Rootstech-The Basics of Gamification

The Basics of Gamification
Dave McAllister – Director, Open Source and Accessibility

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential.

A brief history of social games (http://radoff.com)

§  From presentation at Gamification Summit 2011 – Jon Radoff

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Con dential. 2
Rootstech 2012 @Dave McAllister

What is Gamification?

Gamification is:
the process of using game mechanics and game
dynamics (game thinking) to engage users and
solve problems
§  In short, drive game like behavior and engagement in non-
gaming environments
Gamification is not about
§  Game theory
§  Game development
§  Or a cure for a poor product design

“50% of all innovation processes will be gamified by 2015” - Gartner


Some fun examples


Goals of Gamification

§  Drive Participation
§  Increase the number of people willing to (and capable of) taking part
§  Increase Engagement
§  Drive more interactions, including sharing and deeper responses
§  Create Loyalty
§  Maintain return traffic as well as increased viral “social media” marketing
Gamification could deliver application lock-in in an web-based world.


Engagement

§  Motivation leads to engagement
§  Intrinsic motivation – innate desire to do something rewarding in and of itself
§  External motivation – driven by desire (or fear) of external reward (or
punishment)

Self-
State of being actualization

State of needing Esteem Status, achievements,
rank, reputation
Belonging Cohesion, virality, community

Safety Security, money

Physical Food, water, air
Maslow’s Hierarchy of Needs (1943) …


The gamified engagement loop

§  Desire

§  Mastery


The gamified engagement loop

§  Desire
§  Incentive
§  Challenge
§  Achievement/
reward
§  Feedback
§  Mastery


Measuring Engagement

§  Engagement is driven by (and may be measured by)
§  Recency
§  Frequency
§  Duration
§  Virality
§  Ratings


Engagement summary

§  Intrinsic motivations are more likely to drive higher engagement scores
§  Engagement is powered by game dynamics
§  Remember M3: Motivation, Momentum and Meaning


Loyalty systems change over time

§  1800’s – Tangible goods model, buy something, get something
§  1930’s – “Cash” incentives, rise of the virtual currency
§  1980’s – Loyalty systems, and status recognition
§  2000’s – Virtual rewards

Why do these change?


Gamified Loyalty

Human behaviors are essentially learned through conditioning

SAPS
Status
Access
Power
Stuff

Variable Ratio maintains behavior


Changing costs and status value of loyalty

250

200

150

costs
status value
100

50

0

1800 1850 1900 1950 2000 2050

Player types - Bartles

< 1% ~ 10%

~ 80% ~ 10%

Gamifying the quiz

http://www.gamerdna.com/quizzes/
bartle-test-of-gamer-psychology?
cobrand=

Richard Bartle (1996), "Hearts,
Clubs, Diamonds, Spades:
Players Who suit MUDs,"


Player types - Radoff

Evolutionary Gameplay Motivations


Player motivations and types


The 6 rules of Gamification design

§  Understand what constitutes a “win” for the organization/sponsor
§  Unpack the player’s intrinsic motivation and progress to mastery
§  Design for the emotional human, not the rational human.
§  Develop scalable, meaningful intrinsic and extrinsic rewards
§  In scaling your project, don’t roll your own
§  Most interactions are boring: make everything a little more fun


Step 1: Get

§  Don’t design a game
§  Focus on
§  Recognition and Reward
§  Status
§  Achievement
§  Competition
§  Collaboration

§  Don’t expect gamification to replace the need for good content
§  Prepare to build a community and make it interactive


Step 2: goals and interests

§  Understand your business goals
§  Understand your users
§  Balance the business goals and the users interests


Step 3: lights, camera,

§  Prioritize what you want users to do, in your interests
§  Determine success
§  Including how to measure success
§  Establish solid baselines
§  Add elements one at a time


Step 4: , and

§  Mechanics are how to control user actions
§  Dynamics are how the user interacts with the mechanics
§  Aesthetics are how the user feels about the experience

While sometimes referred to as badges and points,
there are far more parameters to be applied


Game Mechanics

§  Are the constructs and feedback loops which are intended to encourage
game play.
§  Common examples:
§  Status, equating to rank and reputation
§  Feedback (of progress), points
§  Progression, Completion
§  Achievement
§  Social interaction
§  Self expression

§  There are a lot of mechanics
http://gamification.org/wiki/Game_Mechanics


Game Dynamics

§  Time related evolution and patterns that make an activity enjoyable.
§  The dynamic game-rule feedback loop
§  The player dynamics
§  Dependent on gamer personality

§  Examples:
§  Progression versus Status
§  Reinforcement schedule (of rewards) versus points
§  Appointments and countdowns
§  Social driven discovery
§  Competition


Step 5: Keep them wanting

§  Make your mechanics work for you
§  Make recognition make sense
§  Reward on a schedule to match
your desire
A reward can be anything, virtual or physical
Choose when to reward

§  Variable == behavior continuance
§  Fixed == Learning and deadline
§  Level up (target the flow state)


Step 6: don’t now

§  Real time feedback
§  Newsfeeds
§  Groups and teams
§  Leaderboards
§  Virtual Goods
§  Pricing and value
§  Gifts
§  Secondary markets
§  Revenue stream?


Step 7: Wherever go, there are

§  Design for support of mobile or multi-screen approach
§  Tap the power of existing social media behemoths
§  Keep in mind location
§  Keep in mind geo-cultures


Summary: Make it

§  Keep it as simple as needed, not simple as possible
§  Know who you are targeting
§  Know what you want to get
§  Measure it
§  MDA == Mechanics, Dynamics and Aesthetics
§  SAPS == Status, Access, Power, Stuff’


For more information and thanks to the giants

§  Gamification by Design, Gabe Zicherman
http://gamification.co/gabe-zichermann/
§  Game On, Jon Radoff http://radoff.com/
§  The Science of Gamification, Michael Wu, Ph,D
http://www.linkedin.com/in/michaelwuphd

§  Bunchball (http://www.bunchball.com/) for two amazing whitepapers:
§  Winning with Gamification
§  Gamification 101

§  The Gamification Blog: http://gamification.co
§  Gamification University: http://gamificationU.com


Rootstech-The Basics of Gamification

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