Gamification: The Next Trend in User Engagement - David Perkins (Managing Director at Klyp)


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David Perkins gave this presentation on gamification at the 2014 CLICK! Digital Expo in Australia.

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  • It may involve creating avatars and embarking on a player journey.
  • Or solve problems in fun and engaging ways.
  • It’s about taking what makes games engaging and applying them towards business-orientated objectives.
  • First product add a “surprise” inside. Added a level of chance and excitement. - Popcorn box, toy inside
  • Eggheads were talking about what made computer games at the time engaging – MUDs were taking off, and graphic were becoming more sophisticated as technology grew.A MUD (/ˈmʌd/; originally Multi-User Dungeon, with later variants Multi-User Dimension and Multi-User Domain),[1][2] is a multiplayerreal-timevirtual world
  • Math Blaster Plus (1987) by Davidson & Associates – Rockets and math, a winning combination
  • Earliest mention of the term “gamification”.Nick Pelling: a British-born computer programmer and inventor“We help manufacturers evolve their electronic devices into entertainment platformsWe then help them design, build and run industry partner programmes around new collaborational business models.For these emerging platforms, we can also source, adapt or co-developer games and entertainments.Moore’s Law means that, soon, every device will become a game.Redefine the rules of your industry!. . . . .
  • Jane McGonigal’s “Gaming can make a better world” TED talk.By age of 21, average gamer will spend 10,000 hours playing games… aligns with 10,080 hours spent in schoolWhat can we learn from games1. urgent optimism – Extreme self motivation. Win is possible, and will explore and try with urgency2. Social Fabric – We like people better after we play a game with them, even if they beat us. Trust, value goal >> Christmas parties, work bonding3. Blissful productivity – Happier working hard than relaxing 4. Epic meaning – love being attached to a mission, having a purpose
  • – This presentation in 2010 is amazingly accurate of where we’re heading (2:15)
  • Sandbox, Ie open world - where a player can roam freely through a virtual world and is given considerable freedom in choosing how or when to approach objectives.
  • three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger. When a behavior does not occur, at least one of those three elements is missing.PAUSE – do the chili dare…
  • BJ Fogg’s Behaviour ModelB.J. Fogg was the first scientist to articulate the concept of "captology," a word he coined to describe the overlap between persuasion and computersEg:The chiliSales targetsMarketingcamapign – prize is overseas trip, entry mechanism is form
  • Mihaly Czikszentmihalyi’s Flow ModelMihaly Csikszentmihalyi is a Hungarian psychology professor, who emigrated to the United States at the age of 22Example – angry birds
  • Angry birds level 1Low skill, low challenge
  • Angry birds level 30High challenge, high skill2 billion downloadsThe highest downloaded freemium game of all time
  • Low skill, low challenge
  • High skill, high challenge
  • Gamification is also employed by businesses to squeeze extra productivity out of their staff. Freshdesk Arcade gamifies customer support, rewarding staff with points and badges for solving support queries quickly and for satisfying customers. While it’s always nice to clear your support queue, I have to wonder whether emphasising speed leads to more mistakes or a lack of personalisation in customer support responses.
  • M&M’s, the popular candy coated chocolate that melts in your mouth and not in your hands, uses gamification to increase their social media engagement.Using an eye-spy type game, M&M’s designers created a graphic covered in M&M’s and hid a little pretzel for their Facebook fans to find.This simple game got almost 25,000 Likes, 10,000+ comments and over 5,000 shares.
  • Honda Insight Technology, grows leaves.
  • Ford is using a system that they call "Smartgauge with EcoGuide" to show also some leaves to the driver as a direct feedback system, though in a more graphical way, compare yourself with Honda's leaves:
  • Nike plusFitbit
  • Reference to salesforce softwareLinks if time: (2:15) (Speed camera lottery)
  • Gamification: The Next Trend in User Engagement - David Perkins (Managing Director at Klyp)

    1. 1. Gamification: The next trend in user engagement Presented by David Perkins, Managing Director (Melbourne), Klyp Thursday 13th March @klypco @perkatron
    2. 2. Gamification: The next trend in user engagement
    3. 3. Gamification: The proven trend in user engagement
    4. 4. What is gamification? Basically, it‟s learning from games to address real-world challenges.
    5. 5. Gamification is: The use of game elements and game design techniques in non-game contexts.
    6. 6. What‟s great about it? Gamification is increasingly used in business and will become standard practice. – Games are played across all ages and cultures – Gamification utilises lessons from psychology, design, strategy and technology
    7. 7. Where can I use it? Gamification can be used for both external (customers) and internal (employees) settings. – Marketing – Sales – Customer engagement – HR – Productivity engagement – Crowdsourcing (within a community)
    8. 8. Ok… really, what is it? In a nutshell, gamification is about behaviour change. It‟s about getting people over the motivation hump, and creating habits.
    9. 9. 1912
    10. 10. 1980s
    11. 11. 1987
    12. 12. 2002
    13. 13. 2010 Jane McGonigal‟s “Gaming can make a better world” TED talk.
    14. 14. Today Jesse Schell @ DICE2010
    15. 15. Gamification in context What it isn‟t. – Is not simulators – Is not using a game in a company context – Is not just for marketing or company engagement – Is not just PBLs (points, badges, leaderboards) – Is not game theory
    16. 16. Gamification in context What it is. – Gamification is about listening to what games can teach us – Is about learning from game design (and psychology, management, marketing, economics) – Is about understanding motivation and human behaviour, identifying patterns of what makes people do things, and designing a system around it – Is about appreciating fun
    17. 17. What is a game? A game is voluntary, has objectives, has limitations, and the player thinks it‟s meaningful. – A closed, formal system that engages players in a structured conflict, and resolves in an unequal outcome – Is a series of meaningful choices – A problem-solving activity, approached with a playful attitude
    18. 18. We‟re talking video games? Yes. Because it‟s big business. – Zynga‟s Cityville went from 0 to 100 million users in 41 days – Video game industry is an $80B/yr, double that of Hollywood – Virtual goods make $7.3B/yr globally – 44% of adults have played a mobile game in the last month – 97% (aged 12–17) play video games – Average gamer age is 30 (37% are older than 35) – 47% of gamers are women
    19. 19. Explosions and violence? No. It‟s not all about blowing things up. – Sandbox e.g. Minecraft – Building e.g. Civilization, SimCity – Social building e.g. The Sims, Farmville – MMO e.g. World of Warcraft – Puzzle e.g. Portal, Angry Birds
    20. 20. But it‟s still games, right? Do these sound familiar? – Monthly sales competitions (challenges) – Frequent flyer tiers (levels) – Weight Watchers groups (teamwork) – Free coffee after 10 purchases (rewards) – AMEX Platinum (badge – status)
    21. 21. Activating a change in behaviour Motivation Ability Trigger
    22. 22. - Gartner, 2011 “By 2014, 70% of organisations will have at least one gamified application or process.”
    23. 23. - Gartner, 2012 “By 2014, 80% current gamified application and processes will fail due to poor design.”
    24. 24. - Bob Marsh, CEO, LevelEleven, Dreamforce 2013 Gamification Forum “It‟s not about „gamifying.‟ It‟s about driving revenue, saving costs, making people more efficient.”
    25. 25. Gamification: The next trend in user engagement Presented by David Perkins, Managing Director (Melbourne), Klyp Thursday 13th March @klypco @perkatron