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Gamification Part 1What makes a good game?          July
24,
2011          Rita
Nguyen;
Chief
Product
Officer          @mood...
2
Agenda• What
is
Gamifica=on?• Mo=va=ons• How
to
set
it
up• Gaming
Mechanics• Examples
&
Case
Studies                       ...
What
is
GamificaNon?                      4
What
is
GamificaNon?Introducing
gaming
mechanics
to
incenNvize
     customer
behaviour
&
build
loyalty       4
In
other
words...                    5
Sounds
simple
right?So
let’s
break
it
down.   6
IdenNfy
your
player                      7
What
does
fun
mean
to
your
         player?         8
What
does
fun
mean
to
your
         player?         8
9
Rewards   10
Status   11
Respect   12
ChallengeChallenge       13
Co‐operaNonCooperaNon      14
CompeNNveness   15
OpNng
in
for
email        Referring a         friend                                                              Watching...
Golden
Rules               17
Player Motivations   Business Needs  Play in this area                                      18
19
20
21
Examples           22
23
24
25
26
27
Resources                                     Gamify.comGamificaNon.co                        GamificaNon.orgBadgeville.com ...
Key
TakeawaysKnow
your
player
and
their
moNvaNons             Make
it
fun!   Easy
to
play
but
hard
to
master      Anything...
Thank
You!               @moodyrain             @TeamSkunkworks For
more
informaNon
about
our
company
visit
Skunkworks.vn
...
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Gamification 01

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  • Gaming industry continues to see explosive growth especially with the relatively new social/online games\nThe concept of gamification has been around for years (just look at the airline industry)\n
  • I started working in gaming with Neteller is a payment processor for the online gambling industry\nEA is one of the largest gaming companies in the world\nI helped build out the worldwide online marketing & community management teams\nI also produced and created the EA games labels first affinity/loyalty program\n
  • Today I’d like to walk you through what gamification means and then talk about the tools that you can use to introduce it to your own community programs.\nFinally I will walk you through some real world examples and end with a few places you can go to get more information\nSo let’s get started with what this all means \n
  • This is just a lot of buzzwords to mean...\n
  • This is just a lot of buzzwords to mean...\n
  • This is just a lot of buzzwords to mean...\n
  • Making things fun!\nGames are experiences. Take your community on a journey that is fun and they are much more willing to follow you.  \n\n
  • \n
  • Who is this guy? As with any marketing, you need to first understand your customers/players and design for his social style\nWhat’s his style? What does he like to do? What problem is he trying to solve?\nWhat game is he already playing? Where’s he hanging out? Who is he hanging out with?\n
  • And what does “fun” for him?\nWhere do they already play? What do they already do?\n\n
  • And what does “fun” for him?\nWhere do they already play? What do they already do?\n\n
  • Then it’s all about finding the right motivations\n
  • Do he want to get something tangible out of it? \n\n
  • Perhaps he just wants to be the cool kid in town?\n
  • Or the respect of his peers?\nBecome the known expert\n
  • Maybe it’s just about pushing himself to do something\n\n
  • Games are more usually more fun with friends :)\nCo-op saw a huge focus in recent years, especially in the shooter space.\nPeople generally don’t like to play games alone. \nThis is a screenshot from a guild in World of Warcraft where people (usually strangers) from around the world to play together\n
  • Or maybe they want to play AGAINST each other.\nDo you want to play on their competitive streak?\nTo be fair, I’ve barely played this game (we still have the same kill/death ratio)\n
  • What do you want them to do? You can gamify almost anything.\nI probably don’t need to tell you how important identifying your business needs are :)\n
  • Before we start, there are a few rules to remember...\n
  • Okay, you have your player motivations and your business needs...this is where your sweet spot is\nGamification makes it possible you to engage players in meaningful and interesting ways\nWith an eye on aligning our personal motivations with their business objectives. \nMapping Your Goals with Your User's Interests is Essential though or you run the risk of\n Lack of interest\n Gaming the system if they don’t really like what you \nThey don’t work for you - why would they care?\nIf you only play on player motivations, you may not get anything out of this at all :)\n
  • A good game is one that is easy to learn and hard to master\nToo hard to learn and you’ll lose everyone\nToo easy to master and people will simply get bored and abandon your game\n
  • So it’s a fine balance of skill and challenge\n
  • And remember to build fun into your core activity loop\nIf it’s not fun, players will abandon you\nAnd if they do it’s usually to get free stuff - is that the right motivation?\n
  • \n
  • Gamified exercise with the launch of Nike+ in 2008. \nOver 1.8 million runners are currently using Nike+ \n\n
  • Capture workout data such as distance, pace, and calories burned using a GPS sensor connected to their iPod/iPhone\nCheck your progression\nSet goals for yourself as you’re working out\n\n
  • Turn on the app during your work out to track your stats, manage your music, etc\nThe app ”rewards“ users if they reach a milestone — for example, runners hear Tour de France cycling champ Lance Armstrong congratulating them if they beat their five-mile distance record. \n
  • Challenge yourself,\nChallenge each other\n
  • Online to upload their data, track their statistics, and SHARE it Nike community and other social networks. \nNike+ has allowed the company to build a huge and active fan base \nOver 800,000 runners logged on and signed up when Nike sponsored a 10K race simultaneously across 25 cities. \n
  • \n
  • \n
  • \n
  • Transcript of "Gamification 01"

    1. 1. Gamification Part 1What makes a good game? July
24,
2011 Rita
Nguyen;
Chief
Product
Officer @moodyrain

#TeamSkunkworks Skunkworks.vn 1
    2. 2. 2
    3. 3. Agenda• What
is
Gamifica=on?• Mo=va=ons• How
to
set
it
up• Gaming
Mechanics• Examples
&
Case
Studies 3
    4. 4. What
is
GamificaNon? 4
    5. 5. What
is
GamificaNon?Introducing
gaming
mechanics
to
incenNvize
 customer
behaviour
&
build
loyalty 4
    6. 6. In
other
words... 5
    7. 7. Sounds
simple
right?So
let’s
break
it
down. 6
    8. 8. IdenNfy
your
player 7
    9. 9. What
does
fun
mean
to
your
 player? 8
    10. 10. What
does
fun
mean
to
your
 player? 8
    11. 11. 9
    12. 12. Rewards 10
    13. 13. Status 11
    14. 14. Respect 12
    15. 15. ChallengeChallenge 13
    16. 16. Co‐operaNonCooperaNon 14
    17. 17. CompeNNveness 15
    18. 18. OpNng
in
for
email Referring a friend Watching
videos Rating products Sharing
content Making a purchase Linking
accounts VoNng Taking quizzes Reading
arNcles Viewing photosSearching
for
info Creating content Business Needs 16
    19. 19. Golden
Rules 17
    20. 20. Player Motivations Business Needs Play in this area 18
    21. 21. 19
    22. 22. 20
    23. 23. 21
    24. 24. Examples 22
    25. 25. 23
    26. 26. 24
    27. 27. 25
    28. 28. 26
    29. 29. 27
    30. 30. Resources Gamify.comGamificaNon.co GamificaNon.orgBadgeville.com GamificaNonNews.net GamificaNon.com 28
    31. 31. Key
TakeawaysKnow
your
player
and
their
moNvaNons Make
it
fun! Easy
to
play
but
hard
to
master Anything
can
be
gamified 29
    32. 32. Thank
You! @moodyrain @TeamSkunkworks For
more
informaNon
about
our
company
visit
Skunkworks.vn

We’re
 hiring! 30
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