Gamification and Stuff
Andrzej MarczewskiGamification Evangelist
@daverage
2Copyright © Capgemini 2012. All Rights Reserved
Gamification and Stuff
Gamification n. Blah Blah Blah (Jesse Schell)
The application of game mechanics to non game tasks to improve motivation, promote engagement or to drive desired behaviours.The standard description
Gamification is the strategy which takes behaviour-motivating mechanics from traditional and social games, and applies these mechanics to non-game experiences.Scott Schnaars, the GM of EMEA at Badgeville
The use of game attributes to drive game-like player behaviour in a non-game context with predictability. Michael Wu Ph.D., Chief Scientist at Lithium Technologies Inc.
Gamification n. A stupid term invented by ninnies to describe half-assed attempts to make boring things more interesting.Jesse Schell, Games Designer and Author of The Art of Game Design
3Copyright © Capgemini 2012. All Rights Reserved
Gamification and Stuff
The Tool Kit - PBL
Badgers, trophies, awards, tangible rewardsE.G. Foursqaure, Mint
Points, experience, credits, virtual currency, real currencyE.G. Loyalty Cards, Nike+
Leader boards, ladders, league tables, score boardsE.G. Foursquare, Salesforce
There is a lot more to it than that though
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Gamification and Stuff
Motivate Me!
Autonomy We like to have choices and control
Mastery We like to feel that they are progressing and improving
Purpose We like to feel that there is a reason or a goal
Daniel Pink, Author of Drive, gives us the following drivers for human motivation
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Gamification and Stuff
Introduction, user engagement, loyalty and retention
Steve Bocska, President and CEO of Vancouver-based Pug Pharm Productions
User Involvement, Commitment & Loyalty
Bra
nd
Val
ue
Use
r V
alu
e
“The Loyalty Chasm”
CAPTURE RETENTION ACTIVATION
LOYALTY BACKLASH! !
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Gamification and Stuff
Badges can be bad, but not always
“Engagement-contingent, completion-contingent, and performance-contingent rewards significantly undermined free-choice intrinsic motivation”
Deci. et al, 1999
Points and Badges should recognise an achievement, not be the achievement
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Gamification and Stuff
The Tool Kit – Into the Intrinsic
Pride / Ego
People take pride in what they do and in being recognised for it.
Meaning / Purpose
People want to feel there is a reason to do things.
Altruism / Charity
People like to feel that they are adding to the greater good.
Productivity / Momentum / Flow
People like being productive they just get into the groove.
Feedback
People love feedback, it helps them to understand their progress.
Choice
People want to feel that they have control of the outcome.
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Gamification and Stuff
Fun n. Enjoyment, amusement, or light-hearted pleasure
Fun is subjective
If done wrong it may seem patronising
You can’t force people to have fun
As Mary Poppins said “In every job that must be done, there is an element of fun. You find the fun, and – SNAP – the job’s a game!”
Playful design can improve UX
If done well, the worst that can happen is no one notices
It is worth trying
9Copyright © Capgemini 2012. All Rights Reserved
Gamification and Stuff
A simple framework
I know WHAT I am going to Gamify
I know WHY I am gamifying it
I know WHO will be involved
I know HOW I am gamifying it
I have ANALYTICS set up
I have TESTED with users
I have ACTED on feedback
I have RELEASED the solution
Remember
Think like a games designer
Try to make it voluntary
Plan for CHEATERS
INTRINSIC > extrinsic
Don’t be EVIL
Remember the FUN
“Lots of things have the bells and whistles, but not the heart of a game”Jane McGonigal
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Gamification and Stuff
Get in touch
Andrzej Marczewski
marczewski.me.uk
@daverage
Gamification is one tool to increase engagement, enjoyment and
broken system is a like putting a long hairy
tail on a rabbit and calling it a monkey. It’s not going to work and it isn’t going to fool anyone.
motivation. However, throwing game elements at a fundamentally
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