David Mullich
Electric Sheep Game Consulting
The Gamer
ESRB.ORG
These Are Gamers Too
So, Why Do We Play Games?
Because They’re FUN!
Duh!
Man The Player
 In his 1938 book Homo Ludens,
Dutch historian Johan Huizinga
discusses the importance of play
and society...
The Magic Circle
Inside the magic circle, real-world events have
special meanings.
What About When The “Play” Is
Gaming?
The Experience That Gamers Get
 Urgent Optimism: An immediate need to
overcome an obstacle in our path, with a
decent amo...
How Can We Tap Into This?
Gamification
The integration of game design techniques into non-
game environments (e.g., work, advertising,
education, et...
New Word – Old Idea
Gamification Is Serious Business
Richard Bartle’s User Types
Gamification User Types?
You’ve got it all wrong!,
says Richard Bartle
Marczewski’s Gamification User
Types
© gamified.co.uk 2014
Richard Bartle and
Andrzej Marczewski
Players
© gamified.co.uk 2014
Motivated by Rewards. Will play
your “game” for the purpose of
gaining rewards.
Socializer
© gamified.co.uk 2014
Motivated by Relatedness. They
want to interact with others and
create social connections.
Philanthropist
© gamified.co.uk 2014
Motivated by Purpose. This
group is altruistic, wanting to give
back to other people ...
Disruptors
© gamified.co.uk 2014
Motivated by Change. They
come in two basic types:
Improves and Destroyers.
Free Spirit
© gamified.co.uk 2014
Motivated by Autonomy. Some
are looking to be creators, others
are explorers.
Achiever
© gamified.co.uk 2014
Motivated by Mastery. They are
looking to learn new things and
improve themselves.
Game Rewards
 Intrinsic Rewards
 New Challenges
 New Levels
 Better Weapons
 More Story
 Extrinsic Rewards
 Earning...
Reward Schedules
 Random Rewards
 Fixed Rewards
 Time Dependent
Rewards
The Player’s Journey
Marczewski
Amy Jo Kim
A Gamification Exercise
Onboarding Activity Loop
Mastery Activity Loop
GAME Framework
Gather
What
What are you
gamifying?
Describe the
problem.
Why
Why are you
doing it?
Describe the
desired
outcome.
Who
Who ...
Phases of User Journey
Act, Measure and Enrich
Act
Describe how you will gamify the
user’s journey.
Measure
Describe what your metrics are and
me...
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 goi...
David Mullich
@David_Mullich
Electricsheep.biz
Thank you for playing!
Engaging Your Advertising With Gamification
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Engaging Your Advertising With Gamification

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

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  • Cooperation and competition reflect two ends of a spectrum. Individual players often have a preference for where they fall along this spectrum. For them, a game’s fun factor is higher the closer it comes to their personal preference. Cooperative games make players work together to complete objectives. Massively multiplayer online games often include lots of cooperative gameplay.In other games, the objective is to outperform and opponent. Competition motivates people to practice their skills and think of different ways to succeed. Whether playing with friends, family or even rivals, multiplayer games help build and strengthen ties.
  • The magic circle is a place of dreams and fantasy. It's an escape for everyday problems and chores. And the most important: everything inside the magic circle is, in some way, transformative. Each time a person leaves the magic circle they bring meaning and experience.
  • Extra Credits, Season 2, Episode 10 – Gamification
  • Transcript of "Engaging Your Advertising With Gamification"

    1. 1. David Mullich Electric Sheep Game Consulting
    2. 2. The Gamer
    3. 3. ESRB.ORG
    4. 4. These Are Gamers Too
    5. 5. So, Why Do We Play Games?
    6. 6. Because They’re FUN! Duh!
    7. 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. 8. The Magic Circle Inside the magic circle, real-world events have special meanings.
    9. 9. What About When The “Play” Is Gaming?
    10. 10. 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
    11. 11. How Can We Tap Into This?
    12. 12. 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
    13. 13. New Word – Old Idea
    14. 14. Gamification Is Serious Business
    15. 15. Richard Bartle’s User Types
    16. 16. Gamification User Types? You’ve got it all wrong!, says Richard Bartle
    17. 17. Marczewski’s Gamification User Types © gamified.co.uk 2014 Richard Bartle and Andrzej Marczewski
    18. 18. Players © gamified.co.uk 2014 Motivated by Rewards. Will play your “game” for the purpose of gaining rewards.
    19. 19. Socializer © gamified.co.uk 2014 Motivated by Relatedness. They want to interact with others and create social connections.
    20. 20. 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.
    21. 21. Disruptors © gamified.co.uk 2014 Motivated by Change. They come in two basic types: Improves and Destroyers.
    22. 22. Free Spirit © gamified.co.uk 2014 Motivated by Autonomy. Some are looking to be creators, others are explorers.
    23. 23. Achiever © gamified.co.uk 2014 Motivated by Mastery. They are looking to learn new things and improve themselves.
    24. 24. Game Rewards  Intrinsic Rewards  New Challenges  New Levels  Better Weapons  More Story  Extrinsic Rewards  Earning Money  Losing Weight  Learning Skills
    25. 25. Reward Schedules  Random Rewards  Fixed Rewards  Time Dependent Rewards
    26. 26. The Player’s Journey Marczewski Amy Jo Kim
    27. 27. A Gamification Exercise
    28. 28. Onboarding Activity Loop
    29. 29. Mastery Activity Loop
    30. 30. GAME Framework
    31. 31. 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.
    32. 32. Phases of User Journey
    33. 33. 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?
    34. 34. 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
    35. 35. David Mullich @David_Mullich Electricsheep.biz Thank you for playing!
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