I'm an operational strategist & business analyst currently contracting @ Intel. By day I help my enterprise level clients & startups develop business processes and systems that help them grow their business and engage with their customers
By nightI'm an independent game designerI live here in Sunny in Portland, OR with my wife and son. Please contact me via www.MannyAcevedo.com@mannyacevedoManny@stickaforkin.me
Start up then IntelHave you or your organizations ever experienced these challenges?Declining response ratesA reduction in the quality of content and/or responses from your audienceHigher levels of churn in your communities Competing with outside forces for your audiences attentionThings are fine, but they could be better?Me too and I want to share with you what I discovered along the way
I can’t disclose the details of what I do for my clients. Nor do I have enough time to do that.But what I will do is provide to with a framework and concepts that will get you started YMMVFaced with challenges I set out to find a way solve then and still be true to the core values of the program to provide value to our customersEventually I came across gamification. Having never heard of it before , the term struck me as a bit “hype-y”
So I turned to gartners hype cycle for emerging technologiesFor those that are unfamiliar, it tracks the emerging trends so that IT managers can plan their technology portfoliosIf that isn’t a metric, I don’t know what isIf it was on the chart, It definitely was worth looking at and doing a deep diveAnd down the rabbit hole I went
FIRST : GAMIFICATION ISN’T NEWSocial media is new .Remember Classmates.com? They launched in 1995, remember them? No?Facebook launched in 2004 , just 8 years agoPeople are still trying to understand SM and make use of it.We live in an era where one person can spark a revolution or have a brand change their recipe
And facebook provided a framework . The open graph , that we can build upon & measure With this framework we have an opportunity to develop greater levels of engagement with each other using new tools and frameworksSo it’s up to us to define what the framework for “gamification” is
The model so far
Gamification used to mean , making something into a game that wasn’t
What it means now
Crystal ball time.The industry is just starting, It’ gonna be HUGE!
Zombie: What you knowNot engagedWill play game even though they don’t like productNothing new to be gained Old school Biz can only relate @ this level Conflict of interestPirate : What you don’t knowNot engagedWill only play to game the systemBusiness FAIL to prepare for themBENEFIT: They can point out weaknesses in your system and the unforeseen use caseToo late , you system is de-valuedConflict of interests Awesome : What you don’t know, that you don’t knowEngaged! Interests are alignedThey can help you innovate and see trends
A frameworkIt’s not a static process. Measure, Test, Refine & So on…..
Sample questions. Why are you “Gamifying” your product/ service?How does this benefit your user?Is there a skill to be learned? If not, gamification probably won’t help.Are you trying to make a game instead? Which is ok.What are the goals of the business?What actions do you want your users to take to support these goals?What if it goes wrong?What do you need to measure and know?What are the goals of the people using the product/service?What kind of experience are you looking to create?
At a min assign points/weight to every action a user takesLook for unseen behaviorGo for the easy win and low hanging fruit
Think beyond the carrot and stick
Unique interests and desireAutonomyMasteryMeaningPowerStatus
Think beyond the carrot and stickOnce basic needs are met, this is what motivates us and keeps us engaged ( in FLOW)Autonomy – it’s our desire to be self directedMastery – Our desire to get better ( Challenge and mastery and the desire to contribute)Purpose- Attaching meaning to what we do , connect to something bigger than ourselvesP – Positive Emotions (gratitude, appreciation, joy)E – Engagement (flow, the sense of being lost in an activity)R – [Positive] Relationships (strong connections to others)M – Meaning (impact, a sense of connection to something bigger than ourselves)A – Accomplishment (achievement of specific goals)In the book Flow by MihalyCsikszentmihalyi, he explained that flow is achieved when the level of challenge we’re facing is equal to our talents and abilities. When the level of challenge is below this, we get bored. When the challenge is greater than our talents, we become anxious and overwhelmed. When the challenge is less than our skills, we become bored.
In the book Flow by MihalyCsikszentmihalyi, he explained that flow is achieved when the level of challenge we’re facing is equal to our talents and abilities. When the level of challenge is below this, we get bored. When the challenge is greater than our talents, we become anxious and overwhelmed. When the challenge is less than our skills, we become bored.
Progeession,People cane get off the ride whenver they wantMay need to define different paths for different users
Gamification is NOT one size fits allThe value in vendors is their insight and perspective,
Get something out there and TEST!Do the minimum and add slowly as you understand how users are adapting to your process
Things to remember. It’s not magic
Extrinsic reward not tied to a challenge or engagement loop are destined to FAILOthers failed to connect users interests and understand motivations because they saw only the superficial aspects of gamification
Badges mean something when you work for them
Do the researchDefine the experienceImplement a point system and refine it first (Easy WIN!)Ask a professionalBuild, Test, Refine, etc… etc
Stick a fork in me, I’m done.Thanks
Gamification:A Framework for Community Engagement
Me Mini meMannyAcevedo.com@MannyAcevedoManny@stickaforkin.me
The Current Model(so far) Badges Leaderboards Points IncentivesGoals, Rewards, Status Comparison , Competition Tracking & Feedback Rewards * Don’tPlayGamesWithMe,SebastianDeterding
Gamification: What it used to meanA game is a system in which players engage in anartificial conflict, defined by rules, that results in aquantifiable outcome.Rules of Play: Game Design Fundamentals Katie Salen & Eric Zimmerman
Gamification: What it means todayGamification as the infusion of game designtechniques, game mechanics, and/or game style intoanything. This definition is purposely broad to supportthe many uses of the word. The Gamification Wiki
Where is this going?Gartner Says By 2015, More Than 50 Percent ofOrganizations That Manage Innovation Processes WillGamify Those Processes http://www.gartner.com/it/page.jsp?id=1629214sResearchKart says Gamification industry to grow to a3.6 billion dollar market between 2012-2017http://researchkart.wordpress.com
Gamification Battleground The “Sweet Spot” User Business Interests Interests Users that will play anythingUsers gaming the system * Buster Benson
A Framework: 4D Discover Deploy Design Develop * ME!
Discover : Why?Sample questions1. Why are you “Gamifying” your product/ service?2. How does this benefit your user?3. Is there a skill to be learned? If not, gamification probably won’t help.4. Are you trying to make a game instead?.5. What are the goals of the business?6. What actions do you want your users to take to support these goals?7. What if it goes wrong?8. What do you need to measure and know?9. What are the goals of the people using the product/service?10. What kind of experience are you looking to create?
Design : Define the player & motivations“Intrinsic & Extrinsic motivationdoesn’t exists…They are takingmany diverse human needs andmotivations, putting them intojust two categories, and thensaying one type of motivation isbetter than another…”Stephen Reiss , Researcher & Professor of PsychologyOhio State
Design : Defining the player & motivations Autonomy Winning Mastery Our Acceptance Basic Order Desires Collecting Tranquility Family Meaning Power What We Sensuality “Really” Status Want Physical Social Activity Contact Romance Honor Who am I? The 16 Basic Desires that Motivate Our Actions and Define Our Personalities ~Stephen Reiss
Design : Defining the player & motivationsAutonomy, Mastery, Purpose~Drive, Dan PinkPERMA~Flourish, Martin SeligmanSAPS~Gabe ZichermannWhy We Play Games & The 4 Keys to Fun~Nicole LazzaroLifecycle design : Sustainable Social systems~Amy Jo Kim
Design : Defining the player & motivationsFLOW~Flow, Mihaly Csikszentmihalyi
Design : Define the path to Mastery *Smart Gamification, Amy Jo Kim
Recommended ReadingReality is Broken~ Jane McGonigalPredictably Irrational: The Hidden Forces That Shape Our Decisions~Dan ArielyDrive~Dan PinkFLOW~Flow, Mihaly CsikszentmihalyiFlourish~ Martin SeligmanThe Art of Game Design: A book of lenses~ Jesse SchellA Theory of Fun for Game Design~Raph KasterPapers on: Why We Play Games & The 4 Keys to Fun~Nicole LazzaroSlides on : Lifecycle design : Sustainable Social systems~Amy Jo Kim
People• Sebastian Deterding http://codingconduct.cc/• Buster Benson http://busterbenson.com/• Dustin DiTommaso http://www.d-bin.com/• Amy Jo Kim http://www.shufflebrain.com/ Nicole Lazzaro http://www.xeodesign.com/• Gabe Zichermann http://dopa.mn/
References/Credits • Images : All images and logos are owned by their respective copyright owners. Thanks for the use • Game designer: • http://www.whatiamreallydoing.com/tag/what-i-think-i-do/ • Open Graph: • https://developers.facebook.com/docs/opengraph/ • Twitter revolution: • http://new-middle-east.blogspot.com/2011/04/social-media-force-for-political-change.html • Starbucks: • http://grist.org/list/starbucks-strawberry-frappuccino-dyed-with-crushed-beetles/ • Photo by Ben Adams. • Difference chart • http://gapingvoid.com • Boy scout • http://www.ocbsa.org/home/merit-badge-days/ • 8 ball • http://www.officeplayground.com/Magic-8-Ball-P276.aspx • Awesome Smileys • http://knowyourmeme.com/ • Unicorn Pillow • http://www.ohhoneychild.com/ • Eightball • http://www.officeplayground.com/Magic-8-Ball-P276.aspx • Scott Pilgrim • http://www.onipress.com/ • Carrot • http://www.flickr.com/photos/opensourceway/4504724163/sizes/o/in/photostream/ • Crossover Turtle • http://stevencreech.com/images/posters/Crossovers14.jpg • References • Hype Cycle • http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp • Gartner predictions • http://www.gartner.com/it/page.jsp?id=1629214s • Resaerchkart Report • http://researchkart.wordpress.com/2012/03/26/gamification-2012-2017-opportunities-and-market-outlook-for-next- generation-brandproduct-advertising-through-embedded-gaming/