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Gamification<br />Digital Integration & Innovation<br />August 2011<br />
The forecast<br />
Before We Begin…<br />
Of people between the ages of 6 and 44<br />72% play video games<br />For an average of 18+hrs/wk<br />
solving virtual problems<br />5.93 billion years<br />WoW players have collectively spent<br />
Definition<br />
The use of gameplay elements in non-game applications<br />Executed by: <br /><ul><li>Adding game mechanics, generally as ...
Psychology<br />
The psychology behind Gamification<br />“Gamification works to satisfy some of the most fundamental human desires: recogni...
Lack of immediate feedback</li></ul>Overcome these obstacles by:<br /><ul><li>Tapping into innate desires for:
Power
Status
Achievement
Updating players at short term intervals</li></ul>Douglas Karr, <br />MarketingTech Blog<br />Sources: CBS19.tv, EyeforPha...
Motivation through reward<br />“If you give people money, it often messes up their mentalities and encourages cheating…But...
Motivation through reward<br />Short-term rewards that encourage long-term participation <br />Sources: CBS19.tv, EyeforPh...
Motivation through competition<br />“Employees could contest each other to reach various statuses first, or they can motiv...
Motivation through competition<br />Everybody wants to be the best<br />Encourage increased engagement through:<br /><ul><...
Leveling</li></ul>Fuel the will to participate by:<br /><ul><li>Showing users what others are doing
Illustrating how close they are to a milestone</li></ul>Add a “physical” component<br /><ul><li>Collectibles can be used f...
Motivation through interactivity<br />“it’s about creating a long-term engagement with the consumer that moves them along ...
Motivation through interactivity<br />Speak directly to the customers <br /><ul><li>Congratulate them on their accomplishm...
As they begin to feel connected, their participation should increase. </li></ul>Sources: CBS19.tv, EyeforPharma.com, Faceb...
Common Features<br />
Point systems<br />A simple reward for completing certain behaviors or viewing content<br />Sources: CBS19.tv, EyeforPharm...
Badges <br />Status symbols commemorating achievements<br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare....
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Gamification Brownbag

  1. 1. Gamification<br />Digital Integration & Innovation<br />August 2011<br />
  2. 2. The forecast<br />
  3. 3. Before We Begin…<br />
  4. 4. Of people between the ages of 6 and 44<br />72% play video games<br />For an average of 18+hrs/wk<br />
  5. 5. solving virtual problems<br />5.93 billion years<br />WoW players have collectively spent<br />
  6. 6. Definition<br />
  7. 7. The use of gameplay elements in non-game applications<br />Executed by: <br /><ul><li>Adding game mechanics, generally as a reward system, to an existing platform </li></ul>For purposes like:<br />Education and Awareness<br />Developing and Encouraging Behaviors<br />Motivating Continued Use<br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  8. 8. Psychology<br />
  9. 9. The psychology behind Gamification<br />“Gamification works to satisfy some of the most fundamental human desires: recognition and reward, status, achievement, competition and collaboration…”<br />Major obstacles to behavior:<br /><ul><li>Gap between performance and results
  10. 10. Lack of immediate feedback</li></ul>Overcome these obstacles by:<br /><ul><li>Tapping into innate desires for:
  11. 11. Power
  12. 12. Status
  13. 13. Achievement
  14. 14. Updating players at short term intervals</li></ul>Douglas Karr, <br />MarketingTech Blog<br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  15. 15. Motivation through reward<br />“If you give people money, it often messes up their mentalities and encourages cheating…But if you challenge people and reward them for good behavior, it gives them self-esteem.”<br />Esther Dyson,<br />Investor – HealthCare 2.0<br />
  16. 16. Motivation through reward<br />Short-term rewards that encourage long-term participation <br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  17. 17. Motivation through competition<br />“Employees could contest each other to reach various statuses first, or they can motivate wellness initiative peers to get healthier by gifting an online calorie counter.”<br />William Ng, <br />Incentive Mag<br />
  18. 18. Motivation through competition<br />Everybody wants to be the best<br />Encourage increased engagement through:<br /><ul><li>Ranking
  19. 19. Leveling</li></ul>Fuel the will to participate by:<br /><ul><li>Showing users what others are doing
  20. 20. Illustrating how close they are to a milestone</li></ul>Add a “physical” component<br /><ul><li>Collectibles can be used for bragging rights </li></ul>Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  21. 21. Motivation through interactivity<br />“it’s about creating a long-term engagement with the consumer that moves them along what we call, ‘the player journey’ – the long-term emotional engagement of the user with the brand.”<br />Gabe Zichermann,<br />“Game-Based Marketing”<br />
  22. 22. Motivation through interactivity<br />Speak directly to the customers <br /><ul><li>Congratulate them on their accomplishments encourage them to keep going.
  23. 23. As they begin to feel connected, their participation should increase. </li></ul>Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  24. 24. Common Features<br />
  25. 25. Point systems<br />A simple reward for completing certain behaviors or viewing content<br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  26. 26. Badges <br />Status symbols commemorating achievements<br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  27. 27. Leaderboards <br />Competition in its simplest form<br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  28. 28. Progress bars and maps<br />Let people know how close they are to “winning”<br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  29. 29. Progress maps<br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  30. 30. Communication <br />“Trash talk” and encouragement fuel participation<br />Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />
  31. 31. Communication – not always pretty… <br />
  32. 32. Gamification in kids versus adults<br />Fully Developed games for kids, practical applications for adults<br />Young Children/teens<br /><ul><li>Full games make learning fun
  33. 33. build brand loyalty from a young age
  34. 34. interactivity and immersion</li></ul>Adults<br /><ul><li>Quick, pickup and putdown platform
  35. 35. Simple and intuitive user-experience
  36. 36. Target behaviors that people often don’t have time to track </li></ul>Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org<br />

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