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Gamification and stuff

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A short presentation I did for the Gamifiers Meetup Group. It is a look at some of the pros and cons of "traditional gamification methods", such as Points and Badges. It offers a few more mechanics and ideas to think about when you are considering gamification.

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Gamification and stuff

  1. 1. Gamification and Stuff Andrzej Marczewski Gamification Evangelist @daverage
  2. 2. Gamification n. Blah Blah Blah (Jesse Schell) The application of game mechanics to non game tasks to improve motivation, promote engagement or to drive desired behaviours. The standard description Gamification is the strategy which takes behaviour-motivating mechanics from traditional and social games, and applies these mechanics to non-game experiences. Scott Schnaars, the GM of EMEA at Badgeville The use of game attributes to drive game-like player behaviour in a non-game context with predictability. Michael Wu Ph.D., Chief Scientist at Lithium Technologies Inc. Gamification n. A stupid term invented by ninnies to describe half-assed attempts to make boring things more interesting. Jesse Schell, Games Designer and Author of The Art of Game Design Gamification and Stuff Copyright © Capgemini 2012. All Rights Reserved 2
  3. 3. The Tool Kit - PBL Points, experience, credits, virtual currency, real currency E.G. Loyalty Cards, Nike+ Badgers, trophies, awards, tangible rewards E.G. Foursqaure, Mint Leader boards, ladders, league tables, score boards E.G. Foursquare, Salesforce There is a lot more to it than that though Gamification and Stuff Copyright © Capgemini 2012. All Rights Reserved 3
  4. 4. Motivate Me!Daniel Pink, Author of Drive, gives us the following drivers for human motivationAutonomy We like to have choices and controlMastery We like to feel that they are progressing and improvingPurpose We like to feel that there is a reason or a goal Gamification and Stuff Copyright © Capgemini 2012. All Rights Reserved 4
  5. 5. Introduction, user engagement, loyalty and retention “The Loyalty Chasm” Brand Value User Value CAPTURE RETENTION ACTIVATION User Involvement, Commitment & Loyalty Steve Bocska, President and CEO of Vancouver-based Pug Pharm Productions Gamification and Stuff Copyright © Capgemini 2012. All Rights Reserved 5
  6. 6. Badges can be bad, but not always “Engagement-contingent, completion-contingent, and performance-contingent rewards significantly undermined free-choice intrinsic motivation” Deci. et al, 1999 Points and Badges should recognise an achievement, not be the achievement Gamification and Stuff Copyright © Capgemini 2012. All Rights Reserved 6
  7. 7. The Tool Kit – Into the IntrinsicPride / Ego People take pride in what they do and in being recognised for it.Meaning / Purpose People want to feel there is a reason to do things.Altruism / Charity People like to feel that they are adding to the greater good.Productivity / Momentum / Flow People like being productive they just get into the groove.Feedback People love feedback, it helps them to understand their progress.Choice People want to feel that they have control of the outcome. Gamification and Stuff Copyright © Capgemini 2012. All Rights Reserved 7
  8. 8. Fun n. Enjoyment, amusement, or light-hearted pleasureFun is subjectiveIf done wrong it may seem patronisingYou can’t force people to have funPlayful design can improve UXIf done well, the worst that can happen is no one noticesIt is worth tryingAs Mary Poppins said “In every job that must be done, there is an element of fun.You find the fun, and – SNAP – the job’s a game!” Gamification and Stuff Copyright © Capgemini 2012. All Rights Reserved 8
  9. 9. A simple framework I know WHAT I am going to Gamify Remember I know WHY I am gamifying it Think like a games designer I know WHO will be involved Try to make it voluntary I know HOW I am gamifying it Plan for CHEATERS I have ANALYTICS set up INTRINSIC > extrinsic I have TESTED with users Don’t be EVIL Remember the FUN I have ACTED on feedback I have RELEASED the solution “Lots of things have the bells and whistles, but not the heart of a game” Jane McGonigal Gamification and Stuff Copyright © Capgemini 2012. All Rights Reserved 9
  10. 10. Get in touch Andrzej Marczewski marczewski.me.uk @daverage Gamification is one tool to increase engagement, enjoyment and motivation. However, throwing game elements at a fundamentally broken system is a like putting a long hairy tail on a rabbit and calling it a monkey. It’s not going to work and it isn’t going to fool anyone. Gamification and Stuff Copyright © Capgemini 2012. All Rights Reserved 10

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