Fanminds at FanmindsGreat presentation! Also check out our presentation on gamification on http://www.slideshare.net/fanminds/110712-fanmindsslidesharexl1 year ago
David Zinger, President / Founder at David Zinger & AssociatesSylvain: I appreciate this quick slide by gamification. More people are hearing about it and this is an nice visual introduction to the topic. My specialty is employee engagement and it is being looked at an practiced on this topic. I will spread your presentation by embedding this at my site within the next two weeks. Thanks. David2 years ago
Gamificaon Sylvain Co0ong (@sly) iico – Berlin May 17th, 2011
Games ü In their seminal work, “Rules of Play”, Eric Zimmerman and Kae Salen define games as a “system in which players engage in an ar9ficial conflict, defined by rules, that results in a quan9fiable outcome.” ü Games can get people to take ac9ons against their self-‐ interest, in a predictable way, without using force. ü Games expose complex, learnable systems around a set of symbols that users can engage with to achieve personal mastery – and thus accomplish something aspiraonal.
What is gamificaon ? Gamificaon is the process of incorpora9ng game play elements into non-‐gaming applica9ons such as products, services, websites, soWware, processes, markeng & communies in order to drive parcipaon, engagement & loyalty. Gamificaon’s main purpose is to help people to get from point A to B in their lives: whether it be for personal growth, societal improvement or markeng engagement.
What is gamificaon ? Gamificaon is all about engagement and improving user experience with a product or service. Even banal everyday acvies which can be low on engagement and experience such as going to school, exercising, taking your medicine and doing housework has recently been gamified. Gamificaon tricks people into believing that there’s a simple way to imbue their thing ... With the psychological, emoonal and social power of a great game.
Markeng
Personal Finance
Social Finance
Environment
Health
Learning
Buying
Work
Personal
If Google employees spend less then their allocated amount of money for a business trip • they can keep it for future trips where they can upgrade their trip plan • they can donate for charity • or they can cash out part of it Effects: 1) aligns employees with the companies travel policy 2) employees start to talk about travel expenses and manage them 3) controlling travel expenses is turned into an opportunity to demonstrate personal mastery (which is a core characterisc of gamificaon) Corporate: Google travel expense management
A li0le history…
Service providers
What are these game mechanics ?
Rules
Challenges Challenge
Points
Virtual currencies, rewards & badges
Clear targets & objecves
Compeon
Reputaon
Leaderboards
Shared game space
Feedback (and the next challenge…)
Achievement
Skill development
Personal mastery
Focus on the social
Milestones & markers: show progression
Using scarcity to force choices and create demand
Tell a great story
Using game-‐like iconography in non-‐gaming products
The purpose of gamificaon ü Mo9va9on & long term user engagement and loyalty ü Making things more pleasurable in an interacon, process & informaon overloaded world (gain users a0enon) ü Creates a brand connec9on with users/customers in a meaningful and interes9ng way and aligns business objec9ves with user’s mo9va9ons ü Can be used in different roles & scenarios: Customer, paent, user, student, employee, personal movaon & engagement ü Builds complex systems for mo9va9on that meet people’s intrinsic desire but also make them feel that they are accomplishing something aspira9onal and make them move forward in their life
The purpose of gamificaon ü Gamificaon is also an interes9ng way of looking at all kinds of systems design: what are the movaons of our acons? what drives a community to act or users to act ? ü Taps into the millennium genera9on and people’s intrinsic desire for mo9va9on ü Empirical data shows that games are superior at mo9va9onal techniques (if game mechanics are used in a smart and effecve way).
The purpose of gamificaon ü Companies that are experimental and smart use gamifica9on for posi9ve change and influence in employee & customer communi9es ü Game mechanics are going to replace more tradi9onal systems of user mo9va9ons ü Gamificaon makes feedback loops 9ghter and 9ghter and liHle bit more decentralized
Playfullness Being playful is in human nature. Playing makes us feel good and is deeply social.
Psychology of gamers archetypes Research of Richard Bartle True for people in almost every context, be it acng as a players in a game or as employees in a company
Achievers want to be successful; not everybody is an achiever: about 10-‐15 % of a companies’ collaborators are achievers
Explorers discover new things and bring them back to the community, i.e. finding new deal & opportunies
Socializers interact with games and complicated systems principally in an effort to create connecons to others, i.e. customer support & business development
Killers people who are like achievers except that they play a win-‐loose game: they not only want to win for themselves but also want to beat others in the game
Killers people who are like achievers except that they play a win-‐loose game: they not only want to win for themselves but also want to beat others in the game
Psychology of gamers archtypes ü Successful gamifica9on requires to understand the mo9va9ons of these types of players in every context to design around them ü The be0er you get hold of these movaons and design around them, the be0er the outcome will be
Movaonal design “Movaonal design refers to the process of arranging resources and procedures to bring about changes in mo9va9on. Movaonal design can be applied to improving students’ movaon to learn, employees’ movaon to work, the development of specific movaonal characteriscs in individuals, and to improving peoples’ skills in self-‐ movaon.” h0p://www.arcsmodel.com/pdf/Movaonal%20Design%20Rev%20060620.pdf“
Related topics Behaviour design: Creang systems to change human behavior Pervasive technology: Methods for crea9ng habits, showing what causes behavior, automang behavior change, persuading people via mobile phones (mobile persuasion). h0p://www.bjfogg.com/
My preliminary conclusions ü There is good and bad gamifica9on. There are also ethical quesons to that (“dark pa0erns”). ü The op9mal depth and shape of gamifica9on as a movaon and business goal driver depends on each project’s specific anatomy ü Gamificaon will probably rapidly enter every aspect of our lives and various interacons ü Gamificaon can’t be added on top of an exisng applicaon: Gamified soluons have to be designed from the ground around game mechanics
Thank you ! @sly sylvainco0ong.com sylco0ong@gmail.com
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Sylvain 2 years ago
I appreciate this quick slide by gamification. More people are hearing about it and this is an nice visual introduction to the topic. My specialty is employee engagement and it is being looked at an practiced on this topic. I will spread your presentation by embedding this at my site within the next two weeks. Thanks.
David 2 years ago