The applied use of elements found ingaming for non-game consumerapplications, products and otherrelated services.
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.
So what is a game?
A game is a formof play withgoals andstructure.-- Kevin Maroney
Rules provide an internal structure for games. Rules are… Unambiguous tenets that guide and also inform behavior.
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
Great games are concerned withmoment-by-moment interaction:• What is the pacing of the game?• What are the major milestones of the game?
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.
Lusory Attitude in Action
Farmville Moving Player from Novice to….Farmville, by Zynga
Farmville A Power User!• Scheduled Tasks• Incentives to Return Daily• Hourly InteractionFarmville, by Zynga
Good Gamification isResults-Driven– producing increasedawareness & improvedperformance for a variety ofconsumer-facing products.
Not About Building a Game.
This is NOT Gamification
Applied Gamification• Build Communities• Extend Brand• Expose Systems of Meaning• Increase Engagement• Change Behavior in Real-Life Health, Finance, Chores, etc.
Building Blocks of Gamification
Four Key Engagement Styles Expressive Competitive Explorer Collaborative
Four Key Engagement Styles Expressive CompetitiveReview Status Points Creating Customize Contests Explorer Collaborative GiftingCollecting Problem-Solving Searching Teaming Up Sharing
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
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
Gamification Examples and Trends
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
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.
2. Thin Gaming Layer 2. Thin Game-Like More abstracted Abstract Game Layer presentation of Elements information.Example 2:Honda Insight
3. Advanced Game Layer 3. Advanced Themed Game Layer ExperienceExample:Epic WinGamified To-Do List
Feedback and Progress
Popcap’s Bejeweled Blitz
BranchOut App
Design for Surprise & Randomness
Element of SurprisePopcap’s Bejeweled Blitz
Element of Surprise
Exclusive Content for Power Users
Power Users
Health Care
Nike Plus
Wouldn’t work without that Intrinsic Motivation
Public Policy
The Gamification of CountriesShadowGovernment:United States
Shadow Government Social Mobile Game
Continued Emphasis on Social
Social ShoppingCommunicates Status & IdentityFulfills Needs & Desires
Gamification of Your Life
Real-Life Experiences Become Game Events
Status and Achievement
Personal Brand Building
User-Generated Content (UGC): Incorporating and rewarding user-created content into experience to play off social context and to foster engagement
Facebook Home Page
Rewards
JetBlue & American Express Rewards
Using Scarcity to Force Choices & Create Demand
Visual Design:Using Game-Like Iconography in Non-Gaming Products
UPS “Logistics” Campaign
Merging of Media Techniques & Conventions:Making Media Properties More Game-Like
Disney Parks on Gowalla
Counter-Espionage
News
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
Rendering The Intangible Tangible Chess = War Games Boy Scout Badges = Status Maps = National Boundaries Paper & Metal Currency = Value
Questions? Margaret Wallace, CEO margaret@playmatics.com Twitter: @MargaretWallace
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