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Serious Gamification


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Serious Gamification

  1. 1. Our Journey from Serious To Not So Serious Play.<br />^<br />How our expertise in Psychometric Gaminghas propelled us to create engaging Social Games and being able to apply Gamification that creates results.<br />
  2. 2. Introduction<br />We aren’t just a games<br />company any more.<br /> Games.<br /> Services.<br /> Workshops.<br />Events.<br />(Gamfying it all!)<br />
  3. 3. What We Learned From Serious Games<br />Game design + Instructional design.<br />Psychometric measurements.<br />Subject matter experts + Game Designers.<br />^<br />^<br />Academics<br />Story tellers.<br />
  4. 4. Our expertise for Serious Game Production<br /><ul><li>Increase physical activity.
  5. 5. Improve patient compliance.
  6. 6. Improve hospital operations.</li></ul>PlayGen Health<br /><ul><li>Engage groups of people in conversation.
  7. 7. Mechanisms for influence and behaviour change.
  8. 8. Playful discover and social interaction.</li></ul>Personal, Social Learning & Ethics<br />
  9. 9. <ul><li>Improving business management and performance.
  10. 10. Compliance proficiency and training.
  11. 11. IT Security and data protection.</li></ul>Corporate & Finance<br /><ul><li>Government and Policy Engagement
  12. 12. Police and Community Cohesion.
  13. 13. Defence and Intelligence.</li></ul>Government& Security<br />
  14. 14. Our Clients & Partnerships<br />Our clients, not necessarily known for using games.<br />
  15. 15. What We Have Gamified<br />We have been Gamfying subjects, topics, services, sites, brands for<br />over 10 years!<br />
  16. 16. What We Did: Serious? <br /> We have been building serious games for over 10 years.<br />We enable “ENGAGEMENT” not “FUN”.<br />Fun is an added product which emerges once the users is playing the game instead of working, training or in the classroom. <br /><<br />><br />It’s a change from the usual activity they are used to.<br />
  17. 17. But hey don’t shoot the designers, we still keep fun in mind!<br />
  18. 18. What We Do: Not So Serious?<br />We began to move into the social space.<br />we haven't looked back since.<br />By bringing all our psychological experience in serious game design we are able to create “FUN” engaging experiences in social games.<br />^<br />Yes we said fun :)<br />
  19. 19. Our move into social gaming<br /> We find it easier to engage users in social environments<br /><ul><li>Casual, not much time needs to be invested to gain an enjoyable experience.
  20. 20. Community Driven, users motivate each other. Social psychology playing a big part.
  21. 21. Fun, Social games are an enjoyable experience – Addiction, fulfilling needs.</li></ul>=<br />Social Games<br />^<br />Quick to pick up and play. Easy to learn, hard to master.<br />
  22. 22. Social environment design<br />Designing games around fulfilling human needs:<br /> Acceptance, Curiosity, Honour, Idealism, Independence, Power, Social Contact and Status.<br />Being able to create player communities which can be manipulated through using motivators and drivers:<br /> Expressing personal identity, Status and self esteem, Giving and getting help, Affiliation and belonging, Sense of community, Reassurance of value and worth.<br />Influencing behaviour, 6 Rules for influence. Which are...<br />
  23. 23. 6 Rules of Social Influence for games.<br />1. Must target a specific group.<br />Define your target audience.<br />2. Assist the user to interact with content in multiple ways.<br />Allow the user to interact with the game and the community in many ways. <br />3. Bring content infront of the audience<br />Use Reticular Activating System (neuroscience). Familiar contentand buzzwords. <br />4. Guide the user to make the best decisions for them.<br />Pick up and play, involve easy to learn hard to master.<br />5. Allow users to take advice from the community.<br />Focus mainly on building a true community, dedicated users with power and fans.<br />6. Let your users leave with positive experiences.<br />Give them power, allow them to earn credibility and fulfil their core human needs.<br />
  24. 24. This is Psychology<br />=<br />A deeper understanding in how we can use psychological theories with gaming mechanisms in order to motivate human behaviour. <br />Gamification<br />^<br />10% Game Design<br />90% Psychology<br />
  25. 25. Just add Salt.<br />The just add saltmethodology. <br />“It’s nice but adding salt makes it better.”<br />We see many companies, sites and<br />brands using this method in<br />Gamification. <br />We don’t<br />name and<br />shame!<br />Just add game mechanics<br />^<br />By adding game mechanics just doesn't cut it<br />People aren’t going to play a<br />game on brushing their teeth –<br />If they brush their teeth already<br />everyday.<br />
  26. 26. Use the force(s)!<br />To name a few:<br />Challenge, Variable Reward, Curiosity. Identity, Surprise,<br />Status, Feedback, Power, Free, Collecting, Ownership,<br />^<br />Use game mechanics as enablers or vehicles for these motivations.<br />
  27. 27.
  28. 28. It’s not all doom and gloom<br />Gamification can be used for the greater good. <br />^<br />Our recent examples:<br /><ul><li> Motivate students to have a voice</li></ul>Project Einstein<br /><ul><li> Making careers advice enjoyable.</li></ul>MeTycoon<br /><ul><li> PSHE, lessons. Counter Terrorism.</li></ul>Choices & Voices<br />
  29. 29.
  30. 30. We don’t<br />Just add game mechanics<br />Points<br />Badges<br />Leaderboards<br />Levels<br />Challenges<br />^<br />using<br />Is our product<br /> methodology<br /><ul><li>Increase Engagement
  31. 31. Build Loyalty
  32. 32. Improve Conversion</li></ul>We do<br />carefully craft experiences<br />Identity<br />Status<br />Mastery<br />Achievement<br />Ownership<br />Loyalty<br />^<br />Brand<br />Product<br />Service<br />Site<br />For<br />Your<br />using<br />psychology<br />
  33. 33. Increasing Engagement <br /> Aim to encourage student voice.<br />Associative Play – Game play is built around students<br />interacting with each other directly. <br />Using psychology<br />to encourage student voice.<br />Status – Being able to post an idea that everyone likes so that<br />it appears on the leaderboards on the big televisions around<br />the school.<br />Ownership - Students can post an idea, and have full ownership<br />over that idea, others can vote the idea worthy or not.<br />Power - Giving students the power to change their school<br />environment. Headmaster collects the ideas from the game every<br />month to help improve the school.<br />><br />To name <br />a few<br />
  34. 34. Recent activity feed to<br />invoke a presence of<br />others.<br />Leaderboard to show the<br />best ideas, giving the best<br />idea authors fame/status.<br />Power, Status, Social Contact, Achievement<br />The idea is displayed<br />infront of the community<br />for all to see. A user gets<br />recognised for posting a<br />good idea.<br />Vote systemUser’s have<br />the power to deem an idea<br />worthy.<br />Ownership, Power, loyalty<br />
  35. 35. Building Loyalty<br />Turning extrinsic motivation<br />Doing something you don’t like,<br />although you know there is an reward at<br />the end.<br />Creating value: <br />^<br />Rule 6: Driving the player to positive experiences<br />Into intrinsic motivation<br />Doing something you enjoy.<br />When the task itself is it’s own<br />reward.<br />
  36. 36. Improving conversion<br />MeTycoon<br />The Benefits<br />Turning careers advice into<br />something more enjoyable.<br /><ul><li>Allows students to discover careers
  37. 37. Enables students to learn about the implications of various lifestyle decisions.
  38. 38. Provides an exciting online experience for students to understand the importance of transferable skills.
  39. 39. Helps them visualise and understand today’s job market is not always a linear progression.</li></ul>The Challenge<br />Young people often lack the<br />resources, help or opportunities<br />to think abouttheir career.<br />The Outcomes<br />Finalist at ITSEC Award 2010<br />20,000 Players +(increasing daily)<br />92% students discovered new<br />jobs playing MeTycoon.<br />
  40. 40. Using psychology<br />to engage kids in careers advice<br />Parallel & AssociativePlay- Being able to observe others<br />while playing, view other worlds, but on your ownas in<br />terms of game-play. Gifting and hi-fiving is really the only<br />social interaction.<br />Status – Being able to climb up the career ladder,<br />gainingabigger social status.<br />Mastery – Able to balance between progressing in a<br />job and not getting into debt.<br />Power – Giving the player the power to feel in control<br />Of their life, every decision is there own doing. <br />Ownership – Players can own items. <br />Loyalty- The game gives students a value to play.<br />that’s why wesee a big return rate in players. <br />Variable Challenges – each Year with a world event.<br />
  41. 41. So how did we get the psychology to work?<br />Reward, Mastery<br />Ownership<br />Rewards and Job succession<br />for watching videos<br />Range of items to buy to<br />improve skills,decorateand gift<br />Variable challenge<br />Power<br />Customisation of characters<br />and players world..<br />Random events to make each<br />game-play more interesting...<br />
  42. 42. Just to recap the key messages<br /><ul><li>10 years experience in serious games.
  43. 43. Moved to social gaming with our psychological expertise.
  44. 44. Gamification is mostly psychology.
  45. 45. We engage with psychology but use gaming mechanisms to allow this to be enabled.
  46. 46. Creating value is the art of turning extrinsic to intrinsic motivation.</li></li></ul><li>Thank you & don’t forget to<br />The code for this event is<br />gawo<br />A game to play while your at the Digital Shoreditch<br />festival. How to play found in the event guide or at:<br /><br />

Editor's Notes

  • Talk about the precise techniques used within serious games to measure the users abilities, learning progressions and engagement levels.This is a brief slide talking about we learnt psychology from serious games, and that we come from an academic background.
  • This slide goes straight onto the six rules of influence (next slide)
  • Traditional Game Design + Mechanics + Social Game Design + MechanicsUpdated gaming mechanisms.User experience designers are the new game designers.
  • Don’t use Gamification just because you think it will increase customer/visitor’s ect. Carefully think about how you could motivate users, before going full force into adding game mechanics to anything. There are many examples of how not to add Gamification, Badges being a culprit to this movement!
  • This is from our Game Mechanics Card Game.
  • We don’t just add game mechanics we carefully craft experiences using our psychological gaming expertise in order to create engaging experiences that get results.Adding Play is a product methodology, its how we Gamify your Brand/Product/Service.
  • Also talking about how they can impact their student community, how ideas are communal decisions. Ideas are regulated by the community, if the whole student body doesn’t agree with an idea it can be left alone. Giving the students power and enabling community collaborative power to take place.
  • To create loyalty to get those retention rates up, you need to create some sort of value around your product/brand/site.Creating value is about driving the player to positive experience’s. Motivational theory. David McellandCreating value: turning extrinsic into intrinsic motivation – this is when you strike gold, if done correctly.
  • Gets player’s thinking about their future well as starts a conversation. “Hey playing last night did you get effected by the world recession, I lost my job”Games don’t change people, people change people.Something fun to do inside and outside the classroom.Its not just the kids, the parents are playing it too!Key end not of this slide is “92% students discovered new jobs playing the game”
  • Variable Challenges: Allowed conversation to start “did you get hit by that recession last night” “Yeah lost my job”We are engaging kids to enable them to talk with each other.
  • To name a few game mechanics.What vehicles “game mechanics/social game mechanics” we used to get the psychology to work.Also players could add there friends into their worlds, view their friends worlds and gift items to their friends.Player and Global events start conversation “Oh did you get hit by that world recession last night”MeTycoon encourages conversation, players talking to their friends about events in the game is a good thing.Games don’t change people, people change people.