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"How to Evaluate Gamified Design" by Ken Lynch, Co-founder and CEO, Reciprocitynow.comWhat’s the difference between good and bad gamified design? And what is the difference between developing a game mechanic vs. normal feature development? If you’re evaluating a gamified application or the companies who make them, join Ken in a discussion, and learn from his personal experience in gamified development.
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Evaluating Gamified Design
Ken Lynch, CEO
reciprocitynow.com ReciprocityEngage Your Team
Of progress bars and trophies
ReciprocityEngage Your Team
Separating the good from the bad
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If gamification designers are kings
ReciprocityEngage Your Team
Separating the good from the bad
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If gamification designers are kings, you are the king makers.
ReciprocityEngage Your Team
Where to start?
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Ask 20 questions?
ReciprocityEngage Your Team
Where to start?
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Ask 20 questions?
But there are rule breakers, and bad implementations
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Using a framework
To start: know your users
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There are 4 kinds of of people
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Bartle’s Player Types:1. Killer’s
2. Achievers3. Socializers4. Explorers
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Let’s simplify the model
3 user types
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There are 3 kinds of people
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1. Geeks – 3%
2. Leaders – 15%
3. Followers – 82%
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Same as Geoffrey Moore’s User Model
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Followers
Leaders
Geeks
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Let’s simplify the model even more
2 user types
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There are only 2 kinds of people
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1. People who are attracted.
2. People who are compelled.
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2 types of motivations (game mechanics)
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1. Win a trophy
2. Finish a progress bar
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Combine these 2 mechanics – the game loop
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My gamification startup story
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From Currency Geek…
ReciprocityEngage Your Team
My gamification startup story
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From Currency Geek…
ReciprocityEngage Your Team
My gamification startup story
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From Currency Geek…
ReciprocityEngage Your Team
My gamification startup story
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From Currency Geek…
to Gamification Leader
ReciprocityEngage Your Team
Lesson from a Game Designer
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1. Create it
Marcus Gosling (game designer)
ReciprocityEngage Your Team
Lesson from a Game Designer
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1. Create it 2. Tweak it
Marcus Gosling (game designer)
ReciprocityEngage Your Team
Lesson from a Game Designer
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1. Create it 2. Tweak it3. Tweak it again
Marcus Gosling (game designer)
ReciprocityEngage Your Team
Lesson from a Game Designer
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1. Create it 2. Tweak it3. Tweak it again4. You will get it right!
Marcus Gosling (game designer)
ReciprocityEngage Your Team
Lesson from a Game Designer
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1. Create it 2. Tweak it3. Tweak it again4. You will get it right!5. … by the 10th time! Marcus Gosling
(game designer)
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The 1st design is probably a bad design.
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Solution: ITERATE! ITERATE! ITERATE! ITERATE! ITERATE!
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Solution: ITERATE! ITERATE! ITERATE! ITERATE! ITERATE!
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Solution: ITERATE! ITERATE! ITERATE! ITERATE! ITERATE!
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Solution: ITERATE! ITERATE! ITERATE! ITERATE! ITERATE!
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•Goals
•Metrics
Both have:
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Goals
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• Be specific
Goals
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• Be specific• Be realistic
Goals
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• Be specific• Be realistic• Support a vision
Goals
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• Be specific• Be realistic• Support a vision• Hook it up to your metrics
Goals
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Metrics
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Metrics
Use analytics
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How to gamify your app?
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How to gamify your app?
Share your goals and metrics with your users
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• User frameworks• Goals and metrics• Iterate
BE A GAMIFICATION KING MAKER!
Judge game design
Ken Lynch, CEO
reciprocitynow.com ReciprocityEngage Your Team
How do you evaluate gamified design?
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• How is gamification the same as a startup?
• A bad design that you implemented (what was the fix?).
• How can you tell what to change in your design?
• What is your gamification compass?
• When should you not gamify?
List of goals/metrics questions to ask:
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Backup Slides
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1. Does it have negative feedback?2. Are the feedback loops short?3. What if you take away the points/levels/badges?4. Is it time-boxed for the user?5. What are the intrinsic rewards?6. “I join” buttons or just get assigned?7. Does it need a critical mass of people already?8. Does it rely on a critical mass of FRIENDS?9. What game mechanics don’t feel like game
mechanics?
What questions to ask the Design Kings?
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But there are Rule breakers, bad implantations
Example: lazy registration. For IMVU, it wasn’t needed.
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