2010 gamification 1.0 files stripped out
TRANSCRIPT
![Page 1: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/1.jpg)
Gamification!
Scott DodsonCOO, Bobber Interactive
![Page 2: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/2.jpg)
Premise
“When given a choice between two similar activities, consumers will always choose the one that’s more enjoyable.”(Gabe Zichermann, CEO BeamMe, author [with Joselin Linder], of Game Based Marketing)
![Page 3: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/3.jpg)
www.theFunTheory.com
![Page 4: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/4.jpg)
Why I Care• I Gamified Everything
![Page 5: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/5.jpg)
Why I Care• I Gamified Everything
![Page 6: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/6.jpg)
Why I Care• I Gamified Everything
![Page 7: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/7.jpg)
Why I Care• I Gamified Everything
![Page 8: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/8.jpg)
Why I Care• I Gamified Everything
– Playful perception: choosing how to experience your world Herbert L. Leff 1984
• Very Empowering Distinctions• Serial Entrepreneur
– “Cottage” Entrepreneurialism– Flying Rhino Studios– Tenacious Games– Divide by Zero Games– Bobber Interactive
![Page 9: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/9.jpg)
Why you might care• “I am more interested in entrepreneurs who
are focused on the ‘video-gamification’ of other lines of business from education to ecommerce, advertising to health. These areas seem less obvious, but offer more room for innovation.
(Bing Gordon, Kleiner Perkins Caufield & Byers)
![Page 10: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/10.jpg)
Why you might care• “Gaming 3.0 is about leveraging game
mechanics to re-invigorate other markets: …points, achievements, and leveling up… We can utilize game constructs in other industries which no longer monetize as effectively via macro-transaction or advertising.”
(Tim Chang, Norwest Venture Partners)
![Page 11: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/11.jpg)
Game
• Game: an activity involving skill, chance, or endurance played according to a set of rules.
• Might have/be:– Competition/Cooperation– Solo/Social– Spectators/Private
![Page 12: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/12.jpg)
Gamification
• Frequent Characteristics– Real World– Meta game– Persistence– Progression
• Level, Title, Reputation, – Metric
• Score, Points, Currency– Velvet rope
• Scarcity, Earned Progression
![Page 13: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/13.jpg)
Gamification• Effective Characteristics
– No different from “real” games– Scott Rigby: Immersyve
• Competence• Autonomy• Relatedness
– Re-Engagement– Virality
![Page 14: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/14.jpg)
A (very) Brief History of Games
• I: Prehistory & Ancient Games
![Page 15: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/15.jpg)
A (very) Brief History of Games
• I: Prehistory & Ancient Games
![Page 16: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/16.jpg)
A (very) Brief History of Games
• II Prehistory- 1970’s
• Skill• Chance• Endurance• Set of Rules• Other People• Metric
![Page 17: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/17.jpg)
• III: ~1970s -1997/2000
A (very) Brief History of Games
• Skill• Chance• Endurance• Set of Rules• Other People• Metric
![Page 18: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/18.jpg)
A (very) Brief History of Games• IV: 1997/2000-2010
• Skill• Chance• Endurance• Set of Rules• Other People• Metric
![Page 19: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/19.jpg)
A (very) Brief History of Games
• Meta game• Persistence• Progression• Currency• Velvet rope
• IV: 1997/2000-2010
• Skill• Chance• Endurance• Set of Rules• Other People• Metric• Cats
• Skill• Chance• Endurance• Set of Rules• Other People
• Metric
![Page 20: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/20.jpg)
Takeaway
• I’m lucky I work on the Business/Design side and not as a Graphic Designer
• Evolution of Human Psychology • Evolution in Games Development• Rich set of Design Tools and Mechanics• Profound ability to tap the drivers of
Human Behavior
![Page 21: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/21.jpg)
Civilization Designed to Meet (and Activate)
Needs and Rewards
Fundamental Motivations/Rewards:Survival – Procreation
Security – Nesting
Human Beings
Game Mechanics
Designed to Meet (and Activate)
Needs and RewardsHealth/Obesity
EnvironmentEnergy
Unfulfilling work Gamification!
![Page 22: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/22.jpg)
• Green Stamps• Boy Scouts Merit badges• McDonald’s Monopoly• Airline mileage programs
Early Game Layers
![Page 23: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/23.jpg)
![Page 24: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/24.jpg)
![Page 25: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/25.jpg)
Mechanical Turk / Matrix Style Gamification
Using Human Gamers to accomplish tasks• ESP Game- Professor Luis von Ahn• Tens of millions of labels created• http://images.google.com/imagelabeler/
– Google’s Auction-based pricing system also a game
![Page 26: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/26.jpg)
Mechanical Turk / Matrix Style Gamification
• UW researcher’s Fold.it– turns determining the ideal shape of a protein
into a puzzle game.
![Page 27: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/27.jpg)
Charitable Giving
• Humanity Calls• Cause World
![Page 28: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/28.jpg)
Charitable Giving
• Humanity Calls• Cause World
![Page 29: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/29.jpg)
Location Based
![Page 30: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/30.jpg)
Location Based
![Page 31: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/31.jpg)
Location Based
![Page 32: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/32.jpg)
Location Based Dining
![Page 33: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/33.jpg)
Fitness
![Page 34: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/34.jpg)
Fitness
![Page 35: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/35.jpg)
Fitness
• 6060 challenges• 232.5 million miles run
![Page 36: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/36.jpg)
Fitness
![Page 37: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/37.jpg)
Fitness
• 6060 challenges• 232.5 million miles run
6060 Challenges232.5 Million Miles Run
![Page 38: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/38.jpg)
Ecommerce
![Page 39: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/39.jpg)
Ribbon Hero
![Page 40: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/40.jpg)
From Jen Michelstein Senior Program Manager, Microsoft Office Labs
What people tell us that’s good:o They’re learning new featureso They like competition with friends and coworkers, and competition
motivates play (within Microsoft we hear a lot of hallway banter about people’s Ribbon Hero scores)
What could be improved:o If people play two challenges, they’re likely to play a lot of challenges;
but we’re losing players before they finish two challengeso once players plateau or reach the max score, there’s nothing to keep
them engaged 94,852 Downloads (as of 5/12/2010) 1,142 Facebook fans (as of 5/12/2010)• 120,000+ challenges played
![Page 41: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/41.jpg)
Gamifying Resorts and Shopping Malls
![Page 42: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/42.jpg)
Gamifying Resorts and Shopping Malls
![Page 43: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/43.jpg)
Gamifying Resorts and Shopping Malls
![Page 44: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/44.jpg)
Gamifying Gaming• Video at:• http://www.youtube.com/watch?v=omHrogtr0yU
![Page 45: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/45.jpg)
Gamifying Gaming• Video at:• http://www.youtube.com/watch?v=8tpWiQK_BwI
![Page 46: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/46.jpg)
Gamifying Gaming
Video at:http://www.youtube.com/watch?v=FSezf0MrEYE
![Page 47: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/47.jpg)
Financial Services
![Page 48: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/48.jpg)
Financial Services
![Page 49: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/49.jpg)
Financial Services
![Page 50: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/50.jpg)
Credits• Dr. Byron Reeves of the Department of Communication at Stanford &
J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement
• David Edery Principal, Fuzbi co-author with Ethan Mollick of Changing the Game: How Video Games Are Transforming the Future of Business
• Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/
• James Currier of Ooga Labs who also credits Clay Shirky and Bret Terrill • David Helgason CEO of Unity• Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games.
Jesse’s talk from DICE: http://tiny.cc/TebRw • Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences
for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast• My sincere apologies to anyone on this list or otherwise who feels they were
not properly credited. Kindly point out my error and I will edit accordingly.
![Page 51: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/51.jpg)
LOGIN 2010 WINNERS!
Gamified Human (Placeholder)
![Page 52: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/52.jpg)
Contact
• Scott Dodson• FB, LinkedIn• First Name at Bobberinteractive.com• @Gamebiz
![Page 53: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/53.jpg)
More•The Fun Theory Award winner: Speed limit lottery: http://www.youtube.com/watch?v=KcaKocRXCB4&feature=player_embedded•Groupon (social coupon buying)•Social deals•Rite Aid (Life) McDonald’s Monopoly clone•Coke (Marketing) My Rewards Program www.mycokerewards.com •WeSeed - Investment simulation game•HSX.com – Hollywood Stock Market•Stack Overflow - Points and Reputation for expertise•www.thesixtyone.com - gamified music site•Lumos Labs- games to build mental health, memory and attention•QR code games
![Page 54: 2010 gamification 1.0 files stripped out](https://reader036.vdocument.in/reader036/viewer/2022070521/58f9aebf760da3da068ba5e6/html5/thumbnails/54.jpg)
More
Video at:http://www.youtube.com/watch?v=zSiHjMU-MUo&NR=1