Massive user engagement through gamification

PressStart

PressStart

For the Win!

CONGRATULATIONS!You understand the concept of gamification and how you

can apply it for your business

Workshop

Learn Apply Pitch

Learn about gamification and the 6 success factors in getting your users

engaged

Discover how a gamified approach can help you drive user engagement

Share your insights how you can use a

gamified approach to motivate your users

Homo ludens

Play is freedom, is not ordinary or real, happens outside ordinairy life, creates order and is not connected to material interest

Magic circle: stepping in the game voluntarily, suspending the rules of the real world and accepting the rules of the game. Basis for game thinking and design ever since

We play our whole life

The concept of play starts early in life... and never goes away

No matter what age

Nowadays gaming is a widely accepted pastime regardless the age. Whatever generation. From baby boomer to gen Y in any shape or form.

Millenials are more attuned to video or mobile gaming. Other generations want to play just like any other, however they need better onboarding to start enjoying digital games

No matter what culture

No matter what culture, race or gender

Play is all around us. From sweepstakes, party games, serious games, gaming

Not gamification

Gamification is about applying game elements and game design techniques in a non-game context. a non-game context that drives a business objective in a fixed amount of time. With a beginning and an ending

The proliferation of mobile games, game consoles and PC gaming has nothing to do with gamification.

Gamers get it

Game players as urgent optimists who are part of a social fabric, engaged in blissful productivity, and on the lookout for epic meaning

Engagement with games comes in 4 categories:

1. Compete: challenge, win, showoff2. Express: build, create, design3. Explore: Collect, rate, review4. Collaborate: Share, help, support

Drive

Carrot and sticks no longer work

Get people intrinsically motivated by tapping into their

1. desire to direct their own lives; autonomy

2. the urge to get better and better at something that matters ; mastery

3. the desire to do this in the service of something larger than ourselves; purpose

Successful gamification requires a clear understanding of desired behavior connected to your business objectives and knowing who your users are

Dangers / side effects / Risks

Corn syrup

Risks

Overjustification

Too many extrinsic tangible awards

Coerced play

Repurposing

Cheating

Six elements of success

For the win!

A state that your players aspire for and is

challenging to reach

ChoicesFreedom for the players to voluntarily choose how to

reach the win state

PurposeConnecting to player’s

personal goals, passion or higher purpose

RewardsProvides players a sense of

accomplishment intrinsically or extrinsically to drive desired

behavior

progress..

FeedbackKeeps players engaged with instant insight in progress

and performance

FunFun because it is

challenging, unexpectantly rewarding or connect strongly to purpose

3Target behavior Players

Describe your key player (demographics, ambitions,

motivation & beliefs)

Desired user behavior linked to relevant business

outcomes

Game design

Define the 6 elements to drive your player towards

target behavior

“Apply” Workshop

1.Target behavior

Desired behaviors

Business outcomes

Describe the behaviors you want your users to display. Be specific! Describe the ultimate business outcome(s) you expect to drive with achieving the target behavior(s)

2.PlayerDemographics

Psychographics

Motivations & beliefs

Player type

Describe:-Behaviors-Preferences

Describe:-Age-Gender-Place-Occupation-Income

Describe:-Needs-Motivations-Interactions

Select applicable type(s) based on the above:-Express-Compete-Explore-Collaborate

3.Game design

For the win!What is it that you want the player to be really

good at and what challenges will the player face while progressing to the win state?

ChoicesWhat choices will the player have to decide how to progress towards and reach the win

state?

FeedbackWhat kind of instant and juicy feedback will

you provide to inform the player of its progress and accomplishments?

RewardsWhat kind of tangible or intangible rewards

will you provide the player for both progression and accomplishments? Think about expected and unexpected rewards

PurposeHow will the win state, the challenges and the

choices connect to the player’s personal beliefs, motivation and interests?

FunHow will your game be fun for the player?

Ready player two?

Our experienceA selection of brands and companies we worked with

Press StartPress StartMaking your business more engaging

Drive behaviorBusiness impact

Platform independent