Gamification for MediaBarCamp

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Gamification for MediaBarCamp

  1. 1. Gamification. Learning from games Svetlana Dzeviatava and Alexander Chekan for MediaBarCamp March 2014
  2. 2. Gamification is… • The use of game elements and game design techniques in non-game contexts.
  3. 3. What are game elements?
  4. 4. Game elements are your toolbox for gamification • Achievements • Avatars • Badges • Boss fights • Collections • Combat • Content unlocking • Gifting • Leaderboards • Levels • Points • Quests • Social graph • Teams • Virtual goods
  5. 5. Why gamify?
  6. 6. Why gamify?
  7. 7. The Foursquare used gamification • Engagement gap • Choices • Progression • Social • Habit
  8. 8. Did it work? • Over 20 million users • Over 70 million $ in venture capital • Successfully overcame challengies from Facebook and others
  9. 9. We are all gamers now • 97% of kids 12-17 play videogames • The average game player in 30 years old (37% are older than 35 • 47% of all game players are women Sources: Pew Foundation and Entertainment Software Association
  10. 10. Where gamification adds value? • External Marketing, Sales, Customer engagement • Internal HR, productivity enhancement, crowdsourcing • Behavior change Health and wellness, sustainability, personal finance
  11. 11. External: Club Psych • Overall traffic on the USA Network site increased 30% • Online merchandise sales increased 50% • Pageviews increased 130% • Psych content shared 300 000 times on Facebook, reaching 40 million users
  12. 12. Internal: Microsoft • 4 500 participants • Reviewed over 500 000 dialog boxes • 6 700 bugs reported
  13. 13. Behavioral Change: Volkswagen Average speed in Stockholm trial decreased from 32 to 25 km/h
  14. 14. What makes games engaging?
  15. 15. What things are fun? • Winning • Problem solving • Exploring • Chilling • Teamwork • Recognition • Triumphing • Collecting • Surprise • Imagination • Sharing • Role Playing • Customization
  16. 16. Theories of FUN Nicole Lazzoro: • Easy FUN • Hard FUN • People FUN • Serious FUN • Fun can (and should be) designed • Fun can be challenging • Appeal to different kinds of fun
  17. 17. Fun in unexpected places • The world’s deepest trashcan
  18. 18. Fun in unexpected places • Piano stairs (better than escalator) More examples on http://www.thefuntheory.com
  19. 19. Game thinking generates business results LinkedIn Implementing of progress-bar increased the amount of users’ data for 20%.
  20. 20. Not all rewards are fun, not all fun is rewarding Google News • Meaningful choices • Puzzles • Mastery • Community • Different kinds of users
  21. 21. How can rewards demotivate Over justification effect • The reward substitutes for the intrinsic motivation • Studies confirm: - Drawing - Day care pickup - Blood donation - Teacher salaries
  22. 22. Gamification Design Framework • Define business objectives • Delineate target behaviors • Describe your players • Devise activity loops • Don’t forget the fun! • Deploy the appropriate tools
  23. 23. The ten rules of gamification 1. You are not making a game 2. Know what you are trying to achieve 3. Be prepared not to gamify 4. Games are rubbish at customer acquisition 5. Retention is crucial, yet criminally overlooked
  24. 24. The ten rules of gamification 6. Monetisation may sound great, but focus on your core business 7. No, games are not just about competition 8. Beware unintended consequences 9. Make it personal 10. Gamification is a process, not a project
  25. 25. External services for gamification • http://www.gigya.com • http://www.bunchball.com • http://badgeville.com • http://balalikea.ru • http://evrone.ru/ • http://www.pryaniky.com • More and more others
  26. 26. Gamification in Belarus • Altoros – employee motivation • Restaurants and cafes • TUT.BY – nearest future
  27. 27. Don’t be afraid: gamify! Svetlana Dzeviatava, TUT.BY sd@tutby.com Alexander Chekan, TUT.BY ac@tutby.com

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