Gamification - Basic principles in theory with practical examples

GAMIFICATION
An introduction into the basic principles
Munich, 26.04.2013
Dr. Tobias Bürger
http://www.tobiasbuerger.com
[Le Chuck from Monkey Island 2, Lucas Arts]

Tobias Bürger "Gamification", 26.04.2013 (Contact: tobias@tobiasbuerger.com)Screenshot taken from Monkey Island 1 by Lucas Arts

Tobias Bürger "Gamification", 26.04.2013 (Contact: tobias@tobiasbuerger.com)
What is "GAMIFICATION"?
 Gamification is…
"…the use of game design
elements in non-game contexts."
[S. Deterding et al., 2011]

The use, not extension

not game technology

singular elements not whole games

"Game" (directed) instead of "Play" (only for pleasure)

the real purpose lies beyond the game

Games vs. Gamification
Games Gamification
Serious Games
Whole Parts
Games with a
Purpose

Gamification Examples
External Context
• FourSquare
• Club Psych
• PAYBACK Likes Lounge
Internal Context
• Windows 7 Language Quality Game
• Sun's Dawn of the Shadow Spectors
• Telefonica OK Enterprise
Behavior Change
• Nike+
• The Fun Theory
• Fitocracy

Scenario: External motivation (2)
Explore yourself: http://clubpsych.usanetwork.com/

Explore yourself: https://apps.facebook.com/likesloungebeta/

Microsoft Language Quality Game; Source: Microsoft

Explore yourself: http://nikeplus.nike.com/plus/

THE MYTH OF GAMIFICATION:
gamification = PBL

Was macht ein "Game" aus?
What makes up a "game"?
[The monkey is designed by Yahoo!]

Picture by M. Rehmeier

Major properties of games
"A game is a problem-solving activity,
approached with a playful attitude."
(J. Schell)
"A game is a series of
meaningful choices."
(S. Meier)
"A game has a boundary, different
from the real world and its rules are
only valid inside the circle."
(J. Huizinga)
"A game has a pre-lusory goal, constitutive rules, lusory
attitude, and the player is voluntarily overcoming obstacles."
(B. Suits)

How to "gamify" your
application?

Five steps to gamify your application
Define your business objectives
Think like a game designer
Know your players and support
their journey
Engage and motivate
Use the right game elements
1
2
3
4
5

(1) Define your business objectives!
Business
Value
User Value
Ideal state
1
more traffic
increase
customer loyalty
more transactions
gettings things
done easier
self-improvemen
instrumental value (cash)
fun&enjoyment
community recognitio
competence&achievem
increase engagement

A successful gamified application
must provide something that is
already meaningful to the user in
its own right!

(2) Think like a game designer!
Human-
centric
1. Business
process as
a game
2. Design
with a
purpose
3. Users as
players
4.
Experience
of the
players
5. Find the
fun
2

FU
N
easy fun hard fun
people fun
serious fun
goofing off
challenge
problem solvin
interacting
sharing
doing sth. meaningful
fellowship
winning
exploring
role playing
discovering
chilling
recognition
surprise

(3) Know your players!3
Source: http://commons.wikimedia.org/wiki/File:Pottery_game_players.JPG

Player Types: Kim's Social Engagement Verbs

Support the players journey!
journey = PROGRESSION + lifecycle
enduring experience
guide from
onboarding
to mastery
support
progression
keep the
flow

Engagement Loops
Action
Feedback
Motivation

Progression Loops
Start
• Substep 1
• Substep 2
Missions/
Challenges
Mission/
Challenges
Overall
objective

Support the player's lifecycle!
Onboarding
Rest
Climb
Boss
Fight
Mastery

Keep the user in the flow!
Source: http://mashable.com

(4) Engage and motivate!
There is not one/the best way to
motivate everyone!
4
[3-Headed-Monkey from Monkey Island 1, Lucas Arts]

Implement rewards in the right way!
[All badges appearing in this presentation are
taken from the PAYBACK Likes Lounge]

The Motivational Spectrum
Behaviour non self-determined self-determined
Locus of
motivation
None Non-internalised Internalised
Type of
motivation
Amotivation Extrinsic Motivation
Intrinsic
Motivation
Type of
regulation
Non-
regulation
External
regulation
Introjected
regulation
identified
regulation
Integrated
regulation
Intrinsic
Regulation
[adapted from Deci and Ryan, 2000]

What drives intrinsic motivation?
Intrinsic
Motivation
Competence
Autonomy
Relatedness

Use the right game elements to engage the
player in his journey
social (inter) actions
aesthetics
mechanicsdynamics
pacing
appointments
progressive
unlocks
reward schedules
dynamic systems points
levels
leaderboards
badges
missions
virtual goods
curiosity satisfaction
surprisedelight
pride
connection
5
dist. members

'Aye – you told me
that this is effective
!?
[Guybrush Threpwood from Monkey Island 1, Lucas Arts]
Source of figures on next slides: [Findlay and Alberts, 2011]
and http://enterprise-gamification.com/index.php/en/facts

Why does Foursquare work?
 Core activity driven
by intrinsic
motivation
 Supports the player
journey through
progress mechanics
 Actions of the player
in the game are
aligned with social
needs

How effective is it?
Club Psych
• +47% merchandising sales
• +45% page views on website (9M->16M)
• +150% avg. monthly visits (2->5)
• +60% avg. time spent on wesbiste (14->22)
DevHub Website Builder
• +200% avg. actions (4->12)
• +115% avg. number of visitors posting to blog (7->15%)
• +100% purchases by active users
Nelson Mandela Children’s Fund (NMCF)
Champion for Children Campaign
• +30% avg. awareness score
• +500% mentioned childline
• +325% identified types of abuse

Consumption Diary
• Completion rate: 30%->99%
• Avg. hapiness: 3.5->8.0
Language Quality Game
• >4600 total players
• >530.000 screens reviewed
• 119 average screens per player
FoldIt
• Gamers solved problem within 3 weeks,
scientiests couldn't solve it for 15 years.

The Fun Theory
• Bottle Bank Arcade: 50x more usage than nearby bottle return
• The world's deepest bin: 132% more trash was collected
• Piano stairs: 66% more people than normal choose to use the
stairways
Google Travel Expense System
• Nearly 100% compliance reached
American Express Nextpedition
• 2M likes

Gamification in practice: Increase of customer
engagement and loyalty with the PAYBACK Likes
Lounge
oR: HOW TO MAKE COLLECTING
POINTS SOCIAL?

Case Study: PAYBACK Likes Lounge
Missions to be completed next
Latest activities of LL friends
Current account balance
compared to friends
Information about recently
collected badges

Case Study: PAYBACK Likes Lounge
Colored badges have been
collected by the user already
Shows detailed information on who has
collected the badge yet
Badges that are grayed out
haven't been collected yet
4

Badges and Missions in the Likes Lounge
PAYBACK program use badge
• E.g., coupon use, affiliate
shopping use
• Number of TX within given time
frame
• Redemptions …
Social feature badge
• 'Likes' or 'shares' of certain
posts
• Participation in Facebook
survey
• Checkins …
Hybrid badge type
• Completion requires PAYBACK
program use …
• … and social features
• E.g., certain number of °P
collected together with friends
1 2
3

Is it fun?

Since its launch in May 2012, the Likes Lounge
attracts both consumers as well as partners
PartnerPAYBACK Members
• More than 150.000 users in 10 months
• Approx. 7.000 daily active users
• > 50% of our active fans on the fanpage talk
about the Likes Lounge
• Enthusiasts operate own blogs!
• 10 partners had already their own badges
and missions in the LL
• Status Concept has been successfully
launched with dm
49.000 participants
Mayors in all dm point of sales

Contact:
Dr. Tobias Bürger
tobias@tobiasbuerger.com

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