KMUK Gamification Presentation
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KMUK Gamification Presentation



My presentation for the KMUK event in London.

My presentation for the KMUK event in London.



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  • First coined in 2002 by Nick Pelling – Created the consultancy Conundra. <br /> First major service formed in 2007 by Rajat Paharia <br /> 2010 people start to notice it in the mainstream <br /> 2011 Gartner predicts 70% of Global 2000 will be using it and that by 2015 50% of all companies will be using it <br /> 2012 Gartner predicts that by 2014, 80% of all implementations will fail due to poor design <br /> Today, there are many companies providing gamification services, either as consultancies or software providers. Major players include Bunchball, Badgeville, BigDoor, Punchtab.
  • Whilst there are many tools available to a gamifier, the ones you will most commonly see are Points, Badges and Leader boards. <br /> <br /> In many games and gamified systems, extrinsic (external physical or representations of physical) rewards are made heavy use of. There are several reasons for this. They are very visible. They are pretty easy to implement. They are also easy for the user to understand. Everybody understands the idea that if I do something, I will get a reward. If I belong to something for a long time, I get a reward. If I excel at something, I get a reward that has meaning to me and is a symbol to others of my achievement. <br /> <br /> It is also easy to understand that if you are at the top of a ladder or leader board, you are the best. This gives you status and some degree of power, both things that humans like to have.
  • Socialisers are motivated by Relatedness. They want to interact with others and create social connections. <br /> Free Spirits are motivated by Autonomy. They want to create and explore. <br /> Achievers are motivated by Mastery. They are looking to learn new things and improve themselves. They want challenges to overcome. <br /> Philanthropists are motivated by Purpose and Meaning. This group are altruistic, wanting to give to other people and enrich the lives of others in some way with no expectation of reward. <br /> Players are motivated by Rewards. They will do what is needed of them to collect rewards from a system. They are in it for themselves. <br /> Disruptors are motivated by Change. In general they want to disrupt your system, either directly or through other users to force positive or negative change. <br />
  • Bespoke applications – tailored to specific needs <br /> GaaS – Gamification as a Service, plug and play and forget and lose <br />

KMUK Gamification Presentation KMUK Gamification Presentation Presentation Transcript

  • Gamification Andrzej Marczewski @daverage
  • What is Gamification? The use of game elements and game thinking in non game contexts OR Creating more game-like experiences
  • It wont turn things like this
  • Into this
  • Or people like this
  • Into people like this
  • How and when to apply it •Do you have a people-centric problem to solve? •Will gamification bring value to both you and the target audience? •Do you have time?
  • Common Implementations Badges, trophies, awards, tangible rewards E.G. Foursqaure, Mint Points, experience, credits, virtual currency, real currency E.G. Loyalty Cards, Nike+ Leader boards, ladders, league tables, score boards E.G. Foursquare, Salesforce
  • Know your audience
  • Know your audience Marczewski’s User Types Hexad © Gamified UK 2014
  • Critical success factors •Focus on motivation rather than just rewards •Don’t try to trick the users •Don’t be over ambitious •Metrics!
  • The Future
  • Game Over! Andrzej Marczewski @daverage