why this works
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Why This Works. Driving Greater User Engagement through Gamification. Introduction. Game Designer. Top Chef TV Series. Good Chef: Executes recipes flawlessly Top Chef: Understands ingredients Deconstructs recipes Able to create, given unusual circumstances. - PowerPoint PPT PresentationTRANSCRIPT
Why This WorksDriving Greater User Engagement through Gamification
Introduction Game Designer
Top Chef TV Series
Good Chef: • Executes recipes flawlesslyTop Chef: • Understands ingredients• Deconstructs recipes • Able to create, given unusual circumstances
Game design is like cooking. Instead of ingredients you have mechanics.
Why Gamification? What is it good for?
Everyone has problems. Everyone has metrics to drive.• Participation• Content Creation• Sharing• Registration
But what if I told you everyone has the same 3 problems?
• Adoption• Activity• Retention
• Purchases• Stickiness• Software Adoption• Time on Site
• Turnover• Onboarding• Productivity• etc.
We’re chasing the same 3 rabbits
Incentive to participate
Incentive to do more
Incentive to stay
Solution: Gamification? Goal: Adoption, Activity, Retention
So we have a goal, and we’ve been told gamification can solve it, but how?
Not like this:
Themed gem-swapping game! Avatar Builder!
Not like this:
Gamification ≠ Game All about Context
Gamification is not adding games to your customer experience.• Games contain their own objectives, goals, metrics and rewards
Adding a Game is a ‘Change of Context’• a.k.a. the quickest way to kill credibility with your audience
If you add an X-box to the office break room,
• You didn’t gamify work.• You gave your employees something else
to do, instead of working.
Gamification is…
So if Gamification isn’t games, what is it?
Gamification is:Game Techniques integrated into a non-game experience
Like This:
But those things aren’t new!
Or This:
A Turning Point in Time What Changed?
Gamification is an old idea. So why is it a big deal now?
Technology Lifestyle Psychology
X XTechnology and Lifestyle enable gamification to succeed.Psychology is the reason gamification succeeds.
Psychology of Games ‘Fun’
When we talk about the psychology of games, we’re basically talking about the things that people find ‘entertaining’ or ‘fun’.
There are a lot of things that make games ‘fun’ but to keep it simple, I like to break it down into these three primary categories:
FantasyChoiceGrowth
Fantasy Choice Growth
The ‘Fun’ of Games 3 Categories
• Strategy• Control• Expression
• Learning• Challenges• Social Connections• Order
• Imagination• Stories• Roleplaying
Monopoly Board Game A simple example
Fantasy
Choice
Growth
I’m rich! I’m powerful! I’m a tycoon
Defeat your rivals! Watch a fortune, amass! Build Houses into Hotels!
Do I trade Pennsylvania for Marvin Gardens or hold out for Pacific? Do I want to be the dog or the racecar?
Application: Gamification What works?
But remember, Gamification is not games. Not everything translates
–escapism is usually counter-productiveFantasy
Choice
Growth
–emphasize existing choices but don’t force new choices
Getting from ‘Game’ to ‘Gamification’:
Life is a Story of Growth People seek personal progress
Learning
Overcoming Challenges
Social Connections
Building/Finding Order
Concentrating, solving puzzles, accumulating knowledge, exploring the unknown, making connections and discoveries • Norepinephrine (possible ADD treatment)Competing, winning, accomplishments, victory in the face of adversity, challenge, thrill, respect• Epinephrine (adrenaline)
Bonding, collaboration, cooperation, roles, teamwork, network of contacts, popularity, specializations• Oxytocin (possible autism treatment)
Contentment, faith, completeness, order, part of a larger plan, clear rules, right and wrong, purpose• Serotonin (possible OCD treatment)
Growth, by audience A gift from social games
‘Traditional’ video games• Learning• Challenges• Social Connections• Building Order
‘Social’ Games• Learning• Overcoming Challenges• Social Connections• Building Order
Growth, by audience A gift from social games
Facebook• Learning• Challenges
•Social Connections• Building Order
World of Warcraft
• Learning• Challenges• Social Connections• Building Order
Bringing it together Gamification directives
1. Don’t change your context. Support it.2. Tell a story of personal growth
Gamification is measuring the natural behaviors and interactions of your customer experience, and recognizing them in way that tells a story of growth.
A more actionable definition:
Organized system of reputation, indicative of challenges overcome and talents learned
Organized system of building orderly sets with the discovery of the unknown every time you peel a piece.
When Growth isn’t enough Backup plan?
So far our discussion has focused on Intrinsic motivations.But sometimes the intrinsic motivations aren’t very interesting.
If I’m buying sandwiches, what can be said about me?• I like Turkey and Avocado?
I already know that and nobody else cares. • Not much opportunity for telling a story of growth or accomplishment
Unless I’ve eaten more Turkey and Avocados than everyone else• Name the sandwich after me• Right idea, but doesn’t scale well
Buy 9, get 10th free• Extrinsic motivation, but appropriate
Example:
Extrinsic Motivators Another Way
Extrinsic rewards:• Tangible rewards (money, prize, privilege)• Only resort to extrinsic, if intrinsic won’t work
Intrinsic rewards:• Recognize behaviors that will say something
meaningful about the user. Tell the story.
Yum!
Extrinsic motivations offer another option to provide aspiration and growth
2 possible scenarios: • No intrinsic at all (sandwich shop)• Top users have achieved everything (deserve an extra ‘thank you’ and something
to strive for)
Achieving Results Gamification Goals
Goals:• Adoption• Activity• Retention
Method: • Create a growth story
Options:• Learning• Challenges• Connections• Order• Extrinsic Rewards
Incentive to come
Incentive to do more
Incentive to stay
I didn’t forget these guys
Mechanics Gamification Goals
Step 1: Measure Behaviors
Behaviors are the building blocks of gamification – you need to track what the user is doing
Examples:• Visit / ‘Check in’• Complete task• Review• Receive vote• Make a sale• Make a purchase
Mechanics Mapping Mechanics
Step 2: Leverage Behaviors Game Mechanics Reputation Mechanics Social Mechanics
• Learning• Reputation Mechanics
• Challenges• Game Mechanics• Reputation Mechanics
• Connections• Social Mechanics• Reputation Mechanics
• Order• Game Mechanics
• Extrinsic Rewards• Game Mechanics
Quantify:Tangible Data, Organized Goals
Qualify:Expressing Status, Aptitude
Connect:Groups, Facilitating Connections
Receive 20 ‘Likes’ in one
week
Game Mechanics Applications
Game Mechanics
Points
Achievement CollectionsTask Lists
Notifications
Competitions / Races
Challenges
Quantify:Tangible Data, Organized Goals
Reputation Mechanics Applications
Reputation Mechanics
Levels / Points totalsStatus LeaderboardsAchievement badgesExpertise badgesExclusive privileges
Qualify:Status, Aptitude
Most helpful team award
Social Mechanics Applications
Social Mechanics
Groups / Teams
Away NotificationsFriending / FollowingActivity Streams
Filtering / RecommendationsSharing, Gifting
Connect:Forming Groups / Facilitating
Connections
Group Achievements
Review Gamification Conclusion
Why Now? • Revolutions in:
• Technology• Lifestyle• Psychology
Gamification is not games • No new context!
Two directives:1. Measure Behaviors2. Tell a story of personal growth
Extrinsic when it makes sense
Game Mechanics• Quantify• Tangible data• Organized goals
Reputation Mechanics• Qualify• Status, Aptitude• Making it Personal
Social Mechanics• Connect• Enable Connections• Shared Experiences
Incentive to come
Incentive to do more
Incentive to stay
QUESTIONS?
www.badgeville.com | [email protected]