This document discusses using game elements and design in non-game contexts, known as gamification. It provides examples of gamification being used in education games and by organizations. The key aspects of games that make them fun and engaging are discussed. The document then covers game elements, mechanics, dynamics and components that can be utilized in gamification. It also addresses criticisms of gamification and the importance of not using it to manipulate behavior.

1. Collaboration
Through Gamification
by Ram Srinivasan
Agile Coach and Trainer
@ramvasan
email@ramvasan.com

2. Collaboration
Through Gamification
#AI2013-Gamify

3. About me

4. About me

5. Disclaimer
I was trained as an engineer, do not have an
academic degree in what I am going to talk about

6. Disclaimer
I am not a gamer, though
I progressed from
toto

7. What is a Game?

8. Game: Voluntarily Overcoming
Unnecessary Obstacles
Pre-lusory Goals, Rules, Feedback, Lusory Attitude
(voluntary participation + spirit of the game + ...)

9. It is Fun and Engaging

10. Work is as Engaging and
Fun as Games?
What if ...
● Employee engagement - statistics
● Lew Platt -"If HP knew what HP knows
..."

11. Work be as Engaging and
Fun as Games?
Why Should ...
● The new workforce
● Organizational Health - Happiness@Work

12. The use of game-elements and game-design
techniques in a non-game context
Gamification is...
Gamification
Game
Principles
Theory
Content

13. Non- Game Context

14. Non- Game Context
World Peace Game

15. Non- Game Context
Quest 2 Learn

16. Non- Game Context

17. Non- Game Context
Source:
http://agilitrix.com/wp-content/uploads/2012/06/630x393xInnovation-Games-for-Lean-Startup.001-630x393.jpg.pagespeed.ic.G1asLCIizN.jpg
Innovation Games®

18. Non- Game Context

19. Greenpeace exists because this fragile earth deserves a
voice. It needs solutions. It needs change. It needs action.
Greenpeace is an independent global campaigning
organisation that acts to change attitudes and behaviour, to
protect and conserve the environment and to promote
peace.

20. Why Solar Power?
● Fossil fuels are polluting, and their extraction damages
the environment and displaces people
● Fossil fuels are the largest driver of climate change
● Fossil fuels are finite in supply
● Solar power is falling in cost
● Solar can be deployed more quickly at a local level
The problem:
Educate people to adopt solar energy to power their homes

21. ● No need for expensive
grid connection to remote
villages
● Rural communities can be
self-sufficient in energy
● Bihar is energy poor but
(like much of India) has
high solar potential
● DRE model being
embraced by politicians
and villagers

22. Aspect of a Challenge
● The Motive - Why? Because...
● What prevents ?
Has a noun and a verb
Example Challenge:
Childhood obesity is a growing concern
Aspects of the challenge:
Kids eat junk because it is easily available
Kids don't exercise because they play more video games

23. Goal of this exercise:
Generate ideas on how we can
educate people about solar energy

24. The use of game-elements and game-design
techniques in a non-game context
Gamification is...
● Language Quality
Game
● World Peace Game
● Quest to learn
● Stackoverflow
● Nike +

25. Game Elements: Empires and Allies
ResourceC
ollectionPoints
Quests Avatar
Social
Graphs
Progression
Levels

26. Game Elements- Not just PBLs
Dynamics
Constraints, Emotions, Narratives,
Progression,Relationships
Mechanics
Challenges, Chance, Competition,
Cooperation, Feedback, Resource
Acquisition, Rewards, Transactions,
Turns,Win States
Components
Achievements, Avatars, Badges,
Boss Fights, Collections, Combat,
Content Unlocking, Gifting,
Leaderboards, Levels, Points,
Quests, Social Graphs, Teams,
Virtual Goods
Please see the cheat sheet for elements' explanation
Dynamics
Big picture aspect
of the gamified system
that you would have to
consider and manage that can
never directly enter the game
Mechamics
Basic processes that drive the action
forward to generate player engagement
Components
Specific instantiations of mechanics and dynamics
The Game Element Hierarchy

27. Debrief our Game - Game Elements
Game: Pre-lusory Goals, Rules, Feedback, Lusory Attitude
(voluntary participation + spirit of the game + ...)

28. Debrief our Game - Game Elements
● Pre-lusory Goals ?
● Rules ?
● Feedback ?
● Lusory Attitude (voluntary participation + spirit of the
game + ...) ?
● Game Elements ?

29. As a team, Identify the Game Elements in Scrum?
How many can your team get?
Scrum Master
Product
Owner
Scrum Team
Image Source: http://scrumbook.files.wordpress.com/2010/10/2010_12_05_scrum-framework.jpg

30. The use of game-elements and game-design
techniques in a non-game context
Gamification is...
● Language Quality
Game
● World Peace Game
● Quest to learn
● Stackoverflow
● Nike +

31. How to Get a Horse to Drink Water?
Tell it that water is good for it
Show it enticing picture of water
Offer it money
Warn it that if it does not, it will be
punished
Set up a water drinking skills training
program
Devise water drinking regulations
Put up signs pointing the way to the
pond
Show another horse doing it
Add some salt to oats

32. Human
Psychology
Technology
(Web/Mobile &
Social Media)
Game
Design
Behavioral
Economics
Game Design

33. Human
Psychology
Technology
(Web/Mobile &
Social Media)
Game
Design
Behavioral
Economics
Game Design look at Aspects of the Problem

34. Some Aspects of Collaboration -
Appeal to Why and What Prevents...?
● What's in it for me?
● Communication
● Tribalism
● Co-Creation
● Vulnerability based trust
● Asymptotic Inequality
● Positivity / likability
● Competitiveness

35. Focus on the higher purpose

36. WTF !!
What's the
Formula?

37. What's the Formula?
● DEFINE business objective

38. DEFINE business objective

39. What's the Formula?
● DEFINE business objective
● DELINEATE target
behavior

40. DELINEATE target behavior
Source: http://www.behaviorgrid.org/

41. What's the Formula?
● DEFINE business objective
● DELINEATE target behavior
● DESCRIBE your players

42. DESCRIBE your players

43. What's the Formula?
● DEFINE business objective
● DELINEATE target behavior
● DESCRIBE your players
● DEVISE activity loops

44. DEVISE activity loops

45. What's the Formula?
● DEFINE business objective
● DELINEATE target behavior
● DESCRIBE your players
● DEVISE activity loops
● DON'T forget the fun

46. DON'T forget the fun

47. What's the Formula?
● DEFINE business objective
● DELINEATE target behavior
● DESCRIBE your players
● DEVISE activity loops
● DON'T forget the fun
● DEPLOY appropriate tools

48. DEPLOY appropriate tools
Dynamics
Big picture aspect
of the gamified system
that you would have to
consider and manage that can
never directly enter the game
Mechamics
Basic processes that drive the action
forward to generate player engagement
Components
Specific instantiations of mechanics and dynamics
The Game Element Hierarchy

50. "gamey-ness"
Foursquare
Gowalla Goal Mafia
LinkedIn
Facebook
Twitter
Wii
Farmville
iMoveYou
Groupon
lots of game
mechanics
few game
mechanics
no change
more change
Nike Plus
Philips DirectLife
Stickk.com
Epic Win App
Health Month
Waze
Your Credit Score
Zoosk
Starcraft 2
Mint
TweetWhatYouEat
earndit.com
Fitbit
geocaching
AccuFuel
Ford Hybrid Efficiency
Display
Prius Efficiency
Display
MindBloom
goMiso
Tunerfish
GetGlue
OPower
eBay
Freecycle
LiveStrong
43Things
Joesgoals
GoalTribe
Squidoo
750words.com
FatDrop.pr
scvngr
XBox Live
Ecopetts
kairoslabs
HopeLab
Didget
Vivecoach
PS3
Move
sparkpeople.com
Voxiva
Kinect
fit
source: http://bit.ly/gamescape
Realworld(awayfrom
computer)behavioralchange

51. Dopamine

52. Reward System - Mesolimbic Pathway

53. Activity and Feedback Cycle
Motivation
Action
Feedback
(Reward)

54. Maslow's Hierarchy and Dopamine
Self-
Actualization
Esteem
Acceptance
Safety, Security
Physiological needs (survival)
Air, Water, Shelter, Food, Sex, Sleep
Self-
Actualization
Adventure, diversions, drugs,
alcohol, gambling, religion,
money, material rewards
Natural addiction on dopamine-induced survival
behavior (food, sex, safety, power, acceptance,
access, approval, attention, esteem, status)

55. How can I ...
Improve the team's morale and help them collaborate
Help my team so that they can manage themselves
...
Get someone visit our website often
...
Make someone buy our inferior
product
...
Get someone to do anything
I want them to do

56. Criticisms: Ian Bogorst "Gamification is Bullshit"
".. marketing bullshit, invented by consultants as a means to capture
the wild, coveted beast that is videogames and to domesticate it for use
in the grey, hopeless wasteland of big business, where bullshit already
reigns anyway"
"Viagra for engagement dysfunction"
"I've suggested the term "exploitationware" as a more accurate name
for gamification's true purpose"
"For the rest, those of you who would consider that games can offer
something different and greater than an affirmation of existing
corporate practices, the business world has another name for you: they
call you 'leaders'. "
source:http://www.bogost.com/blog/gamification_is_bullshit.shtml

57. Extreme Gamification
Sight - A short futuristic film by Eran May-raz
and Daniel Lazo.
http://vimeo.com/46304267
Reproduced with permission from Daniel Lazo.

58. Thank you !!
Wharton Digital Press for
giving me copies of "For
the Win"
Available at Infibeam
http://v.gd/forthewin
Shroff publishers for
giving me copies of
"Gamification by Design"
Available in India

59. The Game Continues...
email@ramvasan.com
http://ramvasan.com
http://linkedin.com/in/ramvasan
@ramvasan