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The Gamification of… Everything?,[object Object],Margaret Wallace, CEO,[object Object],margaret@playmatics.com,[object Object],Twitter: @MargaretWallace,[object Object]
About,[object Object],Twitter: @MargaretWallace,[object Object]
About,[object Object],Playmatics,[object Object],A company that creates highly engaging games, media, user experiences and applications on the Internet, as part of social media networks, and on a variety of connected platforms. ,[object Object]
What is Gamification?,[object Object]
Gamification,[object Object],The use of game play mechanics for non-game consumer applications, products and other related services.,[object Object],“Gamification works by making a technology, product or service more engaging by taking advantage of humans‘ psychological predisposition to engage in gaming.”,[object Object],Source: Wikipedia,[object Object]
Gamification,[object Object],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.,[object Object]
Across Multiple Sectors,[object Object]
A Growing Market,[object Object],“Companies across multiple industries are beginning to realize that establishing some form of game mechanics goes a long way in maintaining loyal, engaged and more well-informed customers.”,[object Object],Wanda Meloni, M2 Research,[object Object]
What are Games?,[object Object],“A game is a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome.”,[object Object],- Eric Zimmerman, Katie Salen: “Rules of Play”,[object Object]
Rules,[object Object],Rules provide the internal structure for games.,[object Object],Rules are…,[object Object],Unambiguous tenets that guide and also inform behavior. ,[object Object]
Moment-By-Moment Interaction,[object Object],Games are concerned with moment-by-moment interaction:,[object Object],What is the pacing of the game?,[object Object],What are the major milestones of the game?,[object Object]
Game Mechanics,[object Object],Underlying interlocking systems that form the “engine” of an experience in order to communicate a sense of context, meaning and overall progression. ,[object Object],Can include:,[object Object],Levels,[object Object],Points,[object Object],Missions,[object Object],Badges,[object Object],Rankings,[object Object],Trophies,[object Object]
Farmville,[object Object],Moving Player from Novice to….,[object Object],Farmville, by Zynga,[object Object]
Farmville,[object Object],A Power User!,[object Object],Scheduled Tasks,[object Object],Incentives to Return Daily,[object Object],Hourly Interaction,[object Object],Farmville, by Zynga,[object Object]
Games Are Inherently Social,[object Object]
Lusory Attitude,[object Object],Being “in the zone” – disposition needed to engage in the play of a game.,[object Object],Players buy into limitations imposed by the rules because of the benefits a game affords.,[object Object],A successful game requires players to take part in this lusory attitude.,[object Object]
Lusory Attitude in Action,[object Object],Why not?,[object Object]
Gamification Trends,[object Object]
Gamification Trends,[object Object],It’s All Social:,[object Object],Leveraging the Social Aspects of Gaming,[object Object]
Shopping is Social By Nature,[object Object],Communicates Status  & Identity,[object Object],Fulfills Needs & Desires ,[object Object]
Social Shopping: Groupon,[object Object],Sources: Venturebeat & Groupon,[object Object]
Gamification Trends,[object Object],The “Game” of Life:,[object Object],Turning Real-Life Experiences into Game Events,[object Object]
The Gamification of...Everything?
Gamification Trends,[object Object],Milestones & Markers:,[object Object],Using Game Techniques to Show Progression,[object Object]
Social City, by Playdom,[object Object]
Gamification Trends,[object Object],Status & Success:,[object Object],Appealing to People’s Need to Achieve,[object Object]
Twitter: Personal Brand-Building,[object Object]
Gamification Trends,[object Object],User-Generated Content (UGC):,[object Object],Incorporating user-created content into experience to play off social context and to ,[object Object],foster engagement,[object Object]
Facebook Home Page,[object Object]
Gamification Trends,[object Object],Points, Currency & Rewards:,[object Object],Creating a Virtual Currency to Increase Engagement,[object Object]
JetBlue & American Express  Rewards,[object Object]
Gamification Trends,[object Object],Creating Scarcity:,[object Object],Using Scarcity to Force Choices & Create Demand,[object Object]
The Gamification of...Everything?
Gamification Trends,[object Object],Visual Design:,[object Object],Using Game-Like Iconography in Non-Gaming Products,[object Object]
UPS “Logistics” Campaign,[object Object]
Gamification Trends,[object Object],Merging of Media & Gaming Elements: ,[object Object],Making Media Properties More Game-Like,[object Object]
Disney Parks on Gowalla,[object Object]
Bravo Television on Foursquare,[object Object]
Avatar,[object Object]
World of Warcraft,[object Object]
Avatar,[object Object]
World of Warcraft,[object Object]
Meaning and Engagement,[object Object],“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.”,[object Object],Gina Bianchini, TechCrunch,[object Object],Co-Founder, Former CEO of Ning,[object Object]
Meaning & Engagement,[object Object],Leverage existing key elements of your product or service to integrate ,[object Object],gamification features.,[object Object]
Best Practices – Nike+,[object Object]
Best Practices – DevHub,[object Object],Improvements in:,[object Object],Retention,[object Object],Revenues,[object Object],Engagement,[object Object],80% of users finish building sites (up from 10%).,[object Object],Source: Dean Takahashi, Venturebeat,[object Object],http://venturebeat.com/2010/08/25/devhub-scores-engagement-increase-by-gamifying-its-web-site-creation-tools/,[object Object]
Is this working?,[object Object]
Gamification & Its Detractors,[object Object],Much-Needed ,[object Object],Debate & Scrutiny,[object Object]
Rendering The Intangible Tangible,[object Object],Boy Scout Badges = Status,[object Object],Chess = War Games,[object Object],Maps = National Boundaries,[object Object],Paper & Metal Currency = Value,[object Object]
Questions?,[object Object],Margaret Wallace, CEO,[object Object],margaret@playmatics.com,[object Object],Twitter: @MargaretWallace,[object Object]

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The Gamification of...Everything?

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Editor's Notes

  1. Conflict and Context are Key
  2. What’s it really all about?