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LEVEL 1<br />What it’s not<br />
LEVEL 1: What it’s not<br />Video games<br />
LEVEL 2<br />What it is<br />
LEVEL 1: What is it?<br />Definition<br />“The integration of the mechanics that make games fun and absorbing into non-gam...
LEVEL 1: What is it?<br />Example mechanics<br />Appointment dynamic<br />Achievement<br />Community collaboration<br />
LEVEL 1: What is it?<br />Haven’t we seen this all before?<br />Behavioural theories<br />Control theory<br />Cybernetics<...
LEVEL 1: What is it?<br />What’s in a name?<br />Gaming dynamics<br />Game mechanics<br />Serious games<br />Game theory<b...
LEVEL 1: What is it?<br />Hijacking the brain, or, “How does it work?”<br />Experience systems<br />Rapid, frequent feedba...
LEVEL 1: What is it?<br />“Facebook Addiction Disorder (FAD)”<br />
Status<br />Access<br />Power<br />Stuff<br />LEVEL 1: What is it?<br />Types of rewards/incentives<br />
LEVEL 1: What is it?<br />Incentives and rewards make the world go round<br />
LEVEL 1: What is it?<br />Flow<br />
LEVEL 1: What is it?<br />User/gamer types<br />Explorers (9%)<br />Killers (1%)<br />Socializers (80%)<br />Achievers (10...
BOSS BATTLE!<br />Pitfalls<br />
It’s difficult to engage everyone<br />
Rewards are not equivalent to achievement<br />
Limited participation bandwidth<br />
Unintended consequences / <br />Gaming the system<br />
Undermining intrinsic values and…<br />…interfering with social norms<br />
CONGRATULATIONS!!!<br />You defeated the Pitfall Boss!<br />
BONUS LEVEL<br />Examples<br />
BONUS LEVEL<br />Farmville<br />
BONUS LEVEL<br />Foursquare<br />
BONUS LEVEL<br />Klout<br />
LEVEL 3<br />Experiment<br />
LEVEL 3<br />Experiment<br />Overview<br />
LEVEL 3<br />Experiment<br />Sample<br />
Game mechanics included:<br />1. A virtual currency<br />2. Parallel goals <br />3. Badges <br />4. Progress bar <br />5. ...
Imagery e.g. simple vs. complex, words vs. graphics?<br />Cultural references vs. originality<br />Shirt cut e.g. trendy v...
Control<br />Experiment<br />LEVEL 3<br />Experiment<br />Results: Discussion content<br />
Number of posts<br />(average)<br />Control<br />Experiment<br />LEVEL 3<br />Experiment<br />Results: Number of posts<br />
Control<br />Experiment<br />n=25<br />n=30<br />LEVEL 3<br />Experiment<br />Results: User participation<br />
Control<br />Experiment<br />n=37<br />n=68<br />LEVEL 3<br />Experiment<br />Results: Community interaction<br />
MARKET RESEARCH CONSIDERATIONS<br />Interference with data integrity<br />Unsolicited responses<br />Surveys too complex f...
CONCLUSIONS<br />Gamification appears to work<br />Its more subtle that just making something look like a video game, and…...
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Gamification: Future or Fail?

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This deck is based on a paper we wrote for the SAMRA 2011 conference. It's a short introduction to some of the ideas underlying the concept of "gamification".

It also details the results from a simple experiment we conducted to measure the effectiveness of gamifying an online community. We were restricted by a tight deadline and the existing capabilities of the online platform we partnered with, but the results are still pretty clear (although small base sizes makes it difficult to draw solid conclusions). To follow up these tantalising results, we are writing another paper for ESOMAR Congress that collects more numbers describing the effectivness of gamification.

I had a lot of fun illustrating the deck. Hope you enjoy reading it.

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Gamification: Future or Fail?

  1. LEVEL 1<br />What it’s not<br />
  2. LEVEL 1: What it’s not<br />Video games<br />
  3. LEVEL 2<br />What it is<br />
  4. LEVEL 1: What is it?<br />Definition<br />“The integration of the mechanics that make games fun and absorbing into non-game platforms and experiences in order to improve engagement and participation”<br />~ The Authors<br />
  5. LEVEL 1: What is it?<br />Example mechanics<br />Appointment dynamic<br />Achievement<br />Community collaboration<br />
  6. LEVEL 1: What is it?<br />Haven’t we seen this all before?<br />Behavioural theories<br />Control theory<br />Cybernetics<br />Behaviour change<br />Behavioural economics<br />
  7. LEVEL 1: What is it?<br />What’s in a name?<br />Gaming dynamics<br />Game mechanics<br />Serious games<br />Game theory<br />Game design<br />Pooh<br />Badgification<br />
  8. LEVEL 1: What is it?<br />Hijacking the brain, or, “How does it work?”<br />Experience systems<br />Rapid, frequent feedback<br />Rewards for effort<br />Uncertainty<br />Short- and long-term goals<br />Other people<br />
  9. LEVEL 1: What is it?<br />“Facebook Addiction Disorder (FAD)”<br />
  10. Status<br />Access<br />Power<br />Stuff<br />LEVEL 1: What is it?<br />Types of rewards/incentives<br />
  11. LEVEL 1: What is it?<br />Incentives and rewards make the world go round<br />
  12. LEVEL 1: What is it?<br />Flow<br />
  13. LEVEL 1: What is it?<br />User/gamer types<br />Explorers (9%)<br />Killers (1%)<br />Socializers (80%)<br />Achievers (10%)<br />
  14. BOSS BATTLE!<br />Pitfalls<br />
  15. It’s difficult to engage everyone<br />
  16. Rewards are not equivalent to achievement<br />
  17. Limited participation bandwidth<br />
  18. Unintended consequences / <br />Gaming the system<br />
  19. Undermining intrinsic values and…<br />…interfering with social norms<br />
  20. CONGRATULATIONS!!!<br />You defeated the Pitfall Boss!<br />
  21. BONUS LEVEL<br />Examples<br />
  22. BONUS LEVEL<br />Farmville<br />
  23. BONUS LEVEL<br />Foursquare<br />
  24. BONUS LEVEL<br />Klout<br />
  25. LEVEL 3<br />Experiment<br />
  26. LEVEL 3<br />Experiment<br />Overview<br />
  27. LEVEL 3<br />Experiment<br />Sample<br />
  28. Game mechanics included:<br />1. A virtual currency<br />2. Parallel goals <br />3. Badges <br />4. Progress bar <br />5. Appointment dynamic <br />LEVEL 3<br />Experiment<br />Design<br />
  29. Imagery e.g. simple vs. complex, words vs. graphics?<br />Cultural references vs. originality<br />Shirt cut e.g. trendy vs. comfort?<br />Design placement e.g. side, front back, use of space/negative space, etc.<br />LEVEL 3<br />Experiment<br />Design<br />
  30. Control<br />Experiment<br />LEVEL 3<br />Experiment<br />Results: Discussion content<br />
  31. Number of posts<br />(average)<br />Control<br />Experiment<br />LEVEL 3<br />Experiment<br />Results: Number of posts<br />
  32. Control<br />Experiment<br />n=25<br />n=30<br />LEVEL 3<br />Experiment<br />Results: User participation<br />
  33. Control<br />Experiment<br />n=37<br />n=68<br />LEVEL 3<br />Experiment<br />Results: Community interaction<br />
  34. MARKET RESEARCH CONSIDERATIONS<br />Interference with data integrity<br />Unsolicited responses<br />Surveys too complex for mobile execution<br />
  35. CONCLUSIONS<br />Gamification appears to work<br />Its more subtle that just making something look like a video game, and…<br />…it’s something we’ve always done to some degree<br />Now we’ve just articulated it, giving us a powerful tool<br />
  36. CONGRATS!!! <br />You defeated the Final Boss<br />

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