A talk about gamification presented to AdPros Los Angeles. Copyrighted material used with permission.

1. David Mullich
Electric Sheep Game Consulting

2. The Gamer

3. ESRB.ORG

4. These Are Gamers Too

5. So, Why Do We Play Games?

6. Because They’re FUN!
Duh!

7. Man The Player
 In his 1938 book Homo Ludens,
Dutch historian Johan Huizinga
discusses the importance of play
and society.
 Huizinga suggests that play may be
the primary formative element of
human culture. Johan Huizinga
1872-1945

8. The Magic Circle
Inside the magic circle, real-world events have
special meanings.

10. What About When The “Play” Is
Gaming?

11. The Experience That Gamers Get
 Urgent Optimism: An immediate need to
overcome an obstacle in our path, with a
decent amount of certainty and faith that we
can accomplish the task
 Social Fabric: Gaming can be a social
activity, where gamers can meet new people
and new bonds are formed
 Blissful Productivity: Willing to work long
and hard at something if they find good
purpose and reason behind it
 Epic Meaning: A grand purpose for going
on the quest or adventure we have chosen

12. How Can We Tap Into This?

13. Gamification
The integration of game design techniques into non-
game environments (e.g., work, advertising,
education, etc.) to improve engagement, loyalty, and
learning.
Coined in 2002 by Nick Pelling but didn’t gain popularity until 2010

14. New Word – Old Idea

15. Gamification Is Serious Business

16. Richard Bartle’s User Types

17. Gamification User Types?
You’ve got it all wrong!,
says Richard Bartle

18. Marczewski’s Gamification User
Types
© gamified.co.uk 2014
Richard Bartle and
Andrzej Marczewski

19. Players
© gamified.co.uk 2014
Motivated by Rewards. Will play
your “game” for the purpose of
gaining rewards.

20. Socializer
© gamified.co.uk 2014
Motivated by Relatedness. They
want to interact with others and
create social connections.

21. Philanthropist
© gamified.co.uk 2014
Motivated by Purpose. This
group is altruistic, wanting to give
back to other people and enrich
the lives of others in some way.

22. Disruptors
© gamified.co.uk 2014
Motivated by Change. They
come in two basic types:
Improves and Destroyers.

23. Free Spirit
© gamified.co.uk 2014
Motivated by Autonomy. Some
are looking to be creators, others
are explorers.

24. Achiever
© gamified.co.uk 2014
Motivated by Mastery. They are
looking to learn new things and
improve themselves.

25. Game Rewards
 Intrinsic Rewards
 New Challenges
 New Levels
 Better Weapons
 More Story
 Extrinsic Rewards
 Earning Money
 Losing Weight
 Learning Skills

26. Reward Schedules
 Random Rewards
 Fixed Rewards
 Time Dependent
Rewards

27. The Player’s Journey
Marczewski
Amy Jo Kim

28. A Gamification Exercise

29. Onboarding Activity Loop

30. Mastery Activity Loop

31. GAME Framework

32. Gather
What
What are you
gamifying?
Describe the
problem.
Why
Why are you
doing it?
Describe the
desired
outcome.
Who
Who is the
target audience?
Describe who
they are and
why they might
engage.
Gather
Record the
reasons for what
you are doing and
who will be
involved.

33. Phases of User Journey

34. Act, Measure and Enrich
Act
Describe how you will gamify the
user’s journey.
Measure
Describe what your metrics are and
measures of success.
User Types
What user types are you expecting or
trying to encourage at each phase.
Enrol
Describe what the first phase of the
user’s journey looks like. Describe what
they first experience and what elements
and mechanics will help them get
started.
Enthuse
Now that the user is on board, give
them encouragement to keep going and
using the system. This phase may see
accelerated use.
Engage
After the initial excitement has died
down, what are you going to use to
keep the user engaged? You have to
reduce any reliance on points and
badges at this phase.
Endear/Enrich
What will your users stay for, and how
long will you encourage the longevity of
the system?

35. A Checklist for Gamification
 I know WHAT I am going to gamify
 I know WHY I am going to gamify it
 I know HOW I am going to gamify it
 I have discussed this with potential users
 I have implemented a beta of the solution
 I have run user testing with a group
 The users have provided feedback
 I have made changed based on the feedback
 I have launched the solution
 I am collecting quantifiable feedback and
success/failure metrics

36. David Mullich
@David_Mullich
Electricsheep.biz
Thank you for playing!