Gamification: Future or Fail?

by Social Physicist on Jun 08, 2011

38,576 views

This deck is based on a paper we wrote for the SAMRA 2011 conference. It's a short introduction to some of the ideas underlying the concept of "gamification". ...

More…

This deck is based on a paper we wrote for the SAMRA 2011 conference. It's a short introduction to some of the ideas underlying the concept of "gamification".

It also details the results from a simple experiment we conducted to measure the effectiveness of gamifying an online community. We were restricted by a tight deadline and the existing capabilities of the online platform we partnered with, but the results are still pretty clear (although small base sizes makes it difficult to draw solid conclusions). To follow up these tantalising results, we are writing another paper for ESOMAR Congress that collects more numbers describing the effectivness of gamification.

I had a lot of fun illustrating the deck. Hope you enjoy reading it.

Less

105 Embeds 8,223

http://www.vaninadelobelle.com	2259
http://paper.li	753
http://edufuture.net	552
http://davidmerzel.wordpress.com	539
http://www.presentacionesnegocio.com	493
http://danielrparente.wordpress.com	356
http://www.acheinc.org	355
http://www.angelcoaching.nl	350
http://www.scoop.it	348
http://rktalks.com	264
http://blog.fundly.com	179
http://comtalks.com	123
http://www.chmkt.com.br	116
http://acwagner.info	115
http://translate.googleusercontent.com	113
http://jelmerdejong.com	103
http://blog.iconandcompany.com	103
http://zproxy.wordpress.com	102
http://www.claudepenland.com	96
http://blog.fspina.com.br	88
url_unknown	70
http://weblogangelcoaching.blogspot.com	67
http://socialbusk.wordpress.com	65
http://robertokusabbi.co.uk	51
http://cafeferrolho.wordpress.com	44
http://www.conseilsmarketing.fr	32
http://techstartups.blogspot.com	31
http://bieb.ellisinwonderland.nl	31
http://flavors.me	30
http://feeds.feedburner.com	29
http://unplanned.com.br	26
http://www.dashdot.nl	26
http://michaelbatistich.com	25
http://blog.websourcing.fr	20
http://www.edmodo.com	19
http://xyofeinstein.wordpress.com	15
http://shaundakin.posterous.com	14
http://berniewatt.tumblr.com	13
http://www.paperblog.fr	12
http://onepiece-ace-luffy.blogspot.com	11
http://twitter.com	10
http://www.linkedin.com	10
http://storify.com	9
http://mariainformatica4esoa.blogspot.com	9
http://posterous.com	9
http://www.slideshare.net	8
http://smalltalktumblr.tumblr.com	8
http://localhost	7
http://www.nakedplay.co	6
http://www.stonepower.fr	5
http://onepiece-ace-luffy.blogspot.com.es	5

More...

Statistics

Favorites: 162
Downloads: 777
Comments: 12
Embed Views: 8,223
Views on SlideShare: 30,353
Total Views: 38,576

Gamification: Future or Fail? — Presentation Transcript

LEVEL 1
What it’s not

LEVEL 1: What it’s not
Video games

LEVEL 2
What it is

LEVEL 1: What is it?
Definition
“The integration of the mechanics that make games fun and absorbing into non-game platforms and experiences in order to improve engagement and participation”
~ The Authors

LEVEL 1: What is it?
Example mechanics
Appointment dynamic
Achievement
Community collaboration

LEVEL 1: What is it?
Haven’t we seen this all before?
Behavioural theories
Control theory
Cybernetics
Behaviour change
Behavioural economics

LEVEL 1: What is it?
What’s in a name?
Gaming dynamics
Game mechanics
Serious games
Game theory
Game design
Pooh
Badgification

LEVEL 1: What is it?
Hijacking the brain, or, “How does it work?”
Experience systems
Rapid, frequent feedback
Rewards for effort
Uncertainty
Short- and long-term goals
Other people

LEVEL 1: What is it?
“Facebook Addiction Disorder (FAD)”

Status
Access
Power
Stuff
LEVEL 1: What is it?
Types of rewards/incentives

LEVEL 1: What is it?
Incentives and rewards make the world go round

LEVEL 1: What is it?
Flow

LEVEL 1: What is it?
User/gamer types
Explorers (9%)
Killers (1%)
Socializers (80%)
Achievers (10%)

BOSS BATTLE!
Pitfalls

It’s difficult to engage everyone

Rewards are not equivalent to achievement

Limited participation bandwidth

Unintended consequences /
Gaming the system

Undermining intrinsic values and…
…interfering with social norms

CONGRATULATIONS!!!
You defeated the Pitfall Boss!

BONUS LEVEL
Examples

BONUS LEVEL
Farmville

BONUS LEVEL
Foursquare

BONUS LEVEL
Klout

LEVEL 3
Experiment

LEVEL 3
Experiment
Overview

LEVEL 3
Experiment
Sample

Game mechanics included:
1. A virtual currency
2. Parallel goals
3. Badges
4. Progress bar
5. Appointment dynamic
LEVEL 3
Experiment
Design

Imagery e.g. simple vs. complex, words vs. graphics?
Cultural references vs. originality
Shirt cut e.g. trendy vs. comfort?
Design placement e.g. side, front back, use of space/negative space, etc.
LEVEL 3
Experiment
Design

Control
Experiment
LEVEL 3
Experiment
Results: Discussion content

Number of posts
(average)
Control
Experiment
LEVEL 3
Experiment
Results: Number of posts

Control
Experiment
n=25
n=30
LEVEL 3
Experiment
Results: User participation

Control
Experiment
n=37
n=68
LEVEL 3
Experiment
Results: Community interaction

MARKET RESEARCH CONSIDERATIONS
Interference with data integrity
Unsolicited responses
Surveys too complex for mobile execution

CONCLUSIONS
Gamification appears to work
Its more subtle that just making something look like a video game, and…
…it’s something we’ve always done to some degree
Now we’ve just articulated it, giving us a powerful tool

CONGRATS!!!
You defeated the Final Boss

HYCLEN 1-Bom dia amigos,convido voces para conhecer nossos Servidores de Mu Online O Jogando.net/mu Servidores de Mu Online Season 6 O jogando.net/mu faz sua Diversão com qualidade,há mais de 5 anos TODOS OS SERVERS ficam ON 24 horas por dia, São varios Server esperando por você .Totalmente atualizados.Venha se divertir de verdade. Sejam benvindos ao nosso Servidor.Estou sempre on a noite no Server Super, Qualquer dúvida só me procurar por lá (HYCLEN). Facebook : http://www.facebook.com/profile.php?id=100002113910611 Siga o twitter http://twitter.com/#!/ Site http://www.jogando.net/mu/ HYCLEN Divulgadora Oficial !! 1 month ago

Are you sure you want to Yes No

Farhan Shaikh , Manager, Web Services at Creative Chaos you are The Guru 6 months ago

surf guru seen a better presentation! 8 months ago

Fanminds at Fanminds Great presentation! Also check out our presentation on gamification on http://www.slideshare.net/fanminds/110712-fanmindsslidesharexl 10 months ago

Sambo Livesley , Primary School Teacher at Mental little beggers Love this presentation! Great job. Shall be passing it. 11 months ago

Sonny Cohen , Marketing Consultant at Duo Consulting I heard the phrase Gamification at the Web Content 2011 conference last week and I'm taken with the concept. Slide 7 'Haven't We Seen This All Before' raises the question which I think the answer is yes, this is not new. But I also think that with increased online interaction we've got some new tools to gamify activities to meet specific objectives. We explored gamification as it applies to social media and mobile marketing in a blog post here: http://blog.duoconsulting.com/2011/06/10/gamification_marketing/ 11 months ago

Social Fresh at Social Fresh Love it. Was this a live presentation or just an online deck? We are looking for more coverage on this topic for SocialFresh.com.

great job. Thanks. 11 months ago

Vesa Linja-aho , Senior Lecturer in Automotive Electronics at Metropolia Helsinki Finland Seeing the cover slide saved my day. Was depressed but not any more :-). 11 months ago

Beto do Valle , Partner at TerraForum Consulting - Knowledge and Innovation management, Corporate Education at TerraForum Good, claryfing -- and fun! 11 months ago

Compass VanLines , Owner at Compass Van Lines Very nice presentation about the gaming future. 11 months ago

Gamification: Future or Fail?

by Social Physicist on Jun 08, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

105 Embeds 8,223

Statistics

Gamification: Future or Fail? — Presentation Transcript