Gamification Presentation for SocialNow.org - The Extended Cut

GamificationWhat, Why and How

Andrzej Marczewski

marczewski.me.uk

@daverageMe with short hair

© Andrzej Marczewski 2013

The First of Three Presentation Slides

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Gamification What, How and Why

What: The application of game metaphors, elements and thinking to non game contexts and tasks

Why: To increase engagement, motivation, productivity, enhance user experience, support learning, influence behavioural change and more

How: Balanced use of game thinking, elements and psychology to support intrinsic motivation (RAMP: Relatedness Autonomy Mastery Purpose). Also think about Goal setting, Feedback and Triggers

Not: A magic bullet. It’s not just tacking points, badges, leaderboards onto a system nor is it making everything into games!

Examples: Waze, Foursquare, Khan Academy, Samsung Nation, The Innovation Pool (Scottish Water), The Innovation Pipeline (AT&T)

Gartner: By 2014, more than 70 percent of Global 2000 organizations will have at least one "gamified" application. By 2014, 80 Percent of Current Gamified Applications Will Fail to Meet Business Objectives Primarily Due to Poor Design. By 2015, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes.


It’s not a Magic Bullet

Gamification is one tool in a host available to you to increase engagement, enjoyment and motivation and all that good stuff.

It’s not magic bullet though, throwing game elements at a fundamentally broken idea is 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.

Andrzej Marczewski

marczewski.me.uk

@daverage

GamificationWhat, Why and How – Extended

Cut

Andrzej Marczewski

marczewski.me.uk

@daverageMe with short hair


What?

The application of game metaphors, elements and thinking to non game contexts and tasksMy 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


Why?

Because lots of other people are doing it or at least looking at it!

Gartner predicts that by 2014, more than 70 percent of Global 2000

organizations will have at least one "gamified" application

They also predict that by 2015, 40 percent of Global 1000 organizations will

use gamification as the primary mechanism to transform business operations.

Companies like SAP, Accenture, Capgemini, Nike and Deloitte are already

making huge use of it

A recent free course in gamification had over 80,000 people register

Of them, over 8280 received certificates (70% or higher on assessments)

Gamification can lead to useful metrics


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


How: The stuff you will have seen

Badges, 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


How: The other stuff

At its core, gamification is about the application of behavioral psychology, using ideas and elements found in game design. Things like Goal setting, Feedback and Triggers are all vital. Remember, people dislike the feeling that they are being used.


Gamification User Types

Thank You

Andrzej Marczewski

marczewski.me.uk

@daverage

Gamification Presentation for SocialNow.org - The Extended Cut

Business

andrzej marczewski

game elements

application of game

art of game design

game contextsand taskswhy

balanced use of game

percent of global

percent oforganizations