The base presentation file for my 8-hour mini-course @CafeIT of Fanap about gamification. I took some steps further from just introducing the gamification and talked about the basic needs for designing a gamification solution.

1. Let’s Learn about
Gamification and Designing
a Gamification Solution!
Alireza Ranjbar Shourabi
@ARSHourabi

2. Alireza Ranjbar Shourabi
v Art of Light and Motion Game Studio – CEO
v IGA – Co-Founder
v Hamsaa – Gamification Designer (Social Network)
v Tooska – Gamification Designer (Khandevaneh - Second Screen)
v ICONish – Gamification Designer (VAS)
v Gamification Guru – Top 20 (Global Leaderboard)
v Previously :
v FANAP – Gamification Designer (Payment Solutions)
v Faranesh – Gamification Designer (eCommerce-eLearning Campaigns)

3. Knowledge
You will learn more about
someone in 1 hour of
gaming than in 1 year of
work.

4. Why are we here ?
v To know if Gamification is the solution you seek for your problem!
v To know more than just introduction about Gamification!
v To learn the primary needs of a Gamification design process!

5. Gamification Market worth 11.10 Billion
USD by 2020

6. Who is using Gamification?
v USA Networks
v LiveOps
v Dell
v Kaiser Permanente
v eBay
v Cisco
v Recyclebank
v Universal Music
v Siemens
v Yelp
v Verizon
v Nike
v SAP
v American Express
v Salesforce.com
v CodeAcademy
v Deloitte
v Samsung
v Foursquare
v Stack Overflow
v Facebook

7. Gamuts
v Product Gamification
v Workplace Gamification
v Marketing Gamification
v Lifestyle Gamification

8. Gamification Definitions
§ The Process of using Game-Thinking and game Mechanics To Engage users
and Solve Problems.
§ The process of turning an activity or task into a game or something that
resembles a game.
§ To apply game mechanics and game thinking to other areas of activities in
order to boost engagement (and other metrics) with a product or service.
´ And so many other definitions …

9. Gamification is …
´Learning from games and their abilities to
connect with people.
´Using game elements while knowing that a
game is a lot more.
´Thinking like a game designer.
´Having objectives other than winning in the
game

10. Exercise, Electricity & Fun
(Fun Theory)

11. Power of Games
1) CLEARLY DEFINED GOALS
2) CLEARLY DESIGNED RULES
3) BETTER SCOREKEEPING
4) MORE FREQUENT FEEDBACK
5) CONSISTENT COACHING
6) FUN SURPRISES
7) DATA DRIVEN DESIGN

12. Self Determination Theory
SDT
Autonomy
Competence
Relatedness

13. What Games are you playing?
v Clash of Clans
v Alien Creep
v Candy Crush Saga
v Plants VS Zombies
v Traffic Rider
v Monument Valley
v Life Line

14. Mechanics & Dynamics
v Game Mechanics
v Point
v Level
v Badge
v Leader-board
v Challenge
v Quest
v Progression
v Wheel of Fortune

15. Game Mechanics
and
Human Desires

16. Periodic Table of Gamification Elements
(Gamified UK)

17. Points System
´ Absolute requirement for all gamified systems
´ Some examples in real life
´Cash score
´Video game score
´Social networking score
´ Composite Metrics

18. Types of Point Systems
´ At least one type
´ Using more than one brings the complexity but more
control
´ Types :
´Experience points
´Redeemable points
´Skill points
´Karma points
´Reputation points

19. Experience Points
´ XP is the most important one
´ It’s not a currency
´ Every action has XP
´ Never goes down
´ Always grows and has no limit
´ Is not redeemable
´ Can be expired
´ Creating goal loops

20. Leader-boards
´ Two Major Types
´ The no-disincentive leaderboard
´Social incentive
´Right in the middle
´ The infinite leaderboard
´Locally
´Socially
´Globally
´ Privacy (gym example)

21. Level (level design)
´ Logical (understandable by player)
´ Extensible (you can add levels when needed)
´ Flexible
´ Testable
´ Refinable

22. Motivational UX
– Add Gamification to UX design and you’ll have Motivational UX

23. Motivational UX

24. GrowthHack

25. GrowthHack – Sample usage of
Gamification

26. Persuasive Design

27. Persuasive Design

28. Gamification of Recycling

29. Mint

30. Social Network

31. Broccoli and Gamification
v Htas2r38 gene (blocks the uptake of iodine to the thyroid)
v 70% of all humans
v Takes the average child 12 years to go from hating broccoli to loving it.
v Force
v Convince
v Airplane game / Stops working after a while
v Use sauce / Health issues of sauce
v Action / Achievement / Reward loop

32. Types of Gamification
§ Structural / Content
§ Exterior (customer)
§ Interior (employee)
§ Behavior Change

33. External Gamification
´External
´Marketing
´Sales
´Customer engagement

34. Club Psych

35. Internal Gamification
´Internal
´HR
´Productivity enhancement
´Crowd sourcing

36. Microsoft Language Localization

37. Foldit

38. Behavior Change Gamification
´Behavior change
´Health and wellness
´Sustainability
´Personal finance
´Social good applications

39. HabitRPG

40. A Gamified World

41. Motivations : Intrinsic & Extrinsic

42. Intrinsic & Extrinsic

43. Change Behavior

44. Engagement
´ Connection between a consumer and a product or
service.
´ The period in a romantic couple’s relationship during
which they are preparing and planning to spend the rest
of their lives together.
´ The period of time at which we have a great deal of
connection with a person, place, thing, or idea.

45. Engagement
v There is no single metric on the Web or in mobile technology that breaks
down or sufficiently measures engagement.
v Recency
v Frequency
v Duration
v Virality
v Ratings
v Gamification can boost up each of these!

46. Engagement

47. Some Frameworks
(Andrzej) (MDA)

48. Some Frameworks
(Monica Cornetti)

49. Some other Approaches

50. Player’s
Journey

51. Power of Games

52. Designing
Gamification Solution
1) Setup the Team
2) Understand Business objectives
3) Select and know Target behaviors
4) Knowing the user
5) Designing activity cycles and scaffolding
6) Considering FUN
7) Tools for design and implementation

53. Knowledge :
Gamification Design Process is Agile

54. Step 1 : The TEAM
Gamification
Designer
Market
Dev
DataUX
CRM/HR

55. Step 2: What are yours?

56. Step 2 : Objectives

57. Step 2 : Objectives

58. Step 2 : Objectives

59. Step 3 : Target Behavior

60. Step 3 : Target Behavior

61. Step 3 : Target Behavior

62. Creating Behavior

63. Step 4 : Know your Player

65. Step 4 : PlayerTypes
(RICHARD BARTLE / Dominique Mangiatordi)

66. Step 4 : Player Type
Achiever

67. Step 4 : Player Type
Socializer

68. Step 4 : Player Type
Explorer

69. Step 4 : Player Type
Killer

70. Step 4 : Player Type Relationships

71. Step 4 : Player Type
Disruptor

72. Step 4 : Player Type
Another POV

73. Step 4 : Player Type
Common Path

74. Staying Interesting

75. Step 5 : Loops & Feedback

76. Ford Fusion

77. Step 5 : Loops & Feedback

78. Step 5 : Loops & Feedback

79. Step 5 : Loops & Feedback

80. Step 5 : Loops & Feedback
´ Challenge
´ Achievement
´ Reward
– Dopamine for the brain

81. Step 5 : Scaffolding

82. Onboarding
´ The very First minute!
´ Do not explain anything.
´ Let the player experience.
´ Give a value to your player in the first minute
´ Don’t ask for registration.
´ Don’t give to much information.
´ Help player becomes a winner in the 1st minute

83. Onboarding
´ Challenging and Complex
´ Reveal the complexity of the system slowly
´ Reinforce the user positively
´ Remove opportunities to fail
´ Learn something about the players

84. Step 5 : Flow Theory

85. Step 5 : Social Engagement Loop

86. Step 5 : Bad Gamification :D

87. Step 6 : FUN

88. Step 6 : FUN
´ “In every job that must be done, there is an element of fun.
You find the fun and snap! The job’s a game.”

89. Step 6 : FUN
´ Winning
´ Problem-solving
´ Exploring
´ Chilling
´ Teamwork
´ Recognition
´ Triumphing
– Collecting
– Surprise
– Imagination
– Sharing
– Role Playing
– Customization
– Goofing off
• Fun can (and should) be designed
• Fun can be challenging!
• Appeal to different kinds of fun

90. Step 6 : FUN
´ Count some topics that are not fun.
´ Planting crops
´ Killing people
´ Air traffic control
´ Cleaning a baby
´ Waiting for tables
´ What does make a game fun?

91. Step 7 : Tools
v Gathering the data you need for design
v Set the path for journey and narrative
v Have some way for showing it to others
v Calculate the numbers in play
v Analyze the out come for refining the design

92. Gamification Model Canvas

93. Value Proposition

94. Value Management

95. Functional Analysis

96. Mind Mapping

97. Visual Aid Tools

98. Describe Visually

99. Understandable for Dev Team

100. Start with Sketches

101. You may need beautiful works, too!

102. Usage

103. The Narrative & Journey

104. TWINE

105. Mockups

106. Balsamiq

107. Numbers / Calculations / Simulations

108. Machinations
Joris Dormans

109. Data Analysis - R Studio

110. Anaconda / Spyder 3 / Python ide

111. § If there is a problem with the core of the business, forget Gamification!
§ Not every business needs to be Gamified.
§ Never disrupt the balance in the business if you’re not prepared.
§ Never get out of the Flow zone!
§ Always check with Self Determination Theory.
§ Use the DATA! It’s data driven and it’s a process that never stops!

112. The Future

113. REFs
v Gamification by Design – Gabe Zichermann & Christopher Cunningham
v A Theory of FUN – Raph Koster
v Reality is broken – Jane Mcgonigal
v For the WIN – Kevin Werbach (Soon in Persian)
v Art of Game Design : A book of Lenses – Jesse Schell (In Persian)
v Game Mechanics : Advanced game design – Ernest Adams & Joris
Dormans
´ Gamified UK website

114. Thank you for Listening!
Alireza Ranjbar Shourabi
@ARSHourabi