Download - 2010 gamification 1.0 files stripped out
Gamification!
Scott DodsonCOO, Bobber Interactive
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)
www.theFunTheory.com
Why I Care• I Gamified Everything
Why I Care• I Gamified Everything
Why I Care• I Gamified Everything
Why I Care• I Gamified Everything
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
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)
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)
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
Gamification
• Frequent Characteristics– Real World– Meta game– Persistence– Progression
• Level, Title, Reputation, – Metric
• Score, Points, Currency– Velvet rope
• Scarcity, Earned Progression
Gamification• Effective Characteristics
– No different from “real” games– Scott Rigby: Immersyve
• Competence• Autonomy• Relatedness
– Re-Engagement– Virality
A (very) Brief History of Games
• I: Prehistory & Ancient Games
A (very) Brief History of Games
• I: Prehistory & Ancient Games
A (very) Brief History of Games
• II Prehistory- 1970’s
• Skill• Chance• Endurance• Set of Rules• Other People• Metric
• III: ~1970s -1997/2000
A (very) Brief History of Games
• Skill• Chance• Endurance• Set of Rules• Other People• Metric
A (very) Brief History of Games• IV: 1997/2000-2010
• Skill• Chance• Endurance• Set of Rules• Other People• Metric
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
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
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!
• Green Stamps• Boy Scouts Merit badges• McDonald’s Monopoly• Airline mileage programs
Early Game Layers
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
Mechanical Turk / Matrix Style Gamification
• UW researcher’s Fold.it– turns determining the ideal shape of a protein
into a puzzle game.
Charitable Giving
• Humanity Calls• Cause World
Charitable Giving
• Humanity Calls• Cause World
Location Based
Location Based
Location Based
Location Based Dining
Fitness
Fitness
Fitness
• 6060 challenges• 232.5 million miles run
Fitness
Fitness
• 6060 challenges• 232.5 million miles run
6060 Challenges232.5 Million Miles Run
Ecommerce
Ribbon Hero
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
Gamifying Resorts and Shopping Malls
Gamifying Resorts and Shopping Malls
Gamifying Resorts and Shopping Malls
Gamifying Gaming• Video at:• http://www.youtube.com/watch?v=omHrogtr0yU
Gamifying Gaming• Video at:• http://www.youtube.com/watch?v=8tpWiQK_BwI
Gamifying Gaming
Video at:http://www.youtube.com/watch?v=FSezf0MrEYE
Financial Services
Financial Services
Financial Services
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.
LOGIN 2010 WINNERS!
Gamified Human (Placeholder)
Contact
• Scott Dodson• FB, LinkedIn• First Name at Bobberinteractive.com• @Gamebiz
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
More
Video at:http://www.youtube.com/watch?v=zSiHjMU-MUo&NR=1