System Gamification William Volk CCO, PlayScreen, LLC
What is Gamification? <ul><li>The use of Game Play elements to improve adoption, engagement and retention. </li></ul>
Why Gamification? <ul><li>2x to 10x improvement in metrics. </li></ul><ul><li>We are wired for it. </li></ul><ul><li>“ Gam...
Why Gamification (2)? <ul><li>5.93 Million Years in World of Warcraft. </li></ul><ul><li>10,000 hours of gaming by age 21....
Case Study:  Speed Camera Lottery  <ul><li>Photo all drivers. </li></ul><ul><li>Distribute collected fines to ‘good’ drive...
Case Study:  Bottle Bank Arcade <ul><li>Make recycling bottles an arcade game. </li></ul><ul><li>In one evening, used by 1...
Case Study:  Magnum Ice Cream  <ul><li>In 3 days was the most tweeted URL globally. </li></ul><ul><li>1 million uniques in...
What do we mean by ‘Game’? <ul><li>Games have evolved beyond win/lose. </li></ul><ul><li>Sometimes you just want to have a...
Achievements <ul><li>Not a new idea. </li></ul><ul><li>Give people positive feedback.  </li></ul><ul><li>Integrate with So...
Goals <ul><li>Give people direction. </li></ul><ul><li>MyPlate’s “calories per day”.  </li></ul><ul><li>Farmville’s crop g...
Social Aspects <ul><li>Parallel Play </li></ul><ul><ul><li>We play together, but not against each other. </li></ul></ul><u...
Workifcation? (Grind Games) <ul><li>Games are becoming more like work. </li></ul><ul><li>Play is about 'tasks’, not the tr...
Getting Started <ul><li>Game or Game Elements? </li></ul><ul><li>Platform.  </li></ul><ul><li>Discovery and Social Network...
The Design Process <ul><li>Concepts. </li></ul><ul><li>Paper Prototypes.  </li></ul><ul><li>Throw Away Code. </li></ul><ul...
The Development Process <ul><li>Design Document. </li></ul><ul><li>Agile?  </li></ul><ul><li>Producers and Project Managem...
Gamifcation and HTML5 <ul><li>Mobile, Facebook, Tablets? </li></ul><ul><li>Most of the games are not ‘arcade’.  </li></ul>...
Final Thoughts <ul><li>Where is this going?  What does it all mean? </li></ul><ul><ul><ul><li>The $1000 handbag and virtua...
We’re Hiring! <ul><li>Programmers, Producers and Artists </li></ul><ul><li>Florence Oregon Studio </li></ul>
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Dev con5 gamification

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

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  • Unilever
 Alper Eroglu, Brand Development Manager Global Magnum Digital &amp; Social Media Quirino Cipollone, Brand Development Director Magnum
Mick van Ettinger, Vice President Brand Development Global Magnum &amp; 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

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