Gamification - MDWEgypt 2016

GamificationMona ShokrofAgile Coach and Trainer

Agenda

What is GamificationHow to GamifyPsychology behindApplicationsCritiques Is Gamification right for me

What is Gamification

What is gamification

Learning from games

Learning what makes games successful , engaging and even more addictive


To Address Real World Challenges

Here is an example of samsung Nation where they gamified their site to make it more engaging and make users navigate more and so buy more


Applying game elements and game design techniques in nongame context

Use game elements (challenges , points and leaderboards) and how to use them efficiently to introduce fun to non-game contexts to get people more engaged in doing these task or to get them doing in the first placeThis is not only applicable in online solutions and mobile apps , this can be beautifully extended to real life applications (piano stairs)

What is gamificationwww.thefuntheory.com


www.thefuntheory.com

Lets see the effect of introducing fun on people behavior

Stack overflow

Linked In

Nike Plus

Zombies Run

Finnish Historical words

Checking and review digitization of finnish historical words , > 2 million words reviewed

Fold.it AIDS Research

3D protien folding ,preditct 3d folding in molecule to know its function and design drugs, computationally difficult to predict 3d folding of a molecule , but people does this puzzle well,to know what AIDS folding pattern solved in 10 days

Why Gamify

More EngagementBehavior Change (Enterprise- Community)Collective ActionTasks needs human interaction

Agenda


How to gamify

How to GamifyObjective from gamificationDesign the funGame techniques and elements

In order to gamify we must know what the game techniques and elementsand how to use them , to tap the correct emotion and get right into our objective from gamification

What is a gameA set of challenges under some rules, where players make some meaningful which changes their state towards the winning or losing state

A game is a set of challenges under some rules thats why it is challenging - , where players make some meaningful choices players should know that their choices makes differences in the next state -which changes their state towards the winning or losing statePlayers should feel in charge as they are making meaningful choices Most players voluntarily obey the rules, otherwise the challenge is fake

FUN

Winning Problem-solving Exploring Chilling Teamwork Recognition Triumphing

Collecting SurpriseImaginationSharing Role PlayingMastery

Types of fun

Easy Fun -casual simple Hard fun challenges, problem solving People fun socializing Serious fun meaningful

Serious fun meaningful things for community and planet ex.bagdes which mean your are helping others we dont have to focus on one kind of fun , we need to use them considering how they most goes with our objective

Game ElementsAchievementsAvatarsBadgesBoss FightsCollectionsCombatContent Unlocking

GiftingLeaderboardsLevelsPointsQuestsSocial GraphTeamsVirtual goods

Activity LoopsEngagement Loops :micro level (motivation - action feedback )Progression Loops : macro level (onboarding progression mastery )

structures that are repetitive or recursive but also branching of in different directions Engagement Loops motivation-action feedback and so onmicro level on the user action This loop has to get going ,so feedback acts as a motivation for the next action Progression Loops- onboarding progression -mastery Macro level on the whole playing journeyAfter onboarding , there are some ups and downs in difficulty , so it is not so hard and boring and still gives the feeling of progression at some point there should be a huge challenge

Doing it rightFocus on the playersDefine the emotion you are tappingDesign your game techniqueDeploy the right elements

And here we need to focus a lot on our players, we should define them , and the kind of fun we want to address , also which emotion to tap and the most important is always asking is it fun ?

Doing it rightIs it FUN ?Play testing , Play testing ,Play testing Fun Online ? Fun Offline ?

Ex. Google news badges - is it fun to have a badge that I read too much news about some area , or as a news reader I always take a look about whats going aroundAlso we may be applying the wrong technique , would anyone want a badge for some boring task , does it say I am the most one who can bear this ? or designing a light game to change the whole context of this task can be helpful ex. Translating game

IS IT Fun

IS IT FunTranslation Example

Play Testing Story Changers

Fun Online/Offline Bedoon Kalam

Gamification


Psychology behind

Psychology Behind Intrinsic vs extrinsic motivation Power of feedback

Another important thing in applying game elements and techniques is understanding some psychology behind them to know their strengths as well as limitationMotivational Design : design to motivate players to do special things , people are motivated by different things for different tasks , some are cash money , some tasks are just good to do we have to think what can be motivating in the task to want to gamify .Watch what people do and iteratePower of feedback , feedback is that you see immediate result from your action (ex. Progress bar) , it is very powerful to continue

Psychology Behind - Limitations Behavior Changes are not simple Differs for different players Requires experiments.Players may feel out of control

Behavior Changes are not as simple as that, it differs for different players , requires experiments.Players may gets afraid if they got into the feeling you are changing their behavior some sort of refusing to be controlled

Psychology Behind - DangersPlayers doubt your intentionsPlayers get used to receiving rewardsRewards become boringRewards Can demotivate

Players may doubt your intentions behind making a habit , especially in case of authority like government or employerIf you make players respond to rewards , you must keep putting new rewards and new ones because players wont response unless they are rewarded with exiting onesEven if you are still giving rewards , expected rewards are boring and lose their effects Rewards Can demotivate: rewards as extrinsic motivation can substitute intrinsic motivation, players focus on getting the reward more than the game itself, then get bored and demotivated , although they may be more motivated without the rewardEx. Rewards for drawing, an experiment done to get some kids who loves drawing, begin to give them rewards for drawing, then removing the rewards .. kids are less motivated to draw then before getting the rewardSame works for punishment, if you make punishment with money , the extrinsic motivation of losing 5 LE is replaced by the intrinsic motivation of being a good person who comes on time and respects others

Psychology Behind ConclusionFocus on intrinsic motivationFocus on Players (goals - values- control )Focus on FunWatch and iterate

Gamification


Applications

Applications - Enterprise

Productivity Enhancement

Applications - Enterprise

Efficiency Enhancement

Applications - EnterpriseHuman ResourcesHiringOnboardingCorporate trainingPerformance reviewEmployee recognition

Application Social Good

Health and Wellness

Application Social Good

Energy and Environment

GamificationWhat is GamificationHow to GamifyPsychology behindApplicationsCritiques Is Gamification right for me

Critiques

CritiquesPointisifation : dummy point system ExplotationWare : replacing real incentives with fictional ones Legal Issues : privacy and intellectual property

GamificationWhat is GamificationHow to GamifyPsychology behindApplicationsCritiques Is Gamification right for me

Is Gamification right for me

Is Gamification right for me ? 1. Motivation Where would you derive value from encouraging behavior?2. Meaningful Choices Are your target activities sufficiently interesting?

Is Gamification right for me ? 3. Structure Can the desired behaviors be modeled through algorithms?4. Potential Conflicts Can the game avoid tension with other motivational structures?

Open Discussion

Gamification

Mona [email protected]

Gamification - MDWEgypt 2016

Small Business & Entrepreneurship

Transcript of Gamification - MDWEgypt 2016