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Gamifica'on	
  
Sylvain	
  Co0ong	
  (@sly)	
  
iico	
  –	
  Berlin	
  May	
  17th,	
  2011	
  
Games	
  
  ü  In	
  their	
  seminal	
  work,	
  “Rules	
  of	
  Play”,	
  Eric	
  Zimmerman	
  and	
  
      Ka'e	
  Salen	
  define	
  games	
  as	
  a	
  “system	
  in	
  which	
  players	
  
      engage	
  in	
  an	
  ar9ficial	
  conflict,	
  defined	
  by	
  rules,	
  that	
  results	
  
      in	
  a	
  quan9fiable	
  outcome.”	
  

  ü  Games	
  can	
  get	
  people	
  to	
  take	
  ac9ons	
  against	
  their	
  self-­‐
       interest,	
  in	
  a	
  predictable	
  way,	
  without	
  using	
  force.	
  
  	
  
  ü  Games	
  expose	
  complex,	
  learnable	
  systems	
  around	
  a	
  set	
  of	
  
  	
  
       symbols	
  that	
  users	
  can	
  engage	
  with	
  to	
  achieve	
  personal	
  
       mastery	
  –	
  and	
  thus	
  accomplish	
  something	
  aspira'onal.	
  
What	
  is	
  gamifica'on	
  ?	
  

  Gamifica'on	
  is	
  the	
  process	
  of	
  incorpora9ng	
  game	
  play	
  
  elements	
  into	
  non-­‐gaming	
  applica9ons	
  such	
  as	
  products,	
  
  services,	
  websites,	
  soWware,	
  processes,	
  marke'ng	
  &	
  
  communi'es	
  in	
  order	
  to	
  drive	
  par'cipa'on,	
  engagement	
  &	
  
  loyalty.	
  
  	
  
  Gamifica'on’s	
  main	
  purpose	
  is	
  to	
  help	
  people	
  to	
  get	
  from	
  point	
  
  A	
  to	
  B	
  in	
  their	
  lives:	
  whether	
  it	
  be	
  for	
  personal	
  growth,	
  societal	
  
  improvement	
  or	
  marke'ng	
  engagement.	
  
What	
  is	
  gamifica'on	
  ?	
  

  Gamifica'on	
  is	
  all	
  about	
  engagement	
  and	
  improving	
  user	
  
  experience	
  with	
  a	
  product	
  or	
  service.	
  Even	
  banal	
  everyday	
  
  ac'vi'es	
  which	
  can	
  be	
  low	
  on	
  engagement	
  and	
  experience	
  such	
  
  as	
  going	
  to	
  school,	
  exercising,	
  taking	
  your	
  medicine	
  and	
  doing	
  
  housework	
  has	
  recently	
  been	
  gamified.	
  


  Gamifica'on	
  tricks	
  people	
  into	
  believing	
  that	
  there’s	
  a	
  simple	
  
  way	
  to	
  imbue	
  their	
  thing	
  ...	
  With	
  the	
  psychological,	
  emo'onal	
  
  and	
  social	
  power	
  of	
  a	
  great	
  game.	
  
Marke'ng	
  
Personal	
  Finance	
  
Social	
  Finance	
  
Environment	
  
Health	
  
Learning	
  
Buying	
  
Work	
  
Personal	
  
If	
  Google	
  employees	
  spend	
  less	
  then	
  their	
  allocated	
  amount	
  of	
  money	
  
   for	
  a	
  business	
  trip	
  
   	
  
   •  they	
  can	
  keep	
  it	
  for	
  future	
  trips	
  where	
  they	
  can	
  upgrade	
  their	
  trip	
  
          plan	
  	
  
   •  they	
  can	
  donate	
  for	
  charity	
  	
  
   •  or	
  they	
  can	
  cash	
  out	
  part	
  of	
  it	
  
   	
  
   	
  
   Effects:	
  	
  
   1)  aligns	
  employees	
  with	
  the	
  companies	
  travel	
  policy	
  	
  
   2)  employees	
  start	
  to	
  talk	
  about	
  travel	
  expenses	
  and	
  manage	
  them	
  	
  
   3)  controlling	
  travel	
  expenses	
  is	
  turned	
  into	
  an	
  opportunity	
  to	
  
           demonstrate	
  personal	
  mastery	
  (which	
  is	
  a	
  core	
  characteris'c	
  of	
  
           gamifica'on)	
  



Corporate:	
  Google	
  travel	
  expense	
  management	
  
A	
  li0le	
  history…	
  
Service	
  providers	
  
What	
  are	
  these	
  game	
  mechanics	
  ?	
  
Rules	
  
Challenges	
  




Challenge	
  
Points	
  
Virtual	
  currencies,	
  rewards	
  &	
  badges	
  
Clear	
  targets	
  &	
  objec'ves	
  
Compe''on	
  
Reputa'on	
  
Leaderboards	
  
Shared	
  game	
  space	
  
Feedback	
  (and	
  the	
  next	
  challenge…)	
  
Achievement	
  
Skill	
  development	
  
Personal	
  mastery	
  
Focus	
  on	
  the	
  social	
  
Milestones	
  &	
  markers:	
  show	
  progression	
  
Using	
  scarcity	
  to	
  force	
  choices	
  and	
  create	
  demand	
  
Tell	
  a	
  great	
  story	
  
Using	
  game-­‐like	
  iconography	
  in	
  non-­‐gaming	
  products	
  
The	
  purpose	
  of	
  gamifica'on	
  
  	
  

  ü  Mo9va9on	
  &	
  long	
  term	
  user	
  engagement	
  and	
  loyalty	
  
      	
  
  ü  Making	
  things	
  more	
  pleasurable	
  in	
  an	
  interac'on,	
  process	
  &	
  informa'on	
  
      overloaded	
  world	
  (gain	
  users	
  a0en'on)	
  
      	
  
  ü  Creates	
  a	
  brand	
  connec9on	
  with	
  users/customers	
  in	
  a	
  meaningful	
  and	
  
      interes9ng	
  way	
  and	
  aligns	
  business	
  objec9ves	
  with	
  user’s	
  mo9va9ons	
  
      	
  
  ü  Can	
  be	
  used	
  in	
  different	
  roles	
  &	
  scenarios:	
  Customer,	
  pa'ent,	
  user,	
  
      student,	
  employee,	
  personal	
  mo'va'on	
  &	
  engagement	
  

  ü  Builds	
  complex	
  systems	
  for	
  mo9va9on	
  that	
  meet	
  people’s	
  intrinsic	
  desire	
  
      but	
  also	
  make	
  them	
  feel	
  that	
  they	
  are	
  accomplishing	
  something	
  
      aspira9onal	
  and	
  make	
  them	
  move	
  forward	
  in	
  their	
  life	
  	
  
The	
  purpose	
  of	
  gamifica'on	
  
  	
  
  ü  Gamifica'on	
  is	
  also	
  an	
  interes9ng	
  way	
  of	
  looking	
  at	
  all	
  kinds	
  of	
  
       systems	
  design:	
  what	
  are	
  the	
  mo'va'ons	
  of	
  our	
  ac'ons?	
  what	
  
       drives	
  a	
  community	
  to	
  act	
  or	
  users	
  to	
  act	
  ?	
  	
  
       	
  
  ü  Taps	
  into	
  the	
  millennium	
  genera9on	
  and	
  people’s	
  intrinsic	
  desire	
  
      for	
  mo9va9on	
  


  ü  Empirical	
  data	
  shows	
  that	
  games	
  are	
  superior	
  at	
  mo9va9onal	
  
      techniques	
  (if	
  game	
  mechanics	
  are	
  used	
  in	
  a	
  smart	
  and	
  effec've	
  
      way).	
  
The	
  purpose	
  of	
  gamifica'on	
  
  	
  
  ü  Companies	
  that	
  are	
  experimental	
  and	
  smart	
  use	
  gamifica9on	
  
      for	
  posi9ve	
  change	
  and	
  influence	
  in	
  employee	
  &	
  customer	
  
      communi9es	
  
      	
  
  ü  Game	
  mechanics	
  are	
  going	
  to	
  replace	
  more	
  tradi9onal	
  
      systems	
  of	
  user	
  mo9va9ons	
  
      	
  
  ü  Gamifica'on	
  makes	
  feedback	
  loops	
  9ghter	
  and	
  9ghter	
  and	
  
      liHle	
  bit	
  more	
  decentralized	
  
Playfullness	
  




 Being	
  playful	
  is	
  in	
  human	
  nature.	
  	
  
 Playing	
  makes	
  us	
  feel	
  good	
  and	
  is	
  deeply	
  social.	
  
 	
  
Psychology	
  of	
  gamers	
  archetypes	
  
                                                              Research	
  of	
  Richard	
  Bartle	
  	
  
                                                              	
  
                                                              	
  
                                                              	
  




True	
  for	
  people	
  in	
  almost	
  every	
  context,	
  be	
  it	
  ac'ng	
  as	
  a	
  players	
  
in	
  a	
  game	
  or	
  as	
  employees	
  in	
  a	
  company	
  
Achievers	
  
	
  
	
  
	
  




       want	
  to	
  be	
  successful;	
  not	
  everybody	
  is	
  an	
  
       achiever:	
  about	
  10-­‐15	
  %	
  of	
  a	
  companies’	
  
       collaborators	
  are	
  achievers	
  
Explorers	
  
	
  
	
  
	
  




       discover	
  new	
  things	
  and	
  bring	
  them	
  back	
  to	
  
       the	
  community,	
  i.e.	
  finding	
  new	
  deal	
  &	
  
       opportuni'es	
  
Socializers	
  
	
  
	
  
	
  




       interact	
  with	
  games	
  and	
  complicated	
  systems	
  
       principally	
  in	
  an	
  effort	
  to	
  create	
  connec'ons	
  
       to	
  others,	
  i.e.	
  customer	
  support	
  &	
  business	
  
       development	
  
Killers	
  
	
  
	
  
	
  




       people	
  who	
  are	
  like	
  achievers	
  except	
  that	
  
       they	
  play	
  a	
  win-­‐loose	
  game:	
  they	
  not	
  only	
  
       want	
  to	
  win	
  for	
  themselves	
  but	
  also	
  want	
  to	
  
       beat	
  others	
  in	
  the	
  game	
  
Killers	
  
	
  
	
  
	
  




       people	
  who	
  are	
  like	
  achievers	
  except	
  that	
  
       they	
  play	
  a	
  win-­‐loose	
  game:	
  they	
  not	
  only	
  
       want	
  to	
  win	
  for	
  themselves	
  but	
  also	
  want	
  to	
  
       beat	
  others	
  in	
  the	
  game	
  
Psychology	
  of	
  gamers	
  archtypes	
  
  ü Successful	
  gamifica9on	
  requires	
  to	
  
     understand	
  the	
  mo9va9ons	
  of	
  these	
  types	
  of	
  
     players	
  in	
  every	
  context	
  to	
  design	
  around	
  
     them	
  
     	
  
  ü The	
  be0er	
  you	
  get	
  hold	
  of	
  these	
  mo'va'ons	
  
     and	
  design	
  around	
  them,	
  the	
  be0er	
  the	
  
     outcome	
  will	
  be	
  
Mo'va'onal	
  design	
  
    “Mo'va'onal	
  design	
  refers	
  to	
  the	
  process	
  of	
  
    arranging	
  resources	
  and	
  procedures	
  to	
  bring	
  about	
  
    changes	
  in	
  mo9va9on.	
  	
  
    	
  
    Mo'va'onal	
  design	
  can	
  be	
  applied	
  to	
  improving	
  
    students’	
  mo'va'on	
  to	
  learn,	
  employees’	
  
    mo'va'on	
  to	
  work,	
  the	
  development	
  of	
  specific	
  
    mo'va'onal	
  characteris'cs	
  in	
  individuals,	
  and	
  to	
  
    improving	
  peoples’	
  skills	
  in	
  self-­‐	
  mo'va'on.”	
  
    	
  
    h0p://www.arcsmodel.com/pdf/Mo'va'onal%20Design%20Rev%20060620.pdf“	
  
Related	
  topics	
  
     Behaviour	
  design:	
  Crea'ng	
  systems	
  to	
  change	
  
     human	
  behavior	
  
     	
  

     Pervasive	
  technology:	
  Methods	
  for	
  crea9ng	
  habits,	
  
     showing	
  what	
  causes	
  behavior,	
  automa'ng	
  
     behavior	
  change,	
  persuading	
  people	
  via	
  mobile	
  
     phones	
  (mobile	
  persuasion).	
  
     	
  
     h0p://www.bjfogg.com/	
  	
  

     	
  
Gamification
My	
  preliminary	
  conclusions	
  
     ü There	
  is	
  good	
  and	
  bad	
  gamifica9on.	
  There	
  are	
  also	
  
        ethical	
  ques'ons	
  to	
  that	
  (“dark	
  pa0erns”).	
  
     ü The	
  op9mal	
  depth	
  and	
  shape	
  of	
  gamifica9on	
  as	
  a	
  
        mo'va'on	
  and	
  business	
  goal	
  driver	
  depends	
  on	
  each	
  
        project’s	
  specific	
  anatomy	
  
     ü Gamifica'on	
  will	
  probably	
  rapidly	
  enter	
  every	
  aspect	
  
        of	
  our	
  lives	
  and	
  various	
  interac'ons	
  
     ü Gamifica'on	
  can’t	
  be	
  added	
  on	
  top	
  of	
  an	
  exis'ng	
  
        applica'on:	
  Gamified	
  solu'ons	
  have	
  to	
  be	
  designed	
  
        from	
  the	
  ground	
  around	
  game	
  mechanics	
  
Thank	
  you	
  !	
  
	
  
@sly	
  
sylvainco0ong.com	
  
sylco0ong@gmail.com	
  

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Gamification

  • 1. Gamifica'on   Sylvain  Co0ong  (@sly)   iico  –  Berlin  May  17th,  2011  
  • 2. Games   ü  In  their  seminal  work,  “Rules  of  Play”,  Eric  Zimmerman  and   Ka'e  Salen  define  games  as  a  “system  in  which  players   engage  in  an  ar9ficial  conflict,  defined  by  rules,  that  results   in  a  quan9fiable  outcome.”   ü  Games  can  get  people  to  take  ac9ons  against  their  self-­‐ interest,  in  a  predictable  way,  without  using  force.     ü  Games  expose  complex,  learnable  systems  around  a  set  of     symbols  that  users  can  engage  with  to  achieve  personal   mastery  –  and  thus  accomplish  something  aspira'onal.  
  • 3. What  is  gamifica'on  ?   Gamifica'on  is  the  process  of  incorpora9ng  game  play   elements  into  non-­‐gaming  applica9ons  such  as  products,   services,  websites,  soWware,  processes,  marke'ng  &   communi'es  in  order  to  drive  par'cipa'on,  engagement  &   loyalty.     Gamifica'on’s  main  purpose  is  to  help  people  to  get  from  point   A  to  B  in  their  lives:  whether  it  be  for  personal  growth,  societal   improvement  or  marke'ng  engagement.  
  • 4. What  is  gamifica'on  ?   Gamifica'on  is  all  about  engagement  and  improving  user   experience  with  a  product  or  service.  Even  banal  everyday   ac'vi'es  which  can  be  low  on  engagement  and  experience  such   as  going  to  school,  exercising,  taking  your  medicine  and  doing   housework  has  recently  been  gamified.   Gamifica'on  tricks  people  into  believing  that  there’s  a  simple   way  to  imbue  their  thing  ...  With  the  psychological,  emo'onal   and  social  power  of  a  great  game.  
  • 14. If  Google  employees  spend  less  then  their  allocated  amount  of  money   for  a  business  trip     •  they  can  keep  it  for  future  trips  where  they  can  upgrade  their  trip   plan     •  they  can  donate  for  charity     •  or  they  can  cash  out  part  of  it       Effects:     1)  aligns  employees  with  the  companies  travel  policy     2)  employees  start  to  talk  about  travel  expenses  and  manage  them     3)  controlling  travel  expenses  is  turned  into  an  opportunity  to   demonstrate  personal  mastery  (which  is  a  core  characteris'c  of   gamifica'on)   Corporate:  Google  travel  expense  management  
  • 17. What  are  these  game  mechanics  ?  
  • 22. Clear  targets  &  objec'ves  
  • 27. Feedback  (and  the  next  challenge…)  
  • 31. Focus  on  the  social  
  • 32. Milestones  &  markers:  show  progression  
  • 33. Using  scarcity  to  force  choices  and  create  demand  
  • 34. Tell  a  great  story  
  • 35. Using  game-­‐like  iconography  in  non-­‐gaming  products  
  • 36. The  purpose  of  gamifica'on     ü  Mo9va9on  &  long  term  user  engagement  and  loyalty     ü  Making  things  more  pleasurable  in  an  interac'on,  process  &  informa'on   overloaded  world  (gain  users  a0en'on)     ü  Creates  a  brand  connec9on  with  users/customers  in  a  meaningful  and   interes9ng  way  and  aligns  business  objec9ves  with  user’s  mo9va9ons     ü  Can  be  used  in  different  roles  &  scenarios:  Customer,  pa'ent,  user,   student,  employee,  personal  mo'va'on  &  engagement   ü  Builds  complex  systems  for  mo9va9on  that  meet  people’s  intrinsic  desire   but  also  make  them  feel  that  they  are  accomplishing  something   aspira9onal  and  make  them  move  forward  in  their  life    
  • 37. The  purpose  of  gamifica'on     ü  Gamifica'on  is  also  an  interes9ng  way  of  looking  at  all  kinds  of   systems  design:  what  are  the  mo'va'ons  of  our  ac'ons?  what   drives  a  community  to  act  or  users  to  act  ?       ü  Taps  into  the  millennium  genera9on  and  people’s  intrinsic  desire   for  mo9va9on   ü  Empirical  data  shows  that  games  are  superior  at  mo9va9onal   techniques  (if  game  mechanics  are  used  in  a  smart  and  effec've   way).  
  • 38. The  purpose  of  gamifica'on     ü  Companies  that  are  experimental  and  smart  use  gamifica9on   for  posi9ve  change  and  influence  in  employee  &  customer   communi9es     ü  Game  mechanics  are  going  to  replace  more  tradi9onal   systems  of  user  mo9va9ons     ü  Gamifica'on  makes  feedback  loops  9ghter  and  9ghter  and   liHle  bit  more  decentralized  
  • 39. Playfullness   Being  playful  is  in  human  nature.     Playing  makes  us  feel  good  and  is  deeply  social.    
  • 40. Psychology  of  gamers  archetypes   Research  of  Richard  Bartle           True  for  people  in  almost  every  context,  be  it  ac'ng  as  a  players   in  a  game  or  as  employees  in  a  company  
  • 41. Achievers         want  to  be  successful;  not  everybody  is  an   achiever:  about  10-­‐15  %  of  a  companies’   collaborators  are  achievers  
  • 42. Explorers         discover  new  things  and  bring  them  back  to   the  community,  i.e.  finding  new  deal  &   opportuni'es  
  • 43. Socializers         interact  with  games  and  complicated  systems   principally  in  an  effort  to  create  connec'ons   to  others,  i.e.  customer  support  &  business   development  
  • 44. Killers         people  who  are  like  achievers  except  that   they  play  a  win-­‐loose  game:  they  not  only   want  to  win  for  themselves  but  also  want  to   beat  others  in  the  game  
  • 45. Killers         people  who  are  like  achievers  except  that   they  play  a  win-­‐loose  game:  they  not  only   want  to  win  for  themselves  but  also  want  to   beat  others  in  the  game  
  • 46. Psychology  of  gamers  archtypes   ü Successful  gamifica9on  requires  to   understand  the  mo9va9ons  of  these  types  of   players  in  every  context  to  design  around   them     ü The  be0er  you  get  hold  of  these  mo'va'ons   and  design  around  them,  the  be0er  the   outcome  will  be  
  • 47. Mo'va'onal  design   “Mo'va'onal  design  refers  to  the  process  of   arranging  resources  and  procedures  to  bring  about   changes  in  mo9va9on.       Mo'va'onal  design  can  be  applied  to  improving   students’  mo'va'on  to  learn,  employees’   mo'va'on  to  work,  the  development  of  specific   mo'va'onal  characteris'cs  in  individuals,  and  to   improving  peoples’  skills  in  self-­‐  mo'va'on.”     h0p://www.arcsmodel.com/pdf/Mo'va'onal%20Design%20Rev%20060620.pdf“  
  • 48. Related  topics   Behaviour  design:  Crea'ng  systems  to  change   human  behavior     Pervasive  technology:  Methods  for  crea9ng  habits,   showing  what  causes  behavior,  automa'ng   behavior  change,  persuading  people  via  mobile   phones  (mobile  persuasion).     h0p://www.bjfogg.com/      
  • 50. My  preliminary  conclusions   ü There  is  good  and  bad  gamifica9on.  There  are  also   ethical  ques'ons  to  that  (“dark  pa0erns”).   ü The  op9mal  depth  and  shape  of  gamifica9on  as  a   mo'va'on  and  business  goal  driver  depends  on  each   project’s  specific  anatomy   ü Gamifica'on  will  probably  rapidly  enter  every  aspect   of  our  lives  and  various  interac'ons   ü Gamifica'on  can’t  be  added  on  top  of  an  exis'ng   applica'on:  Gamified  solu'ons  have  to  be  designed   from  the  ground  around  game  mechanics  
  • 51. Thank  you  !     @sly   sylvainco0ong.com   sylco0ong@gmail.com