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As presented to graduate students at NYU this semester, enjoy!

As presented to graduate students at NYU this semester, enjoy!

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    Play Play Presentation Transcript

    • PlayNYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
    • Play is the free space of movement within a more rigid structure. Katie Salen and Eric Zimmerman via Aaron Dignan’s Game Frame
    • ...a stepping out of real life into a temporary sphere of activity with a disposition all its own. Johan Huizinga via Aaron Dignan’s Game Frame
    • Facebook – Palo Alto, CA
    • understanding human motivation isessential to design behavioral games
    • Social Value Orientation (social psychology):1. Altruistic: Desire to maximize the welfare of others2. Cooperative: Desire to maximize joint outcomes3. Individualistic: Desire to maximize own welfare4. Competitive: Desire to maximize own welfare relative to others5. Aggressive: Desire to maximize the welfare of the other P2P Foundation
    • If a reward --money, awards, praise, or winning a contest-- comes to be seen as the reason one is engaging in an activity, that activity will be viewed as less enjoyable in its own right. Alfred Kohn via Aaron Dignan’s Game Frame
    • Extrinsic versus Intrinsic motivation(someone wants you to do it) (you want to do it) positivesharing.com
    • What Enhances Intrinsic Motivation:1. Challenge: Being able to challenge yourself and accomplish new tasks2. Control: Having choice over what to do3. Cooperation: Being able to work with and help others4. Recognition: Getting meaningful, positive recognition for your work P2P Foundation
    • Play Games photo by Solo
    • Applied Gamesdesigned to help us engage and achieve in our real lives Aaron Dignan
    • via The Lounge Group
    • Apply game designthinking when:1. The activity can be learned2. The player can be measured3. The play can be rewarded real time Daniel Cook (Spry Fox co-founder) via Aaron Dignan’s Game Frame
    • Good behavioral games, then, should revealsomething fundamental about the underlying activitiesthey re built around. Achieving this requires examiningthe structure of our own activities and experiences inmore depth than ever before. This process ofobservation and inquiry is the precursor to design.Indeed, to reshape the world around us--ourworkplace, our schools, our homes--we must becomebehavioral game designers. Aaron Dignan
    • The Building Blocks ofBehavioral Games
    • 1. Targets: Benchmark, Bulls-eye, Quota2. Competition: Rivalry, Opponent, Adversary3. Chance: Randomness, Fortune, Luck4. Time Pressure: Urgency, Countdown, Timer5. Scarcity: Limited, Collectible, Rare6. Puzzles: Mysteries, Patterns, Hints7. Novelty: Surprises, Changes, Curiosity8. Levels: Stages, Areas, Domains9. Social Pressure: Peer Pressure, Obligation, Conformity10. Teamwork: Collaboration, Cooperation, Co-Creation11. Currency: Economy, Marketplace, Exchange12. Renewal: Regeneration, Iteration, Boost13. Forced Decisions: Choice, Preference, Judgement14. Data: Information, Results, Indicators15. Progress: Steps, Meters, Percentages16. Points: Scores, Ratings, Grades17. Recognition: Achievements, Badges, Awards18. Sensation: Stimulation, Motion, Touch19. Status: Rank, Class, Reputation Aaron Dignan
    • 1. Targets: Benchmark, Bulls-eye, Quota2. Competition: Rivalry, Opponent, Adversary3. Time Pressure: Urgency, Countdown, Timer4. Puzzles: Mysteries, Patterns, Hints5. Novelty: Surprises, Changes, Curiosity These are 126. Levels: Stages, Areas, Domains I encounter7. Social Pressure: Peer Pressure, Obligation, Conformity8. Teamwork: Collaboration, Cooperation, Co-Creation frequently9. Currency: Economy, Marketplace, Exchange at work10. Data: Information, Results, Indicators11. Recognition: Achievements, Badges, Awards12. Status: Rank, Class, Reputation Aaron Dignan
    • 3 all-time favorites
    • Competition, Levels, Data, Recognition
    • Puzzles, Social Pressure, Competition, Levels, Data, Status
    • Time Pressure, Data, Targets, Novelty, Recognition
    • thank you @akaJuanSmith