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INTRODUCTION TO GAMIFICATION

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ET 2019II - 1710007 - Drago Axel – Session 8 Introduction To Gamification
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INTRODUCTION TO GAMIFICATION
  1. What is Gamification?
    1. Definition
      1. Gamification is the use of game elements and game thinking in non-game environments to increase target behaviour and engagement
        1. is about using
          1. To increase target behaviour and engagement
            1. In a non-game environment
              1. Game thinking
                1. Game elements
              2. Game or Gamification?
                1. (Serious) Games
                  1. A game is characterized by rules, restrictions, meaningful choices and working towards a goal, while these things are mostly missing in ‘play’.
                  2. Toys
                    1. Toys are on the left side of the spectrum. They offer a whole experience, instead of using just parts of games.
                    2. Playful design
                      1. Playful design is not a whole gaming experience, only parts of games are used. Yet, also with Playful design there are no specific goals, rules or meaningful choices that make it a game or Gamification
                      2. Gamification
                        1. Gamification offers a clear and specific goal to its users and has rules and restrictions that make it game-like
                      3. Famous examples of Gamification
                        1. Amazon.com
                          1. Foursquare
                            1. LinkedIn
                          2. What can Gamification be used for?
                            1. Education
                              1. Education might even be the profession which can progress most by implementing Gamification techniques, because of the parallels between learning and gaming
                                1. elements application of Gamification in education:
                                  1. Rewards
                                    1. Feedback
                                      1. Gaining skills and experience
                                  2. Loyalty
                                    1. Loyalty is what most marketers are looking for in their customers.
                                      1. The following are conditions for- or predictors of loyalty
                                        1. - Word of mouth
                                          1. - Product ownership
                                            1. – more products per person predicts a higher loyalty
                                              1. - Brand knowledge and brand preference
                                                1. - Engagement
                                            2. Behaviour change
                                              1. Examples
                                                1. Foodzy – Healthy living
                                                  1. UWV – Finding a job
                                                    1. The Speed Camera Lottery
                                                  2. Employee productivity
                                                    1. Examples
                                                      1. Nitro for Salesforce
                                                        1. Work.com
                                                      2. Promotion
                                                        1. Examples
                                                          1. Prezi
                                                      3. What’s so engaging about games?
                                                        1. Game designers seem to have found the ‘holy grail’ of engagement, which marketers have been searching for a long time.
                                                          1. Great games are able to captivate and engage players for a longer period of time.
                                                            1. Who hasn’t played a game like Farmville, Angry Birds, Temple Run or Candy Crush once and found it hard to put away? “One more level”, or “5 more minutes until these crops are ready”.
                                                          2. Gamification Design Framework
                                                            1. Define business objectives
                                                              1. Delineate target behaviour
                                                                1. Describe the players
                                                                  1. Devise the activity loops
                                                                    1. Don’t forget the fun
                                                                      1. Deploy the appropriate tools

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