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Getting the "Game" Back Into Gamification: A Veteran Video Game Designer's Perspective, Steve Bocska

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Gamification hit the scene a decade ago amidst great hope, hype and promise of bringing a revolutionary new approach to compelling community engagement. But far too many projects have failed to deliver anything more than fleeting, short-term results. Video game industry veteran Steve Bocska draws on his extensive experience producing and designing AAA video games for Disney, Electronic Arts, Sega, and Ubisoft - games that tens of millions of people have paid their own money to play. He highlights the most common gamification misconceptions, mistakes, and breakdowns while offering a glimpse into a secret toolkit of proven mechanics and powerful new analytics.

Published in: Leadership & Management
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Getting the "Game" Back Into Gamification: A Veteran Video Game Designer's Perspective, Steve Bocska

  1. 1. Getting the "Game" Back Into Gamification A Veteran Video Game Designer's Perspective Steve Bocska
  2. 2. The Big Problem
  3. 3. 1999-2000 Steve Bocska CEO
  4. 4. Steve Bocska CEO Producer (Associate) $8m budget 4.7 million units sold $200m+ revenue Producer (Audio) $10m budget 3.8 million units sold $150m+ revenue Game Designer/Producer $3.3m budget 4.9 million units sold $125m+ revenue Founding CEO $6.5m raised 130+ employees
  5. 5. The Big Problem
  6. 6. The Problems With “PBL”
  7. 7. “P”
  8. 8. LITTLE BOBBY “B”
  9. 9. LITTLE BOBBY
  10. 10. LITTLE BOBBY
  11. 11. Rank Name Points 1 Someone I Don't Trust 115,492,316 2 Someone I Hate 1,325,953 3 Someone I Hate 1,156,090 4 Someone I Hate 1,030,118 5 Someone I Hate 1,001,764 6 Someone I Hate 987,436 7 Someone I Hate 952,576 8 ME 943,102 9 Someone Who Hates Me 920,715 10 Someone Who Hates Me 914,855 11 Someone Who Hates Me 910,993 12 Someone Who Hates Me 903,164 13 Someone Who Hates Me 899,354 14 Someone Who Hates Me 870,438 Top Leaders Overall “L”
  12. 12. SNES
  13. 13. Steve Bocska CEO Steve’s Net Engagement Score™ (SNES™)
  14. 14. Steve’s Net Engagement Score™ (SNES™) 𝑆𝑁𝐸𝑆 = 𝑅𝑎𝑤 𝐼𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑣𝑒 𝐼𝑛𝑝𝑢𝑡𝑠 (𝑎𝑘𝑎 𝑐𝑙𝑖𝑐𝑘𝑠) Steve Bocska CEO
  15. 15. Steve’s Net Engagement Score™ (SNES™) 𝑆𝑁𝐸𝑆 = 𝐼𝑛𝑡𝑒𝑟𝑒𝑠𝑡𝑖𝑛𝑔 𝑐ℎ𝑜𝑖𝑐𝑒𝑠 𝑅𝑎𝑤 𝐼𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑣𝑒 𝐼𝑛𝑝𝑢𝑡𝑠 Steve Bocska CEO
  16. 16. Steve’s Net Engagement Score™ (SNES™) 𝑆𝑁𝐸𝑆 = 𝐼𝑛𝑡𝑒𝑟𝑒𝑠𝑡𝑖𝑛𝑔 𝑐ℎ𝑜𝑖𝑐𝑒𝑠 𝑥 𝐶𝑜𝑛𝑠𝑒𝑞𝑢𝑒𝑛𝑐𝑒𝑠 𝑅𝑎𝑤 𝐼𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑣𝑒 𝐼𝑛𝑝𝑢𝑡𝑠 Steve Bocska CEO
  17. 17. Steve’s Net Engagement Score™ (SNES™) 𝑆𝑁𝐸𝑆 = 𝐼𝑛𝑡𝑒𝑟𝑒𝑠𝑡𝑖𝑛𝑔 𝑐ℎ𝑜𝑖𝑐𝑒𝑠 𝑥 𝐶𝑜𝑛𝑠𝑒𝑞𝑢𝑒𝑛𝑐𝑒𝑠 𝑥 𝑇𝑖𝑚𝑒 𝑃𝑟𝑒𝑠𝑠𝑢𝑟𝑒 𝑅𝑎𝑤 𝐼𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑣𝑒 𝐼𝑛𝑝𝑢𝑡𝑠 Steve Bocska CEO
  18. 18. 𝑆𝑁𝐸𝑆 = 𝐼𝑛𝑡𝑒𝑟𝑒𝑠𝑡𝑖𝑛𝑔 𝑐ℎ𝑜𝑖𝑐𝑒𝑠 𝑥 𝐶𝑜𝑛𝑠𝑒𝑞𝑢𝑒𝑛𝑐𝑒𝑠 𝑥 𝑇𝑖𝑚𝑒 𝑃𝑟𝑒𝑠𝑠𝑢𝑟𝑒 𝑅𝑎𝑤 𝐼𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑣𝑒 𝐼𝑛𝑝𝑢𝑡𝑠 Steve Bocska CEO BIGGER BIGGER BIGGER! SMALLER SMALLER SMALLER!
  19. 19. Steve Bocska CEO 0 ∞ Steve’s Net Engagement Score™ (SNES™)
  20. 20. Steve Bocska CEO 0 ∞ Google ~1 Steve’s Net Engagement Score™ (SNES™)
  21. 21. Steve Bocska CEO Video Games 50+ 0 ∞ Google ~1 Steve’s Net Engagement Score™ (SNES™)
  22. 22. Steve Bocska CEO Video Games 50+ 0 ∞ Clickbait < 1 Google ~1 Steve’s Net Engagement Score™ (SNES™)
  23. 23. Steve Bocska CEO Video Games 50+ 0 ∞ Gamification 5-150 Clickbait < 1 Google ~1 Steve’s Net Engagement Score™ (SNES™)
  24. 24. The Boring Old Way Desired Action Desired Action Desired Action Reward
  25. 25. Example:Double-StackedEngagement Funnel Interesting Choices Consequences Conversion Redemption Interesting Choices Consequences Currency (abstraction)
  26. 26. Interesting Choices Consequences Conversion Redemption Interesting Choices Consequences Currency (abstraction)
  27. 27. Getting the "Game" Back Into Gamification A Veteran Video Game Designer's Perspective Steve Bocska
  28. 28. Kotex: Before NET ENGAGEMENT SCORE 1.0-1.2 • Challenge: Community was growing discontented and unresponsive to repetitive, simple social medial engagement gimmicks and promotions, sales were lagging • Starting Point: Engagement through product line information, sweepstakes and simple social media contests, transactional loyalty points program, simple tools & interactive content activities
  29. 29. Picnic™ Feature Engagement Outcome Personalized dynamic user profiles Enhanced commitment and personal investment Highly-leveraged content activities Meaningful interest-based engagement Competitive ranking & recognition Fosters high motivation to advance in relation to other users User timeline and history Reflects users personal story to build loyalty Omni-channel contesting systems Boosts short-term engagement through extrinsic motivators Kotex: Mis Momentos NET ENGAGEMENT SCORE 7.0-9.6
  30. 30. Canadian Space Agency: Before NET ENGAGEMENT SCORE 0.9-1.8 • Challenge: “Government” feel of online experience hampered engagement and challenged their relevancy to the community • Starting Point: Static quality web content, dated presentation and user navigation, poorly targeted experiences
  31. 31. Picnic™ Feature Engagement Outcome Personalized dynamic user profiles Enhanced commitment and personal investment User-centric adaptive questing Dynamically motivators that drive conversion to “the next step” Highly-leveraged content activities Meaningful interest-based engagement Responsive unlocking of new challenges Interactive loops that drive repeat activity Gameplay-engagement feedback loop Interesting choices & consequences inspire deep engagement All-purpose currency/credit system Loyalty quantified to create sense of accumulated value Integrated/consequential mini-games Highly interactive, “fun-first” distractions provide rich variety CSA: Mission: Astronaut NET ENGAGEMENT SCORE 27-76
  32. 32. • Challenge: digital strategy misaligned with community needs, important content was not reaching the intended audience • Starting Point: Website with basic navigation and hierarchical sitemap design, static content, linear user flow with very limited interactivity Adoptive Families Association: Before NET ENGAGEMENT SCORE 0.7-0.9
  33. 33. Picnic™ Feature Engagement Outcome Personalized dynamic user profiles Enhanced commitment and personal investment Highly-leveraged content activities Meaningful interest-based engagement User timeline and history Reflects users personal story to build loyalty Gameplay-engagement feedback loop Interesting choices & consequences inspire deep engagement All-purpose currency/credit system Loyalty quantified to create sense of accumulated value Adoptive Families Association: AgedOut NET ENGAGEMENT SCORE 6.5-9.6
  34. 34. • Challenge: Online community participation plateaued, sponsors and fans growing weary of static content, simple contests rewarded most dedicated fans, alienated broad audience • Starting Point: Background show info, static downloadables, trivia activity, Watch & Play Facebook “game”, mailing list, podcasts, merchandise e-store Ice Pilots: Before NET ENGAGEMENT SCORE 1.2-1.5
  35. 35. Picnic™ Feature Engagement Outcome Highly-leveraged content activities Meaningful interest-based engagement Competitive ranking & recognition Fosters high motivation to advance in relation to other users Community collaboration activities Strengthens community purpose and identity Interest-based matchmaking Personalized community segmentation and consolidation Omni-channel contesting systems Boosts short-term engagement through extrinsic motivators Gameplay-engagement feedback loop Interesting choices & consequences inspire deep engagement Integrated/consequential mini-games Highly interactive, “fun-first” distractions provide rich variety Ice Pilots: Air Hunt NET ENGAGEMENT SCORE 8.6-24.0
  36. 36. • Challenge: Long-standing program was suffering from campaign stagnation resulting in years of relatively modest growth, were looking for a breakout solution to revitalize community enthusiasm • Starting Point: Website with static information, fragmented content (videos, songs, resources), disconnected social media strategy used primarily to drive simple contesting Conservation Pays: Before NET ENGAGEMENT SCORE 0.8-1.1
  37. 37. Picnic™ Feature Engagement Outcome Personalized dynamic user profiles Enhanced commitment and personal investment User-centric adaptive questing Dynamically motivators that drive conversion to “the next step” Highly-leveraged content activities Meaningful interest-based engagement User timeline and history Reflects users personal story to build loyalty Gameplay-engagement feedback loop Interesting choices & consequences inspire deep engagement All-purpose currency/credit system Loyalty quantified to create sense of accumulated value Integrated/consequential mini-games Highly interactive, “fun-first” distractions provide rich variety Conservation Pays: Challenge NET ENGAGEMENT SCORE 7.0-9.6
  38. 38. Getting the "Game" Back Into Gamification A Veteran Video Game Designer's Perspective Steve Bocska
  39. 39. SteveBocska Waitlist for SNES whitepaper email:info@pugpharm.com Subject: WHITEPAPER

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