Gamification is applying game mechanics to non-game activities to motivate behavior change. The goal of gamification is to engage and get people participating, sharing, and interacting through compelling experiences. This increases revenue through enhanced engagement and loyalty. Gamification can be used in health, education, public policy, e-commerce, and social platforms. Effective gamification involves defining objectives, target behaviors, players, activity loops, and using tools like badges, leaderboards, points, and incentives. The MDA framework outlines mechanics, dynamics, and aesthetics for game design. Understanding player motivations like mastery, achievement, socializing, and fun is important. Case studies show how companies like GetGlue and Nike have gamified

1. Gamification
Designing for Engagement
Shantanu Singh
11th Sept 2013

2. What is Gamification?
What is Gamification?
What is Gamification?
Gamification is applying the mechanics of gaming to nongame activities to change people’s
behavior — is an important and powerful new strategy for influencing and motivating groups of
people
Goal & Scope
Goal & Scope
Goal & Scope
Goal of Gamification is to engage with consumers and get them to participate, share and interact
in some activity or community. Game Activity creates a compelling, engaging user experience.
The compelling, motivational nature of this experience is, in turn, increases revenue due to
enhanced engagement & loyalty.
And the concept has the potential to solve a variety of problems outside the business world
as well, in areas such as:
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Health & Wellness
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Education & Training
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Public Policy & Government
•
E-Commerce
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Travel Industry & Social Platforms

3. How To Gamify?
How to Gamify?
How to Gamify?
Gamification : A Design process
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Define your business objectives
•
Delineate target behaviors
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Describe your players
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Devise your activity loops
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Don’t forget the fun!
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Deploy the appropriate tools
What is this system designed to accomplish? What are its goals?
Remember, a design has to be purposive.
What are the target behaviors? What is it that you want people
to do? Gamification is about motivation.
Human-centric, player-centric, that’s the essence of design
and design for Gamification.
There are two kinds of loops that move forward the action in a
gamified system.
They should be fun whether consciously or not for the players, because if not, they’re missing out on a lot
of what makes Gamification potentially so powerful.
Use the right tools for the right job, the right elements, the right structures and put them into place in the
gamified system.

4. Tools Used (so far)
Tools Used (so far)
Tools Used (so far)
Badges
Goals, Rewards, Status
Leaderboards
Comparison , Competition
Points
Tracking & Feedback
Incentives
Rewards

5. Design: Framework
Design: Framework
Design: Framework
One of the most frequently leveraged framework for Game design is referred to as MDA – Which
stands for :
• Mechanics
• Dynamics
• Aesthetics
Game mechanics include:
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•
•
•
Points - Levels Challenges
Virtual goods and spaces
Leaderboards and Badges
Mission, Gifts and charity
Game dynamics include:
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•
•
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Pacing
Progressive Unlocks
Reward Schedules
Dynamic System
Finally, the aesthetics of the system are or how the game makes the player feel during interaction.
Game aesthetics can be viewed as the composite outcome of the mechanics.
•
•
•
•
•
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Curiosity
Satisfaction
Surprise
Pride & Envy
Fun
Connection

6. Know your Player
Know your Player
Know your Player
Define Player
Motivation: Why People Play
A good working theory for why people are motivated to play games maintains that there are four
underlying reasons, which can be viewed together or separately as individual motivators:
•
•
•
•
For mastery
To distress
To have fun
To socialize

7. Player’s Motivation
Player’s Motivation
Player’s Motivation
An aspect to understanding player motivations is by questioning where motivations come from.
Broadly speaking, psychology has divided our motivations into two groups: intrinsic and extrinsic.
Winning
Autonomy
Mastery
Order
Our
Basic
Desires
Tranquility
Meaning
Sensuality
Physical
Activity
Acceptance
Collecting
Family
What
We
“Really”
Want
Romance
Who am I? The 16 Basic Desires that Motivate Our Actions and Define Our Personalities
~Stephen Reiss
Power
Status
Social Contact
Honor

8. Case Study: Get Glue
“The easiest way to find your next favorite thing”

9. Case Study: Get Glue
Onboarding: “Rate Content to build taste Profile ”
“Explore content & other people”

10. Case Study: Get Glue
“Discover neighbor who share your taste”
“Become a Guru by interacting
with content”

11. Case Study: Get Glue
Light weight Quests: “Suggests what to do next ”
Earn stickers for exploring
rating & socializing

12. Case Study: Get Glue
Like/Comment/Review content to earn points
Leadership board: Showcase
active & engaged users

13. Other deployments (NIKE)
Nike Plus: Making fitness fun

14. Where Is It Going?
Where Is It Going?
Where Is It Going?
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Gartner Says By 2015, More Than 50 Percent of Organizations That Manage Innovation Processes
Will Gamify Those Processes http://www.gartner.com/it/page.jsp?id=1629214s
•
Research Kart says Gamification industry to grow to a 3.6 billion dollar market between 2012-2017
http://researchkart.wordpress.com
Warning! Hype Cycle Ahead
Warning! Hype Cycle Ahead
Warning! Hype Cycle Ahead

15. Benefits
Benefits
Benefits
What
Can
I
Achieve
What
Can
I
Achieve

16. Thank You !
Thank You !
Thank You !