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Gamification: WTF?!? Prof. Kevin Werbach [email protected] Gamification: Practical Advice from Game Developers The Wharton School, Univ. of Pennsylvania October 3, 2011

Gamification: WTF?!?

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Introductory presentation by Kevin Werbach at the "Gamification: Practical Advice from Game Developers" event at the Wharton School in Philadelphia, October 3, 2011.

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Page 1: Gamification: WTF?!?

Gamification: WTF?!?

Prof. Kevin Werbach

[email protected]

Gamification: Practical Advice from Game Developers

The Wharton School, Univ. of Pennsylvania

October 3, 2011

Page 2: Gamification: WTF?!?

Games are Big

•  97% of kids 12-17 play videogames (Pew 2008)

•  Games industry: $66 billion worldwide (DFC 2011), or double Hollywood box office revenues –  Online sales to surpass retail in 2013

•  Social games: $1.25 billion (Inside Network 2011)

•  Virtual goods: $7.3 billion globally (In-Stat 2010), over $2 billion U.S. (Inside Network 2011)

Page 3: Gamification: WTF?!?

Gamification is Big… or is it?

“Gartner Group projects [gamification] will account for 50% of all innovation in the world’s biggest enterprises by 2015….” http://gamification.co/2011/09/20/a-teachable-moment/

“By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes.” http://www.gartner.com/it/page.jsp?id=1629214

“Gamification is marketing bullshit, invented by consultants as a means to capture the wild, coveted beast that is videogames and to domesticate it for use in the grey, hopeless wasteland of big business….” http://www.bogost.com/blog/gamification_is_bullshit.shtml

Page 4: Gamification: WTF?!?

Welcome to the grey, hopeless wasteland!

Page 5: Gamification: WTF?!?

Gamification is Not:

•  Actual games –  Although the line is blurry!

•  (Just) points, badges, and leaderboards

•  Anything that uses a game mechanic

•  Limited to marketing, or to business

Page 6: Gamification: WTF?!?

Gamification is…

The use of game elements and game design techniques in non-game contexts.

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Time to Get

Serious

Page 12: Gamification: WTF?!?

Fill in the Blank:

•  Gamification is a form of _________________

Page 13: Gamification: WTF?!?

Fill in the Blank:

•  Gamification is a form of _________________

Loyalty program

Page 14: Gamification: WTF?!?

Fill in the Blank:

•  Gamification is a form of _________________

Loyalty program

Game development

Page 15: Gamification: WTF?!?

Fill in the Blank:

•  Gamification is a form of _________________

Loyalty program

Game development

Motivational design

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•  In which case, we should listen more to the:

Loyalty program

Game development

Motivational design

Marketing practice

Game designers

Psychologists

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And Now, the Main Event!

•  Moderator: Chris Grant (Joystiq)

•  Jesper Juhl (NYU)

•  Eric Goldberg (Crossover Technologies)

•  Margaret Wallace (Playmatics)

•  Ethan Mollick (Wharton MGMT)

•  Frank Lee (Drexel)