Getting the "Game" Back Into Gamification: A Veteran Video Game Designer's Perspective, Steve Bocska
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Gamification hit the scene a decade ago amidst great hope, hype and promise of bringing a revolutionary new approach to compelling community engagement. But far too many projects have failed to deliver anything more than fleeting, short-term results. Video game industry veteran Steve Bocska draws on his extensive experience producing and designing AAA video games for Disney, Electronic Arts, Sega, and Ubisoft - games that tens of millions of people have paid their own money to play. He highlights the most common gamification misconceptions, mistakes, and breakdowns while offering a glimpse into a secret toolkit of proven mechanics and powerful new analytics.
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Getting the "Game" Back Into Gamification: A Veteran Video Game Designer's Perspective, Steve Bocska
- 1. Getting the "Game" Back Into Gamification A Veteran Video Game Designer's Perspective Steve Bocska
- 8. Steve Bocska CEO Producer (Associate) $8m budget 4.7 million units sold $200m+ revenue Producer (Audio) $10m budget 3.8 million units sold $150m+ revenue Game Designer/Producer $3.3m budget 4.9 million units sold $125m+ revenue Founding CEO $6.5m raised 130+ employees
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- 13. LITTLE BOBBY
- 14. LITTLE BOBBY
- 15. Rank Name Points 1 Someone I Don't Trust 115,492,316 2 Someone I Hate 1,325,953 3 Someone I Hate 1,156,090 4 Someone I Hate 1,030,118 5 Someone I Hate 1,001,764 6 Someone I Hate 987,436 7 Someone I Hate 952,576 8 ME 943,102 9 Someone Who Hates Me 920,715 10 Someone Who Hates Me 914,855 11 Someone Who Hates Me 910,993 12 Someone Who Hates Me 903,164 13 Someone Who Hates Me 899,354 14 Someone Who Hates Me 870,438 Top Leaders Overall βLβ
- 19. SNES
- 20. Steve Bocska CEO Steveβs Net Engagement Scoreβ’ (SNESβ’)
- 21. Steveβs Net Engagement Scoreβ’ (SNESβ’) πππΈπ = π ππ€ πΌππ‘πππππ‘ππ£π πΌπππ’π‘π (πππ ππππππ ) Steve Bocska CEO
- 22. Steveβs Net Engagement Scoreβ’ (SNESβ’) πππΈπ = πΌππ‘ππππ π‘πππ πβπππππ π ππ€ πΌππ‘πππππ‘ππ£π πΌπππ’π‘π Steve Bocska CEO
- 23. Steveβs Net Engagement Scoreβ’ (SNESβ’) πππΈπ = πΌππ‘ππππ π‘πππ πβπππππ π₯ πΆπππ πππ’πππππ π ππ€ πΌππ‘πππππ‘ππ£π πΌπππ’π‘π Steve Bocska CEO
- 24. Steveβs Net Engagement Scoreβ’ (SNESβ’) πππΈπ = πΌππ‘ππππ π‘πππ πβπππππ π₯ πΆπππ πππ’πππππ π₯ ππππ ππππ π π’ππ π ππ€ πΌππ‘πππππ‘ππ£π πΌπππ’π‘π Steve Bocska CEO
- 25. πππΈπ = πΌππ‘ππππ π‘πππ πβπππππ π₯ πΆπππ πππ’πππππ π₯ ππππ ππππ π π’ππ π ππ€ πΌππ‘πππππ‘ππ£π πΌπππ’π‘π Steve Bocska CEO BIGGER BIGGER BIGGER! SMALLER SMALLER SMALLER!
- 26. Steve Bocska CEO 0 β Steveβs Net Engagement Scoreβ’ (SNESβ’)
- 27. Steve Bocska CEO 0 β Google ~1 Steveβs Net Engagement Scoreβ’ (SNESβ’)
- 28. Steve Bocska CEO Video Games 50+ 0 β Google ~1 Steveβs Net Engagement Scoreβ’ (SNESβ’)
- 29. Steve Bocska CEO Video Games 50+ 0 β Clickbait < 1 Google ~1 Steveβs Net Engagement Scoreβ’ (SNESβ’)
- 30. Steve Bocska CEO Video Games 50+ 0 β Gamification 5-150 Clickbait < 1 Google ~1 Steveβs Net Engagement Scoreβ’ (SNESβ’)
- 31. The Boring Old Way Desired Action Desired Action Desired Action Reward
- 38. Getting the "Game" Back Into Gamification A Veteran Video Game Designer's Perspective Steve Bocska
- 39. Kotex: Before NET ENGAGEMENT SCORE 1.0-1.2 β’ Challenge: Community was growing discontented and unresponsive to repetitive, simple social medial engagement gimmicks and promotions, sales were lagging β’ Starting Point: Engagement through product line information, sweepstakes and simple social media contests, transactional loyalty points program, simple tools & interactive content activities
- 40. Picnicβ’ Feature Engagement Outcome Personalized dynamic user profiles Enhanced commitment and personal investment Highly-leveraged content activities Meaningful interest-based engagement Competitive ranking & recognition Fosters high motivation to advance in relation to other users User timeline and history Reflects users personal story to build loyalty Omni-channel contesting systems Boosts short-term engagement through extrinsic motivators Kotex: Mis Momentos NET ENGAGEMENT SCORE 7.0-9.6
- 41. Canadian Space Agency: Before NET ENGAGEMENT SCORE 0.9-1.8 β’ Challenge: βGovernmentβ feel of online experience hampered engagement and challenged their relevancy to the community β’ Starting Point: Static quality web content, dated presentation and user navigation, poorly targeted experiences
- 42. Picnicβ’ Feature Engagement Outcome Personalized dynamic user profiles Enhanced commitment and personal investment User-centric adaptive questing Dynamically motivators that drive conversion to βthe next stepβ Highly-leveraged content activities Meaningful interest-based engagement Responsive unlocking of new challenges Interactive loops that drive repeat activity Gameplay-engagement feedback loop Interesting choices & consequences inspire deep engagement All-purpose currency/credit system Loyalty quantified to create sense of accumulated value Integrated/consequential mini-games Highly interactive, βfun-firstβ distractions provide rich variety CSA: Mission: Astronaut NET ENGAGEMENT SCORE 27-76
- 43. β’ Challenge: digital strategy misaligned with community needs, important content was not reaching the intended audience β’ Starting Point: Website with basic navigation and hierarchical sitemap design, static content, linear user flow with very limited interactivity Adoptive Families Association: Before NET ENGAGEMENT SCORE 0.7-0.9
- 44. Picnicβ’ Feature Engagement Outcome Personalized dynamic user profiles Enhanced commitment and personal investment Highly-leveraged content activities Meaningful interest-based engagement User timeline and history Reflects users personal story to build loyalty Gameplay-engagement feedback loop Interesting choices & consequences inspire deep engagement All-purpose currency/credit system Loyalty quantified to create sense of accumulated value Adoptive Families Association: AgedOut NET ENGAGEMENT SCORE 6.5-9.6
- 45. β’ Challenge: Online community participation plateaued, sponsors and fans growing weary of static content, simple contests rewarded most dedicated fans, alienated broad audience β’ Starting Point: Background show info, static downloadables, trivia activity, Watch & Play Facebook βgameβ, mailing list, podcasts, merchandise e-store Ice Pilots: Before NET ENGAGEMENT SCORE 1.2-1.5
- 46. Picnicβ’ Feature Engagement Outcome Highly-leveraged content activities Meaningful interest-based engagement Competitive ranking & recognition Fosters high motivation to advance in relation to other users Community collaboration activities Strengthens community purpose and identity Interest-based matchmaking Personalized community segmentation and consolidation Omni-channel contesting systems Boosts short-term engagement through extrinsic motivators Gameplay-engagement feedback loop Interesting choices & consequences inspire deep engagement Integrated/consequential mini-games Highly interactive, βfun-firstβ distractions provide rich variety Ice Pilots: Air Hunt NET ENGAGEMENT SCORE 8.6-24.0
- 47. β’ Challenge: Long-standing program was suffering from campaign stagnation resulting in years of relatively modest growth, were looking for a breakout solution to revitalize community enthusiasm β’ Starting Point: Website with static information, fragmented content (videos, songs, resources), disconnected social media strategy used primarily to drive simple contesting Conservation Pays: Before NET ENGAGEMENT SCORE 0.8-1.1
- 48. Picnicβ’ Feature Engagement Outcome Personalized dynamic user profiles Enhanced commitment and personal investment User-centric adaptive questing Dynamically motivators that drive conversion to βthe next stepβ Highly-leveraged content activities Meaningful interest-based engagement User timeline and history Reflects users personal story to build loyalty Gameplay-engagement feedback loop Interesting choices & consequences inspire deep engagement All-purpose currency/credit system Loyalty quantified to create sense of accumulated value Integrated/consequential mini-games Highly interactive, βfun-firstβ distractions provide rich variety Conservation Pays: Challenge NET ENGAGEMENT SCORE 7.0-9.6
- 49. Getting the "Game" Back Into Gamification A Veteran Video Game Designer's Perspective Steve Bocska
- 50. SteveBocska Waitlist for SNES whitepaper email:info@pugpharm.com Subject: WHITEPAPER