Monica CornettiRated #1 Gamification Guru in the World

by UK-based Leaderboarded

Think Like a Game Designer

The seven steps to superior gamification design…

1. Move into groups of no <5 and no >6

2. Team captain selected

3. Captain:

a. World Explorer Map and Explorer Cards

b. Select score keeper – give them the World Explorer Score Card

c. Souvenir Bag

On Boarding “The best way to learn about gamification is to do gamification.”

Dangers in the City

Why are we playing?

Urban Commander Challenge

How icon savvy are you?

San Francisco: 3, 13Washington D.C.: 5, 9Houston: 10, 12Los Angeles: 2, 14Seattle: 4Las Vegas: 7New York: 6, 8, 11Chicago: 1

Starting your gamification journey

without knowing your overall business

objectives will take you on a road to nowhere.

Our Quest TODAY –BE Adventurous Campaign!

Why are you playing?• Compliance Approach: get travelers to use

you the preferred supplier• Feedback Approach: encourage responses

from travelers; could involve social networking to gain insight and gather feedback

• Education Approach: helps travelers to understand things such as new route options and how to make the best choices

Urban CommanderWhy are we playing?

Dangers in the City

Don't try to fix a broken product or service with gamification

Don’t start your gamification journey without knowing your overall business objectives – you’ll be on the road to nowhere.

Don’t forget to focus on the players – Ask… ‘What’s in it for them?’

Dangers in Paris

Who are your players?

Richard Bartle Player Types

Amy Jo Kim Social Matrix

ExplorersLike to:Learn new thingsExplore and test boundariesFind loopholesKnow the rules

Value:Accurate informationClever designKnowledge exchange

CreatorsLike to:Express themselvesPersonalize their experience Show their uniquenessMake things others admire Value:Original thoughtCreativityInfluence through creativity

Competitors

Like to: Develop their talentsTest their skillsSee their rankingShowcase their abilities Value: MasteryLearningFriendly competition

Collaborators

Like to:Work with others on goalWin togetherParticipate in groups Form partnerships

Value: TeamworkShared learningSuccess as collective outcome

Who are you players?• Define your target user group (players)• How are your players represented across the

Social Action Matrix?• Have you identified all your players?

Bonjour Mon Cherie Who are your players?

Don’t forget: A game’s primary function is to entertain the player, and it is your job to create a ‘game’ that does so

Don’t think of the player as your opponent

Don’t assume your players want things a certain way

Dangers in Paris

1. The Tour de France is the biggest cycling event in the world.2. The race always starts at the Champs-Élysées.3. All riders aim to be the first to reach the finish line.4. The rider who wears the red dot jersey is good at climbing.5. The yellow jersey is the most important one.

1. True2. False3. False4. True5. True

Dangers in the Jungle

How are you keeping score?

Example:The retail store in the lobby needs $2000 in sales/day to break even.

Average:• Convert 1 of 4 customers that

come into the store • The average sale is $50

How many people do they need to come into the store each day to break even?

How are you keeping score?• What are the KPIs or benchmarks – you will

use to measure progress?• How will you know the gamification program

you put in place is driving the behaviors you need in order to meet your business objectives?

• What numbers must you hit in order for your gamification program to be a ‘success’?

Jungle StandoffHow are you keeping score?

Dangers in the

Jungle

Don’t record and measure everything

Don’t produce numerous and complicated reports and dashboards

Don’t count behaviors that don’t matter - focus on those that drive business objectives

Dangers in the Desert

How is the game played?

Fogg Behavior Model

Tiny Habits1. Start small2. Find an anchor

Pour coffee- Park your car- Sit down on subway-

After I (routine), I will (tiny behavior)3. Celebrate immediately

Design for ‘DO stuff’ behaviorMake your Tiny Habit ‘crispy’ or specific

How is the game played?• What specifically do you want your players

to do?• What actions do you need them to take to

measure against your benchmark?• What are they already doing that you can

add a tiny habit to it?

After I (routine), I will (tiny behavior).

Example: Millennials – using social media, mobile technology, taking selfies?

Find friend(s) & ‘Take a Selfie’ Post and Tag

Facebook: Monica CornettiInstagram: @monicamouse13Twitter: @monicacornetti

Hashtag: #gamification

Find friend(s) & ‘Take a Selfie’

Post and Tag

Facebook: Monica CornettiInstagram: @monicamouse13Twitter: @monicacornetti

Hashtag: #gamification

Saharan CrossingHow is the game played?

Dangers in the Desert

Don’t develop list of behaviors to drive and then fail to track and measure

Don't gamify a behavior that doesn't actually provide value to your players

Beware of Unintended Consequences

Build in Stop Points – • Cool Downs: After a specific action the

player must wait a certain period of time before pressing it again.

• Rate- Limiting: Limit a specific behavior by setting a daily maximum number of points for an activity

• Count-Limiting: Limit the total number of times a user is rewarded for performing a certain behavior… ever

Dangers in the Cold

Why would they want to play?

Daniel Pink - Drive

Dangers in the Cold

Siberian Express Why would they want to play?

Don’t make the metrics/rewards the main event.

Don’t alienate your players with a shallow, manipulative game; give them as much autonomy as you can.

Don’t focus on the extrinsic, rather tap into these 3 motivations in your core design.

Dangers in the Orient

What keeps them in the game?

Amy Jo Kim’s Social Action Matrix amyjokim.com

Forbidden LandWhat keeps them in the game?

Dangers in the Orient

Don’t forget: game mechanics are visible artifacts — NOT the experience itself

Without a well-designed and interesting experience, mechanics add clutter and confusion.

Dusting game mechanics on a process or product will NOT miraculously make that experience more exciting

What’s it like to play?Dangers Downunder

Since roll out in the USA in 2006, every behavior tracked through

the scorecard has improved.

Deltek Director of Global Travel Procurement Karoline Mayr named

2013 Travel Manager of the Year

Established "fun, free and easy" game meant to engage travelers and reduce travel costs. Entice travelers to be early adopters of Kona, Deltek's enterprise social network system Travelers took photos of United Airlines and Deltek logos and posted to Kona. Most creative photo earned the traveler free United tickets. Deltek tweaked Kona during development and exceeded market share goals set with United.

Dangers Downunder

Exotic ExpeditionWhat’s it like to play?

Remember: Gamification ≠ Technology – Although technology can greatly enhance your project – it is foremost about the players experience.

Don’t focus on the ‘bells, whistles, and glitter – but DO make it aesthetically pleasing for your players.

Don’t forget the FUN!

Where is your North?

Monica CornettiRated #1 Gamification Guru in the World

by UK-based Leaderboarded

Connect with Monica on Social MediaBlog Talk Radio: http://www.blogtalkradio.com/gamificationtalkradioYouTube Channel: https://www.youtube.com/user/GameOnSpeakerSlideshare: http://www.slideshare.net/monicacornettientreprenow

Twitter: www.twitter.com/monicacornetti

LinkedIn: www.linkedin.com/in/monicacornettiFacebook: www.facebook.com/monicacornetti.entreprenow