gamification: certification workshop

gabe zichermann @gzicherm

Gamification.Co

Gamification is: the process of using game thinking and game mechanics to solve

problems and engage users

gamification is not just

DESIRE

MASTERY

DESIRE INCENTIVE CHALLENGE ACHIEVEMENT/REWARD FEEDBACK MASTERY

DESIRE INCENTIVE CHALLENGE ACHIEVEMENT/REWARD FEEDBACK MASTERY

}SOCIAL

DESIRE INCENTIVE CHALLENGE ACHIEVEMENT/REWARD FEEDBACK MASTERY

}SOCIAL

DESIRE INCENTIVE CHALLENGE ACHIEVEMENT/REWARD FEEDBACK MASTERY

}SOCIAL

BEHAVIOR (MASTERY) LOOP

NOVICE

PROBLEMSOLVER

EXPERT

MASTER VISIONARY

Stages of Mastery

THE RULES OF MASTERY

1. NOT EVERYONE WANTS TO BE A MASTER

2. PLAYERS SHOULD BE ABLE TO STOP/LEAVE AT ANY POINT

3. TOP LEVELS ARE OFTEN A DIFFERENT GAME ENTIRELY

CC PHOTO COURTESY OF LIBERATO FROM

weight watchers

The Player

The Company

The System

1. Foundations

2. Analysis, Creation, Problem Solving

3. Produce Architecture

4. Reviewed by Experts

5. Certificate Granted

AGENDA

REUSABLE METHODOLOGY, PROCESS, SYSTEM THINKING

WORKING ON YOUR PROJECT

1. Player Story

2. Metrics and Objectives

3. Levels of Mastery

4. Point system framework (first assay)

5. Story arc

6. Badging, levels

7. Leaderboards

8. Onboarding experience

9. Test & Rollout plan

WHAT'S IN A DOCUMENT?

PARTIAL CLIENT LIST

MOTIVATION

BARTLE’S PLAYER TYPES

ACTING

INTERACTING

PEOPLE ENVIRONMENT

KILLERS

SOCIALIZERS

ACHIEVERS

EXPLORERS

JON RADOFF'S TYPES

AGE & GENDER

CC PHOTO COURTESY OF SEANDREILINGER FROM

FUN THINGS

WRITE ONE FUN THING YOU'VE DONE IN THE PAST SIX WEEKS. REMEMBER: ANYTHING CAN BE FUN - TO YOU.

LET'S PLAY: FUN STUFF DODGEBALL. 10PTS/5X

MY SCORE: WHAT’S YOURS?

TEAMS

CREATE TEAMS. NAME YOUR TEAM. NOTE YOUR BARTLE TYPES.

WRITE THE PLAYER STORY

WRITE THE STORY OF ONE PLAYER IN ONE PARAGRAPH, e.g. “SUSAN IS A 30 YEAR OLD WORKING MOTHER WHO LIKES THEATRE AND THE NEW YORK TIMES ON SUNDAY...”

PLAYER STORY DETAIL

HOPES

ANXIETIES

TECHNOLOGY

MEDIA

FREE TIME

THE COMPANY SESSION

1. GET ALL THE KEY STAKEHOLDERS IN THE ROOM

2. WHAT ARE WE TRYING TO ACCOMPLISH?

3. GAMFIICATION BASICS 4. ASK KEY QUESTIONS (CONTEXT,

SUCCESS METRICS)

PHOTO COURTESY OF ECHINER1 FROM FLICKR

MY COMPANY... IS DEVELOPING... TO SOLVE PROBLEM... FOR USER... WITH SECRET SAUCE...

COMPANY MAD LIBS

BUZZWORD BINGO: 25PTS/WINNER

SPIDERWEB

PLACE YOUR BRAND/PRODUCT IN THE CENTER AND CONNECT IT TO ALL THE RELATED BRANDS, PRODUCTS AS YOUR CANONICAL PLAYER VIEWS THE WORLD. CONNECTIONS CAN GO MULTIPLE TIERS DEEP.

1. Engagement (recency, frequency, duration, virality, ratings)

2. Leads

3. Revenue/Sales

4. Buzz/PR

5. Social media mentions

DEFINING THE WIN

}MEASURABLE

NET PROMOTER SCORE (NPS): HOW LIKELY WOULD YOU BE TO RECOMMEND ______ TO

YOUR FRIENDS? (SCALE: 1-10)

CURB YOUR ENTHUSIASM

STATUSACCESSPOWERSTUFF

STATUS

ACCESS

POWER

STUFF

REWARDS

IDEATE 3-4 REWARDS YOU CAN OFFER YOUR PLAYERS THAT ARE AFFORDABLE AND SCALABLE IN EACH CATEGORY.

WHY PEOPLE PLAY MASTERY DE-STRESS FUN SOCIALIZING

FOUR TYPES OF FUN

HARD FUN

EASY FUN

ALTERED STATES

SOCIAL FUN

LAZZARO “WHY WE PLAY GAMES”, 2004

FLOW / “IN THE ZONE” (CZIKSZENTMIHALY)

REINFORCEMENT SCHEDULES

THE TYRANNY OF CHOICE (SCHWARTZ, 2004)

INTRINSIC VS EXTRINSIC MOTIVATION

DAN PINK- CASH IS A WEAK MOTIVATOR FOR COMPLEX TASKS

DR JOHN HOUSTON - COMPETITIVE PEOPLE ARE SELF-DESTRUCTIVELY COMPETITIVE

OVERJUSTIFICATION, REPLACEMENT - REPLACING INTRINSIC WITH EXTRINSIC REWARDS IS EASY

GOOD DESIGN FEELS INTRINSIC

MECHANICS

RANK TOP 5 USER ACTIONS

ADVOCATEARGUECOMMENTCOMPARECOMPETECURATEDANCE EXPLOREEXPRESSFLIRT

GIVEGREETHARASSHELPJOINLIKEPOKERATEREADRECOMMEND

SHARESHOW OFFTAUNTVIEWVOTEYELL

RANK THE 5 USER ACTIONS YOU MOST WANT YOUR USERS TO TAKE

1. Facebook

2. Twitter

3. LinkedIn

4. Draw Something

5. Airline/Hotel Loyalty Program

REVERSE ENGINEERING

1. How do you keep track of score (points)?

2. How are levels defined?

3. What badges or progress systems are used?

4. How are challenges shown/surfaced?

5. Leaderboards: What do they look like?

6. How do they re-engage users? What’s the social loop?

7. What’s fun about it?

REVERSE ENGINEERING

ONBOARDING

SCRIPT THE FIRST :60 OF USER EXPERIENCE IN DETAIL.

1. Grab dice game/chart

2. Ideate a handful of workable ideas

3. Compile this into a one paragraph description of your gamified app that describes its purpose and what's novel/engaging

DESIGN IDEATION

TOP PITCHES: 50PTS/WINNER

1. Iterate

2. Internal Agreement

3. Proposed Architecture

4. Submit for Review

5. Feedback Provided

6. Certificate Granted (yay!)

NEXT STEPS

engagementalliance.org/submit

gamification: certification workshop

gabe zichermann @gzicherm

Gamification.Co