Introduction toFrom games.. ..to the real worldAkash Suresh Abhishek Pathak
What is gamification?It’s about learning from games and applying it to solve real worldchallenges. Bob is a 10th grade student who loves playing an FPS game called Call for Strike. He is immersed in the game 2- 4 hours a day. Bob’s academic grade is “D’ and he is overweight. What if we could find out what’s so engaging about Call for Strike and apply it to Bob’s studies and his health?
Stella runs an NGO which tacklessocial issues in her country.She noticed that her team memberslove playing ‘Pictionary’.What if Stella could find out what isit about the game that makes herteam members play together, andapply it to the NGO’s projects toincrease productivity within herteam?
Ross is a businessman who makesproducts for college students.Ross noticed that the current crazeamong the college students is a gamecalled ChapelRun .What if Ross could find out what’s soengaging about the game and apply it inhis interaction with the customers topump up his sales and marketing?
Useful terms• Game elements : Tools/patterns used in building a game. E.g., points, levels, badges, characters, challenges, etc.• Game design techniques : Concepts used in designing a game systematically, thoughtfully and artistically to make it fun. E.g., motivational design, behaviorism, reward structures, etc.• Non game contexts : Objectives lying outside of a game. E.g., to get a job, to increase productivity, to promote greenery, to improve marks, etc.
DefinitionGamification is the use game elements and gamedesign techniques in non game contexts.Example : Nike plus made running into a game like experience topromote fitness and sales among customers. Check out how athttp://nikeplus.nike.com/plus/
Categories1. External gamification : Gamification for those outside the organization, like customers, for improving marketing, sales, customer engagement, etc.2. Internal gamification : Gamification for people within an organization for human resource management, productivity enhancement, etc.3. Behavior change : Gamification to cause a desired behavior change within an individual or a community for personal health, cleanliness of a city, energy conservation, etc.In which category do you think gamification in the cases of Bob,Ross and Stella would fall under?
Examples External gamification : The USA network created Club Psych, a gamified website of their popular TV show called Psych.They integrated the game mechanics with other aspects of the show (likepineapple) to make it feel like an extension of the show.Check out : http://clubpsych.usanetwork.com/
Results : A big marketing bump• Overall traffic on the USA network increased 30%.• Online merchandise sales increased 50%.• Page views increased 130%.• Psych content shared 300,000 times on facebook,reaching 40 million users with original audience of4.5 million.
Internal gamification : Windows 7 language quality gameMicrosoft software is available in many languages across hundreds ofcountries. It’s a challenge to make sure all the text, dialog boxes and otherinterface elements are error free in all the languages.The testing and QA group of Microsoft gamified the process to test thelocalization of the company.Teams scored points for each error found and the team ranking wasdisplayed on a leaderboard.Microsoft volunteers saw it as a chance to compete against otherMicrosoft offices and to make their localization the best in the company.This got them to do the otherwise boring task of reading dialog boxes, forfree.leaderboard
Results :• 4,500 participants.• Over 500,000 dialog boxes reviewed.• 6,700 bugs reported.• Hundreds of significant fixes.
Behavior change : Speed limit enforcement by speed camera lottery (The Fun Theory) Cameras were set up to track speed of vehicles and show it to the drivers. As usual, those overspeeding were fined, but those who didn’t were automatically entered into a lottery, money for which came from the fines collected. Result : • Average speed in Stockholm trial decreased by over 20% from 32 to 25 kmphCheck out : http://www.thefuntheory.com/speed-camera-lottery-0
Checkpoint• Is gamification turning everything into games?• Is gamification all about using game elements like points,leaderboards, rewards, etc into any situation?• Will gamification produce desired results in every situation?The answer is NO.• Gamification is about learning from games and game designs.• Gamification will not produce results in every area.• Gamification is harder than it appears!Now that you know what gamification is, the next question arises‘Why gamification’?Ponder over the question and stick around for the answer.
References and linksGamification course content by Prof. Kevin Werbach, WhartonSchool of University of Pennsylvaniahttp://dl.dropbox.com/u/220532/MindTrek_Gamification_PrinterReady_110806_SDE_accepted_LEN_changes_1.pdfhttp://www.accenture.com/us-en/blogs/technology-labs-blog/archive/2012/03/28/gamification-and-the-behavior-change-lifecycle.aspx
Contact us :Akash SureshCenter championCareerKraft Foundationemail - firstname.lastname@example.orgAbhishek PathakCenter championCareerKraft Foundationemail – email@example.comTo know more about CareerKraft, visithttp://careerkraft.in/Thank You!