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Gamification[ G E I : M I : F I : K E I J : S H U N ]
J a n B i d n e r , 2 0 1 5 - 0 3 - 1 8
Presentation and Workshop Sogeti Mitt AB
MOTIVATION
ENGAGEMENT
CHANGE
BEHAVIOUR
DRIVES
EXPERIENCES
Greatest Experience Industry!
#1
Source: Entertainment Software Association 2012
Average Gamer is 35 years68% are 18 and older
47% are womenMore grown women are gamers
than boys under 18
#2
10 % 20 %
30 % 90%
Gamif icat ionT h e d e f i n i t i o n
“the use of game mechanics
and game design
techniques
in non-game contexts …”
“…in order to create a more engaging
user experience”
BLACK BELT
UX
2 0 0 6
NOT TECHNOLOGY DRIVEN!
2 0 1 0
Points
Badges
Leaderboards
Fail, 80
Success, 20
Rolighetsteorin
”Happiness is the easiest way to make People change their behavior”
”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
”glädje är det absolut lättaste sättet att få människor ändra sitt beteenden”
That’s a lot of
Fun…
The French Postal Service
Dropout ra te 25%!
Play a work ing week
Dropout ra te 8%
Strukturell Gamification
Serious Games - Narrativ
change
Behaviours
Know about
Core Drives & NeedsKnow about
Player Types
Physical needs
Safety
Love/belonging
Esteem
Self actualization
Abraham Maslow
Hierarchy of Needs
Yu-kai Chou
Octalysis
8 core
Drives
Mening
Förverkligande
Grupptryck
Oförutsägbarhet
Undvikande
Underskott
Ägarskap
Prestation
Drivkrafter
Vän-inbjudningarSociala skatter / givandeUtropaAvundsjukaGruppuppdragSkrytMåste-ha-marknadsföringTacksamhetsekonomiMentorskapSocialt puffandeDelaGilla
sociala
Media
Mening
Förverkligande
Grupptryck
Oförutsägbarhet
Undvikande
Underskott
Ägarskap
Prestation
What drives you?
WORKSHOP
- What’s the Case?
- Real problems to be solved in customer business context
- Gamification ideas workshop
- Refinement?
Workshopping!
• Effectmapping – What are the perceived effectgoals? What do we want to achieve?
• Content is king
• What are the target end user groups?
ACTUAL INPUT FROM CUSTOMER
• More visits, more buys, profit from specificcustomer segments
• ”on-top” functionality to drive key metrics (in addition to loyalty program)
• Later this year - Stamps…
• Loyalty...
Brainstorming gamification ideas• Game mechanics as well as player types and drives considered
• Write post it notes 5 min, put on whiteboard and reflect in full group
• Iterate ideas
• What player types? – What drives can we map? Can we add any mechanic to attract other playertypes? More unpredictability? More meaning? More socializing?
• Black Hat? White Hat? Extrinsic/Intrinsic motivation?
• Groups to refine ideas – pick an idea and gather in the group to refine and elaborate.
