Understanding and implementing game mechanics.
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6000 Greenwood Plaza Blvd Suite 110 Greenwood Village, CO 80111 303.798.5458 www.aspenware.com It isn't about badges: Understanding game mechanics to drive behavior.
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Game mechanics are one way to create an engaging experience that will result in a more focused and productive employee. But game mechanics far beyond points or badges. They are the structures and mechanics that leverage core human needs to drive behaviors along a predictable path. The key to understanding how to effectively implement game mechanics is to understanding the underlying human needs that are met by the mechanic.
Transcript of Understanding and implementing game mechanics.
6000 Greenwood Plaza BlvdSuite 110Greenwood Village, CO 80111303.798.5458
www.aspenware.com
It isn't about badges: Understanding game mechanics todrive behavior.
Jeremiah Fellows
Jeremiah Fellows, VP Sales and Marketing, Aspenware|@JWFellows | [email protected] | http://www.linkedin.com/in/jeremiahfellows/
It isn't about BadgesUnderstanding game mechanics to drive behavior.
Starting at the Beginning
As a former IT manager for a global electronics manufacturer I have deployed well designed and architected software that met business objectives. The software was never used.
As a consultant I see enterprise software projects fail due to lack of employee engagement as often as projects failing due to budget or technology reasons.
Game mechanics are one way to create an engaging experience that will result in a more focused and productive employee.
What are game mechanics
It isn't about Badges: Understanding game mechanics to drive behavior.
It isn't about Badges: Understanding game mechanics to drive behavior.
Starting at the Beginning
Game Mechanics NOT games. They are the• Principles• Rules• Mechanismsthat govern behavior through a system of • Incentives• Feedback• Rewardswith a reasonably predictable outcome.
Game mechanics are not new.• This factory has gone X days without an accident• School children's name on the board for bad behavior• Sales leaderboards, diamond clubs, etc.
Game mechanics are mechanisms that can create powerful participation engines.
But only if we understand how they work.
It isn't about Badges: Understanding game mechanics to drive behavior. Starting at the Beginning
Why are people participating in painful races like marathons and the Tough Mudder?
Why are people willing to spend large sums of money to participate in these painful events?
How do these races able to motivate people to be so focused and engaged?
What motivates people to participate in these races are the same things that motivate people to• Buy what they buy• Interact with the people they interact with• Get tattoos• perform tasks at work
People are motivated activities that meet fundamental human needs. There is no difference between what motivates a person as an employee, a consumer or a participant in recreation.
Motivation Matters
It isn't about Badges: Understanding game mechanics to drive behavior.
It isn't about Badges: Understanding game mechanics to drive behavior.
Motivation Matters
Maslow’s Hierarchy of Needs in Wikipedia. Retrieved March 1 2013 from http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg
It isn't about Badges: Understanding game mechanics to drive behavior. Motivation Matters
Higher level needs• Esteem• Belonging• Self-actualizationbecome powerful drivers of behavior.
Once a person has physiological and safety needs met promises of additional physiological and safety (often in the form of bonus or cash rewards) can de-motivate. They do not meet higher level needs.
It isn't about Badges: Understanding game mechanics to drive behavior. Motivation Matters
So how is it that painful races meet higher level needs?• Esteem – The racer has done something other
people have not done. They get visible rewards (t-shirts and medals) that allow them to publicize their accomplishment.
• Belonging – The racer is part of a group of people that not everyone can belong to.
• Self-Actualization – At some point during a race every racer hits a wall and fears they cannot make it. When they push through the wall they accomplish more than they thought they could, they believe they have met or exceeded their potential.
It is important to note that it is not necessary for a participant to win to have their fundamental needs met. The last place finisher is as proud of their accomplishment as the winner.
Where are we now?
It isn't about Badges: Understanding game mechanics to drive behavior.
It isn't about Badges: Understanding game mechanics to drive behavior.
Where Are We?
What needs are met by this software?• Esteem• Belonging• Self-actualization
This software is designed to meet business needs but neglects fundamental human needs that result in engagement and motivation for employees.
It isn't about Badges: Understanding game mechanics to drive behavior. Where Are We?
These software packages are designed to meet the same business goals.
Only one meets higher level fundamental needs.
Belonging
Esteem
Self Actualization
Start simple.
It isn't about Badges: Understanding game mechanics to drive behavior.
It isn't about Badges: Understanding game mechanics to drive behavior.
Simple.
The Microsoft BETA1 game increased the level of participation in Vista beta testing among employees by 400%.
Simple game mechanics met basic needs: • Belonging – people are participating in the game together whether they win
or lose.
• Esteem – The leaderboard publicizes positive performance
Game mechanics do not have to be part of a complex long term strategy. Game mechanics do not need to meet every fundamental human need to be effective. CAUTION! If the game mechanic is implemented without a story or progessioneffectiveness will be limited in impact over time and the number of behaviorsthat can be driven.
It isn't about Badges: Understanding game mechanics to drive behavior.
Simple.
Belonging
Levels
Challenges
Self Actualization
Points
Levels
Challenges
Esteem
Points
Leaderboards
Levels
Metrics
Common game mechanic elements and how they meet fundamental human needs.
Note that the presentation of a simple metric can meet high level needs without a massive complex implementation. This is true as long as needs, motivation and business goals are well understood.
It isn't about Badges: Understanding game mechanics to drive behavior.
Simple
Getting started with your participation engine:• Goals – Understand the business goals
you are trying to accomplish.• Storyboard – Storyboard the
interactions and where the game mechanics affect a behavior.
• Implement – Implement the smallest mechanics possible that will meet the business goal. Don’t use a level or badge when the presentation of a number will do.
The more complex and longer term the strategy the greater the need for a well designed story with increasing levels of difficulty and exploration, more robust feedback and rewards commiserate with the level of effort.
Warning
It isn't about Badges: Understanding game mechanics to drive behavior.
It isn't about Badges: Understanding game mechanics to drive behavior. A Word of Warning
• Game mechanics do not result in Pavlovian conditioning. Badges, levels and stats cannot make up for poorly designed and meaningless work.
• People will try to game the system. Use your storyboard to identify potential for cheating.
• Game mechanics can drive both positive and negative behavior. Make sure the behavior you are incentivizing does not result in unethical behavior or unintended consequences.
Resources
It isn't about Badges: Understanding game mechanics to drive behavior.
Ghost TownUsing Game Mechanics to Build a Vibrant SharePoint Community
A Word of Warning
Books:• Total Engagement: Using games and Virtual Worlds to Change the Way People
Work and Businesses Compete. Bryon Reeves and J.Leighton Read
• Drive: The Surprising Truth About What Motivates Us. Daniel Pink
• Predictably Irrational: The Hidden Forces That Shape Our Decisions Dan Ariely
A deeper dive:• Fogg Behavior Model• Michael Wu Ph.D.
6000 Greenwood Plaza BlvdSuite 110Greenwood Village, CO 80111303.798.5458
www.aspenware.com
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