Kyle Findlay, TNS Global Brand Equity Centre, South Africa and Kirsty Alberts, TNS Global Brand Equity Centre, South Africa "Gamification" is a buzzword currently reverberating across the internet - but how much of it is hype vs. reality? Sitting at the cross-roads between behavioural economics and video games, gamification brings behaviour change methodologies into the digital age by explicitly providing us with the mechanics to improve user engagement. In theory, "gamifying" any process, from filling in tax forms in the real world to shopping on Amazon.com, should increase user engagement and overall satisfaction. The presentation will test these claims. It will investigate just what gamification really is and what it is not. The presenters will highlight recent research they have conducted into this topic along with interviews with various members of some of the tech companies that are at the forefront of this trend.

3. Expert interviews

4. Experiment

5. Case studies from market leadersNote: This deck only covers gamification in business. It does not touch on serious games, entertainment, education, politics, etc. Background

6. Jesse Schell Chief Executive Officer and Creative Director of Schell Games Sebastian Deterding Gamification guru and PhD researcher Michael Wu Principal Scientist of Analytics at Lithium Technologies Danny Day CEO of QCF Design (IGF award-winning developers of Desktop Dungeons) Kevin Spier andDan Maier of Bunchball gamification service Bo Nielsen Associate Director, TNS Jon Puleston Senior Director of GMI Interactive Francesco D’Orazio Research Director and Head of Social Media of Face Group Phil Groman Head of Innovations for Afroes Rolfe Swinton Director of Lumi Mobile Interviewees

7. What it’s not Examples What it is How Does It Work? How Effective Is It? Conclusions Where Can It Go Wrong?

8. LEVEL 1 What it’s not

9. LEVEL 1: What it’s not Video games “Badgification” / “Pointsification”

10. LEVEL 2 What it is

11. LEVEL 2: What is it? Definition “ The integration of the mechanics that make games funand absorbing into non-game platforms and experiences in order to improve engagement and participation ~ The Authors ”

12. LEVEL 3 Examples

13. LEVEL 3: Examples Farmville

14. LEVEL 3: Examples Foursquare

16. LEVEL 3: Examples Klout

17. LEVEL 4: How Does It Work?

18. LEVEL 4: How Does It Work? Hijacking the brain Experience systems Rapid, frequent feedback Rewards for effort Uncertainty Short- and long-term goals Other people

19. LEVEL 4: How Does It Work? Example mechanics Appointment dynamic Achievement Community collaboration

20. LEVEL 4: How Does It Work? Can anything be gamified? “ Do people not do something because they are not able to? - then increase ease of use. Do people not do it because they have no free time? - then work on that. Only if motivation is the issue cangamification be a [legitimate] way [of influencing behaviour] ~ Sebastian Deterding, researcher ”

21. BOSS BATTLE! Where Can It Go Wrong?

22. “ If your idea is to create a bribery system to get [users] to try something, it can backfire. When the bribes go away, people are less inclined naturally to do the thing you want, even if it's fun ~ Jesse Schell, CEO Schell Games “ ” “ In my experience game mechanics have massive potential in the research industry but low-grade gamification is only going to distort social interaction and skew research outputs. ~ Francesco "D’Orazio, Research Director for Face Group ”

23. Rewards are not equivalent to achievement Limited participation bandwidth Unintended consequences / Gaming the system Undermining intrinsic values and… …interfering with social norms

24. Congratulations! You defeated the Pitfall Boss

25. BONUS LEVEL: How Effective Is It? Marketing amplification Community curation Market research

26. Community curation BONUS LEVEL: How Effective Is It?

27. User participation Community interaction Ave. no. user posts Non-gamified (control) Non-gamified (control) n=37 n=25 n=30 Gamified (experiment) Gamified (experiment) n=68 n=30 Evly experiment BONUS LEVEL: How effective is it? Source: Findlay & Alberts, 2011

28. Awards Nominations Number of employees 16 “ Questions (2010) Answers (2010) The effect of gamification is pretty astounding and has even surprised us in what it’s able to do in the case of giffgaff” ~ Michael Wu (Principle Scientist of Analytics at Lithium Technologies) 100,000 10,000 Average response time 95% answered in… 3mins(24/7) 60mins (24/7) ” giffgaff BONUS LEVEL: How effective is it? Source: Lithium Technologies

29. Page views (in millions) Ave. no. monthly visits Ave. time spent on site (mins) Merchandise sales Pre-gamification Post-gamification Pre-gamification Post-gamification Pre-gamification Post-gamification Pre sales Post sales +47% Club Psych BONUS LEVEL: How effective is it? Source: Bunchball

30. Actions before logging out % posting to blog Pre-gamification Post-gamification Pre-gamification Post-gamification Purchases per active user DevHub BONUS LEVEL: How effective is it? Source: TechCrunch

31. Marketing amplification BONUS LEVEL: How Effective Is It?

32. 85% …of users played more than once 50% …returned the following month 60% …increase in revenue via game from one month to next Playboy BONUS LEVEL: How effective is it? Source: Bunchball

33. Identified types of abuse Mentioned Childline n=20 n=20 Pre-game Pre-game Ave. awareness score (composite measure) Post-game Post-game Pre-game Post-game Champ Chase BONUS LEVEL: How effective is it? Source: Afroes

34. Market research BONUS LEVEL: How Effective Is It?

35. Completion rate Ave. happiness (out of 10) UK (non-gamified) USA (gamified) UK (non-gamified) USA (gamified) Consumption diary BONUS LEVEL: How effective is it? Source: Lumi Mobile

36. Length watching Oscars +42% Non-players Players Non-players Players Enjoyment of Oscars +50% Disney & Oscars BONUS LEVEL: How effective is it? Source: Lumi Mobile

39. Returning & asking for more questions, and…

40. … to continue chattingEurovision BONUS LEVEL: How effective is it? Source: TNS

41. Framing Visualising Which of these do you have in your room? Which of these do you have in your room? Survey question Steak au pouivre Pesto Pasta fish and chips garlic chicken ‘Last meal’ game “Scotch broth soup as a starter served with garlic bread. Medium grilled gammon steak with a lightly fried egg on top with chips and side salad. A glass of red wine. A sticky toffee pudding, followed by cheese and biscuits.” Rapid and frequent feedback TV Fish MP3 player Books Radio Magazines Console Camera Skateboard Stereo DVDs CDs Hampster Clothes Piggy bank Rocket Question design BONUS LEVEL: How effective is it? Source: GMI Interactive

42. FINAL BOSS BATTLE

44. reframing language of questions

45. rapid & clear feedback

46. build in novelty/uncertainty

47. build in status (MROCs)

48. incorporate social elementsMarket research industry has been slowin making surveys more engaging

49. FINAL BOSS BATTLE: Market Research Considerations Gamification can benefit our industry… “ “A double shift in focus and framing: (1) from usability(reducing friction) to motivation(increasing drive), (2) from extrinsic motivation (incentives) to intrinsic motivation (competence, autonomy, relatedness needs). At best, it is a set of lenses and design patterns to improve intrinsic motivation.” ~ Sebastian Deterding , researcher …if we can step outside our comfort zones “ “In order to truly turn something into a game, it often needs to change so much in order to facilitate player agency that few people are willing to begin the process” ~ Danny Day, QCF Design (developers of Desktop Dungeons) ” ”

50. FINAL BOSS BATTLE: Conclusions

51. FINAL BOSS BATTLE: Is it a fad? “ “ “In some ways it is a fad - adding points and badges in tacky ways, looking at ‘gamification’ as an easy way to make boring things seem interesting - that is a fad. However, the idea of designing business processes so that those who engage in them find them more intrinsically rewarding - that is a long term trend”. ~ Jesse Schell , CEO Schell Games “In three years, we will talk about what is at the core of it - design for motivation - not about the one strategy to get there: getting inspiration from games.” ~ Sebastian Deterding, researcher ” ”

52. FINAL BOSS BATTLE: Conclusions Gamification seems to work… Gamification can benefit research… …but it’s no “magic elixir” …in subtleand fundamental ways… …if we keep an open mindset

53. CONGRATS!!! You defeated the Final Boss