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Dev con5 gamification
 

Dev con5 gamification

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Presentation on Gamification given at DevCon5 on 7/27/2011

Presentation on Gamification given at DevCon5 on 7/27/2011

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  • Unilever
 Alper Eroglu, Brand Development Manager Global Magnum Digital & Social Media Quirino Cipollone, Brand Development Director Magnum
Mick van Ettinger, Vice President Brand Development Global Magnum & Wall Creative agency:  Lowe Brindfors 
Art Directors: Patrik Westerdahl, Petter Lublin
Copywriter: Henrik Haeger
Strategy Director: Oscar Erlandsson
Account Director: Tina Jarlerud
Digital Producer: Lisa Flack Account Manager: Sofia J os on
Technical Producer: Tobias L o ren
Designer: Ellinor Bjarnolf

Production:  B-Reel 
Film production: B-Reel Films
 Sound: Plan8

Dev con5 gamification Dev con5 gamification Presentation Transcript

  • System Gamification William Volk CCO, PlayScreen, LLC
  • What is Gamification?
    • The use of Game Play elements to improve adoption, engagement and retention.
  • Why Gamification?
    • 2x to 10x improvement in metrics.
    • We are wired for it.
    • “ Gamification at it's core is about fun, rewards and social connections. It has the opportunity to connect people in ways never seen before.”
    • - Gamification.org
    • Make the dull less DULL!
  • Why Gamification (2)?
    • 5.93 Million Years in World of Warcraft.
    • 10,000 hours of gaming by age 21.
    • Games immerse us in “Blissful Productivity.”
    • Solve major problems - “World Without Oil.”
      • From TED: Jane McGonigal: Gaming can make a better world
  • Case Study: Speed Camera Lottery
    • Photo all drivers.
    • Distribute collected fines to ‘good’ drivers.
    • Average speed dropped from 32 to 25 kp/h.
    (TheFunTheory.com)
  • Case Study: Bottle Bank Arcade
    • Make recycling bottles an arcade game.
    • In one evening, used by 100 people.
    • Normal recycle bin used only twice.
    (TheFunTheory.com)
  • Case Study: Magnum Ice Cream
    • In 3 days was the most tweeted URL globally.
    • 1 million uniques in 3 weeks, no media spend.
    • Users spend 5 min on average. 250k FB shares.
  • What do we mean by ‘Game’?
    • Games have evolved beyond win/lose.
    • Sometimes you just want to have a element.
    • Elements:
      • Achievements
      • Goals
      • Social
      • Scoring
      • Tasks?
  • Achievements
    • Not a new idea.
    • Give people positive feedback.
    • Integrate with Social Networks.
      • Post to Facebook and Twitter.
  • Goals
    • Give people direction.
    • MyPlate’s “calories per day”.
    • Farmville’s crop growing.
  • Social Aspects
    • Parallel Play
      • We play together, but not against each other.
    • Competitive Play
      • We play to win (Bejewled Blitz).
    • Cooperative Play
      • We work together to achieve our goals (help me with my farm).
  • Workifcation? (Grind Games)
    • Games are becoming more like work.
    • Play is about 'tasks’, not the traditional elements.
    • Players awarded with achievements, bragging rights, virtual currency.
    • How does this apply to Gamification?
  • Getting Started
    • Game or Game Elements?
    • Platform.
    • Discovery and Social Network.
    • Amateurs Copy … Professionals?
  • The Design Process
    • Concepts.
    • Paper Prototypes.
    • Throw Away Code.
    • Play Testing.
  • The Development Process
    • Design Document.
    • Agile?
    • Producers and Project Management.
  • Gamifcation and HTML5
    • Mobile, Facebook, Tablets?
    • Most of the games are not ‘arcade’.
    • Facebook apps evolving to HTML5.
    • See acquisitions for proof.
      • Zynga bought Dextrose AG.
      • MafiaWars goes HTML5
  • Final Thoughts
    • Where is this going? What does it all mean?
        • The $1000 handbag and virtual goods.
        • Demographics are broad - Who’s playing?
        • Real World Rewards?
    • Opportunities: Education, Health and Finance.
  • We’re Hiring!
    • Programmers, Producers and Artists
    • Florence Oregon Studio