gamification - the new blacktechnicalcommunicationuk.com/wp/wp-content/uploads/... · marc leblanc...
TRANSCRIPT
Q: What is that you do?
A: I write user documentation.
Q: What’s that?
A: Erm… I document software
applications.
Q: Oh, you are a developer?
A: Not really. I write instructions.
Q: Zzzzzzzzz
A: I write user help.
Q: Zzzzzzzzz
A: Forget it.
Once upon
a time… Disclaimer #1 Domain expertise and
Wing Chun primeR
Domain Masters
Marc LeBlanc Jess Schell Richard Bartle Kevin Werbach
Jane McGonigal Gabe Zichermann Amy Jo Kim Yu-kai Chou
gamification is…
the use of game elements and
game design techniques in
non-game contexts
Kevin Werbach
gamification is…
the process of using game
thinking and game dynamics to
engage audiences and solve
problems
Gabe Zichermann
Current Business Application
Marketing, Sales, Customer
Engagement
HR, Productivity, Crowdsourcing
Behaviour change (health and
wellness, sustainability etc.)
Adopted from Kevin Werbach
Driving customer
engagement
My Starbucks Rewards Little Big Planet 3 Trailer
Improving grades-
education
Digitally Assisted Class
Augmented Reality
Driving behaviour change – social
responsibility
Eight Kinds of Fun
by Marc LeBlanc
Sensation
Game as sense-
pleasure
Fantasy
Game as make-
believe
Narrative
Game as unfolding
story
Challenge
Game as obstacle
course
Fellowship
Game as social
framework
Discovery
Game as uncharted
territory
Expression
Game as soap box
Submission
Game as mindless
pastime
How is it done? –
gamification towards solving the world’s
greatest problems
http://vimeo.com/9
094186
Gamification for Master Builders*
Level 1: Define business objectives
Level 2: Delineate target behaviours
Level 3: Describe your players
Level 4: Devise activity loops
Level 5: Don’t forget the fun
Boss Fight: Deploy the appropriate tools
*Also known as 6D Gamification Design
Framework by Dan Hunter and Kevin Werbach
Level 1: Define business objectives
Why are we doing gamification?
We want to get new users gain
foundational knowledge
We want to get our users make a
habit of following installation
instructions
Level 2: Delineate target behaviour
What are our ‘win states’ and how do
we know?
Background analytics
T-shirts to ship on completion
Certificates of completion printed
Something else?
Level 3: Describe your players
Bartle’s Model of Player Types
What do we know about the players
(traditional audience analysis) + motivation
world players
acting
interacting
killers achievers
socialisers explorers
Level 4: Devise activity loops Plan the player journey:
progression loop mastery
Ground 0
onboarding
boss fight
boss fight
Boss Fight: Deploy the appropriate tools
*adopted from Kevin Werbach
The Pyramid of Elements*
Dynamics
Mechanics
Components
Mechanics: Processes to drive game dynamics forwards
• Challenges
• Chance
• Competition
• Cooperation
• Feedback
• Resource
• Acquisition
• Rewards
• Transactions
• Turns
• Win States
Components: Basic blocks for both game mechanics and dynamics
• Achievements
• Avatars
• Badges
• Boss Fights
• Collections
• Combat
• Content Unlocking
• Gifting
• Leaderboards
• Levels
• Points
• Quests
• Social Graphs
• Teams
• Virtual Goods