Intro to Gamification – More Than Points and Badges

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Intro to Gamification – More Than Points and Badges

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gamification-intro-presentation

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Intro to Gamification

More Than Points and Badges

Created by Evan Oxfeld / @evanoxfeld

Select a Zone

Green Hill Zone: Define gamification Chemical Plant Zone: Explore why you'd gamify Labyrinth Zone: Introduce game design Boss Battle (AKA Final Zone)

1-1 Define gamification

The use of game elements and game design techniques in non-game contexts. (Source: Kevin Werbach)

  • Game elements e.g. points, badges, leaderboards, quests
  • Design techniques - balance the game
  • Non-game contexts
    • External e.g. marketing
    • Internal e.g. enhance productivity
    • Behavior change

1-2 Cross-disciplinary

  • Psychology
  • Design
  • Business strategy
  • Technology

2-1 Why Gamify?

  • Games are among the most powerful motivational tools
  • Make the non-game experience more rewarding
  • But motivation has its limits
    • Example: leaderboards
  • Gamification motivates to achieve a business objective
  • A large leaderboard divide could cause the player to abandon the game
  • Average gamer age - 30
  • 47% of gamers are female
  • 44% of US/UK adults played a mobile game in the last month

2-2 From Dodgeball to Foursquare

  • Dodgeball - check in, notified of friends and venues nearby
  • Dodgeball purchased by Google 2005
  • Foursquare added game with badges, mayorship, etc
  • Gamification attempted to solve engagement gap, add meaningful choices, progression, and social aspects, and make checking in a habit

2-3 A Lot of Companies Gamify

And many more (Gamification is an emerging practice after all)

2-4 Internal Gamification

2-4 Internal Gamification

2-5 More Than Points, Badges, and Leaderboards

Implemented in Stockholm, Sweeden

3-1 Think Like a Game Designer

Sid MeierA [good] game is a series of interesting choices.
  • Gamers try to win
  • Designers get players to play and keep them playing
  • To a game designer, a user is a player * Balance structure and freedom
  • Engage the player

3-2 Player journey

  • Onboarding: get into the game easily
  • Scaffolding: guide the player to learn the game
  • Path to mastery
  • Instant feedback helps the player learn
  • Mastery through leveling up, increasing skill can be a reward

3-3 Game Design and Fun

  • Types of fun: easy, hard, people, serious
  • Fun has to be designed

Fun doesn't have to be competitive -gamers favor co-op 3-1 (Bing Gordon)

Boss: Pyramid of Gamification Elements

Boss: Game Components

Limitations: the elements are not the game

Bonus Stage

Could you achieve your project's objective by turning your users into players?

References

Gamification Coursera Course by Kevin Werbach For the Win: How Game Thinking Can Revolutionize Your Business by Kevin Werbach and Dan Hunter