INTRODUCTION TO GAMIFICATION

INTRODUCTION TO GAMIFICATION

1. "Gamification is the use of game and game thinking in non-game environments to increase target behaviour and engagement"

   • Not full-games
   • Games designe
   • Idea behind games
   • To target behaviour

2. Gamification is between the definition of gaming with the use of one or more parts that constitute a game.

   • Gameful design = Gamification

3. It offers an application that has a clear and specific objective, which for its use presents restrictions and rules.

   • Elements of the game are added to make it more fun to achieve the objectives.

4. Examples

   • Foursquare
     • It is an application where users share their location.
     • The competition for earning badges motivates users to continue using the application.
   • LinkedIn
     • LinkedIn has profits thanks to the sale of ads.
     • It is important that users complete their profiles extensively.
       • Users are encouraged to update their profiles.
       • One of the tricks is that the profile field can never be filled completely.
   • Amazon.com
     • Review comments about a product influence the purchase decision of customers.
     • Amazon created "Amazon Top Reviewer's program"
       • Where it gives the option to the user to assess the revisions
       • According to the validation, They give rewards.
       • There is also a table of leaders in the reviews.

5. Use

   • Promotion
     • Prezi, expands the number of its users focusing on students.
     • It created a program called Prezi Ambassador Program.
       • The key elements of the game are the classification table, points and status.
     • One student is an ambassador per campus and promotes the use of Prezi.
       • This activity will give the students points, status and Prezi merchandise.
   • Employee productivity
     • It can motivate the employee to share knowledge, personal development and the accomplishment of their work
     • Examples
       • Nitro for Salesforce
       • Work.com
   • Loyalty
     • Encourage consumer loyalty by providing rewards and extra services.
     • GetGlue
   • Education
     • Keep students motivated in the study, using learning and play.
     • Examples
       • Classroom Game Design by Paul Andersen
       • Codecademy
   • Behaviour change
     • Stimulate the behavior of people in relation to something they consider important or valuable.
     • Examples
       • Foodzy – Healthy living
       • UWV – Finding a job
       • The Speed Camera Lottery

6. What’s so engaging about games?

   • The users are captivated by the games.
     • Feel the satisfaction of overcoming challenges.
   • Each time you pass a level or you are rewarded people produces dopamine.
   • These substances increase more when you perceive the challenge, achievement and satisfaction.

7. Gamification Design Framework

   • The implementation of effective Gamification depends on its development and implementation.
   • It has 6 steps
     • 1. Define business objectives
       • Examples
         • Increasing quality of innovations
         • Increasing the knowledge level of students
         • Decreasing customer service costs
       • Establishment of the objective.
     • 2. Delineate target behaviour
       • Delineate the objective behavior.
       • This behavior will be encouraged and will focus on the key to performance.
     • 3. Describe the players
       • Segmentation of the possible players / clients
         • Killers
         • Socialites
         • Achievers
         • Explorers
     • 6. Game elements
       • The analysis of the details of each element of the game is performed
         • Components
           • Specific instances of dynamics and mechanics
         • Mechanics
           • Processes that bring the game forward
         • Dynamics
           • The big picture
     • 5. Don’t forget the fun
       • Ensuring fun
         • 4 sorts of fun
           • Hard fun
           • Easy fun
           • Serious fun (Altered states)
           • People fun
         • Encouraging fun
           • Design
           • Language
           • Social interactions
           • Humour
     • 4. Devise the activity loops
       • Design the engagement based on the objectives.
       • Onboarding and progression loops
         • Onboarding
           • Explain how to play from the beginning, step by step.
         • Progression loops
           • Increase the difficulty in small proportions in progression.
       • Engagement loops
         • Motivation
         • Action
         • Feedback