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Playful Design, Fun Products &Gamification for Matthias Sala Startups Gbanga matthias@gbanga.com StartupCamp.ch, Basel February 23, 2013

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«Ive played many videogames, but never thought that Iwould run aroundin heavy rain just for a mobile game…»

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«Gamification» Trendhttp://www.google.com/trends/explore#q=Gamification&cmpt=q

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Convergence to mobile and social ~ 1880 1968 1977 1991 2005 2005 1989 2006 2007History of Games

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Media Consumptionhttp://online.wsj.com/article/SB10001424052748704590704576092460302990884.html

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Definition Psychology Product Behaviour designAdvertising Gamification Edutainment Entertainment Retention (frustration management) Loyaltyprogrammes Motivation Serious Health Games Games

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Gamification Criticism «excluding elements like storytelling and experiences and using simple reward systems in place of true game mechanics» «not being fun and creating an artificial sense of achievement» «"exploitationware" as a more suitable name for the games used in marketing»  «Gamification is to games as jingles are to music.»http://en.wikipedia.org/wiki/Gamification#Criticism, http://radar.oreilly.com/2011/06/gamification-criticism-overjustification-ownership-addiction.html

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Focus today Psychology Product Behaviour designAdvertising Gamification Edutainment Entertainment Retention (frustration management) Loyaltyprogrammes Motivation Serious Health Games Games

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http://mashable.com/2010/07/13/game-mechanics-business/

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The «Compulsion Loop» For instance in a simulation game like «Sim City» Challenges: Create Environmental changes buildings Wait for outcome, i.e.: (population growth), Population growth incidents andDecide what to build, what to replace, … Side-effects: pollution, taxes catastrophes Present Adapt effects strategy Happen randomly or triggered through Analyze effect in world tendentious /extreme user activity Rewards: Player decisions and actions Unlock new plants and Visual feedback (visualization) Happen based on research technologies, happy activity and on time (historic/ citizens Parts of the simulation system chronological unlocks) Computer-controlled “hidden” game rules (black box)

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Self- actuali- sation Fun Esteem Usability Love/belonging Reliability Safety Functionality Physiologicalhttp://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs

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Intrinsic motivations (psychology) • Acceptance, the need for approval • Curiosity, the need to learn • Eating, the need for food • Family, the need to raise children • Honor, the need to be loyal to the traditional values of ones clan/ethnic group • Idealism, the need for social justice • Independence, the need for individuality • Order, the need for organized, stable, predictable environments • Physical activity, the need for exercise • Power, the need for influence of will • Romance, the need for sex and for beauty • Saving, the need to collect • Social contact, the need for friends (peer relationships) • Social status, the need for social standing/importance • Tranquility, the need to be safe • Vengeance, the need to strike back and to competehttp://en.wikipedia.org/wiki/Motivation#Intrinsic_motivation_and_the_16_basic_desires_theory

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Game mechanics card gameBuy the PlayGen cards here: http://gamification.playgen.com/