Gamification, Motivation

and Loyalty

Andrzej Marczewski

@daverage Gamified.uk

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Level 1What is

Gamification?

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What people think

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Reality

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What is Gamification?

It is not about turning everything into a video game!

The application of game mechanics to non game tasks to improve motivation, promote engagement or to drive desired behaviours.The standard description

The process of making activities more game-likeProf Kevin Werbach

Gamification n. A stupid term invented by ninnies to describe half-assed attempts to make boring things more interesting.Jesse Schell, Games Designer and Author of The Art of Game Design: A Book of Lenses.

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In a nutshell

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Level 2Why should

we care?

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Why Gamify? - Headlines

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Why Gamify? - Really

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Level 3Some basics

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The Usual Suspects

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Feedback

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In-TimeMeaningful

Relevant

Rewards /

Feedback

Level 4People &

Loyalty

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What motivates people?

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Base

Emotional

Trivial

Relatedness

Mastery Purpose

Autonomy

Security Physiological

Needs

Badges

PointsLeaderboards

Prizes

Health

Bonuses

Safety

People are all different

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Disruptor

Player

Change

Reward

Marczewski’s User Type Hexad © 2015

Loads of game inspired ideas

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This is not loyalty

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Real loyalty

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Put them at the centre of everything.

Give them value and value them.

Give them a reason to trust you.

Give them quality service.

“Real loyalty is a little

bit like love – it is

irrational and hard to

find.”

Level 5

Who uses it?

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Examples

Recycle Bank

Zombie Based Learning

Super Better

Harrods

Fitness Apps / Bands

Genes in Space

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GAME

Bonus Round

Take aways &

Questions??

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Takeaways...

Gamification is not a magic bullet.

Games are powerful.

Game mechanics can engage

users over short periods.

All users are different.

Loyalty takes more than bribery!

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Game Over man,

Game over!

Andrzej Marczewski

@daverage

Gamified.uk

Thank you