The gamification process is a way to grab and retain digital customer's attention modifying any algorithmical approach. It is nowadays applied to any kind of software application: mobile, web, business. N.B.: Two previous versions of this presentation got a total of 2,591 views and 118 downloads. From two long posts by @TomHumbarger. Any help or suggestion is the most welcome.

1. Gamify your experience
Based on two rich posts 1 2
by @TomHumbarger
Summary by @leosorge

2. INTRODUCTION
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3. A definition of Gamification
(Gamification is the process of using)
game thinking + game mechanics
to solve problems
to engage users.
According to Wikipedia
3

4. A definition of Gamification
The applied use
of elements found in gaming
for non-game consumer
applications, products and other
related services
According to Margaret Wallace
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5. The Gamification Explosion 2010-2011
Before August 2010, the term rarely appeared
in the Google search timeline.
Starting in January 2011, its popularity has
remained very high, including 2 big spikes
in January and August. 5

6. Gamification examples
● Foursquare
● Shopkick
● Recyclebank
● CrowdTwist
● Badgeville
● Bunchball
● Farmville (Facebook supported)
● Mafia Wars (Facebook supported)
Real Vs. Virtual Rewards: The Battle Over Consumer Motivation
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7. Gamification on the front-side burner
● M2 Research pegs the current gamification
market at $100 million in 2011
● Client implementations in 2011 focus on:
○ user engagement, 47%
○ brand loyalty 22%
○ brand awareness 15%
● The market is estimated to grow
to $2.8 billion by 2016
Nearly 400 attended the event on-site, while approximately 200 watched
sessions via live stream, at the second annual Gamification Summit September
15-16, 2011 in New York City 7

8. Mechanics Vs. Primary human desires
Matching up game mechanics (points, challenges, etc.) with human desires.
Most of the mechanics also impact other areas of human desire (Bunchball).
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9. Four Players in the Mud of the '90s
Richard Bartles studied MUD player types
in the late 1990′s and came up with 4 types of players:
● killers
● achievers
● socializers
● explorers
which demonstrates the need to know your audience.
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10. DESCRIPTION
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11. The 5 key points of Engagement #1
The five measures of engagement
● recency
● frequency
● duration
● virality
● ratings
According to Gabe Zichermann 11

12. The 5 key points of Engagement #2
● recency (When was his last visit?)
● frequency (How often does he visit?)
● duration (How long does he stay on the sight when he visits?)
● virality (How often does he share content on the site?) (How much
is his sharing amplified through their network?)
● ratings (how often does he rate content on the site?)
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13. The 5 key points of Engagement #3
The five key points:
● the five measures
● movitation drives engagement
● fun sells
● loyalty decisions are public today
● game designers motivate players
According to Gabe Zichermann 13

14. The 24 and the 47
● The Gamification Wiki lists 24
different game mechanics (as of Nov. 7, 2011)
● SCVNGR's 47 unique game
mechanics (as of Nov. 7, 2011)*
Both of these lists can be used to brainstorm on adding
new features and elements to any website or community
(*) based on an article published on TechCrunch by @erickschonfeld last year
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15. The flow zone for marketers
● the flow zone is the state between anxiety and boredom
● games cannot be ‘too easy’
as they need friction to be fun
● people want status, access, power
and/or free stuff
● virtual rewards are difficult to value
● (so) marketers should prefer status, access and power
● serendepity is bad, design is good
According to Gabe Zichermann 15

16. Attaching a measure to anything
Turns it into a game
How do we get people to fall in love with our app?
How do we get people to stay in love with our app?
● By motivating consumer behavior
through game mechanics
● Mechanics to Psychology
● Move beyond points & badge mechanics
● Time tracking
● Social proof (my sister uses it),
stories (behind any achievement)
According to Stephen Anderson 16

17. Mechanics to Psychology
According to Stephen Anderson
17

18. Gamification:
Gaming for non-game apps
The applied use of elements
found in gaming
for non-game consumer
applications, products
and other related services
According to Margaret Wallace
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19. PLANNING
19

20. (Community) Members' Game Needs
● Reward
● Status
● Achievement
● Recognition
● Competition
● Altruism
● Self-expression
All gamification techniques should satisfy community and
non-community members’ human needs listed here 20

21. Mechanics: context, meaning
and overall progression
Underlying interlocking systems that form the engine
of an experience in order to communicate
a sense of context, meaning and overall progression
or
The sense of context, meaning and overall progression
communicated via an engine
formed by underlying interlocking systems
According to Margaret Wallace
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22. Four Key Engagement Styles
According to Margaret Wallace
22

23. Timing: moment-by-moment
interactions
● What is the pacing
of the game?
● What are
the major milestones
of the game?
● Is the game
driven by results?
According to Margaret Wallace
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24. COMMUNITY
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25. 1 Community Gamification
1.1 Robust profile system
1.2 Point system
1.3 Leaderboards
1.4 Badges
1.5 Content rating & sharing
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26. Presentation Flux
If you already have an idea about gamification,
please proceed to the next slide
then after slide #27go to the final slide
If you DON'T have an idea about gamification,
please jump to slides 28-35
then read slides 21-27.
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27. 1.1 Robust profile system
● self-expression
● status
● achievement
Robust with the option to upload a picture and have free form bio
descriptive fields.
Ability to link my profile to my Twitter, Facebook and LinkedIn
profiles and possibly use single-sign-on use those services.
Keeping a history of a user’s activity, badges and points.
Creation of virtual friendships or groups within the community site.
27

28. 1.2 Point system
● competition
● achievement
● reward
● status
Customizable point tracking and calculation.
Experimenting rewarding members for recentness, frequency
and duration of their visits,
Experimenting creating, rating, sharing of content (discussion is
a content) on the site or in their social networks
28

29. 1.3 Leaderboards
● reward
● status
● achievement
● recognition
● competition
Customization in the leaderboards.
Multiple leaderboard; for example, I may want a weekly, monthly
and all-time versions of the leaderboard to post in different parts
of the community site. 29

30. 1.4 Badges
● status
● achievement
● reward
● recognition
● competition
● self-expression
Recognition to members through badges to display.
Community managers can create different badges, including 30
limited edition or special occasion badges.

31. 1.5 Content rating & sharing
● altruism
● self-expression
Content ratings. Making it easier for users to share them and to
search for content based on the rating.
Content sharing. Members must be able to easily share content
they like within their social networks, via bookmarking sites and
by email.
31

32. Future Challenges
● competition
● reward
● achievement
As a phase 2 implementation, start thinking about how to
incorporate challenges while implementing the other elements
noted above.
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33. 2. Community Gamification Process
2.1 Audience Questions
2.2 Goals
2.3 Measures of Engagement
2.4 Suggestions
33

34. 2.1 Community Audience Questions
2.1.1 community
2.1.2 members
2.1.3 profiles
2.1.4 sharing
Before you can add gamification, you need to really understand
your community, members, profiles, and sharing model.
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35. 2.1 Community
● Open or closed?
● Professional, social, support,
informational, hybrid
or something else?
● How do you want members to use it?
Before you can add gamification, you need to really understand
your community, members, profiles and sharing model.
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36. 2.2 Members
● How many do you have?
● How many do you add in a wk/mth?
● What is the typical profile?
● How engaged are your members?
● How do you measure engagement?
● What motivates to join, participate
and stay engaged?
Before you can add gamification, you need to really understand 36
your community, members, profiles, and sharing model.

37. 2.3 Profiles
● Do you have robust profiles?
● Are member profiles searchable?
● Do you have a way for members
to add their Twitter or Facebook
accounts to their profiles?
Before you can add gamification, you need to really understand
your community, members, profiles, and sharing model.
37

38. 2.4 Sharing
● Can members ‘friend’ or message
other members?
● How easy is it to share content on
other sites?
Before you can add gamification, you need to really understand
your community, members, profiles, and sharing model.
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39. 2.2 Community Goals
2.2.1 What Goals?
2.2.2 What Measures?
2.2 3 What measure tracking?
2.2.4 Any Gamification elements today?
2.2.5 Any support for
gamification elements?
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40. Community Engagement
Measures of Engagement
for a Community
Go back to slide 9
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41. Free Additional Resources
● Gamification Wiki
● Gamification Blog
● Digest of Gamification
● Gamification Research Network
● Gamification 101
● Gamification in real time from Twitter
● What is Gamification Really?
● The Gamification Backlash
● Gamification Research Network
● Gamasutra
● Semantic Foundry Survey of Gamification...
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