ROD's 5 Gamification Design Questions: A Simpler, Faster, and Funner Toolkit for Designing Gamified Business Models

ROD
U

Profitably
Create,
Deliver,
and
Share
Happiness

Unified
Business
Model
Gamifica1on

A
New
and
Proven
Strategy
to

Massively
Engage,
Acquire,
and
Retain
Customers

Dr.
Rod
King

Pioneer
and
Architect
of
Business
Model
Gamifica7on

Gamifica1on
Problems,
Consequences,
and
Solu1on

PROBLEMS
&
CAUSES

CONSEQUENCES

q  Many
Change
Management
projects
fail

q  Unprofitable
Change
Management
projects

q  It’s
becoming
very
tough
to
mo1vate
customers

and
employees
to
get
desired
jobs
done

q  Unprofitable
Gamifica1on
projects

q  Inadequate
understanding,
planning,
execu1on,

and
management
of
a
Strategy
of
Business

Model
Gamifica1on

q  Piecemeal
approach
to
gamifica1on:

No
common
or
unified
framework
for

systema9cally
documen9ng,
planning,

execu9ng,
and
managing
gamifica9on
projects

q  Nega1ve
Return
On
Investment
(ROI)

q  Waste
of
1me,
money,
and
other
resources
in

gamifica1on
projects

q  “By
2014,
80
percent
of
current
gamified

applica1ons
will
fail
to
meet
business
objec1ves

primarily
due
to
poor
design”

Gartner

q  Too
many
fragmented
tools
are
used
in

gamifica1on
projects

q  Predominant
focus
on
the
“How?”
(tac1cs/

game
mechanics)
rather
than
the
“Why?”

(strategy/core
drivers)
of
human
and

business
mo1va1on

SOLUTION

q  Strategy
of
Unified
Business
Model
Gamifica1on:
Holis1c
approach
for
understanding,
documen1ng,
and

managing
projects
on
Business
Model
Gamifica1on
as
well
as
Gamified
Change
Management

Simple
internal
integra9on
of
gamifica9on
frameworks,
tools,
and
ideas
as
well
as
external
integra9on

with
frameworks,
tools,
and
ideas
of
Business
Strategic
Management

Basic
Defini1ons
in
Business
Model
Gamifica1on

Business
Model
Gamifica7on
=
Gamified
Business
Model
Innova7on
=
Gamified
Change
Management

GAMIFY

“Entertainingly
and
Profitably

Mo)vate
and/or
Change

Especially
Using

Game
Mo)va)on
Mechanisms”

GAMIFICATION

“Entertaining
and
Profitable

Mo)va)on
and/or
Change

Especially
Using

Game
Mo)va)on
Mechanisms”

Business
Model
Gamiﬁca1on

Involves

A
Con1nuous
Experiment

That
Uses

Game
Mo1va1on
Mechanisms
(GMM)
to

Entertainingly
and
Proﬁtably
Create,
Deliver,
and
Share
Happiness

(Value)

Companies
Successfully
Applying
a
Strategy
of
BUSINESS
MODEL
GAMIFICATION

Business
Model
Gamifica7on
=
Gamified
Business
Model
Innova7on
=
Gamified
Change
Management

TwiMer

Companies
Successfully

Applying

A
Strategy
of

BUSINESS
MODEL

GAMIFICATION

Starbucks

Nike

#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hep://businessmodels.ning.com
&
hep://twieer.com/RodKuhnKing

Systema1cally
Understand,
Document,

and

Manage
Projects

On

Business
Model
Gamiﬁca1on

5
Ques1ons

Of

Uniﬁed
Business
Model
Gamiﬁca1on

ROD’s
5
Gamifica1on
Design
Ques1ons

Profitably
Create,
Deliver,
and
Share
Happiness

1. 

WHY
Gamify?

2. 

WHO
to
Gamify
for?

3. 

WHAT
to
Gamify?

4. 

TO
WHAT
to
Gamify?

5. 

HOW
to
Gamify?

Gamify
=
“Entertainingly
and
profitably
mo1vate,
learn,
solve
problem,
or
get
a
job
done”

#4ROD.
Dr.
Rod
King.
&
&

Ideas
and
Tools
for
Answering

The
5
Ques9ons

Of

Uniﬁed
Business
Model
Gamiﬁca9on

ROD’s
5
Gamifica1on
Design
Ques1ons

Profitably
Create,
Deliver,
and
Share
Happiness

1. 

WHY
Gamify?

Yu-‐Kai
Chou

2. 

WHO
to
Gamify
for?

Richard
Bartle

3. 

WHAT
to
Gamify?

Amy
Jo
Kim

Octalysis
Framework

Bartle
Player
Types

Social
Engagement
Verbs

4. 

TO
WHAT
to
Gamify?

5. 

HOW
to
Gamify?

Gamify
=
“Entertainingly
and
profitably
mo1vate,
learn,
solve
problem,
or
get
a
job
done”

#4ROD.
Dr.
Rod
King.
&
&

ROD’s
5
Gamifica1on
Design
Ques1ons

Profitably
Create,
Deliver,
and
Share
Happiness

1. 

WHY
Gamify?

Yu-‐Kai
Chou

2. 

WHO
to
Gamify
for?

Richard
Bartle

3. 

WHAT
to
Gamify?

Amy
Jo
Kim

4. 

TO
WHAT
to
Gamify?

Octalysis
Framework

Bartle
Player
Types

Social
Engagement
Verbs

Visionary
Gamified
Business
Model

q  Gamifica7on
Pentagon

q  Red
Ocean
Disrup7on
(ROD)
Game

q  Customer
Gamifica7on
Pyramid

q  3P-‐Business
Model
Gameboard

q  6
Jobs
of
Highly
Innova7ve
Teams

q  Game
Mechanics,
Dynamics,
and

Gamify
=
“Entertainingly
and
profitably
mo1vate,
learn,
solve
problem,
or
get
a
job
done”

Aesthe7cs:
Physical;
Mental;

Social;
Reputa7on

#4ROD.
Dr.
Rod
King.
&
&

5. 

HOW
to
Gamify?

GAMIFICATION
PENTAGON:
Visual
Worksheet
for
Itera9vely
Answering
the
5
Gamiﬁca9on
Design
Ques9ons

Proﬁtably
Create,
Deliver,
and
Share
Happiness

WHY?

WHO?

HOW?

Object/

Topic

TO

WHAT?

Conven)on

(Present:
Red
Ocean/Job)

WHAT?

#4ROD.
Dr.
Rod
King.
&
&

GAMIFICATION
PENTAGON:
Visual
Worksheet
for
Itera9vely
Answering
the
5
Gamifica9on
Design
Ques9ons

Profitably
Create,
Deliver,
and
Share
Happiness

WHY?

Problem-‐Solving
Cycle

q  D:
Define

q  B:
Build

q  M:
Measure

q  A:
Analyze

q  I:
Improve

q  L:
Learn

HOW?

Blue
Ocean

Gamifica1on
Model/

Behavior/Habit

WHO?

Business

Model

Red
Ocean

Gamifica1on
Model/

Behavior/Habit

TO

WHAT?

Conven)on

(Present:
Red
Ocean/Job)

WHAT?

#4ROD.
Dr.
Rod
King.
&
&

GAMIFICATION
PENTAGON:
How
Dick
Fosbury
Disrupted
the
High
Jump
Game

Proﬁtably
Create,
Deliver,
and
Share
Happiness

WHY?

Problem-‐Solving
Cycle

q  D:
Deﬁne

q  B:
Build

q  M:
Measure

q  A:
Analyze

q  I:
Improve

q  L:
Learn

HOW?

Bring
Honor
to
Country

Set
a
world
record
at
the

Olympic
Games

WHO?

HIGH

JUMP

Dick
Fosbury,

Game
Changer

TO

WHAT?

Conven)on

(Present:
Red
Ocean/Job)

WHAT?

#4ROD.
Dr.
Rod
King.
&
&

APPLE’S
GAMIFICATION
PENTAGON:
How
Apple/Steve
Jobs
Disrupted
the
Music
Game

Profitably
Create,
Deliver,
and
Share
Happiness

WHY?

Problem-‐Solving
Cycle

q  D:
Define

q  B:
Build

q  M:
Measure

q  A:
Analyze

q  I:
Improve

q  L:
Learn

HOW?

Empowerment
&
Happiness

“Think
Different”

WHO?

Classic
iPod:

(“A
Thousand
Songs

In
Your
Pocket”)

TO

WHAT?

Conven)on

(Present:
Red
Ocean/Job)

WHAT?

#4ROD.
Dr.
Rod
King.
&
&

6
Jobs
of
Highly
Innova1ve
Teams

(Problem-‐Solving
Cycle
of
“DB-‐MAIL”)

Round:
.....

Problem

Deﬁner

Solu1on

Builder

D

B

Object

(Topic/

Logo)

Value
L

Learner

Solu1on

Improver

I

M

A

Problem

Measurer

Problem

Analyzer

#4ROD.
Dr.
Rod
King.
&
&

6
Jobs
of
Highly
Innova1ve
Teams

(Problem-‐Solving
Cycle
of
“DB-‐MAIL”)

Round:
.....

Problem

Definer

D

Value
L

Learner

Solu1on

Builder

B

Define
Problem

Define/sketch
customer

Make
field
visits;
Network

Observe
anomalies,

pains
&
trade-‐offs

Ques9on
ecosystem

Learn
What’s
Valued
Explore
in

Build
Solu1on

What
to
learn/share

space/9me
Set
goals/strategies

Evaluate
(-‐/+);
Monitor

Brainstorm
specs/propn.

Reflect:
Lesson
Learned

Idealize;
Use
“What
if?”

Tell
stories;
“Pitch”

Analogize;
Experiment

Object

Summarize

Prototype
tool;
Pilot

(Topic/

Improve
Solu1on

Measure
Problem

Logo)

Resolve
trade-‐offs

Measure
impacts

Do
mul9level
thinking

Collect
data/info

Transform;
Disrupt

Quan9fy
rela9onships

Role-‐play;
Simplify

Confirm
channels

Implement
tac9cs

Verify/Validate

Analyze
Problem

Analyze
data/info

Categorize
inputs

Model
process/system

Structure/Classify
outputs

Display
cri9cal
thinking

Solu1on

Improver

M

I

A

Problem

Measurer

Problem

Analyzer

#4ROD.
Dr.
Rod
King.
&
&

PROJECT
TEAM

Date:
…………………………....

Project
Descrip1on:

TEAM

MEMBER

Problem

Deﬁner

Solu1on

Builder

Problem

Measurer

Problem

Analyzer

Solu1on

Improver

Value

Learner

#4ROD.
Dr.
Rod
King.
&
&

PROJECT
JOURNAL

(Problem-‐Solving
Cycle
of
“DB-‐MAIL”)

Round:
.....

Date:
…………………………....

Why?
………………………………………………………………………………………………………….…………………………………………………………..…………………..…..……

Who?
…..…………………………………………………………………….………………………………………………….….……….………..……………………………..…………..……

What?
……..…………..……..……………………………………………………………………………………………………………………………..…….…………………………….……

To
What?
………………………………………………………………………………………………….…………………………………….…………………………………………………..

Project
Team:
…………………………………………….…………..…….…………..…….……………………...………………………….……………………………………………..

PROBLEM

DEFINER

SOLUTION

(PROTOTYPE)

BUILDER

PROBLEM

MEASURER

PROBLEM

ANALYZER

SOLUTION

IMPROVER

VALUE

LEARNER

#4ROD.
Dr.
Rod
King.
&
&

LEADERBOARD

Date:
…………………………....

Project
Descrip1on:

NAME
OF

PROJECT
TEAM

ROUND

1

ROUND

2

ROUND

3

ROUND

4

ROUND

…

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamiﬁca1on
Pyramid

How
to
Simply
Engage,
Acquire,
and
Retain
More
Customers

Customer
Gamifica1on
Pyramid:
8
Core
Drivers
of
Unhappy
People,
Products,
and
Workplaces

Profitably
Create,
Deliver,
and
Share
Happiness

Drivers
of
Unhappiness

S:
SPIRITUAL
Unhappiness

q Powerlessness

q Low
Self-‐esteem

q Iden9ty
Crisis

q Incompetence/Unskilled

(Constraints/Barriers/Obstacles)

q Injus9ce/Selfishness

q Disunity/Hopelessness

q Society’s
Deteriora9on

q Being
Unrecognized

Achiever

Compe77on

E:
EMOTIONAL
Unhappiness

q Loneliness/Lack
of
Support

q Rejec9on/Being
Bullied

q Miscommunica9on

q Feeling
Unloved/Unwanted

q Apathy/Ugliness

q No
Romance

q Poor
Exchanges

q Egocentrism

q No
Big-‐picture
Sense
or
Meaning

q Disempowerment
&
Low
Status

Socializer

q No
Social
Influence

q Trouble/Conflict/Fights

Collabora7on

I:
INTELLECTUAL
Unhappiness

q Ignorance/Mental
Block
q Boredom/Delay

q Confusion/Complexity
q Chaos/Being
Lost

q Indecision/Doubt

q Secrets/Mystery

q Uncertainty

q Inaccessibility

Discoverer

q Info
Overload

q Mundaneness

Explora7on

P:
PHYSICAL
Unhappiness

q Fear/Tension

q Hunger/Waste

q Fa9gue/Stress

q Sickness/Death

q Physical
Pain

q Poverty/Debt

q Physical
Craving

q Danger

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q No
Sign
of

Accomplish-‐

ment

#4ROD.
Dr.
Rod
King.
&
&

The
Ul1mate
Purpose
of
Gamiﬁca1on

Is

THE
PURSUIT
OF
HAPPINESS:

To
Proﬁtably
Create,
Deliver,
and
Share

Happiness

Customer
Gamiﬁca1on
Pyramid:
Template
for
“Body,
Mind,
Heart,
and
Spirit”
Happiness

Proﬁtably
Create,
Deliver,
and
Share
Happiness

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamiﬁca1on
Pyramid:
The
4
Building
Blocks
of
Happiness

Proﬁtably
Create,
Deliver,
and
Share
Happiness

S:
SPIRITUAL
Happiness

Achiever

Mo1va1onal
Factors

(Desires/Ideals)

Compe77on

E:
EMOTIONAL
Happiness

Socializer

Collabora7on

I:
INTELLECTUAL
Happiness

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamiﬁca1on
Pyramid:
The
4
Building
Blocks
of
Happiness

Proﬁtably
Create,
Deliver,
and
Share
Happiness

Achiever

Compe77on

E:
EMOTIONAL
Happiness

Socializer

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

Mo1va1onal
Factors

I:
INTELLECTUAL
Happiness

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Survivor

Extrinsic
Mo9va9on

Collabora7on

Survival

Customer/Job
To
Get
Done/BUMP:

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamiﬁca1on
Pyramid:
Tac9cal
Mo9vators
(Value
Factors;
Core
Drivers;
Proposi9ons)

Proﬁtably
Create,
Deliver,
and
Share
Happiness

Achiever

q Status/Power;
Mastery

q Customiza7on;
Fun;
Flow

Compe77on

E:
EMOTIONAL
Happiness

Socializer

q Design/Aesthe7cs

q Interac7vity

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

I:
INTELLECTUAL
Happiness

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Novelty

q Simplicity/

Accessibility/

Convenience

Extrinsic
Mo9va9on

Collabora7on

q Performance

q Price
(Cost)

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamifica1on
Pyramid:
Strategic
Mo9vators
(Value
Factors;
Core
Drivers;
Proposi9ons)

Profitably
Create,
Deliver,
and
Share
Happiness

Achiever

q Enlightenment
&
Meaning

q Empowerment

Compe77on

E:
EMOTIONAL
Happiness

Socializer

q Social
Influence

q Trouble
Avoidance

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

I:
INTELLECTUAL
Happiness

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

Collabora7on

q Ownership

q Accomplish-‐

ment

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamiﬁca1on
Pyramid:
Games
for
“Body,
Mind,
Heart,
and
Spirit”
Happiness

Proﬁtably
Create,
Deliver,
and
Share
Happiness

Achiever

Compe77on

E:
EMOTIONAL
Games

Socializer

Intrinsic
Mo9va9on

S:
SPIRITUAL
Games

Mo1va1onal
Factors

I:
INTELLECTUAL
Games

Discoverer

Explora7on

P:
PHYSICAL
Games

Survivor

Extrinsic
Mo9va9on

Collabora7on

Survival

Customer/Job
To
Get
Done/BUMP:

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamiﬁca1on
Pyramid:
Elements
of
the
Happiness
Quo9ent
(HQ)

Proﬁtably
Create,
Deliver,
and
Share
Happiness

Achiever

Compe77on

EMOTIONAL
Quo9ent
(EQ)

Socializer

Intrinsic
Mo9va9on

SPIRITUAL
Quo9ent
(SQ)

Mo1va1onal
Factors

INTELLECTUAL
Quo9ent
(IQ)

Discoverer

Explora7on

PHYSICAL
Quo9ent
(PQ)

Survivor

Extrinsic
Mo9va9on

Collabora7on

Survival

Customer/Job
To
Get
Done/BUMP:

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamiﬁca1on
Pyramid:
Habits
of
Player
Archetypes

Proﬁtably
Create,
Deliver,
and
Share
Happiness

driven

Mo1va1onal
Factors

Intrinsic
Mo9va9on

SPIRITUAL
Quo9ent
(SQ)

purposeful

Achiever

compe77ve

strong-‐willed

Compe77on

sociable

EMOTIONAL
Quo9ent
(EQ)

caring

Socializer

INTELLECTUAL
Quo9ent
(IQ)

curious

ques7oning

Discoverer

analy7cal

PHYSICAL
Quo9ent
(PQ)

enthusias7c

cra`y

crea7ve

Explora7on

dynamic

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

Extrinsic
Mo9va9on

empathe7c

communal

Collabora7on

materialis7c

energe7c

#4ROD.
Dr.
Rod
King.
&
&

Examples

Visually
Organize
and
Manage
Ideas
in
Gamiﬁca9on
Projects

Customer
Gamifica1on
Pyramid:
Template
for
“Body,
Mind,
Heart,
and
Spirit”
Happiness

Profitably
Create,
Deliver,
and
Share
Happiness

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

Achiever

&
Meaning

q Empowerment

Compe77on

E:
EMOTIONAL
Happiness

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

Discoverer

q Scarcity

q Surprise
&

Suspense

Explora7on

P:
PHYSICAL
Happiness

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamifica1on
Pyramid:
Template
for
“Body,
Mind,
Heart,
and
Spirit”
Happiness

Profitably
Create,
Deliver,
and
Share
Happiness

Achiever

&
Meaning

q Empowerment

Compe77on

E:
EMOTIONAL
Happiness

Socializer

q Social
Influence

q Trouble
Avoidance

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

I:
INTELLECTUAL
Happiness

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

Collabora7on

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

P.I.E.S.
Taxonomy
for
Games

Customer
Gamifica1on
Pyramid

Profitably
Create,
Deliver,
and
Share
Happiness

Achiever

Compe77on

E:
EMOTIONAL
Happiness

• 
• 
• 
• 

Musical
Games

Naturalis9c
Games

Interpersonal
Games

Intrapersonal
Games

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

•  Verbal-‐Linguis9c
Games

•  Logical-‐Mathema9cal
Games

Discoverer

Explora7on

P:
PHYSICAL
Happiness

•  Visual-‐Spa9al
Games

•  Bodily-‐Kinesthe9c
Games

Intrinsic
Mo9va9on

•  Existen9al
Games

&
Meaning

q Empowerment

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamifica1on
Pyramid

Profitably
Create,
Deliver,
and
Share
Happiness

•  Existen9al
Games

8
Mo1va1onal
Factors

Achiever

&
Meaning

q Empowerment

Compe77on

E:
EMOTIONAL
Happiness

• 
• 
• 
• 

Musical
Games

Naturalis9c
Games

Interpersonal
Games

Intrapersonal
Games

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

•  Verbal-‐Linguis9c
Games

•  Logical-‐Mathema9cal
Games

Discoverer

Explora7on

P:
PHYSICAL
Happiness

•  Visual-‐Spa9al
Games

•  Bodily-‐Kinesthe9c
Games

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

Gamified

Progress

Indicators

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

P.I.E.S.
Taxonomy
for
Games

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamifica1on
Pyramid

Max-‐Neef’s
Human
Needs

Profitably
Create,
Deliver,
and
Share
Happiness

S:
SPIRITUAL
Happiness

Equal
Rights

Autonomy;
Self
Esteem;
Passion

Open-‐mindedness

Idealism/Social
Jus9ce

• 
• 
• 
• 

Values;
Norms;
Customs

Self-‐awareness/growth

Self-‐esteem;
Belonging

Commitment

Achiever

Compe77on

E:
EMOTIONAL
Happiness

•  Family;
Friendships;
Rela9onships

•  Respect;
Humor;
Generosity;
Sensuality

•  Love;
Emo9onally
Express;
Share;
Care

Socializer

q Affec7on

q Par7cipa7on

q Leisure

Collabora7on

I:
INTELLECTUAL
Happiness

• 
• 
• 
• 
• 

Teachers;
Educa9onal
Policies;
Literature

Curiosity;
Intui9on;
Cri9cal
Capacity

Analyze;
Study;
Inves9gate;
Meditate

Imagina9on;
Boldness;
Inven9veness

Invent;
Design;
Compose;
Interpret

Discoverer

Explora7on

P:
PHYSICAL
Happiness

• 
• 
• 
• 
• 

Food;
Shelter;
Health

Physical
Health;
Mental
Health

Feed;
Clothe;
Work;
Rest

Social
Security;

Take
care;
Plan;
Help

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Understand-‐

ing

q Crea7on

Extrinsic
Mo9va9on

• 
• 
• 
• 

q Freedom

q Iden7ty

Intrinsic
Mo9va9on

9
Mo1va1onal
Factors

q Subsistence

q Protec7on

#4ROD.
Dr.
Rod
King.
&
&

Reiss’s
Drivers
of
Happiness

Customer
Gamifica1on
Pyramid

Profitably
Create,
Deliver,
and
Share
Happiness

Achiever

Power/Influence

•  Status/Social
Standing

Independence/Self-‐reliance
•  Tranquility/Emo9onal
Calm

Humor/Loyalty

Compe77on

Idealism/Social
Jus9ce

E:
EMOTIONAL
Happiness

• 
• 
• 
• 

Social
Contact/Companionship

Acceptance/Belonging

Family/Rela9onship

Romance/Sex
and
Beauty

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

•  Curiosity/Knowledge

•  Order/Organiza9on

Discoverer

Explora7on

P:
PHYSICAL
Happiness

• 
• 
• 
• 

Saving/Collec9ng
Things

Vengeance/One-‐upmanship

Ea9ng/Food

Physical
Ac9vity/Exercise

Intrinsic
Mo9va9on

• 
• 
• 
• 

&
Meaning

q Empowerment

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Maslow’s
Mo9va9on
Mechanisms
Customer
Gamifica1on
Pyramid

Profitably
Create,
Deliver,
and
Share
Happiness

Self-‐actualiza9on
• 
• 
Self
Esteem

• 
Status

• 
Pres9ge

Reputa9on

Morality

Spontaneity

Mastery

Achiever

Compe77on

E:
EMOTIONAL
Happiness

• 
• 
• 
• 

Belonging

Love

Family

Sexual
In9macy

• 
• 
• 
• 

Aesthe9cs

Friendship

Community

Empathy

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

•  Problem-‐Solving

•  Wisdom

•  Knowledge

•  Facts

Discoverer

Explora7on

P:
PHYSICAL
Happiness

• 
• 
• 
• 

Food

Water

Health

Protec9on

• 
• 
• 
• 

Breathing

Sleep

Safety

Security

Intrinsic
Mo9va9on

• 
• 
• 
• 

&
Meaning

q Empowerment

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamifica1on
Pyramid

Generic
Mo9va9on
Mechanisms

Profitably
Create,
Deliver,
and
Share
Happiness

Status

Enlightenment

Spirituality

Atonement

• 
• 
• 
• 

Peace
of
Mind

Self-‐expression

Autonomy/Power

Oneness/Altruism

Achiever

Compe77on

E:
EMOTIONAL
Happiness

• 
• 
• 
• 

Entertainment

Networking

Socializa9on

Community

• 
• 
• 
• 

Crowdsourcing

Romance

Loyalty

Sex;
Beauty

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

• 
• 
• 
• 

Wisdom;
Order
• 
• 
Knowledge

Ideas/Crea9vity
• 
Informa9on/Data
• 

Problem-‐Solving

Rhetoric

Trading

Decisions

Discoverer

Explora7on

P:
PHYSICAL
Happiness

• 
• 
• 
• 

• 
Travel

Finance/Wealth
• 
• 
Health

Safety/Protec9on
• 

Clothing

Housing

Food

Energy

Intrinsic
Mo9va9on

• 
• 
• 
• 

&
Meaning

q Empowerment

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

“Quests”
That
Make
Us
Happier

Customer
Gamifica1on
Pyramid

Profitably
Create,
Deliver,
and
Share
Happiness

q Seek/Obtain
Jus9ce

q Triumph

q Improve
Society

q Be
Enlightened

Achiever

Compe77on

E:
EMOTIONAL
Happiness

q Nurture

q Laugh

q Strengthen
Family
Rela9onship

q Connect
with
Past

q Customize

q Be
Roman9c

q Exchange
Gios

q Be
Recognized

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

q Learn/Gain
Knowledge

q Recognize
PaMerns

q Find
Treasure

q Get
Insider
Info

q Discover
Secret/Mystery
q Complete
Set

q Create
Order

q Predict
Events

Discoverer

Explora7on

P:
PHYSICAL
Happiness

q Be
a
Villain
q Improve
Health

q Be
a
Rebel

q Compete

q Revenge

Intrinsic
Mo9va9on

q Be
a
Hero

q Be
a
Wise
Old
Man

q Be
a
Ruler

q Master
a
Skill

&
Meaning

q Empowerment

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Learning
Goals/Jobs-‐To-‐Get-‐Done
Customer
Gamifica1on
Pyramid

Profitably
Create,
Deliver,
and
Share
Happiness

q Be
a
Hero;
Win

q Improve
Society

q Obtain
Jus9ce

q Tell
Epic
Story

Achiever

Compe77on

E:
EMOTIONAL
Happiness

q Entertain

q Network

q Socialize

q Be
Emo9onal

q Bond/Team

q Be
Roman9c

q Be
Loyal

q Be
Sexy

&
Meaning

q Empowerment

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

q Gain
Wisdom

q Gain
Knowledge

q Organize
Ideas

q Discover
Objects

q Solve
Problems

q Predict

q Trade

q Decide/Learn

Discoverer

Explora7on

P:
PHYSICAL
Happiness

q Travel

q Be
Wealthy

q Be
Healthy

q Be
Safe

q Have
Clothing

q Have
House

q Have
Food

q Have
Energy

Intrinsic
Mo9va9on

q Gain
Recogni9on

q Gain
Mastery

q Be
Enlightened

q Customize
Object

8
Mo1va1onal
Factors

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

Gamified

Progress

Indicators

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamifica1on
Pyramid

Profitably
Create,
Deliver,
and
Share
Happiness

Achiever

&
Meaning

q Empowerment

Compe77on

E:
EMOTIONAL
Happiness

Socializer

q Social
Influence

q Trouble
Avoidance

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

I:
INTELLECTUAL
Happiness

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

Collabora7on

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamifica1on
Pyramid

P.I.E.S.
Engagement
Verbs
(Processes)

Profitably
Create,
Deliver,
and
Share
Happiness

Create

Build

Challenge

Win

• 
• 
• 
• 

Meditate

Compare

Show-‐off

Master

Achiever

Compe77on

E:
EMOTIONAL
Happiness

• 
• 
• 
• 

Greet;
Express

Network

Like

Cooperate

• 
• 
• 
• 

Help

Give

Share

Personalize

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

• 
• 
• 
• 

Explore

View

Review

Curate

• 
• 
• 
• 

Vote

Imagine

Interpret

Learn

Discoverer

Explora7on

P:
PHYSICAL
Happiness

• 
• 
• 
• 

Hunt

Rebel

Sabotage

Destroy

• 
• 
• 
• 

Harass

Cheat

Heckle

Disrupt

Intrinsic
Mo9va9on

• 
• 
• 
• 

&
Meaning

q Empowerment

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamifica1on
Pyramid

Game
Mechanics

Profitably
Create,
Deliver,
and
Share
Happiness

Epic
Meaning

Reward
Schedule

Structure
Building

Power;
Autonomy

• 
• 
• 
• 

Pride

Status

Achievement

Mastery

Achiever

Compe77on

E:
EMOTIONAL
Happiness

• 
• 
• 
• 

Communal
Disc.

Companionship

Ex9nc9on

Coopera9on

• 
• 
• 
• 

Friending;
Liking

Gioing

Personaliza9on

Mentorship

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

• 
• 
• 
• 

Avoidance

Endless
Game

Puzzle;
Quiz

Progression

• 
• 
• 
• 

Con9ngency

LoMery;
Hazard

Shell
Game

Appointment

Discoverer

Explora7on

P:
PHYSICAL
Happiness

• 
• 
• 
• 

Victory
Points
• 
• 
Leaderboard

Territory
Control
• 
Bonus;
Discount
• 

Ownership

Envy

Race

Auc9on

Intrinsic
Mo9va9on

• 
• 
• 
• 

&
Meaning

q Empowerment

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

Customer
Gamifica1on
Pyramid

Profitably
Create,
Deliver,
and
Share
Happiness

• 
• 
• 
• 

Epic
Meaning

Reward
Schedule

Structure
Building

Power;
Autonomy

• 
• 
• 
• 

Pride

Status

Achievement

Mastery

8
Mo1va1onal
Factors

Achiever

Compe77on

E:
EMOTIONAL
Happiness

• 
• 
• 
• 

Communal
Disc.

Companionship

Ex9nc9on

Coopera9on

• 
• 
• 
• 

Friending;
Liking

Gioing

Personaliza9on

Mentorship

&
Meaning

q Empowerment

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

• 
• 
• 
• 

Avoidance

Endless
Game

Puzzle;
Quiz

Progression

• 
• 
• 
• 

Con9ngency

LoMery;
Hazard

Shell
Game

Appointment

Discoverer

Explora7on

P:
PHYSICAL
Happiness

• 
• 
• 
• 

Victory
Points
• 
• 
Leaderboard

Territory
Control
• 
Bonus;
Discount
• 

Ownership

Envy

Race

Auc9on

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

5
Basic

Gamifica1on

Ingredients

Survivor

Survival

Customer/Job
To
Get
Done/BUMP:

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

Game
Mechanics

q Ownership


ment

#4ROD.
Dr.
Rod
King.
&
&

OCTALYSIS
PETAL
DIAGRAM:
8
Core
Drivers
of
Happiness
and
Corresponding
Game
Mechanics

Big
Urgent
Market
Problem
(BUMP):
…………………………………………………………………………………………………………………..

Vision/Job
To
Get
Done/Mo)va)on:
……………………………………………………………………………..……………………………………………………………

ACCOMPLISHMENT:
Physical
Happiness

OWNERSHIP:
Physical
Happiness

SCARCITY:
Intellectual
Happiness

MEANING:
Spiritual
Happiness

8
Core
Drivers/“Hiring”
Reasons

(Based
on
Yu-‐Kai
Chou’s

Octalysis
Framework
of
8
Core
Drivers:

hMp://www.yukaichou.com/
gamiﬁca9on-‐examples/octalysis-‐
complete-‐gamiﬁca9on-‐framework/)

AVOIDANCE:
Emo7onal
Happiness

EMPOWERMENT:
Spiritual
Happiness

SOCIAL
INFLUENCE:
Emo7onal
Happin.

UNPREDICTABILITY:
Intellectual
Happin.

#4ROD.
Dr.
Rod
King.
&
&

OCTALYSIS
PETAL
DIAGRAM:
8
Core
Drivers
of
Happiness
and
Corresponding
Game
Mechanics

Big
Urgent
Market
Problem
(BUMP):
…………………………………………………………………………………………………………………..

Vision/Job
To
Get
Done/Mo)va)on:
……………………………………………………………………………..……………………………………………………………

ACCOMPLISHMENT:
Physical
Happiness

q Points

q Win
Prize;
High
5

q Badges

q Crowning

q Fixed
Ac9on
Rew.
q Level-‐up
Sympho.

q Leaderboard

q Aura
Effect

q Progress
Bar

q Tutorial

q Quest
Lists

q Boss
Fights

OWNERSHIP:
Physical
Happiness

q Virtual
Goods

q Earned
Lunch

q Build
from
Scratch

q Learning
Curve

q Collec9on
Set
q Protec9on

q Avatar

q Recruitment

q Monitoring

SCARCITY:
Intellectual
Game

q Appointment

q Pa9ent
Feedback

q Fixed
Intervals
q Countdown

q Dangling

q ThroMles

q Price
Pacing

q Moats

MEANING:
Spiritual
Game

q Narra9ve

q Beginner’s
Luck

q Eli9sm

q Free
Lunch

q Humanity
Hero
q Des9ny
Child

q Higher
Meaning
q Co-‐creator

8
Core
Drivers/“Hiring”
Reasons

(Based
on
Yu-‐Kai
Chou’s

Octalysis
Framework
of
8
Core
Drivers:

hMp://www.yukaichou.com/
gamifica9on-‐examples/octalysis-‐
complete-‐gamifica9on-‐framework/)

AVOIDANCE:
Emo7onal
Game

q Sunk-‐Cost
Tragedy

q Status
Quo
Sloth

q Progress
Loss

q Scarlet
LeMer

q FOMO

q Visual
Grave

q Evanescence

q Weep
Tune

Opportunity

EMPOWERMENT:
Spiritual
Game

q Milestone
Unlock
q Instant
Feedback

q Evergreen

q Boosters

q General’s
Carrot
q Blank
Fills

q Real-‐9me
Control
q Autonomy

q Chain
Combos
q Choice
Percep9on

SOCIAL
INFLUENCE:
Emo7onal
Game

q Friending

q Bragging

q Gioing

q Water
Cooler

q Seesaw
Bump
q Thank
You-‐Econ.

q Group
Quest

q Mentorship

q Tou9ng

q Social
Prod

UNPREDICTABILITY:
Intellectual
Game

q Growing
Choice
q Obvious
Wonder

q Mini-‐Quests

q Rolling
Rewards

q Visual
Stories

q Mischief

q Easter
Eggs

q Sudden
Rewards

q Random
Rewards
q Oracle
Effect

#4ROD.
Dr.
Rod
King.
&
&

HAPPINESS
TRADE-‐OFF
MAP

Big
Urgent
Market
Problem
(BUMP):
…………………………………………………………………………………………………………………………

Job
To
Get
Done
(Market/Goal/Mo9va9on):
………………………………………………….………………………………………………………….

Ideal
Final
Result
(IFR):
Insanely
Great
Experience
(Happiness)
or
Ideal
Minimum
Viable
Game
(MVG)

(+):
DELIGHT:

Learning
(Discovery)

High

(10)

BLUE
OCEAN

GAMIFICATION

STRATEGY/

GAMES

RED
OCEAN

GAMIFICATION

STRATEGY/

GAMES

Low

(1)

Low

(1)

(-‐):
PAIN:
Boredom

High

(10)

GAMIFIED
BUSINESS
MODEL

Holis1c
Tool
for
Applying
Evidence-‐based
Management
to
Gamiﬁca1on
Projects

What
is
a
Gamified
Business
Model?

A
Gamified
Business
Model

Illustrates

How
an
Organiza1on
Uses

Game
Mo1va1on
Mechanisms
(GMM)
to

Create,
Deliver,
and
Share
Happiness
(Value)

A
Gamified
Business
Model
consists
of
three
sub-‐models:

q  Provider’s
Happiness
Model:
Happiness
Crea7on

q  Player’s
Happiness
Model:
Happiness
Delivery

q  Performance
Happiness
Model:
Happiness
(Value)
Sharing

#4ROD.
Dr.
Rod
King.
&
&

3P-‐BUSINESS
MODEL
GAMEBOARD

Proﬁtably
Create,
Deliver,
and
Share
Happiness

Level

1 2 3 4 5

Vision/

Job-‐To-‐Get-‐Done

P:
PROVIDER’S

HAPPINESS

MODEL

delivers

requires

P:
PLAYER’S

HAPPINESS

MODEL

drives

requires

P:
PERFORMANCE

HAPPINESS

MODEL

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD

Profitably
Create,
Deliver,
and
Share
Happiness

1 2 3 4 5

Vision/


P:
PROVIDER’S

HAPPINESS

MODEL

delivers

requires

P:
PLAYER’S

HAPPINESS

MODEL

drives

requires

P:
PERFORMANCE

HAPPINESS

MODEL

Inputs/Partners

Gamified
Product/Service;

Value
Proposi1on

Cost
(Pain):

“STICK”

Internal
Resources

Gamified
Channels
&

Rela1onships

Revenue
(Delight):

“CARROT”

Gamified
Processes/
Ac1vi1es/Goals

Player/Gamer/Customer/

Gamified

q Player’s
Persona

q Player’s
Hierarchy
of
Jobs

PERFORMANCE

(PROFIT;
VALUE)

q E:
Engagement

q A:
Acquisi9on

q R:
Reten9on

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD

Profitably
Create,
Deliver,
and
Share
Happiness

1 2 3 4 5

Vision/


Inputs/Partners

require(s)

Internal
Resources

require(s)

requires

Gamified
Product/Service;

Value
Proposi1on

affect(s)

deliver(s)

Gamified
Processes/
Ac1vi1es

require(s)

delight(s)

Gamified
Channels
&

Rela1onships

require(s)

P:
PERFORMANCE

HAPPINESS

MODEL

delight(s)


Gamified

q Player’s
Persona

q Player’s
Hierarchy
of
Jobs

requires

Cost
(Pain):

“STICK”

Revenue
(Delight):

“CARROT”

drive(s)

requires

drives

P:
PLAYER’S

HAPPINESS

MODEL

(Problem-‐Solu9on
Fit;
Product-‐Market
Fit)

delivers

P:
PROVIDER’S

HAPPINESS

MODEL

delights

PERFORMANCE

(PROFIT;
VALUE)

q E:
Engagement

q A:
Acquisi9on

q R:
Reten9on

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD

Profitably
Create,
Deliver,
and
Share
Happiness

1 2 3 4 5

Vision/


require(s)

Gamified
Product/Service;

Value
Proposi1on

affect(s)

Internal
Resources

require(s)

requires

deliver(s)

Gamified
Processes/
Ac1vi1es

requires

gamified

E.A.R.
mechanisms

require(s)

delight(s)

Gamified
Channels
&

Rela1onships

gamified

E.A.R.
mechanisms

require(s)

delight(s)


Gamified

q Player’s
Persona

q Player’s
Hierarchy
of
Jobs

Cost
(Pain):

“STICK”

Revenue
(Delight):

“CARROT”

drive(s)

Inputs/Partners

P:
PERFORMANCE

HAPPINESS

MODEL

gamified

E.A.R.
mechanism(s)

requires

drives

P:
PLAYER’S

HAPPINESS

MODEL

(Problem-‐Solu9on
Fit;
Product-‐Market
Fit)

delivers

P:
PROVIDER’S

HAPPINESS

MODEL

delights

PERFORMANCE

(PROFIT;
VALUE)

q E:
Engagement

q A:
Acquisi9on

q R:
Reten9on

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD:
Showing
the
Environment

Proﬁtably
Create,
Deliver,
and
Share
Happiness

Happiness
Crea)on:

PROVIDER

P:
PROVIDER’S

HAPPINESS

MODEL

Happiness
Delivery:

PLAYER

P:
PLAYER’S

HAPPINESS

MODEL

ENVIRONMENT

1 2 3 4 5

Happiness
Sharing
(Proﬁt):

PERFORMANCE

P:
PERFORMANCE

HAPPINESS

MODEL

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD:
Showing
the
Global
Environment

Profitably
Create,
Deliver,
and
Share
Happiness

1 2 3 4 5

Happiness
Crea)on:

PROVIDER

P:
PROVIDER’S

HAPPINESS

MODEL

Happiness
Delivery:

PLAYER

P:
PLAYER’S

HAPPINESS

MODEL

Happiness
Sharing
(Profit):

PERFORMANCE

P:
PERFORMANCE

HAPPINESS

MODEL

Macro-‐Economic
Influencers
(MEI):
Global
Economy

Market
Ecosystem
(ME):
Demand

Industry
Ecosystem
(IE):
Supply

Key
Trends
&
Complementors
(KTC):
PESTLIED
(-‐/+)

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD:
Showing
the
Local
(Industry)
Environment

Proﬁtably
Create,
Deliver,
and
Share
Happiness

1 2 3 4 5

Happiness
Crea)on:

PROVIDER

P:
PROVIDER’S

HAPPINESS

MODEL

Happiness
Delivery:

PLAYER

P:
PLAYER’S

HAPPINESS

MODEL

Happiness
Sharing
(Proﬁt):

PERFORMANCE

P:
PERFORMANCE

HAPPINESS

MODEL

Threat
of
Subs1tute
Products
or
Services

Bargaining
Power
of
Customers

Bargaining
Power
of
Suppliers

Threat
of
New
Entrants

#4ROD.
Dr.
Rod
King.
&
&

LinkedIn’s

Business
Model
Gamiﬁca1on

Evidence-‐based
Management
for
Beger
Engaging,
Acquiring,
and
Retaining
Customers

Systema1cally
Design

For

Business
Model
Happiness

5
Gamifica1on
Design
Ques1ons
for
LinkedIN

Profitably
Create,
Deliver,
and
Share
Happiness

1. 

WHY
Gamify?

2. 

WHO
to
Gamify
for?

To
entertainingly
and
effec1vely
engage,

acquire,
and
retain
more
customers

Customers/Players:
[People]
who
want
…
but
…

q  Professionals

q  Recruiters

q  Marketers

q  Adver9sers

3. 

WHAT
to
Gamify?

Tradi1onal
Product/Service:
linkedin.com

4. 

TO
WHAT
to
Gamify?

Gamified
Product/Service:
linkedin.com

5. 

HOW
to
Gamify?

Gamify
=
“Entertainingly
and
profitably
mo1vate,
learn,
solve
problem,
or
get
a
job
done”

q  Gamifica7on
Pentagon

q  Red
Ocean
Disrup7on
(ROD)
Game

q  Customer
Gamifica)on
Pyramid

q  3P-‐Business
Model
Gameboard

q  6
Jobs
of
Highly
Innova7ve
Teams

q  Game
Mechanics,
Dynamics,
and

Aesthe)cs:
Physical;
Mental;

Social;
Reputa)on

#4ROD.
Dr.
Rod
King.
&
&

Gamifica1on
Pentagon
for
LinkedIN

Profitably
Create,
Deliver,
and
Share
Happiness

WHY?

HOW?

q 
q 
q 
q 

Gamifica7on
Pentagon

Customer
Gam.
Pyramid

3P-‐Bus.
Model
Gameboard

DB-‐MAIL
Cycle

To
entertainingly
and

effec1vely
engage,
acquire,

and
retain
more
customers

Customers/Players:

Gamified

Product/Service:

linkedin.com

TO

WHAT?

WHO?

[People]
who
want
…
but
…

Professionals/Recruiters/
Marketer/Adver9sers

Tradi1onal

Product/Service:

linkedin.com

Conven)on

(Present:
Red
Ocean/Job)

WHAT?

#4ROD.
Dr.
Rod
King.
&
&

Game
Mechanisms
(Features)

Customer
Gamifica1on
Pyramid
for

To
entertainingly
and
effec1vely
engage,

acquire,
and
retain
more
customers

Achiever

&
Meaning

q Empowerment

Compe77on

E:
EMOTIONAL
Happiness

Socializer

q Social
Influence

q Trouble
Avoidance

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

I:
INTELLECTUAL
Happiness

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Survivor

Survival

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

Collabora7on

q Ownership


ment

Customer/BUMP/Job
To
Get
Done:
Professionals/Recruiters/Marketers/Adver)sers

#4ROD.
Dr.
Rod
King.
&
&

Game
Mechanisms
(Features)

Customer
Gamifica1on
Pyramid
for

To
entertainingly
and
effec1vely
engage,

acquire,
and
retain
more
customers

Achiever

&
Meaning

q Empowerment

Compe77on

E:
EMOTIONAL
Happiness

Socializer

q Social
Influence

q Trouble
Avoidance

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

I:
INTELLECTUAL
Happiness

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Freemium

Leaderboard

Progress
Bar

Survivor

Survival

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

Collabora7on

q Ownership


ment

Customer/Job
To
Get
Done/BUMP:

#4ROD.
Dr.
Rod
King.
&
&

Game
Mechanisms
(Features)

Customer
Gamifica1on
Pyramid
for

To
entertainingly
and
effec1vely
engage,

acquire,
and
retain
more
customers

Achiever

&
Meaning

q Empowerment

Compe77on

E:
EMOTIONAL
Happiness

Socializer

q Social
Influence

q Trouble
Avoidance

Intrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

I:
INTELLECTUAL
Happiness

Real-‐9me
Feedback/

Updates/No9fica9ons

Countdown

Poll

Vote

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Freemium

Leaderboard

Progress
Bar

Survivor

Survival

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

Collabora7on

q Ownership


ment

Customer/Job
To
Get
Done/BUMP:

#4ROD.
Dr.
Rod
King.
&
&

Game
Mechanisms
(Features)

Customer
Gamifica1on
Pyramid
for

To
entertainingly
and
effec1vely
engage,

acquire,
and
retain
more
customers

Compe77on

Profile

Views

E:
EMOTIONAL
Happiness

No.
of

Connec9ons

Networking/Linking

Endorse

Like

Share

Comment

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

Real-‐9me
Feedback/


Countdown

Poll

Vote

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Freemium

Leaderboard

Progress
Bar

Intrinsic
Mo9va9on

Achiever

&
Meaning

q Empowerment

Survivor

Survival

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

q Ownership


ment

Customer/Job
To
Get
Done/BUMP:

#4ROD.
Dr.
Rod
King.
&
&

Game
Mechanisms
(Features)

Customer
Gamifica1on
Pyramid
for

To
entertainingly
and
effec1vely
engage,

acquire,
and
retain
more
customers

Personalize

Influencers

Flag

Profile

Views

Achiever

Compe77on

E:
EMOTIONAL
Happiness

No.
of

Connec9ons

Networking/Linking

Endorse

Like

Share

Comment

Socializer

q Social
Influence

q Trouble
Avoidance

Collabora7on

I:
INTELLECTUAL
Happiness

Real-‐9me
Feedback/


Countdown

Poll

Vote

Discoverer

Explora7on

P:
PHYSICAL
Happiness

Freemium

Leaderboard

Progress
Bar

Intrinsic
Mo9va9on

Status/Reputa9on

&
Meaning

q Empowerment

Survivor

Survival

q Scarcity

q Surprise
&

Suspense

Extrinsic
Mo9va9on

S:
SPIRITUAL
Happiness

8
Mo1va1onal
Factors

q Ownership


ment

Customer/Job
To
Get
Done/BUMP:

#4ROD.
Dr.
Rod
King.
&
&

HAPPINESS
TRADE-‐OFF
MAP
FOR

Big
Urgent
Market
Problem
(BUMP):
Professionals
around
the
world
are
not
connected
and
are
working
ineﬃciently

Job
To
Get
Done
(Market/Goal/Mo9va9on):
Connect
the
world’s
professionals
to
make
them
more
produc7ve
and
successful

Ideal
Final
Result
(IFR):
Insanely
Great
Experience
(Happiness)
or
Ideal
Minimum
Viable
Game
(MVG)

(+):
DELIGHT:

Learning
(Discovery)

High

(10)

BLUE
OCEAN

GAMIFICATION

STRATEGY/

GAMES

RED
OCEAN

GAMIFICATION

STRATEGY/

GAMES

Low

(1)

Low

(1)

(-‐):
PAIN:
Boredom

High

(10)

3P-‐BUSINESS
MODEL
GAMEBOARD

Level

BUMP:
Professionals
around
the
world
a
re
not
connected
and
are
working
ineﬃciently

1 2 3 4 5

Vision/


P:
PROVIDER’S

HAPPINESS

MODEL

delivers

requires

P:
PLAYER’S

HAPPINESS

MODEL

drives

requires

P:
PERFORMANCE

HAPPINESS

MODEL

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD

BUMP:
Professionals
around
the
world
a
re
not
connected
and
are
working
inefficiently

1 2 3 4 5

Vision/


P:
PROVIDER’S

HAPPINESS

MODEL

delivers

requires

Inputs/Partners

q Content
Providers

q Slideshare

q Pulse

q Equix

Internal
Resources

q Staff

q Brand;
IP

q IT
Plaporm/Infrastructure

Gamified
Processes/Ac1v.

q  Recruitment
&
Training
Gam.

q  Product/Service
Gamifica9on

q  Marke9ng/Sales/Branding
Gam

q  Business
Model
Gamifica9on

P:
PLAYER’S

HAPPINESS

MODEL

drives

requires

Gamified
Product/Service;

Value
Proposi1on

q Connect
the
world’s
pro-‐
fessionals
to
make
them
more

produc7ve
and
successful

Gamified
Channels
&

Rela1onships

P:
PERFORMANCE

HAPPINESS

MODEL

Cost
(Pain)

q Product
Development

q IT
Plaporm

q Marke9ng
&
Sales

q Admin

Revenue
(Delight)

q Linkedin.com

q Field
Sales
Force

q Paid
Membership

q Ads:
Job/Visual/Text

q Recruitment
Services


Gamified

PERFORMANCE

(PROFIT;
VALUE)

q Professional/Recruiter/

Marketers/Adver9sers

q Player’s
Hierarchy
of
Jobs

q E:
Engagement

q A:
Acquisi9on

q R:
Reten9on
(Loyalty)

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD

BUMP:
Professionals
around
the
world
a
re
not
connected
and
are
working
inefficiently

1 2 3 4 5

Vision/


Inputs/Partners

q Content
Providers

q Slideshare

q Pulse

q Equix

require(s)

affect(s)

Internal
Resources

q Staff

q Brand;
IP

q IT

require(s)

deliver(s)

Gamified
Processes/Ac1v.

q  Recruitment
&
Training
Gam.

Gamifica9on

Gam

q  Business
Model
Gamifica9on

requires

Gamified
Product/Service;

Value
Proposi1on

q Connect
the
world’s
pro-‐
fessionals
to
make
them
more

produc7ve
and
successful

require(s)

delight(s)

Gamified
Channels
&

Rela1onships

q Linkedin.com

q Field
Sales
Force

require(s)

P:
PERFORMANCE

HAPPINESS

MODEL

delight(s)


Gamified



q Player’s
Hierarchy
of
Jobs

Cost
(Pain)

requires

q Product
Development

q IT
Plaporm

q Marke9ng
&
Sales

q Admin

Revenue
(Delight)

q Paid
Membership

q Ads:
Job/Visual/Text

q Recruitment
Services

drive(s)

requires

drives

P:
PLAYER’S

HAPPINESS

MODEL

(Problem-‐Solu9on
Fit;
Product-‐Market
Fit)

delivers

P:
PROVIDER’S

HAPPINESS

MODEL

delights

PERFORMANCE

(PROFIT;
VALUE)

q E:
Engagement

q A:
Acquisi9on

q R:
Reten9on
(Loyalty)

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD

BUMP:
Professionals
around
the
world
a
re
not
connected
and
are
working
inefficiently

1 2 3 4 5

Vision/


q Content
Providers

q Slideshare

q Pulse

q Equix

require(s)

affect(s)

Internal
Resources

q Staff

q Brand;
IP

q IT

require(s)

deliver(s)

Gamified
Processes/Ac1v.

q  Recruitment
&
Training
Gam.

Gamifica9on

Gam

q  Business
Model
Gamifica9on

requires

Gamified
Product/Service;

Value
Proposi1on

q Connect
the
world’s
pro-‐
fessionals
to
make
them
more

produc7ve
and
successful

Cost
(Pain)

requires

gamified

E.A.R.
mechanisms

require(s)

delight(s)

Gamified
Channels
&

Rela1onships

q Linkedin.com

q Field
Sales
Force

gamified

E.A.R.
mechanisms

require(s)

delight(s)


Gamified



q Player’s
Hierarchy
of
Jobs

q Product
Development

q IT
Plaporm

q Marke9ng
&
Sales

q Admin

Revenue
(Delight)

q Paid
Membership

q Ads:
Job/Visual/Text

q Recruitment
Services

drive(s)

Inputs/Partners

P:
PERFORMANCE

HAPPINESS

MODEL

gamified

E.A.R.
mechanism(s)

requires

drives

P:
PLAYER’S

HAPPINESS

MODEL

(Problem-‐Solu9on
Fit;
Product-‐Market
Fit)

delivers

P:
PROVIDER’S

HAPPINESS

MODEL

delights

PERFORMANCE

(PROFIT;
VALUE)

q E:
Engagement

q A:
Acquisi9on

q R:
Reten9on
(Loyalty)

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD:
Showing
the
Environment

BUMP:
Professionals
around
the
world
a
re
not
connected
and
are
working
ineﬃciently

Happiness
Crea)on:

PROVIDER

P:
PROVIDER’S

HAPPINESS

MODEL

Happiness
Delivery:

PLAYER

P:
PLAYER’S

HAPPINESS

MODEL

ENVIRONMENT

1 2 3 4 5

Happiness
Sharing
(Proﬁt):

PERFORMANCE

P:
PERFORMANCE

HAPPINESS

MODEL

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD:
Showing
the
Global
Environment

BUMP:
Professionals
around
the
world
a
re
not
connected
and
are
working
inefficiently

1 2 3 4 5

Happiness
Crea)on:

PROVIDER

P:
PROVIDER’S

HAPPINESS

MODEL

Happiness
Delivery:

PLAYER

P:
PLAYER’S

HAPPINESS

MODEL

Happiness
Sharing
(Profit):

PERFORMANCE

P:
PERFORMANCE

HAPPINESS

MODEL

Macro-‐Economic
Influencers
(MEI):
Global
Economy

Market
Ecosystem
(ME):
Demand

Industry
Ecosystem
(IE):
Supply

Key
Trends
&
Complementors
(KTC):
PESTLIED
(-‐/+)

#4ROD.
Dr.
Rod
King.
&
&

Level

3P-‐BUSINESS
MODEL
GAMEBOARD:
Showing
the
Industry
Environment

BUMP:
Professionals
around
the
world
a
re
not
connected
and
are
working
ineﬃciently

1 2 3 4 5

Happiness
Crea)on:

PROVIDER

P:
PROVIDER’S

HAPPINESS

MODEL

Happiness
Delivery:

PLAYER

P:
PLAYER’S

HAPPINESS

MODEL

Happiness
Sharing
(Proﬁt):

PERFORMANCE

P:
PERFORMANCE

HAPPINESS

MODEL

Threat
of
Subs1tute
Products
or
Services

Bargaining
Power
of
Customers

Bargaining
Power
of
Suppliers

Threat
of
New
Entrants

#4ROD.
Dr.
Rod
King.
&
&

Welcome
to

The
Happiness
Experience
Economy

(HEE)

What
is
Gamifica1on?

Gamifica1on

Involves

Con7nuously
Using

Game
Mo1va1on
Mechanisms
(GMM)
to

Entertainingly
and
Profitably
Discover
as
well
as
Solve

Big
Urgent
Market
Problems
(BUMPs)

As
Well
As

Help
a
Player/Customer
to
Get
a
Cri9cal
Job
Done

#4ROD.
Dr.
Rod
King.
&
&

What
is
Business
Model
Gamifica1on?

Business
Model
Gamifica1on

Involves

A
Con1nuous
Experiment

That
Uses

Game
Mo1va1on
Mechanisms
(GMM)
to

Entertainingly
and
Profitably
Create,
Deliver,
and
Share
Happiness

(Value)

#4ROD.
Dr.
Rod
King.
&
&

Gamiﬁed
Problem
Solver:
8
BUILDING
BLOCKS
OF
A
GAME
OR
GAMIFIED
PROJECT

Big
Urgent
Market
Problem
(BUMP):
…………………………………………………………………………………………………………………..

Vision/Job
To
Get
Done/Mo)va)on:
……………………………………………………………………………..……………………………………………………………

CHALLENGE:
QUEST/CONTEST

PLAYERS:
CAST/ACTORS/TEAM

SCOPE:
LEVEL/MISSION/GOAL

RESOURCES:
GEAR/PROPS/TOOLS

RULES:
MOVES/WIN/LOSS

ADDED
VALUE:
PRIZE/REWARD

DURATION

TRIGGERS/MECHANICS/GMM

#4ROD.
Dr.
Rod
King.
&
&

Gamified
Problem
Solver:
8
BUILDING
BLOCKS
OF
A
GAME
OR
GAMIFIED
PROJECT

Big
Urgent
Market
Problem
(BUMP):
…………………………………………………………………………………………………………………..

Vision/Job
To
Get
Done/Mo)va)on:
……………………………………………………………………………..……………………………………………………………

CHALLENGE:
QUEST/CONTEST

PLAYERS:
CAST/ACTORS/TEAM

SCOPE:
LEVEL/MISSION/GOAL

RULES:
MOVES/WIN/LOSS

PLAYER’S
JOURNEY
(PHASES)

q  Discovery
(for
Prospec7ve
Players)

q  Onboarding
(for
Beginners/Novices)

q  Scaffolding
(for
Regulars)

q  Endgame
(for
Experts)

ADDED
VALUE:
PRIZE/REWARD

DURATION

RESOURCES:
GEAR/PROPS/TOOLS

TRIGGERS/MECHANICS/GMM

q 
q 
q 
q 
q 
q 

Real-‐9me
No9fica9ons;
Updates

Progress
Bar;
Timer
(Countdown)

Points;
Bonuses;
Ribbons;
Penal9es

Badges;
Creden9als;
Trophies;
Status

Leaderboards;
Rankings;
Levels

Gios;
Goods;
Praise;
Endorsements

#4ROD.
Dr.
Rod
King.
&
&

Gamiﬁed
Products,
Services,
and
Business
Models

Should
Be
C.A.R.E.F.U.L.

C

Compelling

A
Addic9ve

R

Rewarding

E

Exci9ng

F

Func9onal

U
Unique

L

Lighthearted

#4ROD.
Dr.
Rod
King.
&
&

C.A.R.E.F.U.L.
Game
Scorecard

Proﬁtably
Create,
Deliver,
and
Share
Happiness

Ideal
Gamiﬁed
Object

(Product/Service/
Business
Model)

C:
Compelling

10

L:

Lighthearted

8

6

A:
Addic9ve

4

2

0

U:
Unique

F:
Func9onal

R:
Rewarding

E:
Exci9ng

#4ROD.
Dr.
Rod
King.
&
&

The
Evolu9on
of
Business
Model
Gamiﬁca1on

3

2

Where
must
we
go?

1

Where
currently
are
we?

Business
Model

DOCUMENTATION

Serious

Business
Model

INNOVATION

How
should
we
get
there?

Gamiﬁed

Business
Model

INNOVATION

#4ROD.
Dr.
Rod
King.
&
&

The
Ul1mate
Purpose
of

Business
Model
Gamiﬁca1on

Is
to

Proﬁtably
Create,
Deliver,
and
Share

Happiness

Every
Job,
Process,
and
Product

Will
Eventually
Be
Gamiﬁed

Our
Des1ny

Is
To
Be

Inﬁnitely
Happy

ROD's 5 Gamification Design Questions: A Simpler, Faster, and Funner Toolkit for Designing Gamified Business Models

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ROD's 5 Gamification Design Questions: A Simpler, Faster, and Funner Toolkit for Designing Gamified Business Models