This document discusses strategies for using gamification techniques in retail brokerages. It begins with definitions of gamification and an explanation of why companies use it. It then covers game mechanics, key user metrics, the gamification design process, and technical considerations. Common gamification patterns and anti-patterns are also outlined. The presentation concludes by discussing the future of gamification and integrating it into user experience design to engage and reward users.

1. >Gamification:
Strategies, Techniques, and
Mechanics for Retail Brokerages

2. >Speakers:
Gaspard De Dreuzy
Chief Innovation Officer
Kapitall
gaspard@kapitall.com
Mohammad Rashid
Senior Director, Capital Markets
Tavant Technologies
mohammad.rashid@tavant.com

3. Tavant Proprietary & Confidential
Agenda
> What is “Gamification” and Why Gamify?
> Game Mechanics and Thoughts around Game Design
> Demo of Kapitall Website
> Key User Metrics
> Gamification Design Process
> Technical Considerations of a Gamified System
> Gamification Patterns and Anti-Patterns
> Future of Gamification
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4. Tavant Proprietary & Confidential
What is “Gamification”?
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>The application of game elements and
game design techniques to non-game
contexts for the purpose of increasing
engagement and having fun
Game Mechanics
Game Components
Game Dynamics
Game Structures
Game Patterns
Game Abstractions
Game Learnings

5. Tavant Proprietary & Confidential
Why Gamify?
> 170 Million Americans play games - 55% of the US population
> Angry Birds downloaded 1 Billion times
> Gartner: “by 2015, 40 percent of Global 1000 organizations will use
Gamification as the primary mechanism to transform business operations.”
> A new “Generation of Users” growing up with electronic games
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6. Tavant Proprietary & Confidential
Game Mechanics and thoughts around Game Design
> Description of Game Structures
— Full-screen graphics
— Information overlays
— User-directed control
— Instant feedback
— Acting upon objects
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7. Tavant Proprietary & Confidential
Key User Metrics
> Pure engagement:
— i.e. # of visits, time spent on site
— i.e. Active and returning users, retention
> Social interactions:
— i.e. # of contacts, messages sent/received
> Game activity
— i.e # of points scores, level progression
— i.e. # paper trades, value of virtual assets
> Brokerage activity
— i.e. DARTs and assets
— i.e. interactions with sales and customer support
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8. Tavant Proprietary & Confidential
Gamification – A word about the word
> Engagification
> Motivational Design
> Fun-gineering
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Gamification
Behavioral Economics
Game Design
UX Design
Psychology
Behaviorism
Cognitivism
Black Magic

9. Tavant Proprietary & Confidential
Gamification Design Framework (GDF)
Courtesy of Prof. Kevin Werbach at Wharton School (the 6 D’s)
>Define business objectives
>Delineate target behaviors
>Describe your players*
>Design activity loops*
>Don’t forget the “FUN”
>Deploy the appropriate game abstractions
>Track, Gather, Process, Analyze telemetry data
>Iterate
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10. Tavant Proprietary & Confidential
GDF – Player Types
> To Start – Richard Bartle’s MUD Player Types
> Hearts
> Clubs
> Diamonds
> Spades
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GDF – Activity Loops
> Engagement Loops and Progression Ladders
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Motivation
Action
Feedback

12. Tavant Proprietary & Confidential
Technical Considerations
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13. Tavant Proprietary & Confidential
Gamification Anti-Patterns
> Gamify the World
> Sprinkle PBLs on your offerings and Game ON!
> Crowd out intrinsic motivation by providing mega-rewards
> Make the “Product” or “Offering” the center of your design
> Pointsification rules! (Margaret Robertson)
> Develop Exploitationware (Ian Bogost)
> “High Fructose Corn Syrup” is good for you (Kathy Sierra)
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14. Tavant Proprietary & Confidential
Gamification Patterns
> Think like a Game Designer
— Hire a Game Designer
> Think of your customers as Players not Puppets
— What motivates your Players – Competence, Autonomy, Relatedness
— Think of the “Player’s Journey” through your offering
— The experience needs to evolve over time
> Differentiate between “Behavioral” vs. “Cognitive” approaches – Doing
vs. Feeling – Extrinsic vs. Intrinsic
> Gather and Analyze telemetry data
> Design for “Flow”
> Make sure it is “Fun”
> Play Games!
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15. Tavant Proprietary & Confidential
Future of Gamification
> Pervasive Gamification
— “Sight” – A Short Film by May-raz & Lazo
> Out-of-Sight Gamification
— HabitRPG.com vs. Simple.com
> Gamification as a word will likely disappear and become
integrated with the practice of User Experience Design with
the goal of engaging, rewarding and educating users
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16. Tavant Proprietary & Confidential
References
> Gamification Corp
http://www.gamification.co
> Kevin Werbach, "For the Win: How Game Thinking Can Revolutionize Your Business“
http://wdp.wharton.upenn.edu/books/for-the-win
> Jesse Schell, “The Art of Game Design”
> Raph Koster, “A Theory of Fun for Game Design”
> Charles Mauro, “Why Angry Birds is so Successful and Popular: A Cognitive
Teardown of the User Experience”
http://www.mauronewmedia.com/blog/why-angry-birds-is-so-successful-a-cognitive-teardown-of-the-user-expe
> MDA: A Formal Approach to Game Design and Game Research
http://www.cs.northwestern.ed/~hunicke/pubs/MDA.pdf
> Game Data Mining
http://andersdrachen.files.wordpress.com/2012/08/gamedatamining_intro.pdf
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References (contd.)
> Ian Bogost, “Persuasive Games – Exploitationware”
http://www.gamasutra.com/view/feature/6366/persuasive_games_exploitationware.php
> Margaret Robertson, “Can’t Play, Won’t Play”
http://hideandseek.net/2010/10/06/cant-play-wont-play/
> Mozilla Open Badges Framework
http://openbadges.org
> Michael Wu, “The Magic Potion of Game Dynamics”
http://lithosphere.lithium.com/t5/science-of-social-blog/The-Magic-Potion-of-Game-
Dynamics/ba-p/19260
> “Sight” – A Short Film by Eran May-raz and Daniel Lazo
http://www.youtube.com/watch?v=lK_cdkpazjI
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18. PEOPLE. PASSION. EXCELLENCE.
>Go forth and Gamify!