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Lecture presentation on 11.12.2013 in FHNW HSW - Elective Social Media and Customer Experience The Lecture focuses on the introduction of Games, Game Industry and Gamification and concludes with three gamification sprint exercises. You can hear the lecture recording on "https://soundcloud.com/safak-korkut/lecture-on-games-and" please be aware that the recording starts after 27th slide.
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IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Elective Social Media and Customer ExperienceGames and Gamification
1
1Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
I am interested in the latest technologies, new communication concepts,
games, data visualizations and social media development.
Safak Korkut is me.
Philip Toledano
I am also a professional filmmaker, project developer, game designer
and MSc co-mentor, guest lecturer.
2Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 3
Learning Outcomes
Students should be able to:
• read, watch, and filter autonomous information about gamification
• understand what defines a game
• understand basics of video game industry
• understand what gamification and its principals are
• apply gamification to the marketing problems
3Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 4
YES Laptops. Smartphones. Social Media.
Philip Toledano
4Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 5
YES Laptops. Smartphones. Social Media.
NO Work. Emails.
Philip Toledano
5Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 6
YES Laptops. Smartphones. Social Media.
NO Work. Emails.
MUST Comfort. Creativity. Opinions.
Philip Toledano
6Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 7
So, do you follow a strict flat-screen diet?
laptop.
game console.
iphone.
tablet.
internet contract.
facebook.
whatsapp.
twitter.
linkedin.
xing.
foursquare.
gta v.
call of duty.
tetris.
draw something.
angry birds.
candy crush.
clash of clans.
limbo.
temple run.
minecraft.
desert bus.
Philip Toledano
7Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 8
Games.
Philip Toledano
8Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Desert Bus (1995)
9
The objective of the game is to drive a bus from Tucson, Arizona to Las
Vegas, Nevada in real time at a maximum speed of 45 mph. The feat
requires 8 hours of continuous play to complete, since the game cannot
be paused.
9Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
HANDS UP!
10
Players form a group of 4-5 people.
Each player lifts one hand up.
Player one starts and indicates another player.
The player, who is indicated, looses a finger.
The turn moves to the next player (clockwise).
The winner is the last finger standing.
10Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 11
11Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
What is a Game?
12
Goal.
Rules.
Feedback.
Voluntary participation.
(McGonigal, J., Reality is broken: Why Games Make Us Better and How They Can Change the World, The Penguin Books, 2011)
12Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
What is a Game?
13
Playing a Game is the voluntary attempt to overcome
unnecessary obstacles.
(McGonigal, J., Reality is broken: Why Games Make Us Better and How They Can Change the World, The Penguin Books, 2011)
13Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 14
What is a Game?
Extrinsic Motivation. Intrinsic Motivation.
Philip Toledano
14Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 15
What is a Game?
Extrinsic Motivation. Intrinsic Motivation.
Philip Toledano
15Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Who is playing games?
16
Games are for kids.
16Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Who is playing games?
17
Games are for kids.
35Average age
http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
17Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Myth or Fact?
18
Seriously?
18Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Myth or Fact?
19
Seriously?
31Gam
ers
unde
r 18
.
%http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
19Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Myth or Fact?
20
Games make kids violent.
20Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Myth or Fact?
21
Games make kids violent.
80%G
ames
are
pur
chas
ed b
y ad
ults
.
http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
21Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Fact!
22
As video games have become more popular in the U.S., violent
crime has decreased dramatically, particularly among youth.
(U.S. Dept. of Justice - Federal Bureau of Investigation, Preliminary Annual Crime Stats, 2012; The NPD Group, Inc./Retail Tracking, 2012)
22Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Myth or Fact?
23
Games are waste of time.
23Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Myth or Fact?
24
Games are waste of time.
10Khour
s of
gam
epla
y by
21.
http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.html
24Thursday 12 December 13
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Learning with Games
25Thursday 12 December 13
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Learning with Games
http://communities.ptc.com/docs/DOC-2368
26Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Learning with Games
27
http://www.youtube.com/watch?v=vrIccKvq2Kg
27Thursday 12 December 13
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Video Games and the Luden Revolution
http://popchartlab.com/products/the-evolution-of-video-game-controllers
28Thursday 12 December 13
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29Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Video Games and the Luden Revolution
30
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
30Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Video Games and the Luden Revolution
31
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
31Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Video Games and the Luden Revolution
32
$500 MILLION
IN 1 DAY
$373 MILLION
IN 10 DAYS
$285 MILLION
IN 10 DAYShttp://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
32Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Video Games and the Luden Revolution
33
$800 MILLION
IN 1 DAY
$373 MILLION
IN 10 DAYS
$285 MILLION
IN 10 DAYS
33Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Video Games and the Luden Revolution
34
$1000 MILLION
IN 1 DAY
$373 MILLION
IN 10 DAYS
$285 MILLION
IN 10 DAYS
34Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Video Games and the Luden Revolution
35
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
35Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Wii Fit
36
http://www.youtube.com/watch?v=CFhrYBWkt0M
36Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Xbox Kinect
37
http://www.youtube.com/watch?v=4OMLjXRfaDQ
37Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Online games
38
http://mashable.com/2010/11/19/social-gaming-mainstream/
38Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Candy Crush Saga (2012)
39
Candy Crush Saga is a match-three puzzle video game released by the
developer King. The game, played mostly on mobile phones, has been
downloaded more than 500 million times, counts 282 million active
players per month and takes in an estimated $901,505 per day.
39Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Social games
40
http://www.smartkpis.com/blog/wp-content/uploads/Social-games.png
40Thursday 12 December 13
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Social games
41
1% of the w
orld
population
41Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Games are designed to trigger our intrinsic motivation.
This can lead to an addiction.
Facing this problem, the game industry and researchers
started to study the phenomenon.
Result: They set up a process to design games from the scratch,
managing intrinsic motivation and addictive game elements.
As a side effect: Gamification.
42
42Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Gamification.
Philip Toledano
43Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Gamification is the integration of Game Mechanics
in non-game environments to increase audience
engagement, loyalty and fun.
What is Gamification?
44
44Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
http://fold.it/portal/
45Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 46
Foursquare
46Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 47
Foursquare
47Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 48
Foursquare
48Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Gamification, the process of applying the psychological
and sociological factors that drive intense game play
to consumer measurement, enables us to understand
the thought process behind consumers’ willingness
to participate in and comply with consumer behavior
and attitude measurement tasks.
Gamification
49
http://web.fhnw.ch/plattformen/blogs/gamifyu/2013/08/07/gamification/
49Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
- Increase in the frequency of purchase
- Boost the value per purchase
- Encourage usage of a new sales channel
- Drive new product/service adoption
- Perform consumer profiling
- Conduct new customer acquisition
- Obtain feedback
- Upsell/cross-sell
Marketing Strategies with Gamification
50
http://www.mobilemarketer.com/cms/opinion/columns/10671.html
50Thursday 12 December 13
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Nike Plus app
51Thursday 12 December 13
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Nike Plus Universe
52Thursday 12 December 13
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Zombies Run!
53Thursday 12 December 13
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Zombies Run!
54
54Thursday 12 December 13
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Gamified Applications
55
55Thursday 12 December 13
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Mechanics for Gamification
56
‣ points
‣ achievements
‣ badges
‣ levels
‣ progress bars
‣ leaderboards
‣ virtual currency
‣ rewards
56Thursday 12 December 13
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Donald Norman - The Design of Everyday Things
57Thursday 12 December 13
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Donald Norman - The Design of Everyday Things
58Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013 59
Ch
allen
ge
Time Spent
Gam
e M
echan
ic Z
enAnxiety
Boredom
http://www.goodreads.com/book/show/66354.Flow
59Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Early-on gamification involved adding simple game mechanics
like points, badges and leaderboards to websites and apps.
But that’s not what makes games truly compelling.
What is not Gamification?
60
60Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Early-on gamification involved adding simple game mechanics
like points, badges and leaderboards to websites and apps.
But that’s not what makes games truly compelling.
Good games take players on a journey, giving them something
to learn, master and share.
Gamification 2.0 is about creating game-like digital services
that shape real-world behavior and deliver deep value
to players, — using a blend of intrinsic and extrinsic motivations.
What is not Gamification?
61
61Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Vocabulary Check
62
Express Compete
Explore Cooperate
http://www.slideshare.net/amyjokim/beyond-gamification-7-core-concepts-for-creating-compelling-products
62Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
1. Know who’s playing — design for their social style
2. Build Positive Emotions into your core activity loop
3. Build a system that’s easy to learn and hard to master
4. Design for Onboarding (Tutorial), Habit-Building, and Mastery
5. Use Progress Mechanics to “light the way” towards learning and mastery
6. As players progress, unlock greater challenges and complexity
7. Deliver intrinsic motivations like Power, Autonomy and Belonging
Seven Golden Rules of Gamification 2.0
63
http://www.slideshare.net/amyjokim/beyond-gamification-7-core-concepts-for-creating-compelling-products
63Thursday 12 December 13
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Octalysis: Gamification Framework
64
http://www.yukaichou.com/gamification-examples/octalysis-complete-gamification-framework/
64Thursday 12 December 13
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Octalysis: Gamification Framework
65
65Thursday 12 December 13
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Octalysis: Gamification Framework
66
66Thursday 12 December 13
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Octalysis: Gamification Framework
67
http://www.habitrpg.com
67Thursday 12 December 13
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HabitRPG
68
http://www.kickstarter.com/projects/lefnire/habitrpg-mobile
68Thursday 12 December 13
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Workshop.
Philip Toledano
69Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Gamification Sprint (10’)
70
As a Facebook follower of Sunrise, you can receive every weekend
free minutes and SMS.
- Create a Facebook/GoogleGlass competition to promote the give-aways.
- Draw the Octalysis of your competition.
70Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Sunrise Campaign
71
FHNW ICC, Elective Social Media and Customer Experience, Workshop Results, 11.12.2013
71Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Sunrise Campaign
72
FHNW ICC, Elective Social Media and Customer Experience, Workshop Results, 11.12.2013
72Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Gamification Sprint (10’)
73
Unser Bier is running a new campaign with code promotion (inspired
by Coca Cola). They are facing a problem, motivation of power-users
is dropping dramatically 3 months before the promotion ends.
- Define a group of power-users
- Sketch an innovative idea to keep motivation
- Draw the Octalysis of your idea.
73Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Unser Bier Campaign
74
FHNW ICC, Elective Social Media and Customer Experience, Workshop Results, 11.12.2013
74Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Gamification Sprint (10’)
75
Based on the 2013 half year report, Easyjet lost big part of her coverage
in continental Europe to the competitors. The CEO called your agency,
and gave you and your team the opportunity to design a loyalty system
which would make all the passengers go crazy!
- Motivate new passengers with easy-to-earn rewards
- Motivate frequent flyers with desirable challenges
- Motivate lost passengers with an innovative system
(discounts/points)
http://boardingarea.com/flyingwithfish/2010/04/29/not-using-your-frequent-flyers-miles-is-like-giving-airlines-free-money/
75Thursday 12 December 13
IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013
Thank you!
76
gamifyu.org
@safakkorkut
76Thursday 12 December 13
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