The document discusses gamification, highlighting its role in engaging users and influencing behavior by integrating game mechanics in various sectors. It emphasizes the importance of designing customer journeys that foster attention and loyalty to outperform competition, projecting a significant growth in the global gamification market. Key frameworks and applications of gamification, along with the balance between fun and manipulation, are also outlined.

1. About Gamification
ALIREZA RANJBAR SHOURABI
@ARSHOURABI

2. @ARSHourabi
u @ALMgames (game studio)
u @Faranesh (e-learning platform)
u @Hamsaa (innovation social network)
u @Fanap (fintech)
u @IGA : Iran Gamification Association
u @Roshdino : Growth Hacking event
u and Some other Startups

3. Gashte Police +100k

4. The WAR
u Profit
u Attention
u Loyalty
u Desired behavior
u To be Selected over competition
u So we have to design a journey to get the desired behavior that includes
attention and loyalty which will make customers select us instead of
competition that will result in our profit!

5. Let’s see a usage

6. Global Market
uGamification
Market worth
11.10 Billion
USD by 2020

7. How to affect Human behavior
u Inspiration
u the process of being mentally stimulated to do or feel something
u especially to do something creative.
uManipulation
u handle or control (a tool, mechanism, information) in a skillful manner.
u control or influence (a person or situation) cleverly or unscrupulously.

8. Let’s see a usage

9. Manipulation or Motivation ?
u Primal needs
u Fear and force
u Fun and games
u Which one is the most powerful one?
u Which one in controllable?
u Which one is designable, predictable and repeatable?
u Which one is humane?

10. Fun
Is designable and can be used
for good and evil by choice!

11. Let’s see a usage

12. Gamification Definition
The Process of Game Design-Thinking
and game Mechanics To Engage
users and Solve Problems.

13. Game Mechanics

14. Game Mechanics

15. Flow
u Mihaly Csikszentmihalyi
u Being in the zone

16. Gamification is …
u Learning from games and their abilities to connect with
people.
u Using game elements while knowing that a game is a lot
more.
u Thinking like a game designer.
u Having objectives other than winning in the game.

17. Let’s see a usage

18. Types and Divisions
u Structural / Content
u Exterior
u Interior
u Social Good
u Customer / Employee

19. Main Usage

20. GMC

21. Framework

22. MDA Framework

23. Prof. Kevin Werbach : A design framework
u 1. DEFINE business objectives
u 2. DELINEATE target behaviors
u 3. DESCRIBE your players
u 4. DEVISE activity loops
u 5. DON’T forget the fun!
u 6. DEPLOY the appropriate tools

24. 4 Dominant Applications
uProduct Gamification
uWorkplace Gamification
uMarketing Gamification
uLifestyle Gamification

25. Fitocracy

26. Habit RPG

27. Chore Wars

28. The Narrative

29. The Numbers

30. A glimpse of the future

31. Thank you for Listening!
ALIREZA RANJBAR SHOURABI
@ARSHOURABI