The document discusses the psychology behind gamification and how to effectively design gamified systems. It covers factors that motivate users such as needs, intrinsic motivators, and flow states. It also examines the role of ability, simplicity, and triggers in driving behavior. The key is aligning motivation, ability and the right triggers to push users above the activation threshold for a desired action. Gamification works best when it places the proper triggers in a user's behavioral trajectory at the moment when their ability exceeds their motivation.
2011 10-05 lithium -likes to love london v slide-shareMichael Wu PhD
Turn your Facebook “Likes” into “Loves” by turning your fans into superfans.
1. Turn your connections into actions and interaction via gamification
2. Turn the actions and interactions into tangible ROI via influence and loyalty
3. Build strong customer relationship in communities and spread WOM through social networks
2011 10-04 lithium -likes to love amsterdam v slide-shareMichael Wu PhD
Turn your Facebook “Likes” into “Loves” by turning your fans into superfans.
1. Turn your connections into actions and interaction via gamification
2. Turn the actions and interactions into tangible ROI via influence and loyalty
3. Build strong customer relationship in communities and spread WOM through social networks
2012 05-01 vator tv -science of gamification v01b-slideshareMichael Wu PhD
Gamification made it into Gartner’s Hype Cycle as an Emergent Technology in 2011. But what is gamification? It is certainly not about social games like FarmVille, or the blind application of badges like FourSquare. More importantly, why does it work? What’s the magic behind gamification that can apparently make people do something that they normally don’t? This session not only addresses these questions, it will do so through the lens of behavioral economics and psychology. It will provide you with a framework, which you may use to evaluate the effectiveness of any future gamification strategies. Moreover, you can use it as a design paradigm to create your own gamification.
Flow — the psychology of optimal experience — is the theory developed by Mihaly Csikszentmihalyi on how we can develop a continual sense of joy, creativity, and total involvement with life. Created with Haiku Deck: www.haikudeck.com
We presented this deck at the ESOMAR Congress 2011 conference in Amsterdam where it was nominated for "Best Methodological Paper".
The meat of this deck is a collection of case studies showing the efficacy of gamification in various BUSINESS contexts. It took us ages to contact and collate these various examples, so hopefully having them all in one place will save you time.
A big thank you very much to the various folks who helped us put this piece of research together!
If you have any questions, comments, requests, or are interested in the original paper that this deck is based on, please feel free to drop us a line :)
2011 10-05 lithium -likes to love london v slide-shareMichael Wu PhD
Turn your Facebook “Likes” into “Loves” by turning your fans into superfans.
1. Turn your connections into actions and interaction via gamification
2. Turn the actions and interactions into tangible ROI via influence and loyalty
3. Build strong customer relationship in communities and spread WOM through social networks
2011 10-04 lithium -likes to love amsterdam v slide-shareMichael Wu PhD
Turn your Facebook “Likes” into “Loves” by turning your fans into superfans.
1. Turn your connections into actions and interaction via gamification
2. Turn the actions and interactions into tangible ROI via influence and loyalty
3. Build strong customer relationship in communities and spread WOM through social networks
2012 05-01 vator tv -science of gamification v01b-slideshareMichael Wu PhD
Gamification made it into Gartner’s Hype Cycle as an Emergent Technology in 2011. But what is gamification? It is certainly not about social games like FarmVille, or the blind application of badges like FourSquare. More importantly, why does it work? What’s the magic behind gamification that can apparently make people do something that they normally don’t? This session not only addresses these questions, it will do so through the lens of behavioral economics and psychology. It will provide you with a framework, which you may use to evaluate the effectiveness of any future gamification strategies. Moreover, you can use it as a design paradigm to create your own gamification.
Flow — the psychology of optimal experience — is the theory developed by Mihaly Csikszentmihalyi on how we can develop a continual sense of joy, creativity, and total involvement with life. Created with Haiku Deck: www.haikudeck.com
We presented this deck at the ESOMAR Congress 2011 conference in Amsterdam where it was nominated for "Best Methodological Paper".
The meat of this deck is a collection of case studies showing the efficacy of gamification in various BUSINESS contexts. It took us ages to contact and collate these various examples, so hopefully having them all in one place will save you time.
A big thank you very much to the various folks who helped us put this piece of research together!
If you have any questions, comments, requests, or are interested in the original paper that this deck is based on, please feel free to drop us a line :)
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Vietnam Family Vacation Travel Hanoi Mai Chau Tam Coc Halong Bay Hue Hoian Sa...vktbox
The 11-day tour is specially customized by the Hanoi based tour operator for individuals, small group tours, family holidays touring in Vietnam. The tour begins in Vietnam’s capital, Hanoi, taking you to Mai Chau, Tam Coc, Halong bay, Hue, Danang, Hoian, Ho Chi Minh city and Mui Ne beach, Phan Thiet. Activities available are hiking, sampan cruise tour, countryside cycle, boat, junk cruise, sea canoeing, visit world heritate sites and beach break. The best time to travel this itinerary are April, May, October, November. But this multi activity holiday package can be available all year round.
Vietnam Multi-Activity Tours Travel Hanoi Ninh Binh Mai Chau Sapa Halong bay ...vktbox
The 17-day tour includes different outdoor activities and Vietnam cultural highlights that is highly recommended to individuals, small group tours, family holidays. Begin the tour in Hanoi, travelling to Phat Diem cathedral, Van Long, Ninh Binh, then up to Mai Chau valley where you enjoy a full day hike before returning Hanoi and taking the overnight train to Laocai. Once in Sapa, you enjoy an overnight villages trek through local H’mong and Dzao villages. The multisport tour continues with such highlights as Halong bay cruises, Hue imperial, Hoian ancient town, Mekong delta, Cu Chi tunnels and ends up with a three-day to Mui Ne, Phan Thiet beach.
Vietnam Cambodia family tour Travel Hanoi Sapa Halong Bay Hoian Nha Trang Sai...vktbox
The 17-day multi-country tour is customized for familday holidays, couples, small groups, group of friends and active adventure travelers seeking a different way of travel Indochina. The multi activity tour takes you to such places as Hanoi, Sapa, Halong Bay, Da Nang, Hoi An, Cham island, Na Trang, Ho Chi Minh city (Saigon) and Siem Reap, Cambodia. Enjoy different outdoor activities including sightseeing, trekking, homestay, sea kayaking, cruising, scuba diving, spa, beach resort and more.
Vietnam Family Tour Travel Hanoi Halong bay Ho Chi Minh city Cu Chi tunnels C...vktbox
The 10-day tour is customized for family holidays all inclusive, small group size and those looking a multi centre holidays in Vietnam. Start the multisport trip in Hanoi, travel to Halong bay, fly to Ho chi Minh (Saigon), visit Cu Chi tunnels, cycling on quiet back roads of the Mekong delta and spend the final part in Mui ne beach, Phan Thiet, one of the most popular beach destination in Vietnam. The tour includes different outdoor, activities offering you a real fun, enjoyable experience, especially when you travel with your children.
Vietnam Soft Adventure Tour Travel Hanoi Mai Chau Tam Coc Sapa Halong Bay Sai...vktbox
The 13-day tour offers the opportunity to visit Hanoi, Mai Chau, Tam Coc, Sapa, Halong bay, Ho Chi Minh city and Mui Ne beach, Phan Thiet. Different travel activities have been added to the multisport trip – hiking, countryside cycling, trekking, highland market, homestay, boat cruise, sea kayaking, beach resort. The itinerary can be further customized to exactly suit your needs and budget.
Powerful Futures: How to future-proof yourself in a dramatically changing worldTony Ryan
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The MTL Professional Development Programme is a collection of 202 PowerPoint presentations that will provide you with step-by-step summaries of a key management or personal development skill. This presentation is on "Personality Typologies" and will explain what a personality typology is and why it is valuable in understanding and managing others.
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Group work is becoming increasingly common in the business world.
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2011 09-15 magic potion of gamification
1. The Magic Potion
of Gamification
Michael Wu, PhD
Principal Scientist of Analytics
September 16th, 2011
Gamification Summit NYC
2. what’s the magic behind gamification?
CommunalR Response Collection CCountdown
d Discovery Variable Ratio
Cross Situational
Collaboration Fun Once, Delayed Lottery Reward Schedule
Reputation Fun Always Leader-boards
Mechanics
Fixed Ratio Status Free Lunch Serendipity P i t Points
Moral Hazard Social Shell Game Communal
Reward Schedule
Modifiers of Game PlayCohesion Interval Discovery Loyalty
Rank Leader-boards Avoidance Reinforcement
Reinforcer
d Schedules Urgent Appointment Schedules Virtual Items
Reward S h d l
R
Privacy Envy Optimism Dynamic Chain SchedulesSet Completion Companion
Epic MeaningMicro Leader-boards
Loss Aversion Cascading Rolling Social Fabric of Games Gaming
ContingencyViral Game Mechanics
Free Lunch Information Physical Level Up Virality
Pride Achievement Theory Goods Behavioral Contrast Endless
Infinite Gameplay Combos Games
Disincentives Ownership Variable Interval
Reward Schedules Progression Dynamic
Fixed Interval Behavioral Momentum Blissful Ratio Reward
Real-time
Reward Schedules Extinction Productivitytwitter: mich8elwu
Schedules
Quest Mechanics linkedin.com/in/MichaelWuPhD 2
3. behavior model
▪ F B h i M d l (FBM):
Fogg Behavior Model (FBM)
• 3 Factors underlying human behavior.
• Temporal convergence of 3 factors.
MotivationAction Ability Trigger
wants can told to
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 3
4. behavior model
▪ F B h i M d l (FBM):
Fogg Behavior Model (FBM)
Trigger
• 3 Factors underlying human behavior.
• Temporal convergence of 3 factors.
vation
activation
threshold
Motiv
Action
Ability
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 4
5. what motivates people
▪ Ab h M l ’ hi
Abraham Maslow’s hierarchy of needs (1943)
h f d
Game mechanics/dynamics
being-needs
(meta-needs) status, achievements,
ranks, reputation, etc.
ranks reputation etc
deficiency social cohesion, virality &
needs most communal/community
dynamics
y
security, money
(gambling)
food, water, etc
, ,
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 5
6. what motivates people
▪ Ab h M l ’ hi
Abraham Maslow’s hierarchy of needs (1943)
h f d
Dan Pink’s intrinsic Game mechanics/dynamics
being-needs motivators (2009)
(meta-needs)
ownership, blissful productivity,
DRiVE
autonomy
Maslow’s
M l ’ meta-motivators:
t ti t serendipity, etc.
serendipity etc
mastery points, progression, level up, set
completion, etc.
l ti t
purpose epic meaning, quest, discovery,
justice, save the world, etc.
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 6
7. Watson & Skinner: Learning & Conditioning
▪H
Human b h i
behaviors are l
learned th
d through conditioning
h diti i
• Radical: disregard innate needs, only use external conditions & reinforcement
• The conditioned reinforcers (which are
usually some kind of points) are learned
and they become the motivator
• However, points themselves are not
inherently rewarding
▪ Proper use of points depends on
the reward schedule
• When, how many, and at what rate the
points are given (or taken away)
• Progression and l
P i d level up d
l dynamics
i
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 7
8. Mihaly Csikszentmihalyi: Flow
▪ Fl an optimall state off iintrinsic
Flow: ti t t ti i
motivation
• Forget about physical feelings (e.g. hunger,
sleep), passage of time, and their ego
▪ Skill ~ Challenge Flow
▪ Certainty vs. Uncertainty
• People love the control state
• b/c it gives them a sense of security & safety
/ f f
• People hate the boredom state
• People like arousal
• People dislike worry
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 8
9. Mihaly Csikszentmihalyi: Flow
▪ P l acquire skills over ti
People i kill time move i t the
into th
relaxation/boredom state steep learning curve
to get back to flow
• We are motivated by challenges, shallow
surprises, and varieties, to avoid way t hard
too h d learning
boredom curve
• IRL, matching challenge to a bit too hard
people’s skills exactly i h d
l ’ kill tl is hard
• They are either too easy (boring)
or too hard (frustrating)
too easy
▪ Gamification must adapt
& evolve with the player
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 9
10. ability: 2 perspectives
▪ U perspective: ability ( lit )
User ti bilit (reality)
▪ Task perspective: simplicity (perceptual)
activation
threshold
ation
2 ways to push a user beyond his
activation threshold
ti ti th h ld
Motiva
• Hard way: Increase his real ability
by motivating him to train & practice
• Easier way: Increase the task’s
perceived simplicity (or user’s perceived ability)
Ability
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 10
11. what is simplicity
▪ T k thatt are ttruly simple mustt not require any resources
Tasks th l i l t i
you don’t have
▪ Simplicity is a measure of your access to the following 3
categories of resources at the time when y need to
g you
perform the task
• Effort resources: physical effort + mental effort.
• Scarce resources: time, money authority/permission attention etc
time money, authority/permission, etc.
• Adaptability resources: capacity to break norms, which may be personal
(routines), social, behavioral, cultural, etc.
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 11
12. what is simplicity
▪ Si li it d d i
Simplicity dependencies
• Individual: different people have access to different resources
• Time & context: resource can be lost and become in accessible or gain
▪ Resource trade off
• Time + money
• Simplicity is a function of your scarcest resource at the time when you need to
perform the task
▪ Motivation + Ability can also trade off
• Usually happens at extreme the ends
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 12
13. perceived simplicity
▪ A task iis perceived simple if you can complete it with ffewer
t k i d i l l t ith
resources than you expect
• You expect the task to be harder
▪ S game mechanics/dynamics d i d tto simplify
Some h i /d i designed i lif
• Divide and conquer
• Cascading information theory
• Chaining reward schedules
• Behavioral momentum (people’s tendency to follow personal norms, routines)
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 13
14. what is a trigger and why is it needed
▪ S thi th t prompts or tells the users to carry outt the
Something that t t ll th t th
target behavior now.
• User must aware of the trigger.
• Must understand what the trigger means.
▪ Why a trigger is necessary
• Unaware of his ability (e.g. unaware of options or simplicity of task)
• Hesitant (e.g. question his motivation)
• Distracted (e.g. engaged in another routine activity)
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 14
15. trigger depends on behavioral trajectory
▪ H ability b t nott motivated: S k
Has bilit but ti t d Spark
• built-in as part of the motivation mechanism
▪ Motivated but lack ability (or perceived
Motivated,
ability): Facilitator activation
ation
• highlights the task’s simplicity threshold
Motiva
• often used with the progress bar dynamics to
create anticipation as user improve towards his
goal
▪ Has ability and motivated: Signal
• should only serve as a reminder Ability
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD 15
16. trigger depends on gaming personality
Bartle type Characteristics Effective trigger
Killer (<1%) highly competitive challenge them
Socializer hate confrontation, followers, value
, , show that their friends are
~80% relationship doing it
Achiever spark trigger associated
driven by status (i.e. special access, etc.)
~10% with an status increase
Explorer driven by discovery & uniqueness of their call upon their unique skill,
~10% contributions, hate spatial & temporal limits no time pressure
▪ Trigger is all about timing!
• Poorly timed trigger: spam mails + p p ups ads
y gg p pop p
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17. an evaluative framework+ a design paradigm
▪ If we k why gamification works, th
know h ifi ti k then…
• We can evaluate the effectiveness of any gamification strategies
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18. speed camera lottery
▪ M ti ti
Motivation:
win $ lottery
▪ Abilit
Ability:
the player is driving,
and has the ability to
y
slow down the car
▪ Trigger:
gg
lottery sign on camera
fixture
• thi is a spark t i
this i k trigger
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19. an evaluative framework + a design paradigm
▪ If we k why gamification works, th
know h ifi ti k then…
• We can evaluate the effectiveness of any gamification strategies
• We can design and create new gamification that drives a specific action
• It’s all about driving players above the activation threshold by temporal alignment of
1. Motivating them by positive feedback
2. Increasing their ability (or perceived ability) by simplifying the behavior
3. A d th applying th proper t i
3 And then l i the trigger at the right ti
t th i ht time
▪ The magic formula of gamification
• Place the proper triggers in the behavioral trajectory of motivated players at
players,
the moment when they feel the greatest excess in their ability
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20. reference
▪ M bl articles on gamification (hyperlinked: clickable in pdf)
My blog ti l ifi ti
• Gamification from a Company of Pro Gamers
• The Magic Potion of Game Dynamics
• Gamification 101: Th P
G ifi ti 101 The Psychology of M ti ti
h l f Motivation
• Simplicity Counts - Even in Gamification
• The Final Touch: Trigger and Gamify
• No Game No Gain: Realizing the ROI of Your Facebook Fans
Game,
• The Future of Enterprise Software will be Fun and Productive
• Real Life Gamification: The Good, the Bad, and the Ugly
• What is Gamification, Really?
• The Gaming Industry, Gamification, and Work
• Gamification beyond Business and Future Challenges
• Few more to come before I close this chapter, so follow me on twitter or g+
p g
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21. Thank you
Q&A + Discussion
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