2010 gamification 1.0 files stripped out

Gamification!

Scott DodsonCOO, Bobber Interactive

Premise

“When given a choice between two similar activities, consumers will always choose the one that’s more enjoyable.”(Gabe Zichermann, CEO BeamMe, author [with Joselin Linder], of Game Based Marketing)

www.theFunTheory.com

Why I Care• I Gamified Everything

Why I Care• I Gamified Everything

– Playful perception: choosing how to experience your world Herbert L. Leff 1984

• Very Empowering Distinctions• Serial Entrepreneur

– “Cottage” Entrepreneurialism– Flying Rhino Studios– Tenacious Games– Divide by Zero Games– Bobber Interactive

Why you might care• “I am more interested in entrepreneurs who

are focused on the ‘video-gamification’ of other lines of business from education to ecommerce, advertising to health. These areas seem less obvious, but offer more room for innovation.

(Bing Gordon, Kleiner Perkins Caufield & Byers)

Why you might care• “Gaming 3.0 is about leveraging game

mechanics to re-invigorate other markets: …points, achievements, and leveling up… We can utilize game constructs in other industries which no longer monetize as effectively via macro-transaction or advertising.”

(Tim Chang, Norwest Venture Partners)

Game

• Game: an activity involving skill, chance, or endurance played according to a set of rules.

• Might have/be:– Competition/Cooperation– Solo/Social– Spectators/Private

Gamification

• Frequent Characteristics– Real World– Meta game– Persistence– Progression

• Level, Title, Reputation, – Metric

• Score, Points, Currency– Velvet rope

• Scarcity, Earned Progression

Gamification• Effective Characteristics

– No different from “real” games– Scott Rigby: Immersyve

• Competence• Autonomy• Relatedness

– Re-Engagement– Virality

A (very) Brief History of Games

• I: Prehistory & Ancient Games


• II Prehistory- 1970’s

• Skill• Chance• Endurance• Set of Rules• Other People• Metric

• III: ~1970s -1997/2000



A (very) Brief History of Games• IV: 1997/2000-2010



• Meta game• Persistence• Progression• Currency• Velvet rope

• IV: 1997/2000-2010

• Skill• Chance• Endurance• Set of Rules• Other People• Metric• Cats

• Skill• Chance• Endurance• Set of Rules• Other People

• Metric

Takeaway

• I’m lucky I work on the Business/Design side and not as a Graphic Designer

• Evolution of Human Psychology • Evolution in Games Development• Rich set of Design Tools and Mechanics• Profound ability to tap the drivers of

Human Behavior

Civilization Designed to Meet (and Activate)

Needs and Rewards

Fundamental Motivations/Rewards:Survival – Procreation

Security – Nesting

Human Beings

Game Mechanics

Designed to Meet (and Activate)

Needs and RewardsHealth/Obesity

EnvironmentEnergy

Unfulfilling work Gamification!

• Green Stamps• Boy Scouts Merit badges• McDonald’s Monopoly• Airline mileage programs

Early Game Layers

Mechanical Turk / Matrix Style Gamification

Using Human Gamers to accomplish tasks• ESP Game- Professor Luis von Ahn• Tens of millions of labels created• http://images.google.com/imagelabeler/

– Google’s Auction-based pricing system also a game

http://images.google.com/imagelabeler/

Mechanical Turk / Matrix Style Gamification

• UW researcher’s Fold.it– turns determining the ideal shape of a protein

into a puzzle game.

Charitable Giving

• Humanity Calls• Cause World

Location Based

Location Based Dining

Fitness

Fitness

• 6060 challenges• 232.5 million miles run

Fitness

Fitness

• 6060 challenges• 232.5 million miles run

6060 Challenges232.5 Million Miles Run

Ecommerce

Ribbon Hero

From Jen Michelstein Senior Program Manager, Microsoft Office Labs

What people tell us that’s good:o They’re learning new featureso They like competition with friends and coworkers, and competition

motivates play (within Microsoft we hear a lot of hallway banter about people’s Ribbon Hero scores)

What could be improved:o If people play two challenges, they’re likely to play a lot of challenges;

but we’re losing players before they finish two challengeso once players plateau or reach the max score, there’s nothing to keep

them engaged 94,852 Downloads (as of 5/12/2010) 1,142 Facebook fans (as of 5/12/2010)• 120,000+ challenges played

Gamifying Resorts and Shopping Malls

Gamifying Gaming• Video at:• http://www.youtube.com/watch?v=omHrogtr0yU

http://www.youtube.com/watch?v=omHrogtr0yU

http://www.youtube.com/watch?v=omHrogtr0yU

Gamifying Gaming• Video at:• http://www.youtube.com/watch?v=8tpWiQK_BwI

http://www.youtube.com/watch?v=8tpWiQK_BwI

Gamifying Gaming

Video at:http://www.youtube.com/watch?v=FSezf0MrEYE

http://www.youtube.com/watch?v=FSezf0MrEYE

Financial Services

Credits• Dr. Byron Reeves of the Department of Communication at Stanford &

J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement

• David Edery Principal, Fuzbi co-author with Ethan Mollick of Changing the Game: How Video Games Are Transforming the Future of Business

• Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/

• James Currier of Ooga Labs who also credits Clay Shirky and Bret Terrill • David Helgason CEO of Unity• Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games.

Jesse’s talk from DICE: http://tiny.cc/TebRw • Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences

for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast• My sincere apologies to anyone on this list or otherwise who feels they were

not properly credited. Kindly point out my error and I will edit accordingly.

http://gamebasedmarketing.com/

http://tiny.cc/TebRw

LOGIN 2010 WINNERS!

Gamified Human (Placeholder)

Contact

• Scott Dodson• FB, LinkedIn• First Name at Bobberinteractive.com• @Gamebiz

More•The Fun Theory Award winner: Speed limit lottery: http://www.youtube.com/watch?v=KcaKocRXCB4&feature=player_embedded•Groupon (social coupon buying)•Social deals•Rite Aid (Life) McDonald’s Monopoly clone•Coke (Marketing) My Rewards Program www.mycokerewards.com •WeSeed - Investment simulation game•HSX.com – Hollywood Stock Market•Stack Overflow - Points and Reputation for expertise•www.thesixtyone.com - gamified music site•Lumos Labs- games to build mental health, memory and attention•QR code games

http://www.youtube.com/watch?v=KcaKocRXCB4&feature=player_embedded

http://www.thesixtyone.com/

More

Video at:http://www.youtube.com/watch?v=zSiHjMU-MUo&NR=1

http://www.youtube.com/watch?v=zSiHjMU-MUo&NR=1

2010 gamification 1.0 files stripped out

Entertainment & Humor

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