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Gamification Presentation for SocialNow.org - The Extended Cut
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Gamification Presentation for SocialNow.org - The Extended Cut

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A short and less short presentation done for SocialNow on April 17th 2013. Introducing the ideas that gamification is much more than a way of adding points, badges an leaderboards to a current system. …

A short and less short presentation done for SocialNow on April 17th 2013. Introducing the ideas that gamification is much more than a way of adding points, badges an leaderboards to a current system. Also touches on RAMP Relatedness, Autonomy, Mastery and Purpose

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  • So, let’s get started with the core question. What is Gamification?Next a few taken from a survey I ran with a few industry leaders – just to see what they would say on the matter.As you can see they all revolve around the same idea, well, except Jesse Schell. However, as comical as his description is – it is actually pretty accurate when you think about what many attempts at gamification have been like so far.For me it is the use of behavioural psychology and game mechanics to influence desired behaviours or to enhance user experiences. Adding unusual things to usual things to create some kind of benefit.Unless there are any questions about the first two slides, let’s look at some the standard tools that you will see used in Gamification today.

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  • 1. GamificationWhat, Why and HowAndrzej Marczewskimarczewski.me.uk@daverageMe with short hair
  • 2. © Andrzej Marczewski 2013The First of Three Presentation SlidesGo to this link (please)!http://bit.ly/g-bingo
  • 3. © Andrzej Marczewski 2013Gamification What, How and WhyWhat: The application of game metaphors, elements and thinking to non game contextsand tasksWhy: To increase engagement, motivation, productivity, enhance user experience, supportlearning, influence behavioural change and moreHow: Balanced use of game thinking, elements and psychology to support intrinsicmotivation (RAMP: Relatedness Autonomy Mastery Purpose). Also think about Goalsetting, Feedback and TriggersNot: A magic bullet. It’s not just tacking points, badges, leaderboards onto a system nor is itmaking everything into games!Examples: Waze, Foursquare, Khan Academy, Samsung Nation, The Innovation Pool(Scottish Water), The Innovation Pipeline (AT&T)Gartner: By 2014, more than 70 percent of Global 2000 organizations will have at least one"gamified" application. By 2014, 80 Percent of Current Gamified Applications Will Fail toMeet Business Objectives Primarily Due to Poor Design. By 2015, More Than 50 Percent ofOrganizations That Manage Innovation Processes Will Gamify Those Processes.
  • 4. © Andrzej Marczewski 2013It’s not a Magic BulletGamification is one tool in a host available to you to increase engagement,enjoyment and motivation and all that good stuff.It’s not magic bullet though, throwing game elements at a fundamentallybroken idea is like putting a long hairy tail on a rabbit andcalling it a monkey.It’s not going to work and it isn’t going to fool anyone.Andrzej Marczewskimarczewski.me.uk@daverage
  • 5. GamificationWhat, Why and How –Extended CutAndrzej Marczewskimarczewski.me.uk@daverageMe with short hair
  • 6. © Andrzej Marczewski 2013What?The application of game metaphors, elements and thinking to non game contextsand tasksMy descriptionGamification is the strategy which takes behaviour-motivating mechanics fromtraditional and social games, and applies these mechanics to non-gameexperiences.Scott Schnaars, the GM of EMEA at BadgevilleThe use of game attributes to drive game-like player behaviour in a non-gamecontext with predictability.Michael Wu Ph.D., Chief Scientist at Lithium Technologies Inc.Gamification n. A stupid term invented by ninnies to describe half-assedattempts to make boring things more interesting.Jesse Schell, Games Designer and Author of The Art of Game Design
  • 7. © Andrzej Marczewski 2013Why?Because lots of other people are doing it or at least looking at it!Gartner predicts that by 2014, more than 70 percent of Global 2000organizations will have at least one "gamified" applicationThey also predict that by 2015, 40 percent of Global 1000 organizations will usegamification as the primary mechanism to transform business operations.Companies like SAP, Accenture, Capgemini, Nike and Deloitte are alreadymaking huge use of itA recent free course in gamification had over 80,000 people registerOf them, over 8280 received certificates (70% or higher on assessments)Gamification can lead to useful metrics
  • 8. © Andrzej Marczewski 2013Fun n. Enjoyment, amusement, or light-hearted pleasureFun is subjectiveIf done wrong it may seem patronisingYou can’t force people to have funAs Mary Poppins said “In every job that must be done, there is an element of fun.You find the fun, and – SNAP – the job’s a game!”Playful design can improve UXIf done well, the worst that can happen is no one noticesIt is worth trying
  • 9. © Andrzej Marczewski 2013How: The stuff you will have seenBadges, trophies, awards, tangible rewardsE.G. Foursqaure, MintPoints, experience, credits, virtual currency, real currencyE.G. Loyalty Cards, Nike+Leader boards, ladders, league tables, score boardsE.G. Foursquare, SalesforceThere is a lot more to it than that though
  • 10. © Andrzej Marczewski 2013How: The other stuffAt its core, gamification is about the application of behavioral psychology, usingideas and elements found in game design. Things like Goal setting, Feedback andTriggers are all vital. Remember, people dislike the feeling that they are being used.
  • 11. © Andrzej Marczewski 2013Gamification User Types
  • 12. Thank YouAndrzej Marczewskimarczewski.me.uk@daverage