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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 gaming has 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 a 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 5 years ago.<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 human needs.<br />Being able to create player communities which can be manipulated through using motivators and drivers.<br />Influencing behaviour, 6 Rules for influence.<br />
  23. 23. 6 Rules of Social Influence<br />1. Must target a specific group.<br />2. Must assist users to interact with content in multiple ways, using modes of engagement.<br />3. Bring content infront of the audience.<br />4. Guide the user make the best decision for them.<br />5. Allows users to take advice from others, focus mainly on building a true community.<br />6. Move people to personally positive results from using the game.<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 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 />Students posted ideas up on the site, others would comment and rate the<br />ideas. <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. Screen shot<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 />Status – Being able to climb up the career ladder, gaining a<br />bigger social status among the global player base (on the<br />leaderboard), also with status comes reward, - bigger job<br />means bigger salary (as we all know).<br />Mastery – Able to balance between progressing in a job and<br />not getting into debt. Player’s who are master’s of the game<br />are easy to spot. The one’s with the big flash cars and<br />houses and the endless amount of happiness generated.<br />Power – Giving the player the power to feel in control of there<br />life, every decision is there own doing. Job changes occur<br />frequently but give the player an opportunity to explore new<br />career paths.<br />Ownership – Players can own items such as houses, cars,<br />planes and pets. <br />Loyalty- The game gives students a value to play, that’s why we<br />see a big return rate in players. We have turned it from extrinsically<br />motivation to intrinsically. Students play with there friends to<br />socialise and discuss what’s the latest's events in the game.<br />Variable Challenges – Players would be presented each year with a world<br />event, this would effect everyone playing the game at the same time. It<br />could effect then economically or emotionally. This was a great thing to<br />use as it enabled conversation to start.<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 />