GAMIFICATIONGAMIFICATION

SP-B

I

2016

PASANG DUNONG

PRESS START

Gamification Dynamic Gamification Mechanic

Gamification Component

Definition History Game Benefits Personality Case studies

TOPIC

FOR THE WINFor the Win

SP-B

I

2012

DAN HUNTER

a faculty member at The Wharton School, University of Pennsylvania

Kevin Werbach

How game thinking can revolutionize your business

DEFINITION01.

Gamification is the concept of applying game mechanics and game design techniques to engage and motivate people to achieve their goals.

Gamification is the use of game thinking and game mechanics to engage users in solving problem

Gamification is used in applications and processes to improve user engagement, return on investment, data quality, timeliness, and learning

The use of game elements and game design techniques on non-game contexts.

Zichermann, Gabe

Herger, Mario

Werbach, Kevin

SP-B

I

TECHNIQUES02.

Gamification techniques strive to leverage people's natural desires for Competition, Achievement, Status, Altruism, Community Collaboration, and many more.

Businesses can use Gamification to drive desired user behaviors that are advantageous to their brand. One common technique of Gamification is to increase engagement by

rewarding users who accomplish desired tasks.

SP-B

I

Gamification is not a game. However, it is undeniable that games have features, elements or components that engage the user.

NIKE PLUS

SP-B

I

NIKE PLUS

NIKE PLUSSP-B

I

HISTORY03.

1896 – S&H Green Stamps. Marketers sold stamps to retailers who used them to reward loyal customers

1973 – Charles Coonradt founds a consulting firm called “The Game of Work,” and brings feedback loops found in sports into the workplace 1979 – MUD1 is created by Roy Trubshaw at Essex University. It was the first multi-user virtual world game

1980 – Thomas Malone publishes “What Makes Things Fun to Learn: A Study of Intrinsically Motivating Computer Games” 1981 – American Airlines introduces AAdvantage, the first frequent flyer program

1983 – Holiday Inn launches the first hotel loyalty program 1987 – National Car Rental launches the first car rental rewards program

1990 – 30% of American households own an NES. A new generation of gamers is born 1996 – Richard Bartle publishes “Who Plays MUAs” which divides video game players into four unique types

2002 – Serious Gaming Initiative forges a link between the electronic gaming industry and training, health, education and public policy 2003 – Nick Pelling coins the term gamification

2007 – Bunchball creates Dunder Mifflin Infinity, a gamified website for the TV show The Office. It receives over 8 million pageviews in six weeks 2009 – Quest To Learn accepts a class of 6th graders into a game-based learning environment

2010 – DevHub adds a points system to its website, and increases user engagement by 70% 2010 – Gamification Co. holds the first Gamification Summit in San Francisco, CA

2012 – 45,000 people enroll in Professor Kevin Werbach’s online gamification course through Coursera 2012 – Mozilla Open Badges initiative is launched. The open source badges can be used to mark accomplishments online

2012 – Gartner predicts 70% of Global 2000 organizations will have at least 1 gamified application by 2014 2014 – M2 Research predicts that gamification will be a 2.8 billion dollar industry by 2016.

SP-B

I

LET’S PLAYLET’S PLAY

SP-B

I

kahoot.it

QUIESTION04.

SP-B

I

What is it about a game that engages the user?

KEY ELEMENTS05.

In this work, Werbach describes the key elements of games as he organizes them into three distinct categories:

SP-B

I

DYNAMICS

MECHANICS

COMPONENTS

3 distinct categories

KEY ELEMENTS05.

In this work, Werbach describes the key elements of games as he organizes them into three distinct categories:

SP-B

I

DYNAMICS

3 distinct categoriesConstraints Emotions Narrative Progression Relationships

5

CONSTRAINTSCONSTRAINTS

SP-B

I

are the limitations or trade-offs that are required in the design process.

01.

EMOTIONSEMOTIONS

SP-B

I

are a driving part of gamification. When considering how emotions drive engagement with games, it is important to realize that people are interacting with the system and people are unique.

02.

NARRATIVENARRATIVE

SP-B

I

refers to the storyline that threads its way through a game.

03.

PROGRESSIONPROGRESSION

SP-B

I

notes the growth and development that occurs as a player navigates a game. As the player engages with the game, their understanding, skills and abilities progress.

04.

RELATIONSHIPRELATIONSHIP

SP-B

I

comprise the last dynamic element. This element considers the social interactions that occur when games are played. These interactions often generate feelings of camaraderie, altruism and status.

05.

SUMMARY06.

SP-B

I

The abstract components that create the Dynamics of a game or gamified system

are key to establishing the framework for an event that has the right mix of features to

motivate users to engage and acquire understanding, new skills and new abilities.

KEY ELEMENTS05.

In this work, Werbach describes the key elements of games as he organizes them into three distinct categories:

SP-B

I

DYNAMICS

MeCHANICS

3 distinct categoriesConstraints Emotions Narrative Progression Relationships

5Challenges Chance Competition Cooperation Feedback Resource Acquisition Rewards Transactions Turns Win States

10

CHALLENGESCHALLENGES

SP-B

I

are the tasks presented that prompt the user to generate a solution.

01.

CHANCECHANCE

SP-B

I

defines the element(s) of randomness in a game. A random event may stimulate a user's curiosity or keep a player engaged as they anticipated the next occurrence of the random event.

02.

COMPETITIONCOMPETITION

SP-B

I

is a common, intuitive mechanic associated with games. One player or group wins while another, or even others, lose.

03.

COOPERATIONCOOPERATION

SP-B

I

The players who work best together to achieve their shared goal often win the game.

04.

FEEDBACKFEEDBACK

SP-B

I

as an element of mechanics in gamification, refers to providing information as to how a player is doing.

05.

RESOURCE ACQUISTIONRESOURCE

ACQUISITION

SP-B

I

is a unique feature of games. As players progress, they often obtain useful or collectible items.

06.

REWARDSREWARDS

SP-B

I

are those benefits a user gets for completing some action or reaching some achievement.

07.

TRANSACTIONSTRANSACTIONS

SP-B

I

are trades between users, either directly or through an intermediary.

08.

TURNSTURNS

SP-B

I

are a familiar mechanic of games. The sequential participation of alternating players keeps a game moving forward.

09.

WIN STATEWIN STATE

SP-B

I

Win states represent an important element of games that describes the objectives that make one player the winner.

10.

SUMMARY07.

SP-B

I

Ultimately, each mechanic ties to one or more dynamics. To be successful in applying Mechanics,

it is important to recognize that they are just one type of design element in the Gamification toolkit.

Whichever Mechanics element is chosen as part of the gamification

effort must match the objectives and goals of the situation.

KEY ELEMENTS05.

In this work, Werbach describes the key elements of games as he organizes them into three distinct categories:

SP-B

I

DYNAMICS

MeCHANICS

COMPONENTS

3 distinct categoriesConstraints Emotions Narrative Progression Relationships

5Challenges Chance Competition Cooperation Feedback Resource Acquisition Rewards Transactions Turns Win States 10

Achievements Avatars Badges Boss Fights Collections Combat Content Unlocking Gifting Leaderboards Levels Points Quests Social Graphs Teams Virtual Goods15

AchievementsAchievements

SP-B

I

(defined objectives)

01.

AvatarsAvatars

SP-B

I

(visual representations of a player's character)

02.

BadgesBadges

SP-B

I

(visual representations of achievements)

03.

Boss FightsBoss Fights

SP-B

I

(especially hard challenges at the culmination of a level)

04.

CollectionsCollections

SP-B

I

(sets of items or badges to accumulate)

05.

CombatCombat

SP-B

I

( a defined battle, typically short-lived)

06.

Content UnlockingContent Unlocking

SP-B

I

(aspects available only when players reach objectives)

07.

GiftingGifting

SP-B

I

(opportunities to share resources with others)

08.

LeaderboardsLeaderboards

SP-B

I

(visual displays of player progression and achievement)

09.

LevelsLevels

SP-B

I

(defined steps in player progression)

10.

PointsPoints

SP-B

I

(numerical representations of game progression)

11.

100

QuestsQuests

SP-B

I

(predefined challenges with objectives and rewards

12.

Social GraphsSocial Graphs

SP-B

I

(representation of players' social network within the game)

13.

TeamsTeams

SP-B

I

(defined groups of players working together for a common goal)

14.

Virtual GoodsVirtual Goods

SP-B

I

(game assets with perceived or real-money value)

15.

SUMMARY07.

SP-B

I

This list is not exhaustive; however, it is representative of many

of the game components used in gamification design.

LET’S PLAYLET’S PLAY

SP-B

I

kahoot.it

GAME BENEFITSgame benefits

SP-B

I

The Benefits of Gamification are many and varies from Industry to Industry. Game Mechanics and Game Features are designed to Boost certain Metrics.

Game features also called Basic Game Elements, are used

to help create Gameplay

GAMIFICATION METRICS02.

These are measurable metrics for success in the Gamification Process.

SP-B

I

ENGAGEMENT

INFLUENCE

LOYALTY

UGC

TIME SPENT

VIRALITY

Gamification Non-Metrics FUN

REVENUE SEO

ENGAGEMENT

SP-B

I

Engagement is by far the most important metric for success in Gamification. For this reason, we've grouped all other metrics under Engagement because it goes without saying that if

Engagement is higher, generally the other metrics will be as well.

Unique visitors Page views per visitor Time spent on site Total time spent per user Frequency of visits Depth of visit Participation Conversions

01.

INFLUENCE

SP-B

I

Gamification can give you influence over your users actions. This can happen over time such as people visiting X page more often because you've incentivized it or built unique content such as quests to promote it

02.

LOYALTY

SP-B

I

Loyalty as a metric can mean many things. Google Analytics would call this a user that returns with great frequency

03.

UGC

SP-B

I

User Generated Content, or UGC, is extremely important to many websites. User Generated content could be pictures, video or other media uploaded or it could be something as simple as comments on a page.

04.

TIME SPENT

SP-B

I

Time Spent is straight forward, each user spends more time per visit than they did before.

05.

VIRALITY

SP-B

I

Virality represents users talking more about your brand, through social networks, direct contact online and word of mouth.

06.

PERSONALITYPERSONALITY

SP-B

I

We use these personality types to help classify Game Mechanics and Game Features to show what type of personality type would best like them.

PERSONALITY TYPES03.

KILLERS

SOCIALITES

ACHIEVERS

EXPLORERS

SP-B

I

Play

ers

Wor

ld

Acting

Interacting

A focus on winning, rank, & direct peer-to-peer competition.

A focus on attaining status & achieving present goals quickly

and/or completely

A focus on exploring & a drive to discover the unknown.

A focus on socialising & a drive to develop a network of friends

& contacts.

Leaderboards, Ranks

Newsfeed, Friends List, Chat

Achievements

Obfuscated Achievements

Richard Bartle 1996

GAME DEISGNGAME DESIGN

SP-B

I

Game Design is critical to successful Gamification, just like in Traditional Gaming

FLOWSP-B

I

GAMIFICATION DESIGN GAME DESIGN

Business Objective Fun Idea Game

Outline Game playDefine Metrics

Define Mechanics / Start Building

Outline “Game play”Define Metrics

Test & Iterate

End Product

LET’S PLAYLET’S PLAY

SP-B

I

kahoot.it

SUMMARYSP-B

I

Gamification is, in fact, a design process. Werbach emphasizes that deploying the

appropriate Mechanics and Components actually comes at the very end of the design process.

The implementation of gamification follows a progression of steps:

SUMMARYSP-B

I

Define (learning) objectives

Delineate target behaviors (assessment goals)

Describe players (students)

Devise activity cycles (beginning --> end; loops; branches)

Incorporate FUN

(Then, finally) Deploy the appropriate Mechanics and Components

CASE STUDIESCASE STUDIES

SP-B

I

HUFFPOSTSP-B

I

AUTODESKSP-B

I

PIZZA HEROSP-B

I

FUTURESP-B

I

SALAMATSALAMAT

SP-B

I