gamification 101 - it's not just about points and badges

Gamification 101

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What is Gamification? !

It is the application of game- like characteristics to non-game settings to drive audience engagement. !

Game Characteristics? !

These encourage behaviors such as… !

Game Mechanics!Game Design Principles!

Gaming Psychology!

Player Journey!

Collaboration! Competition! Exploration! Interaction!

Non-game settings refer to

any context! other than a

game. !

Education!

Travel!

Community!

Work!

Health & Fitness!

What is the average age of a gamer? (go google for answer!)

Gf

Gamification does not turn an application into a game.

Instead, it makes it feel like a game. !

People like games because they trigger emotion.!

Frustration!Excitement! Sense of Achievement!

Amazement! Happiness!

How games trigger emotion: !1. Hard fun!

2. Easy fun!

3. Altered States!

4. The People Factor!

Frustration! Sense of Achievement!

Challenge! Strategy! Problem Solving!

1. Hard fun!

Interesting content!

Collecting Items!

Points and level-ups!

Amazement! Happiness!

2. Easy fun!

Exploration ! Escape from thoughts & feelings !

Excitement!

3. Altered States!

Competition! Teamwork! Social Bonding!

Personal Recognition!

Sense of Achievement!

4. The People Factor !

Incentives are only a subset of gamification as a whole. !

Incentive Systems !

Gamification! !=!

You need to pick a gamification strategy and follow it through. !

!

Gamification is not plug and play. !

Gamification Strategy!!1. Identify action/behaviour to encourage!

2. Identify the engagement style of your users!

3. Pay attention to intrinsic motivation than extrinsic motivation.!

4. Implement progress mechanics.!

5. Make it easy to learn, but hard to master.!

1. Identify action/behavior to encourage: !

Check-ins!

Purchases!

Reviews!

Comments!

Share activities!

Do tasks!

Invite other users!

2. Identify the engagement style of your users !Acting!

Interacting!

Content! Players!

EXPRESS! COMPETE!

EXPLORE! COLLABORATE!

Eg: Design, decorate, create, purchase! Eg: Win, challenge, show-off, compare!

Eg: View, vote, collect, review, rate! Eg: Comment, like, share, help, give!

3. Pay more attention to intrinsic motivation than extrinsic motivation !

>!Meaning!

Positive Emotions!

Accomplishments!

Relationships!

4. Implement progress mechanics !

Foursquare badges directory!

Klout score trend!

Linkedin progress bars!

Starbucks loyalty programme!

5. Make it easy to learn, but hard to master!

Novice! Expert!

?!What is the skill

needed to attain mastery?!

Examples of Gamification:!!

Foursquare !Achievement, exploration, collecting items (badges) !

Loyalty Cards Rewards, collecting items (stamps) !

Photorank Competition, personal recognition!

Gametize Achievement, exploration, rewards!

Examples of Gamification:!

American AirlinesRewards, achievement, level-ups (elite status)!

Nike Plus Achievement, level-ups, competition!

Linked In Level-ups (progress bar)!

References !What is Gamification, Really? By Michael Wuhttp://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 http://xeodesign.com/xeodesign_whyweplaygames.pdf!Meaningful Play: Getting Gamification Right !By Sebastian Deterdinghttp://www.slideshare.net/dings/meaningful-play-getting-gamification-right!!!

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