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Serious Gamification


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  • Talk about the precise techniques used within serious games to measure the users abilities, learning progressions and engagement levels.This is a brief slide talking about we learnt psychology from serious games, and that we come from an academic background.
  • This slide goes straight onto the six rules of influence (next slide)
  • Traditional Game Design + Mechanics + Social Game Design + MechanicsUpdated gaming mechanisms.User experience designers are the new game designers.
  • Don’t use Gamification just because you think it will increase customer/visitor’s ect. Carefully think about how you could motivate users, before going full force into adding game mechanics to anything. There are many examples of how not to add Gamification, Badges being a culprit to this movement!
  • This is from our Game Mechanics Card Game.
  • We don’t just add game mechanics we carefully craft experiences using our psychological gaming expertise in order to create engaging experiences that get results.Adding Play is a product methodology, its how we Gamify your Brand/Product/Service.
  • Also talking about how they can impact their student community, how ideas are communal decisions. Ideas are regulated by the community, if the whole student body doesn’t agree with an idea it can be left alone. Giving the students power and enabling community collaborative power to take place.
  • To create loyalty to get those retention rates up, you need to create some sort of value around your product/brand/site.Creating value is about driving the player to positive experience’s. Motivational theory. David McellandCreating value: turning extrinsic into intrinsic motivation – this is when you strike gold, if done correctly.
  • Gets player’s thinking about their future well as starts a conversation. “Hey playing last night did you get effected by the world recession, I lost my job”Games don’t change people, people change people.Something fun to do inside and outside the classroom.Its not just the kids, the parents are playing it too!Key end not of this slide is “92% students discovered new jobs playing the game”
  • Variable Challenges: Allowed conversation to start “did you get hit by that recession last night” “Yeah lost my job”We are engaging kids to enable them to talk with each other.
  • To name a few game mechanics.What vehicles “game mechanics/social game mechanics” we used to get the psychology to work.Also players could add there friends into their worlds, view their friends worlds and gift items to their friends.Player and Global events start conversation “Oh did you get hit by that world recession last night”MeTycoon encourages conversation, players talking to their friends about events in the game is a good thing.Games don’t change people, people change people.
  • Transcript

    • 1. Our Journey from Serious To Not So Serious Play.
      How our expertise in Psychometric gaming has propelled us to create engaging Social games and being able to apply Gamification that creates results.
    • 2. Introduction
      We aren’t just a games
      company any more.
      (Gamfying it all!)
    • 3. What We Learned From Serious Games
      Game design + Instructional design.
      Psychometric measurements.
      Subject matter experts + Game Designers.
      Story tellers.
    • 4. Our expertise for Serious Game Production
      • Increase physical activity.
      • 5. Improve patient compliance.
      • 6. Improve hospital operations.
      PlayGen Health
      • Engage groups of people in conversation.
      • 7. Mechanisms for influence and behaviour change.
      • 8. Playful discover and social interaction.
      Personal, Social Learning & Ethics
    • 9.
      • Improving business management and performance.
      • 10. Compliance proficiency and training.
      • 11. IT Security and data protection.
      Corporate & Finance
      • Government and Policy Engagement
      • 12. Police and Community Cohesion.
      • 13. Defence and Intelligence.
      Government& Security
    • 14. Our Clients & Partnerships
      Our clients, not necessarily known for using games.
    • 15. What We Have Gamified
      We have been Gamfying subjects, topics, services, sites, brands for
      over 10 years!
    • 16. What We Did: Serious?
      We have been building serious games for over 10 years.
      We enable “ENGAGEMENT” not “FUN”.
      Fun is an added product which emerges once the users is playing the game instead of working, training or in a classroom.
      It’s a change from the usual activity they are used to.
    • 17. But hey don’t shoot the designers, we still keep fun in mind!
    • 18. What We Do: Not So Serious?
      We began to move into the social space 5 years ago.
      we haven't looked back since.
      By Bringing all our psychological experience in serious game design we are able to create “FUN” engaging experiences in social games.
      Yes we said fun :)
    • 19. Our move into social gaming
      We find it easier to engage users in social environments
      • Casual, not much time needs to be invested to gain an enjoyable experience.
      • 20. Community Driven, users motivate each other. Social psychology playing a big part.
      • 21. Fun, Social games are an enjoyable experience – Addiction, fulfilling needs.
      Social Games
      Quick to pick up and play. Easy to learn, hard to master.
    • 22. Social environment design
      Designing games around human needs.
      Being able to create player communities which can be manipulated through using motivators and drivers.
      Influencing behaviour, 6 Rules for influence.
    • 23. 6 Rules of Social Influence
      1. Must target a specific group.
      2. Must assist users to interact with content in multiple ways, using modes of engagement.
      3. Bring content infront of the audience.
      4. Guide the user make the best decision for them.
      5. Allows users to take advice from others, focus mainly on building a true community.
      6. Move people to personally positive results from using the game.
    • 24. This is Psychology
      A deeper understanding in how we can use psychological theories with gaming mechanisms in order to motivate human behaviour.
      10% Game Design
      90% Psychology
    • 25. Just add Salt.
      The just add saltmethodology.
      “It’s nice but adding salt makes it better.”
      We see many companies, sites and
      brands using this method in
      We don’t
      name and
      Just add game mechanics
      By adding game mechanics just doesn't cut it
      People aren’t going to play a
      game on brushing their teeth –
      If they brush their teeth already
    • 26. Use the force(s)!
      To name a few:
      Challenge, Variable Reward, Curiosity. Identity, Surprise,
      Status, Feedback, Power, Free, Collecting, Ownership,
      Use game mechanics as enablers for these motivations.
    • 27.
    • 28. It’s not all doom and gloom
      Gamification can be used for the greater good.
      Our recent examples:
      • Motivate students to have a voice
      Project Einstein
      • Making careers advice enjoyable.
      • PSHE, lessons. Counter Terrorism.
      Choices & Voices
    • 29.
    • 30. We don’t
      Just add game mechanics
      Is our product
      • Increase Engagement
      • 31. Build Loyalty
      • 32. Improve Conversion
      We do
      carefully craft experiences
    • 33. Increasing Engagement
      Aim to encourage student voice.
      Students posted ideas up on the site, others would comment and rate the
      Using psychology
      to encourage student voice.
      Status – Being able to post an idea that everyone likes so that
      it appears on the leaderboards on the big televisions around
      the school.
      Ownership - Students can post an idea, and have full ownership
      over that idea, others can vote the idea worthy or not.
      Power - Giving students the power to change their school
      environment. Headmaster collects the ideas from the game every
      month to help improve the school.
      To name
      a few
    • 34. Screen shot
    • 35. Building Loyalty
      Turning extrinsic motivation
      Doing something you don’t like,
      although you know there is an reward at
      the end.
      Creating value:
      Rule 6: Driving the player to positive experiences
      Into intrinsic motivation
      Doing something you enjoy.
      When the task itself is it’s own
    • 36. Improving conversion
      The Benefits
      Turning careers advice into
      something more enjoyable.
      • Allows students to discover careers
      • 37. Enables students to learn about the implications of various lifestyle decisions.
      • 38. Provides an exciting online experience for students to understand the importance of transferable skills.
      • 39. Helps them visualise and understand today’s job market is not always a linear progression.
      The Challenge
      Young people often lack the
      resources, help or opportunities
      to think abouttheir career.
      The Outcomes
      Finalist at ITSEC Award 2010
      20,000 Players +(increasing daily)
      92% students discovered new
      jobs playing MeTycoon.
    • 40. Using psychology
      to engage kids in careers advice
      Status – Being able to climb up the career ladder, gaining a
      bigger social status among the global player base (on the
      leaderboard), also with status comes reward, - bigger job
      means bigger salary (as we all know).
      Mastery – Able to balance between progressing in a job and
      not getting into debt. Player’s who are master’s of the game
      are easy to spot. The one’s with the big flash cars and
      houses and the endless amount of happiness generated.
      Power – Giving the player the power to feel in control of there
      life, every decision is there own doing. Job changes occur
      frequently but give the player an opportunity to explore new
      career paths.
      Ownership – Players can own items such as houses, cars,
      planes and pets.
      Loyalty- The game gives students a value to play, that’s why we
      see a big return rate in players. We have turned it from extrinsically
      motivation to intrinsically. Students play with there friends to
      socialise and discuss what’s the latest's events in the game.
      Variable Challenges – Players would be presented each year with a world
      event, this would effect everyone playing the game at the same time. It
      could effect then economically or emotionally. This was a great thing to
      use as it enabled conversation to start.
    • 41. So how did we get the psychology to work?
      Reward, Mastery
      Rewards and Job succession
      for watching videos
      Range of items to buy to
      improve skills,decorateand gift
      Variable challenge
      Customisation of characters
      and players world..
      Random events to make each
      game-play more interesting...
    • 42. Just to recap the key messages
      • 10 years experience in serious games.
      • 43. Moved to social gaming with our psychological expertise.
      • 44. Gamification is mostly psychology.
      • 45. We engage with psychology but use gaming mechanisms to allow this to be enabled.
      • 46. Creating value is the art of turning extrinsic to intrinsic motivation.
    • Thank you & don’t forget to
      The code for this event is
      A game to play while your at the Digital Shoreditch
      festival. How to play found in the event guide or at: