2. Gamification Is Not New
In the opening book of The Histories, Herodotus writes:
When Atys was king of Lydia some three thousand years ago,
a great scarcity threatened his realm. For a while people
accepted their lot without complaining, in the hope that times
of plenty would return. But when things failed to get better, the
Lydians devised a strange remedy for their problem. The plan
adopted against the famine was to engage in games one day
so entirely as to not feel any craving for food…and the next
day to eat and abstain from games. In this way they passed
eighteen years, and along the way they invented the dice,
knuckle-bones, the ball, and all the games which are common.
#NUSocialIMC
4. SOURCE: Paramore | the digital agency
The Gamer
AGE: 27 Years
DIFFICULTY: 4
FIGHTING STYLE: Non-Existent
TWITTER: @joey_strawn
JOEY EMAIL: jstrawn@paramore.is
HASHTAG: #NUSocialIMC
SPECIAL MOVE: Shout of Earth
(Left, Right, Up, Down, A, A, A, B, B, B)
RATING: Awesome
5. joey
world
00000000
1–1
Paramore | the digital agency
AGE: 10 Years
LOCALE: Paramore.is
TWITTER: @paramoreagency
EMAIL: thepinkboa@paramore.is
SPECIAL MOVES: Digital
Marketing, Development,
Website & App Design, PPC,
Email Marketing, Social Media
Marketing
RATING: Epic
#NUSocialIMC
6. joey
world
00000000
1–1
Empty Jar Marketing
AGE: 2 Years
LOCALE: EmptyJarMarketing.com
TWITTER: @joey_strawn
EMAIL: joey@emptyjarmarketing.com
SPECIAL MOVES: Social Media Strategy,
Social Media Training, Gamification,
Game Theory Education
RATING: Paragon
#NUSocialIMC
7. joey
world
00000000
1–1 WORLD
1-1
Gamification:
Definition & Appearances
#NUSocialIMC
8. joey
world
00000700
1–1
gamification
[gay-muh-fi-kay-shuhn]
The process of integrating game
dynamics into your site, service,
community, content or campaign, in
order to drive participation.
-Bunchball
#NUSocialIMC
9. joey
world
00000750
1–1
Who thought this was a new
idea?
WRONG
!
#NUSocialIMC
10. joey
world
00000775
1–1
Customer = Players
s
#NUSocialIMC
22. joey
world
00002050
1–2 WORLD
1-2
Gamification:
What It Isn’t
#NUSocialIMC
23. joey
world
00002750
1–2
Gamification Isn’t…
- Slapping Badges on Crap
- Creating a Game Based on Your Company’s
Products/Services
- Giving Meaningless Points
- A Solution For A Bad Strategy
#NUSocialIMC
24. joey
world
00003025
1–3 WORLD
1-3
Motivations:
Player & Business
#NUSocialIMC
25. joey
world
00003200
1–3
“Games are the only force in the known
universe that can get people to take
actions against their self-interest, in a
predictable way, without using force.”
- Gabe Zichermann
#NUSocialIMC
26. joey
world
00003333
1–3
S - Status
A - Access
P - Power
S - Stuff
#NUSocialIMC
27. joey
world
00003334
1–3
Status
“Status is the relative position of an individual in relation to
others, especially in a social group. Status benefits and
rewards give players the ability to move ahead of others in a
defined ranking system.”
Gamification by Design (Zichermann & Cunningham, 2011)
#NUSocialIMC
28. joey
world
00003335
1–3
Access
Access rewards give players the opportunity to interact in a
private or special way with a company or brand. (Ex. Giving
top-ranked players a dinner with the company’s CEO or
celebrity spokesperson; or, a head start on deals/offers made
on the company website.)
#NUSocialIMC
29. joey
world
00003336
1–3
Power
Power is the act of awarding a modicum of control over the
other players in the game for exemplary or high-scoring action
in the game being played. Examples of power as a reward
would be asking a good player to serve as moderator on a
forum or giving them a chance to name a new badge or level of
the game.
#NUSocialIMC
30. joey
world
00003337
1–3
Stuff
This one shouldn’t need an explanation, but just in case: Stuff
is stuff you give to players for doing things in your game. You’re
welcome.
#NUSocialIMC
31. joey
world
00003720
1–3
Theory of Flow - Mihály Csíkszentmihályi
#NUSocialIMC
33. joey
world
00003745
1–3
Theory of Flow - Mihály Csíkszentmihályi
#NUSocialIMC
34. joey
world
00010405
2–1 WORLD
2-1
Gamification at Work:
Speed Camera Lottery
#NUSocialIMC
35. joey
world
00011300
2–1
SOURCE: The Fun Theory Contest
DATE: 2010
PLACE: Stockholm, Sweden
CREATOR: Kevin Richardson
SPECIAL MOVE: Greenback Grab
RATING: Nifty-Thrift
#NUSocialIMC
36. joey
world
00012055
2–2 WORLD
2-2
Gamification at Work:
Ananth Pai
#NUSocialIMC
37. joey
world
00012880
2–2
SOURCE: Minnesota School System
DATE: Present Day
WHO: Ananth Pai
WEAPON: Nintendo DS
SPECIAL MOVE: Curriculum Crush
RATING: Super Awesome
#NUSocialIMC
38. joey
world
00013665
2–3 WORLD
2-3
Gamification at Work:
McDonald’s Pong Board
#NUSocialIMC
39. joey
world
00013999
2–3
SOURCE: Sweden (yes, again)
DATE: 2011
WHO: McDonalds
WEAPON: Interactive Billboard
SPECIAL MOVE: Retro Rush
RATING: ★★★★
#NUSocialIMC
40. joey
world
00020025
3–1 WORLD
3-1
Gamifying Your Life
#NUSocialIMC
41. joey
world
00020349
3–1
- Not About Badges
- Tapping Into Motivations
- Discovering Flow
#NUSocialIMC
42. joey
world
00020999
3–1
Winning family managed to lower
its carbon footprint by 63%.
The project has seen a 16% increase
in recycling in Philadelphia.
The recycling rate in Philadelphia has
broken 20% for the first time in history.
#NUSocialIMC
43. joey
world
00022790
3–1
“You might be skeptical about the possibility of making school fun. The truth is that
school doesn’t have to be as fun as World of Warcraft — it just has to be less boring
than it is today.”
“If we tap into motivational game dynamics like small achievable goals, desirable
rewards, constant positive feedback and compelling interactive content, then we can
design an educational experience.”
#NUSocialIMC
45. joey
world
00022998
3–2
Mission Alarm Clock
#NUSocialIMC
46. joey
world
00023005
3–2 WORLD
3-2
Gamifying Your Work
#NUSocialIMC
47. joey
world
00024444
3–2 No one cares about this shit at my company?
- 55% of Americans want to work for a company that utilizes gamification to
increase productivity.
- Younger Americans (18-24 year olds) were willing to take a salary reduction to
work for a socially responsible company.
- ‘Discounts’ are the most compelling incentives for winning a social challenge,
followed by ‘Social Action’ and ‘Points Towards Loyalty Program’. Only 1-in-4 of
those interested in social challenges said that ‘Status in the Community’ was a
very compelling incentive.
- 27% of those interested in social challenges said they would be very likely to
opt in to a social challenge sponsored by a large corporate brand; 64% very
likely if it were initiated by friends or family.
- When it comes to specific kinds of social challenges, respondents were most
interested in participating in multi-player gaming and trivia challenges. While
not as many people are familiar with scavenger hunts and guessing.
- Saatchi & Saatchi S (2011)
#NUSocialIMC
48. joey
world
00105666
3–2
@[yourhandle] “A turd with glasses is just a turd going to a
dinner party, which will still stink.” –Joey Strawn #NUSocialIMC
#NUSocialIMC
49. joey
world
00223956
3–2
1. Augment existing product/service.
2. Gamify internal systems for outward effects.
#NUSocialIMC
50. joey
world
02223345
3–2
Augment Existing Product/Service
• Adding gamified aspects to products or systems already in
place (Ex. Offering Foursquare discounts to the mayor of a
location or loyalty programs)
• Companies like Bunchball, BigDoor, Badgeville offer
platforms and services to do this for you
#NUSocialIMC
51. joey
world
04567890
3–2
Gamify Internal Systems
• Goal is to encourage and engage employees
• One way is to implement game-based
mechanics to improve otherwise menial tasks
(i.e. checkout lines, expense reports, etc.)
• Give feedback in the context of a game,
incentivizing employees to act accordingly
• Creating a more joyous workforce will radiate out
to your customers
#NUSocialIMC
52. joey
world
80808045
3–2
Nitro for Salesforce
#NUSocialIMC
54. joey
world
99902345
★–1
Conclusion
• Gamification is everywhere (and always has
been)
• Gamification isn’t going away
• Gamification is good (when used correctly)
• We’re attempting to tap into deep motivations
• You can gamify every aspect of your life
• People want to work in gamified environments
• Turds look weird with glasses on
#NUSocialIMC
55. joey
world
99999999
★–2 Further Reading
Gabe Zichermann Amy Jo Kim
Game-Based Marketing (2010) Community Building on the Web (2000)
Gamification by Design (2011) @amyjokim
@gzicherm
Jon Radoff
Jesse Schell Game On (2011)
The Art of Game Design (2008) @jradoff
@jesseschell
Aaron Dignan
Jane McGonigal Game Frame (2011)
Reality is Broken (2011) @aarondignan
@avantgame
Tom Chatfield
Byron Reeves Fun, Inc. (2010)
Total Engagement (2009) @TomChatfield
@byronreeves
Michael Wu, Ph.D.
“The Science of Gamification”
@mich8elwu
#NUSocialIMC
56. joey
world
99999999
★–2 More Further Reading
David Edery & Ethan Mollick James P. Carse
Changing The Game (2009) Finite and Infinite Games: A Vision of Life
@djedery as Play and Possibility (1987)*
@emollick
Raph Koster
Steven Johnson A Theory of Fun for Game Design (2004)
Everything Bad Is Good For You (2005) @raphkoster
@stevenbjohnson
John C. Beck & Mitchell Wade
Sebastian Deterding Got Game: How the Gamer Generation Is
@dingstweets Reshaping Business Forver (2004)
@John_C_Beck
Len Fisher
Rock, Paper, Scissors: Game Theory in
Everyday Life (2008)
* Read only if you want your head to
explode.
#NUSocialIMC
57. joey
world
99999999 CHARACTER CARD
★–3
NAME: Joey Strawn
SOURCE: Paramore | the digital agency
Empty Jar Marketing
The Gamer
DIFFICULTY: 4
FIGHTING STYLE: Non-Existent
TWITTER: @joey_strawn
EMAIL: jstrawn@paramore.is
EMAIL: joey@joeystrawn.com
WEBSITE: JoeyStrawn.com
SPECIAL MOVE: Shout of Earth
(Left, Right, Up, Down, A, A, A, B, B, B)
RATING: Still Awesome
#NUSocialIMC
In the 1930’s, S&H (The Sperry & Hutchinson Company) lauched a program that allowed participating merchants to “reward” customers (players) with stamps when they made specific purchases. Those stamps were collected and could then be used as a type of “virtual currency” to get free stuff from certain stores and catalogs.
----- Meeting Notes (10/31/11 00:01) -----NOT: Super Tooth vs. Cavity Cavalcade.
----- Meeting Notes (10/31/11 00:01) -----First, let's take a look at WHY gamification works.
----- Meeting Notes (10/31/11 00:01) -----Football example
First Badge:Crunked (4sq) – if you check in to 4 different locations in a single night.Second Badge: Geoffrey Badge, given to first 3000 people to check into a Toys R’ Us on Thanksgiving.Third Badge: Healthy Fox, given out by Health Month for people who stick to their healthy living challenges for a month.
EA gave early previews and beta downloads to active gamers who had profiles created on the EA website earlier this year to reward and hype the game’s release.Scott Stratton (@unmarketing) was sent a free sample of Magnum’s Double Chocolate and loved the product. He wrote a post entitled :Magnum’s False Advertising” in which he called them out for including 4 kinds of chocolate and (jokingly) demanded it be renamed Quadruple Chocolate. A few weeks later, the Director of Social Marketing for Magnum showed up at Scott’s house with a box (seen above) they had had printed up titled “Scott Stratton’s Quadruple Chocolate.” Not only a great story of the reward of special access, but also great marketing.
The downside to giving stuff to your players is that if stuff is used as the initial motivation, once the item has been given away, the incentive to play is finished as well. “Stuff is only good until it is redeemed, which is the exact length of time your players will engage in the game.” Be sure to always disclose the value of the tangible prize or be sure the value is inherently known to your most loyal customers.
In gamification, we're designing EXPERIENCES. That's what we're doing. It's not a matter of just creating something for people to do, that's called WORK. This is about creating an action the resonates INTRINSICALLY and allows for the player to actually EXPERIENCE and ENJOY the action they are taking.
A bad strategy with gamification slapped on top at the last moment is just aturd with glasses, and a turd with glassesis just a turd going to a dinner party, which will still stink.
Happy workers = happy customers. Don't believe me? Just as Zappos.
Just because you CAN gamify every aspect of your life, doesn’t mean you SHOULD. Start learning to understand the difference.
