Game On!Gamification for StartupsSydney Startup Weekend July 2011
What is Gamification?• A process of incorporating gameplay elements into non-gaming applications, products and services • Improve customer experience • Build engagement • Create customer loyalty• Designing the player journey• Gamification is not the core experience
Driven by the gamesphenomenon• 10,000 hours of gameplay by age 21• 3 billion hours per week online• Higher order skill development• Facebook top 25 games = 76m ADU• World of Warcraft 12m subscribers/mth• Mass exodus to virtual worlds
Social disengagementis rifeOnly 20% of people areengaged at work 40% enrolled but notcommitted40% disengaged
A different way ofthinkingThe number one focus ofa game designer isENGAGEMENTThink of your start-up asa game ...
Think like a game designer Know your player Design the journey Know the destinationMake your profile REAL. Different stages & levels Player goals and People are emotional of experience & mastery. objectives. What problem first, rational second Let there be FUN is your start-up solving?
Start-up weekendchallenge:• IDEA --> LAUNCH• Don’t forget the fun factor!• Focus on customer engagement• Create meaningful experiences• Don’t let the tech get in the way• My challenge to you is ...
Game Pitch: Imagine if your start-up was a game...•The name of the game is __________________•The story is about ________________________•The target player is _______________________•Who will be solving the problem of _______________•Using secret game sauce of _______________, _________________ and ___________________.•I know I’m winning when __________________.
Resources for your working sessions are provided in the remaining deck Good Luck and Have Fun!
How do we usegamification?• Nine popular mechanics here• Select combinations wisely• Selection criteria based on: • who is your customer? • what is your objective? • what is your budget?• Gamification must be fit for purpose
Social• Gaming as a social activity• Friends as part of the shared experience• Technique: sense of belonging• Mechanic: add friends, sharing, like/dislike, chat
Customisation• Personalizing the experience• Self expression, social bonding and social signaling• Technique: personalisation to increase commitment and barriers to exit• Mechanic: select and/or customize an avatar or chose your own photo or drawing
Experiences• Gamify the everyday, the routine (& the mundane)• Setting goals• Giving rewards• Technique: need for recognition & accomplishment• Mechanic: badges, tokens, trophies
Progression• Progression points, tracking and feedback• Feedback loops to prompt desired or target action• Technique: stimulus response to feedback• Mechanic: progress bar, points, prompts
Status & Success• Leader boards and points to acknowledge desired actions and behaviors• Stimulate competition and give recognition• Technique: build status and success, appeal to ego• Mechanics: leaderboards, points, exclusive membership levels and privileges, black/ platinum/gold cards
Currency & Rewards• Incentives based on time or money• Built on points or tokens to earn virtual currency• Redeem virtual currency for virtual goods (in-game) or real world goods or services• Technique: reward seeking motivation• Mechanic: gold coins, real/ virtual currency
Create Scarcity• Creating artificial economies to simulate scarcity in sought after virtual or real goods• Technique: encouraging purchases based on prestige and feelings on ‘missing out’ on an offer• Mechanic: creation of a rare/ scarce products, icons, symbols, sales promotions, creating perceptions of value
Design & Interface• Creating the look and feel of a game without inherent gameplay elements• Technique: create altered or renewed perceptions of existing products or services• Mechanic: influence perceptions through look/feel, imagery and visual stimulations
Multi Dimensional• Integrating cross-media functionality and interest• Experience of the integration of film, music, games and merchandise• Gamified smartphone applications & web services connected to real world activities e.g health and wellness• Technique: creating utility and deeper social experiences• Mechanic: utility, free, status
Workplaces• Project management• Change management• Email management• Organization design• “The Target Game”• Balance of Hard Fun, Easy Fun, Serious Fun, People Fun (Nicole Lazzaro)
Schools• “WOW In Schools Campaign” USA - Leadership, Teamwork, Collaboration, Strategy, Economics• Mathletics & Spellodrome online• Handheld Learning initiative UK• Legacy of the failure of ‘edutainment’• Kids have high expectations of gameplay (& education has low production budgets)
Healthcare• Physical and cognitive therapy• Exercise and movement - Wii Fit, Kinect, Nike+, DanceGames & ExerGames to maintain motivation & focus• Assistive technologies and smart phone apps for medication tracking• “Mental Health Game”
Communities• Playful community “street” experiences• Community building• Games4Change Initiative• Institute for the Future: World Without Oil• NYPL Scavenger Hunt (reconnect with history, library books)• “Fun Theory”
Keep in mind• Don’t bolt on - holistic design process• A poor product/service/environment won’t be improved by gamification• Game design is emergent - start slowly, carefully. Iterate. (10%design/ 90% iteration)• Beware of unintended consequences• Design around intrinsic motivators - amplify meaning, autonomy, mastery• Focus on positive behaviors by making them more visible• Simplicity
Thank you for playing ! Marigo Raftopoulos Marigo@strategicgameslab.com Mobile/Cell: +61 (0)412 183735 Skype: marigo.raftopoulos Twitter:@MarigoBlog: http://talesfromthecasbah.blogspot.com Web: www.strategicgameslab.com