Merging media access 360 roi workshop gamification 3.0
-
Upload
scott-dodson -
Category
Entertainment & Humor
-
view
803 -
download
2
Transcript of Merging media access 360 roi workshop gamification 3.0
Scott Dodson
COO, Product Owner
Bobber Interactive, Inc.
ROI workshop real-time game layer!
http://bit.ly/MMaccess360
@Gamebiz mentions
@RochelleGrayson mentions
#MMAccess360 mentions
To View: http://bit.ly/MM360
Me
Me Me
Me
Chronic Entrepreneur
Used a Game Layer
/Layer of Abstraction
Playful Perception
Mind numbing jobs
Dating
Holding a conversation
Sales – Cold Calling
Raising Angel/VCMoney
Game layers worked.
Weren't manipulation
OMFG
Choco-fication!
Credit: Jesse Schell: The
Pleasure Revolution
Credit: Jesse Schell: The
Pleasure Revolution
Credit: Jesse Schell: The
Pleasure Revolution
Credit: Jesse Schell: The
Pleasure Revolution
Credit: Jesse Schell: The
Pleasure Revolution
Unicorn poop is still poop
Rewards can Backfire
You’re doing it wrong
The Right Road…
Becoming Ninja Gamifiers
<Ninja Level 11: Cat>
Pleasure is… CONTEXTUAL
Credit: Jesse Schell: The
Pleasure Revolution
Pleasure is… CONTEXTUAL
Credit: Jesse Schell: The
Pleasure Revolution
Concrete : Explicit
Extrinsic Intrinsic
Creative : Imaginative : Abstract
Engagement Layer
Continuum
Copernican Turn
Copernican Turn
Copernican Turn
User
Viewer
Customer
User
Customer
Viewer
Media/Brand
Copernican Turn The Media/Brand set the terms of engagement
Copernican Turn New engagement methods are needed
App Brand
Property
Site Service
Media
User, Viewer,
Customer
The Challenge
Great games are hard enough:
Only 4% of games that go into production are
profitable
Add a “real world” activity and you multiply
the difficulty of success
Often not enough just to have the “form of a
game”
Design for sustained engagement
“Playing a game is the voluntary attempt to overcome
unnecessary obstacles” – Bernard Suits
A Goal
Rules
Voluntary
Obstacles A Feedback
System
Credit: Jane McGonigal:
Reality is Broken
Designing for Sustained Engagement
I. Establish a different user “contract”
A game is voluntary framework for the user experience
Obstacles desirable!
Eustress / Satisfying Work
Designing for Sustained Engagement
II. Design for flow; segment the experience
Mihalyi Csikszentmihalyi Amy Jo Kim
“Domain Resonant” Implementation
1 2
3 66% more people than normal chose
the stairs over the escalator.
+
=
“Domain Resonant” Implementation
Designing for Sustained Engagement
III. Embrace the Domain; know the Audience
Corollary: Build the right team
Two Types of Motivation
Extrinsic Motivation – Behavior that is
motivated by contingencies (rewards,
punishments) that are separate from the
enjoyment of the activity itself
Intrinsic Motivation – The activity itself
is its own reward because it is inherently
satisfying. In particular, humans have
specific intrinsic needs that motivate.
3 Drivers of Intrinsic Motivation Scott Rigby - Immersyve
• Feeling “good at”
• Expanding capability
• Learning
• Mastery
COMPETENCE
• Freedom and agency
• Exercising volition
• Choosing
• Many opportunities for
action
AUTONOMY
• You matter to others ,they
matter to you
• Meaningful connections
• Competitive, cooperative,
• Even removed: characters in
a book or movie, developers
of an app.
RELATEDNESS C A R
Competence, Autonomy & Relatedness: most
reliable predictors of engagement
• Multiple longitudinal studies with
20,000+ subjects
• Underlying psychological causality
vs. solely outcome metrics (e.g.,
“clicks” or “fun”)
PENS predicts
sustained engagement...
“Fun” does not.
(PENS) Methodology: Personal Experience of Needs Satisfaction
Approach uses statistical regression analysis to predict long-term engagement
Competence, Autonomy,
Relatedness
Predictive power with
p values <.01
Month 1 Month 12
PENS design: Competence
Scaled challenges (flow)
Clear & juicy feedback
Level=expanded capabilities
PENS design: Autonomy
Mechanics of Choice and Opportunity
Open Environment - Playground
Progression choices (focus, tree-structure)
Sense of purpose/volition
PENS design: Relatedness You matter to others, they matter to you
Competitive cooperative
Reciprocity awesome; synchronicity, meh
Player to Player; P2NPCs; P2Dev; P2Brand
Clear effort applied on my behalf=Relatedness
Hey! It’s the
Hero of Kvatch!
I can’t believe it!
Wow!”
“…Brave,
brave Sir
Robin…”
Framework/Context Critical
Pitfalls of Behavioral AB testing
Why we take action is as important as that
we take action
Discomfort ≠ Sustained Engagement
Kill the puppy
Spam my friends
Effectively balancing user experiences across the motivation
continuum can further reinforce sustained engagement
Amotivation Extrinsic
Motivation
Intrinsic
Motivation
External
Regulation Introjection Identification Integration
REGULATORY STYLES
ASSOCIATED PROCESSES:
PERCEIVED LOCUS OF CAUSALITY:
Impersonal External Somewhat
External
Somewhat
Internal
Internal Internal
• Perceived non-
contingency
• Low perceived
competence
• Non-relevance
• Non-intentionality
• Salience of
extrinsic rewards
or punishments
• Compliance /
reactance
• Ego
• Involvement
• Focus on approval
from self and
others
• Conscious valuing
of activity
• Self-endorsement
of goals
• Hierarchical
synthesis of
goals
• Congruence
• Interest and
enjoyment
• Inherent
satisfaction
Motivation Continuum
Autonomy
Support
Control
Amotivation
External
Regulation
Identified
Regulation
Introjected
Regulation
Intrinsic
Motivation
Persistence
10 mo.
Persistence
22 mo.
-.38
.44
.54
.25
-.41
.34
-78
.28
.48
.35
.28
.43
.21
-.28
-.67
-.87
Manager’s
Autonomy
Supportiveness
Autonomy Orientation
(Individual
Differences)
Work-Related
Autonomy
Competence
Relatedness
Work
Performance
Evaluation
Well-Being
and Mental
Health
.57 .24
.14 .57
(N=495; Baard, Deci & Ryan, 2004)
Autonomy supportive environments are consistently associated
with persistence over sustained periods of time Case Examples: Coaching and Wall Street
Persistence as a
function of coaching
climate and motivation
Analysis of intrinsic-need-
satisfaction model of work
performance and adjustment:
Even on Wall Street
Extrinsic goal Intrinsic goal
Fru
it E
ati
ng
20
18
16
14
12
10
8
6
4
2
0
Autonomy-
support
Internal
control
How goal messages are framed – intrinsic vs. extrinsic – makes a significant difference
in desired outcome
Case Example: Healthy Behavior Change Impact
• Controlling versus autonomy supportive language
• Intrinsic versus extrinsic goal focus / framing
- Intrinsic Goal Frame:
“Adolescents who eat well, are more likely
to be fit and remain healthy at later age.”
- Extrinsic Goal Frame:
“Adolescents who do eat well are more
likely to be physically appealing and look
younger at later age.”
Interaction effect of Goal Framing (Intrinsic vs. Extrinsic) by Social Context
(Autonomy Support vs. Control) in the Prediction of Maintained Fruit Eating After
Controlling For Baseline Levels in Fruit Eating
Designing for Sustained Engagement
IV. Motivational Psychology
Intrinsic needs satisfaction
Summary for sustainability
I. Establish “Game” as the user framework (voluntary)
II. Design for Eustress & flow; segment the experience
III. Game designer must embrace the domain
IV. Focus on satisfying Intrinsic needs
Concrete : Explicit
Extrinsic Intrinsic
Creative : Imaginative : Abstract
Engagement Layer
Continuum
Concrete : Explicit
Extrinsic Intrinsic
Creative : Imaginative : Abstract
Engagement Layer
Continuum
Sensation
Fantasy
Discovery Laughter
Story
Challenge
Thrill
Triumph
Expression
Credit: Jesse Schell: The
Pleasure Revolution
You CAN make your experiences
better
Ask yourself these simple
questions:
Given what I know about my
guests…
Why will they like this
experience?
How can I get them to like it
more?
Credit: Jesse Schell: The
Pleasure Revolution
ROI
ROI- Definition
Return/Investment
expanded
marketing
factoring “intangibles”
ROI- Broad Definition
Driving any metric the business or client is willing to assign (or can calculate) a specific monetary value
Challenges in calculating value:
Image Labeler (Google)
The Fun Theory (VW) ($250-$500K)
Bobber examples (401K provider, C.C. comp)
Goal is to understand and move critical business metric(s)
Specific value calculation not in the scope of this workshop
Value of Traffic
Page Views: how many people visited pages with
ads, and saw ads on them.
Page CTR: Clicks ÷ Page Views (%).
How good & well placed your ads
CPC/CPA: Avg. amount of money you are
earning (or paying) per click/action.
Page RPM : the average amount of money you
are earning per 1000 Page Views
$1.00 not bad. 1% conversion (10 clicks)*$0.10/click
CPC- Cost & Revenue
CPC : As cost: when trying to acquire users Reducing CPC increases ROI
Increasing conversion (after click) increases ROI
CPC As revenue: Avg. amount of money you are earning per click. Increasing CPC increases ROI
So does increasing clicks- duh
Rates depend on what advertisers are paying. Factors include:
○ Topic of your site
○ Demand
Sometimes goes up wildly, but only rarely.
CPC- sample rates
“Buy side”
Our Facebook experience $.50-$2.50
Average ~$1.00
Gamification is working:
Bunchball, BigDoor, Badgeville
150mm users
Views 2x
Time 2x
Virality 30%
$ +50-250%
Some simple calculations
High variance in Conversion metrics
Impact of relevance (site content & offers) is huge
Page Views & Time on site while not identical track together (and have similar impact).
2X either (but only count one) ≈ 50%-100% increase in conversion (don’t get full credit)
Virality “full credit” or better.
Peer recommendations much more effective
“Viral” users group together
30% virality ≈ 30%+ incremental revenue
30% virality = 43% more users for same cost
Implementations & Case Studies
Anybody?
LeaderBoarded
Bunchball
Big Door
Badgeville
LeaderBoarded
Bobber
LeaderBoarded
Bunchball
Live Ops
Call center tying achievements to skills
Reinforcing competence
90% participation
15% Call time reduction & 8-12% sales Increase
Photoshop Trial users into purchasers
Salesforce (optional)
BigDoor
Big Brother
http://www.wetpaint.com/
http://www.bigkrit.com?bd_cohort=true
Badgeville
Beat the GMAT
Badgeville
Badgeville
Samsung
Bobber GoalCard: Debit card rewards
“PFM (personal financial management) light”
Bobber
Metric: Repeat engagement Metric: Wallet share Metric: Viral sharing / referrals Metric: Financial education
Virtuous cycle between financial behavior & literacy and
extrinsic rewards
Small Group Gamification Exercise
Gamify our TV & Web property “Agri-court” a reality based show where residents of a rural farming community get their disputes resolved by a colorful mediator
Objectives Drive viewership
Generate virality / sharing on social media
Deliverable: Group lead will present one to three ideas for
implementation
Challenge: Curveballs Ahead!
Small Group Gamification Exercise
Curveball #1
“’Great News!’ We got a huge sponsor”
New Objective: Drive increased
pomegranate juice consumption & sales by
the viewers of the show
Small Group Gamification Exercise
Curveball #2
“Great News!”
“We’re getting a new “expert” to lead the
team!”
Thank You!
/scottcdodson
First Name at bobberinteractive.com
@Gamebiz
Credits
Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan)
Jane McGonigal- Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D. Berkeley
Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg University
Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at the University of Chicago
Amy Jo Kim- designer of social gaming systems, PHD University of Washington
Wanda Meloni, M2 Research: http://slidesha.re/gg49nb
Dr. Byron Reeves of the Department of Communication at Stanford &
J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement
David Edery Principal, Fuzbi co-author with Ethan Mollick of Changing the Game: How Video Games Are Transforming the Future of Business
Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/ Chair of Gamification.co
James Currier of Ooga Labs who also credits Clay Shirky and Bret Terrill
Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw The pleasure revolution: http://www.youtube.com/watch?v=4PkUgCiHuH8
Keith Smith, & Carrie Peters of BigDoor.
Rajat Paharia & Mike Earhart of Bunchball
Scott Schnaars & MattHart of Badgeville
Eric Eastman, John Bito, Nathan Affolter, Jason Griffith, Jimmer Sivertsen, Julie Hill & Mike Kerr of Bobber
My sincere apologies to anyone on this list or otherwise who feels they were not properly credited. Kindly point out my error and I will edit accordingly.
More Domain Specificity
More from thefuntheory.com
Thanks again!
/scottcdodson
First Name at bobberinteractive.com
@Gamebiz