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LEVEL 1: IntroductionDefinition “ mechanics that make The integration of the games fun and absorbing into non-game platforms and experiences in order to improve engagement and participation ~ The Authors ”
LEVEL 1: IntroductionContents Enjoyment Completion Return rates Engagement rates Response Nature of Consistency Data quality length response Setup considerations
LEVEL 2: EnjoymentConsumption diary Ave. happiness (out of 10) 8.0 3.5 UK USA (non-gamified) (gamified) Source: Lumi Mobile
LEVEL 2: EnjoymentOnline surveys Enjoyment +26% Interactive elements Interesting e.g. Drag-and-drop brand selection +27% Rotating attribute lists Easier to answer +13% Source: InTouch
“LEVEL 2: EnjoymentSpill-over effects Really liked the chat, where people discussed the show “ Noticed more details in the show than normally ” “ It was like being a part of a community ” “ Fun to be a part of this new kind of test ” “ Found it funny to rate the TV- show and see the results ” ” Source: TNS Image: http://www.joyandfood.com/wp-content/uploads/2012/05/Beer-beer.jpg
LEVEL 4: Return Rates Coming back for moreReturning & asking formore questions and tocontinue chatting Source: TNS
LEVEL 4: Return Rates Conjoint analysis Stage 1 100%Regular 50% Stage 2 90% Stage 3 87%““I loved it, the whole thing was fun to do (though my diet was nearly ruined as it made me hungry!). It was challenging at times but really made me think and that is never a bad thing. Thank you!” Source: Puleston & Sleep, 2011 Image: http://www.fanpop.com/spots/pizza/images/30424281/title/pizza-photo
LEVEL 6: Nature of Responses Quality of responses“Imagine you are ondeath row… ” “Scallops with black pudding and Qualitative cream, rib eye steak with chips and a dolce latte cream sauce, stinking bishop (cheese) difference with 1960 port (year of my birth). Wine would have to be Chateau Lafite 1st Cru Pauillac 2000. I would skip pudding [of] course, I would not want indigestion!” Data Open-endeds, processing text analysis
LEVEL 6: Nature of Responses Quality of responses“Imagine that you area DJ creating aplaylist. Which artistswould you include? ” ½ neutral ½ uncertain Source: Puleston & Sleep, 2011 Image: http://thediggersunion.com/wp-content/uploads/2011/09/Turntable.jpg
LEVEL 6: Nature of Responses Quality of responsesAn independent group ofrespondents consistently ratedthe ideas generated by thegamified group as better
Level 6: Nature of ResponsesConsistency between approaches 15% deviation in the nature of responses between ‘yes’ and ‘no’ questions
Level 6: Nature of Responses Consistency between “ Can you guess…? approaches ”+10 seconds Which one isdeliberation time best? Implicit vs. rational?
FINAL BOSS BATTLE: Is it a fad?““In some ways it is a fad - adding pointsand badges in tacky ways, looking at‘gamification’ as an easy way to make boringthings seem interesting - that is a fad. “ “In three years, we will talk about what is at the core of it - design for motivation - not about the one strategy to get there: getting inspiration from games.”However, the idea of designing business processes ” ~ Sebastian Deterding, researcherso that those who engage in them find them moreintrinsically rewarding - that is a longterm trend”.~ Jesse Schell , CEO Schell Games ”
FINAL BOSS BATTLE:Gamification can benefit our industry… “ “ A double shift in focus and framing: (1) from usability(reducing friction) to motivation (increasing drive), (2) from extrinsic motivation (incentives) to intrinsic motivation (competence, autonomy, relatedness needs). At best, it is a set of lenses and design patterns to improve intrinsic motivation.” ~ Sebastian Deterding , researcher ”