Using a Gamification Framework to Start Your Own Gamification Project

Using a Gamification Framework
to Start Your Own
Gamification Projects
Marta Rauch
Marta Rauch @martarauch,

@martarauch

"Using a Gamification Framework to Start Your Own Gamification Projects"

LavaCon 2013 Copyright 2013.

Our Game Plan
• Importance of Best Practices
• Gamification Design Framework

• Your Gamification Project
• Resources
Tip! Details are in my slides
posted on SlideShare:
http://www.slideshare.net/MartaRauch

2013.


Key Takeaway:
Use a gamification
framework to ensure
the success of your
gamification project!

LavaCon 2013 Copyright

The Importance of
Best Practices




Gamification Can Provide Benefits
 Increase customer engagement
 Motivate participation
 Influence behavior
 Drive adoption, learning, loyalty
 Improve quality of service

 Increase efficiency
 Reduce time, costs

 Drive profits
Badgeville http://badgeville.com/



But Many Projects Will Fail
“By 2014, 80 percent
of current gamified
applications will fail
to meet business
objectives, primarily
due to poor design.”
-Gartner
http://www.forbes.com/sites/gartnergroup/2013/01/21/thegamification-of-business/



Gamification
Design Framework




Gamification Design Framework
1. Define business objectives
2. Describe your players
3. Delineate target behaviors
4. Devise activity loops
5. Don't forget the fun
6. Deploy appropriate tools

Kevin Werbach, For The Win: How Game
Thinking Can Revolutionize Your Business



Gamification Framework
Step #1
Define
business
objectives
Why are you gamifying?
How will this benefit your business?
What are your objectives?
What metrics will measure success?

Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business



Step #2
Describe
your
players
Who will participate in your gamified activity?
What motivates them?
What game elements will be effective?




Know What Motivates Players

http://nikeplus.nike.com/plus/




Step #3
Delineate
target
behaviors
What will players do?
How does this align
with your objectives?
How will you measure success?

Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Read Social App http://www.readsocialapp.com



Amy Jo Kim's Social Actions Matrix

http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/



Step #4
Devise
activity loops

How will you onboard new players?
How will players progress in your system?
What type of feedback will you provide?
How will you keep experienced players motivated?




Game Techniques in Gamification
Game dynamics – motivate behavior
Examples: scenario, rules, progression

Game mechanics – help achieve goals
Examples: teams, competitions, rewards, feedback

Game components – track progress
Examples: quests, points, levels, badges, collections

Badgeville http://badgeville.com/



Gamify Tasks

http://blogs.adobe.com/phosphors/2012/06/play-levelup-for-photoshop-and-win.html



Tie in to Social Networks

https://www.facebook.com/LevelUpForPhotoshop



Step #5
Don't
forget
the fun
Will players enjoy your
gamified system?
Would they want to
participate without rewards?




Step #6
Deploy
appropriate
tools
Will you use a web site, mobile app, or social network?
Will you use intrinsic or extrinsic rewards?
Will you develop in house or hire a vendor?
How will you deploy your system?

How will you measure its success?




Schedule Playtesting

http://www.microsoft.com/en-us/playtest/default.aspx



Incorporate Accessibility
If your product is required to be accessible, ensure that it
conforms to corporate accessibility guidelines.

http://www.includification.com/



Plan for Localization
Localizing games involves more than translation. Allow extra time.
Consider the country and culture.
Examples:
• Rewards: What motivates one
culture may not appeal to others
• Leaderboards: In some cultures,
being #1 is not desirable

• Quests: Customize to
country and corporate culture
• Feedback: Consider societal norms

• Legal: Be aware of privacy laws
http://schedule.gdconf.com/sessions/track/localization-summit



Your Gamification
Project




Your Gamification Project
1. What are my objectives and success metrics?

2. Who are my players? What motivates them?
3. What behaviors do I want to encourage?

4. What activity loops will I set up?
5. How is this fun for my players?

6. What tools will I use?
Game dynamics – motivate behavior
Examples: scenario, rules, progression
Game mechanics – help achieve goals
Examples: teams, competitions, rewards, feedback

Amy Jo Kim http://amyjokim.com/2012/09/19/socialengagement-whos-playing-how-do-they-like-to-engage/

Game components – track progress
Examples: quests, points, levels, badges, collections



Resources for
Learning More




Selected Resources
• Marta Rauch, SlideShare: http://www.slideshare.net/MartaRauch
• Marta Rauch, Gamification is Here: Build a Winning Plan, STC Intercom,
http://intercom.stc.org/2012/12/gamification-is-here-build-a-winning-plan/
• Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business,
http://wdp.wharton.upenn.edu/books/for-the-win/

•
•
•
•

Gamification course by Kevin Werbach via Coursera: https://www.coursera.org/course/gamification
Gamification in the Enterprise blog, https://blogs.oracle.com/Gamification/
@GamifyOracle on Twitter: https://twitter.com/GamifyOracle
For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-dealabout-bartles-player-types/

• Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs”
http://www.mud.co.uk/richard/hcds.htm

• Amy Jo Kim, Gamification 101: Design the Player Journey Social Engagement: Who's playing, how do they like to engage?
• Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-bringsgamification-to-adobes-digital-marketing-suite/
• Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual
http://www.gameaccessibilityguidelines.com/guidelines/full-list/

• Game Localization, http://gamelocalisation.wordpress.com/
• Gabe Zichermann and Joselin Linder, The Gamification Revolution: How Leaders Leverage Game
Mechanics to Crush the Competition, http://www.amazon.com/Gamification-Revolution-Leverage-MechanicsCompetition/dp/0071808310/ref=la_B002W1MUQW_1_1?ie=UTF8&qid=1366931862&sr=1-1

• Rajat Paharia, Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data
and Gamification, http://www.amazon.com/Loyalty-3-0-Revolutionize-Engagement-Gamification/dp/0071813373



Game On!
Your goal: Learn gamification skills to prepare for new projects and
enhance your career.

Your strategy: Gain skills by completing quests and progressing
through levels. Demonstrate mastery when you complete Level 6.

Power ups:

After you complete each level, you earn a badge. After
you level up to Level 6, you are ready to work on gamification projects!

Badges and levels:

Level 1
Newbie

Level 2
Level 3
Apprentice Gamer


Level 4
Enterprising


Level 5
Designer

Level 6:
Guru!

Level 1: Journey Begun
Your quest
Attend this presentation and listen for tips.
Level 1
Newbie

Level 1

Level 2

Level 3

Level 4

Level 5


Level 6


Level 2: Gamification Technology
Your quest
Learn about gamification providers.
Check out Gamificationco’s list of vendors.

Level 1

Level 2

Level 3

Level 4

Level 5


Level 2
Apprentice

Level 6


Level 3: Deeper Understanding
Your quest
• Play games to understand game mechanics,
dynamics, onboarding, leveling up, rewards,
language, aesthetics
• Become familiar with game concepts and
terminology

Level 1

Level 2

Level 3

Level 4

Level 5


Level 6


Level 3
Gamer

Level 4: Involved
Your quest
• Learn about gamification projects at your company.
Suggest ways gamification can address business needs.
• Connect to gamification communities via social media.

• Read gamification articles and posts.
• Attend gamification events and conferences
like GSummit.

• Get certified!

Level 1

Level 2

Level 3

Level 4

Level 5


Level 6


Level 4
Enterprising

Level 5: Design and Playtest
Your quest
Design a gamification system.
1. Pick an enterprise problem suitable for gamification
that addresses business needs.
2. Understand your players, learn what motivates them.
3. Plan business objectives, game dynamics, mechanics,
components, player journey, feedback, intrinsic rewards.
4. Create a storyboard and mockup. Make it fun!
5. Invite players to playtest the game.
6. Confirm that players are motivated to reach goal,
game meets business objectives, and is fun.
7. Incorporate feedback, iterate, measure success.
Level 1

Level 2

Level 3

Level 4

Level 5


Level 6


Level 5
Designer

Level 6: Mission Accomplished!
Your quest
• Hold an internal Gamification Summit. Collaborate to
gamify your company’s products and communities.
• Hold a focus group to understand player motivation
and how to enhance experience with gamification.
• Design game systems that are fun and meet
business needs using internal motivation.

• Measure success. Do playtesting and iterations.
• Enjoy increased customer engagement, learning,
motivation, satisfaction, loyalty, and retention.

Level 1

Level 2

Level 3

Level 4

Level 5


Level 6


Level 6
Guru

You are developing gamification skills, and are on track
for 2015, when 50% of enterprises will gamify innovation,
and 70% will have at least one gamified product.
Following the tips in this presentation will help you achieve your goal.

You’re in the game!

Best wishes for success with your
gamification project.



Mission Accomplished
• Importance of Best Practices
• Gamification Design Framework

• Your Gamification Project
• Resources

Tip! Details are in my slides
posted on SlideShare:
http://www.slideshare.net/MartaRauch



Key Takeaway:
Use a gamification
framework to ensure
the success of your
gamification project!


Thank You!
•
•
•

•

@martarauch
Marta Rauch
+Marta Rauch
Marta Rauch


Connect
with me



About the Speaker
Marta Rauch is a senior principal information developer and team lead at Oracle,
where she participates in corporate gamification initiatives.
She has worked at two game companies, completed the 2012 Gamification
course via Coursera and Kevin Werbach of the Wharton School, and is a
Certified Gamification Designer.
An STC Associate Fellow, Marta is a frequent presenter for conferences and
webinars, and has published articles for IEEE, STC Intercom, and the Center for
Information Development Management Best Practices. She has received 15 STC
awards for individual and team projects at the regional and international level.
Marta holds a BA from Stanford University, a teaching credential, and a certificate
from UC Extension in Managing the Development of Technical Communication.
The statements and opinions expressed here are the author’s own and do not necessarily represent those of Oracle Corporation.



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