brand in a tactile, kinesthetic manner, and have fun while doing so," said Zichermann.  

Zichermann highlighted the Domino's Pizza Hero as a successful gamification case study. The pizza company lets consumers act as a pizzaolos to create their own pizza from selecting fresh ingredients to baking the pizza, as well as have their pizzas delivered to their doorstep at the click of a button.

Another successful example was the launch of Audi's new A3 which pitted cities against each other for the maximum tweets to win the car. This competition-based gamification or 'Tribalism' was another key factor in gamification engagement.

Zichermann also discussed how the fun factor of gamification is responsible for driving popularity, proving no competition for passive activities. He cited the example of how driving is on the decline among teenagers in the USA as they preferred Instagramming to driving.

In conclusion, Zichermann said that gamification has universal appeal. "While most people think gaming is for children or teenagers, women over 40 play more games than any other demographic as online games such as Candy Crush gains popularity across the world."

The first event of its kind in region, Arab Social Media Influencers Summit brings together more than 1500 social media experts from Arab countries and across the world. As many as 38 leading speakers and influencers at the Summit will inspire young Arabs to employ their innovative ideas to serve the Arab community through optimal use of social media channels. The Summit concludes on March 18.

-Ends-

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© Press Release 2015