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Total Engagement

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Presentation I gave at iQmetrix User Summit 2010, outlines how engagement of gamers can be used in business

Presentation I gave at iQmetrix User Summit 2010, outlines how engagement of gamers can be used in business


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  • 1. Total EngagementUsing ideas from Social Gaming in your business
  • 2. Meet Helen• 31 year old• Logs in from home• Oversees a team of 15 spread over 4 states and Australia• Starts her day by reviewing messages and ensuring she’ll have enough resources for today’s task• Reviews resumes of potential team members with other team leaders• Trades materials on public market and reviews potential profit / loss margins on transactions• Works with her superiors to determine which team members will perform best in what positions• Uses an interface that gives her real-time statistics on team members’ performance, and makes recommendations on-the-fly based on that feedback
  • 3. Guess What Helen Does?• H/R Manager?• Sales Lead?• Stock Market Trader?• Level 70 Guild Officer in World of Warcraft• She pays $15/month to work
  • 4. Who Plays Social Games?• WoW has 12 million registered users, paying an average of $15/month ($180M/mo!)• Average age of 33• 26% of players over 50• 80% male• Play 25 hours a week on average• 60% of the most active users are female – women play about 5 hours a week more than men• 66% of players have a college education
  • 5. Why Do People Play Social Games?• Sense of Achievement• Immersion in their world• Exploration and learning• Competition with others• Socializing aspect
  • 6. Social Gaming Ideas that can be applied to work• Avatars• Narrative Context• Feedback at multiple levels and increments• Reputation, Rank, and Level• Competition under Explicit and Enforced Rules• Teams• And others…
  • 7. Avatars
  • 8. Avatars• Takes advantage of human interaction principles already developed• Advertise expertise• Increase engagement
  • 9. Avatars
  • 10. Narrative Context
  • 11. Narrative Context• Helps guide players – gives a sense of purpose, how small actions contribute to larger picture• Open-ended stories – review the history of the game, but leave the future up to the success of the player• Increased excitement and attention• Easier to remember information presented in a narrative format
  • 12. Feedback at Multiple Levels and Increments
  • 13. Feedback at Multiple Levels and Increments• Feedback changes behaviour• Provides positive and negative reinforcement• Instant feedback helps break down behaviours into smaller components• Intrinsic reward – gives feeling of achievement and gratification
  • 14. Reputation, Rank & Level
  • 15. Reputation, Rank and Level• Persistent and Transparent – Everyone can see your level, and it follows you everywhere• Relevant – ranks are earned by specific tasks or experiences• Continual – ranks must be earned and maintained• Trusted – criteria for ranks are well known and consistent for everyone• Accelerate social interaction – removes the need for small talk to determine a player’s expertise• Vicarious reinforcement – “if that player can hit level 30, so can I”
  • 16. Competition under Explicit and Enforced Rules
  • 17. Competition under Explicit and Enforced Rules• Provides a definition of “winning”• Rules apply to everyone equally – helps develop an internal sense of control and accountability
  • 18. Teamwork
  • 19. Teamwork• Playing in teams is a primitive ability – we’ve been doing it for centuries• “I Win When We Win” – players are driven to do the best they can in their role for the team to succeed• Social relationships extend beyond the game – team experiences help build personal relationships between members• Encouraging Community – teams self-organize to be the most efficient for the task at hand
  • 20. Where to start?• Sit down with gamers at your company• Work with them to create a game• Inform the players of the game, not the rules• Adjust frequently