The development of gamification

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The gamification trend and how it has developed over the past year.

The gamification trend and how it has developed over the past year.

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  • 1. THE DEVELOPMENT OFGAMIFICATIONBy: Robin Steele
  • 2. HISTORICAL OVERVIEW Definition: the use of game design techniques, game thinking and game mechanics to enhance non-game contexts. 50% of organization will gamify their innovation processes by 2015 The first “games”  Loyalty Clubs  Frequent Flier miles
  • 3. THE BASICS OF GAMIFICATIONGame Mechanics Game Dynamics Points  Rewards Badges  Status Levels  Achievement Leaderboards  Competition Challenges  Altruism
  • 4. THE FIRST GAMES
  • 5. CASE EXAMPLE #1-PEPSI SOUND OFF Pepsi created a gamified social network centered on the TV show The X Factor. Pepsi Sound Off
  • 6. CASE EXAMPLE #2-THE HUFFINGTON POST The Huffington Post has created a social news service called “Predict the News,” which allows users to respond to questions accompanying an article. The Huffington Post-Predict the News
  • 7. EXPERT INTERVIEW Professor Dan Hunter  Professor at New York Law School  Expert in internet law, intellectual property, and artificial intelligence and cognitive science models of law  Taught an MBA course on gamification at University of Pennsylvania’s Wharton School.
  • 8. INTERVIEW QUOTES “There is no blue print that explains how to implement gamification, but rather a company must think about the different ways they can engage their customers.” “It is vital that people not only understand what gamification is, but how to properly implement it into an existing business model.” “Overall it’s the general process of appealing to people’s fun side. It’s a practice.”
  • 9. CRITICS OF GAMIFICATION Buzz World Over-hyped Replacement of intrinsic motivation Addiction/Compulsion“The critics are right in that gamification is a hypeword and soon we won’t talk about it as a separateentity. My argument is that any good marketer mustknow what their customers will respond to andgamification is just an extension of this knowledge.” -Hunter
  • 10. THE FUTURE OF GAMIFICATION An integrated part of business rather than a separate entity. Impacts almost every industry and consumer segment. Integrating these tech startups into larger companies to maintain these social platforms. Gigya
  • 11. CONT… Gamification can also be used internally to motivate employees to engage in a specific behavior. In order to stay ahead of the competition companies must determine how to successfully integrate gamification into their business model. Successful implementation will motivate consumers to interact with the brand and motivate employees to create optimal brand value for the consumers.