Notes on Gamification - Speaker Deck

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Notes on Gamification @hankbao

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Introduction (1.1) 1. Gamiﬁcation is about learning from games, understanding what makes the games successful, engaging. 2. Taking some of those techniques, and thoughtfully applying them to other non- game situations.

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Overview (1.2) 1. What is gamiﬁcation 2. Why it might be valuable 3. How to do it effectively 4. Speciﬁc applications

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Definition (1.3) Gamiﬁcation is the use of game elements and game design technique non-game contexts.

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Game elements • Points • Progression • Levels • Rewards • Quests • Social Graph • Badges • Avatars

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Game Design Techniques • More to games than elements • Think like a game designer

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Non-Game Context Some objective other than success in the game

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Why Study Gamification (1.4) • An emerging business practice • Games are powerful things • Lessons from psychology, design, strategy, technology • Harder than it appears

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History of gamification (1.5)

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Examples and Categories (1.6) 1. External 2. Internal 3. Behavior change

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External 1. Marketing 2. Sales 3. Customer engagement

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Internal 1. HR 2. Productivity enhancement 3. Crowdsourcing

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Behavior change 1. Health and wellness 2. Sustainability 3. Personal ﬁnance

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Lessons Learned 1. Gamiﬁcation can motivate 2. Applications in many domains • External, internal, behavior change 3. Encompasses many techniques

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Gamification in Context (2.1) • Listening to what games can teach us • Learning from game design (and psychology, management, marketing, economics) • Appreciating fun

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What is a Game (2.2) • Pre-lusory Goal • Constitutive Rules • Lusory Attitude • voluntarily overcoming unnecessary obstacles

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Games and Play (2.3) Takeaways for Gamification • Voluntariness • Learning or problem solving • Balance of structure and exploration

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Video Games (2.4)

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Just a Game? (2.5) Real World Building Blocks 1. E-business 2.0 • analytics, cloud, mobile, etc. 2. Social networks and media 3. Loyalty programs 4. Management and marketing research

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Real World <-> Game ┌────────────────────────────────┬───────────────────────────┐ │ Real World Activity │ Game Concept │ ├────────────────────────────────┼───────────────────────────┤ │ Monthly sales competition │ Challenge │ ├────────────────────────────────┼───────────────────────────┤ │ Frequent flyer program tiers │ Levels │ ├────────────────────────────────┼───────────────────────────┤ │ Weight Watchers group │ Team │ ├────────────────────────────────┼───────────────────────────┤ │Free coffee after ten purchases │ Reward │ ├────────────────────────────────┼───────────────────────────┤ │ American Express platinum │ Badge │ └────────────────────────────────┴───────────────────────────┘

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Why Gamify (3.1) • Engagement gap: need more people engaging • Choices: variety • Progression: make different as more participating • Social • Habit

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Think like a game designer (3.2) • "I am a game designer" • Different than being a game designer • Different than thinking like a gamer

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Your Participants as Players • Players are the center of a game • Players feel a sense of autonomy/control • Players play

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Goal of a game designer: • get your players playing • keep them playing

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Design Rules (3.3) The Player Journey - Onboarding: get the player into the game as quickly, as easily, as possible - Scaffolding: provide training wheels - Pathways to mastery: get to the point where the player has conquered and achieved some real skill, some real accomplishment within the framework of the game

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Onboarding get the player into the game as quickly, as easily, as possible

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Scaffolding provide training wheels

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Pathways to mastery get to the point where the player has conquered and achieved some real skill, some real accomplishment within the framework of the game

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Planets VS. Zombies example • Guides • Highlighting • Feedback • Limited options • Limited monsters • Impossible to fail

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Tapping the Emotions (3.4) What Makes Games Engaging? Fun!

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What Things are Fun? • Winning • Problem-solving • Exploring • Chilling • Teamwork • Recognition • Triumphing

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What Things are Fun? (cont...) • Collecting • Surprise • Imagination • Sharing • Role Playing • Customization • Gooﬁng off

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Anatomy of Fun (3.5) Nicole Lazzaro's 4 Keys 1. Easy Fun: easy to done 2. Hard Fun: hard to done, accomplishment 3. People Fun: teamwork, socialization 4. Serious Fun: collections, badges...

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Anatomy of Fun (cont...) Marc LeBlanc's 8 Kinds of Fun 1. Sensation 2. Fantasy 3. Narrative 4. Challenge 5. Fellowship 6. Discovery 7. Expression 8. Submission

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Takeaways • Fun can (and should) be designed • Fun can be challenging! • Appeal to different kinds of fun

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Finding the Fun (3.6) Linkedin Profile Completeness Bar: • Feedback • Progression • Completion

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Breaking Games Down (4.1) Experience <-> Games <-> Elements

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The Pyramid of Elements (4.2) ┌────────────────┐ │ │ │ Dynamics │ │ │ ┌────────────────────────┐ │ │ │ Mechanics │ │ │ ┌───└────────────────────────┘───┐ │ │ │ Components │ │ │ └────────────────────────────────┘

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Dynamics: Big-picture aspects; "grammar" 1. Constraints 2. Emotions 3. Narrative 4. Progression 5. Relationship

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Mechanics: Processes that drive action forward; "verbs" 1. Challenges 2. Chance 3. Competition 4. Cooperation 5. Feedback 6. Resource Acquisition 7. Rewards 8. Transactions 9. Turns 10. Win states

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Components: Specific instantiations of mechanics and dynamics; "nouns" • Achievements • Avatars • Badges • Boss Fights • Collections • Combat • Content Unlocking

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Components (cont...) • Gifting • Leaderboards • Levels • Points • Quests • Social Graph • Teams • Virtual goods

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Lessons from the Pyramid • A variety of options • Lower levels tend to implement one or more higher-level concepts

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The PBL Triad (4.3) The Point of Points • Keep score • Determine win states • Connect to rewards • Provide feedback • Display of progress • Data for the game designer • Fungible

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Badges • Representations of achievement • Flexibility • Style • Signaling of importance • Credentials • Collections • Social display (status symbols)

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Leaderboards • Ranking: Feedback on competition • Personalized leaderboards: Friend-relative variant

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Limitations of Elements (4.4) • The elements are not the game • Not all rewards are fun; Not all fun is rewarding • Cookie cutter (not so different than other PBL products)

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What About: • Meaningful choices • Puzzles • Mastery • Community • Different kinds of users

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Motivational Design (5.1) The reasons we do things

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Behaviorism (5.2) Learnings from Behaviorism • Observation • Feedback loops • Reinforcement

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Behaviorism in Gamification (5.3) • Watch What People Do • Importance of Feedback • Conditioning Through Consequences • Reinforcement Through Rewards

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Reward Structures (5.4) Cognitive Evaluation Theory • Tangible/intangible • Expected/unexpected • Contingency 1. Task non-contingent 2. Engagement-contingent 3. Completion-contingent 4. Performance-contingent

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Reward Schedules (5.5) • Continuous • Fixed Ratio • Fixed Interval • Variable 1. Competitive/non-competitive 2. Certain/uncertain

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Limits of Behaviorism (6.1) It leaves a lot out and it causes a lot of problems.

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Dangers of Behaviorism (6.2) • Potential for Abuse/Manipulation • Hedonic Treadmill • Overemphasis on Status

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Intrinsic and Extrinsic Motivation (6.3) • Intrinsic Rewards • Extrinsic Rewards

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SAPS (Zichermann) • Status • Access • Power • Stuff

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How Rewards Can Demotivate (6.4) Over-Justification Effect • The reward substitutes for the intrinsic motivation • Studies conﬁrm 1. Drawing 2. Day care pickup 3. Bolld donation 4. Teacher salaries • However these studies 1. Generally focused on "interesting" tasks 2. Reward types do matter • Tangible • Unexpected • Performance-contingent

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Self Determination Theory (6.5) The Motivational Spectrum a motivation │ Extrinsic │ Intrinsic │ │ │ │ │ External regulation │ │ │ │ │ │ Interjection │ │ │ │ │ │ Identification │ │ │ │ │ │ Integration │

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Competence - Autonomy - Relatedness: intrinsic motivation • Competence • Autonomy • Relatedness

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The Design Process (7.1) Design Thinking • Purposive • Human centered 1. It's the experience, stupid • Balance of analytical & creative 1. Abductive reasoning: inference from best available explanation • Iterative 1. Prototyping and play testing

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Gamification Design Framework (D6) 1. DEFINE business objectives 2. DELINEATE target behaviors 3. DESCRIBE your players 4. DEVISE activity loops 5. DONT'T forget the fun! 6. DEPLOY the appropriate tools

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Objectives and Behaviors (7.2) 1. Business Objectives • List and rank possible objectives • Eliminate means to ends • Justify objectives 2. Target Behaviors • Speciﬁc • Success metrics ("win states") • Analytics 1. DAU/MAU 2. Virality 3. Volume of activity

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Players (7.3) Overlapping Value Structures Bartle Player Type Model acting │ │ │ killers │ achievers │ │ players ──────────────────────┼────────────────────── world │ │ socializers │ explorers │ │ │ interacting

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Activity Loops (7.4) • Engagement Loops (micro level) Motivation -> Action -> Feedback -> Motivation -> Action -> Feedback -> ... • Progression Loops (macro level) Onboarding -> Climbing -> Rest -> Climbing -> Rest -> Climbing (Boss Fight) -> Rest -> Climbing -> Rest -> ...

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Fun and Tools (7.5)

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Taking Stock: TWO APPROACHES TO GAMIFICATION (8.1) ┌─────────────────────────────────────────────────────────┐ │ Doing VS. Feeling │ ├──────────────────────────┬──────────────────────────────┤ │ │ Game design and cognitive │ │ Marketing and economics │ psychology │ │ │ │ │ Incentives │ Experiences │ │ │ │ │ Satisfying needs │ Fun │ │ │ │ │Game elements (inductive) │ Game thinking (deductive) │ │ │ │ │ Status │ Meaning │ │ │ │ │ PBLs │ Puzzles │ │ │ │ │ Rewards │ Progression │ │ │ │ │ Making users do things │ Making players awesome │ │ │ │ └──────────────────────────┴──────────────────────────────┘

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Is Gamification Right for Me (8.2) Four Questions • Motivation • Meaningful Choices • Structure • Potential Conﬂicts

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Motivation • Emotional connections, unique skills, creativity, or teamwork. • Or, to make boring tasks interesting.

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Meaningful Choices

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Structure • Must be able to encode in rules/algorithms • E.g., points for Twitter sharing vs. product registration?

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Conflicts

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CASE STUDY: Design for Collective Good (8.3)

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Designing for Happiness (8.4) Positive Psychology • Positive emotions • Engagement • Relationships • Meaning • Achievement

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Flow ▲ Difficulty │ │ │ ***** │ Anxiety ****** │ *** │ ** │ **** Flow *** │ ***** *** │ ***** ***** │ **** *** *** │ *** **** │ ***** │ **** Boredom │ ** │ **** └───────────────────────────────────────────────▶ Time

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Conditions for Flow • Clear goals • Balance between perceived challenges and perceived skills • Clear and immediate feedback

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Amy Jo Kim Interview (8.5) Kim's Social Engagement Verbs acting │ │ │ express │ compete │ │ content ──────────────────────┼────────────────────── player │ │ explore │ collaborate │ │ │ interacting

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Kim's Social Engagement Verbs • express • compete • explore • collaborate

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Thanks