8. 8 Million
Foursquare Accounts!
But daily checkins/user dropped from 0,5 to 0,4 to 0,34 while growing from 2
to 5 to 8 million accounts (foursquare’s own data, 2011).
11. »What we have learned from our users is that any
game aspect has to be, at least for finance, more
oriented toward some specific thing that you are
working toward: I want to buy a house or a car, take a
vacation, get out of debt ... Otherwise you have a
system of points with no levels or no end game.«
Aaron Patzer
founder, mint.com (2010)
12. We give you points
User Business
value value
You check in
The gamification battlefield*
* Courtesy Buster Benson, “The Game always Wins”
13. »The marketing dictum that “good marketing
cannot compensate for a bad product” is
patently turned upside down in the Funware
world. Game mechanics and the
psychological conditions they exploit are
powerful tools that marketers can use, and
they’re a lot cheaper … than cash in the long
run.«
Gabe Zichermann
game-based marketing (2009)
14. Points and badges for
loyalty – you are so
cheap!
That one coupon and
I’m gone!
An abusive relationship
16. You get answers & build reputation,
we grow our platform
User Business
value value
The gamification honeymoon
17.
18. Playing field
User Business
value value
Off
Stay in the playing field
19. 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
25. »Imagine a world in which
every single human being can
freely share in the sum of all
knowledge. That's our
commitment.«
Wikimedia Foundation
slogan
33. »Fun is just another word
for learning.«
Raph Koster
a theory of fun for game design (2005)
34. »Fun from games arises out of mastery.
It arises out of comprehension. It is the
act of solving puzzles that makes games
fun. With games, learning is the drug.«
Raph Koster
a theory of fun for game design (2005)
81. »At SCVNGR we like to joke
that with any seven game
dynamics you can get anyone
to do anything.«
Seth Priebatsch
welcome to the decade of games (2010)
82. 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)
83. 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?