4. GAMIFICATION - DEFINITION
PROCESS USING GAME DESIGN techniques & mechanics to
solve problems and engage audiences.
It strives to ENCOURAGE USERS TO ENGAGE in desired
behaviors in connection with nongame applications.
Source: http://en.wikipedia.org/wiki/Gamification
5. Gamification is 75% PSYCHOLOGY and 25% TECHNOLOGY, so to
drive change, focus on three common game principles:
FUN
ATTENTION
EXPERIENCE
6. 4 TYPES OF FUN
EASY
HARD
SERIOUS
PEOPLE
Exploration
Fantasy
Creativity
Goals
Obstacle
Strategy
Repetition
Rythm
Collection
Communication
Cooperate
Compete
Source : XEO Design Nicole Lazzaro
12. BARTLE’S PLAYER TYPES
Killer
Players
Acting
Defined by
A focus on winning, rank, and
direct peer to peer
competition
Engaged by
Leaderboards, Ranks
Achiever
Defined by
A focus on attaining status
and achieving preset goals
quickly and/or completely
Engaged by
Achievements
Explorer
Socializer
Interacting
World
13. BARTLE’S PLAYER TYPES
Killer
Players
Acting
Defined by
A focus on winning, rank, and
direct peer to peer
competition
Engaged by
Leaderboards, Ranks
Achiever
Defined by
A focus on attaining status
and achieving preset goals
quickly and/or completely
Engaged by
Achievements
Explorer
Socializer
Interacting
Defined by
A focus on exploring and a
drive to discover the
unknown
Engaged by
Obfuscated achievements
World
14. BARTLE’S PLAYER TYPES
Killer
Players
Acting
Defined by
A focus on winning, rank, and
direct peer to peer
competition
Engaged by
Leaderboards, Ranks
Defined by
A focus on attaining status
and achieving preset goals
quickly and/or completely
Engaged by
Achievements
Explorer
Socializer
Defined by
A focus on socializing and a
drive to develop a network of
friends and contacts
Engaged by
Newsfeeds, Friends lists, Chat
Achiever
Interacting
Defined by
A focus on exploring and a
drive to discover the
unknown
Engaged by
Obfuscated achievements
World
15. BARTLE’S PLAYER TYPES
Killer
Players
Achiever
Acting
Defined by
A focus on winning, rank, and
direct peer to peer
competition
Engaged by
Leaderboards, Ranks
Defined by
A focus on attaining status
and achieving preset goals
quickly and/or completely
Engaged by
Achievements
<1% ~10%
Socializer
80% ~10% Explorer
Defined by
A focus on socializing and a
drive to develop a network of
friends and conatcts
Engaged by
Newsfeeds, Friends lists, Chat
Interacting
Defined by
A focus on exploring and a
drive to discover the
unknown
Engaged by
Obfuscated achievements
World
18. >
BRING FUN
RECOGNITIOIN AND
REWARDS TO
INCREASE BRAND
RECOGNITION
Video: http://www.youtube.com/watch?feature=player_embedded&v=7u0ij9D5S4Y#t=20
19. EXAMPLES OF GAMES MECHANICS
1.
Make a Market
Foursquare proved that location-based networking wasn’t doomed to fail, that simple game mechanics
can affect behavior, and that you can engage 10 million customers — all while raising $50 million
2.
Get Fit
Through gamification, ... 70% of NextJump employees exercise regularly — saving the company millions in
work attendance and insurance costs over the medium term an making the workplace healthier and happier
3.
Slow Down and Smell the Money
Volskwagen Speed Camera Lottery idea rewards those drivers who obey the posted limit by entering them into
a lottery. When tested at a checkpoint in Stockholm, average driver speed was reduced by 20%.
4.
Generate Ad Revenues
Club Psych implemented gamified incentives to raise page views by over 130% and return visits by 40%.
registered user counts increased from 400,000 to nearly 3 million since the launch of the gamified version
5.
Make Research & Evangelism Count
Through the use of gamified, virtual rewards, crowtap has been able to raise average user participation by 2.5
times, thus reducing research costs by 80% or more for key clients.
6.
Save the Planet
RecycleBank utilized game mechanics such as points, challenges and rewards to drive breakthroughs. Results
16% increase in recycling in Philadelphia, where the recycling rate has broken 20% for the first time in history.
7.
Make Teaching Fun
Anant Pai grouped students by learning style, and retooled the curriculum to make use of off-the-shelf games
to teach reading, math and other subjects. Students play on Nintendo DS and PCs, both single and multiplayer.
In 18 weeks, Mr. Pai’s class went from below third grade average reading and math levels to mid-fourth grade
21. RECAP TOP 10 GAMIFICATION CASES
1/2
• Nike+ Fuelband and Accessories
– Development &Accomplishment (Core Drive #2)
– Empowerment (#3),
• Starbucks Reward
– Development & Accomplishment (#2)
– Ownership & Possession
•
McDonald’s Monopoly Game
– gamification concepts derived from the classic game of Monopoly
• Coca-Cola’s Shake It
– Epic meaning and Calling (Core Drive #1)
– Unpredictability & Curiosity (Core Drive #7)
• Magnum Pleasure Hunt
– Ownership (Core Drive #4)
– Epic meaning (Core Drive #7: being heroes of their journey)
– Empowerment (#3) and accomplishment (#2).
Source : http://www.yukaichou.com/gamification-examples/top-10-marketing-gamification-cases-remember/#.UvuVx2JdWSo
22. RECAP TOP 10 GAMIFICATION CASES
2/2
• SeatPG Connection Game
– Empowerment of Creativity & Feedback (#3)
– Development & Accomplishment (#2)
• All eyes on S4
– Empowerment and Accomplishment (#3: through visual feedback)
– Social Influence & Relatedness (#5: through the growing audience)
– Unpredictability & Curiosity (#7: through the mischief that occurs to distract
the players)
•
Heineke n’s Star Player Game
– ponsor can directly engage with fans during a sports game
• Steam Trading Cards
– Ownership & Possession (Core Drive #4)
– Social Influence & Relatedness (Core Drive #5)
• 4 Foods – Good 4 All
– Social Influence & Relatedness (#5)
– Development & Accomplishment (#2)
– Empowerment of Creativity & Feedback (#3)
Source : http://www.yukaichou.com/gamification-examples/top-10-marketing-gamification-cases-remember/#.UvuVx2JdWSo