Gsummary from Gsummit 2012


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My notes from attending the gamification summit Jan 20,21

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Gsummary from Gsummit 2012

  1. 1. Top Things I learned about the Gsummit:1. You need to have skin in the game. Adeo of Founder Institute found that users who were given a scholarship to attend the program performed worse than users who paid for it.2. Mass Customization. Talked to or heard companies such as United, Amex, Nike, looking for a way to provide customized experience via technology for their population3. Mothers are naturally great gamers, because getting a kid to school requires a bunch of mechanics.4. Similarly, we treat a lot of real-world events like games. We just don’t think about it… Like cleaning is an game around organizing and logistics.5. 55% of social gamers are women, and 53% of Zynga gamers are women between the ages of 25 and 44. The likelihood of becoming a social gamer increases once you have a kid.6. Negative Achievements. A little risky, but can also convey that a humorous tone.7. 16 Practical design patterns from Nadya around User Engagement8. Variable rewards are successful because we seek to create order when there is chaos. It’s not so much about the rewards, but the search (Skinner)9. Phases of Commitment: Should I "spend" on this? Only an idiot would spend on something that’s no good. Since I spent $ on it, it must be good. Therefore I will continue to commit.10. You can call it bribery. I don’t think of it that way. Its GENIUS. -Chamillionaire
  2. 2. Reinventing Loyalty: How Gamification Reshapes Consumer MarketingKrishnan Saranathan, Managing Director of MileagePlus at United Airlines Awesome Threesome UAL is proud of these three elements:Notes Tiered achievements, progress bars, andUnited Likes to think of themselves as a Loyalty Network with over100+ Partners. Key elements of Gamification are in play to actively Rewards/Recognitionengage customers:• Tiered Achievement Levels: Very important for UAL• Progress bars and goal pursuits:• Rewards & Recognition We need to go to there Go to where the users talk aboutHow do you measure the success of a loyalty program? What is the mileage to learn more and find UAL’sROI? most passionate usersQuant: Measuring ROI accurately is hard to do in the Airlineindustry. (did not answer, but noted that measuring ROI isimportant). This is a pressing issue for UAL as the company hasbeen doing it for a while.Qual: Members share their wisdom, discuss issues and offerconstructive criticisms through online forumsUAL has created games for their product marketing campaign. Forexample, in the Optathlon game, playing the game re-inforcedconcepts like more legroom in Economy + . Users were part of aleaderboard, earned rewards, and participated in sweepstakes.Results (shown on the right)How does UAL view the value of a mile?From an accounting point of view. When a customer redeems amile, UAL recognizes the revenue. There is a cost associated with Resultsthe miles, and each redemption draws down on the account. 2x Pop. They measure performance. OurBiggest challenge: opportunity is toSuccess has turned into a challenge for UA (and most likely otherlarge loyalty firms like AMEX), how does UAL stay relevant with such define what ROI is.a diverse and big user base? Especially to those who barely fly at all.Why relevant to frequent travelers. How do we be relevant to UAL wants to be a Virtualtravelers who dont fly at all? CurrencyUAL wants to drive currency consolidation by expanding partnernetwork, thereby increasing engagement UAL wants to sign as many deals as possible to hitLike Canada and much of Europe. It seems as if UAL is trying to bethe platform and use it’s points as a currency item.Key Challenge: How can we engage with the user to create apersonalized experience?
  3. 3. KEYNOTE: Engage Employees and Drive Innovation with Game On: 16 Design Patterns for User EngagementGamification Nadya Direkova, Senior UX Designer at GoogleJP Rangaswami, Chief Scientist of The theory behind Gamification has been around since the 1990s. First put forth by Mihaly Csikszentmihalyi. He discusses what it’s like to be in the Zone (he called it flow) Gamification is a buzz word. Game mechanics are truisms. If you want performance to be high, you need * Clear goals * Match between skill required, skill What are game mechanics? Design patterns that promote play and play-like * The focus, the concentration engagement. WE’LL DISCUSS HOW THEY APPLY TO 3 ASPECTS OF THE USER JOURNEY: COME AND TRY IT (OnBoarding) Visual storytelling Visual Cues Tutorials Responsive Objects Reward Schedule Disc BRING FRIEND (Social) Gated trial – form a team Social feedback Repuation Sharing Milestones Mischief Come Back (Retention) Advanced user paths content unlocks quests queue Time pressure Scarcity engagement
  4. 4. The Future of Gamification is EmotionNicole Lazzaro, President XEO Design, Inc.Session: Games are a combination ofgoals, actions, motivations, and emotions. More than a quest forpoints and badges, games create their legendary engagement withspecific emotional responses from player actions. In this talk I willshare how game designers craft emotions fromnovelty, challenge, friendship, and meaning to createengagement, retention, and monetization. Free white paper andmodels on how to use emotion to create games with the Four Keysto Fun.Gamification can change traffic• Get people to slow down (Lakeshore Drive)• Cause traffic jams (people stopping to wait for the Bay Bridge to go from $6 to $4 (laughs from crowd)Four types of fun:1. Easy Fun > exploration, fantasy, creativity2. Serious Fun > repetition, rhythm, collectionAn example: Swiffer, Bejeweled Blitz, and iPhones (all the same)1. People Fun > communicate, cooperate, compete2. Hard Fun > goals, obstacles, strategyHow do you balance between a message (product branding) and a game?* Fun first* Its easy to embed message after it is fun.Real Life Example of Gamification:Japanese stepping stones. Together, it’s a sidewalk. Separate them and it forcepeople to engage and thereby draw people in. 4 Keys to Fun How Player Experience create emotion Serious Fun Example: Collection Swiffer, Bejeweled Blitz, and iPhone apps.
  5. 5. Better Entrepeneurship with GamificationAdeo Ressi, CEO of Founder InstituteSession: Educating adults, and helping them achieve their full potential is the mission of The Founder Institute. It’s the world’s largestincubator/accelerator of startups, operating in dozens of cities around the world and giving thousands of aspiring founders the chance to birth theircompanies every year. Through the use of metrics and gamification, the Founder Institute has been able to increase performance, participation andoutcomes – both among individuals and teams. Find out how these engagement techniques were pioneered and tested, and learn how to usegamification in your organization to drive autonomy, innovation, team performance and success.Goal: Take 2% of pop that can be entrepreneurs, and turn them into entrepreneursGamification Elements:Raw Material > Penalties > Rewards > Social > Measurement > Enforcement > Results Insight: You need to have skin in the gameThe internal dashboards are better than what is shown to the external user. Found that users who were given aRaw Material: Created a test (for: openness, conscientiousness, extraversion, agreeableness, commitment) during the application process scholarship to attendPenalties performed worse than Ask to Pay to Play: Ensures that people coming in are serious and commitment to the process. users who paid for it. Make it Hard: They kick out 60% of the enrolling classRewards: While they gave out prizes, Adeo mentioned that it did not have a material effect on the outcomes of student performance.Give out prizes. Dinner, scholarships, etc.Social: Ratings in the openMeasurement: Leaderboards. Individuals rated, working groups rated. Its transparent.Enforcement: Willing to kick people out. Did not bend the rules.Results91% of the graduates launched companies.75% operating ahead of plans42% of the companies, worldwide, have received 500 in funding.5,000 jobs createdEmpirical Evidence: The harder the better. The program became increasingly negative over time. People were gaming the system, lead tothe harder structure.
  6. 6. Come for the Game, Stay for the Community: Building Visual Studio Achievements: Bringing Gamification To Software Developersand Sustaining Lasting Engagement Online Karsten Januszewski, MicrosoftDan Porter, CEO of OMGPOP Session: How do you build progress, achievements and fun into one of the Session: OMGPOP is one of the most successful online game world’s most widely-used technical platforms? That was the question portals, bridging the gap between classic gamers and non-gamers, action facing the Microsoft Visual Studio team when they set out to Gamify their players and casual, flirty friends. But turning short-interval play into long- IDE. Their experience was controversial from the start and the lessons they term engagement isn’t a given, even for a brilliant team of game-loving learned were startling. From anti-cheating to managing community developers. Find out how OMGPOP used the lessons of community and expectations, the lessons of the Visual Studio team are applicable to gamification to build an enduring community, break records for anyone looking to gamify an environment with high user autonomy. In this engagement and time-on-site, and still keep the fun, light and social exciting, no stone-unturned post mortem, learn the do’s and don’ts from atmosphere so crucial to their audience. one of the most interesting examples of gamification in recent years.Real-time playing is important: 2/3 of turns took place within 5 minutes. This is Three Lessons Learned:because on a fundamental level, users want to connect with others. Asynchronous 1. Listen to Communitiesdoesn’t fulfill that void. 2. Pros and Cons of "negative AChievements: 3. on CheatingPeople who create want to share. In the beginning had no sharing tools. But ppl stillshared. Ppl who were jaded, wanted to share the work they created. Sample achievements:Incentivise & Reward "Fun Achievements" – Lonely: Coding on a Friday or Saturday night.By giving out the virtual currency, Draw, rewards users for Potty Mouth: use 5 curse words in a file.engagement, exploration, retention.Truly co-operative game. Play Catch. The point of catch. how many times can you do it "Negative" Achievementsin a row, there is no winner/loser. It’s cooperative. Pros * Adds humor to the gameCreate Long-Term Goals: Taken from the LinkedIn with a bar to complete. * Zero points means no incentiveImportance of Content Cadence - New material constantly, at a cadence. Cons * There is a maintenance cost * Could backfire * Feeding the beast is hard – • Encourages "bad behavior“ live ops is hard On Cheating
  7. 7. Gamification in 2012: Trends in Consumer and Enterprise MarketsWanda Meloni, Founder of M2 ResearchNotesTrends in 2012.Enterprise GamificatonLoyalty MetricsRepeat Visit 150-200% Drivers towards Enterprise GamificationReferrals 250% increaseVirality250+%Social shares: 250% Growth ofCommerce Metrics Gamification (GG) inPurchase 2012Virtual Goods ~150 M consumer100% increase. market
  8. 8. What Bartle thinks about how his partition ofkillers, socializers, achievers, and explorers has beenbastardized Game designers find gamification weird. Game designers be appalled if a games were so bad we had to bribe people to play them RICHARD BARTLE
  9. 9. Big Brands and Gamification: Winning the Marathon Gaming for Good: Millennial Moms and CompetitiveIrfan Kamal, SVP, Digital/Social of Ogilvy Collaboration Samantha Skey, CRO of RecycleBank Ford Fusion: Added leader boards and points later on. Lead to a 20% boost. The visibility added tremendously to the excitement and program. Session: Moms control more than the purse strings in most homes (5 (nothing new here) trillion in annual spending) they also control the good works and, often, the gaming. Many a millennial mom relies upon gaming All other cases were fluff. dynamics in manging their families’ behavior. They are also active gamers themselves, and enjoy gaming the bottom line in their houshold investments. Get into the mom psyche with proprietary research from Recyclebank on moms as chief gaming officer of the household. Gamer Moms Mothers are naturally great gamers, because getting a kid to school requires a bunch of mechanics. Rewarding people for making positive changes in everybody lives Initially, didnt focus on millennial moms. Head of household females. Give them theGood Story: tools, the millennial mom will seek to drive goals.The Titanic: Leo dies. Not because the door can’t fit two people, but because of a lackof creativity. 55% of social gamers are female. The likelihood of being a social gamer increases once you have a kid Shoes videos of kids crying. * Using gaming dynamics shifting from having the cattle prod to the game master. * Mothers are naturally great gamers, because getting a kid to school requires a bunch of mechanics. Moms: 86% on FB, 17% on Twitter Mom use social games to validate themselves. Most active members feel like they are contributing, Feeling of validation makes them feel more comfortable.
  10. 10. Enterprise Gamification of Fitness: From 10% to over 75% Regular Workouts Charlie Kim, CEO of Next Jump Inc. 5 Initiatives at NextJumpNotesGamification, at NextJump, we use the word motivationResult: Motivated the company to go from 5% to 80% exercisingregularly.Employed an E&S approach (Experiment to scale)1. Onsite gym:2. TeamPlay + Leaderboard (a little lift): Initial bump, it liesdown. What works: team competition + leader boar. teamsmotivate each other. Teamplay stronger w/ people you know. Besthelped worst w/in each team. Live scoreboard to track progress.Jumped to 50% participation. Stuck at 50%. what didnt work.perception became reality, norm became accepted ceiling, pep talksdidnt work, impossibility bar got set. what works: recognitionawards: inspire new norms, celebrate it publicly, the flea thatjumped higher.3. Recognition programs (jump):4. Use data for fatigue: Use data to level the playing field. Losingteam kept giving up. what didnt work: losing teams never won.Losing teams blamed inequality, believed they could not win, theygive up. What worked: equally balanced team.5. top people focus: what didnt work: prioritized work overexercise. top performers went the least. Always had more work todo. Exercise fell off priority list. what works: scheduled workouts:appointments w/trainers. hired top personal trainers. accessiblefirst to top performers, schedule: create routine behavior#4: Use Data when there is Fatigue #2: Create Teams
  11. 11. The Investment Case for Gamification: Opportunities The Automatic Customer: How to Design User Behavior Nir Eyal, Man Behind the Curtain at Automatic Customerand Threats in the Next Five YearsTim Chang, Managing Director at Mayfield Fund In an age of increasing online distractions, companies need to form habitsNeed to be able to score the system and measure ROI to stay relevant in users’ lives. Nir Eyal discusses the latest in Behavior Engineering to explain how businesses create indispensable products. Nir will walk through his innovative framework, which he calls the “DesireThere is always an ROI issue at nascent stages. Engine” to explain the fundamental elements of habit formation. Ppl used to be skeptical, CRM, like used to beDont offer self-service tools for nascent industry.The key is to provid e service and then tell the partners why they are not capturing the Read up on: BJ Fogg. B = m.a.t (Motiviation, ability, and a trigger)entire potential of the platform. Tim used Omniture, as an example. Omniture clientservices tell the client that they are capturing < 50% of value Variable Reward: BS SkinnerGamification: * Variable rewards drive us nutsThe services, consulting, and managed services groups, implement and run is just as * Compulsion to make sense of cause and effectcritical. * Dopamine system drives the searchNext steps: integrators of verticals for gamification. Sees a lot of lightweightgamification tests. Its not a silver bullet. its built into the core/mission of the product. How do we create variable rewards? We seek to create order where there is chaos.Gamification design shops, advisories, analytics, consultancies. It drives us nuts. Dopamine is not about rewards, its about the search.* Gamification is a toolkit. Relies on know-how and ideas. Search rewards fall into three types: Tribe, self, huntGamification as a service: Every company is trying to hire for quant jocks and analytics Rewards of the Tribe: Acceptance, sex powerTim believes that there will be think tank or analytics shops that sell gamification as a Hunt: Food, money, infoservice. * Analytics Self: Sensation: mastery, consistency, competency, purposeBusiness model disruption: Idea that a user can Buy it or Earn it Commitment Phase Should i "spend" on this?Back to Numbers: only an idiot would paned on something not goodFor companies to succeed, successful ones will need to tie performance back into since I spent on it, it must be goodmetrics. Which metric they operate under, use the gamification system to back intothe system. Create engagement rates. I will commite.g. like social re-marketing. “I can get you 32 Likes. which converts to XYZ $. Tryingthings down to an operational number.” Commitments make the next action more likely Paying or subscribing is not an action, its a result of engagement in the system.
  12. 12. Direct to Fan EngagementChamillionaire, CEO of Chamillitary, Inc. You can call it bribery. I don’t think of it that way. Its GENIUS.