game designthinking jimbabb

Game Design Thinking:Gamification as process

get strategic

fun and games

Let’s PlayGoal: Everyone contribute to a great conversation and as a group collect at least 40 cards.

Cards = comments or questionsAfter comment, give me the card2 comments per slide & 1 per person

★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person 6slide #

Your presentation Heads Up Display (or H.U.D.)

56

Let’s PlayGoal: Everyone contribute to a great conversation and as a group collect at least 40 cards.

Cards = comments or questionsAfter comment, give me the card2 comments per slide & 1 per person

It used to be that being online was enough.

7

★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 7 56

8

★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 8

Our shiny or useful things have to be engaging as well..

56

As we seek eyeballs today, we must also seek engagement.

Something is engaging when it “occupies the attention of a person”.

9


Favorite games, and why

Holiday from the Rule #2.

Jim A

pproved!

10


As we seek eyeballs today, we must also seek engagement.

Something is engaging when it “occupies the attention of a person”.

11

★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 11

★ lose track of time★ immersed★ in the zone

56

Why games?323Mmonthly players

12

★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 13 56

>20%of time online/mobile is spent playing games

13


500MDownloads of Angry Birds

14


Everyone’s a gamer

Games are big.Everyone is a gamer

15


What if we studied what made games so engaging and applied those learns to things that suck.

16


GAMIFICATION!

from wikipedia

17


GAMIFICATION!

from wikipedia

“the use of game design techniques and mechanics to solve problems and engage audiences.” from wikipedia

18


GAMIFICATION!

from wikipedia

“the use of game design techniques and mechanics to solve problems and engage audiences.” from wikipedia

The promise: get people to do what they don’t want to do.

19


Gamification is not a thing. Rather, game design thinking is a process.

22


★ Face cards = Tweets

56

"A game is an activity among two or more independent decision-makers seeking to achieve their objectives in some limiting context." (Clark C. Abt)

What is a game?

Rules Motivationslimiting context objectives

Games

23



56

Intrinsic

MotivationsWHY PEOPLE DO ANYTHING

is a motivation that is driven by an interest or enjoyment in the

task itself.

Challenge

Curiosity

Control

★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 25


slide # 56

MotivationsWHY PEOPLE DO ANYTHING

$$$

Recognition

Punishment

Extrinsic is a motivation that is derived

from sources external to an individual.

25



slide # 56

Feedback

Person Action

Motivation

Motiv

ation F

ram

ework

26



slide # 56

get that cheddar

pay check

Motiv

ation F

ram

ework

Feedback

Person Action

Motivation



slide #

work

56

to strengthen our friendship

subtle. maybe nothing.

Motiv

ation F

ram

ework

Feedback

Person Action

Motivation

Tweet



slide # 56

ca$h money

Motiv

ation F

ram

ework

Feedback

Person Action

Motivationto strengthen our friendship

Tweet



slide # 56

Rules

Rules are fun.

30

★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 31slide # 56


A lecture31

★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 32slide # 56


A game★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 33slide # 56


me

you youyou you

33 56

★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 34slide #

Knowle

dge

Class

room

As A

System


34 56


me

youyou you

pal

Chatting

Tex

tin

g

Daydreaming

Class

room

As A

System

you


Class

room

As A

System

35 56


me

youyou you

pal

Competing

Sh

ari

ng

Engaged

you


Because it’s your job.Understanding people = making things useable and engaging = selling more ______.

Why understand games?

56



slide #

Magic CircleSEPARATE FROM THE REAL-WORLD

The Magic Circle is the frame of mind that a player enters when they start playing a game.

JEREMY LIN AGREES TO A CERTAIN SET OF RULES THAT ONLY EXISTS ON THE COURT

37 56



Magic Circle

NIKE GRID IS A GAME PLAYED BY RUNNING AND WAS TARGETED AT COMPETITIVE RUNNERS IN LONDON

Nike creates playful rules that mirror their brand and put players into a competitive mindset.

38 56



Clear ObjectivesWHAT DO I DO?

Rather than telling you what to do, the best games teach you with clear objectives and let you learn through play.

39 56



CLEAR REASONS TO RETURN DAILY INCREASED THE DAILY ACTIVE USER RATES

Biore created a loyalty program with clear benchmarks in order to receive rewards.

Clear Objectives

56



FeedbackMario Kart gives poor performing players better weapons to help them catch up.

41 56



Feedback

MINT MAKES FINANCIAL GOALS LESS ABSTRACT BY TYING THEM TO THE THINGS YOU WANT TO PURCHASE

Mint add additional rules to improve usability.

42 56



Flow StateTHAT “IN-THE-ZONE” FEELING

Flow

Skills / Ability

Dif

fic

ult

y

Boredom

Anxiety

TETRIS SLOWLY INCREASES DIFFICULTY AS YOU PLAY KEEPING YOU IN A STATE OF FLOW

43 56



BY RE-IMAGINING THEIR SHOW SKINS, MTV UNDERSTOOD AND TAPPED INTO A CONSTANT DESIRE TO STREAM INFORMATION

MTV augmented their show by creating a social experience that kept users in a state of flow while watching TV.

Flow State

56



MasteryBECOME A MASTER BY PLAYING

Games are inherently about learning and by getting better at playing you gain the associated skills.

ROCK BAND MAKES IT EASY FOR EXPERTS AND NOVICES TO PLAY AND LEARN FROM EACH OTHER

45 56



Mastery

Mastery

Codeacademy continually gives you just enough resources to complete then next challenge.

46 56



Toolbox ::★ Magic Circle★ Clear Objectives★ Feedback★ Flow State★ Mastery

Objective ::

Entice Fans to watch additional videos and share with friends

Starbucks

Misconceptions Of Gamification.

There’s an out of the box solution

Games can teach us a bunch about motivations and user experience, but there is no short cut to inspiring true engagement.

48 56





Points and badges every time

Badges are meaningless by themselves, but they serve as an icon for the intrinsic achievement that comes with a new skill.

49 56






It needs to look and feel like a game

Game conventions like progress bars can become grown up when in non-game specific contexts.

50 56






It needs to look and feel like a game

Users always want it

Additional rules can frustrate users when they are unwanted.

56



★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence

Take Aways

52 56




★ Gamification is not a thing and true engagement is too complex for out of the box solutions.

Take Aways

53 56




★ Gamification is not a thing and true engagement is too complex for out of the box solutions.

★ There is no short cut and messing with incentives can cause in negative results

Take Aways

54 56



How’d we do?

55 56



}10 20 30 40 50 60 70} }}

:( Decent Great Awesome!

Thanks peeps!

contact [email protected]@jimbabb

mailto:[email protected]

mailto:[email protected]

game designthinking jimbabb

Design

card2 comments

person slide

question slide

person reds

games cards

questions face cards

wikipedia cards

question25 slide