GRAMIFICATION

GRAMIFICATION

1. Gamification is about using

   • Game elements
     • Not full-games
   • Game Thinking
     • It’s about the way games are designed and the idea behind games
   • Non-Game Environment
     • commercial as well as not-for-profit environments
   • Target Behaviour and Engagement
     • Target behaviour is central to this definition

2. Used in anything Company or Organizations

   • To increase target behaviour

3. Games

   • Serious Games
     • This is used for doctors or pilots how simulator game
   • Toys
     • Don't exist rulers, the toy can be the game(legos)
   • Playful design
     • Don't exist rulers, the fun is tha most important here

4. Gamification offers a clear and specific goal to its users and has rules and restrictions that make it game-like

   • Gamification be used for
     • Promotion
       • Example: The key game elements Prezi uses in this program are leader boards, points and status.
     • Employee productivity
       • Employees can be encouraged to share knowledge, invest in personal development or do their work in a certain way.
         • Nitro for Salesforce
           • It allows managers to give points and rewards for specific behaviour and to have employees compete for trophies, badges and status
         • Work.com
           • Employees and managers can set goals, on which the managers as well as other employees can give feedback
     • Behaviour change
       • Gamification works best when it stimulates behaviour that people already pursue or find worthwhile
         • healthy living
         • finding a job
         • keeping to the speed limit
     • Loyalty
       • Loyalty is what most marketers are looking for in their customers
     • Education

5. Examples

   • Foursquare
   • LinkedIn
     • Need to know their users very well, and one way to get to know them is for users to fill in their profiles extensively, as they need ofert an ad to them
   • Amazon.com
     • The "Amazon’s Top Reviewers" program, which rewards customers for good quality reviews. By simply clicking ‘yes’ or ‘no’ next to a review

6. Website optimization

   • Website optimization is about improving websites to better influence the behaviour of visitors and Gamification is a tool that can be very helpful in this regard.
     • Profile completion (LinkedIn)
     • Improve review quantity (Amazon.com)
     • Improve review quality (Amazon.com)
     • Increase usage frequency (Foursquare)

7. Design Framework

   • The 6 steps in the Gamification Design Framework
     • Define business objectives
     • Delineate target behaviour
     • Describe the players
     • Devise the activity loops
     • Don’t forget the fun
     • Deploy the appropriate tools
   • Delineate target behaviour
   • Describe the players
   • Devise the activity loops
     • designing for engagement
       • Engagement loops
         • Motivation
         • Action
         • Feedback
       • Onboarding and progression loops
         • Two thing should be well designed
           • Onboarding
           • Progression loops
   • Don’t forget the fun
   • Game elements
     • Dynamics
     • Mechanics
     • Components