http://reisz-gamification.appspot.com

Hype

Financial

sources: http://dailytekk.com/2013/01/14/gamification-defined/ & http://gsvcap.com/knowledge-economy/let-the-games-begin/

Definition

"

Gamification is the use of game attributes to drive game-like player behavior in a non-game context

"
  • The use of game attributes, which includes game mechanics/dynamics, game design principles, gaming psychology, player journey, game play scripts and storytelling, and/or any other aspects of games
  • To drive game-like player behavior, such as engagement, interaction, addiction, competition, collaboration, awareness, learning, and/or any other observed player behavior during game play
  • In a non-game context, which can be anything other than a game (e.g. education, work, health and fitness, community participation, civic engagement, volunteerism, etc.)
http://lithosphere.lithium.com/t5/science-of-social-blog/What-is-Gamification-Really/ba-p/30447

Myth (What Gamification is NOT)

  • Dropping Badges on Players: Gamification is not about just throwing game mechanics at a problem in the hope that engagement improves
  • Offering Prize Incentives: Gamification is also not the use of prizes (or other external incentives) to drive action
  • Conditioning / Compulsion does not equal engagement
  • They'll Figure it out: No clearly defined objective or goal... it's pretty difficult to gamify it
  • Gamification is not a game: It's about using game attributes to drive game-like player behavior/positive pyschology

Why Now: Key Enablers

"They’re finding that big data and motivational science combine to create a kind of “cold fusion” for loyalty – one that generates an endless supply of motivation. With gamification, they channel that motivation in ways that drive their business performance."
-Rajat Paharia
  • Big Data: We have all become walking data generators. Applications, social networks and websites constantly throw off data whenever we use them. Taken as a whole, that data shows conclusively what interests and motivates us. Companies like Facebook, Amazon and Netflix already understand this and they make use of it constantly.
  • Motivation Science: behavioral studies reveal that a core set of intrinsic and powerful motivators exists in all of us. These motivators are ever present and they can always be stimulated by the right experience – especially an experience that’s customized to a particular person’s interests and activities. And that’s where big data fits in.

Monochrom's Massively Multiplayer Thumbwrestling

http://www.monochrom.at/daumen/netzwerk-eng.htm
http://www.youtube.com/watch?v=SjsG-NgmleA

Positive Emotions During "MMTW"

  • Joy
  • Relief
  • Love
  • Surprise
  • Pride
  • Curiosity
  • Excitement
  • Awe & Wonder
  • Contentment
  • Creativity
    • Best Games Often Wrap Around:
    • mystery / curiosity
    • mastery
    • mental challenge
    • narrative
    • novelty
    • flow (Rythm in Play, then slowly
      demand players perform faster)

Motivation Science

5 Key Intrinsic Motivators (from Loyalty 3.0 Rajat Paharaia)

  • Autonomy (“I control”): The urge to control our own lives.
  • Mastery (“I improve”): The desire to get better at something that matters.
  • Purpose (“I make a difference”): Do something larger than ourselves.
  • Progress (“I achieve”): The desire to see mastery towards a certain result.
  • Social Interaction (“I connect with others”): The need to belong and be connected with others.
Loyalty 3.0: http://www.loyalty30.com/

Game Mechanics You Can Use Today

  • Fast Feedback
  • Transparency
  • Goals
  • Badges
  • Leveling Up
  • Onboarding
  • Competition
  • Collaboration
  • Community
  • Points
Loyalty 3.0: http://www.loyalty30.com/

Fast Feedback

Linked in Notifications
Intrinsic Motivators: Mastery, Progress
  • Everytime you take action, you get instance feedback. Positive feedback reinforces behavior, negative teaches you to learn to adjust
  • Slow feedback loops discount you from the action
  • Can be used to take the next action
  • In our apps, feedback can be provided as growler messages, toast, and even activity feeds

Transparency

nitro for salesforce
Intrinsic Motivators: Progress, Social Interaction

  • Crunch the numbers and let users see them as a part of the larger community and their groups of friends (or associates)
  • Show realtime progress through goals
  • Motivating people through the use of data
  • Show profile information, leaderboards, and statics

Goals

Freshdesk's Customer Services Goals
Intrinsic Motivators: Purpose, Progress, Social Interaction

  • Have a tangible goal to reach for
  • Should Include:
    • What needs to be done
    • Time Before it expires
    • Progress Indicators
    • Reward for completing
    • Others in the community working on the same goal
  • Personalized to business units or event individuals

Badges

Coderwall's Badges from Github Repos
Intrinsic Motivators: Mastery, Progress, Social Interaction

  • Taps into peoples desire to collect and complete sets
  • Show off accomplishments to peers
  • Generate surprise when earning a badge that they didn't know existed

Leveling Up

Levels at Freelancers

Intrinsic Motivators: Mastery, Progress, Purpose, Social Interaction

  • Been around for a while... frequent flier award levels or VIP programs
  • Job Title, Office, Influence, Salary
  • Recognize Users and give more access for their levels

Onboarding

Onboarding @ Tumbler
Intrinsic Motivators: Mastery
  • Onboarding is about teaching users the rules and tools to interact with your software. It ends once a user has some basic mastery of the tools.
  • Games don't just drop you in and expect you to know how to play
  • Quickly build trust, competence, and stay motivated
  • Early on when a customer is new gamification can have a huge impact

Competition

nitro for salesforce
Intrinsic Motivators: Mastery, Social Interaction

  • Games foster excellence and achievement through competition
  • We see it even in our development practices with Scrum teams
  • Competition isn't right for every community
  • Motivating people through peer competition
    • Shrink the Context
    • Show me
    • Use different Timeframes

Collaboration

Stack Overflow
Intrinsic Motivators: Purpose, Social Interaction

  • This is the Web 2.0 things: Harness the power of community for collaboration
  • Work together to solve a common problem
  • Provides the ability to connect and bond with others
  • Teams can be extremely effective... teams work together to beat other teams
  • When people are on teams, they are not focused on themselves but the entire team

Community

Facebook NewsFeed
Intrinsic Motivators: Purpose, Social Interaction

  • We are social creatures
  • Little of what we talked about can be here without community
  • Profile Ambient awareness through News / Activity Feeds:
    • Spread the word about accomplishments
    • Surface and promote people
    • Establish social norms
    • Let you know what your team or inner circle are doing

Points

Stackover Flow Profile
Intrinsic Motivators: Progress, Social Interaction

  • A Number that indicates how much of something you have
  • Provides a way of keeping score
  • To a business it's a way of scoring customers engagement

Bringing all these together...
it's the total strategy that makes gamification




  • The key thing here is many of these are extrinsic rewards... we don't play games for extrinsic rewards. We play them for intrinsic reasonings. We play them because we simply enjoy them.
  • A leaderboard is an extrinsic rewards, but the feeling of accomplishment and engagement goes up as I advance my positioning. Make no mistake tho: Intrinsic rewards beats Extrinsic rewards.
  • It's the collection of these things that help create, if not "gameful design," then perhaps something that approaches it. And at it's heart is a systems designed to influence intrinsic rewards from external ones.

Success Stories

Nike+

  • Nike Digital Sport, a new division the company launched in 2010
  • Aims to develop devices and technologies that allow users to track their personal statistics in any sport in which they participate
  • 18 Million Members (before Android)
  • Logs workout to Nikeplus.com, where users can store and analyze the data, get training tips, and share workouts with friends
MechanicSuccessDescription
Fast FeedbackConstant feedback... even has things like powersong for extra modivation and cheers when friends like your post Example
TransparencyAllows you to share and see workouts of your friends and see your stats Example
GoalsAllows you to set goals and earn badges as you complete goals and reach milestones Example
BadgesAllows you to set goals and earn badges as you complete goals and reach milestones Example
Leveling UpAs you accumulate more miles, Nike+ recognizes your achievement by moving you up to the next level. Example
OnboardingThe app (and site) walks you through setting up your account, using the app, and linking with friends Example
CompetitionNike+ Challenges: A fun way to connect and compete with your Nike+ Friends. Example
CollaborationNike+ Challenges: A fun way to connect and compete with your Nike+ Friends. Example
Community You build a network of friends that can help motivate and challenge you Example
PointsNikeFuel NikeFuel is a single, universal way to measure all kinds of activities—from your morning workout to your big night out. Uniquely designed to measure whole-body movement no matter your age, weight or gender, NikeFuel tracks your active life. Example

Nike+ Results:


  • Fastcompany's #1 Most Innovative Company of the Year for 2013
  • "Nike has broken out of apparel and into tech, data, and services, which is so hard for any company to do," says Forrester Research analyst Sarah Rotman Epps.
  • Nike's spending on TV and print advertising in the U.S. has dropped by 40% in just three years, even as its total marketing increased to record $2.4 billion last year.
  • "Gone is the reliance on top-down campaigns celebrating a single hit -- ...like Tiger Woods"
  • 18 Million Members (before Android's Number... Android was recently released)

Other Awesome Examples Worth Mentioning

  • Job Interview Knack
    • “The total number of points doesn’t count. It’s how you play. The score only serves as a motivator. The objective is to reveal each candiate’s personality, ability and, above all, their inclinations,” Guy Halfteck, CEO and founder of Knack
  • Speed Camera Lottery (Gabe Zichermann)
    • In sweden, your ticket is not based on how fast you are going its based on how much money you make. Kevin Richardson reimagine it
    • Effect of dropping speed by over 20% at the point of intervention
  • Ananth Pai, Gamified Learning (Gabe Zichermann)
    • Business Person who worked in engineering. Went back and got a masters in education because he saw a problem in education
    • Took over a class at White Bear Lake Elementary School. Replaced the standard curriculum with a video game based curriculum
    • Standard off-the-shelve Nintendo DS and Computer Games to learn Reading and Math
    • Space of 18 Weeks Went from a below 3rd grade level in reading and math. To a mid 4th grade level
    • Learning is fun!

The Promise of Gamification

Summary

  • Gamification is not just about games.
  • "Gamification is the use of game attributes to drive game-like player behavior in a non-game context."
  • Intrinsic > Extrinsic
  • Key Instrinsic Reasons to Game
    • Autonomy (“I control”): The urge to control our own lives.
    • Mastery (“I improve”): The desire to get better at something that matters.
    • Purpose (“I make a difference”): Do something larger than ourselves.
    • Progress (“I achieve”): The desire to see mastery towards a certain result.
    • Social Interaction (“I connect with others”): The need to belong and be connected with others.
  • Key Enablers
    • Big Data / Motivation Science
  • Gamification movement may focus on the mechanics, but NEVER forget the real reasons we game

References

    Rajat Paharia
    (@rajatrocks)
  • Loyalty 3.0 Find it
    Gabe Zichermann
    (@gzicherm)
  • The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition Find it
  • TED Talks Watch Them
  • When NOT to use Gamification?, http://www.epicwinblog.net/2013/04/when-not-to-use-gamification.html
  • Bing Gordon: Every Startup CEO Should Understand Gamification http://techcrunch.com/2011/06/30/bing-gordon-every-startup-ceo-should-understand-gamification/
  • http://leveleleven.com/2013/11/10-great-quotes-dreamforce-2013s-gamification-forum/
  • Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps Paperback by Gabe Zichermann
  • What is Gamification, Really?, http://lithosphere.lithium.com/t5/science-of-social-blog/What-is-Gamification-Really/ba-p/30447
  • This is not a game: Why gamification is becoming a multi-billion dollar way to motivate people: http://pando.com/2013/11/19/this-is-not-a-game-why-gamification-is-becoming-a-multi-billion-dollar-way-to-motivate-people/
  • We Don't Need No Stinking Badges: http://www.gdcvault.com/play/1014576/We-Don-t-Need-No
  • Nike's new marketing mojo: http://management.fortune.cnn.com/tag/nike-fuelband/
  • Nike+ now has over 18m members tracking their exercise with a FuelBand, SportWatch or fitness app: http://thenextweb.com/insider/2013/08/21/nike-now-has-18m-members-logging-their-daily-exercise-with-a-fuelband-sportwatch-or-fitness-app/#!wXLUWM
  • Farewell Job Interview: Hello Video Game: http://www.ilsole24ore.com/art/english-version/2014-01-09/farewell-job-interview-hello-video-game-050111.shtml
  • NIKE: THE NO. 1 MOST INNOVATIVE COMPANY OF 2013: http://www.fastcompany.com/most-innovative-companies/2013/nike
  • Skinner Box (Extra Credits): http://www.youtube.com/user/ExtraCreditz?feature=watch
  • Gamifying the Classroom: http://fora.tv/2011/09/16/Ananth_Pai_Gamifying_the_Classroom