Rules of Engagement: How Gamification is Changing the World


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A keynote on the amazing potential of gamification that was delivered at the MindTrek 2011 Conference in Tampere, Finland in October 2011.

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Rules of Engagement: How Gamification is Changing the World

  1. Rules of Engagement:How Gamification isChanging the World Margaret Wallace, CEO Twitter: @MargaretWallace
  2. Games have been around since nearlythe beginning of humankind.
  3. Games provide a constructed contextfor play and exploration…
  4. Games are also practice runs for a wholerange of real-life situations & events.
  5. Of course, it’s not just traditionalgames which have been used toleverage this powerful potential.
  6. Gamification…has introduced us to integratinggame mechanics to drive desiredbehaviors.
  7. “Every startup CEOshould understandgamification, becausethe gaming is the newnormal.”Bing Gordon, Partner,Kleiner Perkins
  8. GovernmentHealthcare Finance Consumer Travel News Products Education Fashion Shopping
  9. What isGamification?
  10. The applied use of elements found ingaming for non-game consumerapplications, products and otherrelated services.
  11. Identity Classic Achievement Status Motivations MasteryFramework for addressing emotions, motivations and consumerbehavior in a proactive way to positively impact a consumer’srelationship to a product, technology or service.
  12. So what is a game?
  13. A game is a formof play withgoals andstructure.-- Kevin Maroney
  14. Rules provide an internal structure for games. Rules are… Unambiguous tenets that guide and also inform behavior.
  15. Game MechanicsUnderlying interlocking systems that formthe “engine” of an experience in order tocommunicate a sense of context, meaningand overall progression. • Levels • Points • Missions • Badges • Rankings • Trophies
  16. Great games are concerned withmoment-by-moment interaction:• What is the pacing of the game?• What are the major milestones of the game?
  17. Lusory AttitudeBeing “in the zone” – disposition neededto engage in the play of a game.Players buy into limitations imposed by the rulesbecause of the benefits a game affords.A successful game requires players to takepart in this lusory attitude.
  18. Lusory Attitude in Action
  19. Farmville Moving Player from Novice to….Farmville, by Zynga
  20. Farmville A Power User!• Scheduled Tasks• Incentives to Return Daily• Hourly InteractionFarmville, by Zynga
  21. Good Gamification isResults-Driven– producing increasedawareness & improvedperformance for a variety ofconsumer-facing products.
  22. Not About Building a Game.
  23. This is NOT Gamification
  24. Applied Gamification• Build Communities• Extend Brand• Expose Systems of Meaning• Increase Engagement• Change Behavior in Real-Life  Health, Finance, Chores, etc.
  25. Building Blocks of Gamification
  26. Four Key Engagement Styles Expressive Competitive Explorer Collaborative
  27. Four Key Engagement Styles Expressive CompetitiveReview Status Points Creating Customize Contests Explorer Collaborative GiftingCollecting Problem-Solving Searching Teaming Up Sharing
  28. Designing for Total Engagement Novice Regular Evangelist Clear-cut goals Fresh Content Exclusivity Achievable goals New Activities Elevated Status Feedback on Deeper Challenges Opinion Maker ProgressMust Evolve with PersonOver Time
  29. Behavior- FocusedPersuasive Engaging Rewarding Meaningful Progressive
  30. Designing Engagement Loops Clear Progress Positive Emotion Rank / Challenges / Awards / Messaging Fun / Joy / Comfort / Status / Curiosity Player Engagement Call to Action Task / Mission / Challenge / Gift Customize / Share / Help / CompeteCredit: From Amy Jo Kim’s “Smart Gamification” Workshop
  31. Gamification Examples and Trends
  32. Three Design TrendsThree Design Directions: Pro’s and Cons for Each More 1. Abstract abstracted Design presentation of information. 2. Thin Game-Like Game Layer Elements 3. Advanced Themed Game Layer Experience confidential
  33. 1. Abstract Design 1. Abstract More abstracted presentation of Design information.Example:The Energy OrbEnergy orbs alert businesscustomers prior to and duringan energy-reduction event.
  34. 2. Thin Gaming Layer 2. Thin Game-Like More abstracted Abstract Game Layer presentation of Elements information.Example 2:Honda Insight
  35. 3. Advanced Game Layer 3. Advanced Themed Game Layer ExperienceExample:Epic WinGamified To-Do List
  36. Feedback and Progress
  37. Popcap’s Bejeweled Blitz
  38. BranchOut App
  39. Design for Surprise & Randomness
  40. Element of SurprisePopcap’s Bejeweled Blitz
  41. Element of Surprise
  42. Exclusive Content for Power Users
  43. Power Users
  44. Health Care
  45. Nike Plus
  46. Wouldn’t work without that Intrinsic Motivation
  47. Public Policy
  48. The Gamification of CountriesShadowGovernment:United States
  49. Shadow Government Social Mobile Game
  50. Continued Emphasis on Social
  51. Social ShoppingCommunicates Status & IdentityFulfills Needs & Desires
  52. Gamification of Your Life
  53. Real-Life Experiences Become Game Events
  54. Status and Achievement
  55. Personal Brand Building
  56. User-Generated Content (UGC): Incorporating and rewarding user-created content into experience to play off social context and to foster engagement
  57. Facebook Home Page
  58. Rewards
  59. JetBlue & American Express Rewards
  60. Using Scarcity to Force Choices & Create Demand
  61. Visual Design:Using Game-Like Iconography in Non-Gaming Products
  62. UPS “Logistics” Campaign
  63. Merging of Media Techniques & Conventions:Making Media Properties More Game-Like
  64. Disney Parks on Gowalla
  65. Counter-Espionage
  66. News
  67. Meaning and Engagement“If your team can’t tie back every decisionthey are making to the emotion you wantpeople to feel when they are using your socialproduct, then your reason for existence isn’t strongenough to serve its role, which is to guide yourteam and the product decisions you are making.”Gina Bianchini, TechCrunchCo-Founder, Former CEO of Ning
  68. Rendering The Intangible Tangible Chess = War Games Boy Scout Badges = Status Maps = National Boundaries Paper & Metal Currency = Value
  69. Questions? Margaret Wallace, CEO Twitter: @MargaretWallace