THE DEVELOPMENT OF GAMIFICATION

By: Robin Steele

HISTORICAL OVERVIEW Definition: the use of game design techniques,

game thinking and game mechanics to enhance non-game contexts.

50% of organization will gamify their innovation processes by 2015

The first “games” Loyalty Clubs Frequent Flier miles

THE BASICS OF GAMIFICATION

Game Mechanics Points Badges Levels Leaderboards Challenges

Game Dynamics Rewards Status Achievement Competition Altruism

THE FIRST GAMES

CASE EXAMPLE #1-PEPSI SOUND OFF Pepsi created a gamified social network

centered on the TV show The X Factor.

Pepsi Sound Off

CASE EXAMPLE #2-THE HUFFINGTON POST

The Huffington Post has created a social news service called “Predict the News,” which allows users to respond to questions accompanying an article.

The Huffington Post-Predict the News

EXPERT INTERVIEW

Professor Dan Hunter

Professor at New York Law School Expert in internet law, intellectual

property, and artificial intelligence and cognitive science models of law

Taught an MBA course on gamification at University of Pennsylvania’s Wharton School.

INTERVIEW QUOTES “There is no blue print that explains how to

implement gamification, but rather a company must think about the different ways they can engage their customers.”

“It is vital that people not only understand what gamification is, but how to properly implement it into an existing business model.”

“Overall it’s the general process of appealing to people’s fun side. It’s a practice.”

CRITICS OF GAMIFICATION Buzz World Over-hyped Replacement of intrinsic motivation Addiction/Compulsion

“The critics are right in that gamification is a hype word and soon we won’t talk about it as a separate entity. My argument is that any good marketer must know what their customers will respond to and gamification is just an extension of this knowledge.” -Hunter

THE FUTURE OF GAMIFICATION An integrated part of business rather than a

separate entity. Impacts almost every industry and consumer

segment. Integrating these tech startups into larger

companies to maintain these social platforms.

Gigya

CONT… Gamification can also be used internally to motivate

employees to engage in a specific behavior.

In order to stay ahead of the competition companies must determine how to successfully integrate gamification into their business model.

Successful implementation will motivate consumers to interact with the brand and motivate employees to create optimal brand value for the consumers.