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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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