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

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  1. 1. PlayNYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  2. 2. Play is the free space of movement within a more rigid structure. Katie Salen and Eric Zimmerman via Aaron Dignan’s Game Frame
  3. 3. ...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
  4. 4. Facebook – Palo Alto, CA
  5. 5. understanding human motivation isessential to design behavioral games
  6. 6. 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
  7. 7. 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
  8. 8. Extrinsic versus Intrinsic motivation(someone wants you to do it) (you want to do it)
  9. 9. 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
  10. 10. Play Games photo by Solo
  11. 11. Applied Gamesdesigned to help us engage and achieve in our real lives Aaron Dignan
  12. 12. via The Lounge Group
  13. 13. 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
  14. 14. 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
  15. 15. The Building Blocks ofBehavioral Games
  16. 16. 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
  17. 17. 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
  18. 18. 3 all-time favorites
  19. 19. Competition, Levels, Data, Recognition
  20. 20. Puzzles, Social Pressure, Competition, Levels, Data, Status
  21. 21. Time Pressure, Data, Targets, Novelty, Recognition
  22. 22. thank you @akaJuanSmith