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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The Game Always Wins The Game Always Wins Presentation Transcript

  • Welcome!- @busterbenson
  • Welcome!- @busterbenson
  • The house always wins.
  • The house game always wins.
  • healthmonth.com live healthier for fun
  • Say hello to the Trojan Horseof Gamification
  • Hi.Say hello to the Trojan Horseof Gamification
  • 1 Where did it come from?2 Who gains? Are there any surprises3 hidden inside?
  • What is Gamification, anyway?
  • Games
  • Games Life
  • If you...
  • If you... Then we...
  • If you... Then we...You get...
  • If you... Then we...You get... We get...
  • ORLoyalty programs on steroids?
  • ORLoyalty programs on steroids? Skinner Box?
  • Gamification’s Battlefield Yourinterests
  • Gamification’s Battlefield Your The business’sinterests interests
  • Gamification’s Battlefield Your The business’sinterests interests please? Visit them
  • Gamification’s Battlefield Your The business’s interests interests please?And they’ll give you free crap Visit them
  • Are you loyal to anyone who gives you free stuff?
  • Level 1 Gamification ZombieAre you loyal to anyone who gives you free stuff?
  • Let’s game the system.
  • Tumblarity.
  • Link farms.
  • Twitter trends.
  • Level 1Zombie Do you get even by gaming the system?
  • Level 1Zombie Level 2 Gaming Pirate Do you get even by gaming the system?
  • Why we do somethingaffects how well we do that thing.
  • What do you really want? - According to Steven Reiss Your rad & unique interests
  • What do you really want? - According to Steven Reiss Autonomy Your rad & unique interests
  • What do you really want? - According to Steven Reiss AutonomyMastery Your rad & unique interests
  • What do you really want? - According to Steven Reiss Autonomy MasteryTranquility Your rad & unique interests
  • What do you really want? - According to Steven Reiss Autonomy MasteryTranquilityOrder Your rad & unique interests
  • What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & uniqueMeaning interests
  • What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & uniqueMeaning interests Sensuality
  • What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & uniqueMeaning interests Sensuality Physical Activity
  • What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & uniqueMeaning interests Sensuality Physical Activity Romance
  • What do you really want? - According to Steven Reiss Autonomy Winning Mastery Tranquility Order Your rad & uniqueMeaning interests Sensuality Physical Activity Romance
  • What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Order Your rad & uniqueMeaning interests Sensuality Physical Activity Romance
  • What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad & uniqueMeaning interests Sensuality Physical Activity Romance
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • The hidden cost of extrinsic motivation.
  • The hidden cost of extrinsic motivation. 1 Lower autonomy.
  • The hidden cost of extrinsic motivation. 1 Lower autonomy. 2 Sloppier, less creative work.
  • The hidden cost of extrinsic motivation. 1 Lower autonomy. 2 Sloppier, less creative work. 3 More likely to cheat or quit.
  • How to maintain autonomy Yourinterests
  • How to maintain autonomy Your The business’sinterests interests
  • How to maintain autonomy Your The business’sinterests interests Play within this area
  • How to maintain autonomy No fly zone Your The business’sinterests interests Play within this area
  • Level 1 Level 2Zombie Pirate Do you play the game by your own rules?
  • Level 1 Level 2Zombie Pirate Level 3 Ninja Do you play the game by your own rules?
  • Zombie They use you You ThemPirate You use them You Them Ninja Mutual benefit You Them
  • Foursquare Specials
  • Foursquare Specials A You like the challenge, A but hate coffee.
  • Foursquare Specials B A You like the challenge, A but hate coffee. You like coffee, but fake B some checkins.
  • 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.
  • Mindsnacks iPhone App
  • Mindsnacks iPhone App A You play the game even A though you hate French?
  • Mindsnacks iPhone App B A You play the game even A though you hate French? Arrggh... no incentive to B game the system!
  • 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.
  • 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.
  • There is a conflict of interest at the heart of Groupon’s gamification.
  • There is a conflict of interest at the heart of Groupon’s gamification.
  • User Loyalty Playerautonomy
  • Will your business take advantage of users?
  • Shark Business Badge!Will your business take advantage of users?
  • Will your business be gamed by users?
  • Squid Business Badge!Will your business be gamed by users?
  • 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
  • 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
  • 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
  • Will you empower users?
  • Will you empower users? Dolphin Business Badge!
  • 3 kinds of gamification businesses Conflict of interest between 1 themselves and their users
  • 3 kinds of gamification businesses Conflict of interest between 1 themselves and their users 2 Enables all user types
  • 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
  • Gamification is aconvivial technology.
  • Transactional Loyalty vs. Engaged Loyalty
  • Be mine.
  • Gamification’sDilemma Zombie Pirate Ninja
  • Thank you!Me: busterbenson.comFree game: bit.ly/game-always-winsSlides: slideshare.net/busterbensonTwitter: @busterbenson
  • 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