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  1. Gamifica'on   Sylvain  Co0ong  (@sly)   iico  –  Berlin  May  17th,  2011  
  2. Games   ü  In  their  seminal  work,  “Rules  of  Play”,  Eric  Zimmerman  and   Ka'e  Salen  define  games  as  a  “system  in  which  players   engage  in  an  ar9ficial  conflict,  defined  by  rules,  that  results   in  a  quan9fiable  outcome.”   ü  Games  can  get  people  to  take  ac9ons  against  their  self-­‐ interest,  in  a  predictable  way,  without  using  force.     ü  Games  expose  complex,  learnable  systems  around  a  set  of     symbols  that  users  can  engage  with  to  achieve  personal   mastery  –  and  thus  accomplish  something  aspira'onal.  
  3. What  is  gamifica'on  ?   Gamifica'on  is  the  process  of  incorpora9ng  game  play   elements  into  non-­‐gaming  applica9ons  such  as  products,   services,  websites,  soWware,  processes,  marke'ng  &   communi'es  in  order  to  drive  par'cipa'on,  engagement  &   loyalty.     Gamifica'on’s  main  purpose  is  to  help  people  to  get  from  point   A  to  B  in  their  lives:  whether  it  be  for  personal  growth,  societal   improvement  or  marke'ng  engagement.  
  4. What  is  gamifica'on  ?   Gamifica'on  is  all  about  engagement  and  improving  user   experience  with  a  product  or  service.  Even  banal  everyday   ac'vi'es  which  can  be  low  on  engagement  and  experience  such   as  going  to  school,  exercising,  taking  your  medicine  and  doing   housework  has  recently  been  gamified.   Gamifica'on  tricks  people  into  believing  that  there’s  a  simple   way  to  imbue  their  thing  ...  With  the  psychological,  emo'onal   and  social  power  of  a  great  game.  
  5. Marke'ng  
  6. Personal  Finance  
  7. Social  Finance  
  8. Environment  
  9. Health  
  10. Learning  
  11. Buying  
  12. Work  
  13. Personal  
  14. If  Google  employees  spend  less  then  their  allocated  amount  of  money   for  a  business  trip     •  they  can  keep  it  for  future  trips  where  they  can  upgrade  their  trip   plan     •  they  can  donate  for  charity     •  or  they  can  cash  out  part  of  it       Effects:     1)  aligns  employees  with  the  companies  travel  policy     2)  employees  start  to  talk  about  travel  expenses  and  manage  them     3)  controlling  travel  expenses  is  turned  into  an  opportunity  to   demonstrate  personal  mastery  (which  is  a  core  characteris'c  of   gamifica'on)   Corporate:  Google  travel  expense  management  
  15. A  li0le  history…  
  16. Service  providers  
  17. What  are  these  game  mechanics  ?  
  18. Rules  
  19. Challenges   Challenge  
  20. Points  
  21. Virtual  currencies,  rewards  &  badges  
  22. Clear  targets  &  objec'ves  
  23. Compe''on  
  24. Reputa'on  
  25. Leaderboards  
  26. Shared  game  space  
  27. Feedback  (and  the  next  challenge…)  
  28. Achievement  
  29. Skill  development  
  30. Personal  mastery  
  31. Focus  on  the  social  
  32. Milestones  &  markers:  show  progression  
  33. Using  scarcity  to  force  choices  and  create  demand  
  34. Tell  a  great  story  
  35. Using  game-­‐like  iconography  in  non-­‐gaming  products  
  36. The  purpose  of  gamifica'on     ü  Mo9va9on  &  long  term  user  engagement  and  loyalty     ü  Making  things  more  pleasurable  in  an  interac'on,  process  &  informa'on   overloaded  world  (gain  users  a0en'on)     ü  Creates  a  brand  connec9on  with  users/customers  in  a  meaningful  and   interes9ng  way  and  aligns  business  objec9ves  with  user’s  mo9va9ons     ü  Can  be  used  in  different  roles  &  scenarios:  Customer,  pa'ent,  user,   student,  employee,  personal  mo'va'on  &  engagement   ü  Builds  complex  systems  for  mo9va9on  that  meet  people’s  intrinsic  desire   but  also  make  them  feel  that  they  are  accomplishing  something   aspira9onal  and  make  them  move  forward  in  their  life    
  37. The  purpose  of  gamifica'on     ü  Gamifica'on  is  also  an  interes9ng  way  of  looking  at  all  kinds  of   systems  design:  what  are  the  mo'va'ons  of  our  ac'ons?  what   drives  a  community  to  act  or  users  to  act  ?       ü  Taps  into  the  millennium  genera9on  and  people’s  intrinsic  desire   for  mo9va9on   ü  Empirical  data  shows  that  games  are  superior  at  mo9va9onal   techniques  (if  game  mechanics  are  used  in  a  smart  and  effec've   way).  
  38. The  purpose  of  gamifica'on     ü  Companies  that  are  experimental  and  smart  use  gamifica9on   for  posi9ve  change  and  influence  in  employee  &  customer   communi9es     ü  Game  mechanics  are  going  to  replace  more  tradi9onal   systems  of  user  mo9va9ons     ü  Gamifica'on  makes  feedback  loops  9ghter  and  9ghter  and   liHle  bit  more  decentralized  
  39. Playfullness   Being  playful  is  in  human  nature.     Playing  makes  us  feel  good  and  is  deeply  social.    
  40. Psychology  of  gamers  archetypes   Research  of  Richard  Bartle           True  for  people  in  almost  every  context,  be  it  ac'ng  as  a  players   in  a  game  or  as  employees  in  a  company  
  41. Achievers         want  to  be  successful;  not  everybody  is  an   achiever:  about  10-­‐15  %  of  a  companies’   collaborators  are  achievers  
  42. Explorers         discover  new  things  and  bring  them  back  to   the  community,  i.e.  finding  new  deal  &   opportuni'es  
  43. Socializers         interact  with  games  and  complicated  systems   principally  in  an  effort  to  create  connec'ons   to  others,  i.e.  customer  support  &  business   development  
  44. Killers         people  who  are  like  achievers  except  that   they  play  a  win-­‐loose  game:  they  not  only   want  to  win  for  themselves  but  also  want  to   beat  others  in  the  game  
  45. Killers         people  who  are  like  achievers  except  that   they  play  a  win-­‐loose  game:  they  not  only   want  to  win  for  themselves  but  also  want  to   beat  others  in  the  game  
  46. Psychology  of  gamers  archtypes   ü Successful  gamifica9on  requires  to   understand  the  mo9va9ons  of  these  types  of   players  in  every  context  to  design  around   them     ü The  be0er  you  get  hold  of  these  mo'va'ons   and  design  around  them,  the  be0er  the   outcome  will  be  
  47. Mo'va'onal  design   “Mo'va'onal  design  refers  to  the  process  of   arranging  resources  and  procedures  to  bring  about   changes  in  mo9va9on.       Mo'va'onal  design  can  be  applied  to  improving   students’  mo'va'on  to  learn,  employees’   mo'va'on  to  work,  the  development  of  specific   mo'va'onal  characteris'cs  in  individuals,  and  to   improving  peoples’  skills  in  self-­‐  mo'va'on.”     h0p://www.arcsmodel.com/pdf/Mo'va'onal%20Design%20Rev%20060620.pdf“  
  48. Related  topics   Behaviour  design:  Crea'ng  systems  to  change   human  behavior     Pervasive  technology:  Methods  for  crea9ng  habits,   showing  what  causes  behavior,  automa'ng   behavior  change,  persuading  people  via  mobile   phones  (mobile  persuasion).     h0p://www.bjfogg.com/      
  49. My  preliminary  conclusions   ü There  is  good  and  bad  gamifica9on.  There  are  also   ethical  ques'ons  to  that  (“dark  pa0erns”).   ü The  op9mal  depth  and  shape  of  gamifica9on  as  a   mo'va'on  and  business  goal  driver  depends  on  each   project’s  specific  anatomy   ü Gamifica'on  will  probably  rapidly  enter  every  aspect   of  our  lives  and  various  interac'ons   ü Gamifica'on  can’t  be  added  on  top  of  an  exis'ng   applica'on:  Gamified  solu'ons  have  to  be  designed   from  the  ground  around  game  mechanics  
  50. Thank  you  !     @sly   sylvainco0ong.com   sylco0ong@gmail.com