Gamification is

the New Black

@ galynakey

September 2014

www.coursera.org/course/gamification

10,000 hours

TL;DR

40 Minutes Gamification is FUN

YOU can do it!

Q: What is that you do?

A: I write user documentation.

Q: What’s that?

A: Erm… I document software

applications.

Q: Oh, you are a developer?

A: Not really. I write instructions.

Q: Zzzzzzzzz

A: I write user help.

Q: Zzzzzzzzz

A: Forget it.

Q: What is that you do?

A: I gamify user learning

experience.

Q: Wow. How did you get into it?

Once upon

a time… Disclaimer #1 Domain expertise and

Wing Chun primeR

Disclaimer #2:

abusing Games

mechanics

Disclaimer #3:

gamification

platforms are

not covered

Gamification Platforms

Domain Masters

Marc LeBlanc Jess Schell Richard Bartle Kevin Werbach

Jane McGonigal Gabe Zichermann Amy Jo Kim Yu-kai Chou

40 Minutes Gamification is FUN

YOU can do it!

gamification is…

the use of game elements and

game design techniques in

non-game contexts

Kevin Werbach

gamification is…

the process of using game

thinking and game dynamics to

engage audiences and solve

problems

Gabe Zichermann

The Key is to

think like a

game designer

Game designers create

immersive experiences that: A. Get players to play

B. Keep players playing

A. Do you like playing games?

B. And why do you keep playing

games?

Mass Effect Trailer

Current Business Application

Marketing, Sales, Customer

Engagement

HR, Productivity, Crowdsourcing

Behaviour change (health and

wellness, sustainability etc.)

Adopted from Kevin Werbach

Driving customer

engagement

My Starbucks Rewards Little Big Planet 3 Trailer

Improving grades-

education

Digitally Assisted Class

Augmented Reality

Driving behaviour change – social

responsibility

Piano stairs

Driving behaviour change –

wellness

FUN

Eight Kinds of Fun

by Marc LeBlanc

Sensation

Game as sense-

pleasure

Fantasy

Game as make-

believe

Narrative

Game as unfolding

story

Challenge

Game as obstacle

course

Fellowship

Game as social

framework

Discovery

Game as uncharted

territory

Expression

Game as soap box

Submission

Game as mindless

pastime

How is it done? –

gamification towards solving the world’s

greatest problems

http://vimeo.com/9

094186

How is it done? –

gamification towards promoting literacy

http://teensummerchallenge.org

YOU

Gamification for Master Builders*

Level 1: Define business objectives

Level 2: Delineate target behaviours

Level 3: Describe your players

Level 4: Devise activity loops

Level 5: Don’t forget the fun

Boss Fight: Deploy the appropriate tools

*Also known as 6D Gamification Design

Framework by Dan Hunter and Kevin Werbach

Level 1: Define business objectives

Why are we doing gamification?

We want to get new users gain

foundational knowledge

We want to get our users make a

habit of following installation

instructions

Level 2: Delineate target behaviour

What are our ‘win states’ and how do

we know?

Background analytics

T-shirts to ship on completion

Certificates of completion printed

Something else?

Level 3: Describe your players

Bartle’s Model of Player Types

What do we know about the players

(traditional audience analysis) + motivation

world players

acting

interacting

killers achievers

socialisers explorers

Level 4: Devise activity loops

Plan the player journey: engagement loop

Action

Feedback

Motivation

Level 4: Devise activity loops Plan the player journey:

progression loop mastery

Ground 0

onboarding

boss fight

boss fight

Level 5: Remember fun

Tap into

emotions!

Boss Fight: Deploy the appropriate tools

*adopted from Kevin Werbach

The Pyramid of Elements*

Dynamics

Mechanics

Components

Dynamics: Big picture

• Constraints

• Emotions

• Narratives

• Progression

• Relationships

Mechanics: Processes to drive game dynamics forwards

• Challenges

• Chance

• Competition

• Cooperation

• Feedback

• Resource

• Acquisition

• Rewards

• Transactions

• Turns

• Win States

Components: Basic blocks for both game mechanics and dynamics

• Achievements

• Avatars

• Badges

• Boss Fights

• Collections

• Combat

• Content Unlocking

• Gifting

• Leaderboards

• Levels

• Points

• Quests

• Social Graphs

• Teams

• Virtual Goods

Boss Fight: Deploy the appropriate tools

What it might look like? –

Conservative look

Boss Fight: Deploy the appropriate tools

What it might look like? – Brave look

40 Minutes Gamification is FUN

YOU can do it!

Thank You!