Games and Gamification by Safak Korkut

IWI – Safak Korkut 11.12.2013IWI – Safak Korkut 11.12.2013

Elective Social Media and Customer ExperienceGames and Gamification

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1Thursday 12 December 13


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.


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



YES Laptops. Smartphones. Social Media.

Philip Toledano




NO Work. Emails.

Philip Toledano




NO Work. Emails.

MUST Comfort. Creativity. Opinions.

Philip Toledano



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



Games.

Philip Toledano



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.


http://en.wikipedia.org/wiki/Bus

http://en.wikipedia.org/wiki/Bus

http://en.wikipedia.org/wiki/Tucson,_Arizona

http://en.wikipedia.org/wiki/Tucson,_Arizona

http://en.wikipedia.org/wiki/Las_Vegas,_Nevada





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.





What is a Game?

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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)



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)



What is a Game?

Extrinsic Motivation. Intrinsic Motivation.

Philip Toledano



What is a Game?

Extrinsic Motivation. Intrinsic Motivation.

Philip Toledano



Who is playing games?

16

Games are for kids.



Who is playing games?

17

Games are for kids.

35Average age

http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf





Myth or Fact?

18

Seriously?



Myth or Fact?

19

Seriously?

31Gam

ers

unde

r 18

.

%http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf





Myth or Fact?

20

Games make kids violent.



Myth or Fact?

21

Games make kids violent.

80%G

ames

are

pur

chas

ed b

y ad

ults

.






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)



Myth or Fact?

23

Games are waste of time.



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





Learning with Games



Learning with Games

http://communities.ptc.com/docs/DOC-2368





Learning with Games

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http://www.youtube.com/watch?v=vrIccKvq2Kg





Video Games and the Luden Revolution

http://popchartlab.com/products/the-evolution-of-video-game-controllers








30

http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth






31







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






33

$800 MILLION

IN 1 DAY

$373 MILLION

IN 10 DAYS

$285 MILLION

IN 10 DAYS




34

$1000 MILLION

IN 1 DAY

$373 MILLION

IN 10 DAYS

$285 MILLION

IN 10 DAYS




35






Wii Fit

36

http://www.youtube.com/watch?v=CFhrYBWkt0M





Xbox Kinect

37

http://www.youtube.com/watch?v=4OMLjXRfaDQ





Online games

38

http://mashable.com/2010/11/19/social-gaming-mainstream/





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.


http://en.wikipedia.org/wiki/Match-three

http://en.wikipedia.org/wiki/Match-three

http://en.wikipedia.org/wiki/Puzzle_video_game

http://en.wikipedia.org/wiki/Puzzle_video_game

http://en.wikipedia.org/wiki/King_(website)

http://en.wikipedia.org/wiki/King_(website)

http://thinkgaming.com/app-sales-data/2/candy-crush-saga/

http://thinkgaming.com/app-sales-data/2/candy-crush-saga/


Social games

40

http://www.smartkpis.com/blog/wp-content/uploads/Social-games.png





Social games

41

1% of the w

orld

population



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



Gamification.

Philip Toledano



Gamification is the integration of Game Mechanics

in non-game environments to increase audience

engagement, loyalty and fun.

What is Gamification?

44



http://fold.it/portal/





Foursquare



Foursquare



Foursquare



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/





- 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





Nike Plus app



Nike Plus Universe



Zombies Run!



Zombies Run!

54



Gamified Applications

55



Mechanics for Gamification

56

‣ points

‣ achievements

‣ badges

‣ levels

‣ progress bars

‣ leaderboards

‣ virtual currency

‣ rewards



Donald Norman - The Design of Everyday Things



Donald Norman - The Design of Everyday Things



Ch

allen

ge

Time Spent

Gam

e M

echan

ic Z

enAnxiety

Boredom

http://www.goodreads.com/book/show/66354.Flow





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



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



Vocabulary Check

62

Express Compete

Explore Cooperate

http://www.slideshare.net/amyjokim/beyond-gamification-7-core-concepts-for-creating-compelling-products





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






Octalysis: Gamification Framework

64

http://www.yukaichou.com/gamification-examples/octalysis-complete-gamification-framework/






65




66




67

http://www.habitrpg.com





HabitRPG

68

http://www.kickstarter.com/projects/lefnire/habitrpg-mobile





Workshop.

Philip Toledano



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.



Sunrise Campaign

71

FHNW ICC, Elective Social Media and Customer Experience, Workshop Results, 11.12.2013





Sunrise Campaign

72







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.



Unser Bier Campaign

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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/





Thank you!

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gamifyu.org

@safakkorkut


Education

Games and Gamification by Safak Korkut