tenshi gamification for gamers march 2012

Gamification for Gamers

Jonathan Newthjonathan@tenshi.co.uk

About me

• Programmer• Game creator• Businessman• Entrepreneur

• Playfuel• Tenshi Ventures Productions• Tenshi Consulting

History 1972 - 2009

Console Generations1 Magnavox Odyssey2 Atari 26003 NES4 Megadrive5 PlayStation6 PlayStation 27 Xbox 720

Home computerMobile first generation (J2ME)PC onlineHandheld

The World Changed

1 Mobile2 Social3 Browser / Online4 Tablet

0.99c mobile gamesFreemium

• The average gamer is 37 years old and has been playing for 12 years.• Twenty-nine percent of game players are over the age of 50.• Eighty-two percent of gamers are 18 years of age or older.• Forty-two percent of all players are women and women over 18

years of age are one of the industry's fastest growing demographics.• Today, adult women represent a greater portion of the game-playing

population (37 percent) than boys age 17 or younger (13 percent).• Sixty-five percent of gamers play games with other gamers in person.• Fifty-five percent of gamers play games on their phones or handheld

device.• Sixty-eight percent of parents believe that game play provides

mental stimulation or education.

Why are Gamers different

• 1 billion gamers• Think and work in a genuinely different way– Goal focused– Expectation of success– Socially task focused– Socially competitive (Achievements)– Blissfully productive

• Empowered, networked, hopeful individuals

Generation G

• Primary source of entertainment is Games • 126+ million millennials– Constantly Seeking Novelty– Hyper networked• Grown up with a social graph

– Multitasking• multi screen

– Reshape society

What is Gamification?

“Gamification is the use of game design techniques[1] and mechanics to enhance non-games”

What is Gamification?

“Gamification is the use of game design techniques[1] and mechanics to enhance non-games”

“Adaption / adoption of game thinking and mechanics to engage gamers in non-game environments and solve problems”

Gamification mechanics

• Competitiveness (male)• Collaboration (female)• Exploring• Sharing • Rewards• Achievements / Leveling up• Positive reinforcement loops• Adaptive difficulty

Competitiveness

• Weightwatchers• Brain Training– Brain Age

• Wii Fit• City Peaks– Office Stair Hikes– RFID / Oyster cards

Sharing

Reward

Reward

• Ford SmartGauge• Virtual Pet

Leveling Up

Positive feedback loop

• Stockholm, Sweden• Speed Camera Lottery• Prizes funded by speeders

Average speed32 km/hr -> 25 km/hr

Involvement

Bridging the virtual divide

• Sharing• Rewards– Badges

• Leveling up– Becoming the mayor

• Explore• Pairing virtual rewards

with real activities

Lessons learnt from the digital world

• Measure or Die– Metrics and Analytics– Measure everything– Release MVP and iterate– AB test– Games as a service

• Virality / Social graph• Engaging with community– Cross Promotion

The next generation

ConsoleWiiU / Xbox 720 / PS4Cloud / Streaming

MobileBrowserIPTVSocial

The next generation

Everything online Sensors everywhere

CamerasNearfieldWifi/cell/GPSAugmented Reality

Migration to Virtual Worlds

A vision of the future

MetaGame Black Mirror : 15 Million Merits Published November 9th 2010 by AmazonEncore

References

TED talks :Jane McGonigal: Gaming can make a better worldGabe Zichermann: How games make kids smarter

DICE talk:Jesse Schell : When Games Invade Real Life

Contact

Jonathan Newthjonathan@tenshi.co.ukm: +44 7771 558545

www.tenshiconsulting.comwww.tenshiventures.com