The Thrones of Game - Veneziacamp Edition

VeneziaCamp Edition - Venerdì 13 aprile 2012 slideshare.org/Leosorge by @leosorge Thanks to @Gamify and @TomHumbarger

Who am I? @leosorge NordEst Digitale, Scientific Member Gamification.org/it, Italian Partner RepRap/Maker Day, Organizer SeeWeb CloudSeed, Organizer

PrequelWe are talking about softwareWe are not talkingabout a new overall strategyWe can reengineer (mind) processes(tactically, one by one)Gamification is a moving target 2

DEFINITIONS

A definition of Gamification/1The process of usinggame thinking + game mechanicsto engage audiencesand solve problems.According to Wikipediaand Gabe Zichermann 4

A definition of Gamification/2The applied useof elements found in gamingfor non-game consumerapplications, products and otherrelated services.According to Margaret Wallace 5

A definition of Gamification/3Applying game-design thinkingto non-game applicationsto make themmore fun and engaging.According to the Gamification Wiki 6

A definition of Gamification/3The use of game-derived mechanicsto increase use and engagementby synchronising eventsleveraging on the natural competitionof (almost) all human beings.According to Leo Sorge 7

Gamification examples● Foursquare● Shopkick● Recyclebank● CrowdTwist● Badgeville● Bunchball● Farmville (Facebook supported)● Mafia Wars (Facebook supported)Real Vs. Virtual Rewards: The Battle Over Consumer Motivation 8

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 9

GAME MECHANICS 10

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 11

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 12

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). 13

Mechanics Vs. DesiresMechanics● Points, level, badges, leaderboards● virtual goods, v. currences, charity● synchroDesires● competition, reward, achievements● status, self expression, altruism 14

The 5 key points of Engagement● 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?) 15

To whom gamification may concern● off-line activities● consumer applications & websites● company software● education, updating 16

To whom gamification may concern● off-line activitiespoint collection, miles, happy hour... flash mobs?● consumer applications & websitesFoursquare, Facebook, eBay, Linkedin...● company softwareSap, Microsoft W7 translate...● education, updating 17

Single Players (consumer)Richard 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. 18

Mechanics to PsychologyAccording to Stephen Anderson 19

Mechanics to NeurologyInfographic: Neurology of Gaming 20

CONCLUSIONS

A definition of Gamification/4The use of synchronized loopsto increase use, engagement,skills, and knowledges,leveraging on the natural competitionof (almost) all human beings.According to Leo Sorge 22

The Results of Gamification?Shall you have a social software(that breaks down the corporate pyramid)ruled by its social metrics(that gives you step-by-step control)analyzing your audiencesyou can gamify skill + knowledge(breaking down the educational pyramid)engaging happy and dedicated users(workers, customers) 23

Questions?

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... 25

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The Thrones of Game - Veneziacamp Edition

by Leo Sorge on Apr 10, 2012

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