About GamificationALIREZA RANJBAR SHOURABI

@ARSHOURABI

@ARSHourabi

u @ALMgames (game studio)u @Faranesh (e-learning platform)u @Hamsaa (innovation social network) u @Fanap (fintech)u @IGA : Iran Gamification Associationu @Roshdino : Growth Hacking eventu and Some other Startups

Gashte Police +100k

The WAR

u Profit

u Attention

u Loyalty

u Desired behavior

u To be Selected over competition

u So we have to design a journey to get the desired behavior that includesattention and loyalty which will make customers select us instead ofcompetition that will result in our profit!

Let’s see a usage

Global Market

uGamificationMarket worth11.10 BillionUSD by 2020

How to affect Human behavior

u Inspirationu the process of being mentally stimulated to do or feel something

u especially to do something creative.

uManipulationu handle or control (a tool, mechanism, information) in a skillful manner.

u control or influence (a person or situation) cleverly or unscrupulously.

Let’s see a usage

Manipulation or Motivation ?

u Primal needs

u Fear and force

u Fun and games

u Which one is the most powerful one?

u Which one in controllable?

u Which one is designable, predictable and repeatable?

u Which one is humane?

Fun

Is designable and can be used for good and evil by choice!

Let’s see a usage

Gamification Definition

The Process of Game Design-Thinkingand game Mechanics To Engageusers and Solve Problems.

Game Mechanics

Game Mechanics

Flow

u Mihaly Csikszentmihalyiu Being in the zone

Gamification is …

u Learning from games and their abilities to connect withpeople.

u Using game elements while knowing that a game is a lotmore.

u Thinking like a game designer.u Having objectives other than winning in the game.

Let’s see a usage

Types and Divisions

u Structural / Contentu Exterioru Interioru Social Goodu Customer / Employee

Main Usage

GMC

Framework

MDA Framework

Prof. Kevin Werbach : A design framework

u 1. DEFINE business objectivesu 2. DELINEATE target behaviorsu 3. DESCRIBE your playersu 4. DEVISE activity loopsu 5. DON’T forget the fun!u 6. DEPLOY the appropriate tools

4 Dominant Applications

uProduct GamificationuWorkplace GamificationuMarketing GamificationuLifestyle Gamification

Fitocracy

Habit RPG

Chore Wars

The Narrative

The Numbers

A glimpse of the future

Thank you for Listening!ALIREZA RANJBAR SHOURABI

@ARSHOURABI