The Gamification of...Everything?

The Gamification of… Everything?
Margaret Wallace, CEO
margaret@playmatics.com
Twitter: @MargaretWallace

About

About
Playmatics
A company that creates highly engaging games, media, user experiences and applications on the Internet, as part of social media networks, and on a variety of connected platforms.

What is Gamification?

Gamification
The use of game play mechanics for non-game consumer applications, products and other related services.
“Gamification works by making a technology, product or service more engaging by taking advantage of humans‘ psychological predisposition to engage in gaming.”
Source: Wikipedia

Gamification
Framework for addressing emotions, motivations and consumer behavior in a proactive way to positively impact a consumer’s relationship to a product, technology or service.

Across Multiple Sectors

A Growing Market
“Companies across multiple industries are beginning to realize that establishing some form of game mechanics goes a long way in maintaining loyal, engaged and more well-informed customers.”
Wanda Meloni, M2 Research

What are Games?
“A game is a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome.”
- Eric Zimmerman, Katie Salen: “Rules of Play”

Rules
Rules provide the internal structure for games.
Rules are…
Unambiguous tenets that guide and also inform behavior.

Moment-By-Moment Interaction
Games are concerned with moment-by-moment interaction:
What is the pacing of the game?
What are the major milestones of the game?

Game Mechanics
Underlying interlocking systems that form the “engine” of an experience in order to communicate a sense of context, meaning and overall progression.
Can include:
Levels
Points
Missions
Badges
Rankings
Trophies

Farmville
Moving Player from Novice to….
Farmville, by Zynga

Farmville
A Power User!
Scheduled Tasks
Incentives to Return Daily
Hourly Interaction
Farmville, by Zynga

Games Are Inherently Social

Lusory Attitude
Being “in the zone” – disposition needed to engage in the play of a game.
Players buy into limitations imposed by the rules because of the benefits a game affords.
A successful game requires players to take part in this lusory attitude.

Lusory Attitude in Action
Why not?

Gamification Trends

Gamification Trends
It’s All Social:
Leveraging the Social Aspects of Gaming

Shopping is Social By Nature
Communicates Status & Identity
Fulfills Needs & Desires

Social Shopping: Groupon
Sources: Venturebeat & Groupon

Gamification Trends
The “Game” of Life:
Turning Real-Life Experiences into Game Events

Gamification Trends
Milestones & Markers:
Using Game Techniques to Show Progression

Social City, by Playdom

Gamification Trends
Status & Success:
Appealing to People’s Need to Achieve

Twitter: Personal Brand-Building

Gamification Trends
User-Generated Content (UGC):
Incorporating user-created content into experience to play off social context and to
foster engagement

Facebook Home Page

Gamification Trends
Points, Currency & Rewards:
Creating a Virtual Currency to Increase Engagement

JetBlue & American Express Rewards

Gamification Trends
Creating Scarcity:
Using Scarcity to Force Choices & Create Demand

Gamification Trends
Visual Design:
Using Game-Like Iconography in Non-Gaming Products

UPS “Logistics” Campaign

Gamification Trends
Merging of Media & Gaming Elements:
Making Media Properties More Game-Like

Disney Parks on Gowalla

Bravo Television on Foursquare

Avatar

World of Warcraft

Avatar

World of Warcraft

Meaning and Engagement
“If your team can’t tie back every decision they are making to the emotion you want people to feel when they are using your social product, then your reason for existence isn’t strong enough to serve its role, which is to guide your team and the product decisions you are making.”
Gina Bianchini, TechCrunch
Co-Founder, Former CEO of Ning

Meaning & Engagement
Leverage existing key elements of your product or service to integrate
gamification features.

Best Practices – Nike+

Best Practices – DevHub
Improvements in:
Retention
Revenues
Engagement
80% of users finish building sites (up from 10%).
Source: Dean Takahashi, Venturebeat
http://venturebeat.com/2010/08/25/devhub-scores-engagement-increase-by-gamifying-its-web-site-creation-tools/

Is this working?

Gamification & Its Detractors
Much-Needed
Debate & Scrutiny

Rendering The Intangible Tangible
Boy Scout Badges = Status
Chess = War Games
Maps = National Boundaries
Paper & Metal Currency = Value

Questions?
Margaret Wallace, CEO
margaret@playmatics.com

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The Gamification of...Everything?

by Margaret Wallace

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