Serious games VS gamification Serious games are about developing new, finite and unique solutions based on game mechanics VS. Gamification about developing new structures and incentives around existing experience.
Serious games VS gamification Product vs. meta Ex.: School - Learning games vs. incentive activity structures Ex.: Health - Rehabilitation game vs. weight-loss app Ex. Corporations - Onboarding game vs. customer service tool
Agenda Why games matters? Why gamificationnow? What is gamification Who have done this? How to get started?
Game industry growing fast… EUR 15bn EUR 30bn EUR 75bn 1990 2000 2010
We invest 3 Billion hours every week in playing games Everyone…
Agenda Why games matters? Why gamification now? What is gamification Who have done this? How to get started?
What is gamification… ”Integrating game dynamics into a site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."
Haven’t we seen this before? Sociology Behavioural theories Control theory Psychology Game theory Cybernetics Behavioural economics Behaviour change
How gamification can work Active Challenge Win condition Rewards “A game is a pastime with formal and predefined set of rules for the progression of a game session, with built-in and quantitative definitions of success and failure.” - Jesper Juul Achievement Social status
The key rewards (they overlap)… Status The most effective reward and it cost designers nothing. Taps into social nature of people. Access Powerful for progressing people and support status. Eg. VIP access to special areas or voting. Power Effective incentive comes in many shapes like kicking people, voting for changes etc. Both be virtual and material. Both can free or costly. Probably the least effective incentive. Stuff
How gamification work Experience systems Rapid, frequent feedback Rewards for effort Uncertainty Short- and long-term goals Other people Source: Tom Chatfield 
Case: Ribbon Hero 4 months after release +100.000 Downloads +120.000 Challenges played Microsoft Office seen as innovative, interesting and cool. Source: Microsoft Office Lab through Gabe Zichermann
Create good feedback loops for rewarding right behavior
Create status/achievement system for recognizing winners
A creative process that requires understanding users, games and business..
The Wrap-up It appears to be working We have always been doing this But its more triggy than it appears Now we have identified it’s more powerful. Bring the engagement to the product – not the other way around
Contact details Serious Games Interactive www.seriousgames.dkwww.globalconflicts.eu www.playinghistory.eu Simon Egenfeldt-Nielsen www.egenfeldt.eu firstname.lastname@example.org