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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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Gamification: WTF?!?
Prof. Kevin Werbach
Gamification: Practical Advice from Game Developers
The Wharton School, Univ. of Pennsylvania
October 3, 2011
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)
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
Welcome to the grey, hopeless wasteland!
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
Gamification is…
The use of game elements and game design techniques in non-game contexts.
Time to Get
Serious
Fill in the Blank:
• Gamification is a form of _________________
Fill in the Blank:
• Gamification is a form of _________________
Loyalty program
Fill in the Blank:
• Gamification is a form of _________________
Loyalty program
Game development
Fill in the Blank:
• Gamification is a form of _________________
Loyalty program
Game development
Motivational design
• In which case, we should listen more to the:
Loyalty program
Game development
Motivational design
Marketing practice
Game designers
Psychologists
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)