Lecture presentation on 11.12.2013 in FHNW HSW - Elective Social Media and Customer Experience The Lecture focuses on the introduction of Games, Game Industry and Gamification and concludes with three gamification sprint exercises. You can hear the lecture recording on "https://soundcloud.com/safak-korkut/lecture-on-games-and" please be aware that the recording starts after 27th slide.

1. Elective Social Media and Customer Experience
Games and Gamification
IWI – Safak Korkut
Thursday 12 December 13
11.12.2013
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2. Safak Korkut is me.
I am interested in the latest technologies, new communication concepts,
games, data visualizations and social media development.
I am also a professional filmmaker, project developer, game designer
and MSc co-mentor, guest lecturer.
IWI – Safak Korkut
Philip Toledano
Thursday 12 December 13
11.12.2013
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3. Learning Outcomes
Students should be able to:
• read, watch, and filter autonomous information about gamification
• understand what defines a game
• understand basics of video game industry
• understand what gamification and its principals are
• apply gamification to the marketing problems
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4. YES
IWI – Safak Korkut
Philip Toledano
Thursday 12 December 13
Laptops. Smartphones. Social Media.
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5. YES
NO
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Philip Toledano
Thursday 12 December 13
Laptops. Smartphones. Social Media.
Work. Emails.
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6. YES
NO
MUST
IWI – Safak Korkut
Philip Toledano
Thursday 12 December 13
Laptops. Smartphones. Social Media.
Work. Emails.
Comfort. Creativity. Opinions.
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7. So, do you follow a strict flat-screen diet?
laptop.
game console.
iphone.
tablet.
internet contract.
facebook.
whatsapp.
twitter.
linkedin.
xing.
foursquare.
IWI – Safak Korkut
Philip Toledano
Thursday 12 December 13
gta v.
call of duty.
tetris.
draw something.
angry birds.
candy crush.
clash of clans.
limbo.
temple run.
minecraft.
desert bus.
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8. Games.
IWI – Safak Korkut
Philip Toledano
Thursday 12 December 13
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9. Desert Bus (1995)
The objective of the game is to drive a bus from Tucson, Arizona to Las
Vegas, Nevada in real time at a maximum speed of 45 mph. The feat
requires 8 hours of continuous play to complete, since the game cannot
be paused.
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10. HANDS UP!
Players form a group of 4-5 people.
Each player lifts one hand up.
Player one starts and indicates another player.
The player, who is indicated, looses a finger.
The turn moves to the next player (clockwise).
The winner is the last finger standing.
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11. IWI – Safak Korkut
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12. What is a Game?
Goal.
Rules.
Feedback.
Voluntary participation.
(McGonigal, J., Reality is broken: Why Games Make Us Better and How They Can Change the World, The Penguin Books, 2011)
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13. What is a Game?
Playing a Game is the voluntary attempt to overcome
unnecessary obstacles.
(McGonigal, J., Reality is broken: Why Games Make Us Better and How They Can Change the World, The Penguin Books, 2011)
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14. What is a Game?
Extrinsic Motivation. Intrinsic Motivation.
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Philip Toledano
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15. What is a Game?
Extrinsic Motivation. Intrinsic Motivation.
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Philip Toledano
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16. Who is playing games?
Games are for kids.
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17. 35
Who is playing games?
Games are for kids.
Average age
http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
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18. Myth or Fact?
Seriously?
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19. Myth or Fact?
31
Gamers under 18.
Seriously?
%
http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
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20. Myth or Fact?
Games make kids violent.
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21. Myth or Fact?
80
are
pu
rc
ha
sed
by
ad
ul t
s.
Games make kids violent.
Ga
me
s
%
http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
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22. Fact!
As video games have become more popular in the U.S., violent
crime has decreased dramatically, particularly among youth.
(U.S. Dept. of Justice - Federal Bureau of Investigation, Preliminary Annual Crime Stats, 2012; The NPD Group, Inc./Retail Tracking, 2012)
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23. Myth or Fact?
Games are waste of time.
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24. 10K
Myth or Fact?
hours of gameplay by 21.
Games are waste of time.
http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.html
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25. Learning with Games
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26. Learning with Games
http://communities.ptc.com/docs/DOC-2368
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27. Learning with Games
http://www.youtube.com/watch?v=vrIccKvq2Kg
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28. Video Games and the Luden Revolution
http://popchartlab.com/products/the-evolution-of-video-game-controllers
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29. IWI – Safak Korkut
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30. Video Games and the Luden Revolution
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
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31. Video Games and the Luden Revolution
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
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32. Video Games and the Luden Revolution
$500
$373
$285
MILLION
MILLION
MILLION
IN 1 DAY
IN 10 DAYS
IN 10 DAYS
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
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33. Video Games and the Luden Revolution
$800
$373
$285
MILLION
MILLION
MILLION
IN 1 DAY
IN 10 DAYS
IN 10 DAYS
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34. Video Games and the Luden Revolution
$1000 $373
$285
MILLION
MILLION
MILLION
IN 1 DAY
IN 10 DAYS
IN 10 DAYS
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35. Video Games and the Luden Revolution
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
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36. Wii Fit
http://www.youtube.com/watch?v=CFhrYBWkt0M
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37. Xbox Kinect
http://www.youtube.com/watch?v=4OMLjXRfaDQ
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38. Online games
http://mashable.com/2010/11/19/social-gaming-mainstream/
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39. Candy Crush Saga (2012)
Candy Crush Saga is a match-three puzzle video game released by the
developer King. The game, played mostly on mobile phones, has been
downloaded more than 500 million times, counts 282 million active
players per month and takes in an estimated $901,505 per day.
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40. Social games
http://www.smartkpis.com/blog/wp-content/uploads/Social-games.png
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41. Social games
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rld
wo n
e
th atio
of ul
1% pop
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42. Games are designed to trigger our intrinsic motivation.
This can lead to an addiction.
Facing this problem, the game industry and researchers
started to study the phenomenon.
Result: They set up a process to design games from the scratch,
managing intrinsic motivation and addictive game elements.
As a side effect: Gamification.
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43. Gamification.
IWI – Safak Korkut
Philip Toledano
Thursday 12 December 13
11.12.2013
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44. What is Gamification?
Gamification is the integration of Game Mechanics
in non-game environments to increase audience
engagement, loyalty and fun.
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45. IWI – Safak Korkut
11.12.2013
http://fold.it/portal/
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46. Foursquare
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47. Foursquare
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48. Foursquare
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49. Gamification
Gamification, the process of applying the psychological
and sociological factors that drive intense game play
to consumer measurement, enables us to understand
the thought process behind consumers’ willingness
to participate in and comply with consumer behavior
and attitude measurement tasks.
http://web.fhnw.ch/plattformen/blogs/gamifyu/2013/08/07/gamification/
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50. Marketing Strategies with Gamification
- Increase in the frequency of purchase
- Boost the value per purchase
- Encourage usage of a new sales channel
- Drive new product/service adoption
- Perform consumer profiling
- Conduct new customer acquisition
- Obtain feedback
- Upsell/cross-sell
http://www.mobilemarketer.com/cms/opinion/columns/10671.html
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51. Nike Plus app
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52. Nike Plus Universe
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53. Zombies Run!
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54. Zombies Run!
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55. Gamified Applications
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56. Mechanics for Gamification
‣
‣
‣
‣
‣
‣
‣
‣
points
achievements
badges
levels
progress bars
leaderboards
virtual currency
rewards
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57. Donald Norman - The Design of Everyday Things
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58. Donald Norman - The Design of Everyday Things
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59. Ze
n
Challenge
G
am
e
M
ec
ha
ni
c
Anxiety
Boredom
Time Spent
http://www.goodreads.com/book/show/66354.Flow
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60. What is not Gamification?
Early-on gamification involved adding simple game mechanics
like points, badges and leaderboards to websites and apps.
But that’s not what makes games truly compelling.
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61. What is not Gamification?
Early-on gamification involved adding simple game mechanics
like points, badges and leaderboards to websites and apps.
But that’s not what makes games truly compelling.
Good games take players on a journey, giving them something
to learn, master and share.
Gamification 2.0 is about creating game-like digital services
that shape real-world behavior and deliver deep value
to players, — using a blend of intrinsic and extrinsic motivations.
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62. Vocabulary Check
Express
Compete
Explore
Cooperate
http://www.slideshare.net/amyjokim/beyond-gamification-7-core-concepts-for-creating-compelling-products
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63. Seven Golden Rules of Gamification 2.0
1. Know who’s playing — design for their social style
2. Build Positive Emotions into your core activity loop
3. Build a system that’s easy to learn and hard to master
4. Design for Onboarding (Tutorial), Habit-Building, and Mastery
5. Use Progress Mechanics to “light the way” towards learning and mastery
6. As players progress, unlock greater challenges and complexity
7. Deliver intrinsic motivations like Power, Autonomy and Belonging
http://www.slideshare.net/amyjokim/beyond-gamification-7-core-concepts-for-creating-compelling-products
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64. Octalysis: Gamification Framework
http://www.yukaichou.com/gamification-examples/octalysis-complete-gamification-framework/
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65. Octalysis: Gamification Framework
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66. Octalysis: Gamification Framework
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67. Octalysis: Gamification Framework
http://www.habitrpg.com
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68. HabitRPG
http://www.kickstarter.com/projects/lefnire/habitrpg-mobile
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69. Workshop.
IWI – Safak Korkut
Philip Toledano
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70. Gamification Sprint (10’)
As a Facebook follower of Sunrise, you can receive every weekend
free minutes and SMS.
- Create a Facebook/GoogleGlass competition to promote the give-aways.
- Draw the Octalysis of your competition.
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71. Sunrise Campaign
FHNW ICC, Elective Social Media and Customer Experience, Workshop Results, 11.12.2013
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72. Sunrise Campaign
FHNW ICC, Elective Social Media and Customer Experience, Workshop Results, 11.12.2013
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73. Gamification Sprint (10’)
Unser Bier is running a new campaign with code promotion (inspired
by Coca Cola). They are facing a problem, motivation of power-users
is dropping dramatically 3 months before the promotion ends.
- Define a group of power-users
- Sketch an innovative idea to keep motivation
- Draw the Octalysis of your idea.
IWI – Safak Korkut
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74. Unser Bier Campaign
FHNW ICC, Elective Social Media and Customer Experience, Workshop Results, 11.12.2013
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75. Gamification Sprint (10’)
Based on the 2013 half year report, Easyjet lost big part of her coverage
in continental Europe to the competitors. The CEO called your agency,
and gave you and your team the opportunity to design a loyalty system
which would make all the passengers go crazy!
- Motivate new passengers with easy-to-earn rewards
- Motivate frequent flyers with desirable challenges
- Motivate lost passengers with an innovative system
(discounts/points)
http://boardingarea.com/flyingwithfish/2010/04/29/not-using-your-frequent-flyers-miles-is-like-giving-airlines-free-money/
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76. Thank you!
gamifyu.org
@safakkorkut
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