Gamification

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

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 ?

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

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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Gamification

by Sylvain Cottong

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Gamification

by Sylvain Cottong

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