Gamification for Gamers      Jonathan Newth   jonathan@tenshi.co.uk
About me•   Programmer•   Game creator•   Businessman•   Entrepreneur    • Playfuel    • Tenshi Ventures Productions    • ...
History 1972 - 2009    Console Generations1   Magnavox Odyssey             Home computer2   Atari 2600                    ...
The World Changed1   Mobile                       0.99c mobile games2   Social                       Freemium3   Browser /...
•   The average gamer is 37 years old and has been playing for 12 years.•   Twenty-nine percent of game players are over t...
Why are Gamers different• 1 billion gamers• Think and work in a genuinely different way  – Goal focused  – Expectation of ...
Generation G• Primary source of entertainment is Games• 126+ million millennials  – Constantly Seeking Novelty  – Hyper ne...
What is Gamification?“Gamification is the use of game designtechniques[1] and mechanics toenhance non-games”
What is Gamification?“Gamification is the use of game designtechniques[1] and mechanics toenhance non-games”“Adaption / ad...
Gamification mechanics•   Competitiveness (male)•   Collaboration (female)•   Exploring•   Sharing•   Rewards•   Achieveme...
Competitiveness• Weightwatchers• Brain Training  – Brain Age• Wii Fit• City Peaks  – Office Stair Hikes  – RFID / Oyster c...
Sharing
Reward
Reward• Ford SmartGauge• Virtual Pet
Leveling Up
Positive feedback loop• Stockholm, Sweden           Average speed• Speed Camera Lottery        32 km/hr -> 25 km/hr• Prize...
Involvement
Bridging the virtual divide• Sharing• Rewards  – Badges• Leveling up  – Becoming the mayor• Explore• Pairing virtual rewar...
Lessons learnt from the digital world• Measure or Die  – Metrics and Analytics  – Measure everything  – Release MVP and it...
The next generationConsole WiiU / Xbox 720 / PS4 Cloud / StreamingMobileBrowserIPTVSocial
The next generationEverything onlineSensors everywhereCamerasNearfieldWifi/cell/GPSAugmented Reality
Migration to Virtual Worlds
A vision of the futureMetaGame                         Black Mirror : 15 Million MeritsPublished November 9th 2010by Amazo...
ReferencesTED talks :Jane McGonigal: Gaming can make a better worldGabe Zichermann: How games make kids smarterDICE talk:J...
ContactJonathan Newthjonathan@tenshi.co.ukm: +44 7771 558545www.tenshiconsulting.comwww.tenshiventures.com
Tenshi gamification for gamers march 2012
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Tenshi gamification for gamers march 2012

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  • Term Gamification massively hyped
  • First 35+ years games industry very isolatedTypical picture spotty 15 year old boy playing solo in a bedroomMid ‘90’s online/casual signified coming change
  • Economic crashProliferation of new open platforms and business modelsFacebook/ Twitter
  • 15 year old in 1990 = 37 today
  • Desire to act immediately to tackle an obstacle combined with belief of reasonable hope of successSocial fabric – hours online build up collaborative trustBlissful productivity – gamers work hard (10’s hours / week)
  • Gabe ZichermannTeenagerfacebookfriends >1000Xmas 2011 network traffic went up during pillar TV shows for the first time as three screen became a reality
  • Bartlesfour player types (Acheivers / Explorers / Socializes / Killers)Points, Badges, Levels, Leader Boards Virality
  • Weight watchers – points systemCity peaks – sensors everywhereMrPai (AnanarthPai, 3rd grade teached massively improved maths performance by introducing DS games and gamification to the classroom)
  • Intrinsic Motivators -> deeperengagement1.8m+ use Nike+Challenge and reward, but most people motivated by sharing
  • Very simple reward systemsDo not engender loyalty and could use gamification techniques much better
  • Virtual rewards
  • Gaining sufficient points / achievements to reach a new level
  • Positive reinforcement loophttp://www.wired.com/gadgetlab/2010/12/swedish-speed-camera-pays-drivers-to-slow-down/
  • Gamification of fundraisingOver $3m (initial target 400k) / Tim Schafter 70k twitter followersPledgers get something back
  • Poster child for gamificationUse almost every mechanic effectivelyTrinity of Social<>Mobile<>Location
  • Tenshi gamification for gamers march 2012

    1. 1. Gamification for Gamers Jonathan Newth jonathan@tenshi.co.uk
    2. 2. About me• Programmer• Game creator• Businessman• Entrepreneur • Playfuel • Tenshi Ventures Productions • Tenshi Consulting
    3. 3. History 1972 - 2009 Console Generations1 Magnavox Odyssey Home computer2 Atari 2600 Mobile first generation (J2ME)3 NES PC online4 Megadrive5 PlayStation Handheld6 PlayStation 27 Xbox 720
    4. 4. The World Changed1 Mobile 0.99c mobile games2 Social Freemium3 Browser / Online4 Tablet
    5. 5. • The average gamer is 37 years old and has been playing for 12 years.• Twenty-nine percent of game players are over the age of 50.• Eighty-two percent of gamers are 18 years of age or older.• Forty-two percent of all players are women and women over 18 years of age are one of the industrys fastest growing demographics.• Today, adult women represent a greater portion of the game-playing population (37 percent) than boys age 17 or younger (13 percent).• Sixty-five percent of gamers play games with other gamers in person.• Fifty-five percent of gamers play games on their phones or handheld device.• Sixty-eight percent of parents believe that game play provides mental stimulation or education.
    6. 6. Why are Gamers different• 1 billion gamers• Think and work in a genuinely different way – Goal focused – Expectation of success – Socially task focused – Socially competitive (Achievements) – Blissfully productive• Empowered, networked, hopeful individuals
    7. 7. Generation G• Primary source of entertainment is Games• 126+ million millennials – Constantly Seeking Novelty – Hyper networked • Grown up with a social graph – Multitasking • multi screen – Reshape society
    8. 8. What is Gamification?“Gamification is the use of game designtechniques[1] and mechanics toenhance non-games”
    9. 9. What is Gamification?“Gamification is the use of game designtechniques[1] and mechanics toenhance non-games”“Adaption / adoption of game thinkingand mechanics to engage gamers innon-game environments and solveproblems”
    10. 10. Gamification mechanics• Competitiveness (male)• Collaboration (female)• Exploring• Sharing• Rewards• Achievements / Leveling up• Positive reinforcement loops• Adaptive difficulty
    11. 11. Competitiveness• Weightwatchers• Brain Training – Brain Age• Wii Fit• City Peaks – Office Stair Hikes – RFID / Oyster cards
    12. 12. Sharing
    13. 13. Reward
    14. 14. Reward• Ford SmartGauge• Virtual Pet
    15. 15. Leveling Up
    16. 16. Positive feedback loop• Stockholm, Sweden Average speed• Speed Camera Lottery 32 km/hr -> 25 km/hr• Prizes funded by speeders
    17. 17. Involvement
    18. 18. Bridging the virtual divide• Sharing• Rewards – Badges• Leveling up – Becoming the mayor• Explore• Pairing virtual rewards with real activities
    19. 19. Lessons learnt from the digital world• Measure or Die – Metrics and Analytics – Measure everything – Release MVP and iterate – AB test – Games as a service• Virality / Social graph• Engaging with community – Cross Promotion
    20. 20. The next generationConsole WiiU / Xbox 720 / PS4 Cloud / StreamingMobileBrowserIPTVSocial
    21. 21. The next generationEverything onlineSensors everywhereCamerasNearfieldWifi/cell/GPSAugmented Reality
    22. 22. Migration to Virtual Worlds
    23. 23. A vision of the futureMetaGame Black Mirror : 15 Million MeritsPublished November 9th 2010by AmazonEncore
    24. 24. ReferencesTED talks :Jane McGonigal: Gaming can make a better worldGabe Zichermann: How games make kids smarterDICE talk:Jesse Schell : When Games Invade Real Life
    25. 25. ContactJonathan Newthjonathan@tenshi.co.ukm: +44 7771 558545www.tenshiconsulting.comwww.tenshiventures.com
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