drive user engagement with gamification
Post on 11-Jan-2017
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For the Win!
CONGRATULATIONS!You understand the concept of gamification and how you
can apply it for your business
Workshop
Learn Apply Pitch
Learn about gamification and the 6 success factors in getting your users
engaged
Discover how a gamified approach can help you drive user engagement
Share your insights how you can use a
gamified approach to motivate your users
Homo ludens
Play is freedom, is not ordinary or real, happens outside ordinairy life, creates order and is not connected to material interest
Magic circle: stepping in the game voluntarily, suspending the rules of the real world and accepting the rules of the game. Basis for game thinking and design ever since
No matter what age
Nowadays gaming is a widely accepted pastime regardless the age. Whatever generation. From baby boomer to gen Y in any shape or form.
Millenials are more attuned to video or mobile gaming. Other generations want to play just like any other, however they need better onboarding to start enjoying digital games
No matter what culture
No matter what culture, race or gender
Play is all around us. From sweepstakes, party games, serious games, gaming
Not gamification
Gamification is about applying game elements and game design techniques in a non-game context. a non-game context that drives a business objective in a fixed amount of time. With a beginning and an ending
The proliferation of mobile games, game consoles and PC gaming has nothing to do with gamification.
Gamers get it
Game players as urgent optimists who are part of a social fabric, engaged in blissful productivity, and on the lookout for epic meaning
Engagement with games comes in 4 categories:
1. Compete: challenge, win, showoff2. Express: build, create, design3. Explore: Collect, rate, review4. Collaborate: Share, help, support
Drive
Carrot and sticks no longer work
Get people intrinsically motivated by tapping into their
1. desire to direct their own lives; autonomy
2. the urge to get better and better at something that matters ; mastery
3. the desire to do this in the service of something larger than ourselves; purpose
Successful gamification requires a clear understanding of desired behavior connected to your business objectives and knowing who your users are
Dangers / side effects / Risks
Corn syrup
Risks
Overjustification
Too many extrinsic tangible awards
Coerced play
Repurposing
Cheating
Six elements of success
For the win!
A state that your players aspire for and is
challenging to reach
ChoicesFreedom for the players to voluntarily choose how to
reach the win state
PurposeConnecting to player’s
personal goals, passion or higher purpose
RewardsProvides players a sense of
accomplishment intrinsically or extrinsically to drive desired
behavior
progress..
FeedbackKeeps players engaged with instant insight in progress
and performance
FunFun because it is
challenging, unexpectantly rewarding or connect strongly to purpose
3Target behavior Players
Describe your key player (demographics, ambitions,
motivation & beliefs)
Desired user behavior linked to relevant business
outcomes
Game design
Define the 6 elements to drive your player towards
target behavior
“Apply” Workshop
1.Target behavior
Desired behaviors
Business outcomes
Describe the behaviors you want your users to display. Be specific! Describe the ultimate business outcome(s) you expect to drive with achieving the target behavior(s)
2.PlayerDemographics
Psychographics
Motivations & beliefs
Player type
Describe:-Behaviors-Preferences
Describe:-Age-Gender-Place-Occupation-Income
Describe:-Needs-Motivations-Interactions
Select applicable type(s) based on the above:-Express-Compete-Explore-Collaborate
3.Game design
For the win!What is it that you want the player to be really
good at and what challenges will the player face while progressing to the win state?
ChoicesWhat choices will the player have to decide how to progress towards and reach the win
state?
FeedbackWhat kind of instant and juicy feedback will
you provide to inform the player of its progress and accomplishments?
RewardsWhat kind of tangible or intangible rewards
will you provide the player for both progression and accomplishments? Think about expected and unexpected rewards
PurposeHow will the win state, the challenges and the
choices connect to the player’s personal beliefs, motivation and interests?
FunHow will your game be fun for the player?
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