Design+Tech: Gamification

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Gamification is transforming the way businesses engage customers and motivate employees. By applying the same principles that inspire people to play games (achievements, status, and rewards) to …

Gamification is transforming the way businesses engage customers and motivate employees. By applying the same principles that inspire people to play games (achievements, status, and rewards) to websites and other online experiences, businesses can dramatically increase the size of their audience, boost engagement, and increase revenue.

This month, Kasey McCurdy, Director of Engineering at Bunchball, will discuss how game mechanics can engage your fans and users, increase customer loyalty and sales, and motivate employees and partners.

Bunchball is the industry leader in gamification and has provided solutions for customers like Warner Bros., Comcast, NBC Universal, ABC Television, Stella & Dot and LiveOps.

Kasey will cover the history of gamification, why it works and sometimes doesn’t, and how the combination of data, motivation, and gamification can strengthen loyalty. He’ll also discuss customer and employee engagement, how to motivate the unmotivated, and what the future of human motivation looks like.

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  • 1. GAMIFICATION.IT’S WHAT WE DO.KASEY MCCURDY // @PYROBLUEDIRECTOR OF ENGINEERING, FRONT-END
  • 2. ME IN A NUTSHELL
  • 3. HTTP://BIT.LY/DELITEVIDEOHOW FAR WILL PEOPLE GO FOR FANTASTIC DELITES?
  • 4. WHAT IS GAMIFICATION?NO, WE DON’T MAKE VIDEO GAMES.PART 1 OF 7
  • 5. Gamification Is...The motivational techniques that game designershave used for years to motivate players, used in anon-game context.
  • 6. A HISTORY LESSON.YOU’RE GONNA TELL YOUR KIDS ABOUT THIS.PART 2 OF 7
  • 7. It’s 2005.MySpace is the Shit.Bunchball started as a socialgaming company and adestination site for games.Evolved into distributed socialgames on various websitesand social networks.Started to master the ins andouts of game mechanics tohook people on our games.
  • 8. It’s now 2007.MySpace Facebook is the Shit.First gaming company onFacebook’s new platformOur servers explodedfound themselves...warm...We were at a crossroads...
  • 9. We’ve got decisions tomake...No one had yet to makemoney off of FacebookWe had amazing investorsthat rallied around usSo, in 2007, we became thefirst company to offer gamemechanics as a service withour Nitro platform
  • 10. The First Big Break:Dunder Mifflin InfinityFans to ‘apply’ for a job at thevirtual Dunder Mifflin, and createpersonalized employee profiles.Award points to ‘employees’ whoparticipate in corporate challengesand user-generated games, andtrack scores with publicleaderboards.Virtual desk and rewardsIncreased activity and awareness
  • 11. My First (skeptical as hell) Exposure to Gamification:Better Recipes Rewards (2008)People do things to earnKitchenBucks, which canbe traded in for virtualgoods ordownloadables.Users customized avirtual kitchen.Leveling up got you anicer kitchen.I, the skeptic, wasamazed to see howpeople took to this...
  • 12. A GAMIFICATIONDEEP-DIVE.IT’S ABOUT TO GET HEAVY.PART 3 OF 7
  • 13. Seriously, I’ve had people think Icode for the latest Call of Duty.Gamification is the motivational techniques thatgame designers have used for years to motivateplayers, used in a non-game context.A game’s storyline, strategy and challenge are thecenter and focus of the overall experience.With gamification, your core application / websiteis the centerpiece. The game mechanics merelyenhance it.
  • 14. The mechanics behindGamification are not new.Leveling up in KarateRecognition viaScouting BadgesEven High-Schoolletter jackets.
  • 15. The Core Gamification Mechanics:1. Fast Feedback2. Transparency3. Goals4. Badges5. Leveling Up6. Onboarding7. Competition8. Collaboration9. Community10. Points
  • 16. Core Gamification Mechanics:1//FAST FEEDBACKReinforcement via positive /negative feedbackSlow feedback loops create adisconnectNotifications can be used to offerinstant feedback and a path to the“next thing”
  • 17. Core Gamification Mechanics:2//TRANSPARENCYKnowing where you stand...andwhere everyone else stands.Data needs to be visible anddigestible to users.Your profile page, a list of goals,and a leaderboard are examples oftransparency.
  • 18. Core Gamification Mechanics:3//GOALSSave the Princess!Without goals and milestones,games (and life) become endlessgrinds.Goals give you an idea of what ispossible in an experience.Important to visualize goalprogress and clearly stateobjectives.
  • 19. Core Gamification Mechanics:4//BADGESIndicator of accomplishment.Can be rewarded for completingstated or hidden goals.People love to “collect em’ all!”Most importantly: it’s what thebadge represents that reallymatters.
  • 20. Core Gamification Mechanics:5//LEVELING UPUsed to show long-term sustainedachievement and status.Frequent flyer programs have usedlevels forever.Employees ‘level up’ the corporateladder at work.Important to show a level next tosomeone’s name to indicate theirstatus within a community.
  • 21. Core Gamification Mechanics:6//ONBOARDINGRarely do games ask you to ‘readthe f$@*#!&% manual’ beforeplaying.You learn to play by actuallyplaying.Employers can use gamification toincent employees to learn the ins-and-outs of a new system theymight normally be hesitanttowards.
  • 22. Core Gamification Mechanics:7//COMPETITIONLeaderboards, competing forscarce assets, or just one-uppingyour mom.Virtually every game has aleaderboard.Individual and team standings.Make sure you adjust context/timeframe/focus to make aleaderboard meaningful so peoplearen’t lost in a sea of users.
  • 23. Core Gamification Mechanics:8//COLLABORATIONPeople have an innate need forsocial connection.Teams provide opportunities towork and bond with people “likeyou”Peer pressure is an amazing tool.
  • 24. Core Gamification Mechanics:9//COMMUNITYThese mechanics withoutcommunity lose some of theirsignificance.Newsfeeds provide us a glimpseinto what other people are doing.Newsfeeds create a sense of lifeand excitement, as well as a pathto discover people, content andactivities.
  • 25. Core Gamification Mechanics:10//POINTSFor Participants, points are:A number that goes up and down thatindicates how much of something youhaveMay be able to spendFor Businesses, points are:A way of tracking or scoring an attribute ofa participantA way of rewarding a participant for doingsomething of valueA way for participants to reward eachother for somethingKeeping score like LinkedIn connectionsCurrency, like frequent flyer milesMultiple Point Categories
  • 26. Making Good RewardsRewards should always besomething of meaningful value.People value:StatusRecognition and AppreciationEarly AccessExclusive AccessPowerProsocial IncentivesYou’re a huge Lady Gaga fan.Would you rather win $100, or getto email her personally?
  • 27. The Core Gamification Mechanics:1. Fast Feedback2. Transparency3. Goals4. Badges5. Leveling Up6. Onboarding7. Competition8. Collaboration9. Community10. Points
  • 28. LOYALTY.THE REASON I PAY TOO DAMNED MUCH FORMY DELTA™ AIRLINE TICKETS EVERY TIME.PART 4 OF 7
  • 29. Loyalty 1.0Been around foreverCustomer loyalty examples:frequent flyer miles, cash backcredit cards, brand name clothesExciting at the beginning...and theend. But the middle is kinda likepurgatoryEasy customer defection for otherdeals that may be better
  • 30. Loyalty 2.0Really started around themid-1990sTargeted and personalized directmail and advertisements sent toyouAs direct mail and email increased,open rates plummetedToo much noise...
  • 31. Stuff kind of stagnated for awhilein the loyalty worldThe fundamentals of Loyalty 1.0and Loyalty 2.0 never reallychanged, even though the mediummay have (tablets, mobile, etc)We are now using more technologyat home than at work...Our attention is constantly beingfought for...We are always on...Loyalty 3.0¡Viva la Revolución!
  • 32. Loyalty 3.0 is...Motivation + Big Data + Gamification
  • 33. The first of two primary motivationstyles are the intrinsic motivators(from within)Autonomy - “I control”Mastery - “I improve”Purpose - “I make a difference”Progress - “I achieve”Social Interaction - “I connect withothers”What is Motivation?“INTERNAL AND EXTERNAL FACTORS THAT STIMULATE DESIRE AND ENERGY INPEOPLE TO BE CONTINUALLY INTERESTED AND COMMITTED TO A JOB, ROLE ORSUBJECT, OR TO MAKE AN EFFORT TO ATTAIN A GOAL...”
  • 34. Extrinsic motivators are externalforces that can sometimes motivatewhen intrinsic motivators aren’t aseffective.Cash, Prizes, Your Wife Yelling at YouMost gamification techniquesstraddle the line between these(points, levels, etc)What is Motivation?
  • 35. M.I.T Quote:“Each of us is a walking datagenerator...”GPS location, shopping habits, socialnetworks, blog posts, etc...Having large amounts of data is likehaving each of your customers andconstituents raise their hand and tellyou exactly what they think aboutyou, and how you can motivate themBig data gives you the ability to reactand adapt quicklyA/B TestingCluster Analysis - “my users loveChocolate AND Star Wars...”Big Data
  • 36. Netflix knows more about youremployees than you do...Facebook knows more aboutyour employees than you do...Amazon knows more about youremployees than you do...Something To Ponder...
  • 37. MOTIVATING THEUNMOTIVATED.(f$*@ it...no one’s reading this line, anyway)PART 5 OF 7
  • 38. 70% of the workforce isntengaged...costing up to $350billion a yearDept. of Labor:64% of working Americansleave their jobs because theydont feel appreciated.80% dissatisfied withperformance reviews.38% of performance reviewsresult in decreased employeeperformance.A Serious Motivation Deficit InThe Workforce...
  • 39. Real-time system-generatedmetrics on how your employeesare feeling and performingEveryone knows where they are atany point in timeNo more shock at review timeGen-Y (millennials) are “DigitalNatives” who grew up playinggames and reported that a “game-like metaphor” applied to almostevery aspect of their lives...“#winning is the slogan of mygeneration...”Using Big Data to MotivateEmployees
  • 40. People will spend 4 hours playingAngry Birds, but won’t spend 5minutes to learn a new systemEloqua (now a part of Oracle) wastrying to get motivate andincrease adoption in their usercommunityConversations and usage of thesite went up nearly 55% with theintroduction of gamificationEmployees rarely need torespond to questions, as veteranreal-world users are rewardedand incented to help othersSoftware / Process Adoption
  • 41. A FEW CASE STUDIES INUSER ENGAGEMENT.BOOM.PART 6 OF 7
  • 42. Rewards fans for watchingvideos, sharing content, andreposting on Facebook andTwitter feeds to generate buzzEarn points via “Psych Vision”app by checking in before,during, or after the show, and forentering secret keywordsannounced during the broadcast.USA Networks:Club PsychRESULTS• 30% increase in overall site traffic• 1.5 million page views in just one month• 30,000 registered users in first month• 47% increase in online merch sales• 130% increase in page views• 47% increase in return visits
  • 43. Cultivated audience enthusiasmand transformed the website intoa “MegaFan Competition”Encourage users to register andjoin a celebrity “Fan Team”, andcompete to accrue the mostpoints for their team.Reward points when users watchpast EMAs, view photo“flipbooks” on previous sites, andvote for audience choicecategories—such as Best PopAct, Best Rock Act, and BestMusic Videos.MTV EUROPE MUSIC AWARDS
  • 44. Award prizes to users with themost points, including a grand-prize giveaway trip to the EMAsin Belfast.MTV EUROPE MUSIC AWARDSRESULTS• Biggest MTV EMAs audience to date.• Increased EMA page views by 530%• Mobile and tablet app downloadsincreased by 159%, year-over-year
  • 45. Drives positive health behavior inyoung people, fighting chronicillnesses like cancer, obesity, anddepression.Most tweens are not intrinsicallymotivated to exerciseDevice worn on belt or in pocketMonitors physical activity, whichis uploaded to their onlinepersonal profileZamzee / Hopelab
  • 46. RESULTS• Initial pilot showed that Kids using theZamzee website were 30% more activethan children who did not...• Zamzee increased physical activity in kidsby 59% on average over a 6-month periodData is converted to pointsCan be redeemed for virtualgoods and real-world rewards,including the ability to donateto a causeZamzee / Hopelab
  • 47. TODAY AND THE FUTURE.I CAN’T WAIT FOR MY HOVERBOARD.PART 7 OF 7
  • 48. Where We Are...Let’s say that you’re staring atanalytics and they are horrible...Only looking at things with a “product”lens will give you one option: anotherredesign...have fun...With a “motivation” lens on, you canchange behavior instead of productIf Analytics and Metrics are yourdashboard, Gamification is yoursteering wheel and gas pedal.MEASURE AND MOTIVATE
  • 49. Where We’re Going...Predictive intelligenceThis stuff will just becomea part of “good programdesign”We will see programs andsystems that span multipleplatforms, mediums anddomainsGamification in theworkplace will berevolutionary
  • 50. For Even More...RTFB!Release Date: 6/18/2013http://bit.ly/loyalty3Amazon: “Loyalty 3.0”
  • 51. THANKS! THE END.QUESTIONS?