Gamification: Foundation for Young Australians

Gamiﬁcation Optimising Meaningful EngagementFoundation for Young Australians ~ 19 Dec 2011

Getting to know you! What is your favorite game?

What is Gamiﬁcation?• A process of incorporating gameplay elements into non-gaming applications, products and services • improve customer experience • build engagement • create loyalty• Gamiﬁcation helps drive the journey but it’s not the core experience

Why do organisationsuse gamiﬁcation?Engage customersBuildStimulateEncourageInnovate

The gamer generation: 10,000 hours of gameplay by age 21 3 billion hours online per week

The gamer generation: Leaders of a brave new world pervasive . augmented . accessible . realtime . global

What is it about games? It’s all about the Hero’s Journey

Three key game strategiesGame development Game mechanics Game dynamicsBuild a game as an imbed Add extrinsic gamiﬁcation Build integrated andon your website or as a motivators engage your immersive experiences formobile app. Entertainment, customers. Reward & your customers. Creatinginformation, awareness recogition pervasive experiences

Example 1: Branded gaming as a marketing strategyObjective: Raise awareness of insurance issues as a prompt to increase sales

Example 2: Gamiﬁcation (extrinsic + intrinsic strategies)Objective: Strengthen brand loyalty by creating connection, community, reward & recognition between runners

Example 3: Pervasive game design + gamiﬁcationObjective: Thrill and reward loyal fans through a collaborative, pervasive scavenger hunt across NY

More gamiﬁcation targeting youth for positive social outcomes

But ﬁrst, let’s ﬁnd out a little more about you :)

What kind of player are you? [B] [A] I like to win points I thrive on and achievements competition, either (and receive building or rewards and destroying things. recognition for my efforts). [C] I like to interact with [D] other players during I like to solve games, especially in puzzles, dig around building things and discover things together or going on in a game. quests.Bartle’s Player Types 1996

What kind of player are you? ACTING [B] ACHIEVERS [A] KILLERS I like to win points I thrive on and achievements competition, either (and receive building or rewards and destroying things. recognition for my 5% 10% efforts).PLAYERS WORLD [C] SOCIALIZERS 75% 10% I like to interact with [D] EXPLORERS other players during I like to solve games, especially in puzzles, dig around building things and discover things together or going on in a game. quests. INTERACTING Bartle’s Player Types 1996

Enter the magic circle...

Gamiﬁcation Continuum: Building on the Intensity of Engagement Level 1: Involving Level 2: Interacting Level 3: ContributingBrooklyn Museum exhibits The Smithsonian has a The New York Public Library’scollections online and allows smartphone scavenger hunt recent overnight scavenger huntviewers to ‘like’ and ’tag’ ‘GoSmithsonian Trek’ where used smartphones & onlineobjects. Game mechanics such visitors decode clues to collaboration to locate artifactsas Foursquare checkins are discover artifacts across all nine and write short essays inspired byimbedded in the web interface Smithsonian museums their quests. Result is the co- creation of a book for the NYPB collection

Gamification Continuum: Building on the Intensity of Engagement Level 4: Integrating Level 5: Creating Level 6: ReinventingThe N8 museum in Amsterdam The American Museum of Gamification is being used toholds an annual ‘Museum Night’ Natural History runs a summer redefine and even disruptwhere 40 museums collaborate camp for middle schoolers traditional assumptions andto create integrated experiences studying the cretaceous period methods across all industries byfor a younger audience that using 3D modeling and then creating more positive andcombines bands, dance, film, interacting with their creations immersive experiences to deliverfood and drinks from 7pm-2am in a virtual world more effective outcomes

sustainability : a virtual tree with realtime feedback on the health of your city

safe sex : condoms with QR codes & a web app that rates performance & compares results

discovery : MS Vista release pervasive game ‘The Vanishing Point’

exergaming : adding fun and challenge to exercise (incudes wii, kinect, etc)

Key inputs that shape your gamiﬁcation strategyYour objectives: are they genuine?Your audience: what rocks their boat?Your limitations: budget & imagination

How to integrate a game strategySelect the right medium Be genuine Be socialWhere and how do your Your customer’s relationship with Your customers trust their friendscustomers like to play? Desktop, your brand is a form of self and family over your marketing.Social Networks, Mobile, Web? expression. Therefore you need Your game strategy needs to to create a meaningful story as a create conversations and make backbone to your game strategy.. sharing easy.

How to integrate a game strategyCreate experiences Know your audience Be playful yourself!Balance extrinsic (rewards, Proﬁle your audience to design It’s essential that yourachievements, recognition) with gameful experiences that are organisation is playful. Happy,intrinsic (meaningful & engaging meaningful and relevant to engaged and connected staff willinteractions). Ensure customers them. Ensure your message is facilitate the same for yourcontrol their experience. consistent. customers.

Considerations• 10% design, 90% iteration• Continuous development & community management• Focus on positive behaviors• Design around intrinsic motivators• Unintended consequences happen• Simplicity• A game strategy may not be right for your project

How can gamiﬁcation beneﬁt your programs?

Thank you! Marigo Raftopoulos Marigo@strategicgameslab.com Mobile/Cell: +61 (0)412 183735 Skype: marigo.raftopoulos Twitter:@MarigoBlog: http://talesfromthecasbah.blogspot.com Web: www.strategicgameslab.com

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Gamification: Foundation for Young Australians

by Marigo Raftopoulos on Dec 18, 2011

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Gamification: Foundation for Young Australians — Presentation Transcript