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The development of gamificationPresentation Transcript
THE DEVELOPMENT OFGAMIFICATIONBy: Robin Steele
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
THE BASICS OF GAMIFICATIONGame Mechanics Game Dynamics Points Rewards Badges Status Levels Achievement Leaderboards Competition Challenges Altruism
CASE EXAMPLE #1-PEPSI SOUND OFF Pepsi created a gamified social network centered on the TV show The X Factor. Pepsi Sound Off
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
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.
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.”
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
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
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.