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.
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.
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
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
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 email@example.com Twitter: @MargaretWallace