Post on 21-Oct-2014
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The Power of Full Engagement
Average Age of Video Game Player A. 15
B. 25
C. 35
D. 45
E. 55
Source: Entertainment Software Association (2012)
GAMIFICATION: Game-inspired tactics
to engage people
Humorous Videos
Quiz Puzzle
Off-line Challenge
SMALL STEPS
Fun Not Fun
Entertainment -Driven
Purpose-Driven
Percent of Gamers Who Are Women A. 7%
B. 17%
C. 27%
D. 37%
E. 47%
Source: Entertainment Software Association (2012)
Behavior change & habits
Clear goals/metrics/data Experiment & replay
Memorable learnings
WHY GAMIFY: Improved outcomes
Feedback
Fun Friends
Flow
WHY GAMIFY: Deeper engagement
Awareness Understanding Commitment Action
Traditional Engagement Levels
Awareness Understanding Commitment Action
Awareness Action Understanding Habit Mastery
Gamified Engagement Levels
Design-Thinking Principles
• Purposeful
• Human-focused
• Balance of analytical and creative
• Iterative
• DEFINE business objectives
• DELINEATE target behaviors
• DESCRIBE your players
• DEVISE activity loops
• DON'T forget the fun!
• DEPLOY appropriate tools
Source: Kevin Werbach, Wharton professor, author of For the Win
DEFINE business objectives
American Adults with Cell Phones A. 57%
B. 67%
C. 77%
D. 87%
E. 97%
Source: Pew Internet
Adult Cellphone Users with Smartphones
A. 25%
B. 35%
C. 45%
D. 55%
E. 65%
Source: Pew Internet
DELINEATE target behaviors
DESCRIBE YOUR PLAYERS (Bartle, A. Kim, Burnham)
Achieve
Socialize
Impact
Explore
Outcomes
People
Process
Things
Achieve
Socialize
Impact
Explore
Outcomes
People
Process
Things Compete
Win Challenge Compare
Level Up High Score
Reputation Status
Kill/Conquer Heal
Create Build Design
Comment
Collaborate Curate
Help
Greet
Share
Discuss
Like Rate Collect
View
Vote
Rewards
Review
DESCRIBE YOUR PLAYERS (Bartle, A. Kim, Burnham)
Easter Egg
Receive Likes
DESCRIBE YOUR PLAYERS (Bartle, A. Kim, Burnham)
Achieve
Socialize
Impact
Explore
Outcomes
People
Process
Things
DEVISE activity loops: plan for ongoing engagement
US/UK Adults Who Played a Mobile Game in Past Month
A. 4%
B. 14%
C. 24%
D. 34%
E. 44%
Source: Forbes 6/12
People Fun
Easy Fun Hard Fun
Serious Fun
DON'T forget the fun! Source: Nicole Lazzaro
DEPLOY appropriate tools
Rewards • Tangible vs. intangible
• Expected / unexpected
• Contingency
• Extrinsic vs. intrinsic
“…when the tasks involve higher levels of cognition or creativity, the monetary incentives actually stifle performance rather than drive it."
Feedback
Growth & Development Information
Teaching & Self-Expression
Intrinsic Motivation: Mastery
Purpose: Corporate Citizenship
Purpose: Impact & Influence Autonomy
Relatedness
Other Intrinsic Motivations
• DEFINE business objectives
• DELINEATE target behaviors
• DESCRIBE your players
• DEVISE activity loops
• DON'T forget the fun!
• DEPLOY appropriate tools
Source: Kevin Werbach, Wharton professor, author of For the Win
True or False?
Most gamers play alone.
Source: Entertainment Software Association (2012)
Pitfalls • Privacy
• Pointsification
• Conflict/duplication with existing management and incentive structures
• Overemphasis on extrinsic rewards - Hedonic treadmill - Over-justification
• Overemphasis on competition
• Overemphasis on status
• Running games constantly and wearing out the fun
• “G word” can turn off some people
Is Gamification right for my business issue?
• Motivation: Are you amplifying motivations for behaviors already intrinsically valuable to players?
• Meaningful choices: Are the target activities interesting?
• Structure: Can behaviors be modeled through algorithms?
• Potential conflicts: Can you avoid duplication or tension with other motivational structures?
Source: Kevin Werbach, Wharton professor, author of For the Win