Applied Game Thinking

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Gamification lecture by Kevin Werbach to Digital October Knowledgestream project, Moscow, Russia (April 9, 2013)

Applied Game Thinking

  1. Professor Kevin WerbachDept. of Legal Studies & Business Ethics Wharton School, Univ. of Pennsylvania werbach@wharton.upenn.edu Twitter: @kwerb Knowledgestream Lecture April 9, 2013
  2. https://www.coursera.org/ course/gamification
  3. Gamification is…The use of game elementsand game design techniquesin non-game contexts.
  4. Points Resource Levels Collection Progression Quests Avatars Social Graph
  5. Progression Levels Points Rewards QuestsAvatars Social Graph Badges
  6. Everyone’s Gamifying “Suddenly, gamification is the hot new business concept, with many of “Striving to make everyday business the world’s most admired tasks more engaging, a growing companies signing on.” number of firms... are incorporating elements of videogames into the – Fortune, Oct. 17, 2011 workplace.” – Wall Street Journal, Oct. 10, 2011“Many businesses are using these game tricks to try to get people hooked on theirproducts and services—and it is working, thanks to smartphones and the Internet.”– New York Times, Dec. 23, 2012
  7. Everyone’s Gamifying•  Microsoft •  Samsung •  Opower•  Nike •  EMC •  eBay•  SAP •  Mint.com •  Cisco•  American Express •  Stack Overflow •  Recyclebank•  Major League •  USA Networks •  Universal Music Baseball •  LiveOps •  Siemens•  Salesforce.com •  Dell •  Yelp•  AXA Equitable •  Kaiser •  Nissan•  CodeAcademy Permanente •  Playboy•  Deloitte •  Foot Locker •  Verizon 8
  8. Not Just in Business!
  9. Beyond PBL Reward Structures
  10. Beyond PBL Reward Structures•  Users get tired of gimmicks•  “Extrinsic” rewards can actually de-motivate
  11. What makes games FUN?
  12. 1.7 billiondownloads
  13. 1.7 billiondownloads Rovio’s 52nd Attempt!
  14. Two Sides to GamificationBusiness Games
  15. Game Game Elements Techniques(focus of book and course) 1.  Player Journey 2.  Motivation Types Dynamics 3.  Balance Big-picture aspects; “grammar” 4.  Social Dynamics Mechanics Processes that drive 5.  Puzzles action forward; “verbs” 6.  Surprise Components Specific instantiations of mechanics 7.  Feedback and dynamics; “nouns” 8.  Playtesting
  16. 1. The Player Journey Level Up Climbing Boss Fight Rest Climbing Rest Climbing ScaffoldingOnboarding
  17. Traditional Course Design1   2   3   4   5   6   7   Units Midterm Final
  18. Gamification Course Design Major   Project   Final   Quiz+   Quiz+   Project   Project   Quiz   Quiz   Boss  Onboard   Climb   Climb   Climb   Rest   Rest   Fight  
  19. 2x-4x Typical Completion Rate≈81,600 registered 100%   90%   %  of  Registra?on   80%   84% %  of  Starters   70%   74% 80% 70% %  of  SubmiCers   60%   61% %  of  Writers   50%   61% 52% 50% 40%   48% 30%   38% 42% 32% 20%   35% 40% 31% 26% 25% 10%   23%   22% 19%   18% 21% 0%   16%   %  of  Writers   15%   13%   %  of  SubmiCers   11%   13% %  of  Starters   %  of  Registra?on   8,280 received certificate
  20. 2. Motivation Types Source: Richard Bartle
  21. 3. Balance(Related to Player Journey) (Related to Types)
  22. 4. Social Dynamics•  Competition•  Cooperation•  Support•  Showing off•  Peer pressure
  23. 5. Puzzles Notice any differences?
  24. 6. Surprise (Contrived Uncertainty) CAPRI (Balaji Prabhakar)
  25. 7. Feedback 27
  26. 28
  27. 29
  28. 8. Test, Test, Test… with Real Humans! “We’re running several hundred tests at any given time for every one of our games.” http://grattisfaction.com/2010/01/ how-zynga-does-customer-development-minimum-viable-product/ Mark Pincus Founder & CEO, Zynga
  29. Two Sides to GamificationBusiness Games
  30. Business GamesMarketing & economics Game designIncentives ExperiencesSatisfying needs FunStatus MeaningPBLs ChallengesRewards ProgressionGetting users to do things Making players awesome
  31. Common GroundBusiness Games
  32. FUN
  33. thank you! Prof. Kevin Werbachwerbach@wharton.upenn.edu Twitter: @kwerb http://wdp.wharton.upenn.edu/books/for-the-win/

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