10. »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)
11. We give you points User Business value value You check inThe gamification battlefield** Courtesy Buster Benson, “The Game always Wins”
12. »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)
13. Points and badges for loyalty – you are so cheap! That one coupon and I’m gone!An abusive relationship
14. Stack Overflow
15. You get answers & build reputation, we grow our platform User Business value valueThe gamification honeymoon
16. Playing field User Business value value OffStay in the playing field
17. 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
18. Getting things done, easier
20. Community recognition & belonging
21. »Would my non-geek friendbrag about this during dinnerwith colleagues?«(The community status litmus test)
22. Sense of meaning and contribution
23. »Imagine a world in whichevery single human being canfreely share in the sum of allknowledge. Thats ourcommitment.« Wikimedia Foundation slogan
24. Cash, instrumental value
25. Fun and entertainment
26. The Feedback BlowfishRewards are not achievements 2
28. »Fun is just another word for learning.« Raph Koster a theory of fun for game design (2005)
29. »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)
30. Clear goals ...
31. plus constraining rules ...
32. equals interesting challenges.
33. Plus constant, clear feedback ... http://www.ﬂickr.com/photos/bodgerbrooks/1315419080
34. equals experiences of achievement.
35. Feedback without achievement
36. The Maelstorm of Misplaced ChallengeGetting in the way of efficiency 3
37. Ticket To receive ticket, steer point through maze
38. Ticket Level 2 To receive ticket, steer point through maze
39. The core challenge of e-mail?• Maximum output?• Error-free, polite, actionable?• Prioritization?• Quick answers?• Checking less often?• Inbox Zero?
42. The Trapped Sea of StalenessNo fresh content and challenge 4
53. The Ice Shelves of IgnoranceNot knowing your users 8
55. Fallout 3
56. Fanlib.com, a cautionary tale
57. 9The Feature ShallowsNeglecting design process
58. Prototype & playtestVariety “why” … vs. Quality and for “how”,
59. Analytics for “where”, “how much”
60. The Panacea PythonLooking for a quick-fix, one-size-fits-allwonder potion 10
61. »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)
62. 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)
63. 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?