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Quick introduction to gamification terminology and concepts, in the context of marketing. Includes next steps for deeper dive and gamification implementation.
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Make it Easy Funto Get StartedThe ABCs of Gamification
Gamification is not...
● Crappy badges on a crappy website● Fix for shady product or experience● Fix for poor understanding of customers &
prospects● Actual games
Gamification is...
The use of game elements and game-design techniques in non-game contexts.
● Multiplier● "Fun theory"● Next step in evolution of marketing● Engaging experiences● Spirit of a game● Fun is job #1
Anything can be made fun
goo.gl/pNGhC
"Everything in the future online is going to look like a multiplayer game."
Eric SchmidtGoogle Chairman
Internet Goes MMOG
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
The Gamification Onion
Mindset Shift
Prospects & Customers=
Players
Player Types (Bartle's)AchieversDefined by:A focus on attaining status and achieving preset goals quickly and/or completely.
Engaged by:Achievements
Typical makeup: 10%
SocializersDefined by:A focus on socializing and a drive to develop a network of friends and contacts.
Engaged by:Newsfeeds, Friends, Lists, Chat
Typical makeup: 75%
KillersDefined by:A focus on winning, rank, and direct peer-to-peer competition.
Engaged by:Leaderboards, Ranks
Typical makeup: 5%
ExplorersDefined by:A focus on exploring and a drive to discover the unknown.
Engaged by:Hidden Achievements
Typical makeup: 10%
Gamer Psychology Quiz
Explorer: 74%Achiever: 66%Socializer: 60%Killer: 7%
goo.gl/fnQN3
Mindset Shift
Extrinsic Rewards Intrinsic Value
AmyJoKim.com
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
Game Mechanics
Badges
LevelsLeaderboards
ChallengesRewards
Onboarding Incentive Loops
Points
Types of Points
Experience: most important, earned for every action, may expire, never go down, not redeemed (always goes up, keep earning)Redeemable: goes up & down, redeemable for goods (ie. bank balance)Skill-based: assigned to specific activities that are tangential to XP or tangential to redemptionKarma: sole purpose is to be given them away, get no benefit from keeping them (ie. voting system)Reputation: often most complex, incorporate a number of different things, used when a system can't verify trust
Why Badges
Collecting: historically badges were a collection mechanismSurprise/pleasure: "awesome, I earned a badge"Visually valuable: aesthetically pleasing, people can want them because they look goodSocial promotion: opportunity for a user to promote your product in the social graph, "I'm gonna share this with others"Goals & progress: can be a progress mechanic
Levels
Progression of difficulty (don't slam them up front)Difficulty from level to level is not linear, usually exponential up front and then decreasing over time
Reward Intervals
Fixed Ratio: given after a fixed number of actions Variable ratio: given after an unknown number of actions
Challenges
Aligned with levels and experience pointsMaintain "Flow" - balance between ability level and challenge(Treasure hunt)
Leaderboard Tips
Always put the user in middle of the leaderboardShow friends above and below themShow them a specific instruction on what they can do to move up
Incentive Loop Tips
(Viral loop)Evolve through levelsBe deliberate & focused:● how to get users into the experience,● what keeps them engaged, and● how to bring them back
ie. connecting & expressing > tweet > @mentions > followers > rinse & repeat
Onboarding
First minute is the most importantMinimize choice
Slowly reveal complexity of system to userDon't explain, experienceOffer benefits first, then ask for registration (give them something for free first, RIA)
Examples
Xbox.com/live: achievements, leaderboardsFourSquare.com: badges, rewardsGetGlue.com: rewardsLinkedIn.com: progress barSalesForce.com: leaderboard, achievements, levelingMint.com: achievements, progress barCheckPoints.com: virtual currency, rewardsShopKick.com: virtual currency, rewards, contestsHallmark.com: Facebook credits, virtual goods, gifting, sharingStarbucks.com: leveling, rewardsNike.com: achievements, badges, challenges, rewardsBuffaloWildWings.com: trivia, challenges
Service Providers
Bigdoor.comBunchball.comBadgeville.comiActionable.comGigya.com
Gabe Zichermann
goo.gl/xW9Bj
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
Kevin Werbach
goo.gl/l07iw
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
Will Wright
goo.gl/WfNim
Game Design to Drive
Mass Change
Game Mechanics
Game DesignThinking
Sociological Motivators in Game Design
Jane McGonigal
goo.gl/fe9C5
Fun is Job #1