merging media access 360 roi workshop gamification 3.0

Scott Dodson

COO, Product Owner

Bobber Interactive, Inc.

ROI workshop real-time game layer!

http://bit.ly/MMaccess360

@Gamebiz mentions

@RochelleGrayson mentions

#MMAccess360 mentions

To View: http://bit.ly/MM360

Me

Me Me

Me

Chronic Entrepreneur

Used a Game Layer

/Layer of Abstraction

Playful Perception

Mind numbing jobs

Dating

Holding a conversation

Sales – Cold Calling

Raising Angel/VCMoney

Game layers worked.

Weren't manipulation

OMFG

Choco-fication!

Credit: Jesse Schell: The

Pleasure Revolution

Credit: Jesse Schell: The

Pleasure Revolution

Credit: Jesse Schell: The

Pleasure Revolution

Credit: Jesse Schell: The

Pleasure Revolution

Credit: Jesse Schell: The

Pleasure Revolution

Unicorn poop is still poop

Rewards can Backfire

You’re doing it wrong

The Right Road…

Becoming Ninja Gamifiers

<Ninja Level 11: Cat>

Pleasure is… CONTEXTUAL

Credit: Jesse Schell: The

Pleasure Revolution

Pleasure is… CONTEXTUAL

Credit: Jesse Schell: The

Pleasure Revolution

Concrete : Explicit

Extrinsic Intrinsic

Creative : Imaginative : Abstract

Engagement Layer

Continuum

Copernican Turn

Copernican Turn

Copernican Turn

User

Viewer

Customer

User

Customer

Viewer

Media/Brand

Copernican Turn The Media/Brand set the terms of engagement

Copernican Turn New engagement methods are needed

App Brand

Property

Site Service

Media

User, Viewer,

Customer

The Challenge

Great games are hard enough:

Only 4% of games that go into production are

profitable

Add a “real world” activity and you multiply

the difficulty of success

Often not enough just to have the “form of a

game”

Design for sustained engagement

“Playing a game is the voluntary attempt to overcome

unnecessary obstacles” – Bernard Suits

A Goal

Rules

Voluntary

Obstacles A Feedback

System

Credit: Jane McGonigal:

Reality is Broken

Designing for Sustained Engagement

I. Establish a different user “contract”

A game is voluntary framework for the user experience

Obstacles desirable!

Eustress / Satisfying Work

Designing for Sustained Engagement

II. Design for flow; segment the experience

Mihalyi Csikszentmihalyi Amy Jo Kim

“Domain Resonant” Implementation

1 2

3 66% more people than normal chose

the stairs over the escalator.

+

=

“Domain Resonant” Implementation

Designing for Sustained Engagement

III. Embrace the Domain; know the Audience

Corollary: Build the right team

Two Types of Motivation

Extrinsic Motivation – Behavior that is

motivated by contingencies (rewards,

punishments) that are separate from the

enjoyment of the activity itself

Intrinsic Motivation – The activity itself

is its own reward because it is inherently

satisfying. In particular, humans have

specific intrinsic needs that motivate.

3 Drivers of Intrinsic Motivation Scott Rigby - Immersyve

• Feeling “good at”

• Expanding capability

• Learning

• Mastery

COMPETENCE

• Freedom and agency

• Exercising volition

• Choosing

• Many opportunities for

action

AUTONOMY

• You matter to others ,they

matter to you

• Meaningful connections

• Competitive, cooperative,

• Even removed: characters in

a book or movie, developers

of an app.

RELATEDNESS C A R

Competence, Autonomy & Relatedness: most

reliable predictors of engagement

• Multiple longitudinal studies with

20,000+ subjects

• Underlying psychological causality

vs. solely outcome metrics (e.g.,

“clicks” or “fun”)

PENS predicts

sustained engagement...

“Fun” does not.

(PENS) Methodology: Personal Experience of Needs Satisfaction

Approach uses statistical regression analysis to predict long-term engagement

Competence, Autonomy,

Relatedness

Predictive power with

p values <.01

Month 1 Month 12

PENS design: Competence

Scaled challenges (flow)

Clear & juicy feedback

Level=expanded capabilities

PENS design: Autonomy

Mechanics of Choice and Opportunity

Open Environment - Playground

Progression choices (focus, tree-structure)

Sense of purpose/volition

PENS design: Relatedness You matter to others, they matter to you

Competitive cooperative

Reciprocity awesome; synchronicity, meh

Player to Player; P2NPCs; P2Dev; P2Brand

Clear effort applied on my behalf=Relatedness

Hey! It’s the

Hero of Kvatch!

I can’t believe it!

Wow!”

“…Brave,

brave Sir

Robin…”

Framework/Context Critical

Pitfalls of Behavioral AB testing

Why we take action is as important as that

we take action

Discomfort ≠ Sustained Engagement

Kill the puppy

Spam my friends

Effectively balancing user experiences across the motivation

continuum can further reinforce sustained engagement

Amotivation Extrinsic

Motivation

Intrinsic

Motivation

External

Regulation Introjection Identification Integration

REGULATORY STYLES

ASSOCIATED PROCESSES:

PERCEIVED LOCUS OF CAUSALITY:

Impersonal External Somewhat

External

Somewhat

Internal

Internal Internal

• Perceived non-

contingency

• Low perceived

competence

• Non-relevance

• Non-intentionality

• Salience of

extrinsic rewards

or punishments

• Compliance /

reactance

• Ego

• Involvement

• Focus on approval

from self and

others

• Conscious valuing

of activity

• Self-endorsement

of goals

• Hierarchical

synthesis of

goals

• Congruence

• Interest and

enjoyment

• Inherent

satisfaction

Motivation Continuum

Autonomy

Support

Control

Amotivation

External

Regulation

Identified

Regulation

Introjected

Regulation

Intrinsic

Motivation

Persistence

10 mo.

Persistence

22 mo.

-.38

.44

.54

.25

-.41

.34

-78

.28

.48

.35

.28

.43

.21

-.28

-.67

-.87

Manager’s

Autonomy

Supportiveness

Autonomy Orientation

(Individual

Differences)

Work-Related

Autonomy

Competence

Relatedness

Work

Performance

Evaluation

Well-Being

and Mental

Health

.57 .24

.14 .57

(N=495; Baard, Deci & Ryan, 2004)

Autonomy supportive environments are consistently associated

with persistence over sustained periods of time Case Examples: Coaching and Wall Street

Persistence as a

function of coaching

climate and motivation

Analysis of intrinsic-need-

satisfaction model of work

performance and adjustment:

Even on Wall Street

Extrinsic goal Intrinsic goal

Fru

it E

ati

ng

20

18

16

14

12

10

8

6

4

2

0

Autonomy-

support

Internal

control

How goal messages are framed – intrinsic vs. extrinsic – makes a significant difference

in desired outcome

Case Example: Healthy Behavior Change Impact

• Controlling versus autonomy supportive language

• Intrinsic versus extrinsic goal focus / framing

- Intrinsic Goal Frame:

“Adolescents who eat well, are more likely

to be fit and remain healthy at later age.”

- Extrinsic Goal Frame:

“Adolescents who do eat well are more

likely to be physically appealing and look

younger at later age.”

Interaction effect of Goal Framing (Intrinsic vs. Extrinsic) by Social Context

(Autonomy Support vs. Control) in the Prediction of Maintained Fruit Eating After

Controlling For Baseline Levels in Fruit Eating

Designing for Sustained Engagement

IV. Motivational Psychology

Intrinsic needs satisfaction

Summary for sustainability

I. Establish “Game” as the user framework (voluntary)

II. Design for Eustress & flow; segment the experience

III. Game designer must embrace the domain

IV. Focus on satisfying Intrinsic needs

Concrete : Explicit

Extrinsic Intrinsic

Creative : Imaginative : Abstract

Engagement Layer

Continuum

Concrete : Explicit

Extrinsic Intrinsic

Creative : Imaginative : Abstract

Engagement Layer

Continuum

Sensation

Fantasy

Discovery Laughter

Story

Challenge

Thrill

Triumph

Expression

Credit: Jesse Schell: The

Pleasure Revolution

You CAN make your experiences

better

Ask yourself these simple

questions:

Given what I know about my

guests…

Why will they like this

experience?

How can I get them to like it

more?

Credit: Jesse Schell: The

Pleasure Revolution

ROI

ROI- Definition

Return/Investment

expanded

marketing

factoring “intangibles”

ROI- Broad Definition

Driving any metric the business or client is willing to assign (or can calculate) a specific monetary value

Challenges in calculating value:

Image Labeler (Google)

The Fun Theory (VW) ($250-$500K)

Bobber examples (401K provider, C.C. comp)

Goal is to understand and move critical business metric(s)

Specific value calculation not in the scope of this workshop

Value of Traffic

Page Views: how many people visited pages with

ads, and saw ads on them.

Page CTR: Clicks ÷ Page Views (%).

How good & well placed your ads

CPC/CPA: Avg. amount of money you are

earning (or paying) per click/action.

Page RPM : the average amount of money you

are earning per 1000 Page Views

$1.00 not bad. 1% conversion (10 clicks)*$0.10/click

CPC- Cost & Revenue

CPC : As cost: when trying to acquire users Reducing CPC increases ROI

Increasing conversion (after click) increases ROI

CPC As revenue: Avg. amount of money you are earning per click. Increasing CPC increases ROI

So does increasing clicks- duh

Rates depend on what advertisers are paying. Factors include:

○ Topic of your site

○ Demand

Sometimes goes up wildly, but only rarely.

CPC- sample rates

“Buy side”

Our Facebook experience $.50-$2.50

Average ~$1.00

Gamification is working:

Bunchball, BigDoor, Badgeville

150mm users

Views 2x

Time 2x

Virality 30%

$ +50-250%

Some simple calculations

High variance in Conversion metrics

Impact of relevance (site content & offers) is huge

Page Views & Time on site while not identical track together (and have similar impact).

2X either (but only count one) ≈ 50%-100% increase in conversion (don’t get full credit)

Virality “full credit” or better.

Peer recommendations much more effective

“Viral” users group together

30% virality ≈ 30%+ incremental revenue

30% virality = 43% more users for same cost

Implementations & Case Studies

Anybody?

LeaderBoarded

Bunchball

Big Door

Badgeville

LeaderBoarded

Bobber

LeaderBoarded

Bunchball

Live Ops

Call center tying achievements to skills

Reinforcing competence

90% participation

15% Call time reduction & 8-12% sales Increase

Photoshop Trial users into purchasers

Salesforce (optional)

BigDoor

Big Brother

http://www.wetpaint.com/

http://www.bigkrit.com?bd_cohort=true

Badgeville

Beat the GMAT

Badgeville

Badgeville

Samsung

Bobber GoalCard: Debit card rewards

“PFM (personal financial management) light”

Bobber

Metric: Repeat engagement Metric: Wallet share Metric: Viral sharing / referrals Metric: Financial education

Virtuous cycle between financial behavior & literacy and

extrinsic rewards

Small Group Gamification Exercise

Gamify our TV & Web property “Agri-court” a reality based show where residents of a rural farming community get their disputes resolved by a colorful mediator

Objectives Drive viewership

Generate virality / sharing on social media

Deliverable: Group lead will present one to three ideas for

implementation

Challenge: Curveballs Ahead!

Small Group Gamification Exercise

Curveball #1

“’Great News!’ We got a huge sponsor”

New Objective: Drive increased

pomegranate juice consumption & sales by

the viewers of the show

Small Group Gamification Exercise

Curveball #2

“Great News!”

“We’re getting a new “expert” to lead the

team!”

Thank You!

/scottcdodson

First Name at bobberinteractive.com

@Gamebiz

Credits

Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan)

Jane McGonigal- Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D. Berkeley

Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg University

Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at the University of Chicago

Amy Jo Kim- designer of social gaming systems, PHD University of Washington

Wanda Meloni, M2 Research: http://slidesha.re/gg49nb

Dr. Byron Reeves of the Department of Communication at Stanford &

J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement

David Edery Principal, Fuzbi co-author with Ethan Mollick of Changing the Game: How Video Games Are Transforming the Future of Business

Gabe Zichermann and Joselin Linder authors of Game Based Marketing http://gamebasedmarketing.com/ Chair of Gamification.co

James Currier of Ooga Labs who also credits Clay Shirky and Bret Terrill

Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games. Jesse’s talk from DICE: http://tiny.cc/TebRw The pleasure revolution: http://www.youtube.com/watch?v=4PkUgCiHuH8

Keith Smith, & Carrie Peters of BigDoor.

Rajat Paharia & Mike Earhart of Bunchball

Scott Schnaars & MattHart of Badgeville

Eric Eastman, John Bito, Nathan Affolter, Jason Griffith, Jimmer Sivertsen, Julie Hill & Mike Kerr of Bobber

My sincere apologies to anyone on this list or otherwise who feels they were not properly credited. Kindly point out my error and I will edit accordingly.

More Domain Specificity

More from thefuntheory.com

Thanks again!

/scottcdodson

First Name at bobberinteractive.com

@Gamebiz