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Rules of Engagement: How Gamification is Changing the World
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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.

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 Presentation Transcript

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