The base presentation file for my 8-hour mini-course @CafeIT of Fanap about gamification. I took some steps further from just introducing the gamification and talked about the basic needs for designing a gamification solution.
2. Alireza Ranjbar Shourabi
v Art of Light and Motion Game Studio – CEO
v IGA – Co-Founder
v Hamsaa – Gamification Designer (Social Network)
v Tooska – Gamification Designer (Khandevaneh - Second Screen)
v ICONish – Gamification Designer (VAS)
v Gamification Guru – Top 20 (Global Leaderboard)
v Previously :
v FANAP – Gamification Designer (Payment Solutions)
v Faranesh – Gamification Designer (eCommerce-eLearning Campaigns)
4. Why are we here ?
v To know if Gamification is the solution you seek for your problem!
v To know more than just introduction about Gamification!
v To learn the primary needs of a Gamification design process!
6. Who is using Gamification?
v USA Networks
v LiveOps
v Dell
v Kaiser Permanente
v eBay
v Cisco
v Recyclebank
v Universal Music
v Siemens
v Yelp
v Verizon
v Nike
v SAP
v American Express
v Salesforce.com
v CodeAcademy
v Deloitte
v Samsung
v Foursquare
v Stack Overflow
v Facebook
8. Gamification Definitions
§ The Process of using Game-Thinking and game Mechanics To Engage users
and Solve Problems.
§ The process of turning an activity or task into a game or something that
resembles a game.
§ To apply game mechanics and game thinking to other areas of activities in
order to boost engagement (and other metrics) with a product or service.
´ And so many other definitions …
9. Gamification is …
´Learning from games and their abilities to
connect with people.
´Using game elements while knowing that a
game is a lot more.
´Thinking like a game designer.
´Having objectives other than winning in the
game
11. Power of Games
1) CLEARLY DEFINED GOALS
2) CLEARLY DESIGNED RULES
3) BETTER SCOREKEEPING
4) MORE FREQUENT FEEDBACK
5) CONSISTENT COACHING
6) FUN SURPRISES
7) DATA DRIVEN DESIGN
17. Points System
´ Absolute requirement for all gamified systems
´ Some examples in real life
´Cash score
´Video game score
´Social networking score
´ Composite Metrics
18. Types of Point Systems
´ At least one type
´ Using more than one brings the complexity but more
control
´ Types :
´Experience points
´Redeemable points
´Skill points
´Karma points
´Reputation points
19. Experience Points
´ XP is the most important one
´ It’s not a currency
´ Every action has XP
´ Never goes down
´ Always grows and has no limit
´ Is not redeemable
´ Can be expired
´ Creating goal loops
20. Leader-boards
´ Two Major Types
´ The no-disincentive leaderboard
´Social incentive
´Right in the middle
´ The infinite leaderboard
´Locally
´Socially
´Globally
´ Privacy (gym example)
21. Level (level design)
´ Logical (understandable by player)
´ Extensible (you can add levels when needed)
´ Flexible
´ Testable
´ Refinable
31. Broccoli and Gamification
v Htas2r38 gene (blocks the uptake of iodine to the thyroid)
v 70% of all humans
v Takes the average child 12 years to go from hating broccoli to loving it.
v Force
v Convince
v Airplane game / Stops working after a while
v Use sauce / Health issues of sauce
v Action / Achievement / Reward loop
44. Engagement
´ Connection between a consumer and a product or
service.
´ The period in a romantic couple’s relationship during
which they are preparing and planning to spend the rest
of their lives together.
´ The period of time at which we have a great deal of
connection with a person, place, thing, or idea.
45. Engagement
v There is no single metric on the Web or in mobile technology that breaks
down or sufficiently measures engagement.
v Recency
v Frequency
v Duration
v Virality
v Ratings
v Gamification can boost up each of these!
52. Designing
Gamification Solution
1) Setup the Team
2) Understand Business objectives
3) Select and know Target behaviors
4) Knowing the user
5) Designing activity cycles and scaffolding
6) Considering FUN
7) Tools for design and implementation
82. Onboarding
´ The very First minute!
´ Do not explain anything.
´ Let the player experience.
´ Give a value to your player in the first minute
´ Don’t ask for registration.
´ Don’t give to much information.
´ Help player becomes a winner in the 1st minute
83. Onboarding
´ Challenging and Complex
´ Reveal the complexity of the system slowly
´ Reinforce the user positively
´ Remove opportunities to fail
´ Learn something about the players
88. Step 6 : FUN
´ “In every job that must be done, there is an element of fun.
You find the fun and snap! The job’s a game.”
89. Step 6 : FUN
´ Winning
´ Problem-solving
´ Exploring
´ Chilling
´ Teamwork
´ Recognition
´ Triumphing
– Collecting
– Surprise
– Imagination
– Sharing
– Role Playing
– Customization
– Goofing off
• Fun can (and should) be designed
• Fun can be challenging!
• Appeal to different kinds of fun
90. Step 6 : FUN
´ Count some topics that are not fun.
´ Planting crops
´ Killing people
´ Air traffic control
´ Cleaning a baby
´ Waiting for tables
´ What does make a game fun?
91. Step 7 : Tools
v Gathering the data you need for design
v Set the path for journey and narrative
v Have some way for showing it to others
v Calculate the numbers in play
v Analyze the out come for refining the design
111. § If there is a problem with the core of the business, forget Gamification!
§ Not every business needs to be Gamified.
§ Never disrupt the balance in the business if you’re not prepared.
§ Never get out of the Flow zone!
§ Always check with Self Determination Theory.
§ Use the DATA! It’s data driven and it’s a process that never stops!
113. REFs
v Gamification by Design – Gabe Zichermann & Christopher Cunningham
v A Theory of FUN – Raph Koster
v Reality is broken – Jane Mcgonigal
v For the WIN – Kevin Werbach (Soon in Persian)
v Art of Game Design : A book of Lenses – Jesse Schell (In Persian)
v Game Mechanics : Advanced game design – Ernest Adams & Joris
Dormans
´ Gamified UK website
114. Thank you for Listening!
Alireza Ranjbar Shourabi
@ARSHourabi