@b33god

Gamify This!Damien Austin-WalkerHead of Digital@vinspired

@b33goddamien@vinspired.com

Gamification: over hyped tosh or useful mechanic for driving behaviour? Or just good application design as always has been, or good user experience design [ask audience and vote on twitter hashtag #gamifythis #NFPtweetup]

Classic app design and user experience design is often about simplification. Whereas Gamification often introduces an *extra* layer or experience for users so that they can challenge themselves or others to come out on top.

Young people have been raised with games as a major form of entertainment. They expect fast-paced action and continuous incremental reinforcement, to capture their attention, you need to get how games are played

@b33god

GamificationA. Over-hyped tosh:

#hypedtosh

B. Useful mechanic for driving behaviour:

#behaveMan

C. Just classic application and UX design:

#UXinnit

“Extrinsic motivation produces quick behavior changes in the student, but typically, these changes are temporary and last only as long as the reward is available.”

“Some extrinsically motivated students are only learning material to earn the reward, and might not fully absorb the new information.”

“Intrinsic motivation is characterized by fascination with a subject, and learning something for the sense of accomplishment it provides.”Life as a Teenager - AllPsychologyCareers.com

“Since the activity is generating the motivation, it is mostly self-sustaining for as long as the child wants to continue the activity.”Motivating Learning in Young Children - nasponline.org

[thanks to Noam and Utku from MintDigital http://mintdigital.com/ for these quotes]

@b33god

vsInstrinsic Extrinsic

Motivators

What is the definition for gamification?

Motivating people using the mechanics of status, achievement, reward, and competition. The idea of '‘Levelling up’, and leaving you hanging for more so you want to come back. Badges showing different levels of achievement linking into status, progress bars and meters, points and other rewards that can be earned, loyalty awards, and leaderboards. What really makes people engage in games is the human desire to compete, against others and against themselves.

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The Mechanics

■ Status

■ Achievement

■ Reward

■ Competition

Works better when applied to lots of small actions.

Slight motivational triggers and rewards have more proportional effect than a big motivational trigger or reward for a big action. Continuous incremental reinforcement keeps the person engaged and 'playing'

@b33god

The elements

■ Feedback cycles maintain engagement

■ Clear goals: empowering to achieve

■ Narrative: compelling

■ Challenging but achievable

Green Shield Stamps were a sales promotion or incentive loyalty scheme using trading stamps, designed to encourage or reward shopping, by being able to buy gifts. Founded in 1958 they ran until 1991

@b33god

Green Shield Stamps

SmartGauge with EcoGuide’s unique design uses two, high-resolution, full-color liquid crystal display (LCD) screens on either side of the analog speedometer that can be configured to show different levels of information, including fuel and battery power levels, average and instant miles-per-gallon. Growing leaves and vines track and reward the driver’s efficiency

This is a very fitting use of Gamification as it is highly relevant to and fully integrated into the environment it is used in dashboard. I cannot find any statistics from Ford on how successful they think it's been in encouraging smarter and more efficient driving.

@b33god

Ford’s SmartGauge™

Piano Stairs - a nudge or changing the incentive?

Is it sustainable or does the fun wear off?

http://www.youtube.com/watch?v=2lXh2n0aPyw

@b33god

Piano Stairs

Number of users is not increasing. It had reached a plateau since Aug of 2012

Do users eventually get tired of games and stop playing? Do gamified platforms need to continually evolve and introduce new features to maintain engagement and use?

For longer term sustainability do we need to use game mechanics alongside more intrinsic and real world motivators?

@b33god

FoursquareStarted out as Dodgeball - then revived as Foursquare

with gamified elements.

Greenpeace's campaign to lobby Volkswagon to become more eco-friendly

Over 2 years they got 520,683 petition signatures to pressure Volkswagon to make greener cars

Part game and part PR. Is the Jedi training application gamified or simply a game in the truer sense to engage potential supporters and motivate them to sign the petition? Is there a difference?!

@b33god

App-tivism

copperfeel.org

The app aims to instill a long-term habit of breast checking. Based on research from psychology and behavioral economics

Users receive a photo message each month from a different celeb or image. The app also houses a feature where you can get your friends or partner involved by making them your ‘boob buddy’. You ask them to take some photos, and they pop up on your phone each month.

They reported getting great fundraising results when they set up leagues between universities - it spurred them all on to try and beat each other.

@b33god

Coppafeel

Simply input your quit date and a few other details and kickit will tell you how much you've saved and how long you've quit for.

Add some incentives to help you kick the habit. Kickit will tell you exactly how many days you need to quit smoking for until you reach that goal. Incentives can be something like saving up to buy an iPad.

Kickit will also tell you how your health is improving. Starting with frequent updates that help inspire you to continue with your goal.

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Kickit

Game for young cancer patients.

"The issue of medication adherence is a complex problem for teens and young adults with cancer. They typically have numerous prescriptions that change frequently and have quite toxic adverse effects. These young people need intense support to help make medication adherence a priority. In the randomized trial, patients who played Re-Mission were more likely to adhere to their oral medications. Not only did they enjoy the game, but their improved adherence may possibly lead to improvements in overall survival.”- Tina Baggott, RN, PhD, PNP-BC, CPON University of California San Francisco, Assistant Professor

@b33god

Re-Mission

If you get it right, you get a harder question. If you get it wrong, you get an easier question.

For each answer you get right, they donate 10 grains of rice to the United Nations World Food Program: http://www.wfp.org/?utm_source=freerice.com&utm_medium=link&utm_campaign=fr_hp_link

@b33god

Free Rice

BigMouth is a discussion forum which uses badges and leaderboards to incentivise posting, commenting and other actions on the site. http://bigmouth.vinspired.com

Also take a look at crowdfunding which uses badges, progress bars and 'levels' of investment.

http://www.indiegogo.com/http://www.kickstarter.com/http://vinspired.com/igniter

@b33god

Big Mouth

http://www.thebudge.com/ (USA)

Similar UK platforms:https://www.givey.com/Select a charity to support, connect account to your social networks. You can donate to a user's supported charity via the website, SMS or by Tweeting amount and including user's 'Givey Tag'.

http://www.guess2give.com/Set up a sweepstake and challenge your friends to guess the result of your event

@b33god

Gamifying Donations

Mozilla open badges is free (and open), the other two cost.

http://www.badgeville.com/http://openbadges.org/http://www.gigya.com/gamification/game-mechanics/

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Hosted Gamification

http://www.badgeville.com/http://openbadges.org/http://www.gigya.com/gamification/game-

mechanics/

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Thank you!

#GamifyThis

I've been:damien@vinspired.com@b33god