Gamification - Consumer Apps

"The process of game play is deeply natural.“

Agenda• Learning from Games• Why Gamify ?• Why Gamification ?• Gamification – Some Applications• Game Elements• Things that are Fun !• Gamification Design – Step by Step• SDK and Checklist• Who is Gamifying ? • A look at some apps.

Learning from Games…• The use of game elements andgame design techniques innon-game contexts.

Gamification is the use of game design techniques and mechanics to problems and engage audiences. […] Gamification works by … taking advantage of humans' psychological predisposition to engage in gaming. The technique can encourage people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, or reading web sites. – Jeff Atwood on Gamification

Why Gamify?• Fill Engagement gap• Provide Choices• Track Progression• Be Social• Develop Habit• Evoke Positive emotions• Meaningful• Achievements help• It can be Fun

Influence of Games – Some Stats

• 97% of kids 12-17 play• videogames• The average game player• is 30 years old• – 37% are older than 35• 47% percent of all gameplayers are women(Sources: Pew Foundation and Entertainment Software Association)

Zero to 100 million users in 41 days

• Virtual goods: $7.3 billion globally (In-Stat 2010),• over $2 billion U.S. (Inside Network 2011)• 44% of US/UK adults have played a mobile game in the last

month (PopCap/Information Solutions as of early 2012)

Why Gamification?• An emerging business practice• Games are powerful things• Lessons from psychology , design ,

Strategy , technology• Harder Than it Appears!

Gamification can be used to motivate ..

• External ( Marketing ,Sales ,Customer engagement ,etc)

• Internal (HR,Productivity enhancement,Crowdsourcing)

• Behavior change( Health and wellness,Sustainability, Personal finance)

• Rewards• Challenges• Points• Leaderboard• Badges• Resource Collection• Avatars/Role Playing• Progression• Quests and more

Game ElementsExperience + Elements = Game

The elements are not the game

ExamplesReal World Activity Game ConceptMonthly sales competition ChallengeFrequent flyer program tiers LevelsSales group TeamFree coffee after ten purchases atStarbucks

Reward

American Express platinum card Badge

• Feedback• Progression• Completion

•You’ve won a Banana Tree

• Schedule/Milestones• Continuous• Fixed• Variable

• Competitive/non-competitive• Certain/uncertain

• Virtual Gifts• Not all rewards are fun;• Not all fun is rewarding

Rewards

Rewards for doing good?

Badge Backpack

• Representations of achievement• Flexibility• Style• Signaling of importance• Credentials• Collections• Social display (status symbols)

Leaderboards

• Ranking– Feedback on competition• Personalized leaderboards– Friend-relative variant• Danger! What if I’am not at Top !!• Is it Impossible to fail ?

Things that are Fun!

• Winning/ Triumphing

• Problem-solving• Exploring• Chilling• Teamwork• Recognition

• Collecting• Surprise• Imagination• Sharing• Role Playing• Customization• Goofing off

Fun can (and should) be designed

Gamification IS• Listening to what games can teach us.• Learning from game design (and

psychology, management, marketing, economics).

• Appreciating fun.• Voluntariness• Learning or problem solving• Creating an Experience• Collaborate better• Conditions for Flow

Gamification is Not…

• “Making everything a game”• Simulations (although they may constitute

serious games)• Just for marketing or customer

engagement• Just PBLs (points, badges,leaderboards)• Game theory

Building the Blocks - Analytics

• Analysis of Data collected after Gamification

• Volume of activity• Target Behaviors – Specific Success

metrics• Measure Virality

Gamification Design Framework

1. DEFINE business objectives2. DELINEATE target behaviors3. DESCRIBE your players4. DEVISE activity5. DON’T forget the fun!6. DEPLOY the appropriate tools

Gamification with Caution

• Potential for Abuse/Manipulation• Overemphasis on Status• Rewards Can De-Motivate• Overlapping RolePlays

SDK’s – www.enterprise-gamification.com

• Badgeville• Bigdoor• SCVNGR • Beintoo - increase your Bescore level from "Novice" up to

"Master" and you will get our virtual currency, the Bedollars, as reward.

• Gamify.it• Rypple(salesforce.com)• CrowdTwist ( social loyalty and rewards platform that

activates your audience wherever your brand may be.)• Kitzy– fan retention • and …..

CheckList• Game elements• Functionality-Goals/Rules Engine,Location

services,Notifications,etc• API Access and Documentation.• Security Features – Authentication,SSO,etc• Administration abilitites• Infrastructure – Technology Supported,

Repository of Artifacts,etc• Cost ,Licences

Can start Gamification for …

• Bug Reporting• Feedback• Data collection• Recognition• Training End Users

Who is Gamifying?

• Microsoft• Nike• Salesforce.com• CodeAcademy• Deloitte• Samsung• Foursquare• Stack Overflow

LUMObackLUMOback will vibrate when the user’s posture is incorrect so it can be fixed in real time and displays a cute on-screen guide to help your correct your stance

Fitness - Gamification

Nike+ Running

Nike+ Gears

Quit NowQuit Now! will inform  you of milestones like regaining your sense of smell (2 days, apparently), eliminating your physical dependency on nicotine and when you’ve decreased your risk for smoking-related illnesses.

Unlock achievements based on how many days you’ve gone without smoking, the money you’ve saved, and how much you’ve improved your general life expectancy.

You can share achievements with friends and family via Twitter, email, Facebook or your blog.

One of the better features if probably the ”Help” section

Foursqaure

Influencer marketing

Social Sharing

Blisslogix Skill Development Platform

• Reward Points for Completed Tests.• Leaderboard – Ranking on Points.• Badges for Skills Aquired.• Social – Integration with LinkedIn.• Competency development groups.• Role Play to demonstrate entrepreneurial

Skills.• Project Hosting - CrowdSourcing

"Assisting the Elderly"

Thank You !info@blisslogix.com