1. GAMIFICATION

2. GAMIFICATION the use of game-thinking and game mechanics
in non-game contexts in order to engage users and solve problems
USERS GAME
 Looks interesting  Changing contents according to
player’s activity
 I wanna share it
 Using share Social media’s function
 I wanna croporate with other players
to clear a game  Providing co-operative contents
 I wanna make my play history visible  Providing badge,
which shows your level
 I wanna know my level  Ranking

3. A game-thinking
apply
GAMIFICATION
User’s activity

5. Scope
virtual
To acquire loyal customers
real
To solve actual issues
（e.g.) speed lot

6. Structure 1
A change of user’s mind
desire The motivation to participate a game
incentives Incentives which they can get in a game
challenges Tasks to get incentives Gamification
can circulate
achievement/reward Reward is based on achivement this cycle
perennially
feedback Feedback for activities
mastery

7. Structure 2
Motivation
To make strong engagement, To get incentive,
visualize activities users are absorbed into a game
Rewards Challenges
action

8. User’s behaviour（⇒Flow Theory, Csikszentmihalyi, 1975）
high
Play&
feedback
master
Play&
feedback
regular
challenge
anxcious
Cf) The Pattern ‘AS!AAS!R(I)’
newbie ⇒1.Action 2.Success 3.Action 4.Action
5.Success 6.Register 7.inner friend
Feedback and Rewards can contribute to
enhance user’s engagement in a game
boring
low skills high
ｃ
ｆ 7 tips of Flow theory
◆a purpose is clear（can predict and find rule）
◆it can make participants concentrate on a content
◆it can make participants completely absorbed in a content
◆participants lost a sense of time
◆content should be responded quickly and directly
◆contents are not too easy, neither too difficult
◆every single activity has innate meaning

9. A Category of users
Aggressive
KILLER
：offensive to another players
ACTIVERS
(e.g. prevent player from ：prefer visible rewards/incentives
getting new item (e.g. point, collection, or badges)
even if he/she already have it）
Play by individual Play with another
SOCIALIZER EXPLORERS
：prefer cooperate with other player ：prefer new way/thing）
Interactive

10. Technique
8 tips of gamification
achievement badge/level Using Endowment effect
(psycologically ditermined to cherish own possess)
Leader boads Stimulate competitive mind
Progress bar User thinks “If carry on, it can be achieved”,
Using this emotion, it can encourage to keep doing
Virtual currency Stimulate desire to collect something
system of
awarding, redeeming, trading, gifting, and Feedback to activities
exchanging activities
challenges between users Urge to conspire, stimulate a sense of competition
embedding small casual games within other
breather
activities
Loss aversion (prospect theory)
digital contents (people's tendency to strongly prefer avoiding losses to acquiring gains. )

11. Elements of game
agressive
stages
achievement/
FEEDBACK CHALLENGES
rewards
score issues
boss battle
individual coporative
status/ progress points/
levels bar virtual
currency
MASTERY badges exchanging INCENTIVES
ranking
interactive

12. Evaluation tips
5 barometers
RECENCY How long have passed since a last visit
FREAQUENCY How freaquently access
SPRNDING TIME How long stay
VIRALITY How much share with others
ANSWER Feedback of contents

13. There are a lot of definition of gamification…
Etc etc etc…