0
Gamification!<br />Scott DodsonCOO, Bobber Interactive<br />
Premise<br />“When given a choice between two similar activities, consumers will always choose the one that’s more enjoyab...
www.theFunTheory.com<br />
Why I Care<br /> I Gamified Everything <br />
Why I Care<br /> I Gamified Everything <br />
Why I Care<br /> I Gamified Everything <br />
Why I Care<br /> I Gamified Everything <br />
Why I Care<br /> I Gamified Everything <br />Playful perception: choosing how <br />	to experience your world <br />	Herbe...
Why you might care<br />“I am more interested in entrepreneurs who are focused on the ‘video-gamification’ of other lines ...
Why you might care<br />“Gaming 3.0 is about leveraging game mechanics to re-invigorate other markets: …points, achievemen...
Game<br />Game: an activity involving skill, chance, or endurance played according to a set of rules. <br />Might have/be:...
Gamification<br />Frequent Characteristics<br />Real World<br />Meta game<br />Persistence<br />Progression<br />Level, Ti...
Gamification<br />Effective Characteristics<br />No different from “real” games<br />Scott Rigby: Immersyve<br />Competenc...
A (very) Brief History of Games<br />I: Prehistory & Ancient Games<br />
A (very) Brief History of Games<br />I: Prehistory & Ancient Games<br />
A (very) Brief History of Games<br />II Prehistory- 1970’s<br /><ul><li>Skill
Chance
Endurance
Set of Rules
Other People
Metric</li></li></ul><li>III: ~1970s -1997/2000<br />A (very) Brief History of Games<br /><ul><li>Skill
Chance
Endurance
Set of Rules
Other People
Metric</li></li></ul><li>A (very) Brief History of Games<br />IV: 1997/2000-2010<br /><ul><li>Skill
Chance
Endurance
Set of Rules
Other People
Metric
Skill
Chance
Endurance
Set of Rules
Other People
Metric
Cats</li></li></ul><li>A (very) Brief History of Games<br />IV: 1997/2000-2010<br /><ul><li>Skill
Chance
Endurance
Set of Rules
Other People
Metric
Cats
Skill
Chance
Endurance
Set of Rules
Other People
Metric
Meta game
Persistence
Progression
Currency
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2010 gamification 1.0 files stripped out

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Gamification talk for evaluation by the GDC Online Board

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  • Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
  • Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
  • Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
  • Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
  • Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
  • Really anything that has a fun layer, but…
  • Really anything that has a fun layer, but…To heck with cajoling, influencing, convincing, and motivating. Create contexts for people where it is in their self interest to do what you want them to do. It works for them, and it works for you.
  • …With all the stuff that doesn’t support my narrative conveniently edited out
  • …With all the stuff that doesn’t support my narrative conveniently edited out
  • …With all the stuff that doesn’t support my narrative conveniently edited out
  • … Of course, Online gamesPoints/Level ReputationVelvet Rope/enforced scarcityThree key levers: Purchases, Achievement, ParticipationWhat’s also interesting is this is where some of the really meaty game design mechanics also emerged in full force.I would credit Dungeons and Dragons for Persistence and Progression, but offloading the recordkeeping, and the enforcement of the ruleset to a computer, not to mention adding the relevance of a giant community to said progression &amp; persistence is fogiveme: game changing [smile]
  • … Of course, Online gamesPoints/Level ReputationVelvet Rope/enforced scarcityThree key levers: Purchases, Achievement, ParticipationWhat’s also interesting is this is where some of the really meaty game design mechanics also emerged in full force.I would credit Dungeons and Dragons for Persistence and Progression, but offloading the recordkeeping, and the enforcement of the ruleset to a computer, not to mention adding the relevance of a giant community to said progression &amp; persistence is fogiveme: game changing [smile]
  • Through evolution of Psychology and Psychological, Behavioural and Emotional Understandingand recent reinvigoration of games we have an unbelieveably Rich
  • Solved a bunch of problems at least judged by population growthBut it Oversolved some: creating French fries + Pringles to solve hunger, for exampleNot to mention the new problems population itself presentedOn top of Obesity we have:some fundamental inequities some:Environmental challengesEnergy challengesEven some basic Scale and communication challenges.
  • Shopping  club cardsLow cost badges (had to sew on themselves) motivating in the social/community contextMeta game around slotsAnother form of Loyalty – originally highly unbalanced evolving into virtual currencyRite Aid: Life
  • Professor Luis von Ahn, a winner of the MacArthur “genius grant.” ESP Gameaddresses the inability of today’s computers to identify random images. two anonymous players are matched online without any means of communicating. Both players are shown an image (for example, a flowering plant) while a clock counts down. The players must then type words that describe the image, such as “plant.” When both players have typed at least one word in common, they both score points. More importantly, the players have also unintentionally taught the computer that the picture contains a plant!More than 20 million labels have been harvested by the ESP Game in just a few years — the equivalent of several million dollars of free labor. Professor von Ahn estimates that just 5,000 people playing for a month could label every image on the web. Notably, Google has adopted the ESP Game and renamed it the Google Image Labeler, which anyone can play here.
  • Computers not great at identifying random images
  • Gets even more interesting if integrated into grocery store loyalty card
  • 6060 challenges232.5 million miles run
  • E is for Evil
  • Transcript of "2010 gamification 1.0 files stripped out"

    1. 1. Gamification!<br />Scott DodsonCOO, Bobber Interactive<br />
    2. 2. Premise<br />“When given a choice between two similar activities, consumers will always choose the one that’s more enjoyable.”<br />(Gabe Zichermann, CEO BeamMe, author[with Joselin Linder], of Game Based Marketing) <br />
    3. 3. www.theFunTheory.com<br />
    4. 4. Why I Care<br /> I Gamified Everything <br />
    5. 5. Why I Care<br /> I Gamified Everything <br />
    6. 6. Why I Care<br /> I Gamified Everything <br />
    7. 7. Why I Care<br /> I Gamified Everything <br />
    8. 8. Why I Care<br /> I Gamified Everything <br />Playful perception: choosing how <br /> to experience your world <br /> Herbert L. Leff 1984<br />Very Empowering Distinctions<br />Serial Entrepreneur<br />“Cottage” Entrepreneurialism<br />Flying Rhino Studios<br />Tenacious Games<br />Divide by Zero Games<br />Bobber Interactive<br />
    9. 9. Why you might care<br />“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. <br /> (Bing Gordon, Kleiner Perkins Caufield & Byers)<br />
    10. 10. Why you might care<br />“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.”<br />(Tim Chang, Norwest Venture Partners)<br />
    11. 11. Game<br />Game: an activity involving skill, chance, or endurance played according to a set of rules. <br />Might have/be:<br />Competition/Cooperation<br />Solo/Social<br />Spectators/Private<br />
    12. 12. Gamification<br />Frequent Characteristics<br />Real World<br />Meta game<br />Persistence<br />Progression<br />Level, Title, Reputation, <br />Metric<br />Score, Points, Currency<br />Velvet rope<br />Scarcity, Earned Progression<br />
    13. 13. Gamification<br />Effective Characteristics<br />No different from “real” games<br />Scott Rigby: Immersyve<br />Competence<br />Autonomy<br />Relatedness<br />Re-Engagement<br />Virality<br />
    14. 14. A (very) Brief History of Games<br />I: Prehistory & Ancient Games<br />
    15. 15. A (very) Brief History of Games<br />I: Prehistory & Ancient Games<br />
    16. 16. A (very) Brief History of Games<br />II Prehistory- 1970’s<br /><ul><li>Skill
    17. 17. Chance
    18. 18. Endurance
    19. 19. Set of Rules
    20. 20. Other People
    21. 21. Metric</li></li></ul><li>III: ~1970s -1997/2000<br />A (very) Brief History of Games<br /><ul><li>Skill
    22. 22. Chance
    23. 23. Endurance
    24. 24. Set of Rules
    25. 25. Other People
    26. 26. Metric</li></li></ul><li>A (very) Brief History of Games<br />IV: 1997/2000-2010<br /><ul><li>Skill
    27. 27. Chance
    28. 28. Endurance
    29. 29. Set of Rules
    30. 30. Other People
    31. 31. Metric
    32. 32. Skill
    33. 33. Chance
    34. 34. Endurance
    35. 35. Set of Rules
    36. 36. Other People
    37. 37. Metric
    38. 38. Cats</li></li></ul><li>A (very) Brief History of Games<br />IV: 1997/2000-2010<br /><ul><li>Skill
    39. 39. Chance
    40. 40. Endurance
    41. 41. Set of Rules
    42. 42. Other People
    43. 43. Metric
    44. 44. Cats
    45. 45. Skill
    46. 46. Chance
    47. 47. Endurance
    48. 48. Set of Rules
    49. 49. Other People
    50. 50. Metric
    51. 51. Meta game
    52. 52. Persistence
    53. 53. Progression
    54. 54. Currency
    55. 55. Velvet rope</li></li></ul><li>Takeaway<br />I’m lucky I work on the Business/Design side and not as a Graphic Designer<br />Evolution of Human Psychology <br />Evolution in Games Development<br />Rich set of Design Tools and Mechanics<br />Profound ability to tap the drivers of Human Behavior <br />
    56. 56. Human Beings<br />Fundamental Motivations/Rewards:<br />Survival – Procreation <br /> Security – Nesting <br />Civilization Designed to Meet (and Activate) Needs and Rewards<br />Game Mechanics Designed to Meet (and Activate) Needs and Rewards<br />Health/Obesity<br />Environment<br />Energy<br />Unfulfilling work<br />Gamification!<br />
    57. 57. Green Stamps<br />Boy Scouts Merit badges<br />McDonald’s Monopoly<br />Airline mileage programs<br />Early Game Layers<br />
    58. 58.
    59. 59.
    60. 60. Mechanical Turk / Matrix Style Gamification<br />Using Human Gamers to accomplish tasks<br />ESP Game- Professor Luis von Ahn<br />Tens of millions of labels created<br />http://images.google.com/imagelabeler/<br />Google’s Auction-based pricing system also a game<br />
    61. 61. Mechanical Turk / Matrix Style Gamification<br />UW researcher’s Fold.it<br />turns determining the ideal shape of a protein into a puzzle game. <br />
    62. 62. Charitable Giving<br />Humanity Calls<br />Cause World<br />
    63. 63. Charitable Giving<br />Humanity Calls<br />Cause World<br />
    64. 64. Location Based<br />
    65. 65. Location Based<br />
    66. 66. Location Based<br />
    67. 67. Location Based Dining<br />
    68. 68. Fitness<br />
    69. 69. Fitness<br />
    70. 70. Fitness<br />6060 challenges<br />232.5 million miles run <br />
    71. 71. Fitness<br />
    72. 72. Fitness<br />6060 challenges<br />232.5 million miles run <br />6060 Challenges<br />232.5 Million Miles Run<br />
    73. 73. Ecommerce<br />
    74. 74. Ribbon Hero<br />
    75. 75. From Jen MichelsteinSenior Program Manager, Microsoft Office Labs<br /><ul><li>What people tell us that’s good:
    76. 76. They’re learning new features
    77. 77. 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)
    78. 78. What could be improved:
    79. 79. If people play two challenges, they’re likely to play a lot of challenges; but we’re losing players before they finish two challenges
    80. 80. once players plateau or reach the max score, there’s nothing to keep them engaged
    81. 81. 94,852 Downloads (as of 5/12/2010)
    82. 82. 1,142 Facebook fans (as of 5/12/2010)</li></ul>120,000+ challenges played<br />
    83. 83. Gamifying Resorts and Shopping Malls<br />
    84. 84. Gamifying Resorts and Shopping Malls<br />
    85. 85. Gamifying Resorts and Shopping Malls<br />
    86. 86. Gamifying Gaming<br />Video at:<br />http://www.youtube.com/watch?v=omHrogtr0yU<br />
    87. 87. Gamifying Gaming<br />Video at:<br />http://www.youtube.com/watch?v=8tpWiQK_BwI<br />
    88. 88. Gamifying Gaming<br />Video at:<br />http://www.youtube.com/watch?v=FSezf0MrEYE<br />
    89. 89. Financial Services<br />
    90. 90. Financial Services<br />
    91. 91. Financial Services<br />
    92. 92. Credits<br />Dr. Byron Reeves of the Department of Communication at Stanford & <br />J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement<br />David EderyPrincipal, Fuzbi co-author with Ethan Mollickof Changing the Game: How Video Games Are Transforming the Future of Business<br />Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/<br />James Currier of Ooga Labs who also credits Clay Shirkyand Bret Terrill <br />David HelgasonCEO of Unity<br />Jesse Schell, Professor of Entertainment Technology  CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw<br />Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast<br />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.<br />
    93. 93. LOGIN 2010 WINNERS!<br />Gamified Human (Placeholder)<br />
    94. 94. Contact<br />Scott Dodson<br />FB, LinkedIn<br />First Name at Bobberinteractive.com<br />@Gamebiz<br />
    95. 95. More<br />The Fun Theory Award winner: Speed limit lottery: http://www.youtube.com/watch?v=KcaKocRXCB4&feature=player_embedded<br />Groupon (social coupon buying)<br />Social deals<br />Rite Aid (Life) McDonald’s Monopoly clone<br />Coke (Marketing) My Rewards Program www.mycokerewards.com <br />WeSeed - Investment simulation game<br />HSX.com – Hollywood Stock Market<br />Stack Overflow - Points and Reputation for expertise<br />www.thesixtyone.com - gamified music site<br />Lumos Labs- games to build mental health, memory and attention<br />QR code games<br />
    96. 96. More<br />Video at:<br />http://www.youtube.com/watch?v=zSiHjMU-MUo&NR=1<br />
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