DR. KEERATI JITTRAWONG

Gamification… really?

Feeling familiar…

gam·i·fi·ca·tionˌɡāmifəˈkāSHən/

noun

1.the application of typical elements of game

playing (e.g., point scoring, competition with others,

rules of play) to other areas of activity, typically as

an online marketing technique to encourage

engagement with a product or service.

2."gamification is exciting because it promises to

make the hard stuff in life fun"

What is Gamification?

Source: Oxford Dictionary

Gamification is gaining popularity…

Source: Gamification Summit 2014

A word from Gartner Group…

The world has changed…

People’s attention becomes the scare resource!

Everything is competing for people’s attention

Gen Y has entered the workforce

Games are the most engaging form of entertainment!

Games have evolved for decades!

To the social game era…

Fun ≠ GraphicsFun = Mechanics + Social

Games are not the kids things anymore…

Source: Quantcast

However, Gartner released a different statement in 2012…

80 Percent of Current Gamified Applications Will

Fail to Meet Business Objectives Primarily Due to

Poor Design

Gartner Press Release - 2012

Source: Gigya

Solid gamification companies will survive and thrive

Gamification in Action!

Reward & Punishment isn’t new!

Gamification hit on our psyche!

The secret…

Human do have instincts!

and we do it subconsciously…

It took 6 billion years from apes to human…

Our modern civilization just start 6 hundred years ago

Evolutionary Psychology

• Doing the harder thing

Prefrontal cortex

• Interpretive instincts

Neocortex

• Social instincts

Old mammalian

• Physical instincts

Reptilian

A caveman in the modern world!

Humans are not very rational!

Humans are social animal!

That’s why gamification works surprisingly well!

Gamification preliminary

Positive feedback loop!

Action

Reaction

ModifierKill

monsters

Earn points

Level up

Csikszentmihalyi's Flow model

Intrinsic Reinforcement!

• The human brain has hardwired physiological responses that had survival value

• The dopamine-reward system is fueled by the brain's recognition of making successful prediction, choice, or behavioral response

• However, the system is only activated when the outcome is not assured– Right level of challenge!

Dr. Judy WillisA neurologist and a teacher

Given the right challenge, people are willing to work very hard!

Gamification mechanics

Fast Feedback

Transparency

Goals

Badges

Leveling Up

Onboarding

Reduce frustration & give positive reinforcement

Competition

Collboration

Community

Points

Gamification of the Puzzle Game

Candy Crush Saga

The Book – Loyalty 3.0

• Rajat Paharia

• Founder & Chief Product Officer of Bunchball Inc.

• Leading Gamification company

• Extensive gamification experiences across the globe

About the Course

Psychology Gamification Project

Thank you!