2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.

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2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.
Speaker: Scott Dodson, COO, Bobber Interactive.
In just a year, Gamification has become the hottest and most engaging media strategy of the day, but are we just diving in and getting the most of Gamification or missing the mark? Can games change the way we engage film/TV audiences? US Gamification expert Scott Dodson shares some interesting insights into this new trend and provides some existing examples of good play!

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2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.

  1. 1. Scott Dodson COO, Product OwnerBobber Interactive, Inc.
  2. 2. Me Me
  3. 3. Me Chronic Entrepreneur
  4. 4. Used a Game Layer/Layer of Abstraction Playful Perception Mind numbing jobs Dating Holding a conversation Sales – Cold Calling Raising Angel/VCMoney Game layers worked.
  5. 5. GamificationExamples of really good *gamification *Not to scale
  6. 6. Gamification is working:Bunchball, BigDoor,Badgeville 150mm users Views 2x Time 2x Virality 30% $ +50-250% But…
  7. 7. Still a Problem Gamification seen as Manipulation Extrinsic & Skinnerian/Behavioralist Spawn of Marketing Cookie Cutter Broken & “Gameable”
  8. 8. OMFG
  9. 9. Gartner Hype Cycle We are here
  10. 10. The Right Road…
  11. 11. To get to the Plateau ofProductivity…  Good Gamification is not about:  Extrinsic rewards  Manipulation  Outer “shell” of game: Points, Levels, Badges  It’s about creating Sustained Engagement
  12. 12. The Challenge Great games are hard enough:  Only 4% of games that go into production are profitable Add a “real world” activity and you multiply the difficulty of success
  13. 13. Design for sustainedengagement
  14. 14. “Playing a game is the voluntary attempt to overcomeunnecessary obstacles” – Bernard Suits Rules A Goal Voluntary Obstacles A Feedback System
  15. 15. Designing for SustainedEngagement  I. Establish a different user “contract”  A game is voluntary framework for the user experience  Obstacles desirable!
  16. 16. Eustress / Satisfying Work
  17. 17. Designing for SustainedEngagement  II. Design for flow; segment the experience Mihalyi Csikszentmihalyi Amy Jo Kim
  18. 18. “Domain Resonant”Implementation 1 2 + 66% more people than normal chose 3 the stairs over the escalator. =
  19. 19. “Domain Resonant”Implementation
  20. 20. Designing for SustainedEngagement  III. Embrace the Domain; know the Audience  Corollary: Build the right team
  21. 21. Two Types of Motivation Extrinsic Motivation – Behavior that is motivated by contingencies (rewards, punishments) that are separate from the enjoyment of the activity itself Intrinsic Motivation – The activity itself is its own reward because it is inherently satisfying. In particular, humans have specific intrinsic needs that motivate.
  22. 22. 3 Drivers of Intrinsic Motivation Scott Rigby - ImmersyveC COMPETENCE A AUTONOMY R RELATEDNESS• Feeling “good at” • Freedom and agency • You matter to others • ,they matter to you• Expanding capability Exercising volition • Meaningful connections• Learning • Choosing • Competitive, cooperative,• Mastery • Many opportunities for • Even removed: action characters in a book or movie, developers of an app.
  23. 23. Competence, Autonomy & Relatedness: most reliable predictors of engagement (PENS) Methodology: Personal Experience of Needs SatisfactionApproach uses statistical regression analysis to predict long-term engagement • Multiple longitudinal studies with 20,000+ subjects PENS predicts • Underlying psychological sustained engagement... causality vs. solely outcome metrics (e.g., “clicks” or “fun”) “Fun” does not. Competence, Autonomy, Relatedness Predictive power with p values <.01
  24. 24. Month 1 Month 12
  25. 25. PENS design: Competence Scaled challenges (flow) Clear & juicy feedback Level=expanded capabilities
  26. 26. PENS design: Autonomy Mechanics of Choice and Opportunity Open Environment - Playground Progression choices (focus, tree-structure) Sense of purpose/volition
  27. 27. PENS design: Relatedness You matter to them, they matter to you  Competitive cooperative Reciprocity awesome; synchronicity, meh Player to Player; P2NPCs; P2Dev; P2Brand “…Brave, bra Hey! It’s the ve Sir Hero of Robin…” Kvatch! I can’t believe it! Wow!”
  28. 28. Framework/Context Critical
  29. 29. Designing for SustainedEngagement  IV. Motivational Psychology Critical  Intrinsic needs satisfaction
  30. 30. Summary I. Establish “Game” as the user framework (voluntary) II. Design for Eustress & flow; segment the experience III. Game designer must embrace the domain IV. Focus on satisfying Intrinsic needs
  31. 31.  Gamification = engagementthrough intrinsic needssatisfaction  ARGS Geocaching Nike+ Stack Overflow Priceline GreatWolf Lodge / MagicQuest Slot Machines Playboy- Miss Social Disney/Oscars Starbucks
  32. 32. Thank You! /scottcdodson First Name at bobberinteractive.com @Gamebiz
  33. 33. Credits Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan) Jane McGonigal-Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D. Berkeley Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg University Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at the University of Chicago Amy Jo Kim- designer of social gaming systems, PHD University of Washington Wanda Meloni, M2 Research: http://slidesha.re/gg49nb Dr. Byron Reeves of the Department of Communication at Stanford & J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement David Edery Principal, Fuzbi co-author with Ethan Mollick of Changing the Game: How Video Games Are Transforming the Future of Business Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/ James Currier of Ooga Labs who also credits Clay Shirky and Bret Terrill David Helgason CEO of Unity Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast Keith Smith, CEO Big Door. Kyle Findlay & Kristy Alberts, tnsglobal.com My sincere apologies to anyone on this list or otherwise who feels they were not properly credited. Kindly point out my error and I will edit accordingly.
  34. 34. More Domain Specificity
  35. 35. More from thefuntheory.com
  36. 36. Thanks again! /scottcdodson First Name at bobberinteractive.com @Gamebiz

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