13. WHAT DOES
A GAMER
LOOK LIKE?
Image Source: http://www.dmfiat.com/wp-content/uploads/2011/10/gamer_kid.jpg
14. 72% OF AMERICAN
HOUSEHOLDS
play computer or video games.
Image Source: http://icons.iconseeker.com/
15. AVERAGE U.S. AMERICAN
21 YEAR OLD
has spent 3000 hours reading books.
Image Source: http://softwarekomputergratis.com/wp-content/gallery/bogel/books-png-images-686.pngs
16. AVERAGE U.S. AMERICAN
21 YEAR OLD
has spent 10,000+ hours playing games.
Image Source: http://softwarekomputergratis.com/
17. 3.5 BILLION
HOURS A
WEEK ARE
SPENT
GAMING
worldwide.
Image Source: http://www.softicons.com/free-icons/globe-terrestre-2-icon
18. 2010: $25.1
BILLION
SPENT
on video games
& accessories
in U.S.
Image Source: http://www.tableausoftware.com/public/sites/default/files/moneybag.png
19. 64 MILLION
KIDS AGES
2-17 ARE
GAMING
including 97% of 12-17 year olds.
Image Source: http://www.destructoid.com/elephant//ul/32410-Young%20Gamer.
20. AVERAGE U.S. GAMER:
35-40 years old; has played for 13+years.
Image Source: http://wiredcontroller.com/
27. “Games produce positive emotion,
stronger social relationships,
a sense of accomplishment, and
a chance to build a sense of
purpose.”
- Dr. Jane McGonigal
31. By 2014, a gamified service for consumer
goods marketing & customer retention will
become as important as Facebook, eBay or
Amazon.
32. By 2014, a gamified service for consumer goods
marketing & customer retention will become as
important as Facebook, eBay or Amazon.
By 2014, 70%+ of Global 2000 organizations will
have at least one gamified application.
33. By 2014, a gamified service for consumer goods
marketing & customer retention will become as
important as Facebook, eBay or Amazon.
By 2014, 70%+ of Global 2000 organizations will
have at least one gamified application.
By 2015, more than 50 percent of organizations
that manage innovation processes will gamify
those processes.
37. PRIDE
Image Source: http://elegantwordart2.blogspot.com/2009/05/proud-of-you.html
38. COMMUNITY
Image Source: http://www.geekyuniverse.com/wp-content/uploads/2012/01/community_show.jpg
39. Johns Hopkins University behavioral
neuroscientist Ed Fortune found brains come
wired for community cooperation. (Science Magazine, Nov. 2011)
Image Source: http://knowyourmeme.com/
44. PURPOSE/CHALLENGE
The Class of ‘XY Storybook
Challenge
Image Source: http://images3.wikia.nocookie.net/__cb20100226143250/d20npcs/images/e/e1/Mortarboard.png
45. PROGRESSION DYNAMIC
• Every good game is a journey with levels of
problems that build upon themselves to reach
the ultimate goal ... and WIN.
49. PROGRESSION DYNAMIC
Prospective Student Application Checklist
& Status Bar
Source: http://images3.wikia.nocookie.net/__cb20100226143250/d20npcs/images/e/e1/Mortarboard.png
50. APPOINTMENT DYNAMIC
• Carry out actions at a set time, on a timeline, to
gain positive effects.
• Failing
to maintain the appointment could lead
to setbacks.
55. DISCOVERY DYNAMIC
• Allows for rampant exploration and discovery
of universe’s rules and terrain -- the more you
explore, the more you find.
• Must allow for failure, as well. Fail? Reload, and
start again in a different path.
59. REWARDS & STATUS
• Points, badges, special
powers, tangible items --
all positive reinforcement.
• Immediate gratification helps fill our needs for
recognition, both public and private.
60. REWARDS & STATUS
Image Source: http://www.wildwestarea.com/whatshot/cadillac.png
63. REWARDS & STATUS
Accepted Student Forum Rankings
Image Source: http://images3.wikia.nocookie.net/__cb20100226143250/d20npcs/images/e/e1/Mortarboard.png
64. COMMUNITY
COLLABORATION
• Builds upon the already-established social layer.
• Uses relationships to create something “bigger”
than the sum of its parts.
• Has the most potential to go viral.
65.
66.
67. COMMUNITY
COLLABORATION
Res Hall Floor Challenge
Image Source: http://images3.wikia.nocookie.net/__cb20100226143250/d20npcs/images/e/e1/Mortarboard.png
68. GAMIFICATION IN THE WILD
• Health
and
Wellness:
SuperBetter,
Zombies Run!
• Business: MyMarriott,
SalesForce
• Learning: ClassRealms,
UM Political Theory Class
• Advancement: Flight of
the Flyers
69. GAMIFICATION IN THE WILD
• Health
and Wellness:
SuperBetter, Zombies
Run!
• Business:
MyMarriott,
SalesForce
• Learning: ClassRealms,
UM Political Theory Class
• Advancement: Flight of
the Flyers
70. GAMIFICATION IN THE WILD
• Health
and Wellness:
SuperBetter, Zombies
Run!
• Business: MyMarriott,
SalesForce
• Learning:
ClassRealms, UM
Political Theory
Class
• Advancement: Flight of
the Flyers
71. GAMIFICATION IN THE WILD
• Health
and Wellness:
SuperBetter, Zombies
Run!
• Business: MyMarriott,
SalesForce
• Learning: ClassRealms,
UM Political Theory Class
• Advancement:
Flight of the Flyers
74. “Playing beats working. So, if
the enjoyment & challenge of playing
can be embedded in learning, work &
commerce then gamification takes
off. ”
- Pew Internet & American Life Project “The Future of Gamification”
75. DOING THIS
GAME LAYER THING
8 Suggestions to Get on the Road to Gamifying
76. 1. Know your audience.
2. Be true to needs & goals.
3. Use as part of a broad strategy.
4. Understand that gamification is REALLY
about careful, strategic motivation.
5. Set achievable targets.
6. Reward your players as you would yourself.
7.Consider your audience before the
technology.
77. “You’ve got to start with the customer
experience and work your way back to the
technology.” – Steve Jobs
Source: http://fredibach.ch/cmsdata/uploads/xspics/546/steve_jobs.png.jpg
- Senet\n- strategy, Egypt, 3100 BC, earliest board game\n- earlier games made to distract populace\n
Hand-eye coordination\n
Chance\n
Princess Lolly, Molasses Monster\nracing & chance\nNarrative\n
strategy & deductive reasoning, Professor Plum\n
console, PC, name it; 1973\n
2004 - 10.2 million as of Dec. 2011, \nGuiness Book of World Records as largest MMPORG\n
Had all the cartridges.\n
\n
\n
\n
A certain image\n
Entertainment Software Association – 2011 Report\n
\n
\n
\n
\n
This is your audience. \nThese are your future alumni. \nThis is their life.\n
\n
Fun story: “Girls Can’t Be Gamers”\n
\n
\n
\n
\n
Game layer is everywhere ... we just don’t always realize it.\n
\n
Term “Gamification” has gotten a bad rap.\nOverused marketing term -- too much focus on profiting on using game layer, rather than understanding capacity for change & meeting communication goals\n
Wide Range: \n- from individual game aesthetics such as graphics and progress bars, \n- to complete games with an overarching goal, rules, story, levels, quests and achievements \n- all powered by real actions.\n
\n
Gartner Research Group\nSharepoint partnership last week\n
\n
WHY does this matter? \nTHIS is our competition. We do not compete with each other, we compete with user expectations as formed by overall experiences.\nThis is what shapes our user’s expectations. \n\n
\n
Games Use Psychological factors to meet its goals (top 3)\n
Survival of the fittest\nMaslow’s hierarchy of needs: SELF-ACTUALIZATION level: problem solving *and* ESTEEM: Respect of others, achievement\n
Not biblical; Fiero\nMaslow’s hierarchy of needs: ESTEEM level: self esteem, confidence, respect\nChallenging the target to better himself or prove herself\n\n
Facebook – 100M US users\nMaslow’s hierarchy of needs: BELONGING level: friend & family groups\n
Community cooperation increase feel-good chemical reactions\nalter human responses to stimuli—increasing reaction times, for instance\ncan improve learning, participation, and motivation.   \n
Many game mechanics – almost 50 by some counts\nWork TOGETHER\nWill cover some key mechanics & offer examples of each\n
\n
\n
\n
\n
\n
\n
\n
\n
Consider how this could be relevant to a prospective student and the many tasks he/she must complete to move toward enrollment.\nCarry Across the Student Lifecycle\n
\n
Creamery\n
\n
\n
If there’s one thing higher ed knows, it’s that time – and deadline — matters. \nmake it goal accomplishment-oriented (“Do XYZ  by Monday & win!”) rather than punitive (“Pay your bill by Monday or we drop you.”) \n
Easter Eggs\n
\n
\n
Hide icons across those pages, have students discover and “earn” them, and then put the icons together to solve an even bigger puzzle that leads to …\n
\n
\n
\n
Anyone here post about stealing a 4sq mayorship?!\nVirality\n
- badge that proclaims their new elevated membership status \n- &#x201C;Newbie&#x201D; to &#x201C;Frosh&#x201D; to &#x201C;<InsertMascotNameHERE>&#x201D;\n- acknowledges their success but builds loyalty AND helps spread virally\n
\n
30,000 active participants: 72,000 Facebook Fans \n77,000 Twitter Followers generated 150,000+ tweets\nThe campaign videos generated about 2 million views\n
500 players wrote short personal essays inspired by their quest\n
\n
\n
\n
\n
\n
\n
- Need to meet changed expectations of user experience\n- Need to motivate our audiences to desired action -- more than ever\n- As we share & give what our audience needs, we also learn about them.\n
\n
\n
\n
\n
- You may already be doing it. \n- Do PURPOSEFULLY\n