Gamification Design and Analytics Literature Review by Yongwen
Xu
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Definition
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Wikipedia Gamification is the use of game design techniques and
mechanics to solve problems and engage audiences.
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Academia Gamification is the use of game design elements in
non-game contexts Sebastian Deterding: Toward a Definition, CHI
2011
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Game Non- Game DesignAnalytics Gamification
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The Time line
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Feb 2010 TED: Gaming can make a better world Jane Mcgonigal,
PhD, researcher, game designer Time line
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March 2011 SXSW Keynote Seth Priebatsch, Princeton dropout,
founder of SCVNGR Last decade: Social Layer construction is over
Next decade: Game Layer construction just begun Time line
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July 2011 Gartner Hype Cycle for Emerging Technologies Time
line
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Gartner By 2014, a gamified service will become as important as
Facebook, eBay By 2014, more than 70 percent of Global 2000
organizations will have at least one gamified application By 2015,
more than 50 Percent of companies will gamify their Innovation
processes Time line
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Why Game Now ? Demographics Shift Money Shift Time Shift
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Demographics 72% US Head of household play computer and video
games 96% of youth under 18 play 40% gamers are women 25% gamers
are over age 50 average US gamers is 35 years old Shift Jane
Mcgonigal, Epic Win
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Money $65 billion video games industry Gaming industry is now
bigger than DVD, box office, book, music Shift Reuters, Jun
2011
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Time Angry Birds is played 100 million hours each month = Time
to create entire Wikipedia each month by age 21, average gamer
plays 10,000 hours = Time to acquire a true expertise 100 million
hard-core gamers spend more than 20 hours a week = JOB Shift
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Jane McGonigal: Epic Win Albert Einstein, an avid chess player
:
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Gamification Examples foursquare.com
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Daily Life: Chore Wars Gamification Example chorewars.com
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Gamified Health: Nike+ Gamification Example nikeplus.com
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Corporation : Samsung Gamification Example samsung.com
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Gamification: Non-game Related but Not: Serious game Playful
interaction Sebastian Deterding: Toward a Definition, CHI 2011
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Serious Games FoldIt World without Oil
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Playful Interactions
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Design Game / UX Gamification
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The purpose of all video games is to train a player to work
harder while still enjoying it - Nick Yee, PhD, the Daedalus
Project Pioneer Researcher in World of Warcraft (MMORPG)
Design
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and the success of games demonstrates how seductive and
concealed the work treadmill can be - Nick Yee, Understanding
mmorpg addiction Design
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Flow Design
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Player Types Design Amy Jo Kims Social Actions (2010) Bartles
Player Types (1996)
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Gamification Design 1.0 Sebastian Deterding: Meaningful Play
Design
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Game Dynamics Techcrunch: SCVNGRs Playdeck Game layer is about
Influence At SCVNGR we like to joke that with any 7 game dynamics,
you can get anyone to do anything. Seth Priebatsch, welcome to the
decade of games (2010) Design
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Gamification Service Industry
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Open Source Gamification
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July 2011 Gartner Hype Cycle for Emerging Technologies Time
line
Gamification 2.0 Desig n Amy Jo Kim, PhD. Smart Gamification.
GDC 2011
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Four Keys to Fun Desig n Nicole Lazzaro, Designing Emotional
Engagement, BayCHI 2010
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Intrinsic Motivation Desig n Stephen Anderson, Sustaining
passionate users, 2011
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Game Non- Game DesignAnalytics Gamification
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Where is the result? Analytics WoW In-game Player Metrics
Social Game Metrics Zynga : Data Driven Design
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Top social game metrics Analytics Entry Event Distribution
Messages per user Click-Through Rates (CTR) Virality (K-factor =
Message / Users * CTR) Engagement (time on site) Exit Event
Distribution Retention revisit rate
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E-score Analytics Recency : How long ago did they visit?
Frequency : How often did they come back? Duration : How long did
they stay? Virality : How many people have they told about you?
Rating : How did they rate you? Gamification Metrics ?
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Conclusions Current state of Gamification: extrinsic rewards
Simple Gamification may work in short time Need good game design to
make it sustainable Need more data
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Game Design in Kukuicup 1.Engage participation 2.Effective
energy education 3.Encourage energy behavior change Game Design
Goals
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Game Elements Points Leaderboard Badges Quests Notification
Game Dynamics Unlocking Appointment Social Bonus Referrals
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Game Design in Kukuicup Integration of real world (meter,
workshop, excursion) and virtual world (points, raffles)
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Game Design in Kukuicup Scaffolding and raffle Player journey
to mastery
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Research Questions How to use game to motivate effective
learning? How to use game to motivate sustainable behavior change?
What data we need for analysis and how? What is the unique
challenge in gamifying energy conservation? How to extend the game
engine beyond energy conservation?