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Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
Gamification Will Eat Itself
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Gamification Will Eat Itself

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Gamification talk I gave at LOGIN April 2011. Could also be titled: Doing Gamification the Right Way. …

Gamification talk I gave at LOGIN April 2011. Could also be titled: Doing Gamification the Right Way.
A couple months later, Gartner made it official and put gamifiaction on their hype cycle curve. They were a little more generous than I was.

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  • Lifelong GamerEngineering,Psychology & ArtChronic Entrepreneur Run my own business since 1994. Sold two of them.Raised $3 ½ mmAdvertising & Marketing Collectible card game that we launched free to play before anyone knew what that meantMMO RTSGamifying Finance @ Bobber Interactive MONTAGE!!!!
  • Highly motivating and successful, & a year ago I was excited!
  • Rewards not equal to happiness. Actually its satisfying work!
  • Ultimate Irony was watching Brian Reynolds & Jesse Schell @ DICE about the distinction between Social games and Gamification, and Bryan saying: "Gamification is where you use game elements to try to get people to do stuff they don't want to do. That's my working definition. Zynga is an entertainment company, and we try to create an experience that is fun and social, then get players to pay for it."
  • EducationTrainingFinanceFitness
  • Domain Experts and Asskickers on one side and Game Designers & Designer ?astronauts
  • Transcript

    • 1. Gamification Will Eat Itself
      Scott DodsonCOO, Product Owner
      Bobber Interactive
    • 2. Me
      Me
    • 3. Me
      Chronic Entrepreneur
    • 4. Used a Game LayerLayer of Abstraction
      Playful Perception
      Mind numbing jobs
      Dating
      Holding a conversation
      Sales – Cold Calling
      Raising Angel/VCMoney
      Game layers worked!
    • 5. Gamification
      *
      Examples of
      reallygood
      gamification
      *Not to scale
    • 6. What went wrong?
      Gamification seen as Manipulation
      Extrinsic & Skinnerian/Behavioralist
      Spawn of Marketing
      Cookie Cutter
      Broken & “Gameable”
    • 7. OMFG
    • 8. /Sigh…
      We are here
    • 9.
    • 10.
    • 11.
    • 12. Deep Breath
    • 13. How we get on the right road…
    • 14. Gamification is actually working
      Big Door & Bunchball report ~80 mm users
      Page views 2x
      Time on site 2x
      Unique monthlies +30%
      But still…
    • 15. To get to the Plateau of Productivity…
      Gamification is not about:
      Extrinsic rewards
      Manipulation
      Outer “shell” of game: Points, Levels, Badges
      It’s about creating Sustained Engagement
    • 16. Apparent Challenge
      Great games are hard enough:
      Only 4% of games that go into production are profitable
      Add a “real world” activity and you multiply the difficulty of success
    • 17. Design for sustained engagement
    • 18. “Playing a game is the voluntary attempt to overcome unnecessary obstacles” – Bernard Suits
      Rules
      A Goal
      Voluntary
      Participation
      A Feedback
      System
    • 19. Designing for Sustained Engagement
      I. Establish a different user “contract”
      A game is voluntary framework for the user experience
      Obstacles desirable!
    • 20. Eustress / Satisfying Work
    • 21. Designing for Sustained Engagement
      II. Design for flow; segment the experience
      MihalyiCsikszentmihalyi
      Amy Jo Kim
    • 22. “Domain Resonant” Implementation
      1
      2
      +
      66% more people than normal chose
      the stairs over the escalator.
      3
      =
    • 23. Designing for Sustained Engagement
      III. Embrace the Domain; know the Audience
      Corollary: Build the right team
    • 24. Two Types of Motivation
      Extrinsic Motivation – Behavior that is motivated by contingencies (rewards, punishments) that are separate from the enjoyment of the activity itself
      Intrinsic Motivation – The activity itself is its own reward because it is inherently satisfying. In particular, humans have specific intrinsic needs that motivate.
    • 25. Framework/Context Critical
    • 26. Designing for Sustained Engagement
      IV. Motivational Psychology Critical
      Intrinsic needs satisfaction
    • 27. 3 Drivers of Intrinsic MotivationScott Rigby - Immersyve
      COMPETENCE
      AUTONOMY
      RELATEDNESS
      C
      A
      R
      • Freedom and agency
      • 28. Exercising volition
      • 29. Choosing
      • 30. Many opportunities for action
      • 31. Feeling “good at”
      • 32. Expanding capability
      • 33. Learning
      • 34. Mastery
      • 35. You matter to others ,they matter to you
      • 36. Meaningful connections
      • 37. Competitive, cooperative,
      • 38. Even removed: characters in a book or movie, developers of an app.
    • Competence, Autonomy & Relatedness: most reliable predictors of engagement
      (PENS) Methodology: Personal Experience of Needs Satisfaction
      Approach uses statistical regression analysis to predict long-term engagement
      • Multiple longitudinal studies with 20,000+ subjects
      • 39. Underlying psychological causality vs. solely outcome metrics (e.g., “clicks” or “fun”)
      PENS predicts
      sustained engagement...
      “Fun” does not.
      Competence, Autonomy, Relatedness
      Predictive power with p values <.01
    • 40. PENS design: Competence
      Scaled challenges (flow)
      Clear & juicy feedback
      Level=expanded capabilities
    • 41. PENS design: Autonomy
      Mechanics of Choice and Opportunity
      Open Environment - Playground
      Progression choices (class, tree-structure)
      Sense of purpose/volition
    • 42. PENS design: Relatedness
      You matter to them, they matter to you
      Competitive cooperative
      Reciprocity awesome; synchronicity, meh
      Player to Player; P2NPCs; P2Dev; P2Brand
      “…Brave, brave Sir Robin…”
      Hey! It’s the Hero of Kvatch! I can’t believe it! Wow!”
    • 43. Summary
      I. Establish a user contract of “game”
      II. Design for flow; segment the experience
      III. Game designer must embrace the domain
      IV. Focus on satisfying Intrinsic needs
    • 44. Thank You!
      /scottcdodson
      First Name at bobberinteractive.com
      @Gamebiz
    • 45.
    • 46. Gamification
      Swoopo
      Zappos
      Foursquare: Bad --> Better!
    • 47.  Gamification = engagement through intrinsic needs satisfaction
      ARGS
      Geocaching
      Nike+
      DevHub
      Priceline
      GreatWolfLodge / MagicQuest
      Slot Machines
      Playboy- Miss Social
      Starbucks
    • 48. Credits
      Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan)
      Jane McGonigal-Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D. Berkeley
      Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg University
      Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at the University of Chicago
      Amy Jo Kim- designer of social gaming systems, PHD University of Washington
      Wanda Meloni, M2 Research:  http://slidesha.re/gg49nb
      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
      Keith Smith, CEO Big Door.
      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.
    • 49. More Domain Specificity

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