Rules of Engagement: How Gamification is Changing the World

Rules of Engagement:How Gamification isChanging the World Margaret Wallace, CEO margaret@playmatics.com Twitter: @MargaretWallace

Games have been around since nearlythe beginning of humankind.

Games provide a constructed contextfor play and exploration…

Games are also practice runs for a wholerange of real-life situations & events.

Of course, it’s not just traditionalgames which have been used toleverage this powerful potential.

Gamification…has introduced us to integratinggame mechanics to drive desiredbehaviors.

“Every startup CEOshould understandgamification, becausethe gaming is the newnormal.”Bing Gordon, Partner,Kleiner Perkins

GovernmentHealthcare Finance Consumer Travel News Products Education Fashion Shopping

What isGamification?

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

Behavior- FocusedPersuasive Engaging Rewarding Meaningful Progressive

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

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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Rules of Engagement: How Gamification is Changing the World

by Margaret Wallace on Oct 07, 2011

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Rules of Engagement: How Gamification is Changing the World — Presentation Transcript