gamification strategies how to solve problems, motivate and engage people through games!
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Presentation for the Lehigh Valley Chapter of the American Advertising FederationTRANSCRIPT
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
