gamification, motivation and loyalty
TRANSCRIPT
Gamification, Motivation
and Loyalty
Andrzej Marczewski
@daverage Gamified.uk
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Level 1What is
Gamification?
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What people think
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Reality
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What is Gamification?
It is not about turning everything into a video game!
The application of game mechanics to non game tasks to improve motivation, promote engagement or to drive desired behaviours.The standard description
The process of making activities more game-likeProf Kevin Werbach
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: A Book of Lenses.
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In a nutshell
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Level 2Why should
we care?
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Why Gamify? - Headlines
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Why Gamify? - Really
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Level 3Some basics
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The Usual Suspects
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Feedback
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In-TimeMeaningful
Relevant
Rewards /
Feedback
Level 4People &
Loyalty
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What motivates people?
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Base
Emotional
Trivial
Relatedness
Mastery Purpose
Autonomy
Security Physiological
Needs
Badges
PointsLeaderboards
Prizes
Health
Bonuses
Safety
People are all different
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Disruptor
Player
Change
Reward
Marczewski’s User Type Hexad © 2015
Loads of game inspired ideas
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This is not loyalty
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Real loyalty
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Put them at the centre of everything.
Give them value and value them.
Give them a reason to trust you.
Give them quality service.
“Real loyalty is a little
bit like love – it is
irrational and hard to
find.”
Level 5
Who uses it?
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Examples
Recycle Bank
Zombie Based Learning
Super Better
Harrods
Fitness Apps / Bands
Genes in Space
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GAME
Bonus Round
Take aways &
Questions??
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Takeaways...
Gamification is not a magic bullet.
Games are powerful.
Game mechanics can engage
users over short periods.
All users are different.
Loyalty takes more than bribery!
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Game Over man,
Game over!
Andrzej Marczewski
@daverage
Gamified.uk
Thank you