INTRO TOGAMIFICATION

GOAL OF GAMIFICATION

DRIVE BEHAVIOUR

SO EVERYONE FEELS

SPECIAL&

UNIQUE

GAMIFICATION - DEFINITIONPROCESS USING GAME DESIGN techniques & mechanics to solve problems and engage audiences.

It strives to ENCOURAGE USERS TO ENGAGE in desired behaviors in connection with nongame applications.

Source: http://en.wikipedia.org/wiki/Gamification

Gamification is 75% PSYCHOLOGY and 25% TECHNOLOGY, so to drive change, focus on three common game principles:

ATTENTION

EXPERIENCE

FUN

4 TYPES OF FUN

EASY HARD SERIOUSExploration

FantasyCreativity

GoalsObstacleStrategy

RepetitionRythm

Collection

Source : XEO Design Nicole Lazzaro

PEOPLECommunication

CooperateCompete

INTRINSIC VALUE

VS.

MasterySatisfaction

Sex

Love

Fun

LearningBelonging

Meaning

Power

Autonomy

Threats Quests

Leaderboards

Badges

Levels

Points

PunishmentsLoss of power

EXTRINSIC REWARD

INTRINSIC VALUE

>Mastery

Satisfaction

Sex

Love

Fun

LearningBelonging

Meaning

Power

Autonomy

Threats Quests

Leaderboards

Badges

Levels

Points

PunishmentsLoss of power

EXTRINSIC REWARD

Element Description

Dynamics Motivate behaviourex: scenarios, rules, progression

Mechanics Help achieve Goalsex: teams, competitions, rewards, feedback

Components Track progressex: quests, points, levels,

GAME TECHNIQUES

BARTLE’S PLAYER TYPESKiller Achiever

ExplorerSocializerPlayers World

Acting

Interacting

BARTLE’S PLAYER TYPES

Players World

Interacting

Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks

Killer AchieverActing

ExplorerSocializer

BARTLE’S PLAYER TYPES

Players World

Interacting

Defined byA focus on attaining status and achieving preset goals quickly and/or completelyEngaged by Achievements

Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks

Killer AchieverActing

ExplorerSocializer

BARTLE’S PLAYER TYPES

Players World

Interacting

Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks

Defined byA focus on attaining status and achieving preset goals quickly and/or completelyEngaged by Achievements

Defined byA focus on exploring and a drive to discover the unknownEngaged by Obfuscated achievements

ExplorerSocializer

Killer AchieverActing

BARTLE’S PLAYER TYPES

Players World

Interacting

Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks

Defined byA focus on attaining status and achieving preset goals quickly and/or completelyEngaged by Achievements

Defined byA focus on socializing and a drive to develop a network of friends and contactsEngaged by Newsfeeds, Friends lists, Chat

Defined byA focus on exploring and a drive to discover the unknownEngaged by Obfuscated achievements

ExplorerSocializer

Killer AchieverActing

BARTLE’S PLAYER TYPES

Players<1% ~10%

Defined byA focus on winning, rank, and direct peer to peer competitionEngaged by Leaderboards, Ranks

Defined byA focus on attaining status and achieving preset goals quickly and/or completelyEngaged by Achievements

Defined byA focus on socializing and a drive to develop a network of friends and conatctsEngaged by Newsfeeds, Friends lists, Chat

Defined byA focus on exploring and a drive to discover the unknownEngaged by Obfuscated achievementsInteracting

~10%

Killer AchieverActing

ExplorerSocializerWorld

80%

>Stars of gamification

Source : http://www.slideshare.net/wearesocialsg/the-importance-of-solomo

HARNESS GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCE

>Stars of gamification

Source : http://www.slideshare.net/wearesocialsg/the-importance-of-solomo

INCREASES FREQUENCE BY REWARDING FREQUENCY OF VISIT

>Stars of gamification

BRING FUN RECOGNITIOIN AND REWARDS TO INCREASE BRAND RECOGNITION

Video: http://www.youtube.com/watch?feature=player_embedded&v=7u0ij9D5S4Y#t=20

1. Make a Market

2. Get Fit

3. Slow Down and Smell the Money

4. Generate Ad Revenues

5. Make Research & Evangelism Count

6. Save the Planet

7. Make Teaching Fun

Foursquare proved that location-based networking wasn’t doomed to fail, that simple game mechanics can affect behavior, and that you can engage 10 million customers — all while raising $50 million

Through gamification, ... 70% of NextJump employees exercise regularly — saving the company millions in work attendance and insurance costs over the medium term an making the workplace healthier and happier

Volskwagen Speed Camera Lottery idea rewards those drivers who obey the posted limit by entering them into a lottery. When tested at a checkpoint in Stockholm, average driver speed was reduced by 20%.

Club Psych implemented gamified incentives to raise page views by over 130% and return visits by 40%. registered user counts increased from 400,000 to nearly 3 million since the launch of the gamified version

Through the use of gamified, virtual rewards, crowtap has been able to raise average user participation by 2.5 times, thus reducing research costs by 80% or more for key clients.

RecycleBank utilized game mechanics such as points, challenges and rewards to drive breakthroughs. Results 16% increase in recycling in Philadelphia, where the recycling rate has broken 20% for the first time in history.

Anant Pai grouped students by learning style, and retooled the curriculum to make use of off-the-shelf games to teach reading, math and other subjects. Students play on Nintendo DS and PCs, both single and multiplayer.In 18 weeks, Mr. Pai’s class went from below third grade average reading and math levels to mid-fourth grade

EXAMPLES OF GAMES MECHANICS

FLOW CHANNEL

ANXIETY

BOREDOM

RECAP TOP 10 GAMIFICATION CASES

• Nike+ Fuelband and Accessories– Development &Accomplishment (Core Drive #2)– Empowerment (#3),

• Starbucks Reward– Development & Accomplishment (#2)– Ownership & Possession

• McDonald’s Monopoly Game– gamification concepts derived from the classic game of Monopoly

• Coca-Cola’s Shake It– Epic meaning and Calling (Core Drive #1)– Unpredictability & Curiosity (Core Drive #7)

• Magnum Pleasure Hunt– Ownership (Core Drive #4) – Epic meaning (Core Drive #7: being heroes of their journey)– Empowerment (#3) and accomplishment (#2).

Source : http://www.yukaichou.com/gamification-examples/top-10-marketing-gamification-cases-remember/#.UvuVx2JdWSo

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RECAP TOP 10 GAMIFICATION CASES

• SeatPG Connection Game– Empowerment of Creativity & Feedback (#3) – Development & Accomplishment (#2)

• All eyes on S4– Empowerment and Accomplishment (#3: through visual feedback)– Social Influence & Relatedness (#5: through the growing audience)– Unpredictability & Curiosity (#7: through the mischief that occurs to distract the

players)• Heineke n’s Star Player Game

– ponsor can directly engage with fans during a sports game • Steam Trading Cards

– Ownership & Possession (Core Drive #4) – Social Influence & Relatedness (Core Drive #5)

• 4 Foods – Good 4 All– Social Influence & Relatedness (#5)– Development & Accomplishment (#2)– Empowerment of Creativity & Feedback (#3)Source : http://www.yukaichou.com/gamification-examples/top-10-marketing-gamification-cases-remember/#.UvuVx2JdWSo

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