Gamification and stuff

Gamification and Stuff

Andrzej MarczewskiGamification Evangelist

@daverage

2Copyright © Capgemini 2012. All Rights Reserved


Gamification n. Blah Blah Blah (Jesse Schell)

The application of game mechanics to non game tasks to improve motivation, promote engagement or to drive desired behaviours.The standard description

Gamification is the strategy which takes behaviour-motivating mechanics from traditional and social games, and applies these mechanics to non-game experiences.Scott Schnaars, the GM of EMEA at Badgeville

The use of game attributes to drive game-like player behaviour in a non-game context with predictability. Michael Wu Ph.D., Chief Scientist at Lithium Technologies Inc.

Gamification n. A stupid term invented by ninnies to describe half-assed attempts to make boring things more interesting.Jesse Schell, Games Designer and Author of The Art of Game Design



The Tool Kit - PBL

Badgers, trophies, awards, tangible rewardsE.G. Foursqaure, Mint

Points, experience, credits, virtual currency, real currencyE.G. Loyalty Cards, Nike+

Leader boards, ladders, league tables, score boardsE.G. Foursquare, Salesforce

There is a lot more to it than that though



Motivate Me!

Autonomy We like to have choices and control

Mastery We like to feel that they are progressing and improving

Purpose We like to feel that there is a reason or a goal

Daniel Pink, Author of Drive, gives us the following drivers for human motivation



Introduction, user engagement, loyalty and retention

Steve Bocska, President and CEO of Vancouver-based Pug Pharm Productions

User Involvement, Commitment & Loyalty

Bra

nd

Val

ue

Use

r V

alu

e

“The Loyalty Chasm”

CAPTURE RETENTION ACTIVATION

LOYALTY BACKLASH! !



Badges can be bad, but not always

“Engagement-contingent, completion-contingent, and performance-contingent rewards significantly undermined free-choice intrinsic motivation”

Deci. et al, 1999

Points and Badges should recognise an achievement, not be the achievement



The Tool Kit – Into the Intrinsic

Pride / Ego

People take pride in what they do and in being recognised for it.

Meaning / Purpose

People want to feel there is a reason to do things.

Altruism / Charity

People like to feel that they are adding to the greater good.

Productivity / Momentum / Flow

People like being productive they just get into the groove.

Feedback

People love feedback, it helps them to understand their progress.

Choice

People want to feel that they have control of the outcome.



Fun n. Enjoyment, amusement, or light-hearted pleasure

Fun is subjective

If done wrong it may seem patronising

You can’t force people to have fun

As Mary Poppins said “In every job that must be done, there is an element of fun. You find the fun, and – SNAP – the job’s a game!”

Playful design can improve UX

If done well, the worst that can happen is no one notices

It is worth trying



A simple framework

I know WHAT I am going to Gamify

I know WHY I am gamifying it

I know WHO will be involved

I know HOW I am gamifying it

I have ANALYTICS set up

I have TESTED with users

I have ACTED on feedback

I have RELEASED the solution

Remember

Think like a games designer

Try to make it voluntary

Plan for CHEATERS

INTRINSIC > extrinsic

Don’t be EVIL

Remember the FUN

“Lots of things have the bells and whistles, but not the heart of a game”Jane McGonigal



Get in touch

Andrzej Marczewski

marczewski.me.uk

@daverage

Gamification is one tool to increase engagement, enjoyment and

broken system is a like putting a long hairy

tail on a rabbit and calling it a monkey. It’s not going to work and it isn’t going to fool anyone.

motivation. However, throwing game elements at a fundamentally

Gamification and stuff

Business

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