rtcrm gamification
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Overview of Gamification; what it is, how it works, and why.TRANSCRIPT
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Gamification
Digital Integration & InnovationAugust 2011
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The forecast
RTC Brainstorm
What is Gamification
The Psychology
Common Features
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Before We Begin…
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72% play video games
Of people between the ages of 6 and 44
For an average of 18+ hrs/wk
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5.93 billion yearsWoW players have collectively spent solving virtual problems
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Definition
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The use of gameplay elements in non-game applications
Executed by: • Adding game mechanics, generally as a
reward system, to an existing platform
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
For purposes like:
Education and
Awareness
Developing and
Encouraging Behaviors
Motivating Continued
Use
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Psychology
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The psychology behind Gamification
Major obstacles to behavior:• Gap between performance and results• Lack of immediate feedback
Overcome these obstacles by:• Tapping into innate desires for:
• Power • Status• Achievement
• Updating players at short term intervals
“Gamification works to satisfy some of the most fundamental human desires: recognition and reward, status, achievement, competition and collaboration…”
Douglas Karr, MarketingTech Blog
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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Motivation through reward
“If you give people money, it often messes up their mentalities and encourages cheating…But if you challenge people and reward them for good behavior, it gives them self-esteem.”
Esther Dyson,Investor – HealthCare 2.0
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Immediate notification or
reward
Results trigger response in the mind of user
Reinforce the behavior
Short-term rewards that encourage long-term participation
Motivation through reward
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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“Employees could contest each other to reach various statuses
first, or they can motivate wellness initiative peers to get healthier by gifting an online
calorie counter.”
William Ng, Incentive Mag
Motivation through competition
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Motivation through competition
Everybody wants to be the best
Encourage increased engagement through:• Ranking• Leveling
Fuel the will to participate by:• Showing users what others are doing • Illustrating how close they are to a milestone
Add a “physical” component• Collectibles can be used for bragging rights
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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“it’s about creating a long-term engagement with the consumer that moves them along what we
call, ‘the player journey’ – the long-term emotional engagement
of the user with the brand.”
Gabe Zichermann,“Game-Based Marketing”
Motivation through interactivity
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Connection Loyalty
Habitual Action
Reinforced Behavior
Motivation through interactivity
Speak directly to the customers
• Congratulate them on their accomplishments encourage them to keep going.
• As they begin to feel connected, their participation should increase.
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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Common Features
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Point systems
A simple reward for completing certain behaviors or viewing content
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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Badges
Status symbols commemorating achievements
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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Leaderboards
Competition in its simplest form
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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Progress bars and maps
Let people know how close they are to “winning”
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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Progress maps
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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Trash Talk Support
Communication
“Trash talk” and encouragement fuel participation
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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Communication – not always pretty…
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Gamification in kids versus adults
Fully Developed games for kids, practical applications for adults
Young Children/teens• Full games make learning fun • build brand loyalty from a young age• interactivity and immersion
Adults• Quick, pickup and putdown platform• Simple and intuitive user-experience• Target behaviors that people often don’t
have time to track
Sources: CBS19.tv, EyeforPharma.com, Facebook.com, Foursquare.com, LinkedIn.com, Nike+.com, NPR.org, UXMag.com, TheGlobeandMail.com, Twitter.com, UXMag.com, Wikipedia.org
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