The document discusses principles of conservative gamification, which aims to transform non-game activities into games while adhering closely to definitions of games. It outlines philosopher Johan Huizinga's definition of play and how conservative gamification is guided by applying Huizinga's principles. These include making play voluntary, separating it from reality, avoiding negative stress, having no external rewards, clearly defining time/space, and using fixed rules. The document provides examples of applying these in gamification and evaluates a case study where sales training for an optics chain was gamified based on these principles.
Using Game Mechanics to Design Serious GamesTara Aiken
A presentation I gave at FocusOn Learning in San Diego, CA in 2017 to simplify the game design process for instructional designers.
All resources and links to videos played as examples are included at the end.
Game mechanics are one way to create an engaging experience that will result in a more focused and productive employee. But game mechanics far beyond points or badges. They are the structures and mechanics that leverage core human needs to drive behaviors along a predictable path. The key to understanding how to effectively implement game mechanics is to understanding the underlying human needs that are met by the mechanic.
Gamification: A New Way to Influence BehaviorAndy Petroski
9/17/13 IABC Harrisburg presentation
Many slides thanks to Charles Palmer (http://www.slideshare.net/charlespalmerhu)
Gamification is the concept of applying game techniques to non-game environments. It emerged from customer loyalty programs based primarily on number of purchases.
In the past few years, marketers have expanded upon early customer loyalty programs and applied techniques from games (like story, levels, competition, leaderboards, challenges, etc.) to increase customer engagement, loyalty and, ultimately, purchases & satisfaction.
Unlike basic marketing techniques that depended on purchase frequency or amount to trigger rewards, gamification is often a more frequent reward system with ongoing rewards coming in the form of what is traditionally gameplay feedback.
Beyond marketing, gamification is being used to motivate learners in education and impact behavior change in healthcare.
Using Game Mechanics to Design Serious GamesTara Aiken
A presentation I gave at FocusOn Learning in San Diego, CA in 2017 to simplify the game design process for instructional designers.
All resources and links to videos played as examples are included at the end.
Game mechanics are one way to create an engaging experience that will result in a more focused and productive employee. But game mechanics far beyond points or badges. They are the structures and mechanics that leverage core human needs to drive behaviors along a predictable path. The key to understanding how to effectively implement game mechanics is to understanding the underlying human needs that are met by the mechanic.
Gamification: A New Way to Influence BehaviorAndy Petroski
9/17/13 IABC Harrisburg presentation
Many slides thanks to Charles Palmer (http://www.slideshare.net/charlespalmerhu)
Gamification is the concept of applying game techniques to non-game environments. It emerged from customer loyalty programs based primarily on number of purchases.
In the past few years, marketers have expanded upon early customer loyalty programs and applied techniques from games (like story, levels, competition, leaderboards, challenges, etc.) to increase customer engagement, loyalty and, ultimately, purchases & satisfaction.
Unlike basic marketing techniques that depended on purchase frequency or amount to trigger rewards, gamification is often a more frequent reward system with ongoing rewards coming in the form of what is traditionally gameplay feedback.
Beyond marketing, gamification is being used to motivate learners in education and impact behavior change in healthcare.
An overview on what Gamification is all about, and how to crafting a strategy based on human motivation and engagement styles.
For the most up to date version of this deck, please head over to http://www.slideshare.net/gametize/gamification101.
Gamification: The reality of what it is and what it isn'tTNS
Kyle Findlay, TNS Global Brand Equity Centre, South Africa and Kirsty Alberts, TNS Global Brand Equity Centre, South Africa
"Gamification" is a buzzword currently reverberating across the internet - but how much of it is hype vs. reality? Sitting at the cross-roads between behavioural economics and video games, gamification brings behaviour change methodologies into the digital age by explicitly providing us with the mechanics to improve user engagement. In theory, "gamifying" any process, from filling in tax forms in the real world to shopping on Amazon.com, should increase user engagement and overall satisfaction. The presentation will test these claims. It will investigate just what gamification really is and what it is not. The presenters will highlight recent research they have conducted into this topic along with interviews with various members of some of the tech companies that are at the forefront of this trend.
Game On: From Game-Zero to Gaming in No Time - UX Cambridge 2011Ryan Haney
Innovation games work and are a great addition to your UX tool-kit. They save time, help to build better products, can help difficult teams to collaborate and generally are more fun. But introducing these games to an unreceptive or even receptive organisation can be a challenge. Knowing which games to use and when to use them, getting stakeholder and team member buy-in, and bringing games out of product definition workshops and in to everyday/weekly meetings can feel like an uphill battle.
In this collaborative session we'll explore ways to overcome these hurdles. We'll look at strategies to get comfortable with playing games as well as ways to get your entire organisation to embrace them.
Gamification Design is komplex and depends on its context. But this 5 pillars represent the least common denominator of most of the game-like-environments and so, from our experience, also of sustainable Gamification approaches.
Beyond Gamification: Architecting Engagement Through Game Design ThinkingDustin DiTommaso
Gamification is the process of applying game design elements to non-game contexts in order to drive user engagement, influence behavior and improve the user experience associated with digital products and services. Over the past year, the practice of gamification has exploded, fueled by marketing hype, media curiosity and spirited debate. While much of the discussion has revolved around extrinsic reward mechanisms as a panacea for customer loyalty and engagement, the most important and effective motivational dynamics of games have been left on the table.
In this presentation I’ll cut through the hype and draw from the fundamentals of game psychology, double-tapping into the techniques game designers use to motivate, engage and guide players through a game’s lifecycle. In doing so, I’ll lay out a model for architecting user engagement, directing behavior and satisfying the needs of both users and business alike.
Serious Games - How to use the most powerful communication tool of the next g...Nico King
The first step to effective communication is getting people’s attention, but what comes next? Learn from examples in Advergaming, Staff Training, and Games For Change to find out why they are effective at translating ideas into first-person experiences, and how that can be applied to businesses today.
Following on from my last set of Core Principles of Gamification, here is a new slide deck outlining what the difference between game mechanics is compared to gamification elements. It also provides the 52 gamification mechanics and elements to use in projects as well as the Periodic Table of Gamification Elements.
Gamification is use of game based mechanics to stipulate engaging and motivated learning.Games promote ways of knowing and ways of doing.It does not ask you to remember any knowledge;rather they provide challenges and feedback on your decisions.
Have a look at the slide share to know what is Gamification and how to incorporate it in eLearning and more.
Have you ever imagined creating the next Mario Bros?
Are you passionate about developing games?
We found 11 awesome quotes about game design from some of our favorite authors.
Check out our latest app Word Hack:
http://www.wordhackapp.com/
Need a custom mobile app? Let's talk!
http://www.bluelabellabs.com/
An overview on what Gamification is all about, and how to crafting a strategy based on human motivation and engagement styles.
For the most up to date version of this deck, please head over to http://www.slideshare.net/gametize/gamification101.
Gamification: The reality of what it is and what it isn'tTNS
Kyle Findlay, TNS Global Brand Equity Centre, South Africa and Kirsty Alberts, TNS Global Brand Equity Centre, South Africa
"Gamification" is a buzzword currently reverberating across the internet - but how much of it is hype vs. reality? Sitting at the cross-roads between behavioural economics and video games, gamification brings behaviour change methodologies into the digital age by explicitly providing us with the mechanics to improve user engagement. In theory, "gamifying" any process, from filling in tax forms in the real world to shopping on Amazon.com, should increase user engagement and overall satisfaction. The presentation will test these claims. It will investigate just what gamification really is and what it is not. The presenters will highlight recent research they have conducted into this topic along with interviews with various members of some of the tech companies that are at the forefront of this trend.
Game On: From Game-Zero to Gaming in No Time - UX Cambridge 2011Ryan Haney
Innovation games work and are a great addition to your UX tool-kit. They save time, help to build better products, can help difficult teams to collaborate and generally are more fun. But introducing these games to an unreceptive or even receptive organisation can be a challenge. Knowing which games to use and when to use them, getting stakeholder and team member buy-in, and bringing games out of product definition workshops and in to everyday/weekly meetings can feel like an uphill battle.
In this collaborative session we'll explore ways to overcome these hurdles. We'll look at strategies to get comfortable with playing games as well as ways to get your entire organisation to embrace them.
Gamification Design is komplex and depends on its context. But this 5 pillars represent the least common denominator of most of the game-like-environments and so, from our experience, also of sustainable Gamification approaches.
Beyond Gamification: Architecting Engagement Through Game Design ThinkingDustin DiTommaso
Gamification is the process of applying game design elements to non-game contexts in order to drive user engagement, influence behavior and improve the user experience associated with digital products and services. Over the past year, the practice of gamification has exploded, fueled by marketing hype, media curiosity and spirited debate. While much of the discussion has revolved around extrinsic reward mechanisms as a panacea for customer loyalty and engagement, the most important and effective motivational dynamics of games have been left on the table.
In this presentation I’ll cut through the hype and draw from the fundamentals of game psychology, double-tapping into the techniques game designers use to motivate, engage and guide players through a game’s lifecycle. In doing so, I’ll lay out a model for architecting user engagement, directing behavior and satisfying the needs of both users and business alike.
Serious Games - How to use the most powerful communication tool of the next g...Nico King
The first step to effective communication is getting people’s attention, but what comes next? Learn from examples in Advergaming, Staff Training, and Games For Change to find out why they are effective at translating ideas into first-person experiences, and how that can be applied to businesses today.
Following on from my last set of Core Principles of Gamification, here is a new slide deck outlining what the difference between game mechanics is compared to gamification elements. It also provides the 52 gamification mechanics and elements to use in projects as well as the Periodic Table of Gamification Elements.
Gamification is use of game based mechanics to stipulate engaging and motivated learning.Games promote ways of knowing and ways of doing.It does not ask you to remember any knowledge;rather they provide challenges and feedback on your decisions.
Have a look at the slide share to know what is Gamification and how to incorporate it in eLearning and more.
Have you ever imagined creating the next Mario Bros?
Are you passionate about developing games?
We found 11 awesome quotes about game design from some of our favorite authors.
Check out our latest app Word Hack:
http://www.wordhackapp.com/
Need a custom mobile app? Let's talk!
http://www.bluelabellabs.com/
In our 3-hour workshop, "Gametization 101", we at Gametize (http://gametize.com) gave a walkthrough of our very own 5D Framework, which we have extensively used to design gamification strategies for many of our customers.
Learn more about how to implement a gamification strategy to your use case with Gametization 101.
A Primer On Play: How to use Games for Learning and ResultsSharon Boller
Discover the power games have to produce learning and business results. View the latest research and case studies on game-based learning and gamification. See a demo of Knowledge Guru, a game engine your team can use to quickly build your own games.
Gamification is hot buzzword at the moment; pity it sucks, eh?
Game mechanics and game design techniques have been a much proliferated meme in the UX, IxD, and design worlds as of late (for varying definitions of ‘late’). Touted as a ‘solution’ to the challenge of motivating certain behaviour in users, or making experiences more engaging, sadly these elements of the game development world are often blindly applied without finesse or elegance – akin to to hitting the user over the head with a colourful hammer.
I’ve given countless talks on gamification products, adding game mechanics to services, and motivating and engaging users through glorious interrelated feedback systems. All of it, well — most of it — was wrong.
Game design techniques aren’t applicable to every interaction design situation, but when they are they can make the experience that much more compelling, sticky and entertaining. The situations where they are truly, deeply applicable are few and far between. This session will help you spot those situations.
Using examples from the last half a decade of building gamified and non-gamified services and apps for consumers, this session will show you exactly why gamification sucks, why that’s actually quite a pity, and how you can fix it.
This session is about putting the heart and soul of game design into designing experiences, and using it to focus the well-meaning intention of games in the first place: making stuff more fun! This session is for everyone.
Gamification seems to be all the rage in customer engagement, but does it really work for utilities? Is getting customers to participate in and recommend energy-efficiency programs all fun and games? Could Candy Crush hold the key to behavior change?
This presentation gives and overview of the concept of Gamification, with its pro and cons, and includes some examples of Gamified systems. Finally it introduces the concept of Blended Leaning in which Gamified resources can play a major role.
How to Design Effective Learning Games: Sharon Boller and Karl KappSharon Boller
Slides used during September 2017 ATD Learn workshop facilitated by Sharon Boller & Karl Kapp: "Play to Learn: Effective Learning Game Design"
Includes numerous slides identifying DIY game creation resources, templates, tools for creating learning games.
Pixel-Lab / Games:EDU / Matt Southern / Graduating Gamespixellab
"The film industry was just a century of preparation for what we do", said Matt Southern of game developers while talking about development practices at Evolution Studios and the future of video games.
For more information visit:
http://www.pixel-lab.co.uk
http://www.gamesedu.co.uk
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 :)
Primer on Play: Case Study for Knowledge GuruMarlo Gorelick
As shared in #GE4L, great structure of how and why to create game based learning. Prime case study to use when discussing possibilities of gamification for business
Similar to Principles of conservative gamification (20)
Mindenki kókler! - Konzervatív gamificationZsombor Fekete
2016. április 27-i Gamification Meetup előadásának anyaga, melyben volt szó a Gamification World Congress tanulságairól, Gabe Zichermann és Michael Wu gondolatairól, a konzervatív játékosítás módszertanáról, az Ofotért Értékesítési Standard szimulációs játékról, továbbá Csíkszentmihályi Mihály, Mérő László, Prievara Tibor, az Abagil, a Centaer Consulting, az Intersim és a Games For Business elméleteiről és gyakorlatairól.
4. Results that make a difference...
Gamification boosting activitiy with game mechanics
Conservative gamification transforming activity to a game
5. How do you transform it to a game?
• Question: what is a game?
• Challange: games have become „corrupted”
Roger Caillois: „Man, Play and Games”, 1961
6. Johan Huizinga: Homo Ludens (1938)
• Huizinga puts games in the
context of history and culture.
• His definition is often
considered over rigid.
7. Huizinga’s definition of play
1. Play is a free activity
2. It stands quite consciously outside “ordinary” life as being “not serious,”
3. But at the same time it absorbs the player intensely and utterly.
4. It is an activity connected with no material interest.
5. It proceeds within its own proper boundaries of time and space.
6. It is played according to fixed rules in an orderly manner.
8. The conservative approach...
Huiziga’s definition cannot be applied to
many current games.
If so, game experience is corrupted.
The driver of the conservative approach is
Huizinga’s definition applied as a guideline
towards pure game experience.
9. Basics of conservative game design
1. Never force the player to play.
2. Never mix reality with games.
3. Eliminate negative stress and push player to flow.
4. Never involve external interests.
5. Define the boundaries of time and space.
6. Create fixed and clear rules.
10. Never force the player to play
Some typical questions from HR:
“Why not make the content obligatory if we
have paid so much for it?”
Once it is obligatory it will not work.
A game is never obligatory, if so, it’s called work
or learning. But with proper communication,
the target group’s interest can be attracted,
they can be involved in a game.
11. Never mix reality with games
“Why not put some real tasks in the game?”
Careful! Games are safe, reality is not!
Games can be corrupted by real anxiety,
frustration (e.g. scoring a goal to the boss) and
financial differences.
The rules should not interfere with our lives.
Family, health and finances should not be
directly gamified – though related information
could be.
12. Eliminate negative stress and push to flow
“Why not penalize him if he makes mistakes?”
No one likes to play with Damocles’ sword
hanging above his head. Chance and
motivation should be granted if player fails.
He must be ensured that goal can be
achieved.
13. Never involve external interests
“We use gamification instead of e-learning…”
Games do not substitute work and learning.
With games we have fun and let steam off.
Games can be designed to efficiently produce
useful knowledge, work and money, but these
should never be the immediate goals of the
player.
14. Define boundaries of time and space
“We need an open-ended gamification system.”
Open-ended gamification is an urban legend.
Even the largest MMO’s have a number of
campaigns, scenarios or mini-games and they
are presented as campaigns.
Clear goals, structure and boundaries are
essential.
15. Create fixed and clear rules
“We’ll figure it out as we go along…”
No way, rules are created beforehand and apply to
everybody. Any personal disadvantage stemming
from altered game-rules is unacceptable.
Modifications should be kept to a minimum,
communicated openly, and if needed, players should
be compensated based on principles of fair play.
16. Frequently asked questions
“Isn’t this method too rigid?”
“Sure it is, but it is also effective.”
“Are the other gamification approaches less efficient?”
“We can’t tell. They probably are.”
“Can you guarantee that conservative gamification works?”
“There are no guarantees, but we have various successful,
measureable projects behind.”
17. How to set up a conservative gamification project?
In 3+1 steps, based on Huizinga’s principles
• Explain why to play – internal marketing
• Design easy to digest process – ergonomic optimization
• Eliminate frustration, create challenge – flow support
• Transfer usable knowledge to reality – conversion
18. Internal marketing
Why is it important?
• Even the best videogames need it.
• Many great games are not played at all.
• Gamification is voluntary, so users must be
convinced that they are going to experience
something worthwhile.
How to do it?
• Take two kids arguing what to play with.
• Give them reasons to convince the other.
19. Ergonomic optimization
Features of pure game Mistakes at work
Sexy Must
Voluntary rules Obligatory rules
Adaptive progress Difficult or unchallenging
Boundaries of time and
space
Badly structured, endless
Regular feedback No positive feedback
Free from everyday stress Mistakes effect real life
Why is it important?
• Work is rarely ergonomic and it decreases
motivation.
• Ergonomics can be easily adapted from
videogames.
How to do it?
• Find out how our work would work if it
wasn’t work…
• ... and put it into practice!
20. Why is it important?
• Game design can contribute to players
reaching the state of flow.
How to do it?
• Challenge must be clear and achievable.
• Stress must be eliminated: to err is human,
retry is good.
• Player’s inner motivation should be built on
(competitiveness, curiosity, collecting, power).
Flow support
21. Conversion
Why is it important?
• „One thing we can learn from Tetris is to play Tetris
well.” – László Mérő
• We all learn something from every game, but it is
important what we make use of.
How to do it?
• Enhance best practices and schemes.
• Reframe acquired knowledge as a part of reality.
22. How to measure gamification?
Process Message KPI
Internal marketing Put it on colorful plate! Number of players
Ergonomic optimization Slice it up! Ratio of players finishing
Flow support Reassure after every bite! Ratio of hardcore gamers
Conversion Make him love it! KPI of defined goals
23. Case study
Target: training of sales staff
Message: DISC based sales techniques
Date: 2014
Audience: Hungarian, Czech and Slovak
subsidiaries of GrandVision optical retail chain
24. Software used
GéMeS - gamification framework
AdvEngine – HTML5 based
adventure game engine
25. Workflow of implementation
Running multiple interviews about the
aims and motivation of the company.
Acquiring all the knowledge that the
employees are supposed to learn
during the traditional training.
Drafting the concept and the script of
the game.
Producing graphic design and media
content. The game’s beta version is
made.
Testing by the company, list of
required corrections and
modifications is put together.
Corrections and modifications are
made.
Designing the launch of the game.
Plan on channels and resources of
internal marketing. Game is launched
at a store managers’ meeting.
Monitoring the number of players and
various achievements with GéMeS
Light software.
26. Bottom line
of all employees End of
week 1
End of
month 1
number of players
(internal marketing index)
90,1 % 100 %
ratio of players finishing
(game ergonomic index)
54 % 95 %
ratio of hardcore gamers
(flow support index)
18 % 65 %
YTD results (conversion index*):
Orders have grown by 34 %
Sales have increased by 20 %
* Sales increase can be attributed to various factors. The game and the training is only one of those.
„I would have never imagined that I could talk my colleagues into going through an elearning
module more than once – many of them have done so, over a hundred times.”
Katalin Hámori– sales director at Ofotért
27. BUZÁS ANDREA - BUZAS@ABAGIL.HU
ZSOMBOR FEKETE - FEKETE@ABAGIL.HU
Abagil Kft. 2015
Editor's Notes
Mikor hagyjuk ott a játékot? Mikor játsszuk végig?