Games People Play (and the Modules that Enable Them)


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User engagement has become a primary metric of website success. Though many people think simply adding points and badges will 'gamify' their site and in turn increase user engagement--this is simply not the case. Website creators need to be aware of the motivators for their user base and leverage these to create an engaging experience. When you harness a good game strategy to drive online business objectives you engage fundamental motivators of the human spirit.

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Games People Play (and the Modules that Enable Them)

  1. 1. Building Bridges, Connecting CommunitiesSCOTT WESTONSite Building Track, May 21, 2013Games People Play
  2. 2. What we’ll cover• What is gamification?• Gamification elements• Framework for creating a gamified system• Look at some modules implement• Demo of Goals module• Questions
  3. 3. About ScottDirector of DevelopmentGoals ModuleBowling, and other stuff,
  4. 4. Gamification is...• The use of game elements and game designtechniques in non-game contexts.• Taking something that isn’t a game andapplying structures around it that makes itfeel game-like.
  5. 5. Game Elements
  6. 6. Game Elements
  7. 7. Game Elements
  8. 8.
  9. 9. Example: Reality Drop
  10. 10.
  11. 11. Why Gamify?• Engagement gap• Encourage users to buy• Social Causes• Crowdsourcing• Behavior change• Self improvement
  12. 12. Game Design ToolkitDynamicsMechanicsComponentsRobin Hunicke, Marc LeBlanc & Robert Zubek,MDA:A Formal Approach to Game Design and Game Research,, narrative, progressionrewards, challenges, competition,collaboration, feedback, turnsavatars, badges, collections,unlocking, levels, leaderboards,quests, points, teams,social graph, virtual goods
  13. 13. Creating Your Gamified System• Six-step process• by Kevin Werbach and Dan Hunter• Werbach’s book: For the Win!
  14. 14. The Six Ds1. Define business objectives2. Delineate target behaviors3. Describe your players4. Devise activity loops5. Don’t forget the fun!6. Deploy the tools
  15. 15. Define Business Objectives• Goals for the gamified system• What is this for?• What are the outcomes?
  16. 16. Delineate Target Behaviors• Be specific• # of FB Shares• Reduce time to purchase by X%• Volume of activity
  17. 17. Describe your players• What do you know about them?• What motivates them?• Age group, gender, demographics?• Achievers/explorers?• Socializers/competitors?
  18. 18. Devise Activity Loops• Engagement Loops• Motivation -> Action -> Feedback• *Remember players’ motivation!• Progression Loops• Onboarding, Challenges/Quests, Mastery• *What do players know already?
  19. 19. Don’t Forget the Fun!• Put yourself in the shoes of your users.• Is what you’re building fun?• Your game isn’t their work!• Make sure it is game-like and enjoyable.
  20. 20. Deploy the Tools• Apply the game elements• Game rules, narrative, design• More than just points, badges, andleaderboard (PBL)• Measure, Adjust, Repeat!
  21. 21. The Six Ds1. Define business objectives2. Delineate target behaviors3. Describe your players4. Devise activity loops5. Don’t forget the fun!6. Deploy the tools
  22. 22. Don’t Devalue Your Service• Knowing your users is critical!• Users know when they are being played• Do: Build a platform, not just a game
  23. 23. Be Careful of PBLs• Seen virtually everywhere - easy to build• If you only offer PBL, your gamified systemwill probably be boring• Do: PBL + other engaging activities• Leaderboards can de-motivate• Do: Personalized leaderboards (socialgraph, in the pack)
  24. 24. (Some) Drupal Modules for GamificationComponents ModulesOverall Achievements, Goals*Points User Points + Add onsBadges User Badges (in beta)Leaderboard Views, RadioactivityAvatarsAvatar Selection, User picture,Realname
  25. 25. (Some) Drupal Modules for GamificationComponents ModulesCollaborationForum, OG, User Relationships,Voting,WikiUnlocking,VirtualGoodsNodeView Permissions, HiddenNodesSocial GraphShareThis, Facebook,Twitter,LinkedIn, Pintrest, etc.Collections Entity ReferenceFeedback Flag, Message, Radioactivity
  26. 26. Goals Module• Task-based goals• Example: A goal has two tasks associatedwith it.• When both tasks are complete, the goal iscomplete.
  27. 27. Goals Module• Goals and Tasks are fieldable entities• Goals Extras Modules• Badge for goal completion• User Points for goal completion• View Block of earned badges
  28. 28. DEMONSTRATION• Simple example• Social forums for tenpin bowling• Posts/Comments - Likes• Level up to see additional content• Leaderboard
  29. 29. Bowl-a-rama• Leaderboard (Points)• Liked forum topic (+ 2)• Liked comment (+ 1)• Complete onboarding (+ 25)
  30. 30. Bowl-a-rama• Badges• Onboarding (Bumper Bowler)• Log in 3 consecutive days (Turkey)• 5 content likes, 10 comment likes (TeamCaptain)
  31. 31. Bumper Bowler GoalView welcome message taskTurkey Goal3 Logins TaskTeam Captain GoalTwo tasks: 5 content likes, 10comment likes
  32. 32. Base Installation• Drupal Core 7.22• Forum• Goals / GoalsExtras• CTools• Rules• Token• Entity• User Points• User Points Flag• Node ViewPermissions• Views / UI• Devel
  33. 33. Create Welcome Message1. CreateWelcome Message2. Create BlockLinks to MessagePlace in First Sidebar
  34. 34. Create Premium Content Type
  35. 35. Node View PermissionsCreates view own/any content forPremium Content type
  36. 36. Create Premium Member Role
  37. 37. Enable Role for Premium MembersOnly Premium Members can seePremium Content
  38. 38. Create Like Flags & Points1. Create flags to likeComments and Content2. Configure User Pointsfor Likes
  39. 39. Badges Block to SidebarBlock provided byGoals Extras Module
  40. 40. • `
  41. 41. Resources• Lots of links in Duo Consulting Blog•• Download these slides from DC-PDX•
  42. 42. Questions
  43. 43. Building Bridges, Connecting CommunitiesEvaluate this session you!What did you think?