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Engage users with Gaming Experience by Dominique Mangiatordi, CEO @ØPP

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User engagement is a hard game to play. Generating a huge flow at your funnel’s entrance and having retention is something every company dreams of :)

Many games have mastered how to leverage motivation. Gamification is the best use of these techniques to create engagement. It helps companies in designing products and experiences that have clearer goals, better tracking & more feedback.

But how do you find your own way in the ocean of gamification as a startup?

Dominique Mangiatordi (https://twitter.com/mangiatordi) is a serial entrepreneur and gamification expert. He founded ØPP (https://opp.mx/), a Belgium-based gamification-oriented startup studio.

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Engage users with Gaming Experience by Dominique Mangiatordi, CEO @ØPP

  1. 1. ENGAGE USERS WITH GAMING EXPERIENCE  Dominique Mangiatordi - THE FAMILY - FEB 2019
  2. 2. S T A R T U P STUDIO
  3. 3. PEAK ME UP Sell more. Have fun.
  4. 4. B SINESS OR YALE
  5. 5. You can discover more about a person in an hour of play than in a year of conversation. (Plato)
  6. 6. What’s the WORLD’s CULTURAL MOST SOLD GOOD?
  7. 7. WHAT’s THE GAME WITH THE HIGHEST PRIZE MONEY?
  8. 8. What’s
 GAMIFICATION ?
  9. 9. Gamification is the best use of gaming techniques to create engagement or generate actions.
  10. 10. Sometimes, it is the best way to get out of a non-engaging environment. But it is not, or rarely, a game.
  11. 11. 
 EXTRINSINC MOTIVATION
  12. 12. EXTRINSINC MOTIVATION DOING SOMETHING TO GET OR AVOID SOMETHING ELSE WAITING AT STARBUCK’s STUDYING WORKING RUNNING A STARTUP YOUR MOCHA COFFEE A JOB OR A DIPLOMA A WAGE TO IMPRESS YOUR FRIENDs
 BECAUSE YOU WANT
  13. 13. THE
 NUDGE EFFECT
  14. 14. GAMIFICATION IS POWERFUL IN AN INTRINSIC MOTIVATION CONTEXT
  15. 15. 72% or amateur runners are using a self motivation gamified app
  16. 16. FROM WITHIN AUTONOMY MASTERY PURPOSE FROM OUTSIDE COMPENSATION PUNISHMENT REWARD
  17. 17. integration NORMAL END MASTERYSCAFFOLDINGONBOARDING THE PLAYER’S JOURNEY (Kevin Werbach) IDENTIFICATION
  18. 18. quel est ce jeu ?
  19. 19. What are games TEACHING US? 1. CLEAR OBJECTIVES 2. SCORE = PROGRESS INDICATOR 3. STORYTELLING 4. direct feedback 5. predictable and unpredictable REWARDS
  20. 20. GAMIFICATION = WEIRD term
  21. 21. HUMAN- FOCUSED
 DESIGN FUNCTION -FOCUSED
 DESIGN
  22. 22. WHAT’s THE NAME OF THIS GAME?
  23. 23. APPLICATION FIELDS INTERFACES and USER EXPERIENCES TRAINING & MANAGEMENT MARKETING & FIELD MARKETING DAILY ACTIVITIES GAMIFICATION
  24. 24. DAILY ACTIVITIES GAMIFICATION FIELD #1 We now ‘play’ to remain engaged in so many activities… even quit smoking can be gamified.
  25. 25. HUMAN MANAGEMENT GAMIFICATION FIELD #2 Sales, project management, ideation, recruitment… new interfaces and old processes are reshaped to create more engagement thanks to gamification.
  26. 26. USER INTERFACES and UX/CX GAMIFICATION DOMAINE #3 To gamify an interface is to add engagement triggers where it makes sense.
  27. 27. MARKETING GAMIFICATION GAMIFICATION FIELD #4 Engaging clients into a progression, or via nudge effect, or other gamification techniques that will increase their experience and retention.
  28. 28. EFFECTIVE
 GAMIFICATION
  29. 29. MASTERYSCAFFOLDINGONBOARDING THE PLAYER’S JOURNEY (Kevin Werbach) IDENTIFICATION
  30. 30. 1.I want to have more fun with my friends 2.I want to finish in less than 1h30’ 3.I want to discover what a big running event is 4.I don’t want to finish as last of the group
  31. 31. THE
 FIGHTERS
  32. 32. THE 
 COMPETITOR BE BETTER THAN THE OTHERS WHILE RESPECTING THE RULES RANKINGS awards LEVELS FRUSTRATIONS
  33. 33. THE 
 KILLER VICTORY AT ALL COSTS TITLES more than levels rankings are the world’s law
  34. 34. the
 ACHIEVERS
  35. 35. THE 
 COLLECTIONER MAKE PROGRESS, ALWAYS FEEDBACK LEVELS TRANSITION BADGES NEW LIMITS, MOVING OBJECTIVES
  36. 36. THE 
 EXPERT BE THE BEST I CAN feedback OBSESSION FOR OBJECTIVES LEVELS
  37. 37. THE
 EXPLORERS
  38. 38. THE 
 NAVIGATOR Explore, more and more! NEW FRONTIERS NEW POWERS milestones unlock HIDDEN ZONES
  39. 39. THE 
 Detective SOLVE, see things other don’t enigmas ‘out of the box’ learn unlock create
  40. 40. the
 SOCIALISers
  41. 41. the 
 COACH BE USEFUL find a place in a group indirect scoring or team scoring affective score
  42. 42. THE 
 ROCKSTAR Under social influence be popular be in the group conformity bia
  43. 43. WHAT’s THIS GAME?
  44. 44. THE OCTALYSIS FRAMEWORK 8 CORE DRIVES
  45. 45. Yu KAI CHOU ‘actionable gamification’
  46. 46. #1
 EPIC MEANING 8 CORE DRIVES #8 LOSS AND AVOIDANCE #2
 ACHIEVEMENT #3
 CREATIVITY #4
 possession #5
 Social INFLUENCE #6
 SCARCITY #7
 UNPREDICTABILITY
  47. 47. CORE DRIVE 
 #1 EPIC MEANING
  48. 48. NAME THAT GAME
  49. 49. This is the drive where people are motivated because they believe they are engaged in something that is bigger than themselves.
  50. 50. GAME TECHNIQUE / MEANING THE EPIC STORY
  51. 51. GAME TECHNIQUE / MEANING ELITISM Allowing your users or customers to form a prideful group based on ethnicity, beliefs, or common interests makes them feel like they are part of a larger cause.
  52. 52. ENGAGEMENT TECHNIQUE / MEANING HUMANITY HERO If you can incorporate a world mission into your offerings, you can gain even more buy-in during the on-boarding process. The way this works is to tie the actions you want people to take to something that will make the world a better place.
  53. 53. PLOGGING
  54. 54. ENGAGEMENT TECHNIQUE / MEANING BEGINNER’s LUCK This is the “Calling” in Epic Meaning & Calling. Calling makes people think they are uniquely destined to do something. And one of the Game Techniques that can introduce the sense of Calling is Beginner’s Luck.
  55. 55. #1
 EPIC MEANING 8 CORE DRIVES #2 #3 #4 #5 #6 #7 #8
  56. 56. CORE DRIVE 
 #2 ACHIEVEMENT
 -progression-
  57. 57. Where people are driven by a sense of growth towards a goal and accomplishing it.
  58. 58. This is also the most common implementation of gamification we see in the market, as most of the PBLs – points, badges, and leaderboards – appeal heavily to this drive.
  59. 59. GAME TECHNIQUE / ACHIEVEMENT POINTS
  60. 60. HOW ARE POINTS WORKING? 1. CUMULATED or exchangeable 2. TOTAL and intermediate scores 3. GOING UP and down 4. parallel currencies
  61. 61. PROBABLY THE BEST LEVER EVER. GAME TECHNIQUE / ACHIEVEMENT LEVELS
  62. 62. ENGAGEMENT TECHNIQUE / ACHIEVEMENT PROGRESS BAR
  63. 63. ENGAGEMENT TECHNIQUE / ACHIEVEMENT MILESTONE UNLOCK “when I achieved a major milestone in my career, no employer really opened up a new world for me. The only time new worlds opened for me, it was mainly when I left to join another firm, so I created my own milestone unlock scenario”.
  64. 64. GAME TECHNIQUE / INTERACTIVE PROGRESSION CHATBOTS
  65. 65. ENGAGEMENT TECHNIQUE / ACHIEVEMENT BOOSTERS Boosters such as getting a jumping star in Super Mario is limited by time, and for the next dozen seconds, a player would rush as quickly as he can as he enjoys the adrenaline rush of using his limited invincibility
  66. 66. #1 8 CORE DRIVES #3 #4 #5 #6 #7 #8 #2
 ACHIEVEMENT
  67. 67. CORE DRIVE 
 #3 CREATIVITY
 STIMULATION
  68. 68. MAYBE THE MOST ‘NATURAL’ way to play. 
 Look at lego blocks.
  69. 69. NAME THAT GAME
  70. 70. “In a study done by Queen Mary University of London and University College London in 2013 comparing the effects of different games on the brain. After six to eight weeks, the study showed that students who played Starcraft roughly an hour a day improved their memory, visual search, informational filtering, and other cognitive skills.”
  71. 71. CORE DRIVE 
 #4 possession
  72. 72. Wait, is this mine? I value it!
  73. 73. NAME THAT GAME
  74. 74. POKEMON GO? this is so “last week”…
  75. 75. GAME TECHNIQUE / OWNERSHIP THE GRUNT WORK
  76. 76. To own something in a collection game, you shall earn ‘money’ that increases the value perception of it. They both work together, and this is why the grunt work is efficient here. ENGAGEMENT TECHNIQUE / POSSESSION EXCHANGEABLE POINTS
  77. 77. ENGAGEMENT TECHNIQUE / POSSESSION THE ALFRED EFFECT The Alfred Effect is when users feel that a product or service is so personalized to their own needs that they cannot imagine using another service.
  78. 78. Protector Quest is a concept based on the occurrence that people start to develop a relationship with something that they are protecting. ENGAGEMENT TECHNIQUE / POSSESSION THE PROTECTOR QUEST
  79. 79. CORE DRIVE 
 #5 social INFLUENCE
  80. 80. CORE DRIVE 
 #5 social 
 CONFORMITY
  81. 81. ENGAGEMENT TECHNIQUE / SOCIAL CONFORMITY THE ASCH EXPERIMENT
  82. 82. ENGAGEMENT TECHNIQUE / SOCIAL INFLUENCE MENTORSHIP
  83. 83. CORE DRIVE 
 #5 social 
 POPULARITY
  84. 84. ENGAGEMENT TECHNIQUE / ACHIEVEMENT THE ROCKSTAR EFFECT
  85. 85. A Snapstreak occurs when two people have sent each other Snapchats back and forth for more than three consecutive days. When you start a Snapstreak with someone, you’ll see a fire emoji next to their name in the app. The number next to the fire emoji indicates how long the Snapstreak has been going.
  86. 86. ENGAGEMENT TECHNIQUE / SOCIAL INFLUENCE GROUP QUESTS
  87. 87. ENGAGEMENT TECHNIQUE / SOCIAL INFLUENCE SOCIAL TREASURES Les ‘trésors sociaux’ sont ceux que vous redistribuez à un ami, collègue, partenaire de jeu. Cfr Google Social Bonus
  88. 88. SOCIAL INFLUENCE TECHNIQUE TOUNTING FLAG
  89. 89. CORE DRIVE 
 #6 SCARCITY and curiosity
  90. 90. ENGAGEMENT TECHNIQUE 
 SCARCITY & IMPATIENCE APPOINTMENT 
 DYNAMICS
  91. 91. APPOINTMENT DYNAMICS smart korean 
 shopping center
  92. 92. ENGAGEMENT TECHNIQUE 
 SCARCITY & IMPATIENCE TORTURE BREAKS KEEP Or enforce the engagement while stopping or braking the player.
  93. 93. GAME TECHNIQUE 
 SCARCITY & IMPATIENCE
  94. 94. CORE DRIVE 
 #7 UNPREDICTABILITY
  95. 95. Me against the chance. (I’ll be stronger)
  96. 96. RANDOM FOOD DISTRIBUTION
  97. 97. WHAT GAME DID HE INVENT IN 1984? Alexey Pajitnov Ex-USSR secret services
  98. 98. TETRIS
  99. 99. Tetris AS A CURE FOR POST- TRAUMATIC SYNDROMS Jessica Griggs
  100. 100. CORE DRIVE 
 #8 LOSS 
 AND AVOIDANCE
  101. 101. ENGAGEMENT TECHNIQUE / LOSS & AVOIDANCE EVANESCENT OPPORTUNITY
  102. 102. ENGAGEMENT TECHNIQUE / LOSS & AVOIDANCE EXPIRATION DATE Cognitive bia that gives you the illusion of a loss, even if you don’t really own something. See Farmville or Smurf Village, again
  103. 103. BIG DATA = HYPER CUSTOMISATION COGNITIVE SCIENCE = HYPER INFLUENCE GAMIFICATION = HYPER ENGAGEMENT A/R, V/R = HYPER EXPERIENCE AI+ASSISTANTS = HYPER CONVERSATION

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