Gamification WORKGROUP

Gamification WORKGROUP

1. Gamification 101

   • The use of Game Mechanics and Dynamics to nongame related activies
     • Mechanics
       • Points
       • Levels
       • Challenges
       • Virtual goods and spaces
       • Leaderboards
       • Gifts and Charity
     • Dynamics
       • Rewards
       • Status
       • Achievement
       • Self-expresion
       • Competition
       • Altruism
   • Influence Behavior
     • RANK BASED SYSTEMS
       • THIS SYSTEM PUTS USERS ON RANKS BASED ON THEIR SCORE INSIDE THE BUSINESS, A HIGHER YOUR RANK MEANS BETTER REWARDS OR BONUSES
         • THIS HAS A DIRECT IMPACT ON THE MIND OF THE USER, MAKING THEM THINK THE MORE THEY CONTRIBUTE THE BETTER EXPERIENCE THEY WILL GET.
     • Digital Goods OR LOOT
       • USERS WILL GET DIGITAL GOODS, LIKE TROPHIES, ACHIEVEMENTS, STICKERS, ETC.. FOR USING THE SCORE SYSTEM
         • EVEN THOUGH THESE GOODS, MAY HAVE NO ACTUAL VALUE IN THE REAL WORLD; PEOPLE HAVE COMPETITIVE INSTINCTS AND WILL COMPETE WITH OTHERS
     • PERSONAL STATISTICS
       • EVEN WHEN THERE IS NO ONE ELSE TO COMPETE, THEY WILL RECORD THEIR BEST SCORE AND TRY TO BEAT IT
     • ONLINE COMMUNITY
       • GRANTING EVERY USER A PUBLIC SCORE, MOTIVATES ALL OF THEM TO TRY AND BEAT THE NEXT HIGHER SCORE
   • Participation
     • Builds lasting relationships, the more people participate and engage, your business wins.
     • Statistics
       • Capturing statistics
       • Communicating standings
       • Rewarding accomplishments
     • ONLINE COMMUNITIES
       • THIS ADDS A WHOLE NEW LEVEL ON COMPETITION, ALWAYS HAVE SOMEONE'S SCORE TO BEAT, HAVE YOUR OWN STATISTICS RECORDED AND PUBLIC SO OTHER TRY TO BEAT THEM. THIS LEVEL OF INTEGRATION AND COMPLEXITY WASN'T EVEN DREAMED BEFORE THE SOCIAL IMPORTANCE OF THE INERNET
       • SINGLE USERS
         • Anyone playing the "game"
           • Customers
           • Employees
           • Fans
   • Building a Brand
     • Loyalty
       • WITH ENOUGH TIME PEOPLE BECOME LOYAL NOT ONLY TO THE COMPANY, BUT TO THEIR OWN SCORE INSIDE THE SYSTEM
         • RECOGNITION
     • Engagement
       • Rewards
         • THE MOST EFFICIENT WAY TO KEEP A USER HAPPY IS NOT BY GIVING REWARDS, BUT TO MAKE THEM THINK THEY "EARNED" THEM BY THE TIME THEY SPENT IN YOUR SYSTEM
       • KEEPING THE USERS IN YOUR OWN SYSTEM, CONSTANTLY INTERACTING, WILL NOT ONLY PREVENT THEM FROM LOOKING FOR OTHER OPTIONS, BUT WILL ALSO RE-ENFORCE A GOOD OPINION ABOUT YOUR OWN BUSINESS
     • The "right" level of challange
       • EVERY REWARD IS A STEP; Working towards a bigger goal
       • PEOPLE WILL GROW TIRED EITHER IF THEY ARE REWARDED TOO OFTEN, TOO LITTLE, TOO MUCH OR IF THEY HAVE TO WORK HARDER THEY THINK THEY SHOULD, A PERFECT SOLUTION IS PROVIDING SMALL, MEDIUM OR GREAT REWARDS; DEPENDING ON THE ACTION THEY PERFORMED
     • THE "WIN"
       • THIS CONCEPT VARIES FROM USER TO USER, TO SOME IT'S JUST THE BIGGEST REWARD, TO OTHERS IS TO BEAT THE HIGH SCORE, TO OTHERS IS TO EXPRESS THEMSELVES, BUT THE ONE THING THEY SHARE, IT'S THE SATISFACTION OF GETTING THERE; THE FEELING OF WINNING.
       • THE GOAL OF GAMIFICATION, AND OF EVERY GAME IT'S NOT TO END THE GAME, IT'S TO GET THE FEELING OF WINNING. IF YOUR PLATFORM DELIVERS JUST A PORTION OF THAT YOU CAN BE SURE THAT USERS WILL CONTINUE TO COME IN AND SPENT THEIR TIME AND RESOURCES ON YOUR COMPANY.

2. Getting Gamification Right

   • Encourage Freedom to Fail
     • Failing allows players to review information and reinforce their knowledge
   • Permit Personalization
     • Allow workers to develop and embellish digital personas
   • Beware of leaderboard limitations
     • Can be demotivating
   • Keep the game design simple
     • Link every action to an outcome
   • Understand the psychology
     • Spacing effect
       • Improve acquisition and retention of Knowledge
   • Tie gamification to business needs
     • Establish clear metrics
   • Identify goals before diving in
     • stakeholders must agree in advance how to evaluate their gamification initiatives
   • It's just one part of L&D toolkit
     • Games are part of a larger, blended curriculum or strategy
   • Use it as a management tool
     • Gamification is like a fitness tracker for work
   • Leverage it throughout of the employee life cycle
     • It can be applied in a wide variety of ways
   • Require Participation
     • Organizations that are most successful with serious games require play
   • Keep it fresh
     • Regularly refresh and update content
   • Get Social
     • Build a community around the company's gamified solution
   • Be on Point with Points
     • Assign Points in a fair and consistent manner
   • Different Strokes for different folks
     • Socializers
     • Free Spirits
     • Achievers
     • Players
     • Philantrophies
     • Disruptors
   • Extrinsic versus intrinsic
     • Drive individuals to take personal pride in their work
   • Monitor System for abuse
     • Stimulate engagement with incentives to return
   • create an initial buzz
     • Promote launch
   • Distinguish between levels and badges
     • Badges acknowledge nonlinear progress
   • Build continuous feedback
     • Reward mastery of the material

3. Introduction To Gamification

   • What can be used for?
     • Loyalty
     • Employee productivity
     • Promotion
     • Behaviour change
     • Education
   • What Is?
     • Examples
       • Amazon
       • LinkedIn
       • Foursquare
     • Uses
       • Game thinking
       • To increase target behaviour and engagement
       • In a non-game environment
       • Game elements (not full-games)
     • Coined by Nick Pelling
     • Is about using game elements outside games
     • Is the use of game elements and game thinking in non-game environments
   • Gamification Design Framework
     • Helps marketers and other professionals
     • Was created by Kevin Werbach of Pennsylvania University
     • The 6 steps
       • 1. DEFINE BUSINESS OBJECTIVES
         • How should benefit the organisation?
       • 2. DELINEATE TARGET BEHAVIOUR
         • What behaviour is expected of players?
         • What behaviour should be rewarded?
       • 3. DESCRIBE THE PLAYERS
         • Who should be playing this Gamified system?
         • What is the target audience?
       • 4. DEVISE THE ACTIVITY LOOPS
         • These make sure the players keep playing
       • 5. DON’T FORGET THE FUN
         • Where’s the fun in the Gamified system?
       • 6. DEPLOY THE APPROPRIATE TOOLS
         • What elements are necessary
   • Rewards
     • Intrinsic motivation doesn't produce positive results
     • It's recommended not to use rewards in gamification
     • SAPS model
       • They Rewards can be very effective, if used correctly.
       • Categories
         • Stuff
         • Power
         • Access
         • Status
   • What’s so engaging about games?
     • The games are well designed to not stop playing.
     • When we gain a level the brain produces dopamine
     • Examples
       • Angry Birds
       • Farmville
       • Temple Run
       • Candy Crush