gamification - natural born players
TRANSCRIPT
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GAMIFICATIONNATURAL BORN PLAYERSHack the mind, open the heart and change the
business
G I A N L U C A F I S C A T [email protected] me: @gian4gian
Lezione tenuta il 5 Marzo 2015 all’Università degli Studi di Milano per l’esame di “Social media e digital marketing” del “Corso di laurea in Management dell’innovazione e
imprenditorialità”
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GIANLUCA FISCATO
Dottorato in Comunicazione e Marketing
Co-fondatore di FrogMarketing la prima rete di freelance italiana
Esperto dei processi strategici di trasferimento di conoscenza
interni all’azienda
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GAMIFICATIONMODA, CA@@LATA O PARTE
DELL’UOMO?
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CAMMINANDO
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LA CAMERA DA SISTEMARE
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LA CANTINA
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ELEMENTI DELLA GAMIFICATION
Mistero Punteggi
StoriaAvatar/Personaggi
OpportunitàBadge
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Chiamiamo gamification l’uso di elementi e schemi di gioco in contesti inusuali al fine di migliorare il comportamento e il coinvolgimento di un target di persone
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GLI UFFICI DI PIXAR
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IL CAMPUS DI GOOGLE
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LA SEDE SVIZZERA DI GOOGLE
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• PIANO STAIRSHTTP://YOUTU.BE/2LXH2N0APYWTHE WORLD'S DEEPEST BINHTTP://YOUTU.BE/CBEKAWCOCKWBOTTLE BANK ARCADE MACHINEHTTP://YOUTU.BE/ZCT_MZSNIUKTHE SHOPPING CARTSHTTP://YOUTU.BE/BSNOZKOXF20
THE FUN THEORY
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…quando ero piccolo e andavo in macchina immaginavo di tenere in mano una grossa falce e di abbattere tutti gli alberi e i pali e persino affettare tutte le colline che passavano veloci davanti al finestrino.
- Jack Kerouac – Sulla Strada
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SERIAMENTE GIOCOSO___
GIOCOSAMENTE SERIOSO
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GAMIFICATIONPERCHÈ E QUANDO
Quando?• Crisi dei modelli, delle strategie e processi esistenti• Ottimizzare, migliorare o difendere i modelli, le strategie e i processi
esistenti• Raccogliere informazioni per lanciare una tecnologia o un prodotto
nuovo• Preparazione al futuro, preparare al cambiamento interno• Comprendere e affrontare un problema
Perché questi strumenti?• Rendere tangibile la novità• Rendere tutto più chiaro• Coinvolgere le persone
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LE 3F DELLA GAMIFICATION
Feedback
Friends
Fun
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OGNI GIOCO È GAMIFICATION?
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1.AUTENTICITÀ
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FOURSQUARE VS
STACK OVERFLOW
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IL GIOCO AMPLIFICA NON INVENTA
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2. COMPETENZA
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Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. With games, learning is the drug.
Raph Koster a theory of fun for game design (2005)
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IL GIOCO DEVE ESSERE INTRINSECAMENTE
MOTIVANTE ED ESTRINSECAMENTE
PREMIANTE.
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1. OBIETTIVI
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2. REGOLE
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3. SFIDE
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3. AUTONOMIA
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OGNI AZIONE VOLONTARIA È UN GIOCO, OGNI AZIONE IMPOSTA È
UN LAVORO
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COME AGIRE SULL’AUTONOMIAPochi elementi ma base!
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DIY: GAMIFICATION
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1. STIMOLA IL CANALE VISIVO
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VISUAL STICKS IN THE MIND.
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2. ALTERNA VIRTUALE E FISICO
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3. PERSONAGGI
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4. OBIETTIVI
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5. METAFORA
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6. DEFINISCI LE REGOLE
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1.Comprendi il problema e il contesto
2.Comprendi i giocatori
3.Definisci criteri e obiettivi
4.Scopri la metafora
5.Regole
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APPROFONDIMENTI
Queste slide sono basate su “Gamification e Storytelling” presentata a BTC Expo 2014:• http://www.slideshare.net/btcexpo/gamification-e-storytelling
I video presenti in queste playlist hanno ispirato storie e riflessioni:• http://www.youtube.com/playlist?list=PLUMhqR-AJqaiwcjSytm3M7J
WlyzlCdTJO• http://www.youtube.com/playlist?list=PLOqLQfu5ZEiUodOpqucklK-
pMGqHDP6Vf
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Gianluca Fiscato
3407331345
Lezione tenuta il 5 Marzo 2015
all’Università degli Studi di Milano per l’esame di “Social
media e digital marketing,” del
“Corso di laurea in Management
dell’innovazione e imprenditorialità”