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Gamification: WTF?!?
               Prof. Kevin Werbach
              werbach@wharton.upenn.edu




  Gamification: Practical Advice from Game Developers
       The Wharton School, Univ. of Pennsylvania
                     October 3, 2011
Games are Big

•  97% of kids 12-17 play videogames (Pew 2008)

•  Games industry: $66 billion worldwide (DFC 2011),
   or double Hollywood box office revenues
   –  Online sales to surpass retail in 2013

•  Social games: $1.25 billion (Inside Network 2011)
•  Virtual goods: $7.3 billion globally (In-Stat 2010),
   over $2 billion U.S. (Inside Network 2011)
Gamification is Big… or is it?
                    “Gartner Group projects [gamification] will account for
                    50% of all innovation in the world’s biggest enterprises
                    by 2015….” http://gamification.co/2011/09/20/a-teachable-moment/


“By 2015, more than 50 percent of organizations
that manage innovation processes will gamify
those processes.” http://www.gartner.com/it/page.jsp?id=1629214


                    “Gamification is marketing bullshit, invented by
                    consultants as a means to capture the wild, coveted
                    beast that is videogames and to domesticate it for use
                    in the grey, hopeless wasteland of big business….”
                    http://www.bogost.com/blog/gamification_is_bullshit.shtml
Welcome to the grey,
hopeless wasteland!
Gamification is Not:

•  Actual games
   –  Although the line is blurry!

•  (Just) points, badges,
   and leaderboards

•  Anything that uses a
   game mechanic

•  Limited to marketing,
   or to business
Gamification is…

The use of game elements
and game design techniques
in non-game contexts.
Gamification: WTF?!?
Gamification: WTF?!?
Gamification: WTF?!?
Gamification: WTF?!?
Time to
  Get
Serious
Fill in the Blank:

•  Gamification is a form of _________________
Fill in the Blank:

•  Gamification is a form of _________________

       Loyalty program
Fill in the Blank:

•  Gamification is a form of _________________

       Loyalty program


     Game development
Fill in the Blank:

•  Gamification is a form of _________________

       Loyalty program


     Game development


     Motivational design
•  In which case, we should listen more to the:

       Loyalty program        Marketing practice


     Game development          Game designers


     Motivational design        Psychologists
Gamification: WTF?!?
And Now, the Main Event!

•  Moderator: Chris Grant (Joystiq)
•  Jesper Juhl (NYU)
•  Eric Goldberg (Crossover Technologies)
•  Margaret Wallace (Playmatics)
•  Ethan Mollick (Wharton MGMT)
•  Frank Lee (Drexel)

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Gamification: WTF?!?

  • 1. Gamification: WTF?!? Prof. Kevin Werbach werbach@wharton.upenn.edu Gamification: Practical Advice from Game Developers The Wharton School, Univ. of Pennsylvania October 3, 2011
  • 2. Games are Big •  97% of kids 12-17 play videogames (Pew 2008) •  Games industry: $66 billion worldwide (DFC 2011), or double Hollywood box office revenues –  Online sales to surpass retail in 2013 •  Social games: $1.25 billion (Inside Network 2011) •  Virtual goods: $7.3 billion globally (In-Stat 2010), over $2 billion U.S. (Inside Network 2011)
  • 3. Gamification is Big… or is it? “Gartner Group projects [gamification] will account for 50% of all innovation in the world’s biggest enterprises by 2015….” http://gamification.co/2011/09/20/a-teachable-moment/ “By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes.” http://www.gartner.com/it/page.jsp?id=1629214 “Gamification is marketing bullshit, invented by consultants as a means to capture the wild, coveted beast that is videogames and to domesticate it for use in the grey, hopeless wasteland of big business….” http://www.bogost.com/blog/gamification_is_bullshit.shtml
  • 4. Welcome to the grey, hopeless wasteland!
  • 5. Gamification is Not: •  Actual games –  Although the line is blurry! •  (Just) points, badges, and leaderboards •  Anything that uses a game mechanic •  Limited to marketing, or to business
  • 6. Gamification is… The use of game elements and game design techniques in non-game contexts.
  • 11. Time to Get Serious
  • 12. Fill in the Blank: •  Gamification is a form of _________________
  • 13. Fill in the Blank: •  Gamification is a form of _________________ Loyalty program
  • 14. Fill in the Blank: •  Gamification is a form of _________________ Loyalty program Game development
  • 15. Fill in the Blank: •  Gamification is a form of _________________ Loyalty program Game development Motivational design
  • 16. •  In which case, we should listen more to the: Loyalty program Marketing practice Game development Game designers Motivational design Psychologists
  • 18. And Now, the Main Event! •  Moderator: Chris Grant (Joystiq) •  Jesper Juhl (NYU) •  Eric Goldberg (Crossover Technologies) •  Margaret Wallace (Playmatics) •  Ethan Mollick (Wharton MGMT) •  Frank Lee (Drexel)