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Welcome!
- @busterbenson
Welcome!
- @busterbenson
The house always wins.
The house game always wins.
healthmonth.com live healthier for fun
Say hello to the
 Trojan Horse
of Gamification
Hi.



Say hello to the
 Trojan Horse
of Gamification
1 Where did it come from?


2 Who gains?

  Are there any surprises
3 hidden inside?
What is Gamification, anyway?
Games
Games   Life
The Game Always Wins
The Game Always Wins
The Game Always Wins
If you...
If you...   Then we...
If you...   Then we...



You get...
If you...   Then we...



You get...   We get...
OR


Loyalty programs
  on steroids?
OR


Loyalty programs
  on steroids?          Skinner Box?
Gamification’s Battlefield



  Your
interests
Gamification’s Battlefield



  Your        The business’s
interests       interests
Gamification’s Battlefield



  Your        The business’s
interests       interests


                       please?




                      Visit them
Gamification’s Battlefield



           Your          The business’s
         interests         interests


                                  please?




And they’ll give you free crap   Visit them
Are you loyal to anyone who gives you free stuff?
Level 1
                    Gamification
                      Zombie




Are you loyal to anyone who gives you free stuff?
Let’s game the system.
Tumblarity.
Link farms.
Twitter trends.
Level 1
Zombie




     Do you get even by gaming the system?
Level 1
Zombie




                   Level 2
                   Gaming
                    Pirate




     Do you get even by gaming the system?
The Game Always Wins
Why we do something
affects how well we do
     that thing.
What do you really want?   - According to Steven Reiss




        Your rad
        & unique
        interests
What do you really want?   - According to Steven Reiss


  Autonomy




             Your rad
             & unique
             interests
What do you really want?    - According to Steven Reiss


     Autonomy

Mastery



                Your rad
                & unique
                interests
What do you really want?   - According to Steven Reiss


              Autonomy

         Mastery

Tranquility

                         Your rad
                         & unique
                         interests
What do you really want?   - According to Steven Reiss


              Autonomy

         Mastery

Tranquility

Order                    Your rad
                         & unique
                         interests
What do you really want?   - According to Steven Reiss


               Autonomy

          Mastery

 Tranquility

 Order                    Your rad
                          & unique
Meaning                   interests
What do you really want?   - According to Steven Reiss


               Autonomy

          Mastery

 Tranquility

 Order                    Your rad
                          & unique
Meaning                   interests
 Sensuality
What do you really want?    - According to Steven Reiss


                Autonomy

          Mastery

 Tranquility

 Order                     Your rad
                           & unique
Meaning                    interests
 Sensuality

      Physical Activity
What do you really want?    - According to Steven Reiss


                Autonomy

          Mastery

 Tranquility

 Order                     Your rad
                           & unique
Meaning                    interests
 Sensuality

      Physical Activity
                 Romance
What do you really want?              - According to Steven Reiss


                Autonomy               Winning

          Mastery

 Tranquility

 Order                     Your rad
                           & unique
Meaning                    interests
 Sensuality

      Physical Activity
                 Romance
What do you really want?                 - According to Steven Reiss


                Autonomy               Winning

          Mastery                          Acceptance

 Tranquility

 Order                     Your rad
                           & unique
Meaning                    interests
 Sensuality

      Physical Activity
                 Romance
What do you really want?                 - According to Steven Reiss


                Autonomy               Winning

          Mastery                          Acceptance

 Tranquility                                      Collecting

 Order                     Your rad
                           & unique
Meaning                    interests
 Sensuality

      Physical Activity
                 Romance
What do you really want?                 - According to Steven Reiss


                Autonomy               Winning

          Mastery                          Acceptance

 Tranquility                                      Collecting

 Order                     Your rad               Social Contact
                           & unique
Meaning                    interests
 Sensuality

      Physical Activity
                 Romance
What do you really want?                 - According to Steven Reiss


                Autonomy               Winning

          Mastery                          Acceptance

 Tranquility                                      Collecting

 Order                     Your rad               Social Contact
                           & unique
Meaning                    interests                    Power

 Sensuality

      Physical Activity
                 Romance
What do you really want?                 - According to Steven Reiss


                Autonomy               Winning

          Mastery                          Acceptance

 Tranquility                                      Collecting

 Order                     Your rad               Social Contact
                           & unique
Meaning                    interests                    Power

 Sensuality                                         Status

      Physical Activity
                 Romance
What do you really want?                   - According to Steven Reiss


                Autonomy               Winning

          Mastery                          Acceptance

 Tranquility                                      Collecting

 Order                     Your rad               Social Contact
                           & unique
Meaning                    interests                      Power

 Sensuality                                           Status

      Physical Activity                      Family
                 Romance
What do you really want?                     - According to Steven Reiss


                Autonomy               Winning

          Mastery                          Acceptance

 Tranquility                                        Collecting

 Order                     Your rad                 Social Contact
                           & unique
Meaning                    interests                        Power

 Sensuality                                             Status

      Physical Activity                        Family
                 Romance               Honor
What motivates you?                      - According to Daniel Pink


                Autonomy               Winning

          Mastery                          Acceptance

 Tranquility                                        Collecting

 Order                     Your rad                 Social Contact
                           & unique
Meaning                    interests                       Power

 Sensuality                                             Status

      Physical Activity                        Family
                 Romance               Honor
What makes you happy?                     - According to Dan Gilbert


                 Autonomy               Winning

          Mastery                           Acceptance

 Tranquility                                         Collecting

 Order                      Your rad                 Social Contact
                            & unique
Meaning                     interests                       Power

 Sensuality                                              Status

      Physical Activity                         Family
                 Romance                Honor
What do you think is fun?
                              - Aggregated from work by Jane McGonigal, Raph Koster, & Charlie Sheen


                 Autonomy                       Winning

          Mastery                                        Acceptance

 Tranquility                                                          Collecting

 Order                      Your rad                                  Social Contact
                            & unique
Meaning                     interests                                        Power

 Sensuality                                                               Status

      Physical Activity                                      Family
                 Romance                          Honor
What happens during Level 1/2 style play?
                 Autonomy               Winning

           Mastery                          Acceptance

  Tranquility                                        Collecting

  Order                     Your rad                 Social Contact
                            & unique
 Meaning                    interests                      Power

  Sensuality                                             Status

       Physical Activity                        Family
                  Romance               Honor
What happens during Level 1/2 style play?
                 Autonomy               Winning

           Mastery                          Acceptance

  Tranquility                                        Collecting

  Order                     Your rad                 Social Contact
                            & unique
 Meaning                    interests                      Power

  Sensuality                                             Status

       Physical Activity                        Family
                  Romance               Honor
What happens during Level 1/2 style play?
                                        Winning

           Mastery                          Acceptance

  Tranquility                                        Collecting

  Order                     Your rad                 Social Contact
                            & unique
 Meaning                    interests                      Power

  Sensuality                                             Status

       Physical Activity                        Family
                  Romance               Honor
What happens during Level 1/2 style play?
                                        Winning

                                            Acceptance

  Tranquility                                        Collecting

  Order                     Your rad                 Social Contact
                            & unique
                            interests
  Sensuality

       Physical Activity                        Family
                  Romance               Honor
The hidden cost of extrinsic motivation.
The hidden cost of extrinsic motivation.




                       1 Lower autonomy.
The hidden cost of extrinsic motivation.




                       1 Lower autonomy.

                       2 Sloppier, less creative work.
The hidden cost of extrinsic motivation.




                       1 Lower autonomy.

                       2 Sloppier, less creative work.

                       3 More likely to cheat or quit.
How to maintain autonomy




  Your
interests
How to maintain autonomy




  Your      The business’s
interests     interests
How to maintain autonomy




  Your      The business’s
interests     interests




              Play within this area
How to maintain autonomy
                                No fly zone




  Your      The business’s
interests     interests




              Play within this area
Level 1       Level 2
Zombie         Pirate




   Do you play the game by your own rules?
Level 1       Level 2
Zombie         Pirate




                        Level 3
                         Ninja




   Do you play the game by your own rules?
Zombie         They use you
         You                   Them



Pirate         You use them
         You                   Them



 Ninja         Mutual benefit
         You                   Them
Foursquare Specials
Foursquare Specials

                                      A




                          You like the challenge,
                      A
                          but hate coffee.
Foursquare Specials

                          B               A




                              You like the challenge,
                      A
                              but hate coffee.
                              You like coffee, but fake
                      B
                              some checkins.
Foursquare Specials

                          B      C        A




                              You like the challenge,
                      A
                              but hate coffee.
                              You like coffee, but fake
                      B
                              some checkins.
                              You like the challenge,
                      C       and you like coffee.
Mindsnacks iPhone App
Mindsnacks iPhone App


                                         A




                            You play the game even
                        A   though you hate French?
Mindsnacks iPhone App


                            B                A




                                You play the game even
                        A       though you hate French?

                                Arrggh... no incentive to
                        B       game the system!
Mindsnacks iPhone App


                            B       C         A




                                You play the game even
                        A       though you hate French?

                                 Arrggh... no incentive to
                        B        game the system!

                                You want to learn French,
                        C       and you like games.
The Game Always Wins
The Game Always Wins
The Game Always Wins
They gain nothing if you don’t
            A   like the service.
B   C   A
                You gain nothing by trying to
            B   cheat

                The only reason to play is if
            C   you both want to learn.
There is a conflict of interest at the heart of
          Groupon’s gamification.
There is a conflict of interest at the heart of
          Groupon’s gamification.
User
           Loyalty
  Player
autonomy
Will your business take advantage of users?
Shark
                  Business
                  Badge!




Will your business take advantage of users?
Will your business be gamed by   users?
Squid
                  Business
                  Badge!




Will your business be gamed by   users?
What will your business do to help           users?
                Autonomy             Winning

          Mastery!                       Acceptance

 Tranquility                                      Collecting

 Order                     Your users’            Social Contact
                          rad & unique
Meaning                     interests                   Power

 Sensuality                                           Status

      Physical Activity                      Family
                 Romance             Honor
What will your business do to help            users?
                 Autonomy             Winning

          Mastery                         Acceptance

 Tranquility                                       Collecting

 Order                      Your users’            Social Contact
                           rad & unique
Meaning                      interests                   Power

 Sensuality                                            Status

      Physical Activity!                      Family
                 Romance              Honor
What will your business do to help           users?
                Autonomy             Winning

          Mastery                        Acceptance

 Tranquility                                      Collecting!

 Order                     Your users’            Social Contact!
                          rad & unique
Meaning                     interests                   Power!

 Sensuality                                           Status!

      Physical Activity                      Family
                 Romance             Honor
Will you empower   users?
Will you empower   users?




        Dolphin
        Business
        Badge!
3 kinds of gamification businesses
                 Conflict of interest between
             1   themselves and their users
3 kinds of gamification businesses
                 Conflict of interest between
             1   themselves and their users



             2   Enables all user types
3 kinds of gamification businesses
                 Conflict of interest between
             1   themselves and their users



             2   Enables all user types



                 Difficult or impossible to game,
             3   because of aligned interests
Gamification is a
convivial technology.
Transactional Loyalty   vs.   Engaged Loyalty
The Game Always Wins
The Game Always Wins
Be mine.
Gamification’s
Dilemma           Zombie




                           Pirate




                Ninja
Thank you!
Me:         busterbenson.com

Free game: bit.ly/game-always-wins

Slides:     slideshare.net/busterbenson

Twitter:    @busterbenson
Image Credits
                                      Thank you for making your images
                                      available for use and modification!

Trojan Horse by GoGap: http://www.flickr.com/photos/gogap/253649673/
Lego Carcasson by Cal Henderson: http://www.iamcal.com/lego-carcassonne/
Cow & Rainbow by Davichi: http://www.flickr.com/photos/davichi/363479293/
Friends in Photo Booth: http://www.facebook.com/#!/photo.php?fbid=501226786185
Buttons by Chris In Plymouth: http://www.flickr.com/photos/chrisinplymouth/4560360783/
Money by Jolly UK: http://www.flickr.com/photos/jollyuk/1989719848
Factory by Gilderic: http://www.flickr.com/photos/gilderic/4028494017
Game the System by StuckInCustoms: http://www.flickr.com/photos/stuckincustoms/274450953/
Farmer Boy by StuckInCustoms: http://www.flickr.com/photos/stuckincustoms/198735994/
Linkfarm Girl by Peasap: http://www.flickr.com/photos/peasap/1409590802/
Snow Leopard by Keith M Williams: http://www.flickr.com/photos/keithmwilliams/4465380932/
Cupcakes of Catan by Quintanaroo: http://www.flickr.com/photos/quintanaroo/sets/72157594450089446/with/339855681/
Angry Jack Black by Brian J Matis: http://www.flickr.com/photos/brianjmatis/5115931003/
Fighting Tigers by Fpat: http://www.flickr.com/photos/fpat/4242800364/
Lego Vegas by M Liu 92: http://www.flickr.com/photos/mliu92/5341626259/
Convivial Technology by Stuck In Customs: http://www.flickr.com/photos/stuckincustoms/2945608377/
Store Keeper by Cibo Mahto: http://www.flickr.com/photos/cibomahto/2815757070/
Soccer Players by Hannah V: http://www.flickr.com/photos/hannah_v/5459039782

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The Game Always Wins

  • 4. The house game always wins.
  • 6. Say hello to the Trojan Horse of Gamification
  • 7. Hi. Say hello to the Trojan Horse of Gamification
  • 8. 1 Where did it come from? 2 Who gains? Are there any surprises 3 hidden inside?
  • 10. Games
  • 11. Games Life
  • 16. If you... Then we...
  • 17. If you... Then we... You get...
  • 18. If you... Then we... You get... We get...
  • 19. OR Loyalty programs on steroids?
  • 20. OR Loyalty programs on steroids? Skinner Box?
  • 22. Gamification’s Battlefield Your The business’s interests interests
  • 23. Gamification’s Battlefield Your The business’s interests interests please? Visit them
  • 24. Gamification’s Battlefield Your The business’s interests interests please? And they’ll give you free crap Visit them
  • 25. Are you loyal to anyone who gives you free stuff?
  • 26. Level 1 Gamification Zombie Are you loyal to anyone who gives you free stuff?
  • 27. Let’s game the system.
  • 31. Level 1 Zombie Do you get even by gaming the system?
  • 32. Level 1 Zombie Level 2 Gaming Pirate Do you get even by gaming the system?
  • 34. Why we do something affects how well we do that thing.
  • 35. What do you really want? - According to Steven Reiss Your rad & unique interests
  • 36. What do you really want? - According to Steven Reiss Autonomy Your rad & unique interests
  • 37. What do you really want? - According to Steven Reiss Autonomy Mastery Your rad & unique interests
  • 38. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Your rad & unique interests
  • 39. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & unique interests
  • 40. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & unique Meaning interests
  • 41. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & unique Meaning interests Sensuality
  • 42. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & unique Meaning interests Sensuality Physical Activity
  • 43. What do you really want? - According to Steven Reiss Autonomy Mastery Tranquility Order Your rad & unique Meaning interests Sensuality Physical Activity Romance
  • 44. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Tranquility Order Your rad & unique Meaning interests Sensuality Physical Activity Romance
  • 45. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Order Your rad & unique Meaning interests Sensuality Physical Activity Romance
  • 46. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad & unique Meaning interests Sensuality Physical Activity Romance
  • 47. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Sensuality Physical Activity Romance
  • 48. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Physical Activity Romance
  • 49. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Romance
  • 50. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance
  • 51. What do you really want? - According to Steven Reiss Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 52. What motivates you? - According to Daniel Pink Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 53. What makes you happy? - According to Dan Gilbert Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 54. What do you think is fun? - Aggregated from work by Jane McGonigal, Raph Koster, & Charlie Sheen Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 55. What happens during Level 1/2 style play? Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 56. What happens during Level 1/2 style play? Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 57. What happens during Level 1/2 style play? Winning Mastery Acceptance Tranquility Collecting Order Your rad Social Contact & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 58. What happens during Level 1/2 style play? Winning Acceptance Tranquility Collecting Order Your rad Social Contact & unique interests Sensuality Physical Activity Family Romance Honor
  • 59. The hidden cost of extrinsic motivation.
  • 60. The hidden cost of extrinsic motivation. 1 Lower autonomy.
  • 61. The hidden cost of extrinsic motivation. 1 Lower autonomy. 2 Sloppier, less creative work.
  • 62. The hidden cost of extrinsic motivation. 1 Lower autonomy. 2 Sloppier, less creative work. 3 More likely to cheat or quit.
  • 63. How to maintain autonomy Your interests
  • 64. How to maintain autonomy Your The business’s interests interests
  • 65. How to maintain autonomy Your The business’s interests interests Play within this area
  • 66. How to maintain autonomy No fly zone Your The business’s interests interests Play within this area
  • 67. Level 1 Level 2 Zombie Pirate Do you play the game by your own rules?
  • 68. Level 1 Level 2 Zombie Pirate Level 3 Ninja Do you play the game by your own rules?
  • 69. Zombie They use you You Them Pirate You use them You Them Ninja Mutual benefit You Them
  • 71. Foursquare Specials A You like the challenge, A but hate coffee.
  • 72. Foursquare Specials B A You like the challenge, A but hate coffee. You like coffee, but fake B some checkins.
  • 73. Foursquare Specials B C A You like the challenge, A but hate coffee. You like coffee, but fake B some checkins. You like the challenge, C and you like coffee.
  • 75. Mindsnacks iPhone App A You play the game even A though you hate French?
  • 76. Mindsnacks iPhone App B A You play the game even A though you hate French? Arrggh... no incentive to B game the system!
  • 77. Mindsnacks iPhone App B C A You play the game even A though you hate French? Arrggh... no incentive to B game the system! You want to learn French, C and you like games.
  • 81. They gain nothing if you don’t A like the service. B C A You gain nothing by trying to B cheat The only reason to play is if C you both want to learn.
  • 82. There is a conflict of interest at the heart of Groupon’s gamification.
  • 83. There is a conflict of interest at the heart of Groupon’s gamification.
  • 84. User Loyalty Player autonomy
  • 85. Will your business take advantage of users?
  • 86. Shark Business Badge! Will your business take advantage of users?
  • 87. Will your business be gamed by users?
  • 88. Squid Business Badge! Will your business be gamed by users?
  • 89. What will your business do to help users? Autonomy Winning Mastery! Acceptance Tranquility Collecting Order Your users’ Social Contact rad & unique Meaning interests Power Sensuality Status Physical Activity Family Romance Honor
  • 90. What will your business do to help users? Autonomy Winning Mastery Acceptance Tranquility Collecting Order Your users’ Social Contact rad & unique Meaning interests Power Sensuality Status Physical Activity! Family Romance Honor
  • 91. What will your business do to help users? Autonomy Winning Mastery Acceptance Tranquility Collecting! Order Your users’ Social Contact! rad & unique Meaning interests Power! Sensuality Status! Physical Activity Family Romance Honor
  • 93. Will you empower users? Dolphin Business Badge!
  • 94. 3 kinds of gamification businesses Conflict of interest between 1 themselves and their users
  • 95. 3 kinds of gamification businesses Conflict of interest between 1 themselves and their users 2 Enables all user types
  • 96. 3 kinds of gamification businesses Conflict of interest between 1 themselves and their users 2 Enables all user types Difficult or impossible to game, 3 because of aligned interests
  • 98. Transactional Loyalty vs. Engaged Loyalty
  • 102. Gamification’s Dilemma Zombie Pirate Ninja
  • 103. Thank you! Me: busterbenson.com Free game: bit.ly/game-always-wins Slides: slideshare.net/busterbenson Twitter: @busterbenson
  • 104. Image Credits Thank you for making your images available for use and modification! Trojan Horse by GoGap: http://www.flickr.com/photos/gogap/253649673/ Lego Carcasson by Cal Henderson: http://www.iamcal.com/lego-carcassonne/ Cow & Rainbow by Davichi: http://www.flickr.com/photos/davichi/363479293/ Friends in Photo Booth: http://www.facebook.com/#!/photo.php?fbid=501226786185 Buttons by Chris In Plymouth: http://www.flickr.com/photos/chrisinplymouth/4560360783/ Money by Jolly UK: http://www.flickr.com/photos/jollyuk/1989719848 Factory by Gilderic: http://www.flickr.com/photos/gilderic/4028494017 Game the System by StuckInCustoms: http://www.flickr.com/photos/stuckincustoms/274450953/ Farmer Boy by StuckInCustoms: http://www.flickr.com/photos/stuckincustoms/198735994/ Linkfarm Girl by Peasap: http://www.flickr.com/photos/peasap/1409590802/ Snow Leopard by Keith M Williams: http://www.flickr.com/photos/keithmwilliams/4465380932/ Cupcakes of Catan by Quintanaroo: http://www.flickr.com/photos/quintanaroo/sets/72157594450089446/with/339855681/ Angry Jack Black by Brian J Matis: http://www.flickr.com/photos/brianjmatis/5115931003/ Fighting Tigers by Fpat: http://www.flickr.com/photos/fpat/4242800364/ Lego Vegas by M Liu 92: http://www.flickr.com/photos/mliu92/5341626259/ Convivial Technology by Stuck In Customs: http://www.flickr.com/photos/stuckincustoms/2945608377/ Store Keeper by Cibo Mahto: http://www.flickr.com/photos/cibomahto/2815757070/ Soccer Players by Hannah V: http://www.flickr.com/photos/hannah_v/5459039782