The Thrones of Game

Gamify your experience Based on two rich posts 1 2 by @TomHumbarger Summary by @leosorge

INTRODUCTION 2

A definition of Gamification(Gamification is the process of using)game thinking + game mechanicsto solve problemsto engage users.According to Wikipedia 3

A definition of GamificationThe applied useof elements found in gamingfor non-game consumerapplications, products and otherrelated servicesAccording to Margaret Wallace 4

The Gamification Explosion 2010-2011Before August 2010, the term rarely appearedin the Google search timeline.Starting in January 2011, its popularity hasremained very high, including 2 big spikesin January and August. 5

Gamification examples● Foursquare● Shopkick● Recyclebank● CrowdTwist● Badgeville● Bunchball● Farmville (Facebook supported)● Mafia Wars (Facebook supported)Real Vs. Virtual Rewards: The Battle Over Consumer Motivation 6

Gamification on the front-side burner● M2 Research pegs the current gamification market at $100 million in 2011● Client implementations in 2011 focus on: ○ user engagement, 47% ○ brand loyalty 22% ○ brand awareness 15%● The market is estimated to grow to $2.8 billion by 2016Nearly 400 attended the event on-site, while approximately 200 watchedsessions via live stream, at the second annual Gamification Summit September15-16, 2011 in New York City 7

Mechanics Vs. Primary human desiresMatching up game mechanics (points, challenges, etc.) with human desires.Most of the mechanics also impact other areas of human desire (Bunchball). 8

Four Players in the Mud of the 90sRichard Bartles studied MUD player typesin the late 1990′s and came up with 4 types of players:● killers● achievers● socializers● explorerswhich demonstrates the need to know your audience. 9

DESCRIPTION 10

The 5 key points of Engagement #1The five measures of engagement● recency● frequency● duration● virality● ratingsAccording to Gabe Zichermann 11

The 5 key points of Engagement #2● recency (When was his last visit?)● frequency (How often does he visit?)● duration (How long does he stay on the sight when he visits?)● virality (How often does he share content on the site?) (How much is his sharing amplified through their network?)● ratings (how often does he rate content on the site?) 12

The 5 key points of Engagement #3The five key points:● the five measures● movitation drives engagement● fun sells● loyalty decisions are public today● game designers motivate playersAccording to Gabe Zichermann 13

The 24 and the 47● The Gamification Wiki lists 24 different game mechanics (as of Nov. 7, 2011)● SCVNGRs 47 unique game mechanics (as of Nov. 7, 2011)*Both of these lists can be used to brainstorm on addingnew features and elements to any website or community(*) based on an article published on TechCrunch by @erickschonfeld last year 14

The flow zone for marketers● the flow zone is the state between anxiety and boredom● games cannot be ‘too easy’ as they need friction to be fun● people want status, access, power and/or free stuff● virtual rewards are difficult to value● (so) marketers should prefer status, access and power● serendepity is bad, design is goodAccording to Gabe Zichermann 15

Attaching a measure to anythingTurns it into a gameHow do we get people to fall in love with our app?How do we get people to stay in love with our app?● By motivating consumer behavior through game mechanics● Mechanics to Psychology● Move beyond points & badge mechanics● Time tracking● Social proof (my sister uses it), stories (behind any achievement)According to Stephen Anderson 16

Mechanics to PsychologyAccording to Stephen Anderson 17

Gamification:Gaming for non-game appsThe applied use of elementsfound in gamingfor non-game consumerapplications, productsand other related servicesAccording to Margaret Wallace 18

PLANNING 19

(Community) Members Game Needs● Reward● Status● Achievement● Recognition● Competition● Altruism● Self-expressionAll gamification techniques should satisfy community andnon-community members’ human needs listed here 20

Mechanics: context, meaningand overall progressionUnderlying interlocking systems that form the engineof an experience in order to communicatea sense of context, meaning and overall progressionorThe sense of context, meaning and overall progressioncommunicated via an engineformed by underlying interlocking systemsAccording to Margaret Wallace 21

Four Key Engagement StylesAccording to Margaret Wallace 22

Timing: moment-by-momentinteractions● What is the pacing of the game?● What are the major milestones of the game?● Is the game driven by results?According to Margaret Wallace 23

COMMUNITY 24

1 Community Gamification1.1 Robust profile system1.2 Point system1.3 Leaderboards1.4 Badges1.5 Content rating & sharing 25

Presentation FluxIf you already have an idea about gamification, please proceed to the next slidethen after slide #27go to the final slideIf you DONT have an idea about gamification, please jump to slides 28-35 then read slides 21-27. 26

1.1 Robust profile system ● self-expression ● status ● achievementRobust with the option to upload a picture and have free form biodescriptive fields.Ability to link my profile to my Twitter, Facebook and LinkedInprofiles and possibly use single-sign-on use those services.Keeping a history of a user’s activity, badges and points.Creation of virtual friendships or groups within the community site. 27

1.2 Point system ● competition ● achievement ● reward ● statusCustomizable point tracking and calculation.Experimenting rewarding members for recentness, frequencyand duration of their visits,Experimenting creating, rating, sharing of content (discussion isa content) on the site or in their social networks 28

1.3 Leaderboards ● reward ● status ● achievement ● recognition ● competitionCustomization in the leaderboards.Multiple leaderboard; for example, I may want a weekly, monthlyand all-time versions of the leaderboard to post in different partsof the community site. 29

1.4 Badges ● status ● achievement ● reward ● recognition ● competition ● self-expressionRecognition to members through badges to display.Community managers can create different badges, including 30limited edition or special occasion badges.

1.5 Content rating & sharing ● altruism ● self-expressionContent ratings. Making it easier for users to share them and tosearch for content based on the rating.Content sharing. Members must be able to easily share contentthey like within their social networks, via bookmarking sites andby email. 31

Future Challenges ● competition ● reward ● achievementAs a phase 2 implementation, start thinking about how toincorporate challenges while implementing the other elementsnoted above. 32

2. Community Gamification Process2.1 Audience Questions2.2 Goals2.3 Measures of Engagement2.4 Suggestions 33

2.1 Community Audience Questions2.1.1 community2.1.2 members2.1.3 profiles2.1.4 sharingBefore you can add gamification, you need to really understandyour community, members, profiles, and sharing model. 34

2.1 Community ● Open or closed? ● Professional, social, support, informational, hybrid or something else? ● How do you want members to use it?Before you can add gamification, you need to really understandyour community, members, profiles and sharing model. 35

2.2 Members● How many do you have?● How many do you add in a wk/mth?● What is the typical profile?● How engaged are your members?● How do you measure engagement?● What motivates to join, participate and stay engaged?Before you can add gamification, you need to really understand 36your community, members, profiles, and sharing model.

2.3 Profiles● Do you have robust profiles?● Are member profiles searchable?● Do you have a way for members to add their Twitter or Facebook accounts to their profiles?Before you can add gamification, you need to really understandyour community, members, profiles, and sharing model. 37

2.4 Sharing● Can members ‘friend’ or message other members?● How easy is it to share content on other sites?Before you can add gamification, you need to really understandyour community, members, profiles, and sharing model. 38

2.2 Community Goals2.2.1 What Goals?2.2.2 What Measures?2.2 3 What measure tracking?2.2.4 Any Gamification elements today?2.2.5 Any support forgamification elements? 39

Community EngagementMeasures of Engagement for a Community Go back to slide 9 40

Free Additional Resources● Gamification Wiki● Gamification Blog● Digest of Gamification● Gamification Research Network● Gamification 101● Gamification in real time from Twitter● What is Gamification Really?● The Gamification Backlash● Gamification Research Network● Gamasutra● Semantic Foundry Survey of Gamification... 41

http://gamification.org	10202
http://www.gamification.org	1355
http://tomhumbarger.wordpress.com	1139
http://suifaijohnmak.wordpress.com	632
http://learni.st	161
http://paper.li	37
http://timeonscreen.tumblr.com	26
http://translate.googleusercontent.com	17
http://druwik.dev4.webenabled.net	12
http://a0.twimg.com	9
http://aspectosludicos-cohorte1.wikispaces.com	8
http://marketingforthought.wordpress.com	5
http://minor.vivastream.com	4
http://www.timeonscreen.tumblr.com	3
http://pinterest.com	2
https://mycourses.purdue.edu	2
https://translate.googleusercontent.com	1
https://si0.twimg.com	1
http://us-w1.rockmelt.com	1
http://gamdev.dev4.webenabled.net	1
https://twitter.com	1

The Thrones of Game

by Leo Sorge

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