System GamificationWilliam Volk

CCO, PlayScreen, LLCQuickTime™ and a

decompressorare needed to see this picture.

What is Gamification?

• The use of Game Play elements to improve adoption, engagement and retention.

Why Gamification?• 2x to 10x improvement in metrics.• We are wired for it.• “Gamification at it's core is about fun, rewards and

social connections. It has the opportunity to connect people in ways never seen before.” - Gamification.org

• Make the dull less DULL!

Why Gamification (2)?• 5.93 Million Years in World of Warcraft.• 10,000 hours of gaming by age 21.• Games immerse us in “Blissful Productivity.”• Solve major problems - “World Without Oil.”– From TED: Jane McGonigal: Gaming can make a

better world

Case Study: Speed Camera Lottery

• Photo all drivers.• Distribute collected fines to ‘good’ drivers.• Average speed dropped from 32 to 25 kp/h.

(TheFunTheory.com)

Case Study: Bottle Bank Arcade

• Make recycling bottles an arcade game.• In one evening, used by 100 people.• Normal recycle bin used only twice.

(TheFunTheory.com)

Case Study: Magnum Ice Cream

• In 3 days was the most tweeted URL globally.• 1 million uniques in 3 weeks, no media spend.• Users spend 5 min on average. 250k FB

shares.

What do we mean by ‘Game’?• Games have evolved beyond win/lose.• Sometimes you just want to have a element.• Elements:– Achievements– Goals– Social– Scoring– Tasks?

Achievements• Not a new idea.• Give people positive feedback. • Integrate with Social Networks.– Post to Facebook and Twitter.

Goals• Give people direction.• MyPlate’s “calories per day”. • Farmville’s crop growing.

Social Aspects• Parallel Play– We play together, but not against each other.

• Competitive Play– We play to win (Bejewled Blitz).

• Cooperative Play– We work together to achieve our goals (help me

with my farm).

Workifcation? (Grind Games)• Games are becoming more like work.• Play is about 'tasks’, not the traditional

elements. • Players awarded with achievements, bragging

rights, virtual currency.• How does this apply to Gamification?

Getting Started• Game or Game Elements?• Platform. • Discovery and Social Network.• Amateurs Copy … Professionals?

The Design Process• Concepts.• Paper Prototypes. • Throw Away Code.• Play Testing.

The Development Process• Design Document.• Agile? • Producers and Project Management.

Gamifcation and HTML5• Mobile, Facebook, Tablets?• Most of the games are not ‘arcade’. • Facebook apps evolving to HTML5.• See acquisitions for proof.– Zynga bought Dextrose AG.– MafiaWars goes HTML5

Final Thoughts• Where is this going? What does it all mean?

The $1000 handbag and virtual goods. Demographics are broad - Who’s playing?Real World Rewards?

• Opportunities: Education, Health and Finance.

We’re Hiring!Programmers, Producers and Artists

Florence Oregon Studio