Gamification Certification Workshop 2012 SF

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Gamification Certification Workshop 2012 SF

  1. 1. gamification:certification workshop gabe zichermann @gzicherm Gamification.Co
  2. 2. Gamification is: the process of using game thinking and game mechanics to solveproblems and engage users
  3. 3. gamification is not just
  4. 4. DESIREMASTERY
  5. 5. DESIREINCENTIVECHALLENGEACHIEVEMENT/REWARDFEEDBACKMASTERY
  6. 6. }DESIREINCENTIVECHALLENGE SOCIALACHIEVEMENT/REWARDFEEDBACKMASTERY
  7. 7. }DESIREINCENTIVECHALLENGE SOCIALACHIEVEMENT/REWARDFEEDBACKMASTERY
  8. 8. BEHAVIOR (MASTERY) LOOP }DESIREINCENTIVECHALLENGE SOCIALACHIEVEMENT/REWARDFEEDBACKMASTERY
  9. 9. Stages of Mastery MASTER VISIONARY EXPERT PROBLEM
 SOLVERNOVICE
  10. 10. THE RULES OF MASTERY 1. NOT EVERYONE WANTS TO BE A MASTER 2. PLAYERS SHOULD BE ABLE TO STOP/LEAVE AT ANY POINT 3. TOP LEVELS ARE OFTEN A DIFFERENT GAME ENTIRELYCC PHOTO COURTESY OF LIBERATO FROM
  11. 11. weight watchers
  12. 12. The PlayerThe CompanyThe System
  13. 13. AGENDA1. Foundations2. Analysis, Creation, Problem Solving3. Produce Architecture4. Reviewed by Experts5. Certificate Granted
  14. 14. REUSABLE METHODOLOGY, PROCESS, SYSTEM THINKING WORKING ON YOUR PROJECT
  15. 15. WHATS IN A DOCUMENT?1. Player Story2. Metrics and Objectives3. Levels of Mastery4. Point system framework (first assay)5. Story arc6. Badging, levels7. Leaderboards8. Onboarding experience9. Test & Rollout plan
  16. 16. PARTIAL CLIENT LIST
  17. 17. MOTIVATION
  18. 18. BARTLE’S PLAYER TYPES ACTING KILLERS ACHIEVERS PEOPLE ENVIRONMENT SOCIALIZERS EXPLORERS INTERACTING
  19. 19. JON RADOFFS TYPES
  20. 20. AGE & GENDERCC PHOTO COURTESY OF SEANDREILINGER FROM
  21. 21. FUN THINGSWRITE ONE FUN THING YOUVE DONE INTHE PAST SIX WEEKS. REMEMBER: ANYTHINGCAN BE FUN - TO YOU.
  22. 22. LETS PLAY: FUN STUFF DODGEBALL. 10PTS/5X
  23. 23. MY SCORE: WHAT’S YOURS?
  24. 24. TEAMSCREATE TEAMS. NAME YOUR TEAM. NOTEYOUR BARTLE TYPES.
  25. 25. WRITE THE PLAYER STORYWRITE THE STORY OF ONE PLAYER IN ONE PARAGRAPH, e.g.“SUSAN IS A 30 YEAR OLD WORKING MOTHER WHO LIKESTHEATRE AND THE NEW YORK TIMES ON SUNDAY...”
  26. 26. PLAYER STORY DETAILHOPESANXIETIESTECHNOLOGYMEDIAFREE TIME
  27. 27. THE COMPANY SESSION 1. GET ALL THE KEY STAKEHOLDERS IN THE ROOM 2. WHAT ARE WE TRYING TO ACCOMPLISH? 3. GAMFIICATION BASICS 4. ASK KEY QUESTIONS (CONTEXT, SUCCESS METRICS)PHOTO COURTESY OF ECHINER1 FROM FLICKR
  28. 28. COMPANY MAD LIBSMY COMPANY...IS DEVELOPING...TO SOLVE PROBLEM...FOR USER...WITH SECRET SAUCE...
  29. 29. BUZZWORD BINGO: 25PTS/WINNER
  30. 30. SPIDERWEBPLACE YOUR BRAND/PRODUCT IN THE CENTER ANDCONNECT IT TO ALL THE RELATED BRANDS, PRODUCTS ASYOUR CANONICAL PLAYER VIEWS THE WORLD.CONNECTIONS CAN GO MULTIPLE TIERS DEEP.
  31. 31. DEFINING THE WIN }1. Engagement (recency, frequency, duration, virality, ratings)2. Leads MEASURABLE3. Revenue/Sales4. Buzz/PR5. Social media mentions
  32. 32. NET PROMOTER SCORE (NPS): HOW LIKELYWOULD YOU BE TO RECOMMEND ______ TO YOUR FRIENDS? (SCALE: 1-10)
  33. 33. CURB YOURENTHUSIASM
  34. 34. STATUS
ACCESS
POWER
STUFF
  35. 35. STATUS
  36. 36. ACCESS
  37. 37. POWER
  38. 38. STUFF
  39. 39. REWARDSIDEATE 3-4 REWARDS YOU CAN OFFER YOUR PLAYERS THATARE AFFORDABLE AND SCALABLE IN EACH CATEGORY.
  40. 40. WHY PEOPLE PLAYMASTERYDE-STRESSFUNSOCIALIZING
  41. 41. FOUR TYPES OF FUNLAZZARO “WHY WE PLAY GAMES”, 2004 HARD FUN EASY FUN ALTERED STATES SOCIAL FUN
  42. 42. FLOW / “IN THE ZONE” (CZIKSZENTMIHALY)

  43. 43. REINFORCEMENT SCHEDULES

  44. 44. THE TYRANNY OF CHOICE (SCHWARTZ, 2004)
  45. 45. INTRINSIC VS EXTRINSIC MOTIVATION DAN PINK- CASH IS A WEAK MOTIVATOR FOR COMPLEX TASKS DR JOHN HOUSTON - COMPETITIVE PEOPLE ARE SELF- DESTRUCTIVELY COMPETITIVE OVERJUSTIFICATION, REPLACEMENT - REPLACING INTRINSIC WITH EXTRINSIC REWARDS IS EASY
  46. 46. GOOD DESIGN FEELS INTRINSIC
  47. 47. MECHANICS
  48. 48. RANK TOP 5 USER ACTIONSRANK THE 5 USER ADVOCATE GIVE SHAREACTIONS YOU ARGUE GREET SHOW OFFMOST WANT YOURUSERS TO TAKE COMMENT HARASS TAUNT COMPARE HELP VIEW COMPETE JOIN VOTE CURATE LIKE YELL DANCE POKE EXPLORE RATE EXPRESS READ FLIRT RECOMMEND
  49. 49. REVERSE ENGINEERING1. Facebook2. Twitter3. LinkedIn4. Draw Something5. Airline/Hotel Loyalty Program
  50. 50. REVERSE ENGINEERING1. How do you keep track of score (points)?2. How are levels defined?3. What badges or progress systems are used?4. How are challenges shown/surfaced?5. Leaderboards: What do they look like?6. How do they re-engage users? What’s the social loop?7. What’s fun about it?
  51. 51. ONBOARDINGSCRIPT THE FIRST :60 OF USER EXPERIENCE IN DETAIL.
  52. 52. DESIGN IDEATION1. Grab dice game/chart2. Ideate a handful of workable ideas3. Compile this into a one paragraph description of your gamified app that describes its purpose and whats novel/engaging
  53. 53. TOP PITCHES: 50PTS/WINNER
  54. 54. NEXT STEPS1. Iterate2. Internal Agreement3. Proposed Architecture4. Submit for Review5. Feedback Provided6. Certificate Granted (yay!)
  55. 55. engagementalliance.org/ submit
  56. 56. gamification:certification workshop gabe zichermann @gzicherm Gamification.Co

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