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.
32. Level 1
Zombie
Level 2
Gaming
Pirate
Do you get even by gaming the system?
33.
34. Why we do something
affects how well we do
that thing.
35. What do you really want? - According to Steven Reiss
Your rad
& unique
interests
36. What do you really want? - According to Steven Reiss
Autonomy
Your rad
& unique
interests
37. What do you really want? - According to Steven Reiss
Autonomy
Mastery
Your rad
& unique
interests
38. What do you really want? - According to Steven Reiss
Autonomy
Mastery
Tranquility
Your rad
& unique
interests
39. What do you really want? - According to Steven Reiss
Autonomy
Mastery
Tranquility
Order Your rad
& unique
interests
40. What do you really want? - According to Steven Reiss
Autonomy
Mastery
Tranquility
Order Your rad
& unique
Meaning interests
41. What do you really want? - According to Steven Reiss
Autonomy
Mastery
Tranquility
Order Your rad
& unique
Meaning interests
Sensuality
42. What do you really want? - According to Steven Reiss
Autonomy
Mastery
Tranquility
Order Your rad
& unique
Meaning interests
Sensuality
Physical Activity
43. What do you really want? - According to Steven Reiss
Autonomy
Mastery
Tranquility
Order Your rad
& unique
Meaning interests
Sensuality
Physical Activity
Romance
44. What do you really want? - According to Steven Reiss
Autonomy Winning
Mastery
Tranquility
Order Your rad
& unique
Meaning interests
Sensuality
Physical Activity
Romance
45. What do you really want? - According to Steven Reiss
Autonomy Winning
Mastery Acceptance
Tranquility
Order Your rad
& unique
Meaning interests
Sensuality
Physical Activity
Romance
46. What do you really want? - According to Steven Reiss
Autonomy Winning
Mastery Acceptance
Tranquility Collecting
Order Your rad
& unique
Meaning interests
Sensuality
Physical Activity
Romance
47. What do you really want? - According to Steven Reiss
Autonomy Winning
Mastery Acceptance
Tranquility Collecting
Order Your rad Social Contact
& unique
Meaning interests
Sensuality
Physical Activity
Romance
48. What do you really want? - According to Steven Reiss
Autonomy Winning
Mastery Acceptance
Tranquility Collecting
Order Your rad Social Contact
& unique
Meaning interests Power
Sensuality
Physical Activity
Romance
49. What do you really want? - According to Steven Reiss
Autonomy Winning
Mastery Acceptance
Tranquility Collecting
Order Your rad Social Contact
& unique
Meaning interests Power
Sensuality Status
Physical Activity
Romance
50. What do you really want? - According to Steven Reiss
Autonomy Winning
Mastery Acceptance
Tranquility Collecting
Order Your rad Social Contact
& unique
Meaning interests Power
Sensuality Status
Physical Activity Family
Romance
51. What do you really want? - According to Steven Reiss
Autonomy Winning
Mastery Acceptance
Tranquility Collecting
Order Your rad Social Contact
& unique
Meaning interests Power
Sensuality Status
Physical Activity Family
Romance Honor
52. What motivates you? - According to Daniel Pink
Autonomy Winning
Mastery Acceptance
Tranquility Collecting
Order Your rad Social Contact
& unique
Meaning interests Power
Sensuality Status
Physical Activity Family
Romance Honor
53. What makes you happy? - According to Dan Gilbert
Autonomy Winning
Mastery Acceptance
Tranquility Collecting
Order Your rad Social Contact
& unique
Meaning interests Power
Sensuality Status
Physical Activity Family
Romance Honor
54. 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
& unique
Meaning interests Power
Sensuality Status
Physical Activity Family
Romance Honor
55. 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
56. 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
57. 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
58. 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
72. Foursquare Specials
B A
You like the challenge,
A
but hate coffee.
You like coffee, but fake
B
some checkins.
73. 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.
76. Mindsnacks iPhone App
B A
You play the game even
A though you hate French?
Arrggh... no incentive to
B game the system!
77. 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.
78.
79.
80.
81. 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.
82. There is a conflict of interest at the heart of
Groupon’s gamification.
83. There is a conflict of interest at the heart of
Groupon’s gamification.
88. Squid
Business
Badge!
Will your business be gamed by users?
89. What will your business do to help users?
Autonomy Winning
Mastery! Acceptance
Tranquility Collecting
Order Your users’ Social Contact
rad & unique
Meaning interests Power
Sensuality Status
Physical Activity Family
Romance Honor
90. What will your business do to help users?
Autonomy Winning
Mastery Acceptance
Tranquility Collecting
Order Your users’ Social Contact
rad & unique
Meaning interests Power
Sensuality Status
Physical Activity! Family
Romance Honor
91. What will your business do to help users?
Autonomy Winning
Mastery Acceptance
Tranquility Collecting!
Order Your users’ Social Contact!
rad & unique
Meaning interests Power!
Sensuality Status!
Physical Activity Family
Romance Honor
94. 3 kinds of gamification businesses
Conflict of interest between
1 themselves and their users
95. 3 kinds of gamification businesses
Conflict of interest between
1 themselves and their users
2 Enables all user types
96. 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
104. 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=501226786185
Buttons by Chris In Plymouth: http://www.flickr.com/photos/chrisinplymouth/4560360783/
Money by Jolly UK: http://www.flickr.com/photos/jollyuk/1989719848
Factory by Gilderic: http://www.flickr.com/photos/gilderic/4028494017
Game 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