gamification will eat itself
TRANSCRIPT
Gamification Will Eat Itself
Scott DodsonCOO, Product Owner
Bobber Interactive
MeMe
Me
• Chronic Entrepreneur
Used a Game LayerLayer of Abstraction
• Playful Perception• Mind numbing jobs• Dating• Holding a conversation• Sales – Cold Calling• Raising Angel/VCMoney• Game layers
worked!
Gamification
Examples ofreally good
gamification
*Not to scale
*
What went wrong?• Gamification seen as Manipulation• Extrinsic & Skinnerian/Behavioralist• Spawn of Marketing• Cookie Cutter• Broken & “Gameable”
OMFG
/Sigh…We are here
Deep Breath
How we get on the right road…
Gamification is actually working
• Big Door & Bunchball report ~80 mm users
• Page views 2x• Time on site 2x• Unique monthlies +30%• But still…
To get to the Plateau of Productivity…
• Gamification is not about:– Extrinsic rewards – Manipulation– Outer “shell” of game: Points, Levels,
Badges• It’s about creating Sustained
Engagement
Apparent Challenge
• Great games are hard enough:– Only 4% of games that go into
production are profitable• Add a “real world” activity and you
multiply the difficulty of success
Design for sustained engagement
“Playing a game is the voluntary attempt to overcome unnecessary obstacles” – Bernard Suits
A Goal
Rules
VoluntaryParticipation
A FeedbackSystem
Designing for Sustained Engagement• I. Establish a different user
“contract”– A game is voluntary framework for the
user experience– Obstacles desirable!
Eustress / Satisfying Work
Designing for Sustained Engagement
• II. Design for flow; segment the experience
Mihalyi CsikszentmihalyiAmy Jo Kim
“Domain Resonant” Implementation1 2
3 66% more people than normal chose the stairs over the escalator.
+
=
Designing for Sustained Engagement• III. Embrace the Domain; know the
Audience– Corollary: Build the right team
Two Types of Motivation• Extrinsic Motivation –
Behavior that is motivated by contingencies (rewards, punishments) that are separate from the enjoyment of the activity itself
• Intrinsic Motivation – The activity itself is its own reward because it is inherently satisfying. In particular, humans have specific intrinsic needs that motivate.
Framework/Context Critical
Designing for Sustained Engagement• IV. Motivational Psychology Critical
– Intrinsic needs satisfaction
3 Drivers of Intrinsic MotivationScott Rigby - Immersyve
• Feeling “good at” • Expanding
capability• Learning• Mastery
COMPETENCE
• Freedom and agency
• Exercising volition• Choosing• Many
opportunities for action
AUTONOMY
• You matter to others ,they matter to you
• Meaningful connections
• Competitive, cooperative,
• Even removed: characters in a book or movie, developers of an app.
RELATEDNESSC A R
Competence, Autonomy & Relatedness: most reliable predictors of engagement
• Multiple longitudinal studies with 20,000+ subjects
• Underlying psychological causality vs. solely outcome metrics (e.g., “clicks” or “fun”)
PENS predicts sustained engagement...
“Fun” does not.
(PENS) Methodology: Personal Experience of Needs Satisfaction Approach uses statistical regression analysis to predict long-term engagement
Competence, Autonomy, Relatedness
Predictive power with p values
<.01
PENS design: Competence• Scaled challenges (flow)• Clear & juicy feedback• Level=expanded capabilities
PENS design: Autonomy• Mechanics of Choice and Opportunity• Open Environment - Playground• Progression choices (class, tree-structure)• Sense of purpose/volition
PENS design: Relatedness• You matter to them, they matter to
you– Competitive cooperative
• Reciprocity awesome; synchronicity, meh
• Player to Player; P2NPCs; P2Dev; P2Brand
Hey! It’s the Hero of Kvatch! I can’t believe
it! Wow!”
“…Brave, brave Sir Robin…”
Summary
• I. Establish a user contract of “game”• II. Design for flow; segment the
experience• III. Game designer must embrace the
domain • IV. Focus on satisfying Intrinsic needs
Thank You!
• /scottcdodson• First Name at bobberinteractive.com• @Gamebiz
Gamification
• Swoopo• Zappos• Foursquare: Bad --> Better!
Gamification = engagement through intrinsic needs satisfaction• ARGS• Geocaching• Nike+• DevHub• Priceline• GreatWolf Lodge / MagicQuest• Slot Machines• Playboy- Miss Social• Starbucks
Credits• Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan)• Jane McGonigal-Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D.
Berkeley• Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg
University• Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at the
University of Chicago• Amy Jo Kim- designer of social gaming systems, PHD University of Washington• Wanda Meloni, M2 Research: http://slidesha.re/gg49nb• 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• Keith Smith, CEO Big Door.• 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.
More Domain Specificity