Make it Fun to Get Started

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    17-Oct-2014

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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 choiceSlowly reveal complexity of system to userDon't explain, experienceOffer benefits first, then ask for registration (give them something for free first, RIA)

ExamplesXbox.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