As presented to graduate students at NYU this semester, enjoy!

1. Play
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

2. Play is the free space of movement
within a more rigid structure.
Katie Salen and Eric Zimmerman
via Aaron Dignan’s Game Frame

3. ...a stepping out of real life into a temporary sphere
of activity with a disposition all its own.
Johan Huizinga
via Aaron Dignan’s Game Frame

4. Facebook – Palo Alto, CA

5. understanding human motivation is
essential to design behavioral games

6. Social Value Orientation (social psychology):
1. Altruistic: Desire to maximize the welfare of others
2. Cooperative: Desire to maximize joint outcomes
3. Individualistic: Desire to maximize own welfare
4. Competitive: Desire to maximize own welfare relative to others
5. Aggressive: Desire to maximize the welfare of the other
P2P Foundation

9. If a reward --money, awards, praise, or winning a contest-- comes
to be seen as the reason one is engaging in an activity, that
activity will be viewed as less enjoyable in its own right.
Alfred Kohn
via Aaron Dignan’s Game Frame

10. Extrinsic versus Intrinsic motivation
(someone wants you to do it) (you want to do it)
positivesharing.com

11. What Enhances Intrinsic Motivation:
1. Challenge: Being able to challenge yourself and accomplish new tasks
2. Control: Having choice over what to do
3. Cooperation: Being able to work with and help others
4. Recognition: Getting meaningful, positive recognition for your work
P2P Foundation

13. Play
Games
photo by Solo

14. Applied Games
designed to help us engage and achieve in our real lives
Aaron Dignan

17. via The Lounge Group

18. Apply game design
thinking when:
1. The activity can be learned
2. The player can be measured
3. The play can be rewarded real time
Daniel Cook
(Spry Fox co-founder)
via Aaron Dignan’s Game Frame

19. Good behavioral games, then, should reveal
something fundamental about the underlying activities
they re built around. Achieving this requires examining
the structure of our own activities and experiences in
more depth than ever before. This process of
observation and inquiry is the precursor to design.
Indeed, to reshape the world around us--our
workplace, our schools, our homes--we must become
behavioral game designers.
Aaron Dignan

22. The Building Blocks of
Behavioral Games

23. 1. Targets: Benchmark, Bulls-eye, Quota
2. Competition: Rivalry, Opponent, Adversary
3. Chance: Randomness, Fortune, Luck
4. Time Pressure: Urgency, Countdown, Timer
5. Scarcity: Limited, Collectible, Rare
6. Puzzles: Mysteries, Patterns, Hints
7. Novelty: Surprises, Changes, Curiosity
8. Levels: Stages, Areas, Domains
9. Social Pressure: Peer Pressure, Obligation, Conformity
10. Teamwork: Collaboration, Cooperation, Co-Creation
11. Currency: Economy, Marketplace, Exchange
12. Renewal: Regeneration, Iteration, Boost
13. Forced Decisions: Choice, Preference, Judgement
14. Data: Information, Results, Indicators
15. Progress: Steps, Meters, Percentages
16. Points: Scores, Ratings, Grades
17. Recognition: Achievements, Badges, Awards
18. Sensation: Stimulation, Motion, Touch
19. Status: Rank, Class, Reputation
Aaron Dignan

24. 1. Targets: Benchmark, Bulls-eye, Quota
2. Competition: Rivalry, Opponent, Adversary
3. Time Pressure: Urgency, Countdown, Timer
4. Puzzles: Mysteries, Patterns, Hints
5. Novelty: Surprises, Changes, Curiosity
These are 12
6. Levels: Stages, Areas, Domains
I encounter
7. Social Pressure: Peer Pressure, Obligation, Conformity
8. Teamwork: Collaboration, Cooperation, Co-Creation
frequently
9. Currency: Economy, Marketplace, Exchange at work
10. Data: Information, Results, Indicators
11. Recognition: Achievements, Badges, Awards
12. Status: Rank, Class, Reputation
Aaron Dignan

25. 3 all-time favorites

27. Competition, Levels, Data, Recognition

29. Puzzles, Social Pressure, Competition, Levels, Data, Status

31. Time Pressure, Data, Targets, Novelty, Recognition

32. thank you
@akaJuanSmith