The Game Always Wins

Welcome! - @busterbenson

Welcome! - @busterbenson

The house always wins.

The house game always wins.

healthmonth.com live healthier for fun

Say hello to the Trojan Horse

of Gamification

Hi.

Say hello to the Trojan Horse

of Gamification

1 Where did it come from?

2 Who gains?

3 Are there any surprises hidden inside?

What is Gamification, anyway?

Games

Games Life

If you...

If you... Then we...

If you...

You get...

Then we...

If you...

You get...

Then we...

We get...

Loyalty programs on steroids?

OR

Loyalty programs on steroids?

OR

Skinner Box?

Yourinterests

Gamification’s Battlefield

Yourinterests

The business’s interests

Gamification’s Battlefield

Yourinterests

The business’s interests

Gamification’s Battlefield

please?

Visit them

Yourinterests

The business’s interests

Gamification’s Battlefield

please?

Visit themAnd they’ll give you free crap

Are you loyal to anyone who gives you free stuff?

Are you loyal to anyone who gives you free stuff?

Level 1Gamification

Zombie

Let’s game the system.

Tumblarity.

Link farms.

Twitter trends.

Do you get even by gaming the system?

Level 1Zombie

Do you get even by gaming the system?

Level 2Gaming

Pirate

Level 1Zombie

Why we do something affects how well we do

that thing.

What do you really want?

Your rad & unique interests

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Power

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Power

Status

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Power

Status

Family

- According to Steven Reiss

What do you really want?

Your rad & unique interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Power

Status

Family

Honor

- According to Steven Reiss

What motivates you?Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Power

Status

Family

Honor

- According to Daniel Pink

Your rad & unique interests

What makes you happy?Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Power

Status

Family

Honor

- According to Dan Gilbert

Your rad & unique interests

What do you think is fun?Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Power

Status

Family

Honor

- Aggregated from work by Jane McGonigal, Raph Koster, & Charlie Sheen

Your rad & unique interests

Your rad & unique interests

What happens during Level 1/2 style play?

Tranquility

Order

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Autonomy

Mastery

Meaning Power

Status

Family

Honor

Your rad & unique interests

What happens during Level 1/2 style play?

Tranquility

Order

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Autonomy

Mastery

Meaning Power

Status

Family

Honor

Your rad & unique interests

What happens during Level 1/2 style play?

Tranquility

Order

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Mastery

Meaning Power

Status

Family

Honor

Your rad & unique interests

What happens during Level 1/2 style play?

Tranquility

Order

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Family

Honor

The hidden cost of extrinsic motivation.

The hidden cost of extrinsic motivation.

1 Lower autonomy.

The hidden cost of extrinsic motivation.

1 Lower autonomy.

2 Sloppier, less creative work.

The hidden cost of extrinsic motivation.

1 Lower autonomy.

2 Sloppier, less creative work.

3 More likely to cheat or quit.

Yourinterests

How to maintain autonomy

Yourinterests

The business’s interests

How to maintain autonomy

Yourinterests

The business’s interests

Play within this area

How to maintain autonomy

Yourinterests

The business’s interests

Play within this area

No fly zone

How to maintain autonomy

Do you play the game by your own rules?

Level 2Pirate

Level 1Zombie

Do you play the game by your own rules?

Level 2Pirate

Level 1Zombie

Level 3Ninja

Zombie

Pirate

Ninja

You

You

You

Them

Them

Them

They use you

You use them

Mutual benefit

Foursquare Specials

A You like the challenge, but hate coffee.

A

Foursquare Specials

B You like coffee, but fake some checkins.

B

A You like the challenge, but hate coffee.

A

Foursquare Specials

B You like coffee, but fake some checkins.

B

C You like the challenge, and you like coffee.

C

A You like the challenge, but hate coffee.

A

Foursquare Specials

Mindsnacks iPhone App

A You play the game even though you hate French?

A

Mindsnacks iPhone App

A You play the game even though you hate French?

A

B Arrggh... no incentive to game the system!

B

Mindsnacks iPhone App

A You play the game even though you hate French?

A

B Arrggh... no incentive to game the system!

B

C You want to learn French, and you like games.

C

Mindsnacks iPhone App

B You gain nothing by trying to cheat

B

C The only reason to play is if you both want to learn.

C

A They gain nothing if you don’t like the service.

A

There is a conflict of interest at the heart ofGroupon’s gamification.

There is a conflict of interest at the heart ofGroupon’s gamification.

Playerautonomy

UserLoyalty

Will your business take advantage of users?

Will your business take advantage of users?

SharkBusinessBadge!

Will your business be gamed by users?

Will your business be gamed by users?

Squid BusinessBadge!

Your users’rad & unique

interests

Autonomy

Mastery!

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting

Social Contact

Power

Status

Family

Honor

What will your business do to help users?

Your users’rad & unique

interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity!

Romance

Winning

Acceptance

Collecting

Social Contact

Power

Status

Family

Honor

What will your business do to help users?

Your users’rad & unique

interests

Autonomy

Mastery

Tranquility

Order

Meaning

Sensuality

Physical Activity

Romance

Winning

Acceptance

Collecting!

Social Contact!

Power!

Status!

Family

Honor

What will your business do to help users?

Will you empower users?

DolphinBusinessBadge!

Will you empower users?

3 kinds of gamification businesses

Conflict of interest between themselves and their users1

3 kinds of gamification businesses

Conflict of interest between themselves and their users1

Enables all user types2

3 kinds of gamification businesses

Conflict of interest between themselves and their users1

Difficult or impossible to game, because of aligned interests3

Enables all user types2

Gamification is a convivial technology.

Transactional Loyalty Engaged Loyaltyvs.

Be mine.

Ninja

Pirate

Zombie

Gamification’s Dilemma

Me:

Free game:

Slides:

Twitter:

busterbenson.com

bit.ly/game-always-wins

slideshare.net/busterbenson

@busterbenson

Thank you!

Image Credits

Trojan Horse by GoGap: http://www.flickr.com/photos/gogap/253649673/Lego Carcasson by Cal Henderson: http://www.iamcal.com/lego-carcassonne/Cow & Rainbow by Davichi: http://www.flickr.com/photos/davichi/363479293/Friends in Photo Booth: http://www.facebook.com/#!/photo.php?fbid=501226786185Buttons by Chris In Plymouth: http://www.flickr.com/photos/chrisinplymouth/4560360783/Money by Jolly UK: http://www.flickr.com/photos/jollyuk/1989719848Factory by Gilderic: http://www.flickr.com/photos/gilderic/4028494017Game the System by StuckInCustoms: http://www.flickr.com/photos/stuckincustoms/274450953/Farmer Boy by StuckInCustoms: http://www.flickr.com/photos/stuckincustoms/198735994/Linkfarm Girl by Peasap: http://www.flickr.com/photos/peasap/1409590802/Snow Leopard by Keith M Williams: http://www.flickr.com/photos/keithmwilliams/4465380932/Cupcakes of Catan by Quintanaroo: http://www.flickr.com/photos/quintanaroo/sets/72157594450089446/with/339855681/Angry Jack Black by Brian J Matis: http://www.flickr.com/photos/brianjmatis/5115931003/Fighting Tigers by Fpat: http://www.flickr.com/photos/fpat/4242800364/Lego Vegas by M Liu 92: http://www.flickr.com/photos/mliu92/5341626259/Convivial Technology by Stuck In Customs: http://www.flickr.com/photos/stuckincustoms/2945608377/Store Keeper by Cibo Mahto: http://www.flickr.com/photos/cibomahto/2815757070/Soccer Players by Hannah V: http://www.flickr.com/photos/hannah_v/5459039782

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