Introductory presentation by Kevin Werbach at the "Gamification: Practical Advice from Game Developers" event at the Wharton School in Philadelphia, October 3, 2011.

1. Gamification: WTF?!?
Prof. Kevin Werbach
werbach@wharton.upenn.edu
Gamification: Practical Advice from Game Developers
The Wharton School, Univ. of Pennsylvania
October 3, 2011

2. Games are Big
• 97% of kids 12-17 play videogames (Pew 2008)
• Games industry: $66 billion worldwide (DFC 2011),
or double Hollywood box office revenues
– Online sales to surpass retail in 2013
• Social games: $1.25 billion (Inside Network 2011)
• Virtual goods: $7.3 billion globally (In-Stat 2010),
over $2 billion U.S. (Inside Network 2011)

3. Gamification is Big… or is it?
“Gartner Group projects [gamification] will account for
50% of all innovation in the world’s biggest enterprises
by 2015….” http://gamification.co/2011/09/20/a-teachable-moment/
“By 2015, more than 50 percent of organizations
that manage innovation processes will gamify
those processes.” http://www.gartner.com/it/page.jsp?id=1629214
“Gamification is marketing bullshit, invented by
consultants as a means to capture the wild, coveted
beast that is videogames and to domesticate it for use
in the grey, hopeless wasteland of big business….”
http://www.bogost.com/blog/gamification_is_bullshit.shtml

4. Welcome to the grey,
hopeless wasteland!

5. Gamification is Not:
• Actual games
– Although the line is blurry!
• (Just) points, badges,
and leaderboards
• Anything that uses a
game mechanic
• Limited to marketing,
or to business

6. Gamification is…
The use of game elements
and game design techniques
in non-game contexts.

11. Time to
Get
Serious

12. Fill in the Blank:
• Gamification is a form of _________________

13. Fill in the Blank:
• Gamification is a form of _________________
Loyalty program

14. Fill in the Blank:
• Gamification is a form of _________________
Loyalty program
Game development

15. Fill in the Blank:
• Gamification is a form of _________________
Loyalty program
Game development
Motivational design

16. • In which case, we should listen more to the:
Loyalty program Marketing practice
Game development Game designers
Motivational design Psychologists

18. And Now, the Main Event!
• Moderator: Chris Grant (Joystiq)
• Jesper Juhl (NYU)
• Eric Goldberg (Crossover Technologies)
• Margaret Wallace (Playmatics)
• Ethan Mollick (Wharton MGMT)
• Frank Lee (Drexel)