18. “By 2015, More than 50 percent of organizations that
manage innovation processes will gamify those processes”
Gartner Press Release - 2011
http://www.gartner.com/it/page.jsp?id=1629214
23. “80 Percent of Current Gamified Applications Will Fail to
Meet Business Objectives Primarily Due to Poor Design”
Gartner Press Release - 2012
http://www.gartner.com/newsroom/id/2251015
32. 92% of Australians live in a household with
at least one device used for playing games
Interactive Games & Entertainment Association, 2012
http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
33. The average age of a gamer is 32
Interactive Games & Entertainment Association, 2012
http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
(And 43% of people aged 51 or older are also gamers)
36. The video game industry in Australia
netted $1.161 billion in revenue last year
Interactive Games & Entertainment Association, 2012
http://www.igea.net
37. In the US consumers spent $24.75 billion on
video games, hardware and accessories in 2011.
Entertainment Software Association, 2011 - http://www.theesa.com/facts/index.asp
The Numbers, 2011 - http://www.the-numbers.com/market/
(More than double that of theatre takings for the same year)
39. Mobile phones are used to play games in 43%
of game households, tablet computers in 13%
Interactive Games & Entertainment Association, 2012
http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
41. 1 in 5 gamers play social network games
1 in 10 play massively multiplayer games
Interactive Games & Entertainment Association, 2012
http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
56. • Find a way to kill 3 boars
• Find a way to get more points than the other
team
• Find a way to get to the finish line before the
other players
• Find a way to complete this level
• Find a way to destroy the other player before
they destroy you
Examples are from The Art of Game Design, Jesse Schell, 2008
57.
58. "Fun from games arises out of mastery. It arises out of
comprehension. It is the act of solving puzzles that makes
games fun. In other words, with games, learning is the drug”
- Raph Koster
A Theory of Fun, 2005
133. "Fun from games arises out of mastery. It arises out of
comprehension. It is the act of solving puzzles that makes
games fun. In other words, with games, learning is the drug”
- Raph Koster
A Theory of Fun, 2005
134.
135. So how can we design for
engaging experiences?
151. • Intense and focused concentration
• Merging of action and awareness
• A loss of reflective self-consciousness
• A sense control or agency over the activity
• A distortion of time
• Experience of the activity as being intrinsically
rewarding
Nakamura, J., & Csikszentmihalyi, M. (2009). Flow theory and research. In C. R. Snyder & S. J.
Lopez (Eds.), Handbook of positive psychology (pp. 195-206). Oxford: Oxford University Press.
Factors of a flow experience
152. • A clear goal
• Clear progress
• Clear and immediate feedback
• Balance of challenge and skill
Conditions for flow
153. Based off a graph proposed by Csíkszentmihályi
159. Gamification Design Framework
1. Identify the activity and gamification goals
2. Design the gamification experience
3. Obtain feedback and iterate the design
160. 1. Identify the activity
http://www.flickr.com/photos/hoteldelapaixgeneve/5726470040/
162. • Have you got an engagement or motivation
problem?
• Ask yourself is this a problem that can’t be
improved in any other way?
• If motivation is lacking... looking towards game
elements and theory might be worthwhile.
183. Young drivers aged 17-24 years are at a risk of
death and injury from road crashes due to their
age and inexperience on the road.
184. Driver experience is an important part of driver
safety therefore it is important that Learner drivers
undertake a wide-range of practice while learning
to drive.
185. As of 2007, QLD Learners are required to
undertake 100 hours supervised learning practice
186.
187.
188.
189.
190. 1. Identify the activity and gamification goals
1.1. Identify the goals and sub goals of the
context that are lacking in engagement/
motivation
1.2. Translate these goals into metrics
1.3. Work out how to measure and enforce the
metrics
Gamification Design Framework
191. • Encourage learners to spread the practice over
the entire learning period
• Practice beyond the mandated one hundred
hours have been logged
• Encourage learners to drive in a variety of
difference circumstances
Goals
192. •Sensing available on the devices include:
•Location, Distance Speed: GPS
•Text: Number, Letters
•Weather: Yahoo API
•Need to work on, Skills: supervisor
Sensing
193. 2. Design the gamification experience
2.1. Understand the player
2.2. Aesthetics, Story, Technology, Mechanics
Gamification Design Framework
194.
195. Design Challenges
• Using a phone while driving is illegal
• We don’t want to encourage dangerous driving
habits, so competitive game elements need to
be designed carefully
• Cheating could be an issue if it encourages them
to log false hours
196. 3. Obtain feedback and iterate the design
3.1.Usability, playability, and field testing
Gamification Design Framework
199. Have you got an issue with
engagement or motivation?
200.
201.
202. Research
• Talk to users, see what they like and don’t like
about your website, or if they’re having issues at
certain points
• Surveys
• Usability studies
• Focus groups
• Interviews
203. Some general issues
• Getting users to sign up
• Purchasing a product
• Providing information (e.g., user profiles)
• Engaging with the website content
• Engaging with other users
• Finding specific information
207. Gamification Platforms
•There are a range of different gamification
platforms available for websites:
•Badgeville
•Bunchball
•BigDoor
•Gamify
•Gigya
•CaptainUp
210. Badgeville game mechanics
• From the Badgeville website:
• Contextual Rewards
• Missions
• Social Rewards
• Advanced Point Systems
• Levels
• Context Leaderboards
• Instant Notifications
211. Badgeville Business Results
• From the Badgeville website:
• 50% increase in community loyalty
• 4x customer advocates
• 400% more customer reviews
• 85% increase in training completion times
• 70% increase in employee engagement
• 5x increase in social sharing
222. Platform benefits
• Tailored to your users and problems
• Go beyond the gamification blueprint
• Can be as small or large as you like
• Nothing out there like it