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Gamification Will Eat Itself


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Gamification talk I gave at LOGIN April 2011. Could also be titled: Doing Gamification the Right Way.
A couple months later, Gartner made it official and put gamifiaction on their hype cycle curve. They were a little more generous than I was.

Gamification Will Eat Itself

  1. 1. Gamification Will Eat Itself<br />Scott DodsonCOO, Product Owner <br />Bobber Interactive<br />
  2. 2. Me<br />Me<br />
  3. 3. Me<br />Chronic Entrepreneur <br />
  4. 4. Used a Game LayerLayer of Abstraction <br />Playful Perception<br />Mind numbing jobs<br />Dating<br />Holding a conversation<br />Sales – Cold Calling<br />Raising Angel/VCMoney<br /> Game layers worked! <br />
  5. 5. Gamification<br />*<br />Examples of<br />reallygood<br />gamification<br />*Not to scale<br />
  6. 6. What went wrong?<br />Gamification seen as Manipulation<br />Extrinsic & Skinnerian/Behavioralist<br />Spawn of Marketing<br />Cookie Cutter<br />Broken & “Gameable”<br />
  7. 7. OMFG<br />
  8. 8. /Sigh…<br />We are here <br />
  9. 9.
  10. 10.
  11. 11.
  12. 12. Deep Breath<br />
  13. 13. How we get on the right road…<br />
  14. 14. Gamification is actually working<br />Big Door & Bunchball report ~80 mm users <br />Page views 2x<br />Time on site 2x<br />Unique monthlies +30%<br />But still…<br />
  15. 15. To get to the Plateau of Productivity…<br />Gamification is not about:<br />Extrinsic rewards <br />Manipulation<br />Outer “shell” of game: Points, Levels, Badges<br />It’s about creating Sustained Engagement<br />
  16. 16. Apparent Challenge<br />Great games are hard enough:<br />Only 4% of games that go into production are profitable<br />Add a “real world” activity and you multiply the difficulty of success<br />
  17. 17. Design for sustained engagement<br />
  18. 18. “Playing a game is the voluntary attempt to overcome unnecessary obstacles” – Bernard Suits<br />Rules<br />A Goal<br />Voluntary<br />Participation<br />A Feedback<br />System<br />
  19. 19. Designing for Sustained Engagement<br />I. Establish a different user “contract”<br />A game is voluntary framework for the user experience<br />Obstacles desirable!<br />
  20. 20. Eustress / Satisfying Work<br />
  21. 21. Designing for Sustained Engagement<br />II. Design for flow; segment the experience<br />MihalyiCsikszentmihalyi<br />Amy Jo Kim<br />
  22. 22. “Domain Resonant” Implementation<br />1<br />2<br />+<br />66% more people than normal chose <br />the stairs over the escalator.<br />3<br />=<br />
  23. 23. Designing for Sustained Engagement<br />III. Embrace the Domain; know the Audience<br />Corollary: Build the right team <br />
  24. 24. Two Types of Motivation<br />Extrinsic Motivation – Behavior that is motivated by contingencies (rewards, punishments) that are separate from the enjoyment of the activity itself<br />Intrinsic Motivation – The activity itself is its own reward because it is inherently satisfying. In particular, humans have specific intrinsic needs that motivate.<br />
  25. 25. Framework/Context Critical<br />
  26. 26. Designing for Sustained Engagement<br />IV. Motivational Psychology Critical<br />Intrinsic needs satisfaction<br />
  27. 27. 3 Drivers of Intrinsic MotivationScott Rigby - Immersyve<br /> COMPETENCE<br /> AUTONOMY<br /> RELATEDNESS<br />C<br />A<br />R<br /><ul><li>Freedom and agency
  28. 28. Exercising volition
  29. 29. Choosing
  30. 30. Many opportunities for action
  31. 31. Feeling “good at”
  32. 32. Expanding capability
  33. 33. Learning
  34. 34. Mastery
  35. 35. You matter to others ,they matter to you
  36. 36. Meaningful connections
  37. 37. Competitive, cooperative,
  38. 38. Even removed: characters in a book or movie, developers of an app.</li></li></ul><li>Competence, Autonomy & Relatedness: most reliable predictors of engagement<br />(PENS) Methodology: Personal Experience of Needs Satisfaction <br />Approach uses statistical regression analysis to predict long-term engagement<br /><ul><li>Multiple longitudinal studies with 20,000+ subjects
  39. 39. Underlying psychological causality vs. solely outcome metrics (e.g., “clicks” or “fun”)</li></ul>PENS predicts <br />sustained engagement... <br />“Fun” does not.<br />Competence, Autonomy, Relatedness<br />Predictive power with p values <.01<br />
  40. 40. PENS design: Competence<br />Scaled challenges (flow)<br />Clear & juicy feedback<br />Level=expanded capabilities<br />
  41. 41. PENS design: Autonomy<br />Mechanics of Choice and Opportunity<br />Open Environment - Playground<br />Progression choices (class, tree-structure)<br />Sense of purpose/volition<br />
  42. 42. PENS design: Relatedness<br />You matter to them, they matter to you<br />Competitive cooperative<br />Reciprocity awesome; synchronicity, meh<br />Player to Player; P2NPCs; P2Dev; P2Brand <br />“…Brave, brave Sir Robin…”<br />Hey! It’s the Hero of Kvatch! I can’t believe it! Wow!”<br />
  43. 43. Summary<br />I. Establish a user contract of “game”<br />II. Design for flow; segment the experience<br />III. Game designer must embrace the domain <br />IV. Focus on satisfying Intrinsic needs<br />
  44. 44. Thank You!<br /> /scottcdodson<br />First Name at<br />@Gamebiz<br />
  45. 45.
  46. 46. Gamification<br />Swoopo<br />Zappos<br />Foursquare: Bad --> Better!<br />
  47. 47.  Gamification = engagement through intrinsic needs satisfaction<br />ARGS<br />Geocaching<br />Nike+<br />DevHub<br />Priceline<br />GreatWolfLodge / MagicQuest<br />Slot Machines<br />Playboy- Miss Social<br />Starbucks<br />
  48. 48. Credits<br />Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan)<br />Jane McGonigal-Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D. Berkeley<br />Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg University<br />Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at the University of Chicago<br />Amy Jo Kim- designer of social gaming systems, PHD University of Washington<br />Wanda Meloni, M2 Research:<br />Dr. Byron Reeves of the Department of Communication at Stanford & <br />J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement<br />David EderyPrincipal, Fuzbi co-author with Ethan Mollickof Changing the Game: How Video Games Are Transforming the Future of Business<br />Gabe Zichermann and Joselin Linder authors of Game Based Marketing<br />James Currier of Ooga Labs who also credits Clay Shirkyand Bret Terrill <br />David HelgasonCEO of Unity<br />Jesse Schell, Professor of Entertainment Technology  CMU, CEO Schell Games. Jesse’s talk from DICE:<br />Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast<br />Keith Smith, CEO Big Door.<br />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.<br />
  49. 49. More Domain Specificity<br />