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GAME ON:everything you needed to know about games are saving changing the world
GAME ON
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ACHIEVEMENT UNLOCKED!100G - Attended Big Design Game Track
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#GAMEON
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JEREMY JOHNSON
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jeremyjohnson@
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GAMER DESIGNER
How can I use gaming to make my product more engaging?
I can’t wait for the next great gaming
experience!
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GAMER
I can’t wait for the next great gaming
experience!
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MOBILE
ARe YOU...
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CASUAL
ARe YOU...
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AVID
ARe YOU...
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DESIGNER
How can I use gaming to make my product more engaging?
(or anyone improving a product)
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“There’s a lot to learn from games. There are 30 years of design lessons and thousands of products on the market. Games have more concrete lessons to teach applica=on designers about learning, feedback, user mo=va=on and social systems than almost other field of study.”
http://www.lostgarden.com/2010/05/wordcamp-2010-why-we-turned-microsoft.html
http://www.officelabs.com/projects/ribbonhero2/Pages/default.aspx
- Danc
http://www.ribbonhero.com
http://www.lostgarden.com/2011/04/what-heck-happened-to-clippy-ribbon.html
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http://plagwitz.wordpress.com/2011/05/24/trying-excel-ribbon-hero-2/
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SXSW
Seth Priebatsch said at the start of his keynote "Building a
Game Layer on Top of the World,"
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Jane McGonigal
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Felicia Day
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http://www.slideshare.net/firewheel/where-are-we-going-sxsw-2011
Josh Williams
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http://designmind.frogdesign.com/blog/achievement-unlocked-gaming-living-and-learning.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+frog-design-mind+%28design+mind%29
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gamefulgamification
game layer
game mechanics
gamestorming
gameplay
game theory
TERMS? TOOLS? FOR UX
gamify
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http://en.wikipedia.org/wiki/Hype_cycle
YOU ARE HERE
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How do I make boring stuff fun?
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gamificationSEO
HTML5
WEB 2.0
FLASH
SOCIAL
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FIGHT
“the use of game play mechanics for non-game applications, particularly consumer-oriented web and mobile sites, in order to encourage people to adopt the applications.”
“... [a] focus on: 1) more positive emotions, 2) stronger social relationships, 3) a bigger sense of purpose and 4) meaningful mastery
- Jane McGonigal- Wikipedia
gamification
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FIGHT
extrinsic motivators intrinsic motivators
gamification
http://education.calumet.purdue.edu/vockell/edPsybook/Edpsy5/edpsy5_intrinsic.htm
“extrinsic motivators may lead
to merely short-range activity
while actually reducing long-
range interest in a topic”
“People are best motivated
when they are working toward
personally meaningful goals
whose attainment requires
activity at a continuously
optimal (intermediate) level of
difficulty.”
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FIGHT
gamification
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http://www.amazon.com/Seductive-Interaction-Design-Effective-Experiences/dp/0321725522/
ELEMENTS OF GAME DESIGN MODEL
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https://twitter.com/#!/stephenanderson/status/90861107983556608
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http://www.uxmag.com/design/a-gamification-framework-for-interaction-designers
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1.Cosmetic: adding game-like visual elements or copy (usually visual design or copy driven)2.Accessory: wedging in easy-to-add-on game
elements, such as badges or adjacent products (usually marketing driven)3.Integrated: more subtle, deeply integrated elements
like % complete (usually interaction design driven)4.Basis: making the entire offering a game (usually
product driven)
- AUDREY CRANE
http://www.uxmag.com/design/a-gamification-framework-for-interaction-designers
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http://www.uxmag.com/design/why-persuasive-design-should-be-your-next-skill-set
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“Foursquare, Gowalla, and other services popularized the use of game
mechanics to drive user engagement. Unfortunately, many companies have
strictly copied the obvious game elements, such as badges and leveling-up,
without understanding the deeper psychology at work. These services have seen
the power of persuasive design, but lack a true understanding of how to properly
apply psychology in UX design.”
http://www.uxmag.com/design/why-persuasive-design-should-be-your-next-skill-set
- LOREN BAXTER
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FLOWFEEDBACK LOOPS
MOTIVATION
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http://www.slideshare.net/stephenpa/seductive-interactions-idea-09-version
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“I like leader boards!”
“I like points!”
“I like badges!”
“I enjoy status”
“I respond to feedback loops”
“I like to feel I’m achieving something”
Tie the tool/method back to the human need.
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http://www.amazon.com/dp/0321603605/ref=cm_sw_su_dp
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http://www.flickr.com/photos/valkyrieh116/311526846/sizes/z/in/photostream/
RABBIT HOLE
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GAMER DESIGNER+ = #WIN
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http://www.flickr.com/photos/75912427@N00/228959574/
TM
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GAMINGCOMMERCE
IMPROVEMENT
ENTERTAINMENT
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GAMINGCOMMERCE
IMPROVEMENT
ENTERTAINMENT
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GAMINGCOMMERCE
IMPROVEMENT
ENTERTAINMENT
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http://www.flickr.com/photos/77343377@N00/3707964045/
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GAMINGCOMMERCE
IMPROVEMENT
ENTERTAINMENT
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ENTERTAINMENT
TRENDS IN ENTERTAINMENT GAMING
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“Grand Theft Auto IV is both a waste of time and the most colossal creative achievement of the last 25 years”
- Tom Bissell
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The commercial gaming industry is our innovation lab. By making games purely for entertainment, we learn more about how to make people happy and how to develop these superpowers.But if you don’t do something real with these powers, it’s a waste.
http://www.worldchanging.com/archives/010949.html
- Jane McGonigal
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DESIGNERGAMING
= BIG
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GAMES > MOVIES
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$31.8 billionhttp://articles.latimes.com/2011/feb/24/business/la-fi-0224-ct-mpaa-stats-20110224
$67 billionhttp://news.cnet.com/8301-13506_3-20077120-17/video-game-spending-set-to-hit-$74-billion-this-year/?part=rss&tag=feed&subj=Webware&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+webware+%28Webware.com%29
Video Games 2011
Movies 2011
Various reasons have been cited for the slowdown, including the fact that consumers have far more entertainment options, such as video games, the Internet and the ability to watch movies on large screen televisions in the comfort of their own living rooms.
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I think video games and movies are merging, but I think that
the same creative talents are starting to flow more
evenly back and forth between the mediums. For
example, I have a lot of story ideas...a lot more than
I could ever do in a lifetime as a filmmaker.
I think it's perfectly valid for a filmmaker to incubate
some of their story ideas directly into the game
world. If, by the way, at some point you decide you
want to license it back to a movie studio to turn it
into a movie later, fine. That's just an alternate life
cycle for the creation of vision of the world, or a set
of characters, or a story.
http://www.edition.cnn.com/2011/TECH/gaming.gadgets/06/24/james.cameron.3d.future/index.html
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Video Games are people too
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The court struck down the law 7-2 using the First Amendment as the
reasoning. Justice Scalia wrote the majority opinion, with Justices Thomas
and Breyer in dissent.
"The act does not comport with the First Amendment," opens the opinion's syllabus. "Video games qualify for First Amendment protection. Like protected books, plays, and movies, they communicate ideas through familiar literary devices and features distinctive to the medium. And 'the basic principles of freedom of speech . . . do not vary' with a new and different communication medium."
http://www.gameinformer.com/b/news/archive/2011/06/27/supreme-court-decides-video-games-case.aspx
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You know what’s cool...
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EA Paying Up To $1.3 Billion for PopCap Games
$1.3 Billion
http://www.macrumors.com/2011/07/12/ea-paying-up-to-1-3-billion-for-popcap-games/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+MacRumors-iPhone+%28MacRumors+iPhone+Blog%3A+iOS+News+and+Rumors%29
The press release notes that PopCap games have been downloaded more than 1.5 billion times and Bejeweled, the flagship franchise, has sold more than 50 million units.
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How to Justify a $15-20 Billion Valuation for
http://community.nasdaq.com/News/2011-07/how-to-justify-a-1520-billion-valuation-for-zynga.aspx?storyid=83606
(in 4.5 years)
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It’s what the kids are downloading
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“...and “Games” was once again the most popular app category. In the second quarter, 64% of app downloaders — smartphone users surveyed who had downloaded an app within the past 30 days — reported having downloaded at least one game over the past 30 days”
http://www.bgr.com/2011/07/06/games-were-most-downloaded-and-most-purchased-mobile-apps-in-q2-nielsen-finds/
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The next version of Electronic Arts’ mobile Scrabble game will let players compete against each other across multiple devices and platforms — at the same time.
http://venturebeat.com/2011/07/07/ea-scrabble-fifa-multiplayer/
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Move over NBA, no lockout for pixels
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At the very forefront of the esports world is an
American company called, fittingly, Major League
Gaming, or MLG. MLG runs massive events, often
called, somewhat anachronistically, LANs, all around
the United States. These are no small affairs: The
most recent MLG attracted 15,000 live spectators,
1,300 competitors, and around half a million people
from 164 countries who tuned into the live streams
of the event.
Last year, Branson announced his parent company, Virgin Group, made an
investment in the online game tournament site Worldgaming.com and was
rebranding it as Virgin Games. Branson promised the company would give
away more than $1 million in prizes in its first year. At the time, Virgin
Gaming had more than 80,000 users. Now it has more than 400,000
registered users.
http://venturebeat.com/2011/06/07/virgin-gaming-teams-up-with-gamestop-for-online-video-game-tournaments/
http://thenextweb.com/industry/2011/06/26/the-rise-of-major-league-gaming-and-the-future-of-esports/
“In South Korea, leagues for the original Starcraft game are shown on television, and the top players
are treated celebrities, with salaries to match their status. Live matches rival Metallica concerts in
terms of sheer attendance.”
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“So should you let your kid stay
up that extra hour to play that
damn game he, or she, loves so
much? We can’t answer that, but
games can no longer be called
refuges from ‘normal’ life; they are
as a part of its fabric for many as
are the NFL or the Arsenal and
Manchester United rivalry.”http://thenextweb.com/industry/2011/06/26/the-rise-of-major-league-gaming-and-the-future-of-esports/
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Up and Coming
http://www.flickr.com/photos/davidfarrant/2491881324/sizes/o/in/photostream/
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http://www.youtube.com/watch?v=zpFzpF0msrU
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PS VITA
http://us.playstation.com/psvita/features/
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http://www.youtube.com/watch?v=Ni--QnZkRnw
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Wii U
http://www.youtube.com/watch?v=4e3qaPg_keg
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http://www.youtube.com/watch?v=4e3qaPg_keg
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According to Insideris, Microsoft is working on plans to bring Xbox 360 gaming to its next PC operating system: Windows 8. Apparently, users who want to play Xbox 360 games on their PC will have to pay for a subscription (Xbox Live style) and there will be no Xbox 360 to PC cross-platform multiplayer because of the advantage that a mouse has over a 360 gamepad.
http://dvice.com/archives/2011/07/windows-8-pcs-m.php
Windows 8
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http://www.boingboing.net/2011/07/12/watch-these-kids-pla.html
What’s Next?
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http://www.boingboing.net/2011/07/12/watch-these-kids-pla.html
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http://laughingsquid.com/indie-game-a-documentary-about-independent-video-game-designers/
Inside the head of a game developer
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http://laughingsquid.com/indie-game-a-documentary-about-independent-video-game-designers/
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Improvement
TRENDS IN IMPROVEMENTGAMING
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http://kotaku.com/5818096/maybe-al-gore-should-play-a-video-game
"It's almost like if you were a paper-airplane maker and somebody came up to you and said, 'You know, paper airplanes, it seems like all the kids are into them at school these days. So we really want to make paper airplanes about Darfur.'"
- Raph Koster Games For Change
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http://gamesforchange.org/festival2011/
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http://www.flickr.com/photos/gamesforchange/5863263009/in/photostream
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Can a game on climate change really produce the real life results we need to see to turn things around?http://www.huffingtonpost.com/charles-tsai/al-gore-games-social-good_b_881017.html
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Changing the world
http://www.slideshare.net/chrismcclelland/engagement-through-gamification
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Reality Is Broken: Why Games Make Us Better and How They Can Change the WorldGames inspire hard work, the setting of ambitious goals, learning from and even enjoying failure, and coming together with others for a common goal. McGonigal points out many real-world applications, including encouraging students to seek out secret assignments, setting up household chores as a challenge, even a 2009 game created by The Guardian to help uncover the excessive expenses of members of Parliament. With so many people playing games, this comprehensive, engaging study is an essential read.
http://www.amazon.com/Reality-Broken-Games-Better-Change/dp/1594202850/
http://venturebeat.com/2011/02/16/are-video-games-a-waste-of-time-3
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http://www.colbertnation.com/the-colbert-report-videos/373360/february-03-2011/jane-mcgonigal
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The challenge for all these teams is integrating the United Nations Millennial Development goals into their games while keeping them fun. The easiest path is to educate about world problems. But that’s not the only path represented here.
http://www.wired.com/geekdad/2011/07/mobile-games-with-a-purpose-at-the-2011-imagine-cup/
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“... Hilomi rescues oil-covered animals and delivers them to a creature that can clean and restore them.”
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“...their game Brainergy, requires the user to select and use various equipment to convert renewal energy sources to perform work.”
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“If you’ve ever known a child with asthma, you know the chore it can be for that child to record assessment data using a spirometer to measure lung capacity.
Players control Asmo’s fire by exhaling into the spirometer. This gathers the data on the child’s lung capacity and maps that to how well their dragon performs.”
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A big shoutout goes to FarmVille players, who raised over $190,000 through the latest Sweet Seeds for Haiti campaign! More than 80,000 FarmVille farmers bought virtual sweet yams, in which 50% of the proceeds will go towards building a K-12 school in Mirebalais, Haiti.
http://www.zynga.org/about/blog.php
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Tinkatolli May Be the First Video Game that Gives Your Kids Points for Leaving the Game to Go Outside
The title is a social media site/game hybrid for children, but one that actively encourages
children to go outside and make things as an extension of the gameplay.
http://kotaku.com/5818749/tinkatolli-may-be-the-first-video-game-that-gives-your-kids-points-for-leaving-the-game-to-go-outside
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http://www.kickstarter.com/projects/tinkatolli/tinkatolli-the-unbelievably-creative-virtual-world
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Equipped with an iPhone + the Commons app, players are challenged to identify problems in urban space and suggest ways to improve them. Players can vote for each other's ideas and the most popular one wins the game.
http://www.guerrilla-innovation.com/archives/2011/07/000801.php
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http://current.com/users/ZiggyStrange/submissions.htm
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http://88proof.com/synthetic_biology/blog/archives/250
Play Fold.it, the “Tetris-On-Steroids” game that solves protein folding
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http://www.wired.com/magazine/2011/06/ff_feedbackloop/
“A modified traffic sign can have a profound effect on drivers’ behavior. Here’s what happens.”
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https://www.readyforzero.com/overview/howitworks
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Living Healthy
http://www.flickr.com/photos/14838182@N00/479222383/
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http://feedproxy.google.com/~r/TheNextWeb/~3/c9UsEg0HiOw/
http://www.youtube.com/watch?v=nlwNvCEFL8A&feature=player_embedded
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Are you ready for the challenge? Expand your palate by exploring a range of delicious, nutrient-dense foods. Learn more about healthy eating and start a conversation with your social networks about your mission to better health.
• Complete steps of varying difficulty and earn badges through fun and educational Missions.
• Get simple, practical advice on cooking, nutrition, green living, food storage and more. Save your favorites for easy reference.
• Keep track of your accomplishments and brag about them via email, Facebook, and Twitter.
http://www.wholefoodsmarket.com/iphone/missions/
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The game allows players to complete specific “missions” that encourage exercise and healthy activities. Successful completion of the missions earns players points and “kudos” from fellow players and Facebook friends.
http://gamification.com/post/7196054646/healthseeker-a-mobile-app-to-manage-diabetes-with
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Going Green
http://www.flickr.com/photos/matthewfch/536763437/sizes/z/in/photostream/
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http://www.core77.com/blog/featured_items/tools_of_engagement_the_new_practice_of_usercentered_design_by_robert_fabricant_13907.asp
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http://gamification.co/2011/07/05/recycleban-partnership-in-gaming-for-good/
“Recyclebank’s Green Your Home Challenge was successful in employing Gamification techniques online to have an impact on offline behavior, specifically the level of eco-friendly activity of participants...”
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http://www.stainlessplanet.com/?p=135
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“Welectricity is based on principles
of behavioural economics – it
incorporates behavioural nudges
to motivate people to reduce their
consumption.”
http://www.caribbean360.com/index.php/pr360/40768.html#axzz1RjkvmPeC
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http://www.stainlessplanet.com/?p=86
Basically, Edenbee will help you reduce your carbon footprint by keeping track of your energy consumption and setting goals to help you reduce it.
(from 2008)
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Learning the unfun
http://www.flickr.com/photos/latitudes/542716309/sizes/o/in/photostream/
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“Playing a game is a voluntary attempt to overcome unnecessary obstacles”
- Bernard Suits
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“Playing a game is a good attempt to overcome
boring obstacles”
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PrivacyVille goes through items such as how Zynga handles email, the company’s mobile policies and the security measures it takes to protect user payments. Reading each section increases a user’s progress through PrivacyVille until he or she completes the tutorial. Once completed, the user is asked five (very easy) questions to confirm that he or she went through the tutorial.
http://mashable.com/2011/07/07/privacyville-zynga
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Atlanta Teacher Uses Angry Birds for Physics Lessons
"What are the laws of physics in the Angry Birds world?" John Burk, a ninth-grade physics
teacher at the private Westminster Schools in Atlanta, put that question to his students and
gave them the chance to "be among the first to find the answer."
http://www.good.is/post/atlanta-teacher-uses-angry-birds-for-physics-lessons
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http://www.aclu-wa.org/blog/justice-sandra-day-oconnor-wants-play-video-games-you
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Commerce
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Susan Lyne, CEO of Gilt Groupe, identifies #gamification and game dynamics as one of the three key trends in the online retail industry.
http://gamification.com/post/6844746146/susan-lyne-ceo-of-gilt-groupe-identifies
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If people are good only because they fear punishment, and hope for reward, then we are a sorry lot indeed.
-Albert Einstein
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Punchd, which is basically the digital equivalent of the “Buy 10 get 1 Free Card” offered by coffee shops and supermarkets,
http://feedproxy.google.com/~r/Techcrunch/~3/lRSfdIfK5s8/
Google To Buy Mobile Loyalty Card Startup Punchd
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Foursquare checks in with over half a million businesses
Once they do so, they can offer specials, update venue information and gain useful insights on check-in data, such as popular days and times. Best of all, it’s free.
http://venturebeat.com/2011/07/06/foursquare-checks-in-with-over-half-a-million-businesses
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36. ReinforcerDefinition: The reward given if the expected action is carried out in the three part paradigm of reward schedules.
Example: receiving a level up after killing 10 orcs.
17. Epic MeaningDefinition: players will be highly motivated if they believe they are working to achieve something great, something awe-inspiring, something bigger than themselves.
Example: From Jane McGonical’s Ted Talk where she discusses Warcraft’s ongoing story line and “epic meaning” that involves each individual has motivated players to participate outside the game and create the second largest wiki in the world to help them achieve their individual quests and collectively their epic meanings.
http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
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http://www.springwise.com/tourism_travel/marriottgame/
At My Marriott Hotel on Facebook, gamers begin by managing a virtual hotel restaurant kitchen, including buying equipment and ingredients on a budget, hiring and training employees, and serving guests. Much like in the wildly popular Farmville game, players earn points for happy customers but lose points for poor service; they’re also rewarded when their operation turns a profit.
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Traxo, a Dallas-based company that enables you to organize and share your trip-itinerary details, has done just that with the recent introduction of its Traxo Travel Score and accompanying Traxo Travel Perks program.
http://www.usatoday.com/travel/digitaltraveler/2011-07-11-traxo-travel-score_N.htm?POE=TRVISVAhttp://www.traxo.com/travelscore
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On Google News, the average reader of political news has read 20 articles about politics in the last six months. Where do you stand?
Starting today, in the U.S. edition of Google News, you can see how voracious a news reader you are by earning Google News badges as you read articles about your favorite topics. The more you read, the higher level badge you’ll receive, starting with Bronze, then moving up the ladder to Silver, Gold, Platinum and finally, Ultimate.
http://googlenewsblog.blogspot.com/2011/07/shareable-google-news-badges-for-your.html
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At this year’s Gamification Summit in January, Wanda Meloni, analyst at M2 Research, estimated that the production of gamification projects will generate $1.6 billion in revenues by 2015. That means it will grow from just 3 percent of social media marketing budgets in 2010 to more than 23 percent by 2015. The average growth rate for the next two years is 150 percent, in terms of revenues. Gartner also predicts that gamification will be a huge wave as big brands embrace it.
http://venturebeat.com/2011/07/01/gigya-launches-gamification-suite-for-making-web-sites-more-fun-exclusive/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Venturebeat+%28VentureBeat%29
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We’ll do that for you...
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“Game mechanics is designed to reward users for performing actions that benefit your business.”
http://www.gigya.com/platform/GameMechanics.aspx
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Gamification Heats Up With $12M Round for Badgevillehttp://gamification.co/2011/07/13/gamification-heats-up-with-12m-round-for-badgeville/
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Culture
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http://www.pocket-lint.com/news/40923/ion-icade-ipad-hands-on
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http://www.threadless.com/product/2974/Classic_Gamer/tab,girls/style,design
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http://www.threadless.com/product/2210/Endless_Forms_Most_Battleful/?streetteam=JustinRampage
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http://mrhipp.tumblr.com/post/7386319120
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http://shirtoid.com/41227/its-dangerous-to-go-alone/
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http://saladmissle.tumblr.com/post/6622586083
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http://kaijuu.tumblr.com/post/6690358369
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http://www.threadless.com/submission/343106/Keep_Calm_and_RAGE_QUIT?streetteam=JustinRampage
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http://27.media.tumblr.com/tumblr_lfhnqnWRvJ1qcr7fqo1_500.gif
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Not enough?
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Extra Lives: Why Video Games Matter
Total Engagement: Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete
Reality Is Broken: Why Games Make Us Better and How They Can Change the World
Fun Inc.: Why Gaming Will Dominate the Twenty-First Century
Changing the Game: How Video Games Are Transforming the Future of Business
Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers
Masters of Doom: How Two Guys Created an Empire and Transformed Pop Culture
LOCAL
FAVORITE
1001 Video Games You Must Play Before You Die
Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences
LOCAL
FAVORITE
Game Usability: Advancing the Player Experience
Ethnographies of the Videogame
The Grasshopper: Games, Life and Utopia
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http://www.slideshare.net/chrismcclelland/engagement-through-gamification
http://www.slideshare.net/stephenpa/seductive-interactions-idea-09-version
http://www.slideshare.net/dansaffer/gaming-the-web-using-the-structure-of-games-to-design-better-web-apps
http://www.slideshare.net/dings/dont-play-games-with-me-promises-and-pitfalls-of-gameful-design?from=ss_embed
http://www.slideshare.net/dings/persuasive-web-design-how-to-separate-users-from-their-bad-behaviours
Other Presentations to check out:http://www.slideshare.net/FunChange/fun-for-a-change
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Beyond the Badge: Engaging With Game Design Thinking
Dustin DiTommaso
“Gamificiation” is the process of applying game design maxims to non-game systems in order to drive user engagement, influence behavior and improve the user experience of digital products and services. The buzz surrounding gamification is currently reaching critical mass in our industry with the bulk of attention directed to points & badges but there’s more to unlock. Much more. By examining the tools game designers use to incentivize and motivate players and mapping these tools to their psychological underpinnings we can arm ourselves with a model for architecting user engagement, directing behavior and satisfying business goals.
This timely lecture is appropriate for anyone looking to level up their understanding of gamification and game design thinking. Attendees will learn about game design fundamentals, engagement models, metrics and measurements, feedback loops, player personas, flow states, motivation drivers, high level mechanics/dynamics and techniques for incorporating game design thinking into your design processes.
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DESIGNER
How can I use gaming to make my product more engaging?
(or anyone improving a product)
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THANKShttp://www.slideshare.net/jeremyhttp://www.jeremyjohnsononline.com@jeremyjohnson