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»What we have learned from our users is that anygame aspect has to be, at least for finance, moreoriented toward some specific thing that you areworking toward: I want to buy a house or a car, take avacation, get out of debt ... Otherwise you have asystem of points with no levels or no end game.« Aaron Patzer founder, mint.com (2010)
We give you points User Business value value You check inThe gamification battlefield** Courtesy Buster Benson, “The Game always Wins”
»The marketing dictum that “good marketingcannot compensate for a bad product” ispatently turned upside down in the Funwareworld. Game mechanics and thepsychological conditions they exploit arepowerful tools that marketers can use, andthey’re a lot cheaper … than cash in the longrun.« Gabe Zichermann game-based marketing (2009)
Points and badges for loyalty – you are so cheap! That one coupon and I’m gone!An abusive relationship
You get answers & build reputation, we grow our platform User Business value valueThe gamification honeymoon
Playing field User Business value value OffStay in the playing field
What do users value?*• Getting things done, easier• Self-improvement• Community recognition and belonging• A sense of meaning and meaning• Instrumental value, cash• Fun and enjoyment• Competence and achievement * A completely off-the cuff, non-comprehensive, non-scientific etc. pp. list
»Fun is just another word for learning.« Raph Koster a theory of fun for game design (2005)
»Fun from games arises out of mastery.It arises out of comprehension. It is theact of solving puzzles that makes gamesfun. With games, learning is the drug.« Raph Koster a theory of fun for game design (2005)
The Panacea PythonLooking for a quick-fix, one-size-fits-allwonder potion 10
»At SCVNGR we like to jokethat with any seven gamedynamics you can get anyoneto do anything.« Seth Priebatsch welcome to the decade of games (2010)
When do people do stuff?* ability (Skills, habits) Usability motivation behaviour (intrinsic, extrinsic) Game design(and other things) opportunity Prompts, (Situation, environment) context* A comprehensive, well-researched, widely adopted etc. pp. model (namely the Motivation, Opportunity, Ability Model)
Four questions to leave with• Is motivation the issue?• Is there a core value that game elements can amplify?• Can this be gamed (does it involve a learnable challenge and autonomy)?• Is gaming the most cost-benefit efficient way of improving motivation here?