Andy Petroski Director & Assistant Professor of Learning Technologies apetroski@harrisburgu.edu @apetroski http://www.harrisburgu.edu/learningtechnologies http://www.harrisburgu.edu/caelt apetroski.wikispaces.com

Gamification

Increase Brand Loyalty

Increase Engagement

Change Behavior

Differentiate

Gamification

the concept of applying game-design thinking to non-game

applications to make them more fun and engaging

Gamification

Loyalty Programs (redemption)

Game Design (engagement)

Behavioral Economics

(status/reputation)

Some facts… • 2011 Gartner Research Report it is

estimated that by 2015, more than 50% of

organizations that manage innovation

processes will gamify those processes.

• The trend has been picking up major

momentum over the last two years and

has gained support from industry heavy

weights such as Bing Gordon, Al Gore,

J.P. Rangaswami, Chief Scientist of

Salesforce.com, and many more.

Al Gore talks about how "Games are

the new normal" and the power of

Gamification at the 2011 Games for

Change Festival.

Gamification in Action!

Gamification Loop

Challenges

Game Play

Win/Loss conditions

leaderboards badges

Social networking

status

Reward System

story character goal

obstacles feedback levels

http://www.youtube.com/watch?v=2lXh2n0aPyw

Juicy Feedback Tactile

The player can almost feel the feedback as it is occurring on screen. Feedback is not forced or

unnatural within the game play.

Inviting It’s something the player desires to achieve, as the player interacts with the game, they want the

feedback and work to get the positive feedback. The player is given just the right amount of

power and rewards.

Repeatable The feedback can be received again and again if the goals, challenges or obstacles are met.

Coherent The feedback stays within the context of the game. It is congruent with on screen actions and

activities as well as with the storyline unfolding as the interactions occur.

Continuous It is not something that the player has to wait for, it occurs as a natural result of interacting within

the context of game environment.

Emergent It flows naturally from the game, it unfolds in an orderly and well sequenced fashion. It feels like

it belongs within the context of the environment, it is not distracting.

Balanced The player knows they are receiving feedback and they are reacting based on the feedback but

they are not overwhelmed by the feedback or thinking of it as direct feedback.

Fresh The feedback is a little surprising contains some unexpected twists and is interesting and inviting.

The surprises are welcomed and congruent with the continuous feedback.

Six rules…

1. Understand what constitutes a “win” for the player

and organization

2. Expose the player’s intrinsic motivation and progress

to mastery

3. Design for the emotional human, not the rational

human

Six rules…

4. Develop scalable, meaningful intrinsic and extrinsic

rewards

5. Use one of the leading platform vendors to scale

your project

6. Most interactions are boring, make everything a little

more fun

Too easy

Too frustrating

But wait… • Creating these types of games is hard work (so what else is new)

• Just adding points and badges doesn’t make something fun and an

improperly balanced reward system will negatively effect the behavior

you are trying to address.

• The true magic happens when a player

succeeds in a challenge which seemed

(or was) daunting and beyond their skill

level.

• Players are motivated by different things.

So we have to consider different

experiences for varying player types.

“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

Gamify Your Brand|Product|Event

Resources

• Vendors

– Bunchball, Badgeville, BigDoor, SCVNGR, CrowdTwist, Natron Baxter

Resources

• PearlTrees - http://bit.ly/IhdQod

• Jesse Schell – The Pleasure Revolution http://bit.ly/J15rbp

• Gabe Zicherman - http://bit.ly/IUiWFZ

• Gamification.org/wiki

• Concept of “Flow” by Mihaly Csikszentmihalyi - bit.ly/conceptofflow

Resources

• Gamification Summit NYC; November 19 http://global13.gsummit.com/nyc

• 8 Tips to Create a Killer Gamification Strategy http://bit.ly/15bhbi7

• Harrisburg University www.harrisburgu.edu/learningtechnologies

– Graduate courses

– Workshops

– Center for Advanced Entertainment & Learning Technologies www.harrisburgu.edu/caelt

– 4 on the 4th at 4 http://444.harrisburgu.edu

Andy Petroski Director & Assistant Professor of Learning Technologies apetroski@harrisburgu.edu @apetroski http://www.harrisburgu.edu/learningtechnologies http://www.harrisburgu.edu/caelt apetroski.wikispaces.com