Rootstech-The Basics of Gamification
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Transcript of Rootstech-The Basics of Gamification
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
The Basics of Gamification Dave McAllister – Director, Open Source and Accessibility
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
A brief history of social games (http://radoff.com)
§ From presentation at Gamification Summit 2011 – Jon Radoff
Rootstech 2012 @Dave McAllister 2
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
What is Gamification?
Gamification is: the process of using game mechanics and game dynamics (game thinking) to engage users and solve problems
§ In short, drive game like behavior and engagement in non-gaming environments
Gamification is not about § Game theory
§ Game development
§ Or a cure for a poor product design
“50% of all innovation processes will be gamified by 2015” - Gartner
Rootstech 2012 @Dave McAllister 3
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Some fun examples
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Goals of Gamification
§ Drive Participation § Increase the number of people willing to (and capable of) taking part
§ Increase Engagement § Drive more interactions, including sharing and deeper responses
§ Create Loyalty § Maintain return traffic as well as increased viral “social media” marketing
Gamification could deliver application lock-in in an web-based world.
Rootstech 2012 @Dave McAllister 5
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Engagement
§ Motivation leads to engagement
§ Intrinsic motivation – innate desire to do something rewarding in and of itself
§ External motivation – driven by desire (or fear) of external reward (or punishment)
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Self- actualization
Esteem
Belonging
Safety
Physical
Maslow’s Hierarchy of Needs (1943)
State of being
State of needing Status, achievements, rank, reputation
Cohesion, virality, community
Security, money
Food, water, air …
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The gamified engagement loop
§ Desire § Mastery
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
The gamified engagement loop
§ Desire § Incentive § Challenge
§ Achievement/reward
§ Feedback § Mastery
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Measuring Engagement
§ Engagement is driven by (and may be measured by)
§ Recency
§ Frequency
§ Duration
§ Virality
§ Ratings
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Engagement summary
§ Intrinsic motivations are more likely to drive higher engagement scores
§ Engagement is powered by game dynamics
§ Remember M3: Motivation, Momentum and Meaning
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Loyalty systems change over time
§ 1800’s – Tangible goods model, buy something, get something
§ 1930’s – “Cash” incentives, rise of the virtual currency
§ 1980’s – Loyalty systems, and status recognition
§ 2000’s – Virtual rewards
Why do these change?
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Gamified Loyalty
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SAPS Status Access Power Stuff
Variable Ratio maintains behavior
Human behaviors are essentially learned through conditioning
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Changing costs and status value of loyalty
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0
50
100
150
200
250
costs
status value
1800 1850 2000 2050 1900 1950
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Player types - Bartles
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Richard Bartle (1996), "Hearts, Clubs, Diamonds, Spades: Players Who suit MUDs,"
Gamifying the quiz http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology?cobrand=
< 1%
~ 10% ~ 80%
~ 10%
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Player types - Radoff
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Evolutionary Gameplay Motivations
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Player motivations and types
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The 6 rules of Gamification design
§ Understand what constitutes a “win” for the organization/sponsor
§ Unpack the player’s intrinsic motivation and progress to mastery
§ Design for the emotional human, not the rational human.
§ Develop scalable, meaningful intrinsic and extrinsic rewards
§ In scaling your project, don’t roll your own
§ Most interactions are boring: make everything a little more fun
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Step 1: Get
§ Don’t design a game
§ Focus on
§ Recognition and Reward
§ Status
§ Achievement
§ Competition
§ Collaboration
§ Don’t expect gamification to replace the need for good content
§ Prepare to build a community and make it interactive
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Step 2: goals and interests
§ Understand your business goals
§ Understand your users
§ Balance the business goals and the users interests
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Step 3: lights, camera,
§ Prioritize what you want users to do, in your interests
§ Determine success
§ Including how to measure success
§ Establish solid baselines
§ Add elements one at a time
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Step 4: , and
§ Mechanics are how to control user actions
§ Dynamics are how the user interacts with the mechanics
§ Aesthetics are how the user feels about the experience
While sometimes referred to as badges and points, there are far more parameters to be applied
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Game Mechanics
§ Are the constructs and feedback loops which are intended to encourage game play.
§ Common examples:
§ Status, equating to rank and reputation
§ Feedback (of progress), points
§ Progression, Completion
§ Achievement
§ Social interaction
§ Self expression
§ There are a lot of mechanics http://gamification.org/wiki/Game_Mechanics
Rootstech 2012 @Dave McAllister 22
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Game Dynamics
§ Time related evolution and patterns that make an activity enjoyable.
§ The dynamic game-rule feedback loop
§ The player dynamics
§ Dependent on gamer personality
§ Examples:
§ Progression versus Status
§ Reinforcement schedule (of rewards) versus points
§ Appointments and countdowns
§ Social driven discovery
§ Competition
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Step 5: Keep them wanting
§ Make your mechanics work for you § Make recognition make sense
§ Reward on a schedule to match your desire
§ Variable == behavior continuance
§ Fixed == Learning and deadline
§ Level up (target the flow state)
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A reward can be anything, virtual or physical Choose when to reward
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Step 6: don’t now
§ Real time feedback
§ Newsfeeds
§ Groups and teams
§ Leaderboards
§ Virtual Goods
§ Pricing and value
§ Gifts
§ Secondary markets
§ Revenue stream?
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Step 7: Wherever go, there are
§ Design for support of mobile or multi-screen approach
§ Tap the power of existing social media behemoths
§ Keep in mind location
§ Keep in mind geo-cultures
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Summary: Make it
§ Keep it as simple as needed, not simple as possible
§ Know who you are targeting
§ Know what you want to get
§ Measure it
§ MDA == Mechanics, Dynamics and Aesthetics
§ SAPS == Status, Access, Power, Stuff’
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
For more information and thanks to the giants
§ Gamification by Design, Gabe Zicherman http://gamification.co/gabe-zichermann/
§ Game On, Jon Radoff http://radoff.com/
§ The Science of Gamification, Michael Wu, Ph,D http://www.linkedin.com/in/michaelwuphd
§ Bunchball (http://www.bunchball.com/) for two amazing whitepapers:
§ Winning with Gamification
§ Gamification 101
§ The Gamification Blog: http://gamification.co
§ Gamification University: http://gamificationU.com
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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.