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Rootstech-The Basics of Gamification
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Basics of Gamification for the Rootstech conference. No big enlightenments
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Rootstech-The Basics of Gamification
1.
The Basics of
Gamification Dave McAllister – Director, Open Source and Accessibility © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential.
2.
A brief history
of social games (http://radoff.com) § From presentation at Gamification Summit 2011 – Jon Radoff © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 2 Rootstech 2012 @Dave McAllister
3.
What is Gamification?
Gamification is: the process of using game mechanics and game dynamics (game thinking) to engage users and solve problems § In short, drive game like behavior and engagement in non- gaming environments Gamification is not about § Game theory § Game development § Or a cure for a poor product design “50% of all innovation processes will be gamified by 2015” - Gartner © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 3 Rootstech 2012 @Dave McAllister
4.
Some fun examples ©
2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 4 Rootstech 2012 @Dave McAllister
5.
Goals of Gamification
§ Drive Participation § Increase the number of people willing to (and capable of) taking part § Increase Engagement § Drive more interactions, including sharing and deeper responses § Create Loyalty § Maintain return traffic as well as increased viral “social media” marketing Gamification could deliver application lock-in in an web-based world. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 5 Rootstech 2012 @Dave McAllister
6.
Engagement §
Motivation leads to engagement § Intrinsic motivation – innate desire to do something rewarding in and of itself § External motivation – driven by desire (or fear) of external reward (or punishment) Self- State of being actualization State of needing Esteem Status, achievements, rank, reputation Belonging Cohesion, virality, community Safety Security, money Physical Food, water, air Maslow’s Hierarchy of Needs (1943) … © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 6 Rootstech 2012 @Dave McAllister
7.
The gamified engagement
loop § Desire § Mastery © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 7 Rootstech 2012 @Dave McAllister
8.
The gamified engagement
loop § Desire § Incentive § Challenge § Achievement/ reward § Feedback § Mastery © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 8 Rootstech 2012 @Dave McAllister
9.
Measuring Engagement
§ Engagement is driven by (and may be measured by) § Recency § Frequency § Duration § Virality § Ratings © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 9 Rootstech 2012 @Dave McAllister
10.
Engagement summary
§ Intrinsic motivations are more likely to drive higher engagement scores § Engagement is powered by game dynamics § Remember M3: Motivation, Momentum and Meaning © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 10 Rootstech 2012 @Dave McAllister
11.
Loyalty systems change
over time § 1800’s – Tangible goods model, buy something, get something § 1930’s – “Cash” incentives, rise of the virtual currency § 1980’s – Loyalty systems, and status recognition § 2000’s – Virtual rewards Why do these change? © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 11 Rootstech 2012 @Dave McAllister
12.
Gamified Loyalty
Human behaviors are essentially learned through conditioning SAPS Status Access Power Stuff Variable Ratio maintains behavior © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 12 Rootstech 2012 @Dave McAllister
13.
Changing costs and
status value of loyalty 250 200 150 costs status value 100 50 0 1800 1850 1900 1950 2000 2050 © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 13 Rootstech 2012 @Dave McAllister
14.
Player types -
Bartles < 1% ~ 10% ~ 80% ~ 10% Gamifying the quiz http://www.gamerdna.com/quizzes/ bartle-test-of-gamer-psychology? cobrand= Richard Bartle (1996), "Hearts, Clubs, Diamonds, Spades: Players Who suit MUDs," © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 14 Rootstech 2012 @Dave McAllister
15.
Player types -
Radoff Evolutionary Gameplay Motivations © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 15 Rootstech 2012 @Dave McAllister
16.
Player motivations and
types © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 16 Rootstech 2012 @Dave McAllister
17.
The 6 rules
of Gamification design § Understand what constitutes a “win” for the organization/sponsor § Unpack the player’s intrinsic motivation and progress to mastery § Design for the emotional human, not the rational human. § Develop scalable, meaningful intrinsic and extrinsic rewards § In scaling your project, don’t roll your own § Most interactions are boring: make everything a little more fun © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 17 Rootstech 2012 @Dave McAllister
18.
Step 1: Get
§ Don’t design a game § Focus on § Recognition and Reward § Status § Achievement § Competition § Collaboration § Don’t expect gamification to replace the need for good content § Prepare to build a community and make it interactive © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 18 Rootstech 2012 @Dave McAllister
19.
Step 2:
goals and interests § Understand your business goals § Understand your users § Balance the business goals and the users interests © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 19 Rootstech 2012 @Dave McAllister
20.
Step 3: lights,
camera, § Prioritize what you want users to do, in your interests § Determine success § Including how to measure success § Establish solid baselines § Add elements one at a time © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 20 Rootstech 2012 @Dave McAllister
21.
Step 4:
, and § Mechanics are how to control user actions § Dynamics are how the user interacts with the mechanics § Aesthetics are how the user feels about the experience While sometimes referred to as badges and points, there are far more parameters to be applied © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 21 Rootstech 2012 @Dave McAllister
22.
Game Mechanics
§ Are the constructs and feedback loops which are intended to encourage game play. § Common examples: § Status, equating to rank and reputation § Feedback (of progress), points § Progression, Completion § Achievement § Social interaction § Self expression § There are a lot of mechanics http://gamification.org/wiki/Game_Mechanics © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 22 Rootstech 2012 @Dave McAllister
23.
Game Dynamics
§ Time related evolution and patterns that make an activity enjoyable. § The dynamic game-rule feedback loop § The player dynamics § Dependent on gamer personality § Examples: § Progression versus Status § Reinforcement schedule (of rewards) versus points § Appointments and countdowns § Social driven discovery § Competition © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 23 Rootstech 2012 @Dave McAllister
24.
Step 5: Keep
them wanting § Make your mechanics work for you § Make recognition make sense § Reward on a schedule to match your desire A reward can be anything, virtual or physical Choose when to reward § Variable == behavior continuance § Fixed == Learning and deadline § Level up (target the flow state) © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 24 Rootstech 2012 @Dave McAllister
25.
Step 6: don’t
now § Real time feedback § Newsfeeds § Groups and teams § Leaderboards § Virtual Goods § Pricing and value § Gifts § Secondary markets § Revenue stream? © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 25 Rootstech 2012 @Dave McAllister
26.
Step 7: Wherever
go, there are § Design for support of mobile or multi-screen approach § Tap the power of existing social media behemoths § Keep in mind location § Keep in mind geo-cultures © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 26 Rootstech 2012 @Dave McAllister
27.
Summary: Make it
§ Keep it as simple as needed, not simple as possible § Know who you are targeting § Know what you want to get § Measure it § MDA == Mechanics, Dynamics and Aesthetics § SAPS == Status, Access, Power, Stuff’ © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 27 Rootstech 2012 @Dave McAllister
28.
For more information
and thanks to the giants § Gamification by Design, Gabe Zicherman http://gamification.co/gabe-zichermann/ § Game On, Jon Radoff http://radoff.com/ § The Science of Gamification, Michael Wu, Ph,D http://www.linkedin.com/in/michaelwuphd § Bunchball (http://www.bunchball.com/) for two amazing whitepapers: § Winning with Gamification § Gamification 101 § The Gamification Blog: http://gamification.co § Gamification University: http://gamificationU.com © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 28 Rootstech 2012 @Dave McAllister
29.
© 2011 Adobe
Systems Incorporated. All Rights Reserved. Adobe Con dential.
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