Gamification- Strategies, Techniques and Mechanics for Retail Brokerages
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Transcript of Gamification- Strategies, Techniques and Mechanics for Retail Brokerages
>Gamification:Strategies, Techniques, and Mechanics for Retail Brokerages
> Speakers:Gaspard De DreuzyChief Innovation [email protected]
Mohammad RashidSenior Director, Capital MarketsTavant [email protected]
Tavant Proprietary & Confidential
Agenda> What is “Gamification” and Why Gamify?
> Game Mechanics and Thoughts around Game Design
> Demo of Kapitall Website
> Key User Metrics
> Gamification Design Process
> Technical Considerations of a Gamified System
> Gamification Patterns and Anti-Patterns
> Future of Gamification
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What is “Gamification”?
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>The application of game elements and game design techniques to non-game contexts for the purpose of increasing engagement and having fun
Game MechanicsGame Components
Game DynamicsGame StructuresGame Patterns
Game AbstractionsGame Learnings
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Why Gamify?> 170 Million Americans play games - 55% of the US population
> Angry Birds downloaded 1 Billion times
> Gartner: “by 2015, 40 percent of Global 1000 organizations will use Gamification as the primary mechanism to transform business operations.”
> A new “Generation of Users” growing up with electronic games
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Tavant Proprietary & Confidential
Game Mechanics and thoughts around Game Design
> Description of Game Structures— Full-screen graphics— Information overlays— User-directed control— Instant feedback— Acting upon objects
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Key User Metrics> Pure engagement:
— i.e. # of visits, time spent on site— i.e. Active and returning users, retention
> Social interactions: — i.e. # of contacts, messages sent/received
> Game activity— i.e # of points scores, level progression— i.e. # paper trades, value of virtual assets
> Brokerage activity— i.e. DARTs and assets— i.e. interactions with sales and customer support
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Gamification – A word about the word> Engagification
> Motivational Design
> Fun-gineering
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Gamification
Behavioral Economics
Game Design
UX DesignPsychology
Behaviorism
Cognitivism
Black Magic
Tavant Proprietary & Confidential
Gamification Design Framework (GDF)
Courtesy of Prof. Kevin Werbach at Wharton School (the 6 D’s)
>Define business objectives
>Delineate target behaviors
>Describe your players*
>Design activity loops*
>Don’t forget the “FUN”
>Deploy the appropriate game abstractions
>Track, Gather, Process, Analyze telemetry data
>Iterate
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GDF – Player Types> To Start – Richard Bartle’s MUD Player Types > Hearts
> Clubs
> Diamonds
> Spades
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GDF – Activity Loops
> Engagement Loops and Progression Ladders
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MotivationAction
Feedback
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Technical Considerations
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Gamification Anti-Patterns
> Gamify the World
> Sprinkle PBLs on your offerings and Game ON!
> Crowd out intrinsic motivation by providing mega-rewards
> Make the “Product” or “Offering” the center of your design
> Pointsification rules! (Margaret Robertson)
> Develop Exploitationware (Ian Bogost)
> “High Fructose Corn Syrup” is good for you (Kathy Sierra)
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Gamification Patterns> Think like a Game Designer
— Hire a Game Designer
> Think of your customers as Players not Puppets— What motivates your Players – Competence, Autonomy, Relatedness— Think of the “Player’s Journey” through your offering— The experience needs to evolve over time
> Differentiate between “Behavioral” vs. “Cognitive” approaches – Doing vs. Feeling – Extrinsic vs. Intrinsic
> Gather and Analyze telemetry data > Design for “Flow”> Make sure it is “Fun”> Play Games!
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Future of Gamification
> Pervasive Gamification — “Sight” – A Short Film by May-raz & Lazo
> Out-of-Sight Gamification— HabitRPG.com vs. Simple.com
> Gamification as a word will likely disappear and become integrated with the practice of User Experience Design with the goal of engaging, rewarding and educating users
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References> Gamification Corp
http://www.gamification.co
> Kevin Werbach, "For the Win: How Game Thinking Can Revolutionize Your Business“http://wdp.wharton.upenn.edu/books/for-the-win
> Jesse Schell, “The Art of Game Design”> Raph Koster, “A Theory of Fun for Game Design”> Charles Mauro, “Why Angry Birds is so Successful and Popular: A Cognitive
Teardown of the User Experience”http://www.mauronewmedia.com/blog/why-angry-birds-is-so-successful-a-cognitive-teardown-of-the-user-experience/
> MDA: A Formal Approach to Game Design and Game Researchhttp://www.cs.northwestern.ed/~hunicke/pubs/MDA.pdf
> Game Data Mininghttp://andersdrachen.files.wordpress.com/2012/08/gamedatamining_intro.pdf
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References (contd.)> Ian Bogost, “Persuasive Games – Exploitationware”
http://www.gamasutra.com/view/feature/6366/persuasive_games_exploitationware.php
> Margaret Robertson, “Can’t Play, Won’t Play” http://hideandseek.net/2010/10/06/cant-play-wont-play/
> Mozilla Open Badges Frameworkhttp://openbadges.org
> Michael Wu, “The Magic Potion of Game Dynamics”http://lithosphere.lithium.com/t5/science-of-social-blog/The-Magic-Potion-of-Game-Dynamics/ba-p/19260
> “Sight” – A Short Film by Eran May-raz and Daniel Lazohttp://www.youtube.com/watch?v=lK_cdkpazjI
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PEOPLE. PASSION. EXCELLENCE.
>Go forth and Gamify!
