1. Gamification. Learning from
games
Svetlana Dzeviatava and Alexander Chekan for MediaBarCamp
March 2014

2. Gamification is…
• The use of game elements and game design
techniques in non-game contexts.

3. What are game elements?

4. Game elements are your toolbox for
gamification
• Achievements
• Avatars
• Badges
• Boss fights
• Collections
• Combat
• Content unlocking
• Gifting
• Leaderboards
• Levels
• Points
• Quests
• Social graph
• Teams
• Virtual goods

5. Why gamify?

6. Why gamify?

7. The Foursquare used gamification
• Engagement gap
• Choices
• Progression
• Social
• Habit

8. Did it work?
• Over 20 million users
• Over 70 million $ in venture capital
• Successfully overcame challengies from
Facebook and others

9. We are all gamers now
• 97% of kids 12-17 play videogames
• The average game player in 30 years old (37%
are older than 35
• 47% of all game players are women
Sources: Pew Foundation and Entertainment
Software Association

10. Where gamification adds value?
• External
Marketing, Sales, Customer engagement
• Internal
HR, productivity enhancement, crowdsourcing
• Behavior change
Health and wellness, sustainability, personal
finance

11. External: Club Psych
• Overall traffic on the USA Network site increased
30%
• Online merchandise sales increased 50%
• Pageviews increased 130%
• Psych content shared 300 000 times on Facebook,
reaching 40 million users

12. Internal: Microsoft
• 4 500 participants
• Reviewed over 500 000 dialog boxes
• 6 700 bugs reported

13. Behavioral Change: Volkswagen
Average speed in Stockholm trial decreased from 32
to 25 km/h

14. What makes games engaging?

15. What things are fun?
• Winning
• Problem solving
• Exploring
• Chilling
• Teamwork
• Recognition
• Triumphing
• Collecting
• Surprise
• Imagination
• Sharing
• Role Playing
• Customization

16. Theories of FUN
Nicole Lazzoro:
• Easy FUN
• Hard FUN
• People FUN
• Serious FUN
• Fun can (and should be) designed
• Fun can be challenging
• Appeal to different kinds of fun

17. Fun in unexpected places
• The world’s deepest trashcan

18. Fun in unexpected places
• Piano stairs (better than escalator)
More examples on http://www.thefuntheory.com

19. Game thinking generates business
results
LinkedIn
Implementing of progress-bar increased the amount
of users’ data for 20%.

20. Not all rewards are fun, not all fun is
rewarding
Google News
• Meaningful choices
• Puzzles
• Mastery
• Community
• Different kinds of users

21. How can rewards demotivate
Over justification effect
• The reward substitutes for the intrinsic
motivation
• Studies confirm:
- Drawing
- Day care pickup
- Blood donation
- Teacher salaries

22. Gamification Design Framework
• Define business objectives
• Delineate target behaviors
• Describe your players
• Devise activity loops
• Don’t forget the fun!
• Deploy the appropriate
tools

23. The ten rules of gamification
1. You are not making a game
2. Know what you are trying to achieve
3. Be prepared not to gamify
4. Games are rubbish at customer acquisition
5. Retention is crucial, yet criminally overlooked

24. The ten rules of gamification
6. Monetisation may sound great, but focus on
your core business
7. No, games are not just about competition
8. Beware unintended consequences
9. Make it personal
10. Gamification is a process, not a project

25. External services for gamification
• http://www.gigya.com
• http://www.bunchball.com
• http://badgeville.com
• http://balalikea.ru
• http://evrone.ru/
• http://www.pryaniky.com
• More and more others

26. Gamification in Belarus
• Altoros – employee motivation
• Restaurants and cafes
• TUT.BY – nearest future

27. Don’t be afraid: gamify!
Svetlana Dzeviatava, TUT.BY
sd@tutby.com
Alexander Chekan, TUT.BY
ac@tutby.com