A brief introduction to Gamification in DMOND accelerator for start-ups by Alireza Ranjbar SHourabi

1. AN INTRODUCTION
TO FUNORMALING
BUSINESS
Alireza Ranjbar SHourabi

2. Gamified or Gamifyed!
re based on the number of the typos you can f
Count conceptual conflicts in my speech!
And
Win a free Gamification session!

3. Alireza Ranjbar SHourabi
 Problem Designer (Game Designer)
 Problem Solver (Gamification Designer)
 Electrical Engineer (IUST)
 Animation & Game (Mobile – Desktop)
 Business (Creativity – GrowthHacks)
 Photography(Hobby)

4. This Presentation
 What is Gamification
 What is not Gamification
 Definitions and Samples
 Why is it valuable? Where does the power
come from?
 How to Gamify?

5. Gamification?

6. Gamification is …
 Learning from games and their abilities to
connect with people.
 Using game elements while knowing that
a game is a lot more.
 Thinking like a game designer.
 Having objectives other than winning in
the game.
 Appreciating FUN!
 Much HARDER than it appears!

7. A simple visual definition

8. Definitions
 The use of game elements and game design
techniques in non-game contexts.
 The process of game thinking and game
mechanics to engage users and solve
problems.
 Gamification is the concept of applying game-
design thinking to non-game applications.
 the application of typical elements of game
playing to other areas of activity, typically as
an online marketing technique to encourage
engagement with a product or service.

9. Game Elements & Mechanics

10. Game Elements & Mechanics
 Score Points
 Badges
 Achievements
 Quests
 Leader boards
 Currency
 Level
 Experience

11. Gamification is NOT …
 Making a 3D virtual world
 Making everything a game
 Game theory
 Just PBLs
 Simulations or serious games
 Windows solitaire

12. Gamification is NOT …

13. Major Industries using
gamification

14. Who is using it?
 Microsoft
 Nike
 SAP
 American Express
 Major League Baseball
 Salesforce.com
 AXA Equitable
 CodeAcademy
 Deloitte
 Samsung
 EMC
 Foursquare
 Stack Overflow
 USA Networks
 LiveOps
 Dell
 Kaiser Permanente
 Foot Locker
 Opower
 eBay
 Cisco
 Recyclebank
 Universal Music
 Siemens
 Yelp
 Verizon

15. Sample : Pain Squad

16. Sample : Foldit

17. Sample : Zamzee

18. Sample : Khan Academy

19. Engagement = Loyalty
 Connection between consumer and a product
or service
 Recency
 Frequency
 Duration
 Virality
 Ratings
 Loyalty is no longer private!
 Behind engagement, revenue follows!

20. Usage : External / Internal
 External
 Marketing
 Sales
 Customer engagement
 Internal
 HR
 Productivity enhancement
 Crowd sourcing

21. External Usage

22. Internal Usage

23. Usage : Behavior Change
 Health and wellness
 Sustainability
 Personal finance
 Social good applications
 Social Entrepreneurship

24. Behavior change usage

25. Behavior change usage

26. Games : where the power
comes from
 Games are able to get people to take actions
that they don’t always know they want to take,
without the use of force, in a predictable way.
 3 Central components
 Pleasure
 Rewards
 Time
 Name two that are more powerful than Games!
and win a free gamification session!

27. How can we know games are
powerful?

28. How can we know games are
powerful?

29. What is a Game? And Why
people Play?
Mastery – Destress – Having
fun - Socialize

30. What is a Game?
 Has Goal(s) = Objective(s)
 Has Rule(s) = Limitation(s)
 Has Balance of structure and exploration
 Needs Attitude = Following rule(s)
 Voluntarily overcoming unnecessary obstacles

31. Games & Gamification
 Real World  Games
 Creating unnecessary obstacles
 Video games when used best provide
experiences to people.
 Games  Real World
 Helping with situations at hand
 Gamification when used best provides motivation
to participate in a behavior.

32. How to Gamify … Simple Intro
 Thinking like a game designer
 You’re Not a game designer
 You’re Not a gamer
 Know the players, Get the players playing and
Keep them playing
 Your participants are your players
 Engage your players

33. Use a gamification Canvas

34. Use a Gamification Framework

35. Engage with FUN
 “In every job that must be done, there is an
element of fun. You find the fun and snap!
The job’s a game.” Mary Poppins
 Fun
 Hard
 Easy
 Altered state
 Social
 Fun can (and Should) be designed

36. Design – Design Thinking – Game
Design Thinking

37. Gamification Design
 Hire a Designer
 
 Gartner 80%
 But know (game) design thinking
 Purposive
 Human centered
 Balance of analytics and creativeness
 Iterations and iterations

38. Prof. Kevin Werbach : A
design framework
 1. DEFINE business objectives
 2. DELINEATE target behaviors
 3. DESCRIBE your players
 4. DEVISE activity loops
 5. DON’T forget the fun!
 6. DEPLOY the appropriate tools

39. Player/User types

40. Type : Explorer

41. Type : Acheivers

42. Type : Socializers

43. Type : Killers

44. Activity Loop : Engagement
Loop

45. Activity Loop : Progression
Loop

46. Fun
 Winning
 Problem-solving
 Exploring
 Chilling
 Teamwork
 Recognition
 Triumphing
 Collecting
 Surprise
 Imagination
 Sharing
 Role Playing
 Customization
 Goofing off

47. Tools (Before us)
 Badgeville
 Bunchball
 Mozilla open badges
 Bigdoor
 Gigya
 LevelEleven
 gametize
 Lithium Technologies

48. Win the Gamification in 4 levels
 Know your user
 Identify your mission
 Apply game mechanics
 3M
 Manage
 Monitor
 Measure
 Remember : Gamification is data driven

49. Win the Gamification Make no
Misstake
 Misstake: Focus on Competition
 Misstake: No Clear Gamification Goals
 Misstake: Too Many Rewards
 Misstake: No Motivation
 Misstake: Misusing Points and Badges
 Misstake: Short-Term Thinking
 Do : Choose a behavior built for long term
 Do : Use variable interval rewards (operant
conditioning)
 Do : Add new elements over time

50. Gamification Forecast and
Future

51. Gamification Forecast and
Future

52. Sight

53. THANK YOU FOR
LISTENING
Alireza Ranjbar Shourabi @ARSHourabi