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INTRO TOGAMIFICATION
GOAL OF GAMIFICATION
DRIVE BEHAVIOUR
SO EVERYONE FEELS
SPECIAL&
UNIQUE
GAMIFICATION - DEFINITIONPROCESS USING GAME DESIGN techniques & mechanics to solve problems and engage audiences.
It strives to ENCOURAGE USERS TO ENGAGE in desired behaviors in connection with nongame applications.
Source: http://en.wikipedia.org/wiki/Gamification
Gamification is 75% PSYCHOLOGY and 25% TECHNOLOGY, so to drive change, focus on three common game principles:
ATTENTION
EXPERIENCE
FUN
4 TYPES OF FUN
EASY HARD SERIOUSExploration
FantasyCreativity
GoalsObstacleStrategy
RepetitionRythm
Collection
Source : XEO Design Nicole Lazzaro
PEOPLECommunication
CooperateCompete
INTRINSIC VALUE
VS.
MasterySatisfaction
Sex
Love
Fun
LearningBelonging
Meaning
Power
Autonomy
Threats Quests
Leaderboards
Badges
Levels
Points
PunishmentsLoss of power
EXTRINSIC REWARD
INTRINSIC VALUE
>Mastery
Satisfaction
Sex
Love
Fun
LearningBelonging
Meaning
Power
Autonomy
Threats Quests
Leaderboards
Badges
Levels
Points
PunishmentsLoss of power
EXTRINSIC REWARD
Element Description
Dynamics Motivate behaviourex: scenarios, rules, progression
Mechanics Help achieve Goalsex: teams, competitions, rewards, feedback
Components Track progressex: quests, points, levels,
GAME TECHNIQUES
BARTLE’S PLAYER TYPESKiller Achiever
ExplorerSocializerPlayers World
Acting
Interacting
BARTLE’S PLAYER TYPES
Players World
Interacting
Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks
Killer AchieverActing
ExplorerSocializer
BARTLE’S PLAYER TYPES
Players World
Interacting
Defined byA focus on attaining status and achieving preset goals quickly and/or completelyEngaged by Achievements
Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks
Killer AchieverActing
ExplorerSocializer
BARTLE’S PLAYER TYPES
Players World
Interacting
Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks
Defined byA focus on attaining status and achieving preset goals quickly and/or completelyEngaged by Achievements
Defined byA focus on exploring and a drive to discover the unknownEngaged by Obfuscated achievements
ExplorerSocializer
Killer AchieverActing
BARTLE’S PLAYER TYPES
Players World
Interacting
Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks
Defined byA focus on attaining status and achieving preset goals quickly and/or completelyEngaged by Achievements
Defined byA focus on socializing and a drive to develop a network of friends and contactsEngaged by Newsfeeds, Friends lists, Chat
Defined byA focus on exploring and a drive to discover the unknownEngaged by Obfuscated achievements
ExplorerSocializer
Killer AchieverActing
BARTLE’S PLAYER TYPES
Players<1% ~10%
Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks
Defined byA focus on attaining status and achieving preset goals quickly and/or completelyEngaged by Achievements
Defined byA focus on socializing and a drive to develop a network of friends and conatctsEngaged by Newsfeeds, Friends lists, Chat
Defined byA focus on exploring and a drive to discover the unknownEngaged by Obfuscated achievementsInteracting
~10%
Killer AchieverActing
ExplorerSocializerWorld
80%
>Stars of gamification
Source : http://www.slideshare.net/wearesocialsg/the-importance-of-solomo
HARNESS GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCE
>Stars of gamification
Source : http://www.slideshare.net/wearesocialsg/the-importance-of-solomo
INCREASES FREQUENCE BY REWARDING FREQUENCY OF VISIT
>Stars of gamification
BRING FUN RECOGNITIOIN AND REWARDS TO INCREASE BRAND RECOGNITION
Video: http://www.youtube.com/watch?feature=player_embedded&v=7u0ij9D5S4Y#t=20
1. Make a Market
2. Get Fit
3. Slow Down and Smell the Money
4. Generate Ad Revenues
5. Make Research & Evangelism Count
6. Save the Planet
7. Make Teaching Fun
Foursquare proved that location-based networking wasn’t doomed to fail, that simple game mechanics can affect behavior, and that you can engage 10 million customers — all while raising $50 million
Through gamification, ... 70% of NextJump employees exercise regularly — saving the company millions in work attendance and insurance costs over the medium term an making the workplace healthier and happier
Volskwagen Speed Camera Lottery idea rewards those drivers who obey the posted limit by entering them into a lottery. When tested at a checkpoint in Stockholm, average driver speed was reduced by 20%.
Club Psych implemented gamified incentives to raise page views by over 130% and return visits by 40%. registered user counts increased from 400,000 to nearly 3 million since the launch of the gamified version
Through the use of gamified, virtual rewards, crowtap has been able to raise average user participation by 2.5 times, thus reducing research costs by 80% or more for key clients.
RecycleBank utilized game mechanics such as points, challenges and rewards to drive breakthroughs. Results 16% increase in recycling in Philadelphia, where the recycling rate has broken 20% for the first time in history.
Anant Pai grouped students by learning style, and retooled the curriculum to make use of off-the-shelf games to teach reading, math and other subjects. Students play on Nintendo DS and PCs, both single and multiplayer.In 18 weeks, Mr. Pai’s class went from below third grade average reading and math levels to mid-fourth grade
EXAMPLES OF GAMES MECHANICS
FLOW CHANNEL
ANXIETY
BOREDOM
RECAP TOP 10 GAMIFICATION CASES
• Nike+ Fuelband and Accessories– Development &Accomplishment (Core Drive #2)– Empowerment (#3),
• Starbucks Reward– Development & Accomplishment (#2)– Ownership & Possession
• McDonald’s Monopoly Game– gamification concepts derived from the classic game of Monopoly
• Coca-Cola’s Shake It– Epic meaning and Calling (Core Drive #1)– Unpredictability & Curiosity (Core Drive #7)
• Magnum Pleasure Hunt– Ownership (Core Drive #4) – Epic meaning (Core Drive #7: being heroes of their journey)– Empowerment (#3) and accomplishment (#2).
Source : http://www.yukaichou.com/gamification-examples/top-10-marketing-gamification-cases-remember/#.UvuVx2JdWSo
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RECAP TOP 10 GAMIFICATION CASES
• SeatPG Connection Game– Empowerment of Creativity & Feedback (#3) – Development & Accomplishment (#2)
• All eyes on S4– Empowerment and Accomplishment (#3: through visual feedback)– Social Influence & Relatedness (#5: through the growing audience)– Unpredictability & Curiosity (#7: through the mischief that occurs to distract the
players)• Heineke n’s Star Player Game
– ponsor can directly engage with fans during a sports game • Steam Trading Cards
– Ownership & Possession (Core Drive #4) – Social Influence & Relatedness (Core Drive #5)
• 4 Foods – Good 4 All– Social Influence & Relatedness (#5)– Development & Accomplishment (#2)– Empowerment of Creativity & Feedback (#3)Source : http://www.yukaichou.com/gamification-examples/top-10-marketing-gamification-cases-remember/#.UvuVx2JdWSo
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