The document discusses gamification and provides examples of how game elements can be applied to non-game contexts. It defines gamification as using elements of game design in non-game contexts to motivate and provide feedback. Examples are given of gamification being used for crowdsourcing, productivity tools, fitness apps, and political/educational games. The goals of gamification are described as improving engagement and participation by giving clear objectives and feedback. Potential benefits include increased interaction, but risks include reduced intrinsic motivation if used primarily for extrinsic rewards.

1. Gamification: A playful future?

2. What is
Gamification?

3. FacebookFacebookFacebookFacebookFacebookFacebookGamification?
Badges
Points
High-Score
Airline-Miles Levels
Engagement
Loyalty

4. FacebookFacebookFacebookFacebookFacebookFacebookGamification is:
...the use of elements of game design in non-
game contexts.*
*Source: Deterding et. Al „Gamification: Toward a definition“; 2011

5. FacebookFacebookFacebookFacebookFacebookFacebookso...
...the use of elements of game design in non-game
contexts.
→ this means, let's just make a game out of it?

6. FacebookFacebookFacebookFacebookFacebookFacebookGamification: how it works
...the use of elements of game design in non-game
contexts.
→ this means, let's just make a game out of it?
Not quite. It means to apply motivational or
feedback techniques that have proven to be
useful within games to a 'serious (non-game)
context'.

7. Why should you
care?

8. FacebookFacebookFacebookFacebookFacebookFacebookThe potential of games
Aren't digital games a small niche product?
The retail revenue for the U.S. video
games industry reached $ 13.22 billion
in 2012*!
*Source: http://www.statista.com/statistics/201093/revenue-of-the-us-video-game-industry/
** Source: http://www.boxofficemojo.com/yearly/
The total gross of yearly box office in
2012 was roughly 11 billion.**
Is this a represantative comparison?
- Probably not.
Is the video game market a small niche
market?
- Surely not!

9. FacebookFacebookFacebookFacebookFacebookFacebookAren't games for kids?
The average (casual) gamer is:
- 39 years old
- 46% are female
- 510 million play on social networks
- 14% play >1h/day (at work)
*Source:
http://www.socialnomics.net/2012/01/20/social-gaming-infographic-81-million-play-each-day-more-stats/
Photo: Wilhelm Joys Andersen

10. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: I
Games give clear objectives.
Source:
http://de.wikipedia.org/w/index.php?title=Datei:Tetrisgb.jpg&filetimestamp=20090907191647

11. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: II
Games give the player instant feedback.
Source:
http://www.computerbild.de/fotos/Super-Mario-Galaxy-2-Allgemeine-Tipps-5381209.html

12. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: III
Games reward.
Source: http://nightmaremode.net/wp-content/uploads/2012/04/level-up.jpg

13. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IV
Games are an interactive experience.
Source: http://www.phonestory.org/

14. FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: V
Games give the player a safe space to experiment.
Source: http://iphone.appstorm.net/reviews/games-reviews/minecraft-pocket-edition-updated/

15. FacebookFacebookFacebookFacebookFacebookFacebookWhat games are good at:
Games motivate – a game situation is an
invitation to interact.

16. FacebookFacebookFacebookFacebookFacebookFacebookThe goals of gamification
- Gamification improves engagement
- Gamification drives participation
- Gamification reduces barriers
- Gamification is good at breaking down complex
tasks into small bits
Gamification gives clear objectives – this drives
engagement – engagement increases reach –
more reach means more attention!

17. FacebookFacebookFacebookFacebookFacebookFacebookGamification – the potential:
Gigya Study: Through gamification Pepsi, Nike und Dell
could boost interaction on their sites by 29%*.
Some numbers:
- commenting +13%
- sharing to Twitter, FB and other social networks +22%
- content discovery +68%
Source:
http://venturebeat.com/2013/03/26/billions-of-online-user-actions-say-gamification-increases-site-engagement-29/

18. FacebookFacebookFacebookFacebookFacebookFacebookGamification: In a nutshell
Boring stuff becomes more interesting by:
- users have clear goals
- implementing made up (fun) rules
- instant feedback for activities
Clear objectives + instant. Feedback = more Engagement,
lower bounce rate
- personal progress: comprehensible, bragging-rights,
shareable
Users experience self-efficacy
Photo: Christoph Voglbauer

19. Basic gamification
mechanics

20. FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics I
points = instant feedback

21. FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics II
Badges = Reward, clear goals

22. FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics III
Highscores = Competition, bragging rights

23. FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics IV
optional = epic background story

24. FacebookFacebookFacebookFacebookFacebookFacebookGamification: A success story
Which successful social media service features
gamification mechanics that one would not expect?

25. FacebookFacebookFacebookFacebookFacebookFacebookGamification: A success story
Goal: Facebook needs as much fresh
content as often as possible.
Task: Connect and Network with friends!
Instant Feedback: Likes, comments, shares
Points: likes, friends, followers, talking about
Social status = can be represented

26. FacebookFacebookFacebookFacebookFacebookFacebookAn approach to gamifying things:
If task 'XYZ' was a game,
WHAT'S BAD ABOUT IT
(read: WHY DOES IT SUCK)
AND HOW COULD IT BE FUN?

27. FacebookFacebookFacebookFacebookFacebookFacebookRisks and obstacles
- Cost: Good design and execution takes time and
money.
- Extrinsic motivation can hurt intrinsic motivation
in the long run.--> when users are 'payed' to do
something they are less likely to voluntarily
perform the same task afterwards*
- Quizzes? *yawn*
See e.g. Scott Nicholson: Meaningful Gamification:
http://scottnicholson.com/pubs/meaningfulframework.pdf

28. FacebookFacebookFacebookFacebookFacebookFacebookSerious Game
Serious Games = Games that were developed
with the objective to convey different topics
through a game to the player.
This games are especially designed to have a
defined impact on the 'real world'.
Not really gamification, but partly similiar
ambitions.

29. Gamification: Some
examples

30. Crowdsourcing
Source: Ludwig-Maximilians-Universität München / ARTigo

31. ARTigo
Source: Ludwig-Maximilians-Universität München / ARTigo
Image Tagging:
Players describe
pieces of art through tags
same tags as other player
= more points
Highscores

32. Productivity tools
Source: epic Win
To-DOs as a role playing game

33. Epic Win
Source: epic Win
To-DOs as a RPG
- Appointments become
quests
- completed quests grant improvements to the
character's attributes
- the players character ventures along a path, finds
items
- instant feedback, clear goals, bragging rights,
rewards consistency

34. Fitness
Source: https://www.zombiesrungame.com/
Virtual zombies as personal trainers

35. Zombies, Run!
Source: https://www.zombiesrungame.com/
- working out through missions
- For extra fitness players are chased by zombies
- players build their own base
- working out becomes more interesting through an
epic background story

36. Productivity tools
Source: http://www.memrise.com/
Learn languages

37. Memrise
Source: http://www.memrise.com/
Learn languages:
- words and phrases become plants
- players water these plants through
practicing the words and phrases
- The player's garden grows:
clear goals - instant feedback
representable progress
- Facebook integration for extra social motivation

38. Alternative Öffentlichkeiten gewinnen?Emergency-Response
- During superstorm „Sandy“
- Call for aid and donations
- management of volunteers
- flow of information through
social media
- People want to help, but don't
know where and how to start.
The Red Cross shows how.
- self-efficacy
Source: American Red Cross

39. Political context I
Source: http://gamethenews.net/
Games as an expressive tool

40. Game the news
Source: http://gamethenews.net/
Games as an expressive tool
- current news can be experienced (and
possibly better understood) through
playing games.
- Players experience e.g. the complexity
of the situation in Syria or the inhuman
workload and conditions of uzbeki child
laborers

41. Political context II
Source: http://www.newsgaming.com/games/index12.htm
Games as an expressive tool

42. September 12th
Source: http://www.newsgaming.com/games/index12.htm
A game as a statement
- Violence breeds more violence
- players launch rockets at a village
and try to kill terrorists
- sooner or later the rocket kills civilians, creating
more terrorists
- the game goes on indefinitely

43. Political context III
Source: http://www.tiltfactor.org/profit-seed
Games as an expressive tool

44. Profit Seed
Source: http://www.tiltfactor.org/profit-seed
The power of the corporation
- The corporation's protected
seeds are everywhere
- So are the corporation's
lawyers
- The game demonstrates how difficult a farmer's life
is who wants to use their own seeds.

45. Political context IV
Source: http://www.idfblog.com/
Using gamification in a
polemic

46. Israeli Defense Blog
Source: http://www.idfblog.com/
Gamifying the IDF's point
of view
- User become a part of the
virtual army
- Engagement on the IDF Blog
is improved
- Goals of campaign = Goals of
the gamification
- Ranks achieve military user

47. Political context V
Source: https://realitydrop.org/
Climate change

48. Drop Reality
Source: https://realitydrop.org/
Goal: Destroy myths about climate change
- The internet should be flooded with
the campaign's point of view
- The problem 'Climate change – how can I help?'
is broken down
- User gets easy point of entry
- Entering the discussion through copy-paste
→ Drop Reality; a „Weltanschauung“ is spread

49. FacebookFacebookFacebookFacebookFacebookFacebookGamification examples
- an additional channel in a campaign's media mix:
e.g. Israeli Defense Blog Gamification, Drop Reality
- crowdsourcing: e.g. ARTigo, Fold it, Re-captcha
- productivity tool: z.B. Epic Win, Toshl Finance
- boost interaction: Nike+, Get Glue, Foursquare
- Health: Super Better, MySugr

50. Mag. Vincent Tschaikner
vt@digitalaffairs.at | +43 664 22 62 486
@vvolume
facebook.com/vincenttschaikner
at.linkedin.com/in/vincenttschaikner/
Contact