INTRODUCTIONGamificationGroup-11NarasimhanSai AkhilVishnuVijayalakshmiYogeshwaranKaarthika

1. What is gamification? 2. Why are games valuable in serious business contexts? 3. How can game concepts be employed in your business?4. When is gamification most effective?

Overview

What is Gamification?Google:The application of typical elements of game playing to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service. Wikipedia:Gamification is the use of game elements and game design techniques in non-game contexts.

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Importance

There are any number of settings in which this approach can work, but at this early stage three non-game contexts are particularly prominent:

Internal- To improve productivity within the organization in order to foster innovation, enhance camaraderie, or otherwise derive positive business results through their own employees.

External-Improve the relationships between businesses and customers, producing increased engagement, identification with the product, stronger loyalty, and ultimately higher revenues.

Behavior change- To form beneficial new habits among a population.

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Game Concepts

Gamification isn’t about building a full-fledged game. It’s just about using some elements of games, and because it operates at the level of elements, using gamification offers more flexibility than using a game.

Challenge of gamification therefore, is to take the elements that normally operate within the game universe and apply them effectively in the real world.

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How it is Effective ?

4 There are two compelling reasons why every business should at least consider gamification:

Engagement- Making your customers and employees to strengthen their relationship with your company, or to buy your product, or to engage with the goals of the company.

Experimentation- A second powerful aspect of game-based motivation is to open up the space of possibility. Mastering a game is all about experimentation.

Game thinking: Learn to think like game designers

Gamification

1. What is a game? 2. How do I think like a game designer? 3. Will gamification solve my business problem? 4. How do I start?

Overview

Google:An activity that one engages in for amusement.Wikipedia:A game is structured playing, usually undertaken for enjoyment and sometimes used as an educational tool. Merriam-Webster:A physical or mental activity or contest that has rules and that people do for pleasure.

It’s almost impossible to define any essential attribute of games.

What is A game?

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Game Thinking Game thinking means using all the resources you can muster to

create an engaging experience that motivates desired behaviours. [Ad1, Ad2]

Gamers try to win; game designers try to make gamers play. Games are a process, not an outcome. In a game, the sense of autonomy is always somewhat illusory. That’s

true in business as well.

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Is Gamification right for my business challenge?

• Motivation: Where would you derive value from encouraging behaviour?

• Meaningful Choices: Are your target activities sufficiently interesting?• Structure: Can the desired behaviours be modelled through a set of

algorithms?• Potential Conflicts: Can the game avoid conflicts with existing

motivational structures?

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How do I start?

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Why Games Work Gamification

1. What does research tell us about psychology and motivation?

2. How can I make use of extrinsic and intrinsic motivators?

3. How do I motivate behavior through gamification?

Overview

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Theory of Motivation

1 “Move people to do something”

Intrinsic and Extrinsic

Games motivate people: engaging

customers to encouraging employees

Making use of I/E Motivators

2 Behavior change – response to external stimuli

Reward and punishment Self-Determination Theory: individuals

are intrinsically proactive, but external environment should support

1. Competence: being effective in dealing with external environment2. Relatedness: need to interact with society – family/friends3. Autonomy: innate feeling to be in command of one’s life

Games are developed to fulfill these needs

Motivation through Gamification

3 Give a rewarding experience – not necessarily a “reward”

Crowding-out: extrinsic motivators crowd out intrinsic

But Ex-Mo helps in boring tasks Feedback is also a great motivator

People “Say” what they “Think” but “Do” what they “Feel”

TOOLKIT AND GAME ELEMENTSGamification

INTRODUCTION

• Club Pysch launched in 2010 built around USA network’s successful TV program Psych.

• Mystery game Hash tag Killer – allows players to stimulate interactions with the shows characters over twitter and facebook.

• Mobile App – Pysch vision. Allows fans to unlock prizes and chat with each other while redeeming points for virtual goods or physical merchandise.

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Points

• Encourage people to do things by collecting points.• Points effectively keep score• Points may determine the win state of a gamified

process.• Points provide feedback quickly and easily.• Points can be an external display of progress.• Points provide data for the game designer.

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Badges• Representation of some achievement.• Provides a goal to strive forward.• Provide guidance.• Symbol of what user cares about and has performed.• Operate as virtual status symbols and affirmations.• Function as tribal markers.

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Leader boards

• The most troublesome part of the triad.• Usually reduces performance rather than enhance it.• A leader board can track one or multiple attributes

but one or many the designer to emphasize.• They can also be tied to social networks to provide

more contextual information.

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Game elements

Dynamics are the big-picture

aspects of the gamified system that you have to

consider and manage but which can never directly enter into the game.

Mechanicsare the basic processes that drive the action forward

and generate player engagement.

Componentsare the specific instantiations of mechanics and dynamics.

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Dynamics

• Highest level of abstraction1. Constraints2. Emotions3. Narrative4. Progression5. Relationships

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Mechanics

• Basic processes that drive the action forward and generate player engagement.1. Challenges2. Chance3. Competition4. Cooperation5. Feedback6. Rewards7. Resource8. Transactions9. Turns10. Win states

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Components• Most specific form that mechanics or dynamics can take.1. Achievements2. Avatars3. Badges4. Points5. Comfort6. Levels7. Quests8. Virtual goods

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Game Changer: Six Steps to Gamification

Gamification

1. Define business objectives2. Define target behaviours3. Describe players4. Devise activity cycles5. Don’t forget the fun6. Deploy appropriate tools

Overview

Define business objectives

Specific performance goals for gamified systemsIncreasing customer retention, brand loyalty, employee

productivityEg: Devhub(Website building tool)Website building=Empire building gameEight fold increase in users completingFailed to attract usersLesson-Being effective need not produce resultsStepping stone to a more important goal

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Delineate target behaviours

Specific things you want Customers, Staff, etc. Success Metrics (“win states”)Analytics-Algorithm and data to measure key performance

indicatorsDaily / Monthly average usersVirality – friend referrals – Pinterest, Zynga, etc.Volume of Activity – how much activity, points, badges, etc.Total goods purchased

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Describe your players

• People playing your game?• Demographics• Psychographics – things they like to do, buy, etc.

help you “segment” – offer choices• What motivates your players?• Richard Bartle Player Type Model• Achievers, Explorers, Socializers, Killers • Avatars and player life cycles

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Devise activity cycles

• Two types of activity loops• Engagement Loops (micro level) & Progression Loops (macro

level)

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Don’t Forget the Fun!

• Getting wrapped up in the details • Would players participate in your system voluntarily? • Four distinct kinds of fun • Hard fun, easy fun, altered states, the people factor• Best games offer a broad spectrum of fun

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Deploy the Appropriate Tools for the Job • Picking the appropriate mechanics and components and coding

them into your systems • Outside consulting firm • Track interactions with game elements and integrate those

results with your existing business systems. • Two basic options• Building custom implementations yourself or use one of the

software-as-a-service offerings.• Eg: Keas, Objective Logistics, Salesforce Rypple etc:

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Epic Fails And How to Avoid Them

Gamification

1. How to avoid the lure of “pointsification” 2. Legal and ethical problems3. The dangers of gamification

Overview

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• Giving more importance to the points in the game rather than the essentials of the game itself.

• Identify ways to replace extrinsic motivators with intrinsically enjoyable experience.

Pointsification

Legal issues• Using the personal information of the registered users may cause

legal problems in few cases.

• For e.g.: labor law applies to the employees whereas privacy law applies to the customers

• The terms and condition agreement that one registers every time is like a legal binding and takes care of all the legal formalities.

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• The personal data of the user can be cross referenced and their prior transaction history, age, and address can be easily amassed.

• Introducing a privacy policy by the designer helps the user to know for what all purposes the personal data collected is used for and related purposes.

• Having data security helps the personal data of the users from being stolen or leaked.

Privacy

Intellectual Property

• Intellectual property: copyright, trademarks, patents, and trade secrets.

• Registering the patent helps it from being copied by others and stops lots of legal problems.

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Property Rights in Virtual Assets

Deceptive Practices

Sweepstakes and Gambling

Advertising

• The assets that are owned by the designer and the assets owned by the user.

• The virtual assets can be owned by the user which are contractual licenses from the game developers.

• Laws regulating sweepstakes, gambling, and related activities.

• Depending on the circumstances, gamified service might be considered a sweepstakes, a lottery, gambling, or a contest.

• Deceptive practices are where the company frauds the users. • The users do not have any

awareness if the company is financially benefiting at their expanse.

• Similar to deceptive practices ,the users must be made aware if the game is for advertisement purposes since it benefits the developer.

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Labor

Virtual Currency Regulation

Paid Endorsements

Future Legal Issues

• The employee cannot be made to act against their own interest.

• The employer can generally use performance in a game-like system as a criterion for promotion or firing .

• The products sponsored by the creator for endorsement in social media is known as paid endorsement.

• Legal laws has adopted guidelines requiring disclosure of paid endorsements .

• Virtual currency are also under lots of regulations and restrictions since they are connected to real money.

• It is also accountable to Accounting and taxation

• The legal rules should be considered as the base for gamification.

• Regulators and legislators be more involved when gamification becomes more common.

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Exploitation ware • Gamification is a form of motivational techniques that operate through

fear rather than fun for the employees.

• Such a move forgoes all the benefits of intrinsic motivation. Gamification done well creates powerful motivational impulses.

• Gamification should instead be called exploitationware since it exploits people to do things against their interests or beliefs. Gamification will come to be seen as one of many methods of regulating people’s behavior.

• The sense of autonomy that users experienced when finding unplanned ways to exploit a gamified system also reinforced their intrinsic engagement.

• The most successful practitioner recognize that the people at the other end are people like them and to always expect the unexpected.

Gaming the Game

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