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the business of games<br />LEVEL 1<br />Stephen Gay – Design Innovation Group – Intuit 2011<br />
What games do you play?<br />
Fun is just another <br />word for learning<br />Ralph Koster <br />(Game Designer, Ultima Online)<br />
How can games help your business?<br />
Play Video<br />Play Video<br />TheFunTheory.com - Rolighetsteorin.se<br />
What did you observe?<br />
2. Put in bin<br />bring bottles<br />The Task – Recycle <br />
Fun and Play(while working & learning)<br />The Goal: Engagement<br />
Reward<br />Competition<br />Achievement<br />Game Dynamics<br />
Game Dynamics are the motivational desires used over time to create an engaging experience. <br />Source: Amy Jo Kim, Ph.D...
Points<br />Missions<br />Leaderboard<br />Game Mechanics<br />
Game Mechanics are actions and systems that make progress visible.<br />Source: Amy Jo Kim, Ph.D<br />
Fun and Games can:<br />Drive engagement<br />Motivate desired behavior<br />Increasing user participation<br />That can h...
1.0 Get Started<br />Fun & games can drive engagement, motivate, & increase participation.<br />Game Dynamics are motivati...
Game thinking can be a powerful tool for business.<br />
What is a Game?<br />A Game are unnecessary obstacles we volunteer to tackle. <br />Great games are social.<br />Source: J...
What is Game thinking?<br />Game thinking is about using fun and game principles to design solutions to real-world problem...
A successful game needs to be played. <br />Design for the player and solve their problems.<br />
Optimal playing experience<br />Source: Mihaly Csikszentmihalyi <br />
Consider the balance between Challenge & Ability. <br />Maintaining the balance is key to the <br />maintaining engagement...
Playing is a journey overtime.<br />Master<br />Expert<br />Novice<br />Source: Amy Jo Kim, Ph.D<br />
Design for play along a journey and balance ability with challenge.<br />
Finally consider the right game dynamics & mechanics.<br />
Game thinking is morethan loyalty.<br />120 million people accrue airline points<br />Points + Gifts<br />
Game thinking can change behavior.<br />eBay rating drives transactions<br />Levels + Status<br />
Game thinking is in your car.<br />Zero emissions<br />Social <br />Comparison<br />+points<br />
Game thinking can change you.<br />Virgin Health Miles<br />Challenges + Achievement<br />
Game thinking can have big impact.<br />Urgent Evoke<br />Challenges + <br />Narrative<br />
2.0 The Basics<br />A game are unnecessary obstacles we volunteer to tackle.<br />Design for a player and a journey.<br />...
We missed something!<br />Go back 1 space<br />
What about Usability?<br />Usability is the ease of use <br />and learnability.<br />
Would golf change if we only considered usability?<br />
Usability versus Game thinking<br />Rock’em <br />Sock’em metaphor<br />
The Answer:<br />Leveraging the positive aspects of <br />game thinking (fun and play) with the efficiency of usability (s...
You GOT <br />YOUR 1st BADGE!<br />
What is all the buzz about <br />Gamification?<br />Not motivated? Make a game of it<br />The Tech Industry's Tea Party<br...
Gamification is the process of using game thinking and game mechanics to solve problems and engage users <br />Source: Gab...
Gamification proponents consider game mechanics to be a kind of monosodium glutamate or sweetener.  Just add to any produc...
Is there a turn key solution?<br />
The Truth: <br />Better engagement is achieved through game thinking, not generic game mechanics.<br />
Engagement is the power metric which drives Gamification.<br />Recency<br />Frequency<br />Duration<br />Virality<br />Rat...
Gamification can be addictive.Foursquare<br />
Gamification can be surprising. <br />Get Yourself Tested (an STD NPO) partnered with Foursquare to promote awareness. <br...
Mobile makes it that much better!<br />Leaderboards<br />& Status<br />Reward <br />& Virtual Goods<br />Points & Competit...
Nike + Apple<br />1.8 million people use <br />Nike+ iPod<br />Challenges + Achievement<br />
Leverage the unique features of mobile.<br />Location (GPS)<br />Camera <br />Multi-touch<br />Accelerometer<br />Gyroscop...
Multiple platforms keeps the momentum. Gowalla<br />Web<br />Mobile<br />Tablets<br />
3.0 Playing.<br />Gamification is the process of using game thinking and game mechanics to solve problems and engage users...
Applied game thinking<br />Determine what lever (business goal) to promote.<br />Apply game thinking to increase engagemen...
Familiar game mechanic and dynamic patterns.<br />Eight familiar game mechanics<br />More: Secret Game Deck<br />
Collecting<br />Foodspotting<br />Review & Places<br />Users snap photos of food earning badges<br />Yelp<br />Reviews<br ...
Points / Currency<br />Big Brain<br />Trivia<br />Users complete games to earn points and compete with friends and the com...
Social Comparison<br />Foursquare<br />Places<br />Users compete based on unique check-ins to become a Mayer<br />Digg<br ...
Narrative<br />Pocket Zoo<br />Places<br />Promote exploration using maps and places to explore the zoo.<br />HomeFinder<b...
Reinforcement<br />Babies<br />Photography<br />Encourages usage with reminds to capture photos.<br />Second Opinion<br />...
Customization<br />Farmville<br />Game<br />Users play, compete and collect in a virtual world.<br />Gowalla<br />Places<b...
Virtual Goods<br />Mafia<br />Game<br />To gain a competitive advantage users purchase virtual items.<br />Hipstamatic<br ...
Surprises<br />Tweetie<br />Tiny Message<br />Easter Eggs provide surprise and reward for frequent users while delivering ...
Go beyond<br />Field Agent<br />Research<br />Users get cash incentives for accomplishing a task.<br />TapTap<br />Game<br...
4.0 Applied<br />Focus on the primary lever.<br />Keep a game thinking mindset.<br />Leverage familiar game mechanics.<br ...
HOME STRETCH<br />
Game Thinking Design Principles<br />Define specific goals, actions & measurements<br />Make actions realistic, explicit a...
Design Principles cont.<br />Provide clear status and measurements<br />Provide clear instant feedback<br />Make challenge...
Summary<br />Companies can leverage game thinking to delight customers, increase usage and achieve business goals.<br />
Thanks!<br />Have an EPIC WIN<br />DONE<br />
Questions<br />Stephen Gay<br />Intuit - DIG Design Innovation Group<br />info@stephengay.com<br />Twitter: stephengay<br ...
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Game Thinking - The Business of Gaming (Gamification)

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Companies can leverage game thinking (gamification) to delight customers, increase usage and achieve business goals. The following deck is an overview of my research on the topic of gamification and game thinking. Enjoy!

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Game Thinking - The Business of Gaming (Gamification)

  1. 1. the business of games<br />LEVEL 1<br />Stephen Gay – Design Innovation Group – Intuit 2011<br />
  2. 2. What games do you play?<br />
  3. 3.
  4. 4.
  5. 5. Fun is just another <br />word for learning<br />Ralph Koster <br />(Game Designer, Ultima Online)<br />
  6. 6.
  7. 7. How can games help your business?<br />
  8. 8. Play Video<br />Play Video<br />TheFunTheory.com - Rolighetsteorin.se<br />
  9. 9. What did you observe?<br />
  10. 10. 2. Put in bin<br />bring bottles<br />The Task – Recycle <br />
  11. 11. Fun and Play(while working & learning)<br />The Goal: Engagement<br />
  12. 12. Reward<br />Competition<br />Achievement<br />Game Dynamics<br />
  13. 13. Game Dynamics are the motivational desires used over time to create an engaging experience. <br />Source: Amy Jo Kim, Ph.D<br />
  14. 14. Points<br />Missions<br />Leaderboard<br />Game Mechanics<br />
  15. 15. Game Mechanics are actions and systems that make progress visible.<br />Source: Amy Jo Kim, Ph.D<br />
  16. 16. Fun and Games can:<br />Drive engagement<br />Motivate desired behavior<br />Increasing user participation<br />That can help business.<br />
  17. 17. 1.0 Get Started<br />Fun & games can drive engagement, motivate, & increase participation.<br />Game Dynamics are motivational desires overtime.<br />Game Mechanics are actions and systems that make progress visible.<br />
  18. 18.
  19. 19. Game thinking can be a powerful tool for business.<br />
  20. 20. What is a Game?<br />A Game are unnecessary obstacles we volunteer to tackle. <br />Great games are social.<br />Source: Jane McGonigal<br />
  21. 21. What is Game thinking?<br />Game thinking is about using fun and game principles to design solutions to real-world problems.<br />Source: Gaurav Mishra<br />
  22. 22. A successful game needs to be played. <br />Design for the player and solve their problems.<br />
  23. 23. Optimal playing experience<br />Source: Mihaly Csikszentmihalyi <br />
  24. 24. Consider the balance between Challenge & Ability. <br />Maintaining the balance is key to the <br />maintaining engagement.<br />
  25. 25. Playing is a journey overtime.<br />Master<br />Expert<br />Novice<br />Source: Amy Jo Kim, Ph.D<br />
  26. 26. Design for play along a journey and balance ability with challenge.<br />
  27. 27. Finally consider the right game dynamics & mechanics.<br />
  28. 28. Game thinking is morethan loyalty.<br />120 million people accrue airline points<br />Points + Gifts<br />
  29. 29. Game thinking can change behavior.<br />eBay rating drives transactions<br />Levels + Status<br />
  30. 30. Game thinking is in your car.<br />Zero emissions<br />Social <br />Comparison<br />+points<br />
  31. 31. Game thinking can change you.<br />Virgin Health Miles<br />Challenges + Achievement<br />
  32. 32. Game thinking can have big impact.<br />Urgent Evoke<br />Challenges + <br />Narrative<br />
  33. 33. 2.0 The Basics<br />A game are unnecessary obstacles we volunteer to tackle.<br />Design for a player and a journey.<br />Find a balance between challenge & ability.<br />Don’t start with game dynamics & mechanics. <br />
  34. 34. We missed something!<br />Go back 1 space<br />
  35. 35. What about Usability?<br />Usability is the ease of use <br />and learnability.<br />
  36. 36. Would golf change if we only considered usability?<br />
  37. 37. Usability versus Game thinking<br />Rock’em <br />Sock’em metaphor<br />
  38. 38. The Answer:<br />Leveraging the positive aspects of <br />game thinking (fun and play) with the efficiency of usability (speed and simplification).<br />
  39. 39. You GOT <br />YOUR 1st BADGE!<br />
  40. 40.
  41. 41. What is all the buzz about <br />Gamification?<br />Not motivated? Make a game of it<br />The Tech Industry's Tea Party<br />Business Looks to Win at 'Gamification'<br />SCVNGR’s Secret Game Mechanics Playdeck<br />Play to win: The game-based economy<br />
  42. 42. Gamification is the process of using game thinking and game mechanics to solve problems and engage users <br />Source: Gabe Zichermann & Bunchball, Inc. 2010<br />
  43. 43. Gamification proponents consider game mechanics to be a kind of monosodium glutamate or sweetener. Just add to any product to give it a kick, to make it more fun, motivating and engaging.<br />Source: Will Wright (Game Designer, SimCity) <br />
  44. 44. Is there a turn key solution?<br />
  45. 45. The Truth: <br />Better engagement is achieved through game thinking, not generic game mechanics.<br />
  46. 46. Engagement is the power metric which drives Gamification.<br />Recency<br />Frequency<br />Duration<br />Virality<br />Ratings<br />Source: Gabe Zichermann<br />
  47. 47. Gamification can be addictive.Foursquare<br />
  48. 48. Gamification can be surprising. <br />Get Yourself Tested (an STD NPO) partnered with Foursquare to promote awareness. <br />GYT and Foursquare<br />Places + Badges<br />
  49. 49. Mobile makes it that much better!<br />Leaderboards<br />& Status<br />Reward <br />& Virtual Goods<br />Points & Competition<br />
  50. 50. Nike + Apple<br />1.8 million people use <br />Nike+ iPod<br />Challenges + Achievement<br />
  51. 51. Leverage the unique features of mobile.<br />Location (GPS)<br />Camera <br />Multi-touch<br />Accelerometer<br />Gyroscope<br />When combined with Gamification can be a winning combination.<br />
  52. 52. Multiple platforms keeps the momentum. Gowalla<br />Web<br />Mobile<br />Tablets<br />
  53. 53. 3.0 Playing.<br />Gamification is the process of using game thinking and game mechanics to solve problems and engage users.<br />Gamification can be addictive.<br />Mobile amplifies Gamification.<br />
  54. 54.
  55. 55. Applied game thinking<br />Determine what lever (business goal) to promote.<br />Apply game thinking to increase engagement.<br />Select and test appropriate game dynamics and mechanics. <br />Case study<br />
  56. 56. Familiar game mechanic and dynamic patterns.<br />Eight familiar game mechanics<br />More: Secret Game Deck<br />
  57. 57. Collecting<br />Foodspotting<br />Review & Places<br />Users snap photos of food earning badges<br />Yelp<br />Reviews<br />Users check-in and review to earn badges<br />Gowalla<br />Places<br />Users check-in to collect badges, items and accomplish trips<br />
  58. 58. Points / Currency<br />Big Brain<br />Trivia<br />Users complete games to earn points and compete with friends and the community<br />EpicWin<br />To Do<br />Users assign value to item to collect points and grow character<br />
  59. 59. Social Comparison<br />Foursquare<br />Places<br />Users compete based on unique check-ins to become a Mayer<br />Digg<br />Feeds<br />Followers rate likes an dislike to share and promote feed<br />Arcade Hockey<br />Game<br />Provides badges and points, but promotes competition by sharing with friends.<br />
  60. 60. Narrative<br />Pocket Zoo<br />Places<br />Promote exploration using maps and places to explore the zoo.<br />HomeFinder<br />Realestate<br />Leverage treks to create open house trips for potential buyers.<br />Scvngr<br />Places<br />Users define or participate in treks. Treks complete an experience.<br />
  61. 61. Reinforcement<br />Babies<br />Photography<br />Encourages usage with reminds to capture photos.<br />Second Opinion<br />Question<br />Post a question to the community and encourage participation.<br />Hot or Not<br />Dating<br />Users rate community profiles for exposure. The system encourages profile completion<br />
  62. 62. Customization<br />Farmville<br />Game<br />Users play, compete and collect in a virtual world.<br />Gowalla<br />Places<br />Users can commission places with customized, icons and content.<br />Bobba Bar<br />Messaging<br />Allows user to create personal avatars while interacting with a social space.<br />
  63. 63. Virtual Goods<br />Mafia<br />Game<br />To gain a competitive advantage users purchase virtual items.<br />Hipstamatic<br />Photography<br />For photographic results users can purchase new lenses, film or flashes.<br />
  64. 64. Surprises<br />Tweetie<br />Tiny Message<br />Easter Eggs provide surprise and reward for frequent users while delivering information.<br />Chase<br />Banking<br />A simple puzzle and interactions leveraging the camera to accomplish a boring task. <br />Urbanspoon<br />Reviews<br />Randomization adds delight and discoverability to find a local restaurant.<br />
  65. 65. Go beyond<br />Field Agent<br />Research<br />Users get cash incentives for accomplishing a task.<br />TapTap<br />Game<br />Users play for points and credits to customize. Collection of credits can be leveraged.<br />Hipstamatic<br />Photography<br />Beyond photography users can order prints.<br />
  66. 66. 4.0 Applied<br />Focus on the primary lever.<br />Keep a game thinking mindset.<br />Leverage familiar game mechanics.<br />Apply game thinking design principles.<br />
  67. 67. HOME STRETCH<br />
  68. 68. Game Thinking Design Principles<br />Define specific goals, actions & measurements<br />Make actions realistic, explicit and accessible<br />Define relationship between action and goals<br />Foursquare<br />Action = Check-in<br />Goals = Mayor, coming Get Deals<br />Measurement = Points and Social status<br />Accessible = Primary action<br />Source: Sebastian Deterding <br />
  69. 69. Design Principles cont.<br />Provide clear status and measurements<br />Provide clear instant feedback<br />Make challenges progressively more difficult <br />Create social comparisons<br />Source: Sebastian Deterding <br />
  70. 70. Summary<br />Companies can leverage game thinking to delight customers, increase usage and achieve business goals.<br />
  71. 71. Thanks!<br />Have an EPIC WIN<br />DONE<br />
  72. 72. Questions<br />Stephen Gay<br />Intuit - DIG Design Innovation Group<br />info@stephengay.com<br />Twitter: stephengay<br />Interested in more? Send me an email.<br />

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