Simon Egenfeldt Nielsen fra Serious Games Interactive til NOW is Digital taler om Gamification

1. Gamification Serious Games: Press start to play Now is Digital, 15th June ‘11 Simon Egenfeldt-Nielsen, PhDCEO, founder Serious Games Interactive Selected productions Serious Games Interactive 2006-2011 ©

3. PhD Games & learning

5. Playing History-series

6. +20 games for clientsEuropean Research projects: SIREN, PlayMancer, Vistra& GaLa

8. Covered in most major news outlets and won numerous awards.

9. Develop serious games that combines playing, learning, communication and story-telling.

10. We are a cross-disciplinary team of 18 people with strong roots in research.

13. What is serious games… ”A solution that use game mechanics and game technology for more than entertainment"

15. What is gamification… ”Integrating game dynamics into a site, service, activity, community, content or campaign, in order to encourage a certain behavior, attitude or skill."

16. What this is about…

17. Serious games VS gamification Serious games are about developing new, finite and unique solutions based on game mechanics VS. Gamification about developing new structures and incentives around existing experience.

18. Serious games VS gamification Product vs. meta Ex.: School - Learning games vs. incentive activity structures Ex.: Health - Rehabilitation game vs. weight-loss app Ex. Corporations - Onboarding game vs. customer service tool

19. Agenda Why games matters? Why gamificationnow? What is gamification Who have done this? How to get started?

20. Game industry growing fast… EUR 15bn EUR 30bn EUR 75bn 1990 2000 2010

21. We invest 3 Billion hours every week in playing games Everyone…

22. Source: Mr. Toledano

23. Agenda Why games matters? Why gamification now? What is gamification Who have done this? How to get started?

24. The attention economy Gamification signals a greater shift… Fight for attention & relevance Need for engaged users Need for user permissions Getting more creative in user interaction

25. The pre-history of gamification Coupon codes Virtual rewards Cash incentives Loyalty systems 1900s 2000s 1980s 1930s

26. Cost and status Value Cost Source: Gabe Zichermann

27. The power of computers… Listen… Read… View Doing & experiencing Representation – we can really only ‘show’ things Simulation – We can represent, track, interact and manipulate

29. Tracking, feedback and reward structures easy to embed.

31. What is gamification… ”Integrating game dynamics into a site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."

32. Haven’t we seen this before? Sociology Behavioural theories Control theory Psychology Game theory Cybernetics Behavioural economics Behaviour change

33. How gamification can work Active Challenge Win condition Rewards “A game is a pastime with formal and predefined set of rules for the progression of a game session, with built-in and quantitative definitions of success and failure.” - Jesper Juul Achievement Social status

34. The key rewards (they overlap)… Status The most effective reward and it cost designers nothing. Taps into social nature of people. Access Powerful for progressing people and support status. Eg. VIP access to special areas or voting. Power Effective incentive comes in many shapes like kicking people, voting for changes etc. Both be virtual and material. Both can free or costly. Probably the least effective incentive. Stuff

35. How gamification work Experience systems Rapid, frequent feedback Rewards for effort Uncertainty Short- and long-term goals Other people Source: Tom Chatfield [2010]

36. When it works…

38. Pseudo victory: Rewards are not achievements - it needs to be meaningful. Not just 'badgification or pointification'.

39. Participation bandwidth: Need to be interesting and engaging enough to draw people away from something else.

40. Unintended consequences: When you engineer behaviors you may make mistakes that leads to unforeseen results.

42. Case: Eksperten.dk

43. Case: British American Tobacco

44. Case: Ribbon Hero 4 months after release +100.000 Downloads +120.000 Challenges played Microsoft Office seen as innovative, interesting and cool. Source: Microsoft Office Lab through Gabe Zichermann

45. Case: Speeding control

46. Case: Nike+

47. Case: Farmville

48. Case: Car dash boards

49. Agenda Why games matters? Why gamification now? What is gamification Who have done this? How to get started?

51. Create game challenges around those targets

52. Create good feedback loops for rewarding right behavior

53. Create status/achievement system for recognizing winnersA creative process that requires understanding users, games and business..

54. The Wrap-up It appears to be working We have always been doing this But its more triggy than it appears Now we have identified it’s more powerful. Bring the engagement to the product – not the other way around

55. Contact details Serious Games Interactive www.seriousgames.dkwww.globalconflicts.eu www.playinghistory.eu Simon Egenfeldt-Nielsen www.egenfeldt.eu sen@seriousgames.dk