GAMIFICATION

Gamifica(on: the use of game mechanics in a non-game context to increase engagement

Presentedby:SeanAhern09.03.16

NEUROLOGICAL GOALS ‘FLOW’ (TheTRAP)In‘thezone’

FullmentalcapacityHeightenedsenses

Increasedbrainac<vityIncreaseddopamine

GoldenHandcuffs

‘FIERO’ (TheBAIT)

AdversityovercomeOrganicrewards

SmilingorlaughingOppositeofdepressionFloodofdopamine

HighlyAddic<ve

PRIMARY SUCCESS METRICS %Engaged: ___ % Timeengaged: ___ seconds

Highlights:KoreanPopwebsite-‘fanlevels’.Scorepoints-enterintodraws.Winmerchandiseandmeetcelebs.CoreFiero:Provehowmuchofafanyouare.Results:+24%traffic,+35%comments,+104%shares.

Fan Badges

#Glastonburied Highlights:Glastonbury<cketsgiveaway.SponsorEEcreatedatreasurehunt.Theypostedloca<onpicsandclues.CoreFiero:KnowtheGlastonburygrounds.Results:AUer1day:3,000tweets,500retweets,300kreach.

Heineken Star Player Highlights:ChampionsLeaguesponsorship.Heinekencreatedanappgame.Letfansguesswhat’snext.CoreFiero:Proveyouknowfootball.Results:1mdownloadsinyear1,+78%brandmen<ons,63%usersretained.

OUR NEEDS

Iknowmyworth

Peoplerespectme

Friends&Familyloveme

I’msafeandsecure

Myphysicalneedsaremet

Maslow

Understand → curiosity Success = Competency

Connect → empathy Success = Personal Relations

Survive → fear Success = Autonomy

Self-Determination Theory

WHAT IS FUN?

(StolenfromAmyJoKim-CEOofShufflebrain)

Unde

rsta

nd Connect

COMMON FIERO EXAMPLES EXPRESS -  Open-canvassDesign(MinecraU)-  Func<onalDesign(TheSims)-  Strategy&Planning(AngryBirds)-  SpeedandAccuracy(Halo)-  Mul<pleChoice(Fallout)

EXPLORE-  Hoard&Collect(AirMiles)-  Find&Locate(Where’sWaldo)-  Test&Upgrade(FTL)-  Advance&Progress(LinkedIn)-  PuzzleSolving(Portal)

COMPETE -  Head-to-headGames(Chess)-  Team-to-teamGames(Rugby)-  Badges&Titles(StackOverflow)-  SkillMeasures(Golf)-  Cumula<veScores(Twiger)

COLLABORATE -  Synchronise(WorldofWarcraU)-  CommentandShare(Facebook)-  ChatwithLikeMinds(Reddit)-  HelpandAssist(Farmville)-  Influence&Debate(boards.ie)

COMMON FLOW CATALYSTS ‘QUEST’ LINES -  Maintainconstantchoiceofchallenges-  Increasesfieroaddic<veness

OWNERSHIP & PROGRESSION -  Feelingofownershipincreasesfieroeffect-  Widerchoiceforprogressionincreasesownership

ADDING CHANCE -  Chanceincreaseseffectofbothflowandfiero-  Increaseinchancerequiresincreaseinrepeatability

GAMIFICATION SUCCESS STORIES EngageResearchSurveys:+50%more<mespentperQues<on98%responseratewith+100%morewordsused+80%posi<vefeedbackLiveOpsCustomerCare:+12%sales-15%<mespendoncalls+23%efficiency+9%CustomerSa<sfac<onSharedServicesLink.comfinancewebsite:+108%traffic9.3%conversionrateSharedatleastonceby20%ofengagedplayers

SAPCommunityNetwork:+400%siteac<vity+2,210%helpcontribu<ons+96%userfeedbackFoldItEnzymeResearch:15year-oldproblemcrackedin10daysAIDSretroviruspar<allymapped240,000untrainedusersHeinekenStarPlayer:1m+downloadsin1month77.6mimpressionsAvg56mins/gameengagement2/3playersbecameadvocates

FURTHER READING hgp://www.impulsa<onHQ.com/hgp://www.yukaichou.com/hgp://www.amazon.co.uk/Reality-Broken-Games-Beger-Change/dp/0099540282hgp://www.amazon.co.uk/Theory-Game-Design-Raph-Koster/dp/1449363210/