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keith@gametize.com | @keizng
GAMIFICATION
Using gaming principles to reward and motivate
How do maximize this Playshop?
1. Download Gametize App (gametize.com/app)
and go to “Featured” for gamification demos.
2. ...
Co-founder of Gametize
•  World’s Simplest Gamification Platform
•  Also made just-for-fun gamified apps such as Selfiely,...
@keizng
Nobody likes Working
Learning is Boring
But everyone loves Playing
Badges
•  Reformed Compulsive Gamer
•  Semi-formal game design training
•  Almost bankrupt, secured USD$200,000 on TV, Ang...
gamification =
Use of game design and game
psychology in non-game settings to
engage and motivate target
audience for targe...
gamification =
A design-thinking focused process
to engage and motivate your
audience into learning behaviors,
with a balan...
gamification =
A process to engage and motivate
your consumers into behaviors
that directly or indirectly increase
sales. I...
GAMIFICATION
OR
NOT?
§ Points and badges
§ Advertgaming
§ social gaming
§ Farmville
§ Candy Crush
gamification =
@keizng
Interactive Challenges
Competition and Social
Constant, Instant Feedbacks
Rewards and Redemptions
Why engage them?
Engage them to spend
immediately
Engage them to
spend in future
@keizng
Engage them to engage
others to s...
Top Challenges in HR that Gametize hears
§  High E-Learning dropout rate (60%-90%)
§  High cost in attracting and onboardi...
Maybe they all look like this
Wow. This is what it should feel like
Let’s get Science to help us get to “Wow”
@keizng
@keizng
@keizng
DOPAMINE. OH YEA!
@keizng
@keizng
What motivates us?
@keizng
What motivates us?
Flow Theory, By Mihaly Csikszentmihalyi
@keizng
What motivates us?
Flow Theory, By Mihaly Csikszentmihalyi
•  One must be involved in an activity with a clear set...
CREATE ENJOYMENT, NOT PLEASURE
@keizng
Gf
In fact, it is the only industry that mastered
user experience
What is the average
age of a gamer?
@keizng
What exactly makes a game fun?
@keizng
Frustration Sense of
Achievement
Challenge Strategy Problem Solving
1. Hard fun
@keizng
Interesting
content
Collecting
Items
Points and
level-ups
Amazement Happiness
2. Easy fun
@keizng
Exploration Escape from thoughts & feelings
Excitement
3. Altered States
Surprises Discovery
@keizng
Competition Teamwork Social
Bonding
Personal
Recognition
Sense of Achievement
4. The People Factor
@keizng
gamification
@keizng@keizng
= happification;
@keizng@keizng
action
motivation
feedback
@keizng@keizng
YO, show me the cases!
*warning: examples galore ahead
@keizng@keizng
G-Market (Ebay of Korea), Qoo10.sg
Diablo 3 Launch in Singapore
@keizng
Diablo 3 Launch in Singapore
@keizng
BBVA Game
@keizng
ALS Ice Bucket Challenge
@keizng
American Airlines
Rewards, achievement,
level-ups (elite status)
Nike Plus
Achievement, level-ups, competition
Linked In
L...
SoShiok: Gamified Food App
@keizng@keizng
bit.ly/loyaltygame
@keizng
Gametize’s 5D Kickoff Framework
@keizng
Get your hands dirty!
Identify a problem
you want to solve.
“Nobody is buying my hammers, because nobody trust them”
Get your hands dirty!
Determine your goal:
What is the outcome you want to
achieve out of gamification?
“I want more people...
Get your hands dirty!
What are your target behaviours
and emotions?
“I want the customers to review my hammers,
whether go...
Bartle’s Player Types
@keizng
bit.ly/loyaltygame
Get your hands dirty!
Profile your target players:
Make a list of characteristics of
your target group.
Clue: Create a pers...
G
A
M
E
T
I
S
E
Generous, Extrinsic Rewards (With clear paths)
Appealing, Fresh Content (create stickiness)
Maintain it (e...
What % of the gamer
population = Female?
@keizng
hawabadaldo.com
Case Study:
Singapore Management University
Leadership and Team Building (LTB) is a
core module offered as part of the
business program in the Singapore
Management Uni...
Games were segregated according to
LTB classes, students will only see their
designated classes, while
administrators can ...
New quests unlocked weekly
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
A series of simple
challenges, from
photos, quizzes,
and videos
prompted students
to reflect on and
apply what they
have le...
Challenges within each Quest
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
An activity
feed ...
Students can also log their in-class participation for points here
Class Participation Quest
A Case Study on Gamification ...
Gamification was
also used to
collect student
feedback on the
GameLead
experience
A Case Study on Gamification and Learning...
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
We were
able to
extract
sentiments
that help u...
Gathering Feedback and Sentiments
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
We also
disc...
Verdict and Results
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Verdict: Successfully Gametized
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Verdict: Successfully Gametized
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Verdict: Successfully Gametized
Focus on the problem, objective, and data
At a glance, it is easy to dismiss due to a handful negative reviews.
However, G...
Heaphy and Losada’s Positive to Negative Feedback Ratio:
Can this be Gametized?
gamification
is not magic.
it is a process, which like many others,
must be well-designed and planned.
there are no rules t...
otherwise it will backfire
@keizng
Real Intrinsic motivators
Don’t overgive rewards
Make real fun, and keep them fresh
@keizng
Leaderboards. Not always good
credits to
create emotions
even better, stories
@keizng
§  On a similar trajectory as social media
§  More knowledge and resources will be available
§  Courses offered in ...
@keizng
What motivates us?
Gametize’s Intrinsic Motivation Framework
Scorecard
http://bit.ly/gscorecard
The Gametize Scorecard & Checklist is designed to be a guiding light to make awesome
ga...
Game
•  How clear are the objectives of the games for the players? ___/10
(Do players know what to expect? Do they know wh...
Feedbacks, Competition
•  How clear and frequent are the feedbacks? ___/10
•  Are the feedbacks relevant to objective/goal...
@keizng
keithsayshi
Get your hands dirty!
Design your game and story
Upload a photo
Refer a friend
Answer a quiz
Make a prediction
Scan a QR c...
References
What is Gamification, Really? 

By Michael Wu
http://lithosphere.lithium.com/t5/Building-Community-the-Platform/...
“The opposite of play is not work. It is depression”
- Dr Stuart Brown
keith@gametize.com | @keizng

slideshare.net/gametize
Gamification Overview
Gamification Overview
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Gamification Overview

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I presented this deck in a meetup (http://www.meetup.com/Red-Dot-Innovation/events/232860567) to share the fundamentals of gamification, and the use cases for both marketing and HR. All case studies here are public showcases (may or may not be powered by Gametize).

Publicado en: Tecnología
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Gamification Overview

  1. 1. keith@gametize.com | @keizng GAMIFICATION Using gaming principles to reward and motivate
  2. 2. How do maximize this Playshop? 1. Download Gametize App (gametize.com/app) and go to “Featured” for gamification demos. 2. Too lazy to download the app? Head to http://gametize.com/featured 3. Have an open mind about the word “fun”, and understand that this isn’t about making games.
  3. 3. Co-founder of Gametize •  World’s Simplest Gamification Platform •  Also made just-for-fun gamified apps such as Selfiely, GetSmart English •  Singapore’s 20 hottest startup in 2015 selected by SBR about.me/keizng
  4. 4. @keizng Nobody likes Working Learning is Boring But everyone loves Playing
  5. 5. Badges •  Reformed Compulsive Gamer •  Semi-formal game design training •  Almost bankrupt, secured USD$200,000 on TV, Angels Gate •  Nominated global influencer in gamification about.me/keizng
  6. 6. gamification = Use of game design and game psychology in non-game settings to engage and motivate target audience for target behaviors. It is a process, but not an end point. @keizng
  7. 7. gamification = A design-thinking focused process to engage and motivate your audience into learning behaviors, with a balance of intrinsic and extrinsic rewards, to make learning more enjoyable. @keizng
  8. 8. gamification = A process to engage and motivate your consumers into behaviors that directly or indirectly increase sales. It does not need to be transactional. @keizng
  9. 9. GAMIFICATION OR NOT?
  10. 10. § Points and badges § Advertgaming § social gaming § Farmville § Candy Crush gamification = @keizng
  11. 11. Interactive Challenges Competition and Social Constant, Instant Feedbacks Rewards and Redemptions
  12. 12. Why engage them? Engage them to spend immediately Engage them to spend in future @keizng Engage them to engage others to spend For Brand Marketers
  13. 13. Top Challenges in HR that Gametize hears §  High E-Learning dropout rate (60%-90%) §  High cost in attracting and onboarding new talents §  New generation of talents that are increasingly prioritizing “purpose” and challenging to retain §  Lack of data in employee behaviors and satisfaction “Onboarding begins from the day they accept the job”, Joanna Yeoh, 5 Talents Consulting
  14. 14. Maybe they all look like this
  15. 15. Wow. This is what it should feel like
  16. 16. Let’s get Science to help us get to “Wow” @keizng
  17. 17. @keizng
  18. 18. @keizng DOPAMINE. OH YEA!
  19. 19. @keizng
  20. 20. @keizng What motivates us?
  21. 21. @keizng What motivates us? Flow Theory, By Mihaly Csikszentmihalyi
  22. 22. @keizng What motivates us? Flow Theory, By Mihaly Csikszentmihalyi •  One must be involved in an activity with a clear set of goals and progress. This adds direction and structure to the task. •  The task at hand must have clear and immediate feedback. This helps the person negotiate any changing demands and allows them to adjust their performance to maintain the flow state. •  One must have a good balance between the perceived challenges of the task at hand and their own perceived skills. One must have confidence in one's ability to complete the task at hand.
  23. 23. CREATE ENJOYMENT, NOT PLEASURE @keizng
  24. 24. Gf In fact, it is the only industry that mastered user experience
  25. 25. What is the average age of a gamer? @keizng
  26. 26. What exactly makes a game fun? @keizng
  27. 27. Frustration Sense of Achievement Challenge Strategy Problem Solving 1. Hard fun @keizng
  28. 28. Interesting content Collecting Items Points and level-ups Amazement Happiness 2. Easy fun @keizng
  29. 29. Exploration Escape from thoughts & feelings Excitement 3. Altered States Surprises Discovery @keizng
  30. 30. Competition Teamwork Social Bonding Personal Recognition Sense of Achievement 4. The People Factor @keizng
  31. 31. gamification @keizng@keizng = happification;
  32. 32. @keizng@keizng
  33. 33. action motivation feedback @keizng@keizng
  34. 34. YO, show me the cases! *warning: examples galore ahead @keizng@keizng
  35. 35. G-Market (Ebay of Korea), Qoo10.sg
  36. 36. Diablo 3 Launch in Singapore @keizng
  37. 37. Diablo 3 Launch in Singapore @keizng
  38. 38. BBVA Game @keizng
  39. 39. ALS Ice Bucket Challenge
  40. 40. @keizng
  41. 41. American Airlines Rewards, achievement, level-ups (elite status) Nike Plus Achievement, level-ups, competition Linked In Level-ups (progress bar) Hilton Honor Points Share, Tweet for More Points
  42. 42. SoShiok: Gamified Food App @keizng@keizng bit.ly/loyaltygame
  43. 43. @keizng
  44. 44. Gametize’s 5D Kickoff Framework @keizng
  45. 45. Get your hands dirty! Identify a problem you want to solve. “Nobody is buying my hammers, because nobody trust them”
  46. 46. Get your hands dirty! Determine your goal: What is the outcome you want to achieve out of gamification? “I want more people to trust my hammers and increase sales by 10 every month”
  47. 47. Get your hands dirty! What are your target behaviours and emotions? “I want the customers to review my hammers, whether good or bad” “I love this experience because it makes me feel powerful and listened to”
  48. 48. Bartle’s Player Types @keizng bit.ly/loyaltygame
  49. 49. Get your hands dirty! Profile your target players: Make a list of characteristics of your target group. Clue: Create a persona and tell us a story Kylie is 21, wild, smart, loves watching CSI, hates losing…
  50. 50. G A M E T I S E Generous, Extrinsic Rewards (With clear paths) Appealing, Fresh Content (create stickiness) Maintain it (easy dashboard to manage for iterations) Easy and Emotional, relevant to audience profiles Tribalism (create tribes and communities) Intrinsic motivations (moving from extrinsic rewards) Social behaviors (create conversations, sharing) KEY ELEMENTS KEY GOALS Gametize’s Design Strategy Methodology Anti-Gaming Mechanics Iterative Testing and Changes DESIGN CONSTANTS D Data for analysis (create valuable intelligence) Engaged target behaviors relevant to target goals
  51. 51. What % of the gamer population = Female? @keizng
  52. 52. hawabadaldo.com
  53. 53. Case Study: Singapore Management University
  54. 54. Leadership and Team Building (LTB) is a core module offered as part of the business program in the Singapore Management University (SMU). To solve the problem of engagement in LTB beyond the classroom, the Gametize platform to produce GameLead, a gamified experience to make learning much more engaging, exciting and easy for 177 students in a pilot run.   GameLead was made available on both web and mobile to be played by students wherever, whenever! GameLead Case Study A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  55. 55. Games were segregated according to LTB classes, students will only see their designated classes, while administrators can access all 4 games. A Case Study on Gamification and Learning All Rights Reserved. Gametize.com A Game for Each Class
  56. 56. New quests unlocked weekly A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  57. 57. A series of simple challenges, from photos, quizzes, and videos prompted students to reflect on and apply what they have learnt in class Challenges within each Quest A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  58. 58. Challenges within each Quest A Case Study on Gamification and Learning All Rights Reserved. Gametize.com An activity feed enabled students to view submissions by other classmates and vote, which increase the points of the submission
  59. 59. Students can also log their in-class participation for points here Class Participation Quest A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  60. 60. Gamification was also used to collect student feedback on the GameLead experience A Case Study on Gamification and Learning All Rights Reserved. Gametize.com Gathering Feedback and Sentiments
  61. 61. A Case Study on Gamification and Learning All Rights Reserved. Gametize.com We were able to extract sentiments that help us understand our users’ pain in using GameLead, some of which are negative Gathering Feedback and Sentiments
  62. 62. Gathering Feedback and Sentiments A Case Study on Gamification and Learning All Rights Reserved. Gametize.com We also discovered what the students enjoyed about GameLead that can help with future executions
  63. 63. Verdict and Results A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  64. 64. A Case Study on Gamification and Learning All Rights Reserved. Gametize.com Verdict: Successfully Gametized
  65. 65. A Case Study on Gamification and Learning All Rights Reserved. Gametize.com Verdict: Successfully Gametized
  66. 66. A Case Study on Gamification and Learning All Rights Reserved. Gametize.com Verdict: Successfully Gametized
  67. 67. Focus on the problem, objective, and data At a glance, it is easy to dismiss due to a handful negative reviews. However, GameLead was designed to solve the problem of engaging students beyond the classroom, and the objective was to provide a seamless and engaging experience through gamification. The success should then be measured based on the overall data in relation to these questions, in this case, showing GameLead’s effectiveness. Iterative Development and Improvement Gamification is a fairly new concept, especially with the use of digital technologies. An iterative approach to improving GameLead based on the data is key to its continued success. The unfavorable sentiments, though not necessary relevant, (e.g. minority users do not want to be engaged outside of classroom) should be reviewed and considered. Conclusion for GameLead A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
  68. 68. Heaphy and Losada’s Positive to Negative Feedback Ratio: Can this be Gametized?
  69. 69. gamification is not magic. it is a process, which like many others, must be well-designed and planned. there are no rules to fun. @keizng
  70. 70. otherwise it will backfire @keizng
  71. 71. Real Intrinsic motivators
  72. 72. Don’t overgive rewards
  73. 73. Make real fun, and keep them fresh
  74. 74. @keizng Leaderboards. Not always good
  75. 75. credits to
  76. 76. create emotions even better, stories
  77. 77. @keizng §  On a similar trajectory as social media §  More knowledge and resources will be available §  Courses offered in Coursera, NUS, Ngee Ann §  It is Loyalty on Steroids. Steroids can’t be small §  Certain research shows low dopamine = low rewards appetite, high dopamine can makes us impulsive http://www.livescience.com/6645-brain-chemical- impulsive.html Why Gamification Matters
  78. 78. @keizng What motivates us?
  79. 79. Gametize’s Intrinsic Motivation Framework
  80. 80. Scorecard http://bit.ly/gscorecard The Gametize Scorecard & Checklist is designed to be a guiding light to make awesome games. Let's begin with a basic checklist. §  Has the problem been defined? Otherwise, has an overall objective been identified? e.g. lack of motivation for training, implementing a long term loyalty and contest platform §  Have the goals been determined? e.g. Increased knowledge, interests, conversion of sales §  Have the target behaviors been decided? e.g. Players will do quizzes weekly, encourage each other §  Have the players been described? e.g. Unmotivated, avid mobile user, dislike  Great, now that you have these information, let's go on to design the Gametize experience, based on the following scorecard. You don't have to hit a perfect score, but these are questions that you should keep in mind. 
  81. 81. Game •  How clear are the objectives of the games for the players? ___/10 (Do players know what to expect? Do they know what are the rewards, if any? Are these in the descriptions?) •  How attractive are the rewards to the described players (monetary or non monetary)  ___/10 (For Enterprises, avoidance of penalties can be a form of reward too, e.g. dance) •  Are there any "wow factors" or surprise discovery of rewards in place?  ___/10 (If so, are players somewhat aware, and how easy can the early rewards be discovered?) •  How focused are the games? ___/10 (Is the gametoo broad? Are the challenges specific and consistent in theme?) Challenges •  How easy is the on-boarding (very first) challenge to complete? ___/10 •  How appealing are the challenges to the described players? __/10 (Will the players be intrinsically motivated? e.g. sharing photos let them express themselves) •  Will there be fresh challenges rolled out? If so, is the schedule well designed? ___/10 (Also, are the players aware of new challenges periodically?) •  Are the challenges well thought, relevant to the objectives/goals/problem, instead of being random? ___/10 •  Are the challenges easy to understand? ___/10 •  There are not too much and overwhelming number of challenges ___/10
  82. 82. Feedbacks, Competition •  How clear and frequent are the feedbacks? ___/10 •  Are the feedbacks relevant to objective/goals? ___/10 Some food for thoughts •  What motivates the user to achieve the targeted behavior? (Every time I want to ______, I use the app) •  Is this a long-term or short-term game? If it is the former, what are your plans to sustain interest in the long run? •  Does the challenges increase with difficulty over time to give users a sense of mastery?
  83. 83. @keizng keithsayshi
  84. 84. Get your hands dirty! Design your game and story Upload a photo Refer a friend Answer a quiz Make a prediction Scan a QR code Fill in the blank Enter a secret passcode Review a product
  85. 85. References What is Gamification, Really? 
 By Michael Wu
http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447 Why We Play Games: 
 Four Keys to More Emotion Without Story 
 By Nicole Lazzaro
 http://xeodesign.com/xeodesign_whyweplaygames.pdf
 Smart Gamification: 
 Social Game Design for a Connected World By Amy Jokim
 http://www.slideshare.net/amyjokim/smart-gamification-social-game-design-for-a-connected-world
 http://xeodesign.com/xeodesign_whyweplaygames.pdf
 Meaningful Play: 
 Getting Gamification Right By Sebastian Deterding
 http://www.slideshare.net/dings/meaningful-play-getting-gamification-right
  86. 86. “The opposite of play is not work. It is depression” - Dr Stuart Brown
  87. 87. keith@gametize.com | @keizng
 slideshare.net/gametize

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