The Principles of Gamification

Definition of Gamification

Gamification is the process of using game thinking and game mechanics to solve problems and engage users.

The Gaming Market

• Gamification market, currently estimated at around $100 million, will grow to more than $2.8 billion by 2016.

• The enterprise represents the largest vertical segment of the gamification market, accounting for nearly a quarter of the market.

• Top gamification vendors are projecting 197% growth in 2012, up from 155% in 2011.

• Gamification vendors report that 47% of client implementations are for user engagement, with brand loyalty accounting for 22% and brand awareness 15%.

• Breakdown of the gamification market:• Consumer market = 62%• Enterprise market = 38%

The Market

• Consumer Engagement - using game mechanics to draw consumer

attention and sell more goods and services.

• Employee Incentives – using game mechanics for more employee

productivity or for employee training, incentives, etc.

• Collaborative Work – to encourage teams to discover solutions.

• Social Change – using game mechanics to enact social change.

Categories of gamification

The purpose of gamification

• Motivation & long term user engagement and loyalty.• Making things more pleasurable in an interaction, process &

information overloaded world (gain user attention).• Creates a brand connection with users / customers in a meaningful

and interesting way and aligns business objectives with user’s

motivations.• Can be used in different roles & scenarios: Customer, patient, user,

student, employee, personal motivation & engagement.• Builds complex systems for motivation that meets people’s intrinsic

desire but also make them feel that they are accomplishing

something aspirational and make them move forwards in their life.

The purpose of gamification

• Gamification is an interesting way of looking at all kinds of systems design: what are the motivations of our actions? What drives a community to act or users to act?

• Taps into the millennium generation & people’s intrinsic desire for motivation.

• Empirical data shows that games are superior at motivational techniques – if game mechanics are used in a smart & effective way.

• Companies that are experimental & smart use gamification for positive change & influence in employee & customer communities.

• Game mechanics are going to replace more traditional systems of user motivations.

• Gamification makes feedback loops tighter and a little bit more decentralised.

Step 1: Why Gamify?

Critical Stakeholder Questions:1. What is the main reason for Gamifying your product / service?

2. How does it benefit the user?

3. Will they enjoy it?

Business Questions:4. What are the goals of the business?

5. How do you get the user to fulfill these goals?

6. What actions do you want your players to take?

Step 2: Player Profile

Research Inspires Design:1. Who are your players?2. What are their needs and goals? Why are they playing?3. What’s holding them back from achieving their potential?4. Is it lack of volition or lack of faculty?5. What is their primary player style – solo, competitive or

cooperative?6. Who are the playing with?7. What Social Actions do they find enjoyable – and why?8. What metrics do they care about?

Motivational Drivers:9. Achievement of goals <-or-> Enjoyment of experience.10. Structure and guidance <-or-> Freedom to explore.11. Control of others <-or-> Connect with others.12. Self-interest in actions <-or-> Social Interest in actions.

Step 3: Goals & Objectives

The Hero’s Quest….1. The Long Term Goal must be compelling & fairly difficult to

achieve.2. Can be Master of a New Skill, A New Habit, An Achievement, A

Title or any other pinnacle of personal growth.

One Step at a Time.3. What must players accomplish in order to reach the ultimate

objective?4. How can you break the journey up into discrete & satisfying

challenges that push your players & help them improve?

Desire to Inspire.5. Figure out a way to make long-term & short-term goals as

exciting & aspirational as possible. Go for the Glory!

Step 4: Skills & Actions

Making Lists a Skill.1. Consider what abilities are necessary to succeed in the endeavor.2. Make a skills lost of ALL things you can think of that are relevant to

your game across the following categories:• Physical Skills – walking, running, typing, using a chefs knife, etc.• Mental Skills – pattern recognition, memory, spatial logic,

organization.• Social Skills – presentation, conversation, meeting new people.

Track and Measure.3. Choose skills that have long learning curves and can be developed

over time.4. Break longer mastery arcs into smaller nested sill-chains.5. Are the skills you are considering measurable? How might you make

them measurable?

Step 5: Look Through Lenses of Interest

Viva La Resistance!1. Competition Types: Player vs Player, Player vs System, Self Directed.2. Time Pressure: Relaxed explorative play or brash tactics get things done

play.3. Scarcity: Scarcity can add a level of challenge and strategic game play.4. Puzzles: Problems that promise the existence of a solution.5. Novelty: Change presents a new set of challenges & patterns to master.6. Levels: Provide roadmap of progress.7. Social Pressure / Proof: The herd must be right.8. Teamwork: Can also be resistance when we need to work with others.9. Currency: Anything that can be exchanged for something of value will

be sought.10. Renewals & Power-ups: “Unstick” players & redirect from dead-ends.

Step 6: Desired Outcomes

Feedback, Rewards & Results.1. Positive includes both tangible & intangible rewards such as moving

up a level.2. Negative might be starting a challenge over.3. Outcomes can be contingent or scheduled. Players can trigger an

outcome based on specific action they take or based on a time frame within a game.

Epic Win!4. The Ultimate Objective (Epic Win!) may take weeks, months, years to

achieve but along the way players need to see and feel incremental successes and failures.

Step 7: Play-Test & Polish

Platforms are never done.1. What’s working / What isn’t?2. What have you not considered?3. Is the game personal enough for your players?4. Do they feel that it’s tailored to their own unique personality &

desires?5. Are you tapping into Player Experience needs of Competence,

Autonomy & Mastery?6. What is going to keep it interesting in 10 weeks time? In 8 months

time?7. When players reach the Epic Win! It’s time to go back to the drawing

board.

Social Engagement Verbs

Competitive Verbs

Win, Beat, Brag, Taunt,

Challenge, Pass, Fight

Cooperative Verbs

Join, Share, Help, Gift,

Greet, Exchange,

Trade

Exploration Verbs

View, Read, Search, Collect,

Complete, Curate

Expressive Verbs

Choose, Customise,

Layout, Design, Dress up, Showoff

Player Lifecycle: 3 Key Stages

Newbie (onboarding)

Regular (habit building)

Enthusiast (mastery)

Newbies need to learn the ropes

welcome + goals + progress + achievable rewards

Regulars

Fresh content + activities + challenges

Enthusiasts

Need exclusivity + recognition + impact

Think Like a Game Designer

Mechanics

Aesthetics

Dynamics

Player Journe

y

Game mechanics are only part of the picture

Think Like a Game Designer

Game Dynamics are patterns over time

Dynamics

StatusPacing

ProgressiveUnlocks

RewardSchedules

Self Expression

Competition

Think Like a Game Designer

Game mechanics make progress visible

Mechanics

PointsLeaderboards

Levels

Missions

Virtual Goods

Player Journey

Challenges

Think Like a Game Designer

Game aesthetics evoke emotion

Aesthetics

Curiosity Satisfaction

SurpriseTrust

DelightPride

Connection

Envy

Achieve Flow in the Zone

Examples: foursquare

Examples: Nike+

Examples: Strava

Recap - Elements of Gamification

Badges

FriendsOrganisational Goals

ChallengesVirtual CurrencySocial Integration

LeaderboardsSocial Triggers

Virtual Gifts

How Gamification helps you business

• More engaged customers = more sales

• More engaged employees = better

productivity

• Can you increase your sales by adding

gamification to your business?

Thank You

Contact Details:Mark van Diggelenwww.gamifyconsultant.comTel: +27 (0) 83 441 1082Email: mark@skillpodmedia.com