playful design, fun products & gamification for startups

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Playful Design, Fun Products & Gamification for Startups Matthias Sala Gbanga [email protected] StartupCamp.ch, Basel February 23, 2013

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This is a short workshop about how to turn your startup service into a playful and fun experience. It was set up in a few minutes to be hold at the Startupcamp.ch 2013 in Basel, Switzerland. Gbanga creates mixed-reality games to entertain players in a new and fun way.

TRANSCRIPT

Page 1: Playful Design, Fun Products & Gamification for Startups

Playful Design, Fun Products & Gamification for

StartupsMatthias Sala

Gbanga

[email protected], Basel

February 23, 2013

Page 2: Playful Design, Fun Products & Gamification for Startups

«I've played many video

games, but never thought that I

would run around in heavy rain just

for a mobile game…»

Page 3: Playful Design, Fun Products & Gamification for Startups

«Gamification» Trend

http://www.google.com/trends/explore#q=Gamification&cmpt=q

Page 4: Playful Design, Fun Products & Gamification for Startups

History of Games

Boa

rd g

ames

/ S

ports

Arc

ades

& s

lot m

achi

nes

Con

sole

s at

hom

eA

tari

/ Com

mod

ore

/

Per

sona

l Com

pute

rO

nlin

e ga

mes

(Int

erne

t)B

row

ser g

ames

(Fla

sh)

Face

book

gam

es

20052005199119681880~

Gam

eboy

Wii

iPho

ne

200720061989

1977

Con

verg

ence

to

mob

ile a

nd s

ocia

l

Page 5: Playful Design, Fun Products & Gamification for Startups

Media Consumption

http://online.wsj.com/article/SB10001424052748704590704576092460302990884.html

Page 6: Playful Design, Fun Products & Gamification for Startups

Definition

Gamification

Product design

Motivation

Entertainment(frustration

management)

Edutainment

Behaviour

Retention

Advertising

Psychology

Health Games

Loyalty programmes

Serious Games

Page 7: Playful Design, Fun Products & Gamification for Startups

Gamification Criticism

«excluding elements like storytelling and experiences and using simple reward systems in place of true game mechanics»

«not being fun and creating an artificial sense of achievement»

«"exploitationware" as a more suitable name for the games used in marketing»

«Gamification is to games as jingles are to music.»http://en.wikipedia.org/wiki/Gamification#Criticism, http://radar.oreilly.com/2011/06/gamification-criticism-overjustification-ownership-addiction.html

Page 8: Playful Design, Fun Products & Gamification for Startups

Focus today

Gamification

Product design

Motivation

Entertainment(frustration

management)

Edutainment

Behaviour

Retention

Advertising

Psychology

Health Games

Loyalty programmes

Serious Games

Page 10: Playful Design, Fun Products & Gamification for Startups

The «Compulsion Loop»For instance in a simulation game like «Sim City»

 

Wait for outcome, i.e.: Population growth Side-effects: pollution, taxes

Create buildings

Present effects

in world

Adapt strategy

Challenges:

Environmental changes

(population growth),

incidents and

catastrophes

Happen randomly or triggered through

tendentious /extreme user activityAnalyze effect

Decide what to build, what to

replace, …

Rewards:

Unlock new plants and

technologies, happy

citizens

Happen based on research

activity and on time (historic/

chronological unlocks)

 

 

  Computer-controlled “hidden” game rules (black box)

Visual feedback (visualization)

Player decisions and actions

Parts of the simulation system

Page 11: Playful Design, Fun Products & Gamification for Startups

Self-actuali-sation

Esteem

Love/belonging

Safety

Physiological

Fun

Usability

Reliability

Functionality

http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs

Page 12: Playful Design, Fun Products & Gamification for Startups

Intrinsic motivations (psychology)

• Acceptance, the need for approval• Curiosity, the need to learn• Eating, the need for food• Family, the need to raise children• Honor, the need to be loyal to the traditional values of one's clan/ethnic group• Idealism, the need for social justice• Independence, the need for individuality• Order, the need for organized, stable, predictable environments• Physical activity, the need for exercise• Power, the need for influence of will• Romance, the need for sex and for beauty• Saving, the need to collect• Social contact, the need for friends (peer relationships)• Social status, the need for social standing/importance• Tranquility, the need to be safe• Vengeance, the need to strike back and to compete

http://en.wikipedia.org/wiki/Motivation#Intrinsic_motivation_and_the_16_basic_desires_theory

Page 13: Playful Design, Fun Products & Gamification for Startups

Game mechanics card game

Buy the PlayGen cards here: http://gamification.playgen.com/