gamification strategies how to solve problems, motivate and engage people through games!

Gamification Strategies:

How to solve problems, motivate and engage

people through Games!

Karl M. Kapp, Ed.D., Author: The Gamification of

Learning and Instruction

Why Games?

• Storyline• Characters• Theme• Realism• Music

Why Games?

• Storyline• Characters• Theme• Realism• Music

Games make an emotional connection.

Google “Kapp Notes”Google “Kapp Notes”

2012 New Book:“The Gamification of Learning and Instruction”

2012 New Book:“The Gamification of Learning and Instruction”

September 2011 Training Quarterly ArticleImproving Training: Thinking Like a Game Developer

September 2011 Training Quarterly ArticleImproving Training: Thinking Like a Game Developer

July 2012 T&D ArticleGames, Gamification and the Quest for Interactive Learning

July 2012 T&D ArticleGames, Gamification and the Quest for Interactive Learning

Torn from the book…

1Agenda

What are games and gamification?

What is gamification and why does itmatter to marketing professionals?

2

3What elements from games can be added to marketing efforts to maximize impact?

4 2Games 1.0

3

4Games 1.0

3

Where is my opponent

going to go next?

In what direction should I try to move

the ball?

How will the ball bounce off the wall?

Games 2.0

Games 2.0

Should I shoot the aliens on the end or in the middle or all the bottom aliens first?

How long do I have to shoot before an

alien shoots at me?

What is the pattern these aliens are

following?

Games 3.0

Where do I explore first?

What activities are of the most value?

What must I do to achieve my goal?

Games 4.0

Games 4.0 What activities give me the most return

for my efforts?

Can I trust this person who wants to team with me to accomplish a goal?

Flippy wants to become friends with you. Do you want to add Flippy to your

friend’s list.

Games 4.0

10,000 hoursof

Game play 13 hours of consolegames a week

Digital divisions. Report by the Pew /Internet: Pew Internet & American Life. US Department of Commerce

87% of 8- to 17-year olds

play video gamesat home.

Females play 5 hours a week of console games. They make up the majority of PC gamers at 63%.

Almost 43% of the gamers are female and 26% of those females

are over 18.

Use game-based mechanics, aesthetics and game thinking to engage people, motivate action,

promote learning, and solve problems.

Gamification

Whole Part

Gaming

Playing

(Serious ) Games

Simulations

Gamification

Course Hero

Toys

Legos

Playful Design

iPhone

From Game Design Elements to Gamefulness: Defining “Gamification”, Deterding, S. et. al

http://success.adobe.com/microsites/levelup/index.html

http://www.coursehero.com/courses/

2 weeks after launching Courses (powered by gamification), CourseHero received 350 suggested edits to existing courses and 122 requests for new courses.

Another 68 people offered to augment existing courses by creating their own course to be hosted on coursehero.com.

Since the implementation of gamification elements, time on site overall has increased around 5 percent.

For Gamified courses, the time on site for the Courses are nearly three times as long as time onsite for all of coursehero.com.

Social sharing of achievements increased nearly 400 percent in three months.

Some people think Gamification is only about points, badges, rewards and progress bars…

PBL (Points, Badges, Leader Boards)…

… if it was, this would be the most engaging game in the world.

http://progresswars.com/

20% increase in profile completion.

Game  Gamification

“A game is a system in which players engage in an abstract challenge, defined by rules, interactivity and feedback that results in a quantifiable outcome often eliciting an emotional reaction.”

“Gamification is using game‐based mechanics, aesthetics and game thinking to engage people, motivate action, promote learning, and solve problems.”

NikePlus Stats for Karl

Story

Researchers have found that the human brain has a natural affinity

for narrative construction.

Yep, People tend to remember facts more accurately if they encounter them in a story rather than in a list.

And they rate legal arguments as more convincing when built into

narrative tales rather than on legal precedent.

Carey, B. (2007) this is Your Life (and How You Tell it). The New York Times. Melanie Green http://www.unc.edu/~mcgreen/research.html

Stories provide, context, meaning and

purpose

1. Characters

Story Elements

5. Conclusion

2. Plot (something has to happen).

3. Tension

4. Resolution

• Games can support brand awareness through lifestyle association.

• Games can prominently feature a product/service in game play. The product can be central to the action of the game. If the product is incidental to game play, the brand will not be reinforced as much

• Games can be fully interactive, allowing the consumer to experience the product within the virtual confines of the gaming world.

Examples

Source: http://blog.hubspot.com/blog/tabid/6307/bid/32993/How-Real-Businesses-Are-Using-Gamification-to-Spice-Up-Their-Marketing.aspx

http://www.financialsoccer.com/play/play.php

http://rexonateens.magiclick.net/Game/?sid=7D848AA4-B8C8-4639-BAD7-461CA1F755D4

Since it was launched in the fall of 2006, it has been played over 80,000 hours.It boasts an average game play time of over 30 minutes per game play session.

http://www.sebringsemantics.com/

http://tinyurl.com/ampuvsy

http://www.energyville.com/

Changing Behavior with Games

Changing Behavior

Greitemeyer, T. & Osswald, S. (2010) Effective of Prosocial games on prosocial behavior. Journal of Personality and Social Psychology.  Vol. 98 . No. 2., 211‐221.

28% helped to pick up pencils

33% helped to pick up pencils

67% helped to pick up pencils

22% intervened

56% intervened

1) Interactivity of games leads to higher interaction with customers and potential customers..

2) Games provide a positive experience with a brand. 3) Games capture customer’s or potential customer’s' attention

longer than other marketing or advertising methods.4) Games give customers a positive experience to associate with the

company/product or organization. 5) Games are a great lead-generation tool by enticing people to self-

identify, providing contact information for future marketing efforts. 6) Games encourage others to interact with your

organization/brand/product.7) Games can influence people’s behavior. Use different game

designs for different types of marketing.

Take-Away

Questions?

Twitter:@kkappkkapp@bloomu.eduTwitter:@kkappkkapp@bloomu.edu

Available at Amazon.com