なんでWebでもゲーミフィケーションが必要なのか？

日時 2012年2月15日（水）19:00 ～ 20:00（18:30開場）
会場 アップルストア銀座 3F　シアタールーム
講演者 久保田大海
参加費 無料

http://swapskills.info/free/08.html

Transcript

1. PLAY Hiromi Kubota
2. Gamification ήʔϛϑΟέʔγϣϯ
3. Profile: /),ग़൛
   ޿ࠂ෦ɺ։ൃ෦Λܦͯɺݱࡏɺ ฤू෦ʹॴଐɻ
   ઐ໳͸ϝσΟΞ ɺϏδωεɺ*5ɺ ςΫϊϩδʔͳͲɻ
4. ʰϑϦʔʱ8FCϓϩϞʔγϣϯ
5. ʰϑϦʔʱ8FCϓϩϞʔγϣϯ
6. ͓΋͠Ζ͍νϟϨϯδͩͳɻ݁ՌͲ͏ͳΔָ͔͠Έɻ
   ڵຯਂ͍ʂ͔͠΋ظؒݶఆͰແྉͰಡΊΔͱ͸৽ͨͳࢼΈɻ ങͬͯͰ΋ಡΈ͍ͨຊͩͳʔɻ
   
   ʰϑϦʔʪແྉʫ͔Β͓ۚΛੜΈͩ͢৽ઓུʱ͕͢͞ɻϑ ϦʔͰಡΊΔͷ͸͏Ε͍͠ɻ
   ͜ͷຊ͕/),ग़൛͔Βग़Δ͜ͱʹڻ͖ɻ
   ൃചલʹແྉެ։͸͛͑͢ɻɹ
   ສਓݶఆͰॻ੶͕ൃചલʹಡΊΔ໘ന͍ࢼΈ
   ʮϑϦʔʯສਓݶఆແྉެ։தʂ࢒Γ ਓ໨Ͱ(&5 ͠·ͨ͠ ʰϑϦʔʱ8FCϓϩϞʔγϣϯ
7. ສ෦ͷϕετηϥʔʹ
   ʮϑϦʔϛΞϜʯͱ͍͏ݴ༿ Λࣾձʹྲྀ௨ͤͨ͞
   ʮϑϦʔʢແྉʣʯ͕Ϗδω εʹ͓͚ΔτϨϯυʹͳͬͨ ʰϑϦʔʱ8FCϓϩϞʔγϣϯ
8. ʰγΣΞʱ8FCϓϩϞʔγϣϯ
9. ʰγΣΞʱ8FCϓϩϞʔγϣϯ ສ෦ͷϕετηϥʔʹʢʁʣ
   ʮγΣΞʯͱ͍͏ݴ༿Λࣾձʹྲྀ ௨ͤͨ͞
   ग़൛ۀքʹ͸ʮιʔγϟϧϦʔσΟ ϯάʯͱ͍͏ίϯηϓτΛ౤͔͛ ͚ͨ
10. ʮΈΜͳͷझຯͷԂܳʯαΠτ
11. ʮΈΜͳͷझຯͷԂܳʯαΠτ ೥݄ελʔτ
    ԂܳɾΨʔσχϯά෼໺Ͱ /PαΠτΛ໨ࢦ͢ʢ΄΅ ୡ੒ʣ
    ໿ສ17೥ؒʢ೥ʣ
12. Profile: /),ग़൛
    ޿ࠂ෦ɺ։ൃ෦Λܦͯɺݱࡏɺ ฤू෦ʹॴଐɻ
    ઐ໳͸ϝσΟΞ ɺϏδωεɺ*5ɺ ςΫϊϩδʔͳͲɻ
14. NOTE by Hiromi Kubota
15. Gamification Summit in NY
16. Gamification The process of game- thinking and game mechanics to engage users and solve problems. ʰGamification by Designʱ
    ̱͈ɹGabe Zichermann
17. ͍·͜͜
18. 2014೥·Ͱʹɺάϩʔόϧ2000اۀͷ͏ ͪ70%Ҏ্͕ ϚʔέςΟϯάͱސ٬ͷҡ࣋ ͷͨΊɺগͳͯ͘΋ҰͭҎ্ͷήʔϜԽ͞Ε ͨΞϓϦέʔγϣϯΛ࣋ͭ͜ͱʹͳΔͩΖ͏ɻ By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon, and more than 70 percent of Global 2000 organizations will have at least one gamified application. By Gartner
19. ήʔϛϑΟέʔγϣϯࢢ৔͸(2011೥ ͷ1ԯυϧ͔Β)2016೥ʹ͸28ԯυϧ ʹ·Ͱ੒௕͢ΔͩΖ͏ɻ The gamification market is expected to reach over $2.8 billion in direct spending in the US by 2016. By M2 Research
20. ͜ΕͬͯɺήʔϛϑΟέʔγϣϯʁ 2VFTUJPO 1JBOP
    4UBJST ϐΞϊ֊ஈ
21. ͜ΕͬͯɺήʔϛϑΟέʔγϣϯʁ 2VFTUJPO ίΧίʔϥ
    εΰΠࣗൢػ
22. ͜ΕͬͯɺήʔϛϑΟέʔγϣϯʁ 2VFTUJPO 6/*2-0
    -6$,:
    ."$)*/&
23. ͜ΕͬͯɺήʔϛϑΟέʔγϣϯʁ 2VFTUJPO ;0;0φϯόʔ
24. ͜ΕͬͯɺήʔϛϑΟέʔγϣϯʁ 2VFTUJPO ೴಺ϝʔΧʔ
25. ͢΂ͯ޿ٛ ޿͍ҙຯ Ͱͷ
    ήʔϛϑΟέʔγϣϯɻ "OTXFS
26. ήʔϜ͸
    ܁Γฦ͠
    ༡΂Δ
27. ίΧίʔϥʮϋϐωεΫΤετʯ
28. ίΧίʔϥʮϋϐωεΫΤετʯ
29. ࣗಈൢചػͰίΧɾίʔϥΛങ͏ ೝ஌ 1$ ڵຯ
30. ࣗಈൢചػͰίΧɾίʔϥΛങ͏ ཉٻ ܞଳ
    εϚʔτϑΥϯ هԱ ߦಈ
31. ཉٻ هԱ ߦಈ ೝ஌ ڵຯ ΞυόήʔϜ
    1$
    εΰΠࣗൢػ ήʔϛϑΟέʔγϣϯ
    έʔλΠɾεϚʔτϑΥϯ
    ϋϐωεΫΤετ
32. ήʔϛϑΟέʔγϣϯ
    ͸ཉٻΛשى͢Δ
33. ʮۜͩ͜ʯελϯϓΧʔυ $BTF
    4UVEZ
34. ·ͨങ͍͍ͨͳ ཉٻ ϙΠϯτ ͕ͨ·Δ ϧʔϓߏ଄ ߦಈ
35. ϧʔϓߏ଄ PLAY Feedback PLAY Feedback PLAY Feedback
36. PLAY Feedback PLAY Feedback PLAY Feedback ܁Γฦ͠
37. ʮήʔϜʯ͸
    ܁Γฦ͠༡͹ΕΔ
    ߏ଄ʹಛ௃͕͋Δɻ
38. ήʔϛϑΟέʔγϣϯ ͸
    ܧଓੑΛߴΊΔͨΊ
39. ήʔϛϑΟέʔγϣϯ
    ͸ߦಈσβΠϯͰ͋Δ
40. ͳͥɺצҧ͍͞ΕΔʁ
41. Ҿ༻ݩ
    IUUQXXXCJ[IBDLTDPNXPSLIUNM ৗʹΞςϯγϣϯʂ
42. 8FCʹͱͬͯͷ
    ήʔϛϑΟέʔγϣϯͱ͸ʁ
43. 8FCαΠτͷྲྀೖݩ ݕࡧΤϯδϯ
    ʹ
    4&0
    ϙʔλϧαΠτɺϒϩάͳͲ ͔ΒͷඃϦϯΫࢪࡦ
    ιʔγϟϧϝσΟΞ
    ʹ
    4.0
    ௚઀ྲྀೖ
    
    ϒΫϚʁ
44. 8FCʹͱͬͯͷ
    ήʔϛϑΟέʔγϣϯͱ͸
    ௚઀ྲྀೖΛଅ͢ࢪࡦͰ͋Δ CZ
    )JSPNJ
    ,VCPUB
    ࢼҊ
45. ιʔγϟϧϝσΟΞ͔Βͷྲྀ ೖΛ໨తͱ͢Δʮ༡ͼʯ͸ 8FCαΠτʹ͓͚ΔήʔϛϑΟ έʔγϣϯͷຊ࣭Ͱ͸ͳ͍
46. ʰϑϦʔʱ8FCϓϩϞʔγϣϯ
47. Ϗδωεʹ͓͚Δ
    ήʔϛϑΟέʔγϣϯͱ͸ ϓϨΠϠʔ(ސ٬ɾैۀһͳͲ)ͱΑΓ ߴ͍ϨϕϧͰͷΤϯήʔδϝϯτΛୡ ੒͢Δ
    ϓϨΠϠʔͷߦಈΛΑΓ௕ظతͳ΋ͷ΁ ͱม͑Δ͜ͱͰɺΑΓଟ͘ͷརӹΛಘΔ
48. Τϯήʔδϝϯτͷఆٛ ɾ࠷৽Ͱ͋Δ͜ͱʢRecencyʣ
    ɾස౓ʢFrequencyʣ
    ɾܧଓʢDurationʣ
    ɾόΠϥϧੑʢViralityʣ
    ɾධՁʢRatingsʣ
49. ൢ ച ਺ ٬ ୯ Ձ ̑ ࡭ ̏ ̔ ̌ ԁ ̍̔̌̌ԁ
50. ൢ ച ਺ ٬ ୯ Ձ ̑ ࡭ ̑ ̌ ̌ ԁ ̎̑̌̌ԁ ٬୯Ձ্͕͕Ε͹ച্͸૿͑Δ
51. ൢ ച ਺ ٬ ୯ Ձ ̔࡭ ̏ ̔ ̌ ԁ ̏̌̐̌ԁ ൢച਺͕૿͑Ε͹ച্͸૿͑Δ
52. ൢ ച ਺ ٬ ୯ Ձ ̔࡭ ̐̌̌̌ԁ ൢച਺͕૿͑Ε͹ച্͸૿͑Δ ̑ ̌ ̌ ԁ ٬୯Ձ্͕͕Ε͹ച্͸૿͑Δ
53. ࠓ·ͰͷϚʔέςΟϯά׆ಈ͸
    ʮ٬୯Ձʯͱʮൢച਺ʯΛ্͛ΔͨΊ
    ͕ଟ͔ͬͨ
54. ήʔϛϑΟέʔγϣϯҎޙɺ
    ϚʔέςΟϯά͸̏࣍ݩʹͳΔ
55. ൢ ച ਺ ٬ ୯ Ձ ܧ ଓ ཰
56. ൢ ച ਺ ٬ ୯ Ձ ܧ ଓ ཰ ܧଓ཰্͕͕Ε͹ ച্(ମੵ)͸૿͑Δ
57. Gamification KPI Per Customer Transaction × Unique User × Duration Time (ex.1) ¥380 × 100 × 0.3 = ¥3420 3 month Unique User < Per Customer Transaction < Duration (ex.2) ¥418 × 100 × 0.3 = ¥3762 3 month (ex.3) ¥380 × 110 × 0.3 = ¥3762 3 month (ex.4) ¥380 × 100× 0.33 = ¥4138 3 month Time
58. ϥΠϑλΠϜόϦϡʔ(LTV / ੜ֔ސ٬Ձ஋)ͷ۩ݱԽͦ͜ɺ
    ήʔϛϑΟέʔγϣϯͷຊ࣭
59. ήʔϜԽ(gamification)͸ۀքͷϗο τͳྲྀߦޠʹͳ͍ͬͯΔ͕ɺ͜Ε͔Β͸ɺ WebαΠτͱͦͷϢʔβମݧΛઃܭ͢Δ ํ๏࿦ͷɺओྲྀʹͳΔ͔΋͠Εͳ͍ɻ Gamification has become one of the hottest buzz words in the industry and is probably in the process of taking over a website or user experience near you. By TechCrunch
60. CZ
    )JSPNJ
    ,VCPUB
    ࢼҊ 69 (BNJp DBUJPO
61. ݫີͳڥ໨͸
    ଘࡏ͠ͳ͍
62. ͋͑ͯϑΥʔΧε
    ͢ΔͳΒಈػ͚ͮ
63. ήʔϛϑΟέʔγϣϯͷ
    Ԡ༻͕ՄೳͳΧςΰϦʔ ϩʔΧϧσΟʔϧ ళฮ
    8FCίϯςϯπαΠτ
    ΤϯλʔϓϥΠζ޲͚Τϯήʔδϝϯτ
    ҩྍɾϔϧεέΞɾϑΟοτωε
    ڭҭɾ؀ڥɾࣾձ׆ಈ
    ϥΠϑελΠϧ
64. ιʔγϟϧϝσΟΞɺ
    ιʔγϟϧήʔϜɺ
    ήʔϛϑΟέʔγϣϯ
65. ιʔγϟϧϝσΟΞ΁ͷγϑτ ݕࡧ ιʔγϟϧ ϝσΟΞ ϙʔλϧ
66. ιʔγϟϧϝσΟΞ΁ͷγϑτ ϙʔλϧ :BIPPʂʹબ͹ΕΔ ͔Ͳ͏͔
67. ιʔγϟϧϝσΟΞ΁ͷγϑτ (PPHMFͷCPUʹߴ͘ධՁ ͯ͠΋Β͑Δ͔Ͳ͏͔ ݕࡧ
68. ιʔγϟϧϝσΟΞ΁ͷγϑτ ਓ͕͓΋͠Ζ͍ɺڻ͘ɺ ײಈ͢Δ͔Ͳ͏͔ͳͲɺ ৺ͷಈ͖͕த৺ͱͳΔ ιʔγϟϧ ϝσΟΞ
69. ʮ'VO
    5IFPSZ
    ʔ
    5IF
    XPSME`T
    EFFQFTU
    CJOʯ $BTF
    4UVEZ
70. Ҿ༻ݩ
    IUUQXXXEFOUTVDPKQTJQTJOEFYIUNM γϯύγʔ ڞײ ʁ
71. ιʔγϟϧϝσΟΞɺ
    ιʔγϟϧήʔϜɺ
    ήʔϛϑΟέʔγϣϯ
72. ೚ఱಊʮϚϦΦΧʔτʯ
73. ΧϓίϯʮϞϯελʔϋϯλʔʯ
74. ʮ;ZOHB
    -JWF
    1PLFSʯ
75. ήʔϜ͸ΈΜͳͰϓϨΠ͢Δํ ͕ͨͷ͍͠ ҰਓϓϨΠ͕͍͍ ਓ΋͍Δ͚Ͳ ɻ
    ιʔγϟϧϝσΟΞ͸ήʔϜΛ ΑΓͨͷͨ͘͠͠ɻ
76. ͞ΒʹιʔγϟϧήʔϜ͸ɺ ιʔγϟϧϝσΟΞ্Ͱͷߦ ಈ ιʔγϟϧΞΫγϣϯ Λ ޼ΈʹσβΠϯͨ͠ɻ
77. (3&&ʮυϦϥϯυʯ
78. ιʔγϟϧϝσΟΞɺ
    ιʔγϟϧήʔϜɺ
    ήʔϛϑΟέʔγϣϯ
79. ήʔϛϑΟέʔγϣϯͷ
    Ԡ༻͕ՄೳͳΧςΰϦʔ ϩʔΧϧσΟʔϧ ళฮ
    8FCίϯςϯπαΠτ
    ΤϯλʔϓϥΠζ޲͚Τϯήʔδϝϯτ
    ҩྍɾϔϧεέΞɾϑΟοτωε
    ڭҭɾ؀ڥɾࣾձ׆ಈ
    ϥΠϑελΠϧ
80. ϩʔΧϧσΟʔϧʮGPVSTRVBSFʯ $BTF
    4UVEZ
81. 8FCίϯςϯπαΠτɾΤϯλʔϓϥΠζ ޲͚Τϯήʔδϝϯτʮ#BEHF7JMMFʯ $BTF
    4UVEZ
82. ҩྍɾϔϧεέΞɾϑΟοτωεʮ/JLFʴʯ $BTF
    4UVEZ
83. ϥΠϑελΠϧʮLPCPʯ $BTF
    4UVEZ
84. ·ͩ·ͩ
    ൃల్্
85. Feedback Play Gamification Framework Feedback Play Feedback Play level 1 level 2 John ExP: 163 Level: 12 45 17 Status Goal level 0 = Onboarding Level
86. Social Feedback loop Social Network
87. Power Incentive Design Social Monetary Non-Monetary Coupon / Tickets Stuff Points Badges Fame Getting Attention Access Personal Virtual Goods Donation
88. Game Mechanics Theme Metaphor / Storytelling Collecting / Cards Nurturing / Character Adventure / Discover Psychological Surprise Unexpected Delight Loss Aversion Behavioral Momentum Operant Conditioning Endowment Effect Anchoring Effect Bandwagon Effect Peak-End Rule Social Gifting Teaming Encourage Communication
89. ͖ͭͮ͸ɺ
    ݄̏೔ʹɻ
91. ຊ೔ͷ݁࿦ɻ
92. ୹ظతͳϓϩϞʔγϣϯͱɺ ௕ظతͳؔ܎ੑΛͭ͘ΔͨΊ ͷήʔϛϑΟέʔγϣϯ͸෼ ͚ͯߟ͑Δͱཧղ͠΍͍͢ɻ
93. ήʔϛϑΟέʔγϣϯͷຊ ࣭͸ϢʔβʔͷΞΫςΟϒ ཰Λ্͛ͯɺ௕ظతͳࢹ఺ ͰϢʔβʔߦಈͷมԽΛଅ ͍ͯ͘͜͠ͱʹ͋Δɻ
94. Let's PLAY! Hiromi Kubota Twitter: @ro_mi Facebook: hiromi.kubota