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Intro to (psychology of) Gamification

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A short introduction to basics of (psychology of) gamification for commercial purposes. Key topics of the actual ~1hour presentation include engagement, conversion, loyalty and virality. …

A short introduction to basics of (psychology of) gamification for commercial purposes. Key topics of the actual ~1hour presentation include engagement, conversion, loyalty and virality.
It is based on my own 2+ years of practical experience as a gamification consultant and game design lecturer in University of Tartu. I received invaluable help from Ahti Tamm when creating this presentation.

Published in: Design, Business, Technology

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  • Motivation and emotions
  • Mäng on jõud. Siinkohal tahan igaks juhuks kohe ära mängida, et see on jõud, mida on oht kasutada ka ebaeetiliselt.Hea mäng= vabatahtlikult alustatav ja lõpetatav, meeldiv, mäng kõigi osalevate osapoolte jaoks, mäng ausaltHalb mäng = kass mängib hiirega (ühe jaoks võitlus elu ja surma nimel, teise jaoks võitlus) inimestevahelised ärategemise ja dominatsiooni “mängud” jms
  • Okay to take risk because they are virtualCreativity keeps fresh our brains, and using individuality makes us happy.
  • Staatus esineb alati kontekstis. Iga asja saab võimendada meta-tasanditega. Eurovisioon tegeleb kahe staatusega – staatus mängu ajal ja staatus mängude vahel. Ennustamine on võimalus kasutada oma aju maksimumpotentsiaali. See on sisuliselt üks keerulisemaid asju, midainimene võib teha, kuna jutt käib mineviku, oleviku ja tuleviku interatksioonidest (selle teemaga võib väga diibiks kvantfüüsikaks ära minna)
  • Igapäevaelu muudab keeruliseks kõikeläbiv teadmatus – kunagi pole võimalik 100% hinnatakui kaugele me parajasti oleme jõudnud, kas saavutatu on stabiilne, kui suur on arengupotentsiaal jneProgressi visualiseerimine saavutatakse sellega et faktorid on kvantifitseeritud ja järjestatud. See saavutatakse punktidega, Sest punktide puhul on lihtne mõista, kui kaugele on jõutud ja kui kaugele on veel minna.
  • Elu programm on : Tee ise-enesest koopiaid, mis oleksid originaalist paremadIgasugune võistlemine on evolutsioonilist päritolu, ja seotud oma võimete demonstreerimisega, et leida parimaid partnereid järglaste saamiseksKogumine on selline tore strateegia, kus keskendutakse kvantiteedi kasvatamisele (kõik kasutavad mõlemat).
  • Kirjeldatud meetodidkokku tagavadkikaasatuse. Mida rohkem me oma teadvust millegi jaoks rakendame, seda interaktiivsemaks muutub meie jaoks olukord.Üks lihtne viis kaasatust suurendada kaasatust on mitteintuitiivne, nimelt soovitut raskemini kättesaadavaks teha (inimene peab rohkem süvenema).Optimaalne kaasatus – chiksentmihaily flow
  • Idee väga lihtne, ülesanne: tooge mulle poest koeratoitu, täpsustav kirjeldus & tähtaeg, asukoht, taskrabbitid teevad pakkumisiParim võidabVaatahttp://www.youtube.com/watch?v=WzcCxGvvShI
  • Transcript

    • 1. Intro to (psychology of) gamification Edvin Aedma Playtest Games & Marketing
    • 2. Topics covered • What is playing (in evolutional/psy sense) • What is gamification • How to use it • How it has been used (success stories) • Engagement • Loyalty • Virality
    • 3. Background • Semiotics/anthropology/art • 10+ indie game projects • University of Tartu “Commercial Videogames Design & Development” • Game design, gamification & marketing • Interests: games, creativity, neurology, psychology, sociology, systems theory
    • 4. What is a game? What is playing?
    • 5. What is playing? • Game = simplified model of a situation or a problem • Playing = pleasant learning/problem solving, using models (games) • If learning/problemsolving is done publicly or with others, it becomes competition
    • 6. Why playing is good for you http://www.mdhilwan.com/2012/01/we-can-never-be-sure-of-anything-the-fickle-minded-syndrome/
    • 7. Why playing is good for you • When you are using models, it’s okay to take risks • Taking risks allows you to be creative • Using creativity = individuality + FUN • If learning/problemsolving is done publicly or with others, it becomes competition • Competition is a motivation method
    • 8. What is Gamification http://lithosphere.lithium.com/t5/Lithium-s-View/My-Chapter-on-Gamification-From-Behavior-Model-to-Business/ba-p/33995
    • 9. What is Gamification • Using game psychology to improve the quality on nongame products, services or activities. • Strongly related to User Experience (UX), User Interface (UI), marketing.
    • 10. • Qualities to be improved: 1. General likeability & aesthetics 2. Engagement (the “sucking in” effect) 3. Loyalty 4. Virality 5. Why not addiction
    • 11. Eurovision? http://www.pictures19.com/wp-content/pictures/2012/05/eurovision-2012-stage.jpg
    • 12. And twelve points go to… http://www.euronews.com/2012/05/21/eurovision-the-great-voting-conspiracy/
    • 13. Game mechanics of Eurovision • Eurovision = Gamified Song Contest • Competition • Progress visualized by points • Status visualized by position in the score table • Possibility to predict
    • 14. Overview of standard gamification methods • (Clearly) visualized progress • Instant/fast feedback • Progress factors are quantified and listed • Points (units of progress) • Achievements (levels of progress)
    • 15. What is behind these methods? • Progress as the core program of life • Competition • “Instinct” to gather (progress of quantity ) http://1funny.com/squirrel-stash/
    • 16. Engagement • Interactivity= engagement • Wish to participate • Is a wish to make choises • Is a wish to express individuality • Is the wish to be oneself.
    • 17. optimal engagement intensity for more info see Csikszentmihalyi & flow
    • 18. What is Taskrabbit? www.taskrabbit.com
    • 19. Engagement methods: •Scoretable •Points •Level system www.taskrabbit.com
    • 20. Additional motivational Methods: •Fast feedback •Motivational gifts www.taskrabbit.com
    • 21. What Taskrabbit profile is about? •Progress is clearly visible •Achievements are saved •Reputation in the community and for clients
    • 22. Community http://www.abjecthubris.com/images/blizzconneogaf01.jpg
    • 23. Why do you need it? What is it good for? http://eu.media1.battle.net/cms/gallery/JZOQU3LQABTI1338481743427.jpg
    • 24. Methods of creating/building communities: (in addition to basics like shared goals etc) •Competitions •Teams •Events •Shared benefits •Symbols •Intra-community gifts http://www.wallpapergate.com/data/media/246/
    • 25. Foursquare •Engaging •Viral •Useful •Social http://www.yodisphere.com/2010/06/multi-level-marketing-mlm-pyramiding.html
    • 26. Gamifying Altruism:
    • 27. Achievements •Over 100 biomedical research papers published thanks to the calculations (relevant to cancer, Alzheimer, etc) •Helped the cloud computing revolution • Currently areound 500’000 users •2007 the cloudsystem speed reached 1petaflops/second (the fastest super computer was ~4x slower) Comparison: For 1Petaflops you would need 2 million IPads , which would be a 18 800 meters high tower with a total cost of 1 billiard USD
    • 28. Community= Virality
    • 29. Pyramid marketing: the dark side of virality Is it possible to use It ethically? What about these? •Oriflame •Tupperware •AmWay http://regolish.blogspot.com/2012/03/cashing-in.html
    • 30. Nondigital gamification
    • 31. Consumer games http://www.mrsbingo.com/mecca-bingo-launch-online-bingo-bonus-points-program/ http://www.mydiscountdirect.co.uk Buy two vibrators and get the 3rd free!
    • 32. Traditional Martial Arts Color-coded belts • Visualised progress • Visualised achievement • Visualised status http://en.wikipedia.org/wiki/File:Obi-goky%C5%AB.jpg
    • 33. Summary: Engagement • Visualised progress • Fast feedback • Progress factors are quantified and listed • Points for desired behavior • Progress middle and final goals are achievements • Status & competition • Collecting • Chance, prediction and challenge
    • 34. Summary: Loyalty • Quality (includes continuous engagement) • Community (me > us) • Individual competition • Team competition (metacompetition) • Gifts • Community events • Community symbols
    • 35. Summary: Virality • Quality (incl engagement and loyalty) • Easyness of sharing (note: sample texts) • Motivation for sharing - in addition to other motivational methods (eg Cialdini): A) Emotional connection B) Practical value
    • 36. Questions?
    • 37. Contact • Edvin.aedma@gmail.com • Google, Facebook, linkedIn etc