Gamification talk I gave at LOGIN April 2011. Could also be titled: Doing Gamification the Right Way. A couple months later, Gartner made it official and put gamifiaction on their hype cycle curve. They were a little more generous than I was.

1. Gamification Will Eat Itself Scott DodsonCOO, Product Owner Bobber Interactive

2. Me Me

3. Me Chronic Entrepreneur

4. Used a Game LayerLayer of Abstraction Playful Perception Mind numbing jobs Dating Holding a conversation Sales – Cold Calling Raising Angel/VCMoney Game layers worked!

5. Gamification * Examples of reallygood gamification *Not to scale

6. What went wrong? Gamification seen as Manipulation Extrinsic & Skinnerian/Behavioralist Spawn of Marketing Cookie Cutter Broken & “Gameable”

7. OMFG

8. /Sigh… We are here

12. Deep Breath

13. How we get on the right road…

14. Gamification is actually working Big Door & Bunchball report ~80 mm users Page views 2x Time on site 2x Unique monthlies +30% But still…

15. To get to the Plateau of Productivity… Gamification is not about: Extrinsic rewards Manipulation Outer “shell” of game: Points, Levels, Badges It’s about creating Sustained Engagement

16. Apparent Challenge Great games are hard enough: Only 4% of games that go into production are profitable Add a “real world” activity and you multiply the difficulty of success

17. Design for sustained engagement

18. “Playing a game is the voluntary attempt to overcome unnecessary obstacles” – Bernard Suits Rules A Goal Voluntary Participation A Feedback System

19. Designing for Sustained Engagement I. Establish a different user “contract” A game is voluntary framework for the user experience Obstacles desirable!

20. Eustress / Satisfying Work

21. Designing for Sustained Engagement II. Design for flow; segment the experience MihalyiCsikszentmihalyi Amy Jo Kim

22. “Domain Resonant” Implementation 1 2 + 66% more people than normal chose the stairs over the escalator. 3 =

23. Designing for Sustained Engagement III. Embrace the Domain; know the Audience Corollary: Build the right team

24. Two Types of Motivation Extrinsic Motivation – Behavior that is motivated by contingencies (rewards, punishments) that are separate from the enjoyment of the activity itself Intrinsic Motivation – The activity itself is its own reward because it is inherently satisfying. In particular, humans have specific intrinsic needs that motivate.

25. Framework/Context Critical

26. Designing for Sustained Engagement IV. Motivational Psychology Critical Intrinsic needs satisfaction

28. Exercising volition

29. Choosing

30. Many opportunities for action

31. Feeling “good at”

32. Expanding capability

33. Learning

34. Mastery

35. You matter to others ,they matter to you

36. Meaningful connections

37. Competitive, cooperative,

39. Underlying psychological causality vs. solely outcome metrics (e.g., “clicks” or “fun”)PENS predicts sustained engagement... “Fun” does not. Competence, Autonomy, Relatedness Predictive power with p values <.01

40. PENS design: Competence Scaled challenges (flow) Clear & juicy feedback Level=expanded capabilities

41. PENS design: Autonomy Mechanics of Choice and Opportunity Open Environment - Playground Progression choices (class, tree-structure) Sense of purpose/volition

42. PENS design: Relatedness You matter to them, they matter to you Competitive cooperative Reciprocity awesome; synchronicity, meh Player to Player; P2NPCs; P2Dev; P2Brand “…Brave, brave Sir Robin…” Hey! It’s the Hero of Kvatch! I can’t believe it! Wow!”

43. Summary I. Establish a user contract of “game” II. Design for flow; segment the experience III. Game designer must embrace the domain IV. Focus on satisfying Intrinsic needs

44. Thank You! /scottcdodson First Name at bobberinteractive.com @Gamebiz

46. Gamification Swoopo Zappos Foursquare: Bad --> Better!

47.  Gamification = engagement through intrinsic needs satisfaction ARGS Geocaching Nike+ DevHub Priceline GreatWolfLodge / MagicQuest Slot Machines Playboy- Miss Social Starbucks

48. Credits Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan) Jane McGonigal-Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D. Berkeley Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg University Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at the University of Chicago Amy Jo Kim- designer of social gaming systems, PHD University of Washington Wanda Meloni, M2 Research: http://slidesha.re/gg49nb Dr. Byron Reeves of the Department of Communication at Stanford & J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement David EderyPrincipal, Fuzbi co-author with Ethan Mollickof Changing the Game: How Video Games Are Transforming the Future of Business Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/ James Currier of Ooga Labs who also credits Clay Shirkyand Bret Terrill David HelgasonCEO of Unity Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences for clients such as WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast Keith Smith, CEO Big Door. My sincere apologies to anyone on this list or otherwise who feels they were not properly credited. Kindly point out my error and I will edit accordingly.

49. More Domain Specificity