This presentation was made to the Creative Performance Exchange on 3 May 2011, a group of creative thinkers and business leaders. The focus was on how business and organizations can learn from game awesomeness.
5. What kind of player are you?
Type 1: Type 2: Type 3: Type 4:
I like to win points I like to solve I like to interact with I thrive on
and achievements puzzles, dig around other players during competition, either
(and receive and discover things games, especially in building or
rewards and in a game. Building building things destroying things. I'm
recognition for my characters and going together or going on in it for the sport, the
efforts). I like to beat on an adventure quests. I love it when strategy, controlling
the game and my within a great game people share things things and reading
opponents! story really keeps me in a game and form a moves. I play to win
going. close bond. and gain power.
Which statement best describes your usual style of playing games?
6. Bartleâs Player Types 1996
Type 4 Type 1
Type 3 Type 2
What kind of player are you? Wear your âbadgeâ with
pride!
8. Game Instructions:
⢠Form a team
⢠A Scavenger Hunt in three sections
⢠Find, name or do the activities in the time allowed
⢠You must complete at least two activities from each section
⢠The team with the highest score completed in the alloted time wins
â˘Play nice!
9. Now, please enter...
The Magic Circle
Homo Ludens (Man the Player), Johan Huizinga 1938
10. What have we learned?
⢠Well, we got to know each other a little better :P
⢠Discussion: What did you feel while playing?
⢠Game Genre: Scavenger hunt
⢠Game Mechanic: Collecting, points, social exchanges
⢠Game Dynamic: Leveling in 3 layers, progressively challenging
⢠Gamification: Using a scavenger hunt to learn about game tools & flow
12. Humans are wired to
play
⢠Survival
⢠Race
⢠Competition
⢠Hunt
⢠Battle
⢠Social organisation
⢠Counting
13. Wired to game
⢠Dopamine release in mid-brain
region motivation to acquire
pleasure and rewards
⢠Complicated at the hormonal
level by testosterone and
cortisol release when
concentrating and competing
⢠Decision making takes place
elsewhere, in the prefrontal
cortex
⢠Wanting disassociated from
16. Itâs all about
engagement
⢠Psychological, emotional and
social power of games
⢠Compelling, addictive and
intrinsically rewarding
⢠Disengagement is the fault of
the designer - not the player
17. Digital natives are our
next gen leaders
⢠An era from passive
consumption to immersive
experiences
⢠Institutions that are âbackward
facingâ ignore the challenge of
tomorrow
18. Leaders of a brave
new world
⢠Pervasive
⢠Augmented
⢠Accessible
⢠Realtime
⢠Global
⢠An era of increasing complexity
and intractable problems
⢠Require a different skill set
19. The Gamer
Generation
⢠10,000 hours of gameplay by
age 21*
⢠3 billion hours per week online
⢠Mastery: leadership,
collaboration, strategy, virtual
teams
⢠Higher order skill development
⢠Expectations for immersive
experiences
*Jane McGonigal, Institute for the Future
20. Some perspective
⢠Social games (eg. Facebook
Top25)
⢠76m active daily users
⢠World of Warcraft:
⢠12 million monthly
subscriptions
⢠WOW wiki second largest
⢠Global games industry $60 billion
⢠Forecast growth $70 billion 2015
21. Games tap into Flow
⢠Autonomy*
⢠Mastery
⢠Purpose
⢠However our institutions are
designed for throughput and
efficiency
⢠Edward Castonova: We are
seeing a mass exodus to virtual
or synthetic worlds
* Mihali C and Dan Pink
22. What can business learn
from a game designer?
⢠Creating possibility spaces
(Structure & hierarchy)
⢠Creating experiences
(Processes & workflows)
⢠Enabling participation
(Systems & technology)
⢠Facilitating community
(Culture & values)
⢠Requires a mind shift
25. Designing the player journey
⢠Game Story - the soul of the game, the backbone of gameplay
⢠Game System - software, interface, visual, audio
⢠Game Mechanics - mechanisms or systems of incentives, feedback &
rewards to govern or drive behavior towards predictive outcomes - help
drive the journey, but is not the core experience
⢠Game Dynamics - evolution and patterns over time to make gameplay
more interesting and engaging. Balance skill and challenge to maintain
player motivation
⢠Game Theory - is a branch of mathematics!!
26. Game story: the narrative thread that binds events
together and drives the player forward towards
completion of the game. Doug Church
Interactive Storytelling: needs to define a significant
purpose, premise and quandaries in the story. It must
have an artistic quality. Andrew Glassner
27. Simple example of game http://www.youtube.com/
watch?v=Iz7ON4mp40Q
story: The Heroâs Journey
43. Game Pitch [e.g. a game for social good?]
â˘The name of the game is __________________
â˘The story is about ________________________
â˘The target player is _______________________
â˘Who will be solving the problem of _______________
Later we will gamify your pitch with...
â˘Using secret game sauce of _______________,
_________________ and ___________________.
45. What is Gamification?
⢠Definition: a process of
incorporating gameplay elements
into non-gaming applications,
products and services
⢠improve user experience
⢠build engagement
⢠create customer loyalty
⢠Designing the player journey
⢠Gamification helps drive the
journey but itâs not the core
46. Entry level gamification
is mostly extrinsic
⢠Social
⢠Experiences
⢠Progression
⢠Status & success
⢠Currency & rewards
⢠Scarcity
⢠Design & interface
⢠Multi dimensional
47. How do we use it?
⢠Eight popular mechanics here
⢠Select combinations wisely
⢠Selection criteria based on:
⢠who is your customer?
⢠what is your objective?
⢠what is your budget?
⢠Gamification must be fit for
purpose
48. Social
⢠gaming as a social activity
⢠friends as part of the shared
experience
⢠technique: sense of belonging
⢠mechanic: add friends,
sharing, like/dislike, chat
49. Experiences
⢠gamify the everyday
⢠setting goals
⢠giving rewards
⢠technique: need for
recognition & accomplishment
⢠mechanic: badges, tokens,
trophies
50. Progression
⢠progression points, tracking
and feedback
⢠feedback loops to prompt
desired or target action
⢠technique: stimulus response
to feedback
⢠mechanic: progress bar,
points, prompts
51. Status & Success
⢠leader boards and points to
acknowledge desired actions
and behaviors
⢠stimulate competition and give
recognition
⢠technique: build status and
success, appeal to ego
⢠mechanics: leaderboards,
exclusive membership levels
and privileges, black/platinum/
gold cards
52. Currency & Rewards
⢠incentives based on time or
money
⢠built on points or tokens to
earn virtual currency
⢠redeem virtual currency for
virtual goods (in-game) or real
world goods or services
⢠technique: reward seeking
motivation
⢠mechanic: gold coins, real/
virtual currency
53. Create Scarcity
⢠creating artificial economies to
simulate scarcity in sought
after virtual or real goods
⢠technique: encouraging
purchases based on prestige
and feelings on âmissing outâ
on an offer
⢠mechanic: creation of a rare/
scarce products, icons,
symbols, sales promotions,
creating perceptions of value
54. Design & Interface
⢠creating the look and feel of a
game without inherent
gameplay elements
⢠technique: create altered or
renewed perceptions of
existing products or services
⢠mechanic: influence
perceptions through look/feel,
imagery and visual
stimulations
55. Multi Dimensional
⢠integrating cross-media
functionality and interest
⢠experience of the integration of
film, music, games and
merchandise
⢠gamified smartphone applications
& web services connected to real
world activities e.g health and
wellness
⢠technique: creating utility and
deeper social experiences
⢠Mechanic: utility, free, status
56. Please use gamification
responsibly
⢠Cognitive limitations:
⢠projection bias
⢠neglect of probability
⢠illusion of control
⢠fear of losses
⢠post purchase rationalisation
⢠Visual & perceptive limitations:
⢠selective attention bias
⢠pattern-seeking bias
57. Are you ready to level up??
âGamifyâ your storyboard...
58. Game Pitch [e.g. a game for social good?]
â˘The name of the game is __________________
â˘The story is about ________________________
â˘The target player is _______________________
â˘Who will be solving the problem of _______________
Later we will gamify your pitch with...
â˘Using secret game sauce of _______________,
_________________ and ___________________.
60. Deep Dive into Flow:
Immersive Game Play
Immersion comes through
intrinsic motivation, triggers and
emotions
Key game dynamics incorporate
âflowâ which are more complex
neurological drivers of behaviour
* Meaning
* Dynamic challenge
* Mastery
* Autonomy and control
* Create and build
* Surprise and discovery
* Randomness and luck
61. Workplaces
⢠Project management
⢠Change management
⢠Email management
⢠Organization design
⢠âThe Target Gameâ
⢠Balance of Hard Fun, Easy
Fun, Serious Fun, People Fun
(Nicole Lazzaro)
62. Schools
⢠âWOW In Schools Campaignâ
USA - Leadership, Teamwork,
Collaboration, Strategy,
Economics
⢠Mathletics & Spellodrome online
⢠Handheld Learning initiative UK
⢠Legacy of the failure of
âedutainmentâ
⢠Kids have high expectations of
gameplay (& education has low
production budgets)
63. Healthcare
⢠Physical and cognitive therapy
⢠Exercise and movement - Wii
Fit, Kinect, Nike+, DanceGames
& ExerGames to maintain
motivation & focus
⢠Assistive technologies and
smart phone apps for
medication tracking
⢠âMental Health Gameâ
64. Communities
⢠Playful community âstreetâ
experiences
⢠Community building
⢠Games4Change Initiative
⢠Institute for the Future: World
Without Oil
⢠NYPL Scavenger Hunt
(reconnect with history, library
books)
⢠âFun Theoryâ
65. Keep in mind
⢠Donât bolt on - holistic design process
⢠A poor product/service/environment wonât be improved by gamification
⢠Game design is emergent - start slowly, carefully. Iterate. (10%design/
90% iteration)
⢠Beware of unintended consequences
⢠Design around intrinsic motivators - amplify meaning, autonomy,
mastery
⢠Focus on positive behaviors by making them more visible
⢠Simplicity
67. My sonâs teacher said to me: âWell, not everyone
lives up to their potential...â
I believe that we cannot afford to entertain such
limiting belief systems