Gamification refers to the integration of game dynamics into a service, community, content or campaign, in order to drive engagement and participation. The technique can be useful to encourage people to perform tasks that they generally considered boring, such as completing reviews, filling out tax forms , driving efficiently or tracking caloric intake. In 2010, organizations spent barely $100 million on gamification, the early days of the trend. However with the emergence of social media, mobility and cloud technologies the gamification industry is expected to touch $2.8 billion by 2016. A major driver of this is the use of gamification to influence behaviour surrounding health and environmental issues. The private sector is catching on, however where are the public and not-for profit sectors in all of this? In this visual presentation Mike covers the basics behind gamification along with the latest trends, statistics and examples from around the globe. Critical viewpoints are presented as well so that participants can decide on their own if this is indeed a trend or just a silly fad.

1. GAMIFICATION
Silly fad or important trend for marketers?
@mikekujawski

2. photo credit: http://bit.ly/l4QOJk

4. 500 Million
worldwide online gamers
 97% of kids 12-17 play
videogames
 Average gamer is 30 years
old (37% are older than 35)
 47% are women
 VGC’s represent 25% of
global computational power

5. 3 Billion
hours per week spent playing online games
 Games industry is $66 billion
worldwide (dbl box office)
 Online sales to surpass retail
game sales in 2013
 44% of US/UK adults played
a mobile game this month
 $7.9 Billion dollar virtual
good economy this year

6. Today’s kids will spend
10,000 Hours gaming by 2021

7. 5.39 Million Years
have been spent solving problems on WoW

13. Preditcted to be a
$2.8 Billion
market in 2016

14. Over 70%
of Forbes Global
2000 companies plan
to use gamification for
the purposes of
marketing and
customer retention

15. “Striving to make everyday
business tasks more engaging, a
growing number of firms…are
incorporating elements of
videogames into the workplace.”
- Wall St. Journal, Oct. 10, 2011
“Suddenly, gamification is the
hot new business concept,
with many of the world’s most
admired companies signing on.”
- Fortune, Oct. 17, 2011

17. Who is gamifying?

20. Designing video games

21. Creating a virtual world

22. Any use of games in business

23. Playing Solitaire at work

24. Any simulation

25. Game Theory

26. Points & Badges

27. A magic wand that will fix everything

29. The process of using
game mechanics and
game thinking in non-
gaming contexts to
engage users and to
solve problems

30. Game mechanics are constructs
of rules intended to produce
a game or gameplay

31. Game mechanics can include…
 Turns
 Action Points
 Auction or Bidding
 Cards
 Capture/Eliminate
 Catch-up
 Dice
 Movement
 Resource Management
 Risk and Reward
 Role Playing
 Tile Laying
 Game Modes

32. Engagement loop
Source: Amy Jo Kim, CEO, ShuffleBrain

33. Player journey
Source: Amy Jo Kim, CEO, ShuffleBrain

35. people play games because
they experience emotions that
are closely related to the main
factors of happiness

36. Source: Abraham Maslow: "A Theory of Human Motivation“ (1943)
Maslow’s Hierarchy
of Needs

37.  Acceptance
 Curiosity
 Eating
 Expedience
 Family
 Idealism
 Interdependance
 Order
 Physical Activity
 Power
 Romance
 Saving
 Social Contact
 Status
 Tranquility
 Vengeance
Source: Steven Reiss and Daniel H. Pink
16Human Desires

38. 1. Achievement
2. Immersion
3. Competition
4. Cooperation
Source: Nick Yee, Research Scientis, UBIsoft
4Gaming Desires

39. Source: http://www.epicwinblog.net/2013/04/gamification-player-types-t-e-pyramid-ii.html

41. Physical world overlay

42. Milestones & progress markers

43. Status & success

44. Sense of scarcity

45. Using iconography

46. Points and rewards

47. Badges
Progress Bars
Points
Levels
Rewards
Status

49. External
-marketing
-sales
-customer engagement
Internal
-HR
-productivity enhancement
-crowdsourcing
-innovation
Behaviour change
-health and wellness
-environmental sustainability
-personal finance

50. Engagement

51. Health & Wellness

58. Environemental Sustainability

63. Innovation

64. HR

66. “Gamification is
the high fructose
corn syrop of
engagement”
-Kathy Sierra
 Real research is limited
 Potential for engagement decay
 Crowding out
 Addiction
 Bad gamification can cause serious problems

67. http://www.nicolelazzaro.com/gamification

69. Define Goals & Objectives

70. Set Target Behaviours

71. Understand your Players

72. Devise Activity Loops

73. Use Relevant Tools

74. Have Fun

77. gamification.co gamification.org

80. Thanks for your time!

81. “mike kujawski”

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84. Mike Kujawski
Phone: 613.230.6424 ext. 225
E-mail: mikekujawski@cepsm.ca
Blog: mikekujawski.ca
Twitter: @mikekujawski
Website: cepsm.ca
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85. Questions?