Six dimensions of Gamification

1. Gamifica'on
and
Audience
Engagement
The
New
Normal
for
audience
par'cipa'on
August
2011
Ver.
1.0
LLBC,llc
http://www.RevolutionaryInnovator.com
excellence. perspective. innovation.

2. This
proposal
is
protected
under
the
copyright
laws
of
the
United
States
and
other
countries
as
an
unpublished
work.
This
proposal
contains
informa'on
that
is
proprietary
and
confiden'al
to
LLBC,llc,
which
shall
not
be
disclosed
outside
the
recipient’s
company
or
duplicated,
used
or
disclosed
in
whole
or
in
part
by
the
recipient
of
any
purpose
other
than
to
evaluate
this
proposal.
Any
other
use
or
disclosure
in
whole
or
in
part
of
this
informa'on
without
the
express
wriNen
permission
of
LLBC,llc
is
prohibited.
2011
LLBC,llc
(unpublished).
All
rights
reserved.
Privileged
and
Confiden'al
Informa'on
2

3. LLBC,llc
Got
Game?
Gamifica'on
is
the
use
of
game
techniques
to
encourage
audiences
to
adopt
behaviors,
generally,
for
consumer-­‐oriented
products
or
services.
Audiences
are
becoming
more
broad
everyday,
the
sponsor
of
the
games
become
more
diverse.
Techniques
used
encourage
audiences
to
adopt
a
behavior
(keep
playing
to
achieve
some
goal,
try
to
have
“more”
than
other
compe'tors)
are
fun
oriented
and
usually
with
a
bit
of
compe''ve
edge.
Tradi'onal
examples
include
loyalty
programs
and
have
grown
to
include
the
use
of
mobile
devices
(e.g.,
“check
ins”
at
your
favorite
restaurant
to
become
the
highest
ranked
player)
and
reward
badges
(icons
associated
with
your
login)
for
accomplishments.
Consider
it
entertainment
with
a
business
goal.
The
entertainment
must
be
relevant
to
the
user
and
the
goal
very
clearly
defined
and
focused.
The
goal
should
be
mutually
beneficial
as
it
plays
on
the
psychological
need
to
engage
in
gaming.
Games
that
we
never
win/
achieve
something
are
no
fun
and
therefore
we
stop
playing.
Gamifica'on
can
be
applied
to
a
wide
variety
of
ac'vi'es
from
rewards
programs
to
diet/exercise
or
surveys
and
opinion
polls.
Retail
and
Consumer
products
benefit
from
gamifica'on
most
today
but
other
industry
can
benefit
as
well.
• It’s
not
about
making
games,
it’s
about
human
behavior
and
the
behavioral
factors
that
encourage
us
to
strive
for
a
goal
– You
can
compete
with
yourself
– You
can
compete
with
a
community
• It
is
about
the
game
mechanics
that
spur
and
mo'vate
human
(and
some
scien'st
will
tell
you,
all
mammals
love
to
play
games)
behavior
• Much
of
the
terminology
came
from
fantasy
role
playing
games
(RPGs)
that
became
popular
in
the
1980’s
• Those
games
have
since
evolved
from
board
games
to
single
player
video
games
to
online
to
games
sponsored
or
enabled
by
social
media
networks
• What’s
old
is
new
again,
this
is
latest
itera'on
of
loyalty
and
affinity
programs
– Frequent
Flier
Miles,
– Hotel
Loyalty,
– Retail
Reward,
– Cooking
contest
sponsored
by
Consumer
Product
Manufacturer,
– And
of
course
the
latest
trend
from
social
networks
such
as
Facebook,
Yelp,
Foursquare
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Informa'on
3

4. LLBC,llc
Essen'als
of
the
Gamifica'on
Event
The
audience
and
the
sponsor
play
different
roles
in
the
gamifica'on
event.
The
sponsor
may
be
the
party
that
derives
direct
benefit
from
par'cipa'on.
Alterna'vely
the
sponsor
may
host
the
game
(e.g.,
Bazaar
Voice,
Facebook)
and
their
customer
reap
the
benefits
Your
gamifica'on
is
a
series
of
discrete
events.
Audience
par'cipate
and/or
“check
in”
at
'mes.
The
par'cipa'on
maybe
brief
(clicking
on
app
when
arriving
at
a
des'na'on)
or
lengthy
as
they
play
a
turn
based
game,
stay
at
a
hotel
or
take
trip.
In
the
following
pages
we’ll
explore
each
of
the
following
six
areas
briefly.
Audience
Game
Sponsor
1 Role
Player
Game
Master/Host
2 Reward
Point
Des'na'on
Journey
3 Mo'va'on
Fun/Reward/Sa'sfac'on
(of
a
need
or
want)
Market
Share,
Audience
Engagement
4 Commitment
Investment
of
'me
Investment
of
Resources
5 Social
Goal
Community
Community
6 Orienta'on
Goals
Tasks
Privileged
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Informa'on
4

5. LLBC,llc
Bartle’s
Four
Types
of
Game
Players
Before
we
can
understand
audiences,
we
want
to
set
some
context
and
give
some
names
to
the
archetypes
that
reside
within
each
type
of
audience.
In
1990
Richard
Bartle
wrote
a
paper
that
came
out
of
a
series
of
discussions
between
online
gamers.
The
paper
was
not
meant
to
be
scien'fic
but
did
create
some
commonly
accepted
archetypes
for
describing
gamers,
their
mo'va'ons
and
social
interac'ons
in
the
online
(gamified)
world.
We’ve
adopted
and
modified
his
defini'ons
a
bit
to
provide
a
common
frame
of
reference
and
terminology.
Future
versions
of
this
paper
will
have
new
archetypes.
Each
of
these
archetypes
are
found
in
a
gamified
environment.
Do
you
have
a
friend
on
Facebook
who
posts
ten
'mes
an
hour?
Ever
read
a
review
from
someone
who
has
been
to
every
restaurant
in
your
neighborhood
and
knows
the
owners
“personally?”
• There
are
four
basic
reasons
people
par'cipate
in
these
interac've
gamified
environments.
Based
on
our
experience
these
hold
true
in
the
modern
environment
though
there
are
no
absolutes.
The
reasons
people
par'cipate
are:
1. Achievement
within
the
game
context
–
What
benefit
does
your
audience
find
from
play?
2. Explora<on
of
the
game
–
What
can
they
discover
or
unlock?
Does
it
become
progressively
more
interes'ng/challenging
to
keep
them
coming
back?
3. Socializing
with
others
–
Are
there
social
rewards/recogni'on
and
the
ability
to
communicate
and
collaborate
with
others?
4. Imposi<on
upon
others
–
This
sounds
ominous
and
it
happens
in
the
real
world
and
ofen
uninten'onally.
One
person’s
helpful,
is
another’s
intrusion.
However
in
a
review
oriented
environment
(e.g.,
Yelp)
this
is
where
experts
or
people
who
feel
they
are
experts
impose
points
of
view
on
others.
Like
it
or
not,
this
is
part
of
human
behavior
so
we
want
you
to
be
prepared
for
it
Privileged
and
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Informa'on
5

6. LLBC,llc
Bartle’s
Four
Types
of
Game
Players
(con'nued)
The
four
archetypes
are:
1. Achievers
-­‐
regard
badge/reward-­‐gathering
and
rising
in
levels
as
their
main
goal,
and
all
is
ul'mately
subservient
to
this.
Explora'on
is
necessary
only
to
find
new
sources
praise
or
badges.
Socializing
is
a
relaxing
method
of
discovering
what
other
players
know
about
the
business
of
accumula'ng
of
more
accolades.
They
are
genuinely
interested
in
what
others
have
to
say
but
it’s
a
means
to
an
end.
“Killing”
is
only
necessary
to
when
having
the
most
check-­‐ins
gives
you
status
above
others
2. Explorers
-­‐
delight
in
having
the
game
expose
its
internal
machina'ons
to
them.
They
try
progressively
esoteric
ac'ons
in
wild,
out-­‐of-­‐the-­‐way
places,
looking
for
interes'ng
features
(i.e.
bugs)
and
figuring
out
how
things
work.
Scoring
points
may
be
necessary
to
enter
some
next
phase
of
explora'on,
but
it's
tedious,
and
anyone
can
do
it.
They
tend
to
try
every
feature
at
least
once
but
there
may
not
be
a
lot
of
depth.
“Killing”
other
gamers
is
quick
but
they
are
not
looking
to
burn
any
bridges
on
the
social
aspects.
Socializing
can
be
informa've
as
a
source
of
new
ideas
to
try
out,
but
most
of
what
people
say
is
something
they’ve
tried.
They
will
gravitate
to
more
experienced
explorers.
These
archetypes
are
your
best
beta-­‐testers
and
will
be
more
forgiving
of
bugs
or
issues
they
discover
in
your
product
or
service
3. Killers
–
get
their
kicks
from
imposing
themselves
on
others.
This
may
be
"nice",
i.e..
busybody
do-­‐gooding,
but
few
people
prac'ce
such
an
approach
because
the
rewards
(a
warm,
cozy
inner
glow,
apparently)
aren't
very
substan'al.
Much
more
commonly,
audience
members
may
“aNack”
others
for
the
personal
gra'fica'on
of
demonstra'ng
some
type
of
game
superiority.
The
more
massive
the
distress
caused,
the
greater
the
killer's
joy
at
having
caused
it.
Normal
points-­‐scoring
is
usually
required
so
as
to
become
powerful
enough
to
begin
causing
havoc
in
earnest,
and
explora'on
of
a
kind
is
necessary
to
discover
new
and
ingenious
ways
to
”kill”
or
be
the
known
expert
to
other
people.
Even
socializing
is
some'mes
worthwhile
beyond
taun'ng
a
recent
vic'm,
for
example
in
finding
out
someone's
playing
habits,
or
discussing
tac'cs
with
fellow
killers.
They're
all
just
means
to
an
end,
though;
only
in
the
knowledge
that
a
real
person,
somewhere,
is
very
upset
by
what
you've
just
done,
yet
can
themselves
do
nothing
about
it,
is
there
any
true
adrenalin-­‐shoo'ng,
juicy
fun.
4. Socializers
-­‐
are
interested
in
people,
and
what
they
have
to
say.
The
game
is
merely
a
backdrop,
a
common
ground
where
things
happen
to
players.
Inter-­‐audience
rela'onships
are
important:
empathizing
with
people,
sympathizing,
joking,
entertaining,
listening;
even
merely
observing
people
play
can
be
rewarding
-­‐
seeing
them
grow
as
individuals,
maturing
over
'me.
Some
explora'on
may
be
necessary
so
as
to
understand
what
everyone
else
is
talking
about,
and
points-­‐scoring
could
be
required
to
gain
access
to
neat
communica've
spells
available
only
to
higher
levels
(as
well
as
to
obtain
a
certain
status
in
the
community).
“Killing”
(wri'ng
some
scathing
retort)
is
only
perpetrated
upon
someone
who
has
caused
intolerable
pain
to
a
dear
friend.
The
only
ul'mately
fulfilling
thing
is
not
how
to
rise
levels
or
kill
hapless
drips;
it's
gepng
to
know
people,
to
understand
them,
and
to
form
beau'ful,
las'ng
rela'onships.
Privileged
and
Confiden'al
Informa'on
6

7. LLBC,llc
1.
Role
-­‐
Audiences
and
Sponsors
Choosing
your
sponsor
is
easy.
It’s
you
and
you’ve
decided
to
engage
with
an
audience
for
some
value
added
purpose.
We
won’t
explore
the
value
proposi'on
here.
You
may
choose
a
third
party
to
host
your
gamifica'on
event.
They
act
as
a
proxy
for
your
needs
and
wants.
Audiences
are
more
complex.
There
is
a
broad
category
that
are
oYen
called
personas
which
represent
market
segments
you
are
trying
to
aZract
or
appeal
to.
Development
of
personas
is
a
topic
for
another
presenta'on.
We’ll
discuss
it
a
high
level
here.
Development
of
your
community
must
be
tailored
to
your
audience.
Each
persona
represents
a
group
of
like-­‐minded
individuals
that
come
to
your
community
for
shared
goals
or
interests.
Your
ac'vi'es
and
rewards
must
appeal
to
them.
As
you
develop
the
audience
a
picture
helps
to
ground
you
as
you
think
about
them.
Your
events
and
rewards
must
match
their
social
style
and
par'cular
mo'va'ons.
Some
you
may
actually
wish
to
discourage
while
others,
such
as
Explorers
you
may
wish
to
emphasize.
Emphasize
the
explorers
when
you
want
to
expand
the
boundaries
of
your
product
or
service.
Within
each
group
are
the
arch-­‐types
we
previously
discussed.
The
following
example
gives
you
an
idea
of
the
types
of
behaviors
each
will
exhibit.
How
will
you
mo'vate
each?
Each
of
these
archetypes
are
found
in
a
gamified
environment.
Do
you
have
a
friend
on
Facebook
who
posts
ten
'mes
an
hour?
Ever
read
a
review
from
someone
who
has
been
to
every
restaurant
in
your
neighborhood
and
knows
the
owners
“personally?”
Foodie
Networker
Achiever
Well
wriNen
reviews
of
high
Lots
of
connec'ons
and
well
wriNen
recommenda'ons.
Would
end
food
items.
They
love
love
the
term
“Professional
Networker”
flaNery
Art
Lover
Explorer
Reviews
of
“off
the
beaten”
Every
feature
of
the
system
will
be
exercised
to
a
moderate
or
path
restaurants
high
degree,
once
and
perhaps
a
few
many
'mes.
You’re
best
Foodie
beta
testers.
Would
be
offended
by
“Professional
Networker”
Killer
What’s
bad
(and
good)
about
A
lot
of
high
profile
connec'ons
but
likely
held
private.
the
owners
of
a
gourmet
shop
However
once
you’re
in
their
network,
you’re
in
for
life.
Scoffs
or
restaurant
at
“Professional
Networkers”
Dad Video Game
Socializers
Favorite
food
for
par'es
or
Poten'ally
thousands
of
connec'ons
and
have
the
badges
to
best
places
to
hang
out
with
prove
it.
Would
look
at
the
term
“Professional
Networker”
as
Addict
interes'ng
cuisine.
The
local
too
formal
but
would
accept
it
fondue
place
Privileged
and
Confiden'al
Informa'on
7

8. LLBC,llc
2.
Reward
Point
-­‐
A
Journey
leads
to
a
Des'na'on
Audiences
“arrive”
at
your
gamifica'on
event
because
of
a
number
of
factors.
Your
ability
to
“market”,
buzz
factor
(the
latest
hot
social
network),
peer
group
and
of
course
interest
in
the
topic.
Don’t
rely
on
audiences
“stumbling
upon”
your
site
or
event.
Marke'ng
must
be
“in
context”
(adver'sing
frequent
flier
miles
on
a
flight)
and
have
the
“minimum
barrier
to
entry.”
The
MBE
depends
on
the
level
of
exclusively
you
need
for
your
business.
An
event
designed
to
aZract
fisherman
to
a
boa'ng
magazine
should
be
a
few
lines
of
informa'on.
An
event
designed
to
aZract
extreme
athletes
to
remote
loca'ons
may
require
valida'on
of
previously
completed
athle'c
events
For
your
audience,
it’s
the
reward
they
receive
at
the
des'na'on.
Des'na'ons
can
be
stops
along
the
way
(think
'ers
of
membership
or
elite
status)
and
the
journey
should
never
end.
For
you
it’s
the
journey.
Audiences
may
contribute
to
your
cause
or
consume
your
product.
The
journey
itself
must
have
challenges
to
con'nue
to
engage
and
delight
your
audience
• Start
with
the
on-­‐boarding
experience
– In
any
type
of
customer
service,
the
first
ten
minutes
and
last
ten
are
what
audiences
remember
best.
Make
it
simple
with
a
minimum
barrier
to
entry.
That
is,
something
that
is
easy
for
the
audience
or
player
to
do
in
the
context
of
their
need.
The
more
experienced
your
audience
is,
the
more
exclusivity
they
will
need
to
make/keep
them
interested
• Challenge
each
of
the
four
archetypes,
iden'fy
what
is
going
to
appeal
to
them
during
the
journey
and
how
will
you
reward
them
once
they
get
where
you
want
them
to
go
• Once
they
have
made
it
to
a
Point
of
Arrival,
make
it
important
and
make
it
personal
• For
the
sponsor
it’s
incremental
value
that
the
audience
provides
by
par'cipa'on
or
ac'ons
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Informa'on
8

9. LLBC,llc
3.
Mo'va'on
-­‐
Movement
It’s
been
speculated
that
earliest
known
board
games
came
from
the
Mancala
family
of
“Count
and
Capture”
games.
Mancala
type
boards
have
been
iden'fied
in
ancient
tombs.
The
word
Mancala
is
thought
to
come
from
Arabic
“naqala”
meaning
to
to
move
or
transfer.
Gamifica'on
is
about
moving
or
mo'va'ng
your
audience.
• The
theories
behind
gamifica'on
come
from
Behavioral
Sciences
• Mo'va'ons
and
aNrac'ons
of
a
cause,
your
cause,
be
they
– Restaurant
reviews
– Managed
outcomes
used
by
Healthcare
professional
to
encourage
pa'ent
behaviors
Modern
Mancala
Type
Board
– Poli'cal
agendas
– Consumer
products
or
services
– Hotel
programs
are
all
supported
by
the
process
First
– It’s
a
call
to
ac'on,
but
those
ac'ons
must
be
acceptable
to
your
audience
before
to
decide
to
engage
Visit!
• Audiences
want
to
belong
to
communi'es
of
like
minded
individuals.
You
must
create
the
100
community
and
develop
relevance
to
your
audience
Reviews!
• It’s
the
journey
as
well
as
the
des'na'on.
Mo'va'ng
your
audience
by
archetype
is
key
to
their
social
experience.
Why
are
they
here?
Have
you
tailored
the
game
to
their
level
of
experience?
• Mo'va'ons
vary
based
in
age,
interests
and
context
(what
you
do
for
fun
vs.
what
you
do
for
work).
They
are
powerful,
it
can
spur
large
groups
to
ac'on
• Nearly
any
set
of
ac'vi'es
can
be
gamified
and
in
any
industry
• Rewards
range
from
badges
to
elite
status
and
exclusive
entry
(virtual
or
real)
to
rooms
or
clubs
Top Dog!
• The
key
is
mo'va'on
in
context
of
the
gamified
event
Privileged
and
Confiden'al
Informa'on
9

10. LLBC,llc
4.
Commitment
–
Time
and
Resources
• Audiences
are
very
smart
and
increasingly
savvy.
There
is
now
a
whole
genera'on
of
consumers
(business
and
individual)
growing
up
with
social
networks.
They
know
the
price
of
their
'me
and
commitment
to
your
event
• The
judgment
is
qualita've
but
audiences
are
looking
for
what
they
consider
to
be
“fair
trade”
• A
sponsor’s
commitment
is
to
building
against
the
four
mo'va'on
– Achievement
–
What
and
where
are
the
rewards?
Are
they
visible
in
a
meaningful
and
relevant
way?
– Explora'on
–
Can
the
audience
find
meaningful
and
relevant
items
of
value?
Is
there
exclusivity
for
experienced
members?
– Socializa'on
–
Can
users
find
friends/peers
quickly?
Can
they
import
them
easily
from
social
networks
or
their
personal
contacts?
– Imposi'on
–
The
two
edged
sword.
Your
gamified
system
must
be
balanced
to
allow
for
players
to
achieve
but
also
to
prevent
the
system
from
being
taken
advantage
of.
Make
the
rules
clear
and
transparent
Privileged
and
Confiden'al
Informa'on
10

11. LLBC,llc
5.
Social
Goals
–
Communi'es
of
Interest
Audiences
are
made
up
of
individuals
but
sharing
is
in
our
nature
• Commitment
to
a
community
from
both
the
audience
and
sponsor
are
generally
the
same.
Mo'va'on
may
differ
but
for
the
commitments
made
by
each
run
deep
and
have
an
emo'onal
engagement
• Community
development
should
be
done
with
a
good
amount
of
research
and
forethought.
Understanding
of
your
audience
and
the
community
will
make
or
break
adop'on
very
quickly
– Have
“experts”
on
hand
or
interview
them
– Understand
the
context
of
current
trends
and
interests
– Know
what’s
important
now
and
be
ready
to
provide
a
way
for
that
to
“bubble
up”
– Develop
depth
into
your
experience.
You
cannot
fool
your
audiences
with
superficial
knowledge
Privileged
and
Confiden'al
Informa'on
11

12. LLBC,llc
6.
Task
vs.
Goal
Orienta'on
• Goals
must
be
relevant
to
the
community
• Tasks
must
be
realis'c
and
achievable
yet
provide
value
to
the
Sponsor
– It
goes
without
saying
the
reward
for
the
task
must
be
propor'onate
but
the
audience
doesn’t
like
to
feel
as
if
it
is
being
taken
advantage
of
• Create
the
tasks
to
build
on
one
another.
Progressive
levels
of
difficulty
are
fine
as
long
as
there
is
transparency
• Your
audience
is
concern
about
the
goal
so
you
need
to
make
the
tasks
as
simple
and
engaging
as
possible
– When
wri'ng
up
text,
does
the
browser
lend
itself
to
simple,
yet
complete
edi'ng?
– Do
the
puzzles
or
ac'vi'es
depend
or
something
that
the
user
does
not
readily
or
easily
have
at
hand?
– Are
the
number
of
tasks
propor'onate
to
the
goal?
– Are
you
ac'vely
engaged?
Audiences
love
to
par'cipate
with
their
favorite
stars
or
events
• Consider
the
“Wave”
at
spor'ng
events
• TwiNer
feeds
that
run
across
live
broadcasts
• Special
“appearances”
by
celebri'es
or
sponsors
• Consider
running
surveys
and
live
feedback
sessions.
Your
audience
wants
to
talk
to
you,
they
will
be
disappointed
if
you
don’t
engage
but
it
must
be
tasteful
Privileged
and
Confiden'al
Informa'on
12

13. LLBC,llc
Some
further
thoughts
• Goals
and
rewards
lead
the
way
• The
game
that
never
ends
–
Make
• Master
this,
master
that
• Be
King
of
the
mountain
–
Who
has
the
most
of
“…?”
Friendly
compe''ons
– Who
will
take
you
down?
• Create
Emo'onal
ANachment
and
value
to
your
game
• The
Social
Network
–
What’s
social
and
special
about
yours?
• Encourage
“test
players”
Privileged
and
Confiden'al
Informa'on
13

14. LLBC,llc
Some
Star'ng
Points
• What’s
your
goal
and
why
is
that
compelling
to
the
communi'es
you
are
trying
to
involve
– Don’t
be
afraid
to
have
more
than
one
(or
many!)
communi'es
• Defining
Communi'es,
audiences
and
par'cipa'on
goals
• Audience
delight
• Make
the
discovery
process
engaging
• Don’t
over
complicate
it.
One
goal
per
challenge
• Making
those
unseen
connec'ons
clear
• What’s
your
goal?
• Challenges
must
keep
changing
You met 50
• Reward
people
for
being
social
new people!
Privileged
and
Confiden'al
Informa'on
14

15. LLBC,llc
Gamifica'on
Strategy
Worksheet
<<Overarching
Value
Proposi'on
–
One
Liner>>
Archetypes
Journey
Reward
Mo<va<on
Community
Tasks
1. Achievement
1. Achievement
1. Achievement
1. Achievement
1. Achievement
2. Explora'on
2. Explora'on
2. Explora'on
2. Explora'on
2. Explora'on
3. Socializa'on
3. Socializa'on
3. Socializa'on
3. Socializa'on
3. Socializa'on
4. Imposi'on
4. Imposi'on
4. Imposi'on
4. Imposi'on
4. Imposi'on
Explorer
<<Your
Audience>>
Achiever
Killer
Socializer
Privileged
and
Confiden'al
Informa'on
15

16. Thank
you
for
taking
the
'me
to
read
our
materials.
There
is
much
more
material
than
could
be
covered
in
this
presenta'on.
We
hope
it’s
been
able
to
expand
your
perspec've.
We
look
forward
to
con'nuing
the
conversa'on
Lawrence
I
Lerner
President
LLBC,llc
lawrence@Revolu'onaryInnovator.com
Direct:
+1.630.248.0663
HNp://www.Revolu'onaryInnovator.com/Consul'ng