What is gamification all about? And how can it be used as a valuable channel in campaigns?
Die Präsentation gibt's auch auf Deutsch: http://de.slideshare.net/digitalaffairs/campaigning-mit-gamification
FacebookFacebookFacebookFacebookFacebookFacebookGamification is:...the use of elements of game design in non-game contexts.**Source: Deterding et. Al „Gamification: Toward a definition“; 2011
FacebookFacebookFacebookFacebookFacebookFacebookso......the use of elements of game design in non-gamecontexts.→ this means, lets just make a game out of it?
FacebookFacebookFacebookFacebookFacebookFacebookGamification: how it works...the use of elements of game design in non-gamecontexts.→ this means, lets just make a game out of it?Not quite. It means to apply motivational orfeedback techniques that have proven to beuseful within games to a serious (non-game)context.
FacebookFacebookFacebookFacebookFacebookFacebookThe potential of gamesArent digital games a small niche product?The retail revenue for the U.S. videogames industry reached $ 13.22 billionin 2012*!*Source: http://www.statista.com/statistics/201093/revenue-of-the-us-video-game-industry/** Source: http://www.boxofficemojo.com/yearly/The total gross of yearly box office in2012 was roughly 11 billion.**Is this a represantative comparison?- Probably not.Is the video game market a small nichemarket?- Surely not!
FacebookFacebookFacebookFacebookFacebookFacebookArent games for kids?The average (casual) gamer is:- 39 years old- 46% are female- 510 million play on social networks- 14% play >1h/day (at work)*Source:http://www.socialnomics.net/2012/01/20/social-gaming-infographic-81-million-play-each-day-more-stats/Photo: Wilhelm Joys Andersen
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IGames give clear objectives.Source:http://de.wikipedia.org/w/index.php?title=Datei:Tetrisgb.jpg&filetimestamp=20090907191647
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IIGames give the player instant feedback.Source:http://www.computerbild.de/fotos/Super-Mario-Galaxy-2-Allgemeine-Tipps-5381209.html
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IIIGames reward.Source: http://nightmaremode.net/wp-content/uploads/2012/04/level-up.jpg
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IVGames are an interactive experience.Source: http://www.phonestory.org/
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: VGames give the player a safe space to experiment.Source: http://iphone.appstorm.net/reviews/games-reviews/minecraft-pocket-edition-updated/
FacebookFacebookFacebookFacebookFacebookFacebookWhat games are good at:Games motivate – a game situation is aninvitation to interact.
FacebookFacebookFacebookFacebookFacebookFacebookThe goals of gamification- Gamification improves engagement- Gamification drives participation- Gamification reduces barriers- Gamification is good at breaking down complextasks into small bitsGamification gives clear objectives – this drivesengagement – engagement increases reach –more reach means more attention!
FacebookFacebookFacebookFacebookFacebookFacebookGamification – the potential:Gigya Study: Through gamification Pepsi, Nike und Dellcould boost interaction on their sites by 29%*.Some numbers:- commenting +13%- sharing to Twitter, FB and other social networks +22%- content discovery +68%Source:http://venturebeat.com/2013/03/26/billions-of-online-user-actions-say-gamification-increases-site-engagement-29/
FacebookFacebookFacebookFacebookFacebookFacebookGamification: In a nutshellBoring stuff becomes more interesting by:- users have clear goals- implementing made up (fun) rules- instant feedback for activitiesClear objectives + instant. Feedback = more Engagement,lower bounce rate- personal progress: comprehensible, bragging-rights,shareableUsers experience self-efficacyPhoto: Christoph Voglbauer
FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics IIIHighscores = Competition, bragging rights
FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics IVoptional = epic background story
FacebookFacebookFacebookFacebookFacebookFacebookGamification: A success storyWhich successful social media service featuresgamification mechanics that one would not expect?
FacebookFacebookFacebookFacebookFacebookFacebookGamification: A success storyGoal: Facebook needs as much freshcontent as often as possible.Task: Connect and Network with friends!Instant Feedback: Likes, comments, sharesPoints: likes, friends, followers, talking aboutSocial status = can be represented
FacebookFacebookFacebookFacebookFacebookFacebookAn approach to gamifying things:If task XYZ was a game,WHATS BAD ABOUT IT(read: WHY DOES IT SUCK)AND HOW COULD IT BE FUN?
FacebookFacebookFacebookFacebookFacebookFacebookRisks and obstacles- Cost: Good design and execution takes time andmoney.- Extrinsic motivation can hurt intrinsic motivationin the long run.--> when users are payed to dosomething they are less likely to voluntarilyperform the same task afterwards*- Quizzes? *yawn*See e.g. Scott Nicholson: Meaningful Gamification:http://scottnicholson.com/pubs/meaningfulframework.pdf
FacebookFacebookFacebookFacebookFacebookFacebookSerious GameSerious Games = Games that were developedwith the objective to convey different topicsthrough a game to the player.This games are especially designed to have adefined impact on the real world.Not really gamification, but partly similiarambitions.
CrowdsourcingSource: Ludwig-Maximilians-Universität München / ARTigo
ARTigoSource: Ludwig-Maximilians-Universität München / ARTigoImage Tagging:Players describepieces of art through tagssame tags as other player= more pointsHighscores
Productivity toolsSource: epic WinTo-DOs as a role playing game
Epic WinSource: epic WinTo-DOs as a RPG- Appointments becomequests- completed quests grant improvements to thecharacters attributes- the players character ventures along a path, findsitems- instant feedback, clear goals, bragging rights,rewards consistency
FitnessSource: https://www.zombiesrungame.com/Virtual zombies as personal trainers
Zombies, Run!Source: https://www.zombiesrungame.com/- working out through missions- For extra fitness players are chased by zombies- players build their own base- working out becomes more interesting through anepic background story
Productivity toolsSource: http://www.memrise.com/Learn languages
MemriseSource: http://www.memrise.com/Learn languages:- words and phrases become plants- players water these plants throughpracticing the words and phrases- The players garden grows:clear goals - instant feedbackrepresentable progress- Facebook integration for extra social motivation
Alternative Öffentlichkeiten gewinnen?Emergency-Response- During superstorm „Sandy“- Call for aid and donations- management of volunteers- flow of information throughsocial media- People want to help, but dontknow where and how to start.The Red Cross shows how.- self-efficacySource: American Red Cross
Political context ISource: http://gamethenews.net/Games as an expressive tool
Game the newsSource: http://gamethenews.net/Games as an expressive tool- current news can be experienced (andpossibly better understood) throughplaying games.- Players experience e.g. the complexityof the situation in Syria or the inhumanworkload and conditions of uzbeki childlaborers
Political context IISource: http://www.newsgaming.com/games/index12.htmGames as an expressive tool
September 12thSource: http://www.newsgaming.com/games/index12.htmA game as a statement- Violence breeds more violence- players launch rockets at a villageand try to kill terrorists- sooner or later the rocket kills civilians, creatingmore terrorists- the game goes on indefinitely
Political context IIISource: http://www.tiltfactor.org/profit-seedGames as an expressive tool
Profit SeedSource: http://www.tiltfactor.org/profit-seedThe power of the corporation- The corporations protectedseeds are everywhere- So are the corporationslawyers- The game demonstrates how difficult a farmers lifeis who wants to use their own seeds.
Political context IVSource: http://www.idfblog.com/Using gamification in apolemic
Israeli Defense BlogSource: http://www.idfblog.com/Gamifying the IDFs pointof view- User become a part of thevirtual army- Engagement on the IDF Blogis improved- Goals of campaign = Goals ofthe gamification- Ranks achieve military user
Political context VSource: https://realitydrop.org/Climate change
Drop RealitySource: https://realitydrop.org/Goal: Destroy myths about climate change- The internet should be flooded withthe campaigns point of view- The problem Climate change – how can I help?is broken down- User gets easy point of entry- Entering the discussion through copy-paste→ Drop Reality; a „Weltanschauung“ is spread
FacebookFacebookFacebookFacebookFacebookFacebookGamification examples- an additional channel in a campaigns media mix:e.g. Israeli Defense Blog Gamification, Drop Reality- crowdsourcing: e.g. ARTigo, Fold it, Re-captcha- productivity tool: z.B. Epic Win, Toshl Finance- boost interaction: Nike+, Get Glue, Foursquare- Health: Super Better, MySugr
Mag. Vincent Tschaiknervt@digitalaffairs.at | +43 664 22 62 email@example.com/vincenttschaiknerat.linkedin.com/in/vincenttschaikner/Contact