Gamification Overview

keith@gametize.com | @keizng

GAMIFICATIONUsing gaming principles to reward and motivate

How do maximize this Playshop?

1. Download Gametize App (gametize.com/app) and go to “Featured” for gamification demos. 2. Too lazy to download the app? Head to http://gametize.com/featured 3. Have an open mind about the word “fun”, and understand that this isn’t about making games.

Co-founder of Gametize •  World’s Simplest Gamification Platform •  Also made just-for-fun gamified apps such as Selfiely, GetSmart English •  Singapore’s 20 hottest startup in 2015 selected by SBR

about.me/keizng

@keizng Nobody likes Working Learning is Boring But everyone loves Playing

Badges •  Reformed Compulsive Gamer •  Semi-formal game design training •  Almost bankrupt, secured USD$200,000 on TV, Angels Gate •  Nominated global influencer in gamification

about.me/keizng

gamification = Use of game design and game psychology in non-game settings to engage and motivate target audience for target behaviors. It is a process, but not an end point.

@keizng

gamification = A design-thinking focused process to engage and motivate your audience into learning behaviors, with a balance of intrinsic and extrinsic rewards, to make learning more enjoyable.

@keizng

gamification = A process to engage and motivate your consumers into behaviors that directly or indirectly increase sales. It does not need to be transactional.

@keizng

GAMIFICATION OR

§ Points and badges

§ Advertgaming

§  social gaming

§  Farmville

§ Candy Crush

gamification =

@keizng

Interactive Challenges

Competition and Social

Constant, Instant Feedbacks

Rewards and Redemptions

Why engage them?

Engage them to spend immediately

Engage them to spend in future

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Engage them to engage others to spend

For Brand Marketers

Top Challenges in HR that Gametize hears

§  High E-Learning dropout rate (60%-90%) §  High cost in attracting and onboarding new talents §  New generation of talents that are increasingly

prioritizing “purpose” and challenging to retain §  Lack of data in employee behaviors and satisfaction

“Onboarding begins from the day they accept the job”,

Joanna Yeoh, 5 Talents Consulting

Maybe they all look like this

Wow. This is what it should feel like

Let’s get Science to help us get to “Wow”

@keizng

DOPAMINE. OH YEA!

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What motivates us?

@keizng

What motivates us? Flow Theory, By Mihaly Csikszentmihalyi

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What motivates us? Flow Theory, By Mihaly Csikszentmihalyi

•  One must be involved in an activity with a clear set of goals and progress. This adds direction and structure to the task.

•  The task at hand must have clear and immediate feedback. This helps the person negotiate any changing demands and allows them to adjust their performance to maintain the flow state.

•  One must have a good balance between the perceived challenges of the task at hand and their own perceived skills. One must have confidence in one's ability to complete the task at hand.

CREATE ENJOYMENT, NOT PLEASURE

@keizng

In fact, it is the only industry that mastered

user experience

What is the average age of a gamer?

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What exactly makes a game fun?

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Frustration Sense of Achievement

Challenge Strategy Problem Solving

1. Hard fun

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Interesting content

Collecting Items

Points and level-ups

Amazement Happiness

2. Easy fun

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Exploration Escape from thoughts & feelings

Excitement

3. Altered States

Surprises Discovery

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Competition Teamwork Social Bonding

Personal Recognition

Sense of Achievement

4. The People Factor

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gamification

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= happification;

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action

motivation

feedback

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YO, show me the cases! *warning: examples galore ahead

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G-Market (Ebay of Korea), Qoo10.sg

Diablo 3 Launch in Singapore

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Diablo 3 Launch in Singapore

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BBVA Game

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ALS Ice Bucket Challenge

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American Airlines Rewards, achievement, level-ups (elite status)

Nike Plus Achievement, level-ups, competition

Linked In Level-ups (progress bar)

Hilton Honor Points Share, Tweet for More Points

SoShiok: Gamified Food App

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bit.ly/loyaltygame

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Gametize’s 5D Kickoff Framework

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Get your hands dirty!

Identify a problem you want to solve.

“Nobody is buying my hammers, because nobody trust them”

Determine your goal: What is the outcome you want to

achieve out of gamification?

“I want more people to trust my hammers and increase sales by 10 every month”

What are your target behaviours and emotions?

“I want the customers to review my hammers, whether good or bad”

“I love this experience because it makes me feel

powerful and listened to”

Bartle’s Player Types @keizng

bit.ly/loyaltygame

Profile your target players: Make a list of characteristics of

your target group.

Clue: Create a persona and tell us a story Kylie is 21, wild, smart, loves watching CSI, hates losing…

Generous, Extrinsic Rewards (With clear paths)

Appealing, Fresh Content (create stickiness)

Maintain it (easy dashboard to manage for iterations)

Easy and Emotional, relevant to audience profiles

Tribalism (create tribes and communities)

Intrinsic motivations (moving from extrinsic rewards)

Social behaviors (create conversations, sharing)

KEY ELEMENTS

KEY GOALS

Gametize’s Design Strategy

Methodology

Anti-Gaming Mechanics Iterative Testing and Changes DESIGN CONSTANTS

D Data for analysis (create valuable intelligence)

Engaged target behaviors relevant to target goals

What % of the gamer population = Female?

@keizng

hawabadaldo.com

Case Study: Singapore Management University

Leadership and Team Building (LTB) is a core module offered as part of the business program in the Singapore

Management University (SMU).

To solve the problem of engagement in LTB beyond the classroom, the Gametize

platform to produce GameLead, a gamified experience to make learning

much more engaging, exciting and easy for 177 students in a pilot run.

GameLead was made available on both

web and mobile to be played by students wherever, whenever!

GameLead Case Study

Games were segregated according to LTB classes, students will only see their

designated classes, while administrators can access all 4 games.

A Game for Each Class

New quests unlocked weekly

A series of simple challenges, from photos, quizzes,

and videos prompted students

to reflect on and apply what they

have learnt in class

Challenges within each Quest

An activity feed enabled students to

view submissions

by other classmates and vote,

which increase the points of the submission

Students can also log their in-class participation for points here

Class Participation Quest

Gamification was also used to

collect student feedback on the

GameLead experience

Gathering Feedback and Sentiments

We were able to extract

sentiments that help us understand our users’

pain in using GameLead,

some of which are negative

Gathering Feedback and Sentiments

We also discovered

what the students enjoyed

about GameLead

that can help with

future executions

Verdict and Results

Verdict: Successfully Gametized

Focus on the problem, objective, and data At a glance, it is easy to dismiss due to a handful negative reviews.

However, GameLead was designed to solve the problem of engaging students beyond the classroom, and the objective was to provide a

seamless and engaging experience through gamification. The success should then be measured based on the overall data in relation to these

questions, in this case, showing GameLead’s effectiveness.

Iterative Development and Improvement Gamification is a fairly new concept, especially with the use of digital technologies. An iterative approach to improving GameLead based on the data is key to its continued success. The unfavorable sentiments, though not necessary relevant, (e.g. minority users do not want to be engaged outside of classroom) should be reviewed and considered.

Conclusion for GameLead

Heaphy and Losada’s Positive to Negative Feedback Ratio: Can this be Gametized?

gamification is not magic. it is a process, which like many others, must be well-designed and planned. there are no rules to fun.

@keizng

otherwise it will backfire

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Real Intrinsic motivators

Don’t overgive rewards

Make real fun, and keep them fresh

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Leaderboards. Not always good

credits to @eliaveris�

Insites Consultin

create emotions even better, stories

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§  On a similar trajectory as social media §  More knowledge and resources will be available §  Courses offered in Coursera, NUS, Ngee Ann §  It is Loyalty on Steroids. Steroids can’t be small §  Certain research shows low dopamine = low rewards

appetite, high dopamine can makes us impulsive http://www.livescience.com/6645-brain-chemical-impulsive.html

Why Gamification Matters

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What motivates us?

Gametize’s Intrinsic Motivation Framework

Scorecardhttp://bit.ly/gscorecard

The Gametize Scorecard & Checklist is designed to be a guiding light to make awesome games. Let's begin with a basic checklist.

§  Has the problem been defined? Otherwise, has an overall objective been identified? e.g. lack of motivation for training, implementing a long term loyalty and contest platform�

§  Have the goals been determined? e.g. Increased knowledge, interests, conversion of sales�

§  Have the target behaviors been decided? e.g. Players will do quizzes weekly, encourage each other�

§  Have the players been described? e.g. Unmotivated, avid mobile user, dislike ��

Great, now that you have these information, let's go on to design the Gametize experience, based on the following scorecard. You don't have to hit a perfect score, but these are questions that you should keep in mind. ��

Game•  How clear are the objectives of the games for the players? ___/10 �

(Do players know what to expect? Do they know what are the rewards, if any? Are these in the descriptions?)

•  How attractive are the rewards to the described players (monetary or non monetary) ___/10 �(For Enterprises, avoidance of penalties can be a form of reward too, e.g. dance)

•  Are there any "wow factors" or surprise discovery of rewards in place? ___/10 �(If so, are players somewhat aware, and how easy can the early rewards be discovered?)

•  How focused are the games? ___/10 �(Is the gametoo broad? Are the challenges specific and consistent in theme?)

Challenges•  How easy is the on-boarding (very first) challenge to complete? ___/10•  How appealing are the challenges to the described players? __/10 �

(Will the players be intrinsically motivated? e.g. sharing photos let them express themselves)

•  Will there be fresh challenges rolled out? If so, is the schedule well designed? ___/10 �(Also, are the players aware of new challenges periodically?)

•  Are the challenges well thought, relevant to the objectives/goals/problem, instead of being random? ___/10

•  Are the challenges easy to understand? ___/10•  There are not too much and overwhelming number of challenges ___/10

Feedbacks, Competition• How clear and frequent are the feedbacks? ___/10• Are the feedbacks relevant to objective/goals? ___/10

Some food for thoughts• What motivates the user to achieve the targeted

behavior? (Every time I want to ______, I use the app)•  Is this a long-term or short-term game? If it is the

former, what are your plans to sustain interest in the long run?

• Does the challenges increase with difficulty over time to give users a sense of mastery?

@keizng

keithsayshi

Design your game and story

Upload a photo Refer a friend Answer a quiz Make a prediction

Scan a QR code Fill in the blank Enter a secret passcode Review a product

ReferencesWhat is Gamification, Really?

By Michael Wuhttp://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447

Why We Play Games: Four Keys to More Emotion Without Story

By Nicole Lazzaro http://xeodesign.com/xeodesign_whyweplaygames.pdf

Smart Gamification: Social Game Design for a Connected World

By Amy Jokim http://www.slideshare.net/amyjokim/smart-gamification-social-game-design-for-a-connected-world

http://xeodesign.com/xeodesign_whyweplaygames.pdf

Meaningful Play: Getting Gamification Right

By Sebastian Deterdinghttp://www.slideshare.net/dings/meaningful-play-getting-gamification-right

“The opposite of play is not work. It is depression”

- Dr Stuart Brown

keith@gametize.com | @keizng slideshare.net/gametize

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