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

1. Professor Kevin Werbach
Dept. 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 elements
and game design techniques
in non-game contexts.

5. Points
Resource Levels
Collection
Progression
Quests Avatars
Social Graph

6. Progression
Levels
Points
Rewards
Quests
Avatars Social Graph
Badges

7. 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 their
products and services—and it is working, thanks to smartphones and the Internet.”
– New York Times, Dec. 23, 2012

8. 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

9. Not Just in Business!

10. Beyond PBL Reward Structures

11. Beyond PBL Reward Structures
• Users get tired of gimmicks
• “Extrinsic” rewards can actually de-motivate

12. What makes games
FUN?

13. 1.7 billion
downloads

14. 1.7 billion
downloads
Rovio’s 52nd Attempt!

15. Two Sides to Gamification
Business Games

16. 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

17. 1. The Player Journey
Level
Up Climbing
Boss
Fight
Rest
Climbing
Rest
Climbing
Scaffolding
Onboarding

18. Traditional Course Design
1
2
3
4
5
6
7
Units
Midterm Final

19. Gamification Course Design
Major
Project
Final
Quiz+
Quiz+
Project
Project
Quiz
Quiz
Boss
Onboard
Climb
Climb
Climb
Rest
Rest
Fight

20. 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

21. 2. Motivation Types
Source: Richard Bartle

23. 3. Balance
(Related to Player Journey) (Related to Types)

24. 4. Social Dynamics
• Competition
• Cooperation
• Support
• Showing off
• Peer pressure

25. 5. Puzzles
Notice any
differences?

26. 6. Surprise (Contrived Uncertainty)
CAPRI (Balaji Prabhakar)

27. 7. Feedback
27

28. 28

29. 29

30. 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

31. Two Sides to Gamification
Business Games

32. Business Games
Marketing & economics Game design
Incentives Experiences
Satisfying needs Fun
Status Meaning
PBLs Challenges
Rewards Progression
Getting users to do things Making players awesome

33. Common Ground
Business Games

34. FUN

35. thank you!
Prof. Kevin Werbach
werbach@wharton.upenn.edu
Twitter: @kwerb
http://wdp.wharton.upenn.edu/books/for-the-win/