gamification workshop

gabe zichermann@gzicherm

Gamification.Co

Gamification is: the process of using game thinking and game mechanics to solve

problems and engage users

GAMIFIED EXAMPLES

NISSAN LEAF

FORD FOCUSTOYOTA PRIUS

AUTOMOTIVE GAMIFICATION

HONDA INSIGHT

NEXTJUMP

RYPPLE FEEDBACK, GOALS & 360 EMPLOYEE ENGAGEMENT

50% OF ALL INNOVATION PROCESSES WILL BE GAMIFIED BY 2015-GARTNER

Recency

Frequency

Duration

Virality

Ratings

ENGAGEMENT

ESCORE

MOTIVATION

"OUR LARGEST COMPETITOR IS ZYNGA"-PREMAL SHAH, KIVA

gamification is not just

GABE ZICHERMANN

TEXT

CHAIR, GAMIFICATION SUMMIT:GSUMMIT.COM

AUTHOR “GAME BASED MARKETING”“GAMIFICATION BY DESIGN”EDITOR GAMIFICATION.CO

ADVISOR & MENTOR SPEAKER, 25+ EVENTS/YEAR

http://gsummit.com

GAMIFYING ON THE LEADING EDGE

THE WORLD’S TOP BRANDS, AGENCIES AND STARTUPS ARE HARNESSING THE POWER OF GAMIFICATION ACROSS A WIDE

RANGE OF INDUSTRIES

MY COMPANY...IS DEVELOPING...TO SOLVE PROBLEM...FOR USER...WITH SECRET SAUCE...

MAD LIBS

WRITE THE PLAYER STORY

WRITE THE STORY OF ONE PLAYER IN ONE PARAGRAPH, e.g. “SUSAN IS A 30 YEAR OLD WORKING MOTHER WHO LIKES THEATRE AND THE NEW YORK TIMES ON SUNDAY...”

WHY PEOPLE PLAY

MASTERYDE-STRESSFUNSOCIALIZING

FOUR TYPES OF FUN

HARD FUN

EASY FUN

ALTERED STATES

SOCIAL FUN

LAZZARO “WHY WE PLAY GAMES”, 2004

WHAT'S FUN TO YOU?

BARTLE’S PLAYER TYPES

ACTING

INTERACTING

PEOPLE ENVIRONMENT

KILLER

SOCIALIZER

ACHIEVERS

EXPLORERS

design or serendipity?

SOCIAL: 80

EXPLORE: 50

ACHIEVE: 40

KILL: 20

AVERAGE: MUTUALLY INCLUSIVE

MY SCORE: WHAT’S THEIRS?

FLOW / “IN THE ZONE” (CZIKSZENTMIHALY)

REINFORCEMENT SCHEDULES

THE TYRANNY OF CHOICE (SCHWARTZ, 2004)

INTRINSIC VS EXTRINSIC MOTIVATION

DAN PINK- CASH IS A WEAK MOTIVATOR FOR COMPLEX TASKS

DR JOHN HOUSTON - COMPETITIVE PEOPLE ARE SELF-DESTRUCTIVELY COMPETITIVE

OVERJUSTIFICATION, REPLACEMENT - REPLACING INTRINSIC WITH EXTRINSIC REWARDS IS EASY

OLD BELIEFS:INTRINSIC IS BETTER THAN EXTRINSIC

WE DON’T KNOW WHERE INTRINSIC COMES FROM

INTRINSIC CREATES GREATNESS, EXTRINSIC IS A SKINNER BOX

GOOD DESIGN FEELS INTRINSIC

PROGRESSION TO MASTERY: A THEORY

NOVICE

PROBLEMSOLVER

EXPERT

MASTERVISIONARY

STAGES OF MASTERY

RANK TOP 5 USER ACTIONSADVOCATE

ARGUE

COMMENT

COMPARE

COMPETE

CURATE

EXPLORE

EXPRESS

FLIRT

GIVE

GREET

HARASS

HELP

JOIN

LIKE

POKE

RATE

READ

RECOMMEND

SHARE

SHOW OFF

TAUNT

VIEW

VOTE

RANK THE 5 USER

ACTIONS YOU MOST WANT YOUR USERS TO TAKE

NOVICE

PROBLEMSOLVER

EXPERT

MASTERVISIONARY

PLACE TOP 5 SOCIAL ACTIONS

gamification and the enterprise

gabe zichermann@gzicherm

Gamification.Co

http://gsummit.com