Keynote Trends in BPM 14 June 2012

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Slides for keynote presentation at Trends in BPM conference, http://www.bpmtrends.nl/

Slides for keynote presentation at Trends in BPM conference, http://www.bpmtrends.nl/

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  • 1. De mogelijkheden enonmogelijkheden van gamification Jeroen van Bree Hoevelaken, 14 juni 2012
  • 2. 1972
  • 3. 400 billion
  • 4. gamification
  • 5. temporary permanent one stop serious evidence-simulation sandbox gamification based game game game serious gaming source: Stichting Toekomstbeeld der Techniek, 2011
  • 6. user engagementbusiness process improvement
  • 7. By 2015, 25% of all redesignedprocesses will include one ormore of the engagement practicesknown as “gamification”. -- Gartner, November 2011
  • 8. Industry Overview The adoption of applying game mechanics in more non traditional industries has grown exponentially in the past 18 months. This is due in part to the growth of social and mobile games, as well as the increasing consumer adoption of social Source: M2 Research media. Note the shift in the market focus from 2010 to 2011. In 2010, the largest market was entertainment, representing 40%, while Market Size and Projections in 2011 enterprise represented the largest market at 25%. Source: M2 Research(in millions) 2011 2012 2013 2014 2015 2016Total $100 $242 $522 $980 $1,707 $2,830Source: M2 Research M2 Research estimates that the market spend on gamification solutions, applying game mechanics and behavioral analytics in non traditional applications will reach $242 million by the end of 2012, which is more than double from 2011. Revenue estimates are comprised of a number of components that includes: 1) platform vendor revenue, 2) agency and production revenue and 3) internal development.
  • 9. 1. motivation © 2002 Phillip Toledano 2. design © 2011 Eric Zimmerman
  • 10. The "just add points" approachis way too simplistic if seen inthe context of the wealth ofthought in game design. - Sebastian Deterding
  • 11. pointsleaderboard rewards
  • 12. extrinsic motivation
  • 13. points introjected regulationleaderboard (ego enhancement) rewards external regulation source: Ryan & Deci
  • 14. intrinsic motivation
  • 15. masteryautonomypurpose
  • 16. meaningful play
  • 17. clear goals strategy choice feedback
  • 18. clear goals strategymeaningful choice feedback
  • 19. ABILITY Action COLLABORATIVE ACTIONS Capture LOSS Cap The elimination or change of ownership of Compound actions thatThe event of losing the a game element, such require several players toabilities of performing perform specific individual as “the flag”. Limits on the number of actions allowedcertain actions in a game. to be used. May be offset by energy units actions for them to occur. and/or help from other players.Such Ability Losses maybe penalties for failing “Standing on each other’sgoals, the effect of enemy shoulders” to progress and Anonymousactions, the lack of Puzzle Solving unlock new parts of the Actionsresources, etc. A CTIVITIES PRIMARILY game. SOLVED THROUGH TO S A B OT A G E O TH ER P L A Y ER S … REASONING TEMPORARY PRIVILEGED ABILITY ABILITIES Abilities that let players perform actions not readilyActivities only available for limited periods of game available to others, creating complementarity time, such as power-ups. between players. source: Björk & Holopainen
  • 20. clear goals strategymeaningful choice direct feedback
  • 21. clear goals strategy recoverablemeaningful choice loss direct feedback
  • 22. clear goals strategy recoverablemeaningful choice loss direct feedback
  • 23. 1. motivation © 2002 Phillip Toledano 2. design © 2011 Eric Zimmerman
  • 24. You can’t choose a solutionfrom the “solution shelf”, youhave to design the way forward. - Marty Neumeier
  • 25. rule set source: Van Mastrigt, Salen & Zimmerman
  • 26. declarative contentrule set
  • 27. game playdeclarative contentrule set
  • 28. Game Design game play rule set
  • 29. Game Design game play rule set
  • 30. Second-order Design game playtest adjust rule set
  • 31. Second-order Design behaviortest Emergence_ Emergence Context_ adjust rule set
  • 32. Explore the playing fieldBrainstorms with the PLAYERSAdd RULESBuild a paper prototypePlaytest BEHAVIORRefine rule set
  • 33. Explore the playing fieldBrainstorms with the PLAYERSAdd RULESBuild a paper prototypePlaytest BEHAVIORRefine rule set
  • 34. Explore the playing fieldBrainstorms with the PLAYERSAdd RULESBuild a paper prototypePlaytest BEHAVIORRefine rule set
  • 35. BEHAVIORDECLARATIVE CONTENTRULES courtesy of Apple
  • 36. Don’t copy,but design Don’t just add points, create meaningful play
  • 37. Jeroen van Breejeroen.vanbree@novay.nlmobile: +31 (0)653 187 512twitter: @jeroenvanbreeStationsstraat 79F, AmersfoortP.O. Box 5897500 AN EnschedeThe Netherlandswww.novay.nl+31 (0)53 485 04 85
  • 38. You are free to copy, distribute and transmit the work under the following conditions:AttributionYou must attribute the work to the presenter and to Novay by mentioning our website,http://www.novay.nl (but not in any way that suggests that Novay endorses you or youruse of the work).NoncommercialYou may not use this work for commercial purposes.No derivative worksYou may not alter, transform, or build upon this work.