Games People Play (and the Modules that Enable Them)

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User engagement has become a primary metric of website success. Though many people think simply adding points and badges will 'gamify' their site and in turn increase user engagement--this is simply …

User engagement has become a primary metric of website success. Though many people think simply adding points and badges will 'gamify' their site and in turn increase user engagement--this is simply not the case. Website creators need to be aware of the motivators for their user base and leverage these to create an engaging experience. When you harness a good game strategy to drive online business objectives you engage fundamental motivators of the human spirit.

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  • 1. Building Bridges, Connecting CommunitiesSCOTT WESTONSite Building Track, May 21, 2013Games People Play
  • 2. What we’ll cover• What is gamification?• Gamification elements• Framework for creating a gamified system• Look at some modules implement• Demo of Goals module• Questions
  • 3. About ScottDirector of DevelopmentGoals ModuleBowling, and other stuffhttp://www.ezuca.com/50-awesome-social-icon-badges/, http://foursquareguru.com/badges/the-7-10-split-foursquare-badge/
  • 4. Gamification is...• The use of game elements and game designtechniques in non-game contexts.• Taking something that isn’t a game andapplying structures around it that makes itfeel game-like.
  • 5. Game Elementshttp://solutions.wolterskluwer.com/blog/2010/11/its-all-in-the-play-improving-user-engagement-through-social-gaming/farmville/
  • 6. Game Elementshttp://solutions.wolterskluwer.com/blog/2010/11/its-all-in-the-play-improving-user-engagement-through-social-gaming/farmville/
  • 7. Game Elementshttp://fitfinity.net/2011/11/02/favorite-fitness-apps/
  • 8. http://fitfinity.net/2011/11/02/favorite-fitness-apps/
  • 9. Example: Reality Drophttps://realitydrop.org/#community
  • 10. https://realitydrop.org/#community
  • 11. Why Gamify?• Engagement gap• Encourage users to buy• Social Causes• Crowdsourcing• Behavior change• Self improvement
  • 12. Game Design ToolkitDynamicsMechanicsComponentsRobin Hunicke, Marc LeBlanc & Robert Zubek,MDA:A Formal Approach to Game Design and Game Research,http://www.cs.northwestern.edu/~hunicke/pubs/MDA.pdfemotions, narrative, progressionrewards, challenges, competition,collaboration, feedback, turnsavatars, badges, collections,unlocking, levels, leaderboards,quests, points, teams,social graph, virtual goods
  • 13. Creating Your Gamified System• Six-step process• by Kevin Werbach and Dan Hunter• Werbach’s book: For the Win!
  • 14. The Six Ds1. Define business objectives2. Delineate target behaviors3. Describe your players4. Devise activity loops5. Don’t forget the fun!6. Deploy the tools
  • 15. Define Business Objectives• Goals for the gamified system• What is this for?• What are the outcomes?
  • 16. Delineate Target Behaviors• Be specific• # of FB Shares• Reduce time to purchase by X%• Volume of activity
  • 17. Describe your players• What do you know about them?• What motivates them?• Age group, gender, demographics?• Achievers/explorers?• Socializers/competitors?
  • 18. Devise Activity Loops• Engagement Loops• Motivation -> Action -> Feedback• *Remember players’ motivation!• Progression Loops• Onboarding, Challenges/Quests, Mastery• *What do players know already?
  • 19. Don’t Forget the Fun!• Put yourself in the shoes of your users.• Is what you’re building fun?• Your game isn’t their work!• Make sure it is game-like and enjoyable.
  • 20. Deploy the Tools• Apply the game elements• Game rules, narrative, design• More than just points, badges, andleaderboard (PBL)• Measure, Adjust, Repeat!
  • 21. The Six Ds1. Define business objectives2. Delineate target behaviors3. Describe your players4. Devise activity loops5. Don’t forget the fun!6. Deploy the tools
  • 22. Don’t Devalue Your Service• Knowing your users is critical!• Users know when they are being played• Do: Build a platform, not just a game
  • 23. Be Careful of PBLs• Seen virtually everywhere - easy to build• If you only offer PBL, your gamified systemwill probably be boring• Do: PBL + other engaging activities• Leaderboards can de-motivate• Do: Personalized leaderboards (socialgraph, in the pack)
  • 24. (Some) Drupal Modules for GamificationComponents ModulesOverall Achievements, Goals*Points User Points + Add onsBadges User Badges (in beta)Leaderboard Views, RadioactivityAvatarsAvatar Selection, User picture,Realname
  • 25. (Some) Drupal Modules for GamificationComponents ModulesCollaborationForum, OG, User Relationships,Voting,WikiUnlocking,VirtualGoodsNodeView Permissions, HiddenNodesSocial GraphShareThis, Facebook,Twitter,LinkedIn, Pintrest, etc.Collections Entity ReferenceFeedback Flag, Message, Radioactivity
  • 26. Goals Module• Task-based goals• Example: A goal has two tasks associatedwith it.• When both tasks are complete, the goal iscomplete.
  • 27. Goals Module• Goals and Tasks are fieldable entities• Goals Extras Modules• Badge for goal completion• User Points for goal completion• View Block of earned badges
  • 28. DEMONSTRATION• Simple example• Social forums for tenpin bowling• Posts/Comments - Likes• Level up to see additional content• Leaderboard
  • 29. Bowl-a-rama• Leaderboard (Points)• Liked forum topic (+ 2)• Liked comment (+ 1)• Complete onboarding (+ 25)
  • 30. Bowl-a-rama• Badges• Onboarding (Bumper Bowler)• Log in 3 consecutive days (Turkey)• 5 content likes, 10 comment likes (TeamCaptain)
  • 31. Bumper Bowler GoalView welcome message taskTurkey Goal3 Logins TaskTeam Captain GoalTwo tasks: 5 content likes, 10comment likes
  • 32. Base Installation• Drupal Core 7.22• Forum• Goals / GoalsExtras• CTools• Rules• Token• Entity• User Points• User Points Flag• Node ViewPermissions• Views / UI• Devel
  • 33. Create Welcome Message1. CreateWelcome Message2. Create BlockLinks to MessagePlace in First Sidebar
  • 34. Create Premium Content Type
  • 35. Node View PermissionsCreates view own/any content forPremium Content type
  • 36. Create Premium Member Role
  • 37. Enable Role for Premium MembersOnly Premium Members can seePremium Content
  • 38. Create Like Flags & Points1. Create flags to likeComments and Content2. Configure User Pointsfor Likes
  • 39. Badges Block to SidebarBlock provided byGoals Extras Module
  • 40. • `
  • 41. Resources• Lots of links in Duo Consulting Blog• http://bit.ly/QQDf• Download these slides from DC-PDX• http://portland2013.drupal.org
  • 42. Questions
  • 43. Building Bridges, Connecting CommunitiesEvaluate this session at:portland2013.drupal.org/schedule.Thank you!What did you think?