Intro to (psychology of) gamification
Edvin Aedma
Playtest Games & Marketing
Topics covered
• What is playing (in evolutional/psy sense)
• What is gamification
• How to use it
• How it has been used ...
Background
• Semiotics/anthropology/art
• 10+ indie game projects
• University of Tartu
“Commercial Videogames
Design & De...
What is a game?
What is playing?
What is playing?
• Game = simplified model of a situation or a
problem
• Playing = pleasant learning/problem solving,
usin...
Why playing is good for you
http://www.mdhilwan.com/2012/01/we-can-never-be-sure-of-anything-the-fickle-minded-syndrome/
Why playing is good for you
• When you are using models, it’s okay to take
risks
• Taking risks allows you to be creative
...
What is Gamification
http://lithosphere.lithium.com/t5/Lithium-s-View/My-Chapter-on-Gamification-From-Behavior-Model-to-Bu...
What is Gamification
• Using game psychology to improve the quality
on nongame products, services or activities.
• Strongl...
• Qualities to be improved:
1. General likeability & aesthetics
2. Engagement (the “sucking in” effect)
3. Loyalty
4. Vira...
Eurovision?
http://www.pictures19.com/wp-content/pictures/2012/05/eurovision-2012-stage.jpg
And twelve points go to…
http://www.euronews.com/2012/05/21/eurovision-the-great-voting-conspiracy/
Game mechanics of Eurovision
• Eurovision = Gamified Song Contest
• Competition
• Progress visualized by points
• Status v...
Overview of standard gamification
methods
• (Clearly) visualized progress
• Instant/fast feedback
• Progress factors are q...
What is behind these methods?
• Progress as the core program of life
• Competition
• “Instinct” to gather
(progress of
qua...
Engagement
• Interactivity= engagement
• Wish to participate
• Is a wish to make choises
• Is a wish to express individual...
optimal engagement intensity
for more info see Csikszentmihalyi & flow
What is Taskrabbit?
www.taskrabbit.com
Engagement methods:
•Scoretable
•Points
•Level system
www.taskrabbit.com
Additional motivational
Methods:
•Fast feedback
•Motivational gifts
www.taskrabbit.com
What Taskrabbit profile is
about?
•Progress is clearly visible
•Achievements are saved
•Reputation in the community
and fo...
Community
http://www.abjecthubris.com/images/blizzconneogaf01.jpg
Why do you need it? What is it good for?
http://eu.media1.battle.net/cms/gallery/JZOQU3LQABTI1338481743427.jpg
Methods of creating/building communities:
(in addition to basics like shared goals etc)
•Competitions
•Teams
•Events
•Shar...
Foursquare
•Engaging
•Viral
•Useful
•Social
http://www.yodisphere.com/2010/06/multi-level-marketing-mlm-pyramiding.html
Gamifying Altruism:
Achievements
•Over 100 biomedical research papers published thanks to the calculations
(relevant to cancer, Alzheimer, etc...
Community= Virality
Pyramid marketing: the dark side of virality
Is it possible to use
It ethically?
What about these?
•Oriflame
•Tupperware
•...
Nondigital gamification
Consumer games
http://www.mrsbingo.com/mecca-bingo-launch-online-bingo-bonus-points-program/
http://www.mydiscountdirect.c...
Traditional Martial Arts
Color-coded belts
• Visualised progress
• Visualised achievement
• Visualised status
http://en.wi...
Summary: Engagement
• Visualised progress
• Fast feedback
• Progress factors are quantified and listed
• Points for desire...
Summary: Loyalty
• Quality (includes continuous engagement)
• Community (me > us)
• Individual competition
• Team competit...
Summary: Virality
• Quality (incl engagement and loyalty)
• Easyness of sharing (note: sample texts)
• Motivation for shar...
Questions?
Contact
• Edvin.aedma@gmail.com
• Google, Facebook, linkedIn etc
Intro to (psychology of) Gamification
Upcoming SlideShare
Loading in...5
×

Intro to (psychology of) Gamification

805

Published on

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
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
805
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
30
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 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
  • Intro to (psychology of) Gamification

    1. 1. Intro to (psychology of) gamification Edvin Aedma Playtest Games & Marketing
    2. 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. 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. 4. What is a game? What is playing?
    5. 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. 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. 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. 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. 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. 10. • Qualities to be improved: 1. General likeability & aesthetics 2. Engagement (the “sucking in” effect) 3. Loyalty 4. Virality 5. Why not addiction
    11. 11. Eurovision? http://www.pictures19.com/wp-content/pictures/2012/05/eurovision-2012-stage.jpg
    12. 12. And twelve points go to… http://www.euronews.com/2012/05/21/eurovision-the-great-voting-conspiracy/
    13. 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. 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. 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. 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. 17. optimal engagement intensity for more info see Csikszentmihalyi & flow
    18. 18. What is Taskrabbit? www.taskrabbit.com
    19. 19. Engagement methods: •Scoretable •Points •Level system www.taskrabbit.com
    20. 20. Additional motivational Methods: •Fast feedback •Motivational gifts www.taskrabbit.com
    21. 21. What Taskrabbit profile is about? •Progress is clearly visible •Achievements are saved •Reputation in the community and for clients
    22. 22. Community http://www.abjecthubris.com/images/blizzconneogaf01.jpg
    23. 23. Why do you need it? What is it good for? http://eu.media1.battle.net/cms/gallery/JZOQU3LQABTI1338481743427.jpg
    24. 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. 25. Foursquare •Engaging •Viral •Useful •Social http://www.yodisphere.com/2010/06/multi-level-marketing-mlm-pyramiding.html
    26. 26. Gamifying Altruism:
    27. 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. 28. Community= Virality
    29. 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. 30. Nondigital gamification
    31. 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. 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. 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. 34. Summary: Loyalty • Quality (includes continuous engagement) • Community (me > us) • Individual competition • Team competition (metacompetition) • Gifts • Community events • Community symbols
    35. 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. 36. Questions?
    37. 37. Contact • Edvin.aedma@gmail.com • Google, Facebook, linkedIn etc
    1. Gostou de algum slide específico?

      Recortar slides é uma maneira fácil de colecionar informações para acessar mais tarde.

    ×