gamification for mediabarcamp

Gamification. Learning from games

Svetlana Dzeviatava and Alexander Chekan for MediaBarCampMarch 2014

Gamification is…

• The use of game elements and game design techniques in non-game contexts.

What are game elements?

Game elements are your toolbox for gamification

• Achievements• Avatars• Badges• Boss fights• Collections • Combat• Content unlocking• Gifting• Leaderboards• Levels

• Points • Quests• Social graph• Teams• Virtual goods

Why gamify?

FAILED

Why gamify?Succeeded

The Foursquare used gamification

• Engagement gap• Choices• Progression• Social• Habit

Did it work?

• Over 20 million users• Over 70 million $ in venture capital• Successfully overcame challengies from Facebook and others

We are all gamers now

• 97% of kids 12-17 play videogames• The average game player in 30 years old (37%

are older than 35• 47% of all game players are women

Sources: Pew Foundation and Entertainment Software Association

Where gamification adds value?

• External Marketing, Sales, Customer engagement • InternalHR, productivity enhancement, crowdsourcing• Behavior changeHealth and wellness, sustainability, personal

finance

External: Club Psych

• Overall traffic on the USA Network site increased 30%• Online merchandise sales increased 50%• Pageviews increased 130%• Psych content shared 300 000 times on Facebook, reaching 40 million users

Internal: Microsoft

• 4 500 participants• Reviewed over 500 000 dialog boxes• 6 700 bugs reported

Behavioral Change: Volkswagen

Average speed in Stockholm trial decreased from 32 to 25 km/h

What makes games engaging?

What things are fun?

• Winning• Problem solving• Exploring• Chilling• Teamwork• Recognition• Triumphing• Collecting

• Surprise• Imagination• Sharing• Role Playing• Customization

Theories of FUN

Nicole Lazzoro:• Easy FUN• Hard FUN• People FUN• Serious FUN

• Fun can (and should be) designed• Fun can be challenging• Appeal to different kinds of fun

Fun in unexpected places• The world’s deepest trashcan

Fun in unexpected places

• Piano stairs (better than escalator)

More examples on http://www.thefuntheory.com

Game thinking generates business results

LinkedIn

Implementing of progress-bar increased the amount of users’ data for 20%.

Not all rewards are fun, not all fun is rewarding

Google News• Meaningful choices• Puzzles• Mastery• Community• Different kinds of users

How can rewards demotivate

Over justification effect• The reward substitutes for the intrinsic

motivation

• Studies confirm: - Drawing - Day care pickup - Blood donation - Teacher salaries

Gamification Design Framework

• Define business objectives• Delineate target behaviors• Describe your players• Devise activity loops• Don’t forget the fun!• Deploy the appropriate

tools

The ten rules of gamification

1. You are not making a game2. Know what you are trying to achieve3. Be prepared not to gamify4. Games are rubbish at customer acquisition5. Retention is crucial, yet criminally overlooked

The ten rules of gamification

6. Monetisation may sound great, but focus on your core business

7. No, games are not just about competition8. Beware unintended consequences9. Make it personal10. Gamification is a process, not a project

External services for gamification

• http://www.gigya.com• http://www.bunchball.com• http://badgeville.com• http://balalikea.ru• http://evrone.ru/• http://www.pryaniky.com• More and more others

Gamification in Belarus• Altoros – employee motivation• Restaurants and cafes

• TUT.BY – nearest future

Don’t be afraid: gamify!

Svetlana Dzeviatava, TUT.BYsd@tutby.comAlexander Chekan, TUT.BYac@tutby.com