Make it Easy Funto Get StartedThe ABCs of Gamification
Gamification is not...● Crappy badges on a crappy website● Fix for shady product or experience● Fix for poor understanding...
Gamification is...The use of game elements and game-designtechniques in non-game contexts.● Multiplier● "Fun theory"● Next...
Anything can be made fungoo.gl/pNGhC
"Everything in the futureonline is going to look like amultiplayer game."Eric SchmidtGoogle ChairmanInternet Goes MMOG
Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame DesignThe Gamification Onion
Mindset ShiftProspects & Customers=Players
Player Types (Bartles)AchieversDefined by:A focus on attaining status andachieving preset goals quickly and/orcompletely.E...
Gamer Psychology QuizExplorer: 74%Achiever: 66%Socializer: 60%Killer: 7%goo.gl/fnQN3
Mindset ShiftExtrinsic Rewards Intrinsic ValueAmyJoKim.com
Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
Game MechanicsBadgesLevelsLeaderboardsChallengesRewardsOnboardingIncentiveLoopsPoints
Types of PointsExperience: most important,earned for every action, may expire,never go down, not redeemed(always goes up, ...
Why BadgesCollecting: historically badges were a collectionmechanismSurprise/pleasure: "awesome, I earned a badge"Visually...
LevelsProgression of difficulty (dontslam them up front)Difficulty from level to level is notlinear, usually exponential u...
Reward IntervalsFixed Ratio: given after afixed number of actionsVariable ratio: given after anunknown number of actions
ChallengesAligned with levels and experience pointsMaintain "Flow" - balance between abilitylevel and challenge(Treasure h...
Leaderboard TipsAlways put the user inmiddle of the leaderboardShow friends above andbelow themShow them a specificinstruc...
Incentive Loop Tips(Viral loop)Evolve through levelsBe deliberate & focused:● how to get users into the experience,● what ...
OnboardingFirst minute is themost importantMinimize choiceSlowly reveal complexity of system to userDont explain, experien...
ExamplesXbox.com/live: achievements, leaderboardsFourSquare.com: badges, rewardsGetGlue.com: rewardsLinkedIn.com: progress...
Service ProvidersBigdoor.comBunchball.comBadgeville.comiActionable.comGigya.com
Gabe Zichermanngoo.gl/xW9Bj
Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
Kevin Werbachgoo.gl/l07iw
Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
Will Wrightgoo.gl/WfNim
Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
Jane McGonigalgoo.gl/fe9C5
Fun is Job #1
Make it Fun to Get Started
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Make it Fun to Get Started

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Quick introduction to gamification terminology and concepts, in the context of marketing. Includes next steps for deeper dive and gamification implementation.

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Make it Fun to Get Started

  1. 1. Make it Easy Funto Get StartedThe ABCs of Gamification
  2. 2. Gamification is not...● Crappy badges on a crappy website● Fix for shady product or experience● Fix for poor understanding of customers &prospects● Actual games
  3. 3. Gamification is...The use of game elements and game-designtechniques in non-game contexts.● Multiplier● "Fun theory"● Next step in evolution of marketing● Engaging experiences● Spirit of a game● Fun is job #1
  4. 4. Anything can be made fungoo.gl/pNGhC
  5. 5. "Everything in the futureonline is going to look like amultiplayer game."Eric SchmidtGoogle ChairmanInternet Goes MMOG
  6. 6. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame DesignThe Gamification Onion
  7. 7. Mindset ShiftProspects & Customers=Players
  8. 8. Player Types (Bartles)AchieversDefined by:A focus on attaining status andachieving preset goals quickly and/orcompletely.Engaged by:AchievementsTypical makeup: 10%SocializersDefined by:A focus on socializing and a drive todevelop a network of friends andcontacts.Engaged by:Newsfeeds, Friends, Lists, ChatTypical makeup: 75%KillersDefined by:A focus on winning, rank, and directpeer-to-peer competition.Engaged by:Leaderboards, RanksTypical makeup: 5%ExplorersDefined by:A focus on exploring and a drive todiscover the unknown.Engaged by:Hidden AchievementsTypical makeup: 10%
  9. 9. Gamer Psychology QuizExplorer: 74%Achiever: 66%Socializer: 60%Killer: 7%goo.gl/fnQN3
  10. 10. Mindset ShiftExtrinsic Rewards Intrinsic ValueAmyJoKim.com
  11. 11. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
  12. 12. Game MechanicsBadgesLevelsLeaderboardsChallengesRewardsOnboardingIncentiveLoopsPoints
  13. 13. Types of PointsExperience: most important,earned for every action, may expire,never go down, not redeemed(always goes up, keep earning)Redeemable: goes up & down, redeemable for goods (ie. bankbalance)Skill-based: assigned to specific activities that are tangential toXP or tangential to redemptionKarma: sole purpose is to be given them away, get no benefitfrom keeping them (ie. voting system)Reputation: often most complex, incorporate a number ofdifferent things, used when a system cant verify trust
  14. 14. Why BadgesCollecting: historically badges were a collectionmechanismSurprise/pleasure: "awesome, I earned a badge"Visually valuable: aesthetically pleasing, people canwant them because they look goodSocial promotion: opportunity for a user to promoteyour product in the social graph, "Im gonna share thiswith others"Goals & progress: can be a progress mechanic
  15. 15. LevelsProgression of difficulty (dontslam them up front)Difficulty from level to level is notlinear, usually exponential up frontand then decreasing over time
  16. 16. Reward IntervalsFixed Ratio: given after afixed number of actionsVariable ratio: given after anunknown number of actions
  17. 17. ChallengesAligned with levels and experience pointsMaintain "Flow" - balance between abilitylevel and challenge(Treasure hunt)
  18. 18. Leaderboard TipsAlways put the user inmiddle of the leaderboardShow friends above andbelow themShow them a specificinstruction on what theycan do to move up
  19. 19. Incentive Loop Tips(Viral loop)Evolve through levelsBe deliberate & focused:● how to get users into the experience,● what keeps them engaged, and● how to bring them backie. connecting & expressing > tweet > @mentions >followers > rinse & repeat
  20. 20. OnboardingFirst minute is themost importantMinimize choiceSlowly reveal complexity of system to userDont explain, experienceOffer benefits first, then ask for registration(give them something for free first, RIA)
  21. 21. ExamplesXbox.com/live: achievements, leaderboardsFourSquare.com: badges, rewardsGetGlue.com: rewardsLinkedIn.com: progress barSalesForce.com: leaderboard, achievements, levelingMint.com: achievements, progress barCheckPoints.com: virtual currency, rewardsShopKick.com: virtual currency, rewards, contestsHallmark.com: Facebook credits, virtual goods, gifting, sharingStarbucks.com: leveling, rewardsNike.com: achievements, badges, challenges, rewardsBuffaloWildWings.com: trivia, challenges
  22. 22. Service ProvidersBigdoor.comBunchball.comBadgeville.comiActionable.comGigya.com
  23. 23. Gabe Zichermanngoo.gl/xW9Bj
  24. 24. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
  25. 25. Kevin Werbachgoo.gl/l07iw
  26. 26. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
  27. 27. Will Wrightgoo.gl/WfNim
  28. 28. Game Designto DriveMass ChangeGameMechanicsGame DesignThinkingSociologicalMotivators inGame Design
  29. 29. Jane McGonigalgoo.gl/fe9C5
  30. 30. Fun is Job #1
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