This document provides an introduction to gamification and funerals business. It defines gamification as using game elements and design techniques in non-game contexts to engage users and solve problems. The document discusses how gamification is being used by major companies and industries to increase engagement, which leads to loyalty and revenue. It also explores using gamification for behavior change and provides an overview of how to design a gamification system using frameworks like defining objectives, understanding player types, and creating activity loops. The document emphasizes that gamification is not just making everything a game and recommends designing gamification systems using a human-centered approach.

1. AN INTRODUCTION
TO FUNORMALING
BUSINESS
Alireza Ranjbar SHourabi

2. Gamified or Gamifyed!
re based on the number of the typos you can f
Count conceptual conflicts in my speech!
And
Win a free Gamification session!

3. Alireza Ranjbar SHourabi
 Problem Designer (Game Designer)
 Problem Solver (Gamification Designer)
 Electrical Engineer (IUST)
 Animation & Game (Mobile – Desktop)
 Business (Creativity – GrowthHacks)
 Photography(Hobby)

4. This Presentation
 What is Gamification
 What is not Gamification
 Definitions and Samples
 Why is it valuable? Where does the power
come from?
 How to Gamify?

5. Gamification?

6. Gamification is …
 Learning from games and their abilities to
connect with people.
 Using game elements while knowing that
a game is a lot more.
 Thinking like a game designer.
 Having objectives other than winning in
the game.
 Appreciating FUN!
 Much HARDER than it appears!

7. A simple visual definition

8. Definitions
 The use of game elements and game design
techniques in non-game contexts.
 The process of game thinking and game
mechanics to engage users and solve
problems.
 Gamification is the concept of applying game-
design thinking to non-game applications.
 the application of typical elements of game
playing to other areas of activity, typically as
an online marketing technique to encourage
engagement with a product or service.

9. Game Elements & Mechanics

10. Game Elements & Mechanics
 Score Points
 Badges
 Achievements
 Quests
 Leader boards
 Currency
 Level
 Experience

11. Gamification is NOT …
 Making a 3D virtual world
 Making everything a game
 Game theory
 Just PBLs
 Simulations or serious games
 Windows solitaire

12. Gamification is NOT …

13. Major Industries using
gamification

14. Who is using it?
 Microsoft
 Nike
 SAP
 American Express
 Major League Baseball
 Salesforce.com
 AXA Equitable
 CodeAcademy
 Deloitte
 Samsung
 EMC
 Foursquare
 Stack Overflow
 USA Networks
 LiveOps
 Dell
 Kaiser Permanente
 Foot Locker
 Opower
 eBay
 Cisco
 Recyclebank
 Universal Music
 Siemens
 Yelp
 Verizon

15. Sample : Pain Squad

16. Sample : Foldit

17. Sample : Zamzee

18. Sample : Khan Academy

19. Engagement = Loyalty
 Connection between consumer and a product
or service
 Recency
 Frequency
 Duration
 Virality
 Ratings
 Loyalty is no longer private!
 Behind engagement, revenue follows!

20. Usage : External / Internal
 External
 Marketing
 Sales
 Customer engagement
 Internal
 HR
 Productivity enhancement
 Crowd sourcing

21. External Usage

22. Internal Usage

23. Usage : Behavior Change
 Health and wellness
 Sustainability
 Personal finance
 Social good applications
 Social Entrepreneurship

24. Behavior change usage

25. Behavior change usage

26. Games : where the power
comes from
 Games are able to get people to take actions
that they don’t always know they want to take,
without the use of force, in a predictable way.
 3 Central components
 Pleasure
 Rewards
 Time
 Name two that are more powerful than Games!
and win a free gamification session!

27. How can we know games are
powerful?

28. How can we know games are
powerful?

29. What is a Game? And Why
people Play?
Mastery – Destress – Having
fun - Socialize

30. What is a Game?
 Has Goal(s) = Objective(s)
 Has Rule(s) = Limitation(s)
 Has Balance of structure and exploration
 Needs Attitude = Following rule(s)
 Voluntarily overcoming unnecessary obstacles

31. Games & Gamification
 Real World  Games
 Creating unnecessary obstacles
 Video games when used best provide
experiences to people.
 Games  Real World
 Helping with situations at hand
 Gamification when used best provides motivation
to participate in a behavior.

32. How to Gamify … Simple Intro
 Thinking like a game designer
 You’re Not a game designer
 You’re Not a gamer
 Know the players, Get the players playing and
Keep them playing
 Your participants are your players
 Engage your players

33. Use a gamification Canvas

34. Use a Gamification Framework

35. Engage with FUN
 “In every job that must be done, there is an
element of fun. You find the fun and snap!
The job’s a game.” Mary Poppins
 Fun
 Hard
 Easy
 Altered state
 Social
 Fun can (and Should) be designed

36. Design – Design Thinking – Game
Design Thinking

37. Gamification Design
 Hire a Designer
 
 Gartner 80%
 But know (game) design thinking
 Purposive
 Human centered
 Balance of analytics and creativeness
 Iterations and iterations

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

39. Player/User types

40. Type : Explorer

41. Type : Acheivers

42. Type : Socializers

43. Type : Killers

44. Activity Loop : Engagement
Loop

45. Activity Loop : Progression
Loop

46. Fun
 Winning
 Problem-solving
 Exploring
 Chilling
 Teamwork
 Recognition
 Triumphing
 Collecting
 Surprise
 Imagination
 Sharing
 Role Playing
 Customization
 Goofing off

47. Tools (Before us)
 Badgeville
 Bunchball
 Mozilla open badges
 Bigdoor
 Gigya
 LevelEleven
 gametize
 Lithium Technologies

48. Win the Gamification in 4 levels
 Know your user
 Identify your mission
 Apply game mechanics
 3M
 Manage
 Monitor
 Measure
 Remember : Gamification is data driven

49. Win the Gamification Make no
Misstake
 Misstake: Focus on Competition
 Misstake: No Clear Gamification Goals
 Misstake: Too Many Rewards
 Misstake: No Motivation
 Misstake: Misusing Points and Badges
 Misstake: Short-Term Thinking
 Do : Choose a behavior built for long term
 Do : Use variable interval rewards (operant
conditioning)
 Do : Add new elements over time

50. Gamification Forecast and
Future

51. Gamification Forecast and
Future

52. Sight

53. THANK YOU FOR
LISTENING
Alireza Ranjbar Shourabi @ARSHourabi