43

Gamification: How Effective Is It?

Embed Size (px)

DESCRIPTION

We presented this deck at the ESOMAR Congress 2011 conference in Amsterdam where it was nominated for "Best Methodological Paper". The meat of this deck is a collection of case studies showing the efficacy of gamification in various BUSINESS contexts. It took us ages to contact and collate these various examples, so hopefully having them all in one place will save you time. A big thank you very much to the various folks who helped us put this piece of research together! If you have any questions, comments, requests, or are interested in the original paper that this deck is based on, please feel free to drop us a line :)

Citation preview

Page 1: Gamification: How Effective Is It?
Page 2: Gamification: How Effective Is It?

Goal?Evaluate the effectiveness of gamification and explore potential applications in business & market research

How?• Literature review• Expert interviews• Experiment• Case studies from

market leaders

Background

Note:This deck only covers gamification in business. It does not touch on serious games, entertainment, education, politics, etc.

Page 3: Gamification: How Effective Is It?

Interviewees

Jesse SchellChief Executive Officer and Creative Director of Schell Games

Sebastian DeterdingGamification guru and PhD researcher

Michael WuPrincipal Scientist of Analytics at Lithium Technologies

Danny DayCEO of QCF Design (IGF award-winning developers of Desktop Dungeons)

Kevin Spier and Dan Maier of Bunchball gamification service

Bo NielsenAssociate Director, TNS

Jon PulestonSenior Director of GMI Interactive

Francesco D’OrazioResearch Director and Head of Social Media of Face Group

Phil GromanHead of Innovations for Afroes

Rolfe SwintonDirector of Lumi Mobile

Page 4: Gamification: How Effective Is It?

What it’s not

What it is

Examples

How Does It Work?

Where CanIt Go Wrong?

How Effective Is It?

Conclusions

Page 5: Gamification: How Effective Is It?

LEVEL 1What it’s not

Page 6: Gamification: How Effective Is It?

LEVEL 1: What it’s not

Video games

“Badgification” /“Pointsification”

Page 7: Gamification: How Effective Is It?

LEVEL 2What it is

Page 8: Gamification: How Effective Is It?

LEVEL 2: What is it?Definition

The integration of the mechanics that make games fun and absorbing into non-game

platforms and experiences in order to improve

engagement and participation

~ The Authors

Page 9: Gamification: How Effective Is It?

LEVEL 3Examples

Page 10: Gamification: How Effective Is It?

LEVEL 3: ExamplesFarmville

Page 11: Gamification: How Effective Is It?

LEVEL 3: ExamplesFoursquare

Page 12: Gamification: How Effective Is It?
Page 13: Gamification: How Effective Is It?

LEVEL 3: ExamplesKlout

Page 14: Gamification: How Effective Is It?

LEVEL 4: How Does It Work?

Page 15: Gamification: How Effective Is It?

LEVEL 4: How Does It Work?Hijacking the brain

Experience systems

Short- and long-term goals

Rapid, frequent feedback

Other people

Rewards for effort

Uncertainty

Page 16: Gamification: How Effective Is It?

LEVEL 4: How Does It Work?Example mechanics

Appointment dynamic

Achievement

Community collaboration

Page 17: Gamification: How Effective Is It?

LEVEL 4: How Does It Work?Can anything be gamified?

Do people not do something because they are not able to? - then increase ease of use.

Do people not do it because they have no free time? - then work on that.

Only if motivation is the issue can gamification be a [legitimate] way [of influencing behaviour]

~ Sebastian Deterding, researcher

Page 18: Gamification: How Effective Is It?

BOSS BATTLE!Where Can It Go Wrong?

Page 19: Gamification: How Effective Is It?

In my experience game mechanics have massive potential in the research industry but low-grade gamification is only

going to distort social interaction and skew research outputs.

~ Francesco "D’Orazio, Research Director for Face Group

If your idea is to create a bribery system to get [users] to try

something, it can backfire. When the bribes go away, people are less inclined naturally to do the

thing you want, even if it's fun

~ Jesse Schell, CEO Schell Games

“”“

Page 20: Gamification: How Effective Is It?

Rewards are not equivalent to achievement

Limited participation bandwidth

Unintended consequences / Gaming the system

Undermining intrinsic values and…

…interfering with social norms

Page 21: Gamification: How Effective Is It?

Congratulations!You defeated the Pitfall Boss

Page 22: Gamification: How Effective Is It?

BONUS LEVEL: How Effective Is It?

Marketing amplification

Community curation

Market research

Page 23: Gamification: How Effective Is It?

Community curation

BONUS LEVEL: How Effective Is It?

Page 24: Gamification: How Effective Is It?

Evly experimentBONUS LEVEL: How effective is it?

n=30

1.5

2.3

Non-gamified Gamified

Ave. no. user posts

Non-gamified (control)

83%

17%

Contributors Observers

68%

32%

Contributors Observers

n=25

n=30

User participation

Gamified (experiment)

37%

63%

Comments Answers

3%

97%Comments Answers

n=37

n=68

Community interaction

Non-gamified (control)

Gamified (experiment)

Source: Findlay & Alberts, 2011

Page 25: Gamification: How Effective Is It?

Awards Nominations

Questions (2010)

10,000

Answers (2010)

100,000Average response time

3mins (24/7)

Number of employees

16

95% answered in…

60mins (24/7)

Source: Lithium Technologies

The effect of gamification is

pretty astounding and has even surprised us in what it’s able to do

in the case of giffgaff”

~ Michael Wu (Principle Scientist of Analytics at Lithium Technologies)

”giffgaffBONUS LEVEL: How effective is it?

Page 26: Gamification: How Effective Is It?

9

16

Pre-gamification Post-gamification

Page views (in millions)

2

5Ave. no. monthly visits

Pre-gamification Post-gamification

14

22Ave. time spent on site (mins)

Pre-gamification Post-gamification

Merchandise sales

Pre sales Post sales

+47%

Source: Bunchball

Club PsychBONUS LEVEL: How effective is it?

Page 27: Gamification: How Effective Is It?

4

12

Pre-gamification Post-gamification

Actions before logging out

7

15

Pre-gamification Post-gamification

% posting to blog

Source: TechCrunch

Purchases per active user

DevHubBONUS LEVEL: How effective is it?

Page 28: Gamification: How Effective Is It?

BONUS LEVEL: How Effective Is It?

Marketing amplification

Page 29: Gamification: How Effective Is It?

…of users played more than once

85%

…returned the following month

50%

…increase in revenue via game from one month to next

60%

Source: Bunchball

PlayboyBONUS LEVEL: How effective is it?

Page 30: Gamification: How Effective Is It?

Source: Afroes

Champ ChaseBONUS LEVEL: How effective is it?

1.83

2.41

Pre-game Post-game

Ave. awareness score(composite measure)

85%

Identified types of abuse

20%

Identified types of abuse

3%

Identified types of abuse

Pre-game

Post-game

n=20

Pre-game

95%Mentioned Childline Did not

15%

Mentioned Childline Did not

n=20Mentioned Childline

Post-game

Page 31: Gamification: How Effective Is It?

BONUS LEVEL: How Effective Is It?

Market research

Page 32: Gamification: How Effective Is It?

UK (non-gamified)

99%Completed

30%

Completed

Completion rate

USA (gamified)

3.5

8.0

UK(non-gamified)

USA(gamified)

Ave. happiness (out of 10)

Source: Lumi Mobile

Consumption diaryBONUS LEVEL: How effective is it?

Page 33: Gamification: How Effective Is It?

+50%

Enjoyment of Oscars

Non-players Players

Source: Lumi Mobile

Disney & OscarsBONUS LEVEL: How effective is it?

Length watching Oscars

+42%

Non-players Players

Page 34: Gamification: How Effective Is It?

Benefits:• Increased engagement• Improved data quality

Unintended consequences:• Drinking game• Returning & asking for more questions, and…• … to continue chatting

Source: TNS

It was like being a part of a community“ ”

Really liked the chat, where people discussed the show“ ”

Noticed more details in the show than normally

”“

Found it funny to rate the TV-show and see the results

”“Fun to be a part of this new kind of test“ ”

EurovisionBONUS LEVEL: How effective is it?

Page 35: Gamification: How Effective Is It?

Survey questionSteak au pouivrePesto Pastafish and chipsgarlic chicken

‘Last meal’ game“Scotch broth soup as a starter served with garlic bread. Medium grilled gammon steak with a lightly fried egg on top with chips and side salad. A glass of red wine. A sticky toffee pudding, followed by cheese and biscuits.”

Framing

Source: GMI Interactive

Question designBONUS LEVEL: How effective is it?

Which of these do you have in your room?TV

FishMP3 player

BooksRadio

MagazinesConsoleCamera

SkateboardStereo

DVDsCDs

HampsterClothes

Piggy bankRocket

Which of these do you have in your room?

Visualising

Rapid and frequent feedback

Page 36: Gamification: How Effective Is It?

FINAL BOSS BATTLE

Page 37: Gamification: How Effective Is It?

FINAL BOSS BATTLE:Market Research Considerations

Market research industry has

been slow in making surveys

more engaging

To make surveys more

engaging:

visual design

reframing language of

questions

rapid & clear feedback

build in novelty/uncertainty

build in status (MROCs)

incorporate social elements

Page 38: Gamification: How Effective Is It?

FINAL BOSS BATTLE:Market Research Considerations

Gamification can benefit our industry…

“A double shift in focus and framing:

(1) from usability(reducing friction) to motivation (increasing drive),

(2) from extrinsic motivation (incentives) to intrinsic motivation (competence,

autonomy, relatedness needs).

At best, it is a set of lenses and design patterns to improve intrinsic motivation.”

~ Sebastian Deterding , researcher

“ …if we can step outside our comfort zones

“In order to truly turn something into a game, it

often needs to change so much in order to facilitate player agency that few people are

willing to begin the process”

~ Danny Day, QCF Design (developers of Desktop Dungeons)

” ”

Page 39: Gamification: How Effective Is It?

FINAL BOSS BATTLE:Conclusions

Page 40: Gamification: How Effective Is It?

FINAL BOSS BATTLE:Is it a fad?

“In some ways it is a fad - adding points and badges in tacky ways, looking at

‘gamification’ as an easy way to make boring things seem interesting - that is a fad.

However, the idea of designing business processes so that those who engage in them find them more

intrinsically rewarding - that is a long term trend”.

~ Jesse Schell , CEO Schell Games

“In three years, we will talk about what is at the core of it - design for motivation - not about

the one strategy to get there: getting inspiration from games.”

~ Sebastian Deterding, researcher

“”

Page 41: Gamification: How Effective Is It?

FINAL BOSS BATTLE:Conclusions

Gamification seems to work…

Gamification can benefit research……but it’s no

“magic elixir”…in subtle and fundamental ways……if we keep an

open mindset

Page 42: Gamification: How Effective Is It?

CONGRATS!!! You defeated the Final Boss

Page 43: Gamification: How Effective Is It?