2010 gamification 1.0 files stripped out

Gamification!
Scott DodsonCOO, Bobber Interactive

Premise
“When given a choice between two similar activities, consumers will always choose the one that’s more enjoyable.”
(Gabe Zichermann, CEO BeamMe, author[with Joselin Linder], of Game Based Marketing)

www.theFunTheory.com

Why I Care
I Gamified Everything

Why I Care
I Gamified Everything
Playful perception: choosing how
to experience your world
Herbert L. Leff 1984
Very Empowering Distinctions
Serial Entrepreneur
“Cottage” Entrepreneurialism
Flying Rhino Studios
Tenacious Games
Divide by Zero Games
Bobber Interactive

Why you might care
“I am more interested in entrepreneurs who are focused on the ‘video-gamification’ of other lines of business from education to ecommerce, advertising to health. These areas seem less obvious, but offer more room for innovation.
(Bing Gordon, Kleiner Perkins Caufield & Byers)

Why you might care
“Gaming 3.0 is about leveraging game mechanics to re-invigorate other markets: …points, achievements, and leveling up… We can utilize game constructs in other industries which no longer monetize as effectively via macro-transaction or advertising.”
(Tim Chang, Norwest Venture Partners)

Game
Game: an activity involving skill, chance, or endurance played according to a set of rules.
Might have/be:
Competition/Cooperation
Solo/Social
Spectators/Private

Gamification
Frequent Characteristics
Real World
Meta game
Persistence
Progression
Level, Title, Reputation,
Metric
Score, Points, Currency
Velvet rope
Scarcity, Earned Progression

Gamification
Effective Characteristics
No different from “real” games
Scott Rigby: Immersyve
Competence
Autonomy
Relatedness
Re-Engagement
Virality

A (very) Brief History of Games
I: Prehistory & Ancient Games

II Prehistory- 1970’s
Skill
Chance
Endurance
Set of Rules
Other People
Metric

III: ~1970s -1997/2000
Skill
Chance
Endurance
Set of Rules
Other People
Metric

IV: 1997/2000-2010
Skill
Chance
Endurance
Set of Rules
Other People
Metric
Skill
Chance
Endurance
Set of Rules
Other People
Metric
Cats

IV: 1997/2000-2010
Skill
Chance
Endurance
Set of Rules
Other People
Metric
Cats
Skill
Chance
Endurance
Set of Rules
Other People
Metric
Meta game
Persistence
Progression
Currency
Velvet rope

Takeaway
I’m lucky I work on the Business/Design side and not as a Graphic Designer
Evolution of Human Psychology
Evolution in Games Development
Rich set of Design Tools and Mechanics
Profound ability to tap the drivers of Human Behavior

Human Beings
Fundamental Motivations/Rewards:
Survival – Procreation
Security – Nesting
Civilization Designed to Meet (and Activate) Needs and Rewards
Game Mechanics Designed to Meet (and Activate) Needs and Rewards
Health/Obesity
Environment
Energy
Unfulfilling work
Gamification!

Green Stamps
Boy Scouts Merit badges
McDonald’s Monopoly
Airline mileage programs
Early Game Layers

Mechanical Turk / Matrix Style Gamification
Using Human Gamers to accomplish tasks
ESP Game- Professor Luis von Ahn
Tens of millions of labels created
http://images.google.com/imagelabeler/
Google’s Auction-based pricing system also a game

Mechanical Turk / Matrix Style Gamification
UW researcher’s Fold.it
turns determining the ideal shape of a protein into a puzzle game.

Charitable Giving
Humanity Calls
Cause World

Location Based

Location Based Dining

Fitness

Fitness
6060 challenges
232.5 million miles run

Fitness

Fitness
6060 challenges
232.5 million miles run
6060 Challenges
232.5 Million Miles Run

Ecommerce

Ribbon Hero

From Jen MichelsteinSenior Program Manager, Microsoft Office Labs
What people tell us that’s good:
They’re learning new features
They like competition with friends and coworkers, and competition motivates play (within Microsoft we hear a lot of hallway banter about people’s Ribbon Hero scores)
What could be improved:
If people play two challenges, they’re likely to play a lot of challenges; but we’re losing players before they finish two challenges
once players plateau or reach the max score, there’s nothing to keep them engaged
94,852 Downloads (as of 5/12/2010)
1,142 Facebook fans (as of 5/12/2010)
120,000+ challenges played

Gamifying Resorts and Shopping Malls

Gamifying Gaming
Video at:
http://www.youtube.com/watch?v=omHrogtr0yU

Gamifying Gaming
Video at:
http://www.youtube.com/watch?v=8tpWiQK_BwI

Gamifying Gaming
Video at:
http://www.youtube.com/watch?v=FSezf0MrEYE

Financial Services

Credits
Dr. Byron Reeves of the Department of Communication at Stanford &
J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement
David EderyPrincipal, Fuzbi co-author with Ethan Mollickof Changing the Game: How Video Games Are Transforming the Future of Business
Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/
James Currier of Ooga Labs who also credits Clay Shirkyand Bret Terrill
David HelgasonCEO of Unity
Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw
Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast
My sincere apologies to anyone on this list or otherwise who feels they were not properly credited. Kindly point out my error and I will edit accordingly.

LOGIN 2010 WINNERS!
Gamified Human (Placeholder)

Contact
Scott Dodson
FB, LinkedIn
First Name at Bobberinteractive.com
@Gamebiz

More
The Fun Theory Award winner: Speed limit lottery: http://www.youtube.com/watch?v=KcaKocRXCB4&feature=player_embedded
Groupon (social coupon buying)
Social deals
Rite Aid (Life) McDonald’s Monopoly clone
Coke (Marketing) My Rewards Program www.mycokerewards.com
WeSeed - Investment simulation game
HSX.com – Hollywood Stock Market
Stack Overflow - Points and Reputation for expertise
www.thesixtyone.com - gamified music site
Lumos Labs- games to build mental health, memory and attention
QR code games

More
Video at:
http://www.youtube.com/watch?v=zSiHjMU-MUo&NR=1

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2010 gamification 1.0 files stripped out

by ScottDodson on May 19, 2010

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2010 gamification 1.0 files stripped out — Presentation Transcript