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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