Gamification Designing for Engagement

Shantanu Singh

11th Sept 2013

What is Gamification? What is Gamification?

What is Gamification?

Gamification is applying the mechanics of gaming to nongame activities to change people’s behavior — is an important and powerful new strategy for influencing and motivating groups of people

Goal & Scope Goal & Scope

Goal & Scope

Goal of Gamification is to engage with consumers and get them to participate, share and interact

in some activity or community. Game Activity creates a compelling, engaging user experience. The compelling, motivational nature of this experience is, in turn, increases revenue due to enhanced engagement & loyalty.

And the concept has the potential to solve a variety of problems outside the business world as well, in areas such as:

• Health & Wellness

• Education & Training

• Public Policy & Government

• E-Commerce

• Travel Industry & Social Platforms

How to Gamify? How to Gamify?

How To Gamify?

Gamification : A Design process

• Define your business objectives What is this system designed to accomplish? What are its goals?

Remember, a design has to be purposive.

• Delineate target behaviors What are the target behaviors? What is it that you want people

to do? Gamification is about motivation.

• Describe your players Human-centric, player-centric, that’s the essence of design

and design for Gamification.

• Devise your activity loops There are two kinds of loops that move forward the action in a

gamified system.

• Don’t forget the fun!

They should be fun whether consciously or not for the players, because if not, they’re missing out on a lot

of what makes Gamification potentially so powerful.

• Deploy the appropriate tools

Use the right tools for the right job, the right elements, the right structures and put them into place in the

gamified system.

Tools Used (so far) Tools Used (so far)

Tools Used (so far)

Points

Tracking & Feedback

Badges

Goals, Rewards, Status

Leaderboards

Comparison , Competition

Incentives

Rewards

Design: Framework Design: Framework

Design: Framework

One of the most frequently leveraged framework for Game design is referred to as MDA – Which stands for : • Mechanics • Dynamics • Aesthetics

Game mechanics include:

• Points - Levels Challenges • Virtual goods and spaces

• Leaderboards and Badges • Mission, Gifts and charity

Game dynamics include:

• Pacing • Progressive Unlocks

• Reward Schedules • Dynamic System

Finally, the aesthetics of the system are or how the game makes the player feel during interaction. Game aesthetics can be viewed as the composite outcome of the mechanics.

• Curiosity • Satisfaction • Surprise • Pride & Envy • Fun • Connection

Know your Player Know your Player

Know your Player

Define Player

Motivation: Why People Play

A good working theory for why people are motivated to play games maintains that there are four underlying reasons, which can be viewed together or separately as individual motivators:

• For mastery • To distress • To have fun • To socialize

Player’s Motivation Player’s Motivation

Player’s Motivation

An aspect to understanding player motivations is by questioning where motivations come from. Broadly speaking, psychology has divided our motivations into two groups: intrinsic and extrinsic.

What

We

“Really”

Want

Autonomy

Mastery

Order

Tranquility

Honor

Winning

Meaning

Sensuality

Physical Activity

Romance

Status

Power

Social Contact

Collecting

Acceptance

Family

Our

Basic

Desires

Who am I? The 16 Basic Desires that Motivate Our Actions and Define Our Personalities

~Stephen Reiss

Case Study: Get Glue “The easiest way to find your next favorite thing”

Case Study: Get Glue

Onboarding: “Rate Content to build taste Profile ”

“Explore content & other people”

Case Study: Get Glue

“Discover neighbor who share your taste”

“Become a Guru by interacting

with content”

Case Study: Get Glue

Light weight Quests: “Suggests what to do next ”

Earn stickers for exploring

rating & socializing

Case Study: Get Glue

Like/Comment/Review content to earn points

Leadership board: Showcase

active & engaged users

Other deployments (NIKE)

Nike Plus: Making fitness fun

Where Is It Going? Where Is It Going?

Where Is It Going?

• Gartner Says By 2015, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes http://www.gartner.com/it/page.jsp?id=1629214s

• Research Kart says Gamification industry to grow to a 3.6 billion dollar market between 2012-2017 http://researchkart.wordpress.com

Warning! Hype Cycle Ahead Warning! Hype Cycle Ahead

Warning! Hype Cycle Ahead

What

Can

I

Achieve

Benefits Benefits

Benefits

What

Can

I

Achieve

Thank You !

Thank You !

Thank You !