Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior

INTRODUCTION
1. Gamification — applying the mechanics of gaming to nongame activities
  1. to change people’s behavior.
2. It is an important and powerful new strategy
  1. for influencing and motivating groups of people.
3. And the concept has the potential to solve a variety of problems, in areas such as:
  1. Health & Wellness
  2. Education & Training
  3. Public Policy & Government
I. GAMIFICATION DEFINED
1. Participation and Engagement
  1. The overall goal of gamification is
    1. to engage with consumers
      1. and get them to participate, share and interact in some activity or community.
2. Game Mechanics & Game Dynamics
  1. Game mechanics
    1. They are the various actions, behaviors, and control mechanisms
      1. tha are usted to “gamify” an activity.
  2. Game dynamics
    1. They are the result of desires and motivations
      1. of the compelling, motivational nature of this experience.
3. Games Are Everywhere
  1. People have become more open to game mechanics in other parts of their lives.
  2. Let’s examine a few.
    1. Frequent Flyer Programs
      1. They are complex games, with customers earning miles for every segment flown.
    2. Starbucks and Foursquare
      1. Starbucks is using a fun tool to get people to visit their stores.
    3. Nike+ and the iPod
      1. It has “gamified” exercise with the launch of Nike+ in 2008.
4. Gamification
  1. At its root
    1. It applies the mechanics of gaming to nongame activities
      1. to change people’s behavior.
  2. In a business context
    1. It is the process of integrating game dynamics (and game mechanics) into a
      1. in order to drive participation and engagement.
      2. website
      3. business service
      4. online community
      5. marketing campaign
      6. content portal
II. THE BUSINESS VALUE OF GAMIFICATION
1. Tracking Statistics Drives Participation
  1. At its core, gamification is all about statistics.
  2. These statistics create another level to the game and motivate people to play more.
    1. In essence, the statistics become the game.
  3. By capturing statistics, communicating standings, and rewarding accomplishments,
    1. we create a new method to drive participation.
2. Who Is Participating?
  1. Gamification is a strategy for influencing and motivating the behavior of people
    1. customers,
    2. employees
    3. students,
    4. fans
    5. constituents,
    6. patients
3. Use Cases of Gamification
  1. Motivating behavior
    1. Wherever there are people, there are people to be motivated.
    2. Example: HopeLab
  2. Building and activating a community of members or fans
    1. Organizations can take back control of the brand experience by engaging users.
    2. Example: Global Technology Company
  3. Building your brand
    1. Marketers can help increase brand awareness, affinity, and purchase intent.
    2. Example: Global Consumer Product
  4. Driving engagement and loyalty
    1. Loyalty programs can significantly increase their effectiveness by adding more intrinsic motivators
    2. Example: Major Entertainment Company
4. Participation Drives Business Value
  1. Gamification can drive any kind of participation, including:
    1. Watching videos
    2. Listening to audio
    3. Viewing photos
    4. Opting in to email communication
  2. Participation builds lasting relationships
    1. and impacts business objectives.
III. THE BUILDING BLOCKS OF GAMIFICATION
1. To repeat our definitions from the beginning
  1. Gamification drives participation and engagement
    1. by integrating game mechanics and game dynamics.
  2. Game mechanics are the rules and rewards that make up game play
  3. These emotions, in turn, are the result of desires and motivations we call game dynamics.
2. Game Mechanics Motivate Behaviors
  1. Addition it to a site allows you to layer compelling user experiences.
  2. Game mechanics are tools that are used as building blocks
    1. for gamifying a website or application.
  3. Some of the most common game mechanics include the following:
    1. Levels
      1. It is an indication that you’ve reached a milestone and a level of accomplishment.
    2. Challenges, Trophies, Badges, Achievements
      1. Challenges give people missions to accomplish and then reward them.
    3. Virtual Goods
      1. They are a great vector for creativity, competition, and self-expression.
    4. Leaderboards
      1. They are used in the competition to drive valuable behavior.
    5. Points
      1. People love to earn them and to achieve them.
    6. Competitions
      1. They enable your users to challenge each other to get the high score.
3. Game Dynamics Satisfy Desires
  1. People have fundamental needs and desires.
  2. Gamification allows to meet the needs of people.
  3. These are some human needs:
    1. Reward
      1. The primary reward mechanism is through earning points.
    2. Status
      1. People need to engage themselves in activities to gain this esteem.
    3. Achievement
      1. People motivated by achievement tend to seek out challenges.
    4. Self-expression
      1. Many people want and need opportunities to express their autonomy.
    5. Competition
      1. Individuals can also be motivated by competition.
    6. Altruism
      1. Gifting is an incredibly powerful acquisition and retention mechanic.
V. ABOUT BUNCHBALL AND NITRO
1. Bunchball: The Industry Leader in Gamification
  1. Nitro – The Participation Engine
    1. It enables you to track and reward participation across the Internet by adding game mechanics.
      1. The Nitro solution includes the following:
        Proven Gamification Platform
        Expert Program Design Services
        Comprehensive Program Management Services
        Advanced Analytics Services
  2. Bunchball is the leading provider of online gamification solutions.
    1. It is used for some of the world’s leading brands and media.
  3. Customers use it to create meaningful experiences.
    1. Customers
      1. Warner Bros
      2. Comcast
      3. Victoria's Secret PINK
      4. USA Network
      5. LiveOps
      6. Hasbro
IV. SUMMARY AND NEXT STEPS
1. Questions to Ask
  1. What is the Context?
    1. Consider how to extend the reach of the gamification process into other avenues.
  2. What Is the Timeframe?
    1. Gamification should be thought of as an extended process.
      1. Gamification is a long-term strategy, not a launch-and -forget-it one.
  3. Time to Market?
    1. How soon do you need to gamify your site or application?
      1. Do you have the resources to do it?
    2. All of these questions will impact your ability to gamify.
  4. What Is Success?
    1. Most important is to have a clear sense of what your business goals are
      1. and how you’ll go about determining if you’ve achieved them.
  5. Is the Product Compelling?
    1. Gamification works best when turning an exciting product into a richer one.

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Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior

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