The Power of Gamification
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What gamification is and is not, and how understanding and leveraging game mechanics can affect all aspects of a business, from marketing to management all the way through recruitment and sales.
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The Power of Gamification
- 1. THE POWER OF GAMIFICATION SEBASTIEN ARBOGAST
- 4. Photo by NESA by Makers on Unsplash
- 5. LET ME INTRODUCE YOU TO GAMIFICATION
- 6. WHAT IT'S NOT! GAMIFICATION • Throwing scores and badges around without any consistent design • Using game metaphors all over the place • Using a game to advertise or market a certain product • A quickfix for a bad system • A way to make something boring more "fun" • A gadget gimmick that can only have marginal effects
- 7. THE PROCESS OF GAME-THINKING AND GAME MECHANICS TO ENGAGE PEOPLE AND SOLVE PROBLEMS WHAT IS GAMIFICATION?
- 8. PRINCIPLES
- 9. WHAT IS ENGAGEMENT? Recency Frequency Duration Referrals Feedback Involvement AND HOW CAN YOU POTENTIALLY MEASURE IT?
- 11. WHAT GAMERS REALLY VALUE HIERARCHY OF REWARDS 1.Status 2.Access 3.Power 4.Stuff STICKYNESSINCREASES EFFECTIVENESSINCREASES COSTINCREASES
- 12. AND HOW IT AFFECTS OUTCOME REINFORCEMENT
- 13. UNDERSTANDING PLAYER MOTIVATION THE CONCEPT OF FLOW
- 14. BARTLE PLAYER TYPES 5% exclusive 20% non-exclusive 10% exclusive 40% non-exclusive 10% exclusive 50% non-exclusive 75% exclusive 80% non-exclusive You have to identify your own proportions and adapt your game design accordingly Acting Interacting EnvironmentPeople Killers Achievers Socializers Explorers
- 17. MECHANICS
- 18. THERE ARE A MANY! POINT SYSTEMS • Experience points (XP) • Redeemable points (RP) • Skill points • Karma points • Reputation points • Life points
- 19. LEVELS • Levels indicate progress on the path to mastery • Sticky because there is no shortcut • Must be more and more difficult (number of points to get to a level is not linear) • Using a progress bar or percentage can be a good idea • You can use metaphors like colors, precious metals or traveler types (tourist, explorer, adventurer, roamer, backpacker) • Make it visual
- 20. LEADERBOARDS • Really speaks to killers and achievers • Show ranking in context (player in the middle) • Slice it socially (amongst friends), geographically (by city) or globally, over time (eg last week), or even by skill score • Make interactions easier between players at the same level since they are playing the same game • If possible give hints as to how the player can move up one rank • Be careful about privacy and safety • Keep it positive: no public shaming for bad scores • Make it social, easily shareable
- 21. DYNAMICS
- 22. BADGES • Used to brag about achievements to other players • Allow you to create challenges for players • Can add an element of surprise (Foursquare badges) • Can be used as milestones for progress • Encourage social promotion (make it shareable) • Can be used instead of levels • Too many badges kill badges • Can be used as a sign of belonging (eg sticker on a laptop, branded mug or suitcase, etc.)
- 23. ONBOARDING • Insist heavily on the first few minutes • Give points right away • Don't force people to register to enter the game • Give them a taste of what the game will be about from a get go • Give information and rules progressively, not all at once • Make your players win directly • Design a very clear path at the beginning: action, reward, action, action, reward, register, action, action, share, …
- 24. CHALLENGES AND QUESTS • Fluctuations in the game • Compensate seasonality • For special events (eg launching a new city) • Break the monotonous nature, the routine of the game • Better specific to given group of players at a certain level • Encourage cooperation and/or competition • Let players join if they want, or leave them alone if they won't
- 25. SOCIAL ENGAGEMENT LOOPS Different loops for different levels, increase virality
- 26. HOW TO DESIGN A GAMIFIED EXPERIENCE?
- 27. LIST ALL THE ACTIONS YOU WANT TO ENCOURAGE IN PLAYERS STEP 1 • Show up to my talk • Stay awake and vigilant • Ask questions • Give me feedback about my presentation • Post about my talk on social media • Laugh at my jokes • Ask me questions later • Answer my questions
- 28. RANK THOSE PLAYER ACTIONS STEP 2 • Place those five top actions on the Bartle quadrant SHOW UP AWAKE ASK QUESTIONS GIVE FEEDBACK POST ON SOCIAL MEDIA
- 29. PLACE YOUR ACTIONS ON THE SCALE OF MASTERY STEP 3 SHOW UP AWAKE ASK QUESTIONS GIVE FEEDBACK POST ON SOCIAL MEDIA
- 30. ASSIGN A VALUE IN POINTS TO EACH ACTION STEP 4 Experience Redeemable Skill eg reliability Karma Life Show up 1000 100 Stay awake 3 - 1 à zone out Ask questions 2000 100 Give feedback 500 500 10 Post on social media 100 10 Reputation points are usually given by others
- 31. DESIGN BADGE SYSTEM STEP 5 • Think of a badge series to guide people to reaching each level (trainee, apprentice, jedi, jedi master, sith lord) • Think of a series of badges to show community belonging • Think of a few surprise badges that people only discover when they get them • Identify a logo for each badge • Make those badges visual, give out personalized laptop stickers or merch (think Youtube buttons)
- 32. DESIGN YOUR ONBOARDING EXPERIENCE STEP 6 • What questions will you ask your players first? • What actions will they be able to perform even before they register? • How many points will you give them right away? • Which rules are you going to reveal at each step of the onboarding process? • Which opportunities to fail can you remove at the beginning? • Design a first challenge for newbies
- 33. DEFINE A SOCIAL ENGAGEMENT LOOP FOR EACH LEVEL STEP 7 • What is the motivating emotion? (curiosity) • What's the social call to action? (show up) • How do you reengage players? (ask questions) • How do you make progress and rewards visible? (…)
- 34. STEP 8 • Decouple the game implementation from the business implementation in order to be able to change them independently • While making the overall experience as integrated as possible • Even better if you combine game mechanics and dynamics with the basic features of a social network: • User profiles • Connections between players • Action feed for each user IMPLEMENT A BASIC GAME
- 35. GAMIFICATION BY DESIGN GABE ZICHERMANN More details Case studies Implementation example