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Gametization 101 (14 Dec 2018)

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In our 3-hour workshop, "Gametization 101", we at Gametize (http://gametize.com) gave a walkthrough of our very own 5D Framework, which we have extensively used to design gamification strategies for many of our customers.

Learn more about how to implement a gamification strategy to your use case with Gametization 101.

Publié dans : Business
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Gametization 101 (14 Dec 2018)

  1. 1. Gametization 101: Before we begin 1. Download the Gametize App from App Store / Google Play Store 2. Register for an account 3. Check out our workshop game by entering the code gamification in the search bar 4. Try out the Challenges and get a feel of the Gametize platform! John Doe gamification
  2. 2. About us Al-Fairuz ● Studied Big Data & Analytics ● Used to be a Trainer/Planner in BMTC (Basic Military Training Centre) ● Loves working with Python. ● Wants to be a Python Programmer one day fairuz@gametize.com Prapim ● Trained as a graphic designer ● Stumbled into instructional design ● Used to teach art to children (and adults) ● Loves Photoshop, Illustrator and cats. prapim@gametize.com
  3. 3. The Game Plan for today ● Getting to know you (and you, us) ● Learn what gamification is ● Motivation Frameworks ● 5D Gamification Framework ● Case Studies of Gamification Implementations ● Learn how to use Gametize’s platform with platform training ● Practice creating your own Game ● Debrief and Q&A ● Feedback and survey
  4. 4. How to maximize this session ● Feel free to ask questions at the end of each section ● Let us know at any time if you’re lost and need us to slow down ● This will NOT be a fun session, but keep an open and creative mind, relax, and we will our best to make it enjoyable :) ● Don’t be afraid to get hands-on and try out the Gametize platform, both as a creator and a player ● We’ll be taking a look at the final product you create during the workshop, so keep your own use case in mind during the session
  5. 5. Nobody likes Working Learning is Boring But everyone loves Playing
  6. 6. Gamification – The Basics
  7. 7. What is gamification? gamification = ?????????????????????????????? ?????????????????????????????? ?????????????????????????????? ?????????????????????????????? ?????????????????????????????? ?????????????????????????????? ??????????????????????????????
  8. 8. What is gamification? gamification = Use of game design and game psychology in non-game settings to engage and motivate target audience for target behaviors. It is a process, and not an end point.
  9. 9. Gamification in Consumer Engagement gamification = A design-thinking focused process to engage and motivate your consumers into behaviors that directly or indirectly increase sales. It DOES NOT need to be transactional.
  10. 10. Gamification in Learning & Employee Engagement gamification = A design-thinking focused process to engage and motivate your audience into desired behaviors, with a balance of intrinsic and extrinsic rewards, to make learning more enjoyable. It MUST NOT be transactional.
  11. 11. Is this Gamification?
  12. 12. Is this gamification or not? Source: National Steps Challenge, Health Hub, Ministry of Health Singapore
  13. 13. Is this gamification or not? Source: National Steps Challenge, Health Hub, Ministry of Health Singapore
  14. 14. Is this gamification? Source: Fitbit
  15. 15. Is this gamification? Source: Fitbit
  16. 16. Is this gamification? Source: Pizza Hero by Domino’s Pizza, by agency CP+B, https://youtu.be/QzWEeOoFMfU Read more about it here: https://kotaku.com/5901817/the-dominos-ipad-game-could-transform-the-way-we-order-pizza-and-get-jobs
  17. 17. Is this gamification? Source: NTUC Fairprice, Singapore
  18. 18. Is this gamification? Source: IndusGeeks, http://www.indusgeeks.com/serious-games.php
  19. 19. Is this gamification or not? gamification = Points and badges Advertgaming Social gaming Farmville Candy Crush Pokemon Go
  20. 20. The 4 Key Pillars of Gamification Interactive Challenges Competition and Social Constant, Instant Feedbacks Rewards and Redemptions
  21. 21. Motivation Frameworks
  22. 22. Why do people like to play games?
  23. 23. Why do people like to play games? DOPAMINE. OH YEAH!
  24. 24. Why do people like to play games? Source: Phillip Toledano, http://www.mrtoledanowillseeyounow.com, 2002
  25. 25. “SORRY, I CAN’T GO TO WORK TODAY. I FRACTURED MY MOTIVATION” What motivates us?
  26. 26. Extrinsic Motivation Behavior that is driven by external rewards. ...such as money, grades, and praise, or negative reinforcement such as fear of punishment or failure. money grades praise deadlines
  27. 27. Intrinsic Motivation Behavior that is driven by internal (self-driven) rewards. ...such as striving towards a goal for personal satisfaction or accomplishment. pride interest curiosity achievement
  28. 28. Maslow’s Hierarchy of Needs
  29. 29. Herzberg’s Two-Factor Theory Dissatisfaction and demotivation Not dissatisfied but not motivated Positive satisfaction and motivation Hygiene Factors ● Company policies ● Quality of supervision ● Relation with others ● Personal life ● Rate of pay ● Job security ● Working conditions Motivational Factors ● Achievement ● Career advancement ● Personal growth ● Job interest ● Recognition ● Responsibility Hygiene Factors Motivational Factors
  30. 30. Mihaly’s Flow Theory Mihaly Csikszentmihályi and his fellow researchers began researching flow after Csikszentmihályi became fascinated by artists who would essentially get lost in their work. Artists, especially painters, got so immersed in their work that they would disregard their need for food, water and even sleep. What makes these people so motivated? Image source: https://www.ted.com/talks/mihaly_csikszentmihalyi_on_flow
  31. 31. Mihaly’s Flow Theory
  32. 32. Mihaly’s Flow Theory What motivates us? Mihaly’s Flow Theory • One must be involved in an activity with a clear set of goals and progress. This adds direction and structure to the task. • The task at hand must have clear and immediate feedback. This helps the person negotiate any changing demands and allows them to adjust their performance to maintain the flow state.
  33. 33. What is the average age of a video gamer in US, in 2017? *According to Entertainment Software Association Here’s a question for you...
  34. 34. Source: Entertainment Software Association 2017, http://www.theesa.com/about-esa/essential-facts-computer-video-game-industry/ More Gamer stats for thought...
  35. 35. Gametize’s 5D Framework
  36. 36. The 5Ds of Gamification 5D Framework
  37. 37. Learning & Development ● Sales Training ● Leadership Training Use Cases we’ve applied the 5D Framework to Employee Engagement ● Onboarding ● Wellness ● Team-Building, Community-Building Talent Acquisition ● Recruitment ● Employer Branding Consumer Engagement ● Content Marketing ● Consumer Loyalty
  38. 38. The 5Ds of Gamification 5D Framework 1. Define your problem Identify a problem you want to solve. “Our new hires find our orientation programme cumbersome and don’t remember what they’re taught during the onboarding” “We want to bring engagement of our team-building and training modules to outside of just the classroom” “Our recruitment process is difficult to manage with our small team”
  39. 39. The 5Ds of Gamification 5D Framework 2. Determine your goals What is the outcome you want to achieve out of gamification? “We want to enrich the onboarding experience by making our programme more experiential and interactive” “We want our students to practice their team-building skills outside of the classroom, including more interactions & networking” “We want to automate and standardize the recruitment process to decrease the time it takes to screen potential candidates”
  40. 40. The 5Ds of Gamification 5D Framework 3. Decide your target behaviors What are your target behaviours and emotions? “Your organization’s orientation programme is fun!” “I understand how to put what I’ve learned during this module to use now!” “This organization’s recruitment process is innovative; I want to join!”
  41. 41. The 5Ds of Gamification 5D Framework 4. Describe and Profile your Players Make a list of characteristics of your target group. Clue: Create a persona and tell us a story. “Kylie is 20 and is in the Business Development Course. She’s very active on social media, especially Instagram – she’s used to sharing stories with her friends and followers, and likes to try new things.”
  42. 42. Bartle’s 4 Player Types Killer Defined by: A focus on winning, rank, and direct peer-to-peer competition. Engaged by: Leaderboards, Ranks Achievers Defined by: A focus on attaining status and achieving present goals quickly and/or completely. Engaged by: Achievements Socialites Defined by: A focus on socializing and a drive to develop a network of friends and contacts. Engaged by: Community, Interaction Explorers Defined by: A focus on exploring and a drive to discover the unknown. Engaged by: Obscure Achievements
  43. 43. Which Player Type are you? Find out which Player Type you are by trying out our Personality quiz at myplayertype.com
  44. 44. The 5Ds of Gamification 5D Framework 5. Design your Gamification Strategy Decide on: ● Visual style ● Game storyline ● Tone of voice ● Interactions to use
  45. 45. The 5Ds of Gamification: Gametize’s Design Strategy G A M E T I S E Generous, Extrinsic Rewards (With clear paths) Appealing, Fresh Content (create stickiness) Maintain it (easy dashboard to manage for iterations) Easy and Emotional, relevant to audience profiles Tribalism (create tribes and communities) Intrinsic motivations (moving from extrinsic rewards) Social behaviors (create conversations, sharing) KEY ELEMENTS KEY GOALS Anti-Gaming Mechanics Iterative Testing and Changes DESIGN CONSTANTS D Data for analysis (create valuable intelligence) Engaged target behaviors relevant to target goals
  46. 46. 5D Framework Demo We’ve developed a demo card game to help you understand the 5D Framework better!
  47. 47. Activity: Create your own 5D Framework (Don’t worry if you get stuck – we’ll have plenty of case studies for you to get inspired by in a bit!)
  48. 48. Gametize Platform Training
  49. 49. is a rewards and motivation platform to engage your consumers/employees with gamification concepts.
  50. 50. To use Gametize, you just have to start a Project, create a Topic, and start adding in the Content (Challenges & Flashcards) PROJECT Topic 1 Topic 2 Topic 3 Content: Challenge Content: Flashcard Content: Challenge Content: Challenge Content: Flashcard Content: Flashcard Content: Challenge Content: Challenge Content: Flashcard Content: Flashcard Content: Flashcard Content: Flashcard
  51. 51. Challenges are content with an action required. Flashcards are static content where no action is required. Topics are groups of Challenges that are themed, such as a grammar Topic with different grammar Quiz Challenges. Projects are groups of Topics. What are Challenges, Flashcard, Topics, and Projects?
  52. 52. Photos ● Gametize Image Library ● Pixabay ● Unsplash ● Pexels Illustrations ● Flaticon Be aware of attribution rights! Image Resources
  53. 53. Rewards ● Redeem Rewards by spending points accumulated throughout the whole Project ● Utilizes the Rewards Store Rewards vs. Achievements Achievements ● Are like badges ● Earn by special actions per Topic ● Actions can include: ○ Completing x number of Challenges ○ Completing Challenge A x number of times ○ Earning x number of points
  54. 54. SAPs Status Access Power Rewards Rewards: A Masterclass on its own
  55. 55. Have a mix of Reward types so you can motivate for different purposes But is SAP always enough?
  56. 56. What else can you do as an Admin? As an Admin, even after your game has launched, you can still edit, moderate, and analyze your game’s content and performance.
  57. 57. Analytics Once your game has gathered enough data, you can review your game’s performance using Analytics
  58. 58. Let’s wrap up the Theory Stuff now...
  59. 59. Finishing line: Avoiding Pitfalls gamification = IS NOT MAGIC. It is a process, which like many others, must be well-designed and planned. There are no rules to fun.
  60. 60. 1. create emotions even better, stories 2.don’t try too hard, they’ll know 3. bring in heroes if possible 4. regular fresh content, please 5. do 1 - 4 again
  61. 61. Gamification Toolkit ● Pixabay for royalty-free images ● Google Slides for collaborative content creation ● GoAnimate for videos animation creations ● Canva, Piktochart, Stencil for graphical work ● Gametize for gamification platform ● MyPlayerType.com for basic player type profiling ● Look at some of the best examples out there – influitive.com’s resource section ● Someone who can do it full-time and do lots of testing
  62. 62. ● What is Gamification, Really? By Michael Wu http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447 ● Why We Play Games: Four Keys to More Emotion Without Story By Nicole Lazzaro http://xeodesign.com/xeodesign_whyweplaygames.pdf ● Smart Gamification: Social Game Design for a Connected World By Amy Jokim http://www.slideshare.net/amyjokim/smart-gamification-social-game-design-for-a-connected-world ● Meaningful Play: Getting Gamification Right By Sebastian Deterding http://www.slideshare.net/dings/meaningful-play-getting-gamification-right References
  63. 63. “The opposite of play is not work. It is depression.” – Dr. Stuart Brown
  64. 64. accept challenge gametize.comenquiry@gametize.com

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