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De mogelijkheden en
onmogelijkheden van gamification
Jeroen van Bree
Hoevelaken, 14 juni 2012
1972
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
400 billion
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
gamification
one stop
simulation
game
evidence-
based game
serious
sandbox
game
gamification
source: Stichting Toekomstbeeld der Techniek, 2011
temporary permanent
serious gaming
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
user engagement
business process improvement
By 2015, 25% of all redesigned
processes will include one or
more of the engagement practices
known as “gamification”.
-- Gartner, November 2011
Source: M2 Research
Note the shift in the market focus from 2010 to 2011. In 2010,
the largest market was entertainment, representing 40%, while
in 2011 enterprise represented the largest market at 25%.
Source: M2 Research
Industry Overview
The adoption of applying game mechanics in more non
traditional industries has grown exponentially in the past 18
months. This is due in part to the growth of social and mobile
games, as well as the increasing consumer adoption of social
media.
Market Size and Projections
(in millions) 2011 2012 2013 2014 2015 2016
Total $100 $242 $522 $980 $1,707 $2,830
Source: M2 Research
M2 Research estimates that the market spend on gamification
solutions, applying game mechanics and behavioral analytics in
non traditional applications will reach $242 million by the end
of 2012, which is more than double from 2011. Revenue
estimates are comprised of a number of components that
includes: 1) platform vendor revenue, 2) agency and production
revenue and 3) internal development.
1. motivation
2. design
© 2002 Phillip Toledano
© 2011 Eric Zimmerman
The "just add points" approach
is way too simplistic if seen in
the context of the wealth of
thought in game design.
- Sebastian Deterding
points
leaderboard
rewards
Keynote Trends in BPM 14 June 2012
extrinsic motivation
points
leaderboard
rewards
introjected regulation
(ego enhancement)
external regulation
source: Ryan & Deci
intrinsic motivation
mastery
autonomy
purpose
Keynote Trends in BPM 14 June 2012
meaningful play
goals
strategy
choice
feedback
clear
Keynote Trends in BPM 14 June 2012
goals
strategy
choice
feedback
clear
meaningful
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Action
Cap
ACTIVITIES PRIMARILY
SOLVED THROUGH
REASONING
Puzzle Solving
TEMPORARY
ABILITY
Activities only available for limited periods of game
time, such as power-ups.
ABILITY
LOSS
The event of losing the
abilities of performing
certain actions in a game.
Such Ability Losses may
be penalties for failing
goals, the effect of enemy
actions, the lack of
resources, etc.
Limits on the number of actions allowed
to be used. May be offset by energy units
and/or help from other players.
Capture
TO SABOTAGE OTHER
PLAYERS…
Anonymous
Actions
PRIVILEGED
ABILITIES
Abilities that let players perform actions not readily
available to others, creating complementarity
between players.
COLLABORATIVE
ACTIONS
Compound actions that
require several players to
perform specific individual
actions for them to occur.
“Standing on each other’s
shoulders” to progress and
unlock new parts of the
game.
The elimination or
change of ownership of
a game element, such
as “the flag”.
source: Björk & Holopainen
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
goals
strategy
choice
feedback
clear
meaningful
direct
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
goals
strategy
choice
feedback
clear
meaningful
recoverable
loss
direct
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
Keynote Trends in BPM 14 June 2012
goals
strategy
choice
feedback
clear
meaningful
recoverable
loss
direct
1. motivation
2. design
© 2002 Phillip Toledano
© 2011 Eric Zimmerman
You can’t choose a solution
from the “solution shelf”, you
have to design the way forward.
- Marty Neumeier
rule set
source: Van Mastrigt, Salen & Zimmerman
rule set
declarative content
rule set
declarative content
game play
rule set
game play
Game Design
rule set
game play
Game Design
adjust
test
Second-order Design
game play
rule set
adjust
test
Second-order Design
behavior
rule set
Emergence_
Context_
Emergence
Explore the playing field
Brainstorms with the
Add
Build a paper prototype
Playtest
Refine rule set
PLAYERS
RULES
BEHAVIOR
Keynote Trends in BPM 14 June 2012
Explore the playing field
Brainstorms with the
Add
Build a paper prototype
Playtest
Refine rule set
PLAYERS
RULES
BEHAVIOR
Keynote Trends in BPM 14 June 2012
Explore the playing field
Brainstorms with the
Add
Build a paper prototype
Playtest
Refine rule set
PLAYERS
RULES
BEHAVIOR
RULES
BEHAVIOR
DECLARATIVE CONTENT
courtesy of Apple
Keynote Trends in BPM 14 June 2012
Don’t copy,
but design
Don’t just add points,
create meaningful play
Jeroen van Bree
jeroen.vanbree@novay.nl
mobile: +31 (0)653 187 512
twitter: @jeroenvanbree
Stationsstraat 79F, Amersfoort
P.O. Box 589
7500 AN Enschede
The Netherlands
www.novay.nl
+31 (0)53 485 04 85
You are free to copy, distribute and transmit the work under the following conditions:
Attribution
You must attribute the work to the presenter and to Novay by mentioning our website,
http://www.novay.nl (but not in any way that suggests that Novay endorses you or your
use of the work).
Noncommercial
You may not use this work for commercial purposes.
No derivative works
You may not alter, transform, or build upon this work.

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Keynote Trends in BPM 14 June 2012