Rules of Engagement:
How Gamification is
Changing the World
Margaret Wallace, CEO
margaret@playmatics.com
Twitter: @MargaretWallace

Games have been around since nearly
the beginning of humankind.

Games provide a constructed context
for play and exploration…

Games are also practice runs for a whole
range of real-life situations & events.

Of course, it’s not just traditional
games which have been used to
leverage this powerful potential.

Gamification
…has introduced us to integrating
game mechanics to drive desired
behaviors.

“Every startup CEO
should understand
gamification, because
the gaming is the new
normal.”
Bing Gordon, Partner,
Kleiner Perkins

Government
Healthcare Finance
Consumer Travel
News Products
Education Fashion Shopping

What is
Gamification?

The applied use of elements found in
gaming for non-game consumer
applications, products and other
related services.

Identity
Classic
Achievement Status
Motivations
Mastery
Framework for addressing emotions, motivations and consumer
behavior in a proactive way to positively impact a consumer’s
relationship to a product, technology or service.

So what is a game?

A game is a form
of play with
goals and
structure.
-- Kevin Maroney

Rules provide an internal structure for games.
Rules are…
Unambiguous tenets that guide
and also inform behavior.

Game Mechanics
Underlying interlocking systems that form
the “engine” of an experience in order to
communicate a sense of context, meaning
and overall progression.
• Levels
• Points
• Missions
• Badges
• Rankings
• Trophies

Great games are concerned with
moment-by-moment interaction:
• What is the pacing of the game?
• What are the major milestones of the game?

Lusory Attitude
Being “in the zone” – disposition needed
to engage in the play of a game.
Players buy into limitations imposed by the rules
because of the benefits a game affords.
A successful game requires players to take
part in this lusory attitude.

Lusory Attitude in Action

Farmville
Moving Player from Novice to….
Farmville, by Zynga

Farmville
A Power User!
• Scheduled Tasks
• Incentives to Return Daily
• Hourly Interaction
Farmville, by Zynga

Good Gamification is
Results-
Driven
– producing increased
awareness & improved
performance for a variety of
consumer-facing products.

Not About Building a Game.

This is NOT Gamification

Applied Gamification
• Build Communities
• Extend Brand
• Expose Systems of Meaning
• Increase Engagement
• Change Behavior in Real-Life  Health,
Finance, Chores, etc.

Building Blocks of Gamification

Four Key Engagement Styles
Expressive Competitive
Explorer Collaborative

Four Key Engagement Styles
Expressive Competitive
Review Status
Points
Creating
Customize Contests
Explorer Collaborative
Gifting
Collecting Problem-Solving
Searching
Teaming Up Sharing

Designing for Total Engagement
Novice Regular Evangelist
Clear-cut goals Fresh Content Exclusivity
Achievable goals New Activities Elevated Status
Feedback on Deeper Challenges Opinion Maker
Progress
Must Evolve with Person
Over Time

Behavior- Focused
Persuasive
Engaging
Rewarding
Meaningful Progressive

Designing Engagement Loops
Clear Progress Positive Emotion
Rank / Challenges / Awards / Messaging Fun / Joy / Comfort / Status / Curiosity
Player Engagement Call to Action
Task / Mission / Challenge / Gift Customize / Share / Help / Compete
Credit: From Amy Jo Kim’s “Smart Gamification” Workshop

Gamification Examples
and Trends

Three Design Trends
Three Design Directions: Pro’s and Cons for Each
More
1. Abstract abstracted
Design presentation of
information.
2. Thin Game-Like
Game Layer Elements
3. Advanced Themed
Game Layer Experience
confidential

1. Abstract Design
1. Abstract More abstracted
presentation of
Design information.
Example:
The Energy Orb
Energy orbs alert business
customers prior to and during
an energy-reduction event.

2. Thin Gaming Layer
2. Thin Game-Like
More abstracted
Abstract
Game Layer
presentation of
Elements
information.
Example 2:
Honda Insight

3. Advanced Game Layer
3. Advanced Themed
Game Layer Experience
Example:
Epic Win
Gamified To-Do List

Feedback and Progress

Popcap’s Bejeweled Blitz

BranchOut App

Design for Surprise & Randomness

Element of Surprise
Popcap’s Bejeweled Blitz

Element of Surprise

Exclusive Content for Power Users

Power Users

Health Care

Nike Plus

Wouldn’t work without that Intrinsic Motivation

Public Policy

The Gamification of Countries
Shadow
Government:
United States

Shadow Government Social Mobile Game

Continued Emphasis on Social

Social Shopping
Communicates Status & Identity
Fulfills Needs & Desires

Gamification of Your Life

Real-Life Experiences Become Game Events

Status and Achievement

Personal Brand Building

User-Generated Content (UGC):
Incorporating and rewarding user-created content
into experience to play off social context and to
foster engagement

Facebook Home Page

Rewards

JetBlue & American Express Rewards

Using Scarcity to Force Choices
& Create Demand

Visual Design:
Using Game-Like Iconography in
Non-Gaming Products

UPS “Logistics” Campaign

Merging of Media Techniques &
Conventions:
Making Media Properties More
Game-Like

Disney Parks on Gowalla

Counter-Espionage

News

Meaning and Engagement
“If your team can’t tie back every decision
they are making to the emotion you want
people to feel when they are using your social
product, then your reason for existence isn’t strong
enough to serve its role, which is to guide your
team and the product decisions you are making.”
Gina Bianchini, TechCrunch
Co-Founder, Former CEO of Ning

Rendering The Intangible Tangible
Chess = War Games Boy Scout Badges = Status
Maps = National Boundaries Paper & Metal Currency = Value

Questions?
Margaret Wallace, CEO
margaret@playmatics.com
Twitter: @MargaretWallace