How games mechanics can drive engagement and have a positive impact on every aspect of society

How games mechanics can drive engagement and have a positive impact on every aspect of society



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    Gamification Gamification Presentation Transcript

    • Za Social: Gamification & the art of creating engagement
      27th January 2011
    • Why are games so special ?
    • Value of Customer Engagement
      - Great experiences create evangelist and viral spread
    • Blissful Engagement
      - Well designed games are know to provide blissful engagement
    • The Unexpected Game Frenzy
      - Recently, games connected to reality have had amazing adoption
    • Understanding the game fabric
    • WoW: The Game Fabric
      • Epic meaning
      • Multiple short / long terms aims
      • Appointment
      • Recognition / Reward
      • Progression
      • Rapid & frequent feedback
      • Communal discovery
    • Pandemic: The Game Fabric
      • Epic meaning
      • Multiple short / long terms aims
      • Appointment
      • Recognition / Reward
      • Progression
      • Rapid & frequent feedback
      • Communal discovery
    • How gamification is transforming everything
    • Games are Transforming Society
      - Game are being used to enhance engagement in all aspects of our lives
    • Games improving personal lives
    • Run Keeper
      • Run keeper is a great example of gamification integrated into a health product
      • It is an iPhone / android app which would record the runners jogging track using GPS
      • The runner would also be able to track his path, speed, distance covered across runs and measure progress
      • The app had social integration to publish progress amongst friends
      • The visual progress dashboard and social integrations have proved to be a great motivators for runners to improve their performance
    • Health Seeker
      - Game increased awareness on lifestyle changes amongst diabetes patients
    • Games enhancing brand engagement
    • Jimmy Choo Trainer Hunt
      • Real time treasure hunt in London powered by location service foursquare
      • The jimmy choo trainers were checked-in to different locations for short durations
      • Participants had to follow the campaign to track trainer locations
      • If participants arrived to a checked-in location while the trainers were there, they would be rewarded with a trainer of choice
      • Campaign employed appointment game dynamic
    • RedBull Scavenger Hunt
      • Real time treasure hunt in SF powered by facebook places
      • Signed baseball’s by pitcher dropped across San Francisco
      • Photos of the ball in particular locations shared on contest site
      • Participants to locate the ball and check-in with code “SF got wings”
      • Contest employed the appointment game dynamic
    • Games enhancing product usage
    • Nissan Leaf
      • Nissan is leveraging game mechanics in its Leaf model to incentivize drivers toward eco-friendly driving
      • One of the elements on the car dashboard is a tree
      • The growth of the tree is dependent on how people drive their car. More fuel efficient driving results in an increase in the tree count
      • The tree is a great visual feedback mechanics which is sure to have a strong emotional connect with the eco-friendly owners of the Toyota lead
    • Games transforming institutions
    • Leveling Up Students Through Blogs
      • Classroom game for a course on introduction to internet taught across 3 different campuses
      • Objective to teach students the value of Blogging
      • Students to write blog posts as part of course work for each weekly topic
      • Students were rewarded with extra credit points and badges based on content quality , popularity, etc
      • Class witnessed quick adoption of Blogging and a strong personal emotional connect with personal blogs
    • GoSmithsonian Trek
      • The tour of the 9 Smithsonian museums is arranged as a trek game
      • Quest involves answering 70 questions the answers to which are available in the museums
      • Time based challenge quests are periodically organized
      • There are rewards like free iPad, etc
    • Games transforming community behavior
    • Macon Bond Money
      • Macon bond money was a game conceptualized to increase social bonding amongst people of Macon town
      • Each member of the town was given Macon bonds which could be used as currency in local shops.
      • The catch was that people were given half of the bond noted and had to find the owner of the other half to reimburse of good
      • People were encouraged to come up with innovative social meet up ideas to find their bond note partners
    • Games for solving social problems
    • WWO: World Without Oil Game
      • Games motive was to get people to “play it – before you live it”
      • The game created a dashboard for signifying how much oil is left simulating that the world was facing an oil crisis
      • The participants were supposed to alter their oil consumption keeping in mind the data on the dashboard and document their actions
      • The were points and rewards for actions taken
      • The game sparked a dialogue and had an impact on the lifestyle of the participants beyond the game
    • Superstruct: Crowd Source The Future
      • Game defines 5 crisis on issues related food supply, cyber crime, climate change, etc
      • Participants are supposed to come up with ideas for solutions for these problems
      • Participants also can vote and comments on others ideas
      • Points get allocated for ideas and other actions on the community
      • Game results in some really nice ideas which could be tested to tackle these problems in reality
    • Games driving social innovation
    • Urgent Evoke
      • Game launched by world bank to teach social entrepreneurship
      • Weekly one social problem would be narrated as a graphic novel
      • Participants would be required to either further investigate, ideate, or act on the social problem mentioned
      • Points were associated with each action. Only participants who had contributed could move to the next story ( launched a week later)
      • Participants who crossed all levels were added by world bank to a special committee looking to tackle these issues and also were given access to grants to go out and act on these issues
    • Ask Us How To Use Games ! | | @kuliza