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Denuo Gamification

by Denuo Group on May 09, 2011

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Denuo's Gamification Presentation. Email john@denuology.com or matt@denuology.com to schedule an in-person presentation.

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Get off this slide quickly.\n\nWhat is our point here?\n\nGamification is a we’ve been following for a while. We see power in games (been doing it for over seven years now... gamers for all out lives). \n\nWe also recognize that it’s difficult to tap into/see, but it’s there and we think we’ve started to find it\n
One of our oldest instincts. Playing. Fucking. Eating. Sleeping. We’re wired to do it.\n\nOldest known board game is from 3500 BC. Digital games first appeared in the 1940s.\n\nLet’s root ourselves in play first. Games are played. That’s the basic behavior games illicit. So what is play? What are we doing?\n\nStarts with curiosity. We’re inherently curious. As people. As gamers. As consumers.\n\nManipulation by a game designer AND/OR a game player.\n\nLove this definition because it feels very similar to marketing. In fact we believe the goals of a game designer and the goals of a marketer aren’t all that different. Inspire and illcit behavior.\n\nA quote from Jesse\n\nThe link between marketers and game designers. Similar goals, similar paths.\n\nManipulation of the object indulges, manipulation of the player encourages.\nReplace object with brand and player with consumer and the wall comes down.\n
Advertising indirectly illicits behavior. Let’s show. Let’s tell. And let’s hope folks are persuaded by those messages to behave.\n\nGames skirt all this. Games, when properly designed, get you to behave DIRECTLY. That’s powerful. And exciting.\n\n
GREAT GAMES EVOKE PLAY WHICH IS A BEHAVIOR\n\nThe qualities that make a great game can change the way we communicate and effect behavior.\n\n\n
As the world has become more and more connected... games are starting to pop up in surprising places and revolutionize things. They’re causing a surprising range and depth of behaviors.\n\nSo let’s try to connect a few of these dots.\n
Social/real world “King of the Hill” With Leaderboards and Badges. Tracking. \n\nGrew 3400% in 2010. Over 6 million users. Almost 382 MM Check-ins.\n\nSimple game mechanics. It all works. but to what end? $1 Discount? The potential here is huge. 4SQ pointed the way.\n\nGreat start - hopefully by the end of this you believe (as we do) we can do even more.\n\nFOURSQUARE - Geolocation tool with slight recognition\n\nBadges and mayorships only valuable to enthusiasts.\nStarbucks applied real-world value to it and made it even more competitive\nCheck-Ins rose 50% at Starbucks locations, affecting both purchase behavior and program usage.\nTurning point for truly making FourSquare a game with value.\n
Entire concept of “driving” is flipped on its head. Unsafe drivers. 124 MPG off a standard hybrid.\n\nWe love this because it shows Game-thinking is disruptive. People will create games given even the most basic of tools. Humans makes games of almost anything. There’s not much work to do.\n\n
5% - 15% life in sales depending on the year.\n\nMonopoly is an institution. It requires no explanation.\n\n1) Games are good at obscuring behavioral triggers.\n\n2) Games are very re-mixable. Monopoly. Collection/Puzzle. Sweepstakes.\n\n3) Taps into our collective knowledge about games. Monopoly is an institution. Requires no explanation. You get it immediately if you’re familiar with the game.\n\nBuzzword Bingo. ACCESSIBILITY. FAMILIAR. FRIENDLY. YOU SMILE. YOU GET IT IMMEDIATELY. ITS COMFY.\n\n\n
Trains Housekeeping, food and beverage, engineering/maintenance as well as front desk. \n\nNeed to speak to customers properly, catch issues with rooms/services.\n\n“Serious games” intended to illicit useful behavior. Lots of companies exploring it. \n\nDepartment of Homeland Security (Emergency Personnel)\nJohnson and Johnson (Nursing Leadership Development)\n\nWhy? Proven to work. University of Colorado found that game trainees are rated 14% higher in skill-based knowledge than non-game trainees. Why?\n\nIt’s an experience. You’re behavior directly instead of “learning” how to behave with a speech or a manual.\n\n
Fundamentally changing a very established behavioral process.\n\nBorn of how “game-y” kids are. This is a new generation of consumers. \n\nLevels not grades. Experiences not classes. No subjects - “games.”\n\nYou’re an astronaut and you’ve got to figure out how to do X, Y, and Z. Applied the skills versus memorization and standard learning.\n\nThe disruptive power of games and gaming. Quest to Learn has unlocked a veritable pandoras box of insight and new thinking in the education space.\n\nThe results are muddled this early in the game (no pun) - but the kids love it. Inspirational.\n\nEducation relies on 100 year old norms (grades, structured classes, etc.)\nModern students aren’t the same as they were then, different ways to work with information\nChanging the way we communicate with students is key to getting a lesson across\n\nUse the culture, play along. Encourage technology.\nQ2L turned grades into RPG-style levels, structured classes into activities that fit the “character” of the player.\nDisrupted the norm by establishing common ground between the information they wanted to get across and the way students consumed that information.\n\nThis is marketing’s opportunity.\n\n\n
All these things directly influence behavior. But how? Hopefully this four-box helps.\n\nTo get our bearings, we’ve included some popular games up top.\n
Goals of each program were different, therefore their placement is somewhat scattershot.\n
We actually noticed a bit of a pattern here. Imagine that.\n
low level behavior versus high level behavior. Lot’s of attention and action at the low level behavior change. 4SQ. \n\nMost brands want us to behave in fairly high level ways. And for us that’s where it gets exciting.\n
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In our experience tapping into the larger world of game design can be a bit daunting. But there are some simple tenets we’ve found work for us.\n
Behavior. Implicit and Explicit Reward. Make the implicit comment here, not during recognition.\n\nAdvertising tells consumers to believe, so they then take a behavior. Indirect behavior change (hopefully). A well designed game? Direct influence on behavior. In fact often times the WORST part of a game is the part where they’re telling you how to behave. Who EVER reads the manual?\n\nImplicit and explicit.\n\nLike most definitions, it’s workman like. It tells you what it is, but it doesn’t really communicate the vibrancy and depth we see.\n\nSo far, gamification has been an explicitly-geared trend. Rewards, points, things you can see.\n\nEngaging games are much more than this though. Interactive concepts in gaming go much deeper than three initials on an arcade screen.\n\nWe want to bring these implicit player behaviors to life.\nWe want to know why the mom shares every bit of info from her virtual farm on Facebook.\nWe want to know why folks spend records amount of cash to see the next chapter of Call of Duty\nWe want to know why commuters spend their time flinging birds into poorly-constructed pigpens instead of checking email or texting.\n\n\n
Marketing has been very focused on the low level behavior. This is great and it works. That’s why it’s successful. We use this all the time and love it. But there’s more to tap into.\n\nSo we’ve got all this function. All this explicit reward. It doesn’t account for play or players.\n\nTHESE things are much messier. Less quantitative. But they represent a majority of what makes games awesome. And they represent a white space for marketers. Creating experiences that tap into the full range of potential in play and players.\n\nIf games had stopped here. We wouldn’t have games. These are really just the consequences of games. Go wasn’t invented because someone was thinking “gee, I really wish I would WIN something.” It was invented because we love games and they’re fun.\n
Marketing has been very focused on the low level behavior. This is great and it works. That’s why it’s successful. We use this all the time and love it. But there’s more to tap into.\n\nSo we’ve got all this function. All this explicit reward. It doesn’t account for play or players.\n\nTHESE things are much messier. Less quantitative. But they represent a majority of what makes games awesome. And they represent a white space for marketers. Creating experiences that tap into the full range of potential in play and players.\n\nIf games had stopped here. We wouldn’t have games. These are really just the consequences of games. Go wasn’t invented because someone was thinking “gee, I really wish I would WIN something.” It was invented because we love games and they’re fun.\n
This is the the larger landscape of gaming we feel there’s a big opportunity for. But on a tactical level - how do we create these? What’s the process?\n\nPlayers out of consumers with very little translation. \n
Our history with gaming has taught us there are five fundamental tenets.\n\nWhat’s funny is they aren’t surprising. We’re very familiar with them because we experience these five things almost everyday. \n\nThat’s because games are all around us. Games can come from anywhere. Lots of the drivers of behavior in our day to day leverage these. We think marketing can too!\n\n\n
Usually about less friction. Get the message out there. Communication thrives with minimal barriers.\n\nGames do not. Challenge creates tension. \n\nSlap hands.\n\nChallenge is our friend. It engages us. Let’s make marketing more challenging!\n\n\n\nChallenge is where gaming creates engagement.\nRunning left to right isn’t fun, but when you put a block to jump over or a turtle to smash, it creates a unique, interactive experience for the player.\n\nChallenge is also where gaming creates value.\nThat personal experience is rewarding unto itself.\nWorking for something in an experience is much more valuable than having it handed to you.\n\nMarketing - Four letter word - we want to make our message frictionless\nBut does that make our message memorable? Does it make the experience stick?\n
We are an industry that collects information, devoting entire floors to that purpose.\nThis is the most direct. The thing we’re seeing the most used. It’s because things are getting easier to track.\n\nOur world is full of invisible data, making it visible makes people reflect and think on those experiences.\n\nIt also makes us consider changing our behavior based on cold, hard facts.\n\nAs advertisers we have access to tons of data. Personally\n\n\n\nGaming does a great job making this information actionable and accessible.\nPlayers respond very quickly to tracked data - think about health points or even score.\nData served up in a relatable fashion using basic ones and zeroes makes that happen.\n\nFantasy football - look at the economy that sprouted from this.\nAll based on standard data for sports, but served against scoring mechanics and rules that make that data fun and, sometimes, lucrative.\n\nWe have mountains of data and can utilize them to not only engage, but shift behaviors if presented well.\nOn the flip side, we can mine new data from play behaviors that tell us more about consumers.\n
Life sucks at this. Recognition/Accomplishment. We love being told we did well. We succeeded.\n\nOn both a macro and micro level (during the experience and at the end of the experience).\n\nProof what we’re doing is “working.” Social Media. Facebook - I’m doing it right when a little red number pops up. When people interact with my profile. \n\nI tweet and get RTd. Get more followers if I’m doing it right. \n\nWork. From “good job” to “you got a promotion.” It’s all about knowing what we’re doing is “working.”\n\nMost obvious tenet, but often times not the best executed.\n\nMost games don’t offer a tangible reward. The story and the experience is a reward unto itself.\nWorking with challenge, recognition could be as simple as driving a story forward or giving the player something to share with their friends.\n\nSocial media opens a HUGE door for this. Games can now offer instant, personal recognition and turn Facebook into a brag wall.\n\nSM is a recognition-based game unto itself - follower count, retweets, all honorable assets\n\nLife is terrible at recognition, which is why the little things can be so valuable.\n
Teams of any sort are the ultimate example of this. We are the same. They are our adversaries. Let’s work together to defeat them!\n\n\n\n\n\nTwo sides to cooperation.\n\nAllowing players to assume a role in a much larger playspace than making that analog choice of liking/hating a game. Work with individual goals and personalities to create individualized experiences.\n\nWorld of Warcraft example - wizards and warriors.\n\nOther side is finding like-minded folks to accomplish a singular goal. \nThis allows games to find their enthusiasts quickly.\n
The oldest tenet - games are founded in human competition.\n\nSecret sauce in game design - it’s so compelling and automatic. We’ve been trained to do this since we’re little.\n\n\n\nAllows designers to alter the landscape of their title through the most random of variables - the human element.\nOpening an experience to human manipulation, through competition, keeps programs lively and fresh and can offer deeper feedback.\n\nStarcraft example.\n\nMaking programs evergreen, making marketing a return engagement, depends on adaptation to consumer behavior. Through their play with each other, we can react to it faster and build on it better.\n
We’ve found that individually they can be quite powerfully. But combined - they can really sing. Really effect behavior.\n\nThere is an art in combining these. Varies based on the audience, the projects, the brand. You’ll see that.\n
We’ve found that individually they can be quite powerfully. But combined - they can really sing. Really effect behavior.\n\nThere is an art in combining these. Varies based on the audience, the projects, the brand. You’ll see that.\n
We’ve found that individually they can be quite powerfully. But combined - they can really sing. Really effect behavior.\n\nThere is an art in combining these. Varies based on the audience, the projects, the brand. You’ll see that.\n
THE GAME: A 45-year old gaming platform that helps you lose weight.\n\nThe object: Make healthy decisions in a simple, accessible way.\n\nPoints/Currency. Meetings. Lifetime membership.\n\nTaps into complex system and need. Simplifies and directs. Gentle.\n\nBeen around over 45 years... how many other “diets” can say that?\n\nHow to Play:\nMake complicated information accessible.\nPromote cooperation within the gamespace.\nOffer rewards beyond the endgame to keep participation evergreen.\n\nResults: Constant part of culture, millions of “players,” evolving into male target.\n
CHALLENGE: Challenge here is personal, the system gets out of the way\nTRACKING: It’s all about tracking. Making things concrete helps us.\nRECOGNITION: Weekly meeting. Lifetime membership. “Mentor”\nCOLLABORATION: Weekly meeting. Emergent, not overt.\n\nLessons:\nTracking in and of itself is very powerful.\nGames are great at making the complex, simple.\nConstant reinvention is key. \nWhen the thing is launched your work has only begun. \nChange with the times using data and input. \nSame key system/premise.\n
Redbox said: Increase sales in a soft month\n\n+ Celebrate a billion rentals. Code giveaways.\n+ Help us in a soft month. \n+ With no working media. \n\nGAMIFICATION WAS THE SOLUTION.\n\nWe said\n+ Make a game out of renting. A hunt for something special in your local area.\n+ Numbers are interesting and differentiate RBX. Let’s leverage them. \n+ Gratitude is great. Let’s thank everybody.\n\nHow?\n+ For one month anyone who visits the site and puts in a code wins. \n+ Start off in a winning state. \n+ When you get there - there’s a hunt. Clues to which movie is golden. \n+ Non-specific yellow radii that encourage “hunting.”\n+ Lots of numbers. Billion rentals. Lots of kiosks. Lots of winners! Lots still left to win. \n+ Maybe I should try again...\n\nResults?\n+ Knocked offline in one day.\n+ Exceeded their estimated rental numbers for the month. TAB directly responsible for uptick.\n+ Social Media sharing and massive uptick.\n
Challenge: Difficult to win - but there’s always “hope” (not just a one and done)\nTracking: Get you to come back. Something has happened since you left. Make it feel big.\nRecognition: Everyone wins. Winners pointed out on the map.\n\nLessons:\nGame elements are exciting and novel - get people interested/addicted\nWinning feels great (achievement) but always have something to strive for\nIf possible - make the game design work for you (power in the numbers)\nBe elegant as possible but unafraid to change (not gamer nerds)\n
OEP said: Increase Taco Night Frequency\n+ Frequency\n+ Lively connections, don’t touch them\n+ Something digital\n\nGAMIFICATION WAS THE SOLUTION. Gamify taco night!\n\nWe said:\n+ Lively connections = powerful\n+ Digital up to a point\n+ Engage at the dinner table\n\nHow?\nCranium with Tacos. Focused on fun and faimly connection.\n\nResults\n+ Over a 100k games played\n+ Brand metrics through the roof\n+ Hundreds of pieces of UGC... people making mustaches. People inventing their own challenges. Moms say the game is keeping kids at the table.\n
CHALLENGE: Accessible game. This isn’t game night with margaritas. Kids are involved. Challenge stays low, but not too easy (so its fun)\nTRACKING: Minimal tracking. Paper game. Dinner table.\nRECOGNITION: Our reminder platform. Get the winner to play again.\nCOLLABORATION:\nCOMPETITION: Taco night can be messy. We tapped into that to create memorable family moments around the taco meal.\n\nGAMIFICATION WAS THE SOLUTION.\n\nLessons learned: \nEstablished game mechanics work (Cranium)\nGame testing is really valuable. \nGamified programs can pay off lofty brand ideals (as long as brand ideals are rooted in truth)\nGames don’t care if they’re digital or not. Don’t be afraid to get off the grid.\n
Goal: Something that represents the progress MB has made. 125 years.\n\nLevels of participation.\n\n8 racers from 4 cities racing towards the super bowl.\nCars run on “twitter” - cant go without social media\nChallenges gain points. Tons of personal and social challenges.\n\nLike the Amazing Race. With Benzs. And fueled by social media.\n\nMeeting client goals with gameplay\n\nTwitter behavior as a backbone\n\nMake participants out of everyone within the social gameboard.\nMake speed less important and the experience more important.\n\nResults:\nHalf a billion earned impressions.\n
Challenge: Easy to get into. Ala carte. Difficult to become one of the 8.\nTracking: This is the power here. Unprecedented - and allows us to build a “game-like” from it\nRecognition: Badges, Trophies, sure. But also Lance Armstrong and Human Race and Marathon\nCoop:\nCompetition: Connection to a larger community (implicit/explicit)\n\nGAMIFICATION WAS THE SOLUTION.\n\nLessons. \nWatching games.\nLevels of Participation.\nDevil is in the detail with gamified experiences.\n\nPeople like watching GAMES. Starcraft in Korea, certainly. But what about Survivor? Sports? All games. We love watching them. We love even more to FEEL a part of them. To adjust their outcomes.\n
Layer on here. These four example balance it out a bit. We want to do more here. With you. There’s opportunity in driving higher level behavior with gaming. It’s vibrant and exciting and engaging. We’re excited about it.\n
MKTG RELA\n- Marketing experiences. Different from messaging or broadcasts. Lasts longer. Feels more like a product/service than an advertisement.\nINTERACTION DATA\n- Building a relationship with consumers through interaction. True communication. A feedback loop. Interactive relationship. Deed, not word.\nMKTG W IND VALUE\n- A small bit of interactivity can elicit a range of in-depth behavior. Word spreads around fun experiences. People WANT to engage with them.\nPUSH PULL\n- Wealth of data created from “messy” experiences. Not just about eyeballs - but all of a sudden unique sources of data from unique behaviors start to form. Think this through from the outset to ensure you’re collecting what you want to collect.\nCONSUMERS PARTICIPANTS\n- Participants. Obvious. We get excited when we feel a part of something. American Idol. \nEMERGENT BEHAV\n- The scariest and most wonderful. If a gamified program is built well enough, emergent behavior forms on the foundation of marketing. Unique “user generated content” that isn’t asked for. Just comes naturally out of the experience folks are having.\n\nIf you build a good system - and allow it - it’ll happen and it’s a sign you’ve done your job.\n
MKTG RELA\n- Marketing experiences. Different from messaging or broadcasts. Lasts longer. Feels more like a product/service than an advertisement.\nINTERACTION DATA\n- Building a relationship with consumers through interaction. True communication. A feedback loop. Interactive relationship. Deed, not word.\nMKTG W IND VALUE\n- A small bit of interactivity can elicit a range of in-depth behavior. Word spreads around fun experiences. People WANT to engage with them.\nPUSH PULL\n- Wealth of data created from “messy” experiences. Not just about eyeballs - but all of a sudden unique sources of data from unique behaviors start to form. Think this through from the outset to ensure you’re collecting what you want to collect.\nCONSUMERS PARTICIPANTS\n- Participants. Obvious. We get excited when we feel a part of something. American Idol. \nEMERGENT BEHAV\n- The scariest and most wonderful. If a gamified program is built well enough, emergent behavior forms on the foundation of marketing. Unique “user generated content” that isn’t asked for. Just comes naturally out of the experience folks are having.\n\nIf you build a good system - and allow it - it’ll happen and it’s a sign you’ve done your job.\n
MKTG RELA\n- Marketing experiences. Different from messaging or broadcasts. Lasts longer. Feels more like a product/service than an advertisement.\nINTERACTION DATA\n- Building a relationship with consumers through interaction. True communication. A feedback loop. Interactive relationship. Deed, not word.\nMKTG W IND VALUE\n- A small bit of interactivity can elicit a range of in-depth behavior. Word spreads around fun experiences. People WANT to engage with them.\nPUSH PULL\n- Wealth of data created from “messy” experiences. Not just about eyeballs - but all of a sudden unique sources of data from unique behaviors start to form. Think this through from the outset to ensure you’re collecting what you want to collect.\nCONSUMERS PARTICIPANTS\n- Participants. Obvious. We get excited when we feel a part of something. American Idol. \nEMERGENT BEHAV\n- The scariest and most wonderful. If a gamified program is built well enough, emergent behavior forms on the foundation of marketing. Unique “user generated content” that isn’t asked for. Just comes naturally out of the experience folks are having.\n\nIf you build a good system - and allow it - it’ll happen and it’s a sign you’ve done your job.\n
MKTG RELA\n- Marketing experiences. Different from messaging or broadcasts. Lasts longer. Feels more like a product/service than an advertisement.\nINTERACTION DATA\n- Building a relationship with consumers through interaction. True communication. A feedback loop. Interactive relationship. Deed, not word.\nMKTG W IND VALUE\n- A small bit of interactivity can elicit a range of in-depth behavior. Word spreads around fun experiences. People WANT to engage with them.\nPUSH PULL\n- Wealth of data created from “messy” experiences. Not just about eyeballs - but all of a sudden unique sources of data from unique behaviors start to form. Think this through from the outset to ensure you’re collecting what you want to collect.\nCONSUMERS PARTICIPANTS\n- Participants. Obvious. We get excited when we feel a part of something. American Idol. \nEMERGENT BEHAV\n- The scariest and most wonderful. If a gamified program is built well enough, emergent behavior forms on the foundation of marketing. Unique “user generated content” that isn’t asked for. Just comes naturally out of the experience folks are having.\n\nIf you build a good system - and allow it - it’ll happen and it’s a sign you’ve done your job.\n
MKTG RELA\n- Marketing experiences. Different from messaging or broadcasts. Lasts longer. Feels more like a product/service than an advertisement.\nINTERACTION DATA\n- Building a relationship with consumers through interaction. True communication. A feedback loop. Interactive relationship. Deed, not word.\nMKTG W IND VALUE\n- A small bit of interactivity can elicit a range of in-depth behavior. Word spreads around fun experiences. People WANT to engage with them.\nPUSH PULL\n- Wealth of data created from “messy” experiences. Not just about eyeballs - but all of a sudden unique sources of data from unique behaviors start to form. Think this through from the outset to ensure you’re collecting what you want to collect.\nCONSUMERS PARTICIPANTS\n- Participants. Obvious. We get excited when we feel a part of something. American Idol. \nEMERGENT BEHAV\n- The scariest and most wonderful. If a gamified program is built well enough, emergent behavior forms on the foundation of marketing. Unique “user generated content” that isn’t asked for. Just comes naturally out of the experience folks are having.\n\nIf you build a good system - and allow it - it’ll happen and it’s a sign you’ve done your job.\n
MKTG RELA\n- Marketing experiences. Different from messaging or broadcasts. Lasts longer. Feels more like a product/service than an advertisement.\nINTERACTION DATA\n- Building a relationship with consumers through interaction. True communication. A feedback loop. Interactive relationship. Deed, not word.\nMKTG W IND VALUE\n- A small bit of interactivity can elicit a range of in-depth behavior. Word spreads around fun experiences. People WANT to engage with them.\nPUSH PULL\n- Wealth of data created from “messy” experiences. Not just about eyeballs - but all of a sudden unique sources of data from unique behaviors start to form. Think this through from the outset to ensure you’re collecting what you want to collect.\nCONSUMERS PARTICIPANTS\n- Participants. Obvious. We get excited when we feel a part of something. American Idol. \nEMERGENT BEHAV\n- The scariest and most wonderful. If a gamified program is built well enough, emergent behavior forms on the foundation of marketing. Unique “user generated content” that isn’t asked for. Just comes naturally out of the experience folks are having.\n\nIf you build a good system - and allow it - it’ll happen and it’s a sign you’ve done your job.\n
MKTG RELA\n- Marketing experiences. Different from messaging or broadcasts. Lasts longer. Feels more like a product/service than an advertisement.\nINTERACTION DATA\n- Building a relationship with consumers through interaction. True communication. A feedback loop. Interactive relationship. Deed, not word.\nMKTG W IND VALUE\n- A small bit of interactivity can elicit a range of in-depth behavior. Word spreads around fun experiences. People WANT to engage with them.\nPUSH PULL\n- Wealth of data created from “messy” experiences. Not just about eyeballs - but all of a sudden unique sources of data from unique behaviors start to form. Think this through from the outset to ensure you’re collecting what you want to collect.\nCONSUMERS PARTICIPANTS\n- Participants. Obvious. We get excited when we feel a part of something. American Idol. \nEMERGENT BEHAV\n- The scariest and most wonderful. If a gamified program is built well enough, emergent behavior forms on the foundation of marketing. Unique “user generated content” that isn’t asked for. Just comes naturally out of the experience folks are having.\n\nIf you build a good system - and allow it - it’ll happen and it’s a sign you’ve done your job.\n
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Intangibles.\n
You can control the “play” but you can’t control the fun.\n
Let’s help take the first step towards a discipline of play. \n
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As gamification has had some legs, there have been some structure that has formed around it.\n\nPriebatsch = TED, SCVNGR “The Game Layer”\nMcGonigal = Games will save the world. Philanthropic pursuits.\nSchell = DICE (developer) “Future of Games” Slowly creeping into the everyday. Game designers are responsible.\n\nSeth, Jane, and Jesse are talking about high level behavior change. Changing our bad habits, influencing our life decisions, changing the world for good.\n\nBig Door are specialists in low level behavior. Click one more time. Stay on this site. Log-in.\n\nEvangelists.\n\n

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Chris Boese, Experience Designer at Razorfish 7 months ago
Oliver Egan, Planning Partner at CHI&Partners Tags gameification 1 year ago
downeyjac 1 year ago
John Pettengill, Experience Designer at Razorfish 2 years ago

Denuo Gamification Presentation Transcript

“PLAY IS MANIPULATIONTHAT INDULGES CURIOSITY” Jesse Schell, Schell Games
MARKETING > COMMUNICATION > BEHAVIOR
MARKETING > COMMUNICATION > BEHAVIOR GAMES > PLAY = BEHAVIOR
LET’S PLAY CONNECT THE DOTS?
LAST YEAR, STARBUCKS RECOGNIZEDFOURSQUARE MAYORS OF THEIR RETAILLOCATIONS WITH A $1 DISCOUNT
MANY HYBRID CARS PROVIDEDYNAMIC DASHBOARD FEEDBACK ON MILEAGE, GIVING RISE TO “HYPERMILING”
MCDONALD’S MONOPOLY WILLENTER ITS 25TH YEAR IN 2012 AND IS NOW OFFERED IN 10 COUNTRIES
HILTON HOTELS USES ANINTERACTIVE DIGITAL GAME,“ULTIMATE TEAM PLAY,” TO BETTERTRAIN NEW STAFF
QUEST TO LEARN, AN NYC PUBLICSCHOOL, MIRRORS A GAME AND USESGAMING MECHANICS TO EDUCATE ANDREWARD
WORLD ENTERTAINMENT OFTIC TAC HALO PACMAN WARCRA TOE FTBASIC ADVANCED UTILITY
ENTERTAINMENT WORLD OF TIC TAC HALO PACMAN WARCRA TOE FT MCDONAL D’SBASIC ADVANCED QUEST TO HYBRID LEARN HYPERMILI NG FOURSQUA HILTON RE TRAINING UTILITY
ENTERTAINMENT WORLD OF TIC TAC HALO PACMAN WARCRA TOE FT MCDONAL D’SBASIC ADVANCED QUEST TO HYBRID LEARN HYPERMILI NG FOURSQUA HILTON RE TRAINING UTILITY
ENTERTAINMENT WORLD OF TIC TAC HALO PACMAN WARCRA TOE FT MCDONAL D’S LOW LEVEL HIGH LEVELBASIC ADVANCED QUEST TO HYBRID LEARN HYPERMILI NG FOURSQUA HILTON RE TRAINING UTILITY
OUR GAMIFICATION PROCESS
GAMIFICATION IS ELICITING CONSUMER BEHAVIORVIA INTERACTIVE CONCEPTS THAT CHALLENGE AND REWARDBOTH IMPLICITLY AND EXPLICITLY
FIVE CORE TENETS FOR GAMIFIED PROGRAMSCHALLENGE RECOGNITIO COMPETITIO TRACKIN COOPERATION
FIVE CORE TENETS FOR GAMIFIED PROGRAMSCHALLENGEApplying barriers betweenusers and a stated goalunique to the game’smechanics
FIVE CORE TENETS FOR GAMIFIED PROGRAMSTRACKINGOrganizing data to provideinsight into previous actionsand entice new behaviors outof participants
FIVE CORE TENETS FOR GAMIFIED PROGRAMSRECOGNITIONHighlighting speciﬁcpersonal data to provide asense of accomplishmentand reward uniqueachievements
FIVE CORE TENETS FOR GAMIFIED PROGRAMSCOOPERATIONEmpowering parties withinthe gamespace towardworking together toaccomplish a goal
FIVE CORE TENETS FOR GAMIFIED PROGRAMSCOMPETITIONPitting participants or partiesagainst each other in thegamespace to reach ashared goal
WHEN THEIR POWERS COMBINE...
WHEN THEIR POWERS COMBINE...CHALLENGE TRACKING RECOGNITION COOPERATION COMPETITION
WHEN THEIR POWERS COMBINE...
Weight WatchersCHALLENGE 5/10TRACKING 10/10RECOGNITION 7/10COOPERATION 4/10COMPETITION 1/10
Thanks A BillionCHALLENGE 7/10TRACKING 8/10RECOGNITION 9/10COOPERATION 1/10COMPETITION 1/10
El TacodorCHALLENGE 4/10TRACKING 2/10RECOGNITION 6/10COOPERATION 10/10COMPETITION 10/10
MB Tweet RaceCHALLENGE 8/10TRACKING 8/10RECOGNITION 6/10COOPERATION 10/10COMPETITION 10/10
ENTERTAINMENT WORLD OF TIC TAC HALO PACMAN WARCRA TOE FT EL TACODOR MB TWEET RACE MCDONAL D’S THANKS A BILLIONBASIC ADVANCED QUEST TO HYBRID LEARN HYPERMILI NG WEIGHT WATCHERS FOURSQUA HILTON RE TRAINING UTILITY
TRANSCENDING THE TREND MARKETING WITHINDEPENDENT VALUE CONSUMERS AS PARTICIPANTS A LITTLE PUSH, A LOT OF PULL INTERACTION DATA MARKETING EMERGENT RELATIONSHIPS BEHAVIOR
INSERT COIN TO CONTINUE
TALKMATT STORY - matt@denuology.comtwitter: mattestory | xbox: oneTrikStoryJOHN RAFFERTY - john@denuology.comtwitter: jrafferty | xbox: AbsurdG3niusLEARNDENUOLOGY.COM - the observation and observations ofDenuotwitter: denuologyBIT.LY/DENUOGAMES - references/examples frompresentationhosted at www.denuology.comREADNEW@DENUO - monthly update on Denuo goings-onPLAYED - our monthly gaming industry newsletterhosted at www.denuology.com/category/playedemail us to subscribe to either
HIGH LOW LEVELLEVEL SETH PRIEBATSCH CROWDTWIST creator of SCVNGR game-powered loyalty BIGDOOR website gamiﬁcation JANE MCGONIGAL author “Reality is Broken” BUNCHBALL created “Nitro” API JESSE SCHELL BADGEVILLE CEO, Schell Games rewards for website

Denuo Gamification

by Denuo Group on May 09, 2011

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Denuo Gamification Presentation Transcript