The document discusses the concept of gamification. It defines gamification as incorporating game elements into non-gaming applications to improve engagement and user experience. The purpose of gamification is to motivate long-term user participation and loyalty through psychological techniques that appeal to human nature and make tasks more enjoyable. It can be used to align business and user goals in marketing, learning, health, work and other contexts. Game mechanics are effective motivational tools that tap into intrinsic desires for achievement and self-improvement.

1. Gamifica'on
Sylvain
Co0ong
(@sly)
iico
–
Berlin
May
17th,
2011

2. Games
ü In
their
seminal
work,
“Rules
of
Play”,
Eric
Zimmerman
and
Ka'e
Salen
define
games
as
a
“system
in
which
players
engage
in
an
ar9ficial
conflict,
defined
by
rules,
that
results
in
a
quan9fiable
outcome.”
ü Games
can
get
people
to
take
ac9ons
against
their
self-­‐
interest,
in
a
predictable
way,
without
using
force.
ü Games
expose
complex,
learnable
systems
around
a
set
of
symbols
that
users
can
engage
with
to
achieve
personal
mastery
–
and
thus
accomplish
something
aspira'onal.

3. What
is
gamifica'on
?
Gamifica'on
is
the
process
of
incorpora9ng
game
play
elements
into
non-­‐gaming
applica9ons
such
as
products,
services,
websites,
soWware,
processes,
marke'ng
&
communi'es
in
order
to
drive
par'cipa'on,
engagement
&
loyalty.
Gamifica'on’s
main
purpose
is
to
help
people
to
get
from
point
A
to
B
in
their
lives:
whether
it
be
for
personal
growth,
societal
improvement
or
marke'ng
engagement.

4. What
is
gamifica'on
?
Gamifica'on
is
all
about
engagement
and
improving
user
experience
with
a
product
or
service.
Even
banal
everyday
ac'vi'es
which
can
be
low
on
engagement
and
experience
such
as
going
to
school,
exercising,
taking
your
medicine
and
doing
housework
has
recently
been
gamified.
Gamifica'on
tricks
people
into
believing
that
there’s
a
simple
way
to
imbue
their
thing
...
With
the
psychological,
emo'onal
and
social
power
of
a
great
game.

5. Marke'ng

6. Personal
Finance

7. Social
Finance

8. Environment

9. Health

10. Learning

11. Buying

12. Work

13. Personal

14. If
Google
employees
spend
less
then
their
allocated
amount
of
money
for
a
business
trip
• they
can
keep
it
for
future
trips
where
they
can
upgrade
their
trip
plan
• they
can
donate
for
charity
• or
they
can
cash
out
part
of
it
Effects:
1) aligns
employees
with
the
companies
travel
policy
2) employees
start
to
talk
about
travel
expenses
and
manage
them
3) controlling
travel
expenses
is
turned
into
an
opportunity
to
demonstrate
personal
mastery
(which
is
a
core
characteris'c
of
gamifica'on)
Corporate:
Google
travel
expense
management

15. A
li0le
history…

16. Service
providers

17. What
are
these
game
mechanics
?

18. Rules

19. Challenges
Challenge

20. Points

21. Virtual
currencies,
rewards
&
badges

22. Clear
targets
&
objec'ves

23. Compe''on

24. Reputa'on

25. Leaderboards

26. Shared
game
space

27. Feedback
(and
the
next
challenge…)

28. Achievement

29. Skill
development

30. Personal
mastery

31. Focus
on
the
social

32. Milestones
&
markers:
show
progression

33. Using
scarcity
to
force
choices
and
create
demand

34. Tell
a
great
story

35. Using
game-­‐like
iconography
in
non-­‐gaming
products

36. The
purpose
of
gamifica'on
ü Mo9va9on
&
long
term
user
engagement
and
loyalty
ü Making
things
more
pleasurable
in
an
interac'on,
process
&
informa'on
overloaded
world
(gain
users
a0en'on)
ü Creates
a
brand
connec9on
with
users/customers
in
a
meaningful
and
interes9ng
way
and
aligns
business
objec9ves
with
user’s
mo9va9ons
ü Can
be
used
in
different
roles
&
scenarios:
Customer,
pa'ent,
user,
student,
employee,
personal
mo'va'on
&
engagement
ü Builds
complex
systems
for
mo9va9on
that
meet
people’s
intrinsic
desire
but
also
make
them
feel
that
they
are
accomplishing
something
aspira9onal
and
make
them
move
forward
in
their
life

37. The
purpose
of
gamifica'on
ü Gamifica'on
is
also
an
interes9ng
way
of
looking
at
all
kinds
of
systems
design:
what
are
the
mo'va'ons
of
our
ac'ons?
what
drives
a
community
to
act
or
users
to
act
?
ü Taps
into
the
millennium
genera9on
and
people’s
intrinsic
desire
for
mo9va9on
ü Empirical
data
shows
that
games
are
superior
at
mo9va9onal
techniques
(if
game
mechanics
are
used
in
a
smart
and
effec've
way).

38. The
purpose
of
gamifica'on
ü Companies
that
are
experimental
and
smart
use
gamifica9on
for
posi9ve
change
and
influence
in
employee
&
customer
communi9es
ü Game
mechanics
are
going
to
replace
more
tradi9onal
systems
of
user
mo9va9ons
ü Gamifica'on
makes
feedback
loops
9ghter
and
9ghter
and
liHle
bit
more
decentralized

39. Playfullness
Being
playful
is
in
human
nature.
Playing
makes
us
feel
good
and
is
deeply
social.

40. Psychology
of
gamers
archetypes
Research
of
Richard
Bartle
True
for
people
in
almost
every
context,
be
it
ac'ng
as
a
players
in
a
game
or
as
employees
in
a
company

41. Achievers
want
to
be
successful;
not
everybody
is
an
achiever:
about
10-­‐15
%
of
a
companies’
collaborators
are
achievers

42. Explorers
discover
new
things
and
bring
them
back
to
the
community,
i.e.
finding
new
deal
&
opportuni'es

43. Socializers
interact
with
games
and
complicated
systems
principally
in
an
effort
to
create
connec'ons
to
others,
i.e.
customer
support
&
business
development

44. Killers
people
who
are
like
achievers
except
that
they
play
a
win-­‐loose
game:
they
not
only
want
to
win
for
themselves
but
also
want
to
beat
others
in
the
game

45. Killers
people
who
are
like
achievers
except
that
they
play
a
win-­‐loose
game:
they
not
only
want
to
win
for
themselves
but
also
want
to
beat
others
in
the
game

46. Psychology
of
gamers
archtypes
ü Successful
gamifica9on
requires
to
understand
the
mo9va9ons
of
these
types
of
players
in
every
context
to
design
around
them
ü The
be0er
you
get
hold
of
these
mo'va'ons
and
design
around
them,
the
be0er
the
outcome
will
be

47. Mo'va'onal
design
“Mo'va'onal
design
refers
to
the
process
of
arranging
resources
and
procedures
to
bring
about
changes
in
mo9va9on.
Mo'va'onal
design
can
be
applied
to
improving
students’
mo'va'on
to
learn,
employees’
mo'va'on
to
work,
the
development
of
specific
mo'va'onal
characteris'cs
in
individuals,
and
to
improving
peoples’
skills
in
self-­‐
mo'va'on.”
h0p://www.arcsmodel.com/pdf/Mo'va'onal%20Design%20Rev%20060620.pdf“

48. Related
topics
Behaviour
design:
Crea'ng
systems
to
change
human
behavior
Pervasive
technology:
Methods
for
crea9ng
habits,
showing
what
causes
behavior,
automa'ng
behavior
change,
persuading
people
via
mobile
phones
(mobile
persuasion).
h0p://www.bjfogg.com/

50. My
preliminary
conclusions
ü There
is
good
and
bad
gamifica9on.
There
are
also
ethical
ques'ons
to
that
(“dark
pa0erns”).
ü The
op9mal
depth
and
shape
of
gamifica9on
as
a
mo'va'on
and
business
goal
driver
depends
on
each
project’s
specific
anatomy
ü Gamifica'on
will
probably
rapidly
enter
every
aspect
of
our
lives
and
various
interac'ons
ü Gamifica'on
can’t
be
added
on
top
of
an
exis'ng
applica'on:
Gamified
solu'ons
have
to
be
designed
from
the
ground
around
game
mechanics

51. Thank
you
!
@sly
sylvainco0ong.com
sylco0ong@gmail.com