Gamification - NWEN breakfast 7.9.10
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This document discusses gamification and its use in unlocking engagement, generating virality, and motivating behavior. Some key points made include: - Gamification utilizes game mechanics like points, achievements, levels, and leaderboards to motivate specific behaviors. - It taps into fundamental human motivations of competence, autonomy, and relatedness. - Examples of successful gamification include fitness apps that motivate exercise and location-based games that encourage exploration. - Gamification is a powerful motivator that can drive engagement and virality at low cost for businesses.
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Gamification - NWEN breakfast 7.9.10
- 1. Gamification! Scott DodsonCOO, Bobber Interactive
- 2. Gamification! Unlocking Engagement, Generating Virality, & Motivating Behavior Scott DodsonCOO, Bobber Interactive
- 3. Premise “When given a choice between two similar activities, consumers will always choose the one that’s more enjoyable.” (Gabe Zichermann, CEO BeamMe, author[with Joselin Linder], of Game Based Marketing)
- 5. Why I Care I Gamified Everything
- 6. Why I Care I Gamified Everything
- 7. Why I Care I Gamified Everything
- 8. Why I Care I Gamified Everything Playful Perception: choosing how to experience your world Herbert L. Leff 1984 Very Empowering Distinctions Serial Entrepreneur “Cottage” Entrepreneurialism Flying Rhino Studios Tenacious Games Divide by Zero Games Bobber Interactive
- 9. Why you might care “I am more interested in entrepreneurs who are focused on the ‘video-gamification’ of other lines of business from education to ecommerce, advertising to health. These areas seem less obvious, but offer more room for innovation. (Bing Gordon, Kleiner Perkins Caufield & Byers)
- 10. Why you might care “Gaming 3.0 is about leveraging game mechanics to re-invigorate other markets: …points, achievements, and leveling up… We can utilize game constructs in other industries which no longer monetize as effectively via macro-transaction or advertising.” (Tim Chang, Norwest Venture Partners)
- 11. Big Door Pivoted into a GamificationPaltform Play ~ 6 months ago Raised $5M led by Brad Feld, Founders Co-op
- 12. Game Game: an activity involving skill, chance, or endurance played according to a set of rules. Might have/be: Competition/Cooperation Solo/Social Spectators/Private
- 13. Gamification Frequent Characteristics Real world meta game Game metric Score, Points, Currency Persistence Progression Level, Title, Badges, Reputation, Leader board Velvet rope Scarcity, Earned Progression
- 14. Gamification Effective Characteristics Scott Rigby: Immersyve Competence Autonomy Relatedness Re-Engagement Virality Any Specific Behavior
- 15. A (very) Brief History of Games I: Prehistory & Ancient Games
- 17. Chance
- 18. Endurance
- 19. Set of Rules
- 20. Other People
- 22. Chance
- 23. Endurance
- 24. Set of Rules
- 25. Other People
- 27. Chance
- 28. Endurance
- 29. Set of Rules
- 30. Other People
- 31. Metric
- 32. Skill
- 33. Chance
- 34. Endurance
- 35. Set of Rules
- 36. Other People
- 37. Metric
- 39. Chance
- 40. Endurance
- 41. Set of Rules
- 42. Other People
- 43. Metric
- 44. Cats
- 45. Skill
- 46. Chance
- 47. Endurance
- 48. Set of Rules
- 49. Other People
- 50. Metric
- 51. Meta game
- 52. Persistence
- 53. Progression
- 54. Currency
- 56. Human Beings Fundamental Motivations/Rewards: Survival – Procreation Security – Nesting Civilization Designed to Meet (and Activate) Needs and Rewards Game Mechanics Designed to Meet (and Activate) Needs and Rewards Health/Obesity Environment Energy Unfulfilling work Gamification!
- 57. Early Game Layers Green Stamps Boy Scouts Merit badges McDonald’s Monopoly Airline mileage programs
- 60. “Mechanical Turk” leverage Using Human Game Players to do tasks ESP Game- Professor Luis von Ahn Tens of millions of labels created for Google http://images.google.com/imagelabeler/
- 61. Charitable Giving Humanity Calls Cause World
- 62. Location Based
- 63. Location Based
- 64. Location Based
- 66. Fitness
- 67. Fitness
- 68. Fitness 6060 challenges 232.5 million miles run
- 69. Fitness
- 70. Fitness 6060 challenges 232.5 million miles run 5870 Active Challenges 253.5 Million Miles Run
- 71. Ecommerce
- 72. Lockerz Point / Reward based ecommerce
- 73. Ribbon Hero
- 74. Gamifying Gaming
- 76. summary Game Layer = Rewards & Feedback Framework Keys: Competence, Autonomy, Relatedness Powerful Motivator Low Cost Best at: Engagement/Re-engagement/Retention Virality Incenting Specific Behaviors
- 77. Contact Scott Dodson FB, LinkedIn First Name at Bobberinteractive.com @Gamebiz
- 78. Credits Dr. Byron Reeves of the Department of Communication at Stanford & J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement David EderyPrincipal, Fuzbi co-author with Ethan Mollickof Changing the Game: How Video Games Are Transforming the Future of Business Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/ James Currier of Ooga Labs who also credits Clay Shirkyand Bret Terrill David HelgasonCEO of Unity Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast My sincere apologies to anyone on this list or otherwise who feels they were not properly credited. Kindly point out my error and I will edit accordingly.
- 79. More The Fun Theory Award winner: Speed limit lottery: http://www.youtube.com/watch?v=KcaKocRXCB4&feature=player_embedded Groupon (social coupon buying) Social deals Rite Aid (Life) McDonald’s Monopoly clone Coke (Marketing) My Rewards Program www.mycokerewards.com WeSeed - Investment simulation game Kapitall- Gamified Stock trading MagiQuest- Gamifying Shopping Malls and Family Resort Stays HSX.com – Hollywood Stock Market Stack Overflow - Points and Reputation for expertise www.thesixtyone.com - gamified music site Lumos Labs- games to build mental health, memory and attention QR code games
- 81. Gamifying Gaming – Star Trek
Editor's Notes
- Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
- Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
- Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
- Its personal!Ever since I was a little kid Used a game model- an abstract game layer to keep me motivated, and ultimately to drive success in my relationships, businessCompartmentalization and abstraction Not a bad thing. key to success- air traffic controller, brain surgeon. Finding a way to get someone I liked to like me or Raising money from investorsI believe Unemployable is one of the definitions listed for Serial Entrepreneur. Raised A few Million Dollars couple of companies run as CEO or COO, and give more credit to my ability to see everything in temrs of a game I just needed to learn the rules of.So for me the trend of the real world becoming gamified is trend is very good news- its codifying something I’ve always wished for anyway.
- Really anything that has a fun layer, but…
- Really anything that has a fun layer, but…To heck with cajoling, influencing, convincing, and motivating. Create contexts for people where it is in their self interest to do what you want them to do. It works for them, and it works for you.
- …With all the stuff that doesn’t support my narrative conveniently edited out
- …With all the stuff that doesn’t support my narrative conveniently edited out
- … Of course, Online gamesPoints/Level ReputationVelvet Rope/enforced scarcityThree key levers: Purchases, Achievement, ParticipationWhat’s also interesting is this is where some of the really meaty game design mechanics also emerged in full force.I would credit Dungeons and Dragons for Persistence and Progression, but offloading the recordkeeping, and the enforcement of the ruleset to a computer, not to mention adding the relevance of a giant community to said progression & persistence is fogiveme: game changing [smile]
- … Of course, Online gamesPoints/Level ReputationVelvet Rope/enforced scarcityThree key levers: Purchases, Achievement, ParticipationWhat’s also interesting is this is where some of the really meaty game design mechanics also emerged in full force.I would credit Dungeons and Dragons for Persistence and Progression, but offloading the recordkeeping, and the enforcement of the ruleset to a computer, not to mention adding the relevance of a giant community to said progression & persistence is fogiveme: game changing [smile]
- Through evolution of Psychology and Psychological, Behavioural and Emotional Understandingand recent reinvigoration of games we have an unbelieveably Rich
- Solved a bunch of problems at least judged by population growthBut it Oversolved some: creating French fries + Pringles to solve hunger, for exampleNot to mention the new problems population itself presentedOn top of Obesity we have:some fundamental inequities some:Environmental challengesEnergy challengesEven some basic Scale and communication challenges.
- Shopping club cardsLow cost badges (had to sew on themselves) motivating in the social/community contextMeta game around slotsAnother form of Loyalty – originally highly unbalanced evolving into virtual currencyRite Aid: Life
- Professor Luis von Ahn, a winner of the MacArthur “genius grant.” ESP Gameaddresses the inability of today’s computers to identify random images. two anonymous players are matched online without any means of communicating. Both players are shown an image (for example, a flowering plant) while a clock counts down. The players must then type words that describe the image, such as “plant.” When both players have typed at least one word in common, they both score points. More importantly, the players have also unintentionally taught the computer that the picture contains a plant!More than 20 million labels have been harvested by the ESP Game in just a few years — the equivalent of several million dollars of free labor. Professor von Ahn estimates that just 5,000 people playing for a month could label every image on the web. Notably, Google has adopted the ESP Game and renamed it the Google Image Labeler, which anyone can play here.
- Gets even more interesting if integrated into grocery store loyalty card
- 6060 challenges232.5 million miles run
- E is for Evil
- What people tell us that’s good:They’re learning new featuresThey like competition with friends and coworkers, and competition motivates play (within Microsoft we hear a lot of hallway banter about people’s Ribbon Hero scores)What could be improved:If people play two challenges, they’re likely to play a lot of challenges; but we’re losing players before they finish two challengesonce players plateau or reach the max score, there’s nothing to keep them engaged94,852 Downloads (as of 5/12/2010)1,142 Facebook fans (as of 5/12/2010)120,000+ challenges played