Fun is the new black: gamification & social media
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FUN IS THE NEW
BLACK
25 Settembre 2014
Alessio Cifani
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CHI SONO
Community manager
@ilCif
alessiocifani.com
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IL GIOCO
Scopo !
Regole !
Feedback !
Volontarietà
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IL GIOCO
"Giocare è il tentativo volontario di superare
ostacoli non necessari.” (Bernard Suits)
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PERCHE GIOCHIAMO
Flow !
Eustress !
Fiero
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IL POTERE DEL GIOCO
Problema: ricerca per più di una decade senza risultati
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Soluzione: serious game, più di 200k giocatori, 3
settimane per una risposta
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IL POTERE DEL GIOCO
Problema: le google car
non arrivano
dappertutto
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Soluzione: ARG, >1M di
giocatori, dati in crowdsourcing
forniti volontariamente
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GAMIFICATION
https://www.youtube.com/watch?v=2lXh2n0aPyw
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GAMIFICATION
L’uso di meccaniche e schemi di pensiero tipici del gioco per
coinvolgere persone e risolvere problemi in un
contesto non ludico
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COMMUNITY
Engagement !
Loyalty
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I GIOCATORI
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ACHIEVERS
Amano le sfide: più è difficile l’obiettivo, più si sentono gratificati
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EXPLORERS
Scoprire un nuovo mondo è tutto: amano scoprire
trucchi e scorciatoie
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SOCIALIZER
Trovano più interesse nelle relazioni umane che nel gioco
stesso
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KILLERS
Non basta vincere: qualcuno
deve perdere
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I GIOCATORI
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5 TIP
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SCOPO
Il fine deve essere sempre chiaro e
presente
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ROUTINE
Le azioni alla base del gioco devono essere immediate
e piacevoli da ripetere più volte
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MOTIVAZIONE
Il giocatore non deve mai sentirsi inadeguato o lontano da un traguardo
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PROGRESSIONE
Riempire il gap tra inizio e fine con
obiettivi intermedi. Quantificare le azioni
con punti e badge
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RICOMPENSE
I clienti/giocatori vanno
sempre premiati. !
Premi reali Premi virtuali Status
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DON’T
OKProgressione
!
Routine
KOScopo Motivazione
Ricompense
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DO
OKScopo Routine Motivazione
Progressione Ricompense
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