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The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
The Game Always Wins
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The Game Always Wins

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Gamification is a trojan horse. Where did it come from and what's inside? Who will it help, who will it hurt? I give examples of 3 kinds of ways to "play" gamification, and 3 kinds of businesses that …

Gamification is a trojan horse. Where did it come from and what's inside? Who will it help, who will it hurt? I give examples of 3 kinds of ways to "play" gamification, and 3 kinds of businesses that cater to the 3 kinds of players. Some implications about what real loyalty is, and how this new technology will change us as people and as businesses.

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  • 1. Welcome!- @busterbenson
  • 2. Welcome!- @busterbenson
  • 3. The house always wins.
  • 4. The house game always wins.
  • 5. healthmonth.com live healthier for fun
  • 6. Say hello to the Trojan Horseof Gamification
  • 7. Hi.Say hello to the Trojan Horseof Gamification
  • 8. 1 Where did it come from?2 Who gains? Are there any surprises3 hidden inside?
  • 9. What is Gamification, anyway?
  • 10. Games
  • 11. Games Life
  • 12. If you...
  • 13. If you... Then we...
  • 14. If you... Then we...You get...
  • 15. If you... Then we...You get... We get...
  • 16. ORLoyalty programs on steroids?
  • 17. ORLoyalty programs on steroids? Skinner Box?
  • 18. Gamification’s Battlefield Yourinterests
  • 19. Gamification’s Battlefield Your The business’sinterests interests
  • 20. Gamification’s Battlefield Your The business’sinterests interests please? Visit them
  • 21. Gamification’s Battlefield Your The business’s interests interests please?And they’ll give you free crap Visit them
  • 22. Are you loyal to anyone who gives you free stuff?
  • 23. Level 1 Gamification ZombieAre you loyal to anyone who gives you free stuff?
  • 24. Let’s game the system.
  • 25. Tumblarity.
  • 26. Link farms.
  • 27. Twitter trends.
  • 28. Level 1Zombie Do you get even by gaming the system?
  • 29. Level 1Zombie Level 2 Gaming Pirate Do you get even by gaming the system?
  • 30. Why we do somethingaffects how well we do that thing.
  • 31. What do you really want? - According to Steven Reiss Your rad & unique interests
  • 32. What do you really want? - According to Steven Reiss Autonomy Your rad & unique interests
  • 33. What do you really want? - According to Steven Reiss AutonomyMastery Your rad & unique interests
  • 34. What do you really want? - According to Steven Reiss Autonomy MasteryTranquility Your rad & unique interests
  • 35. What do you really want? - According to Steven Reiss Autonomy MasteryTranquilityOrder Your rad & unique interests
  • 36. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & uniqueMeaning interests
  • 37. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & uniqueMeaning interests Sensuality
  • 38. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & uniqueMeaning interests Sensuality Physical Activity
  • 39. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & uniqueMeaning interests Sensuality Physical Activity Romance
  • 40. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Tranquility Order Your rad & uniqueMeaning interests Sensuality Physical Activity Romance
  • 41. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Order Your rad & uniqueMeaning interests Sensuality Physical Activity Romance
  • 42. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad & uniqueMeaning interests Sensuality Physical Activity Romance
  • 43. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & uniqueMeaning interests Sensuality Physical Activity Romance
  • 44. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & uniqueMeaning interests Power Sensuality Physical Activity Romance
  • 45. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & uniqueMeaning interests Power Sensuality Status Physical Activity Romance
  • 46. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & uniqueMeaning interests Power Sensuality Status Physical Activity Family Romance
  • 47. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & uniqueMeaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 48. What motivates you? - According to Daniel Pink Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & uniqueMeaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 49. What makes you happy? - According to Dan Gilbert Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & uniqueMeaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 50. What do you think is fun? - Aggregated from work by Jane McGonigal, Raph Koster, & Charlie Sheen Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & uniqueMeaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 51. What happens during Level 1/2 style play? Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 52. What happens during Level 1/2 style play? Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 53. What happens during Level 1/2 style play? Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 54. What happens during Level 1/2 style play? Winning Acceptance Tranquility Collecting Order Your rad Social Contact & unique interests Sensuality Physical Activity Family Romance Honor
  • 55. The hidden cost of extrinsic motivation.
  • 56. The hidden cost of extrinsic motivation. 1 Lower autonomy.
  • 57. The hidden cost of extrinsic motivation. 1 Lower autonomy. 2 Sloppier, less creative work.
  • 58. The hidden cost of extrinsic motivation. 1 Lower autonomy. 2 Sloppier, less creative work. 3 More likely to cheat or quit.
  • 59. How to maintain autonomy Yourinterests
  • 60. How to maintain autonomy Your The business’sinterests interests
  • 61. How to maintain autonomy Your The business’sinterests interests Play within this area
  • 62. How to maintain autonomy No fly zone Your The business’sinterests interests Play within this area
  • 63. Level 1 Level 2Zombie Pirate Do you play the game by your own rules?
  • 64. Level 1 Level 2Zombie Pirate Level 3 Ninja Do you play the game by your own rules?
  • 65. Zombie They use you You ThemPirate You use them You Them Ninja Mutual benefit You Them
  • 66. Foursquare Specials
  • 67. Foursquare Specials A You like the challenge, A but hate coffee.
  • 68. Foursquare Specials B A You like the challenge, A but hate coffee. You like coffee, but fake B some checkins.
  • 69. Foursquare Specials B C A You like the challenge, A but hate coffee. You like coffee, but fake B some checkins. You like the challenge, C and you like coffee.
  • 70. Mindsnacks iPhone App
  • 71. Mindsnacks iPhone App A You play the game even A though you hate French?
  • 72. Mindsnacks iPhone App B A You play the game even A though you hate French? Arrggh... no incentive to B game the system!
  • 73. Mindsnacks iPhone App B C A You play the game even A though you hate French? Arrggh... no incentive to B game the system! You want to learn French, C and you like games.
  • 74. They gain nothing if you don’t A like the service.B C A You gain nothing by trying to B cheat The only reason to play is if C you both want to learn.
  • 75. There is a conflict of interest at the heart of Groupon’s gamification.
  • 76. There is a conflict of interest at the heart of Groupon’s gamification.
  • 77. User Loyalty Playerautonomy
  • 78. Will your business take advantage of users?
  • 79. Shark Business Badge!Will your business take advantage of users?
  • 80. Will your business be gamed by users?
  • 81. Squid Business Badge!Will your business be gamed by users?
  • 82. What will your business do to help users? Autonomy Winning Mastery! Acceptance Tranquility Collecting Order Your users’ Social Contact rad & uniqueMeaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 83. What will your business do to help users? Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your users’ Social Contact rad & uniqueMeaning interests Power Sensuality Status Physical Activity! Family Romance Honor
  • 84. What will your business do to help users? Autonomy Winning Mastery Acceptance Tranquility Collecting! Order Your users’ Social Contact! rad & uniqueMeaning interests Power! Sensuality Status! Physical Activity Family Romance Honor
  • 85. Will you empower users?
  • 86. Will you empower users? Dolphin Business Badge!
  • 87. 3 kinds of gamification businesses Conflict of interest between 1 themselves and their users
  • 88. 3 kinds of gamification businesses Conflict of interest between 1 themselves and their users 2 Enables all user types
  • 89. 3 kinds of gamification businesses Conflict of interest between 1 themselves and their users 2 Enables all user types Difficult or impossible to game, 3 because of aligned interests
  • 90. Gamification is aconvivial technology.
  • 91. Transactional Loyalty vs. Engaged Loyalty
  • 92. Be mine.
  • 93. Gamification’sDilemma Zombie Pirate Ninja
  • 94. Thank you!Me: busterbenson.comFree game: bit.ly/game-always-winsSlides: slideshare.net/busterbensonTwitter: @busterbenson
  • 95. Image Credits Thank you for making your images available for use and modification!Trojan Horse by GoGap: http://www.flickr.com/photos/gogap/253649673/Lego Carcasson by Cal Henderson: http://www.iamcal.com/lego-carcassonne/Cow & Rainbow by Davichi: http://www.flickr.com/photos/davichi/363479293/Friends in Photo Booth: http://www.facebook.com/#!/photo.php?fbid=501226786185Buttons by Chris In Plymouth: http://www.flickr.com/photos/chrisinplymouth/4560360783/Money by Jolly UK: http://www.flickr.com/photos/jollyuk/1989719848Factory by Gilderic: http://www.flickr.com/photos/gilderic/4028494017Game the System by StuckInCustoms: http://www.flickr.com/photos/stuckincustoms/274450953/Farmer Boy by StuckInCustoms: http://www.flickr.com/photos/stuckincustoms/198735994/Linkfarm Girl by Peasap: http://www.flickr.com/photos/peasap/1409590802/Snow Leopard by Keith M Williams: http://www.flickr.com/photos/keithmwilliams/4465380932/Cupcakes of Catan by Quintanaroo: http://www.flickr.com/photos/quintanaroo/sets/72157594450089446/with/339855681/Angry Jack Black by Brian J Matis: http://www.flickr.com/photos/brianjmatis/5115931003/Fighting Tigers by Fpat: http://www.flickr.com/photos/fpat/4242800364/Lego Vegas by M Liu 92: http://www.flickr.com/photos/mliu92/5341626259/Convivial Technology by Stuck In Customs: http://www.flickr.com/photos/stuckincustoms/2945608377/Store Keeper by Cibo Mahto: http://www.flickr.com/photos/cibomahto/2815757070/Soccer Players by Hannah V: http://www.flickr.com/photos/hannah_v/5459039782

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