2012 05-16 stanford -baby step+games v03
DESCRIPTION
Michael Wu Lithium Technologies Mobile Health at Stanford 2012 Simplicity Changes BehaviorTRANSCRIPT
Baby Steps & Games
Michael Wu, PhD (mich8elwu) Principal Scientist of Analytics
Mobile Health
May 16th, 2012
STANFORD UNIVERSITY
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Good games are
very engaging
Great games are
even addicting
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what is gamification?
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▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game
context with predictability
what is gamification?
11
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD
▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game
context with predictability
• game attributes
• game mechanics, game dynamics, game design principles, gaming psychology, player
journey, narratives, incentives, etc.
what is gamification?
12
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD
▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game
context with predictability
• game attributes
• game mechanics, game dynamics, game design principles, gaming psychology, player
journey, narratives, incentives, etc.
• game-like player behavior
• engagement, interaction, competition, collaboration, awareness, learning, obsession,
and/or any other observed player behavior during game play
what is gamification?
13
twitter: mich8elwu
linkedin.com/in/MichaelWuPhD
▪ Gamification: • The use of game attributes to drive game-like player behavior in a non-game
context with predictability
• game attributes
• game mechanics, game dynamics, game design principles, gaming psychology, player
journey, narratives, incentives, etc.
• game-like player behavior
• engagement, interaction, competition, collaboration, awareness, learning, obsession,
and/or any other observed player behavior during game play
• non-game context
• work, education, health & fitness, sale & marketing, community participation, civic
engagement, volunteerism, goodwill, etc. (anything but a game)
what is gamification?
14
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▪ 3 of the most common commercial use case of gamification • Deepens engagement
• Internally: collaboration between teams + employees
• Externally: collaboration between customers
• Sustains loyalty
• Onboards new users (employees, customers)
▪ So what?
what can gamification do for your business?
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average customer
community user 2.5x
customer spending
10x superfan
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what’s the magic behind gamification?
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Achievement
Appointment
Dynamic
Avoidance
Behavioral Contrast
Behavioral Momentum Blissful
Productivity
Cascading
Information
Theory
Chain Schedules
Combos
Communal
Discovery
Communal
Collaboration
Collection
Set Completion
Discovery
Companion
Gaming
Countdown Cross Situational
Leader-boards
Leader-boards
Disincentives
Endless
Games
Envy
Epic Meaning
Extinction
Free Lunch
Fixed Interval
Reward Schedules
Fixed Ratio
Reward Schedule
Free Lunch
Fun Once,
Fun Always
Interval
Reinforcement
Schedules
Level Up
Lottery
Loyalty
Loss Aversion
Micro Leader-boards
Modifiers
Moral Hazard
of Game Play
Ownership
Pride
Privacy
Progression Dynamic
Points
Quest
Rank
Reputation
Ratio Reward
Schedules
Delayed
Mechanics
Reinforcer
Response
Reward Schedules
Rolling
Physical
Goods
Shell Game
Social Fabric of Games
Status Serendipity
Urgent
Optimism
Variable Interval
Reward Schedules
Variable Ratio
Reward Schedule
Viral Game Mechanics Virality
Virtual Items
Social
Cohesion
Real-time
Mechanics
Contingency
Infinite Gameplay
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angry birds example
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Immediate feedback:
1. control
2. physics
3. points
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Achievement:
Level unlock
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▪ Flow: an optimal state of
intrinsic motivation • Forget about physical feelings
(e.g. hunger, sleep), passage of
time, and their ego
▪ Skill ~ Challenge Flow
▪ Certainty vs. Uncertainty • People love the control state
• People hate the boredom state
• People like arousal
• People dislike worry
Mihaly Csikszentmihalyi: Flow
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▪ People acquire skills over
time move into the
boredom state
▪ We are motivated by
challenges, surprises, and
varieties, to avoid boredom • IRL, matching challenge to
people’s skills exactly is hard
• They are either too easy (boring)
or too hard (frustrating)
Mihaly Csikszentmihalyi: Flow
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too easy
a bit too hard
way too hard shallow
learning
curve
steep learning curve
to get back to flow
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▪ Good games are designed
to maximize flow. How?
▪ Game designers: controls
the difficulty of the levels
▪ Players: the next step they
take is always a baby step
relative to the ability they
already acquired
Mihaly Csikszentmihalyi: Flow
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the next step already acquired ability
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A game
||
structured
puppy steps
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Thank you