Rootstech-The Basics of Gamification

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Basics of Gamification for the Rootstech conference. No big enlightenments

Basics of Gamification for the Rootstech conference. No big enlightenments

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  • 1. The Basics of Gamification Dave McAllister – Director, Open Source and Accessibility© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential.
  • 2. A brief history of social games (http://radoff.com) §  From presentation at Gamification Summit 2011 – Jon Radoff© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 2Rootstech 2012 @Dave McAllister
  • 3. What is Gamification? Gamification is: the process of using game mechanics and game dynamics (game thinking) to engage users and solve problems §  In short, drive game like behavior and engagement in non- gaming environments Gamification is not about §  Game theory §  Game development §  Or a cure for a poor product design “50% of all innovation processes will be gamified by 2015” - Gartner© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 3Rootstech 2012 @Dave McAllister
  • 4. Some fun examples© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 4Rootstech 2012 @Dave McAllister
  • 5. Goals of Gamification §  Drive Participation §  Increase the number of people willing to (and capable of) taking part §  Increase Engagement §  Drive more interactions, including sharing and deeper responses §  Create Loyalty §  Maintain return traffic as well as increased viral “social media” marketing Gamification could deliver application lock-in in an web-based world.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 5Rootstech 2012 @Dave McAllister
  • 6. Engagement §  Motivation leads to engagement §  Intrinsic motivation – innate desire to do something rewarding in and of itself §  External motivation – driven by desire (or fear) of external reward (or punishment) Self- State of being actualization State of needing Esteem Status, achievements, rank, reputation Belonging Cohesion, virality, community Safety Security, money Physical Food, water, airMaslow’s Hierarchy of Needs (1943) …© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 6Rootstech 2012 @Dave McAllister
  • 7. The gamified engagement loop §  Desire §  Mastery© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 7Rootstech 2012 @Dave McAllister
  • 8. The gamified engagement loop §  Desire §  Incentive §  Challenge §  Achievement/ reward §  Feedback §  Mastery© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 8Rootstech 2012 @Dave McAllister
  • 9. Measuring Engagement §  Engagement is driven by (and may be measured by) §  Recency §  Frequency §  Duration §  Virality §  Ratings© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 9Rootstech 2012 @Dave McAllister
  • 10. Engagement summary §  Intrinsic motivations are more likely to drive higher engagement scores §  Engagement is powered by game dynamics §  Remember M3: Motivation, Momentum and Meaning© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 10Rootstech 2012 @Dave McAllister
  • 11. Loyalty systems change over time §  1800’s – Tangible goods model, buy something, get something §  1930’s – “Cash” incentives, rise of the virtual currency §  1980’s – Loyalty systems, and status recognition §  2000’s – Virtual rewards Why do these change?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 11Rootstech 2012 @Dave McAllister
  • 12. Gamified Loyalty Human behaviors are essentially learned through conditioning SAPS Status Access Power Stuff Variable Ratio maintains behavior© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 12Rootstech 2012 @Dave McAllister
  • 13. Changing costs and status value of loyalty 250 200 150 costs status value 100 50 0 1800 1850 1900 1950 2000 2050© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 13Rootstech 2012 @Dave McAllister
  • 14. Player types - Bartles < 1% ~ 10% ~ 80% ~ 10% Gamifying the quiz http://www.gamerdna.com/quizzes/ bartle-test-of-gamer-psychology? cobrand= Richard Bartle (1996), "Hearts, Clubs, Diamonds, Spades: Players Who suit MUDs,"© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 14Rootstech 2012 @Dave McAllister
  • 15. Player types - Radoff Evolutionary Gameplay Motivations© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 15Rootstech 2012 @Dave McAllister
  • 16. Player motivations and types© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 16Rootstech 2012 @Dave McAllister
  • 17. The 6 rules of Gamification design §  Understand what constitutes a “win” for the organization/sponsor §  Unpack the player’s intrinsic motivation and progress to mastery §  Design for the emotional human, not the rational human. §  Develop scalable, meaningful intrinsic and extrinsic rewards §  In scaling your project, don’t roll your own §  Most interactions are boring: make everything a little more fun© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 17Rootstech 2012 @Dave McAllister
  • 18. Step 1: Get §  Don’t design a game §  Focus on §  Recognition and Reward §  Status §  Achievement §  Competition §  Collaboration §  Don’t expect gamification to replace the need for good content §  Prepare to build a community and make it interactive© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 18Rootstech 2012 @Dave McAllister
  • 19. Step 2: goals and interests §  Understand your business goals §  Understand your users §  Balance the business goals and the users interests© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 19Rootstech 2012 @Dave McAllister
  • 20. Step 3: lights, camera, §  Prioritize what you want users to do, in your interests §  Determine success §  Including how to measure success §  Establish solid baselines §  Add elements one at a time© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 20Rootstech 2012 @Dave McAllister
  • 21. Step 4: , and §  Mechanics are how to control user actions §  Dynamics are how the user interacts with the mechanics §  Aesthetics are how the user feels about the experience While sometimes referred to as badges and points, there are far more parameters to be applied© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 21Rootstech 2012 @Dave McAllister
  • 22. Game Mechanics §  Are the constructs and feedback loops which are intended to encourage game play. §  Common examples: §  Status, equating to rank and reputation §  Feedback (of progress), points §  Progression, Completion §  Achievement §  Social interaction §  Self expression §  There are a lot of mechanics http://gamification.org/wiki/Game_Mechanics© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 22Rootstech 2012 @Dave McAllister
  • 23. Game Dynamics §  Time related evolution and patterns that make an activity enjoyable. §  The dynamic game-rule feedback loop §  The player dynamics §  Dependent on gamer personality §  Examples: §  Progression versus Status §  Reinforcement schedule (of rewards) versus points §  Appointments and countdowns §  Social driven discovery §  Competition© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 23Rootstech 2012 @Dave McAllister
  • 24. Step 5: Keep them wanting §  Make your mechanics work for you §  Make recognition make sense §  Reward on a schedule to match your desire A reward can be anything, virtual or physical Choose when to reward §  Variable == behavior continuance §  Fixed == Learning and deadline §  Level up (target the flow state)© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 24Rootstech 2012 @Dave McAllister
  • 25. Step 6: don’t now §  Real time feedback §  Newsfeeds §  Groups and teams §  Leaderboards §  Virtual Goods §  Pricing and value §  Gifts §  Secondary markets §  Revenue stream?© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 25Rootstech 2012 @Dave McAllister
  • 26. Step 7: Wherever go, there are §  Design for support of mobile or multi-screen approach §  Tap the power of existing social media behemoths §  Keep in mind location §  Keep in mind geo-cultures© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 26Rootstech 2012 @Dave McAllister
  • 27. Summary: Make it §  Keep it as simple as needed, not simple as possible §  Know who you are targeting §  Know what you want to get §  Measure it §  MDA == Mechanics, Dynamics and Aesthetics §  SAPS == Status, Access, Power, Stuff’© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 27Rootstech 2012 @Dave McAllister
  • 28. For more information and thanks to the giants §  Gamification by Design, Gabe Zicherman http://gamification.co/gabe-zichermann/ §  Game On, Jon Radoff http://radoff.com/ §  The Science of Gamification, Michael Wu, Ph,D http://www.linkedin.com/in/michaelwuphd §  Bunchball (http://www.bunchball.com/) for two amazing whitepapers: §  Winning with Gamification §  Gamification 101 §  The Gamification Blog: http://gamification.co §  Gamification University: http://gamificationU.com© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 28Rootstech 2012 @Dave McAllister
  • 29. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential.