Gamify your experience

Based on two rich posts 1 2by @TomHumbarger

Summary by @leosorge

INTRODUCTION

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A definition of Gamification

(Gamification is the process of using)game thinking + game mechanics to solve problems to engage users. According to Wikipedia

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A definition of Gamification

The applied use of elements found in gaming for non-game consumer applications, products and other related services According to Margaret Wallace

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The Gamification Explosion 2010-2011

Before August 2010, the term rarely appeared in the Google search timeline. Starting in January 2011, its popularity has remained very high, including 2 big spikes in January and August. 5

Gamification examples

● Foursquare● Shopkick● Recyclebank● CrowdTwist● Badgeville● Bunchball● Farmville (Facebook supported)● Mafia Wars (Facebook supported)

Real Vs. Virtual Rewards: The Battle Over Consumer Motivation6

Gamification on the front-side burner

● M2 Research pegs the current gamification market at $100 million in 2011

● Client implementations in 2011 focus on: ○ user engagement, 47%○ brand loyalty 22%○ brand awareness 15%

● The market is estimated to grow to $2.8 billion by 2016

Nearly 400 attended the event on-site, while approximately 200 watched sessions via live stream, at the second annual Gamification Summit September 15-16, 2011 in New York City 7

Matching up game mechanics (points, challenges, etc.) with human desires. Most of the mechanics also impact other areas of human desire (Bunchball).

Mechanics Vs. Primary human desires

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Four Players in the Mud of the '90sRichard Bartles studied MUD player types in the late 1990′s and came up with 4 types of players:

● killers● achievers● socializers ● explorers which demonstrates the need to know your audience.

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DESCRIPTION

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The 5 key points of Engagement #1

The five measures of engagement

● recency ● frequency ● duration ● virality ● ratings According to Gabe Zichermann 11

The 5 key points of Engagement #2

● recency (When was his last visit?)

● frequency (How often does he visit?)

● duration (How long does he stay on the sight when he visits?)

● virality (How often does he share content on the site?) (How much

is his sharing amplified through their network?)

● ratings (how often does he rate content on the site?)

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The five key points:

● the five measures● movitation drives engagement● fun sells● loyalty decisions are public today ● game designers motivate players According to Gabe Zichermann

The 5 key points of Engagement #3

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The 24 and the 47

● The Gamification Wiki lists 24 different game mechanics (as of Nov. 7, 2011)

● SCVNGR's 47 unique game mechanics (as of Nov. 7, 2011)*

Both of these lists can be used to brainstorm on adding new features and elements to any website or community (*) based on an article published on TechCrunch by @erickschonfeld last year

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The flow zone for marketers● the flow zone is the state between anxiety and boredom● games cannot be ‘too easy’

as they need friction to be fun● people want status, access, power

and/or free stuff● virtual rewards are difficult to value ● (so) marketers should prefer status, access and power● serendepity is bad, design is good According to Gabe Zichermann 15

Attaching a measure to anything Turns it into a game

How do we get people to fall in love with our app?How do we get people to stay in love with our app?● By motivating consumer behavior

through game mechanics● Mechanics to Psychology● Move beyond points & badge mechanics● Time tracking● Social proof (my sister uses it),

stories (behind any achievement) According to Stephen Anderson 16

Mechanics to Psychology According to Stephen Anderson

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Gamification:Gaming for non-game appsThe applied use of elements found in gaming for non-game consumer applications, products and other related services According to Margaret Wallace

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PLANNING

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(Community) Members' Game Needs

● Reward● Status● Achievement● Recognition● Competition● Altruism● Self-expression All gamification techniques should satisfy community and non-community members’ human needs listed here 20

Mechanics: context, meaning and overall progressionUnderlying interlocking systems that form the engine of an experience in order to communicate a sense of context, meaning and overall progression or The sense of context, meaning and overall progressioncommunicated via an engineformed by underlying interlocking systems According to Margaret Wallace

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Four Key Engagement Styles According to Margaret Wallace

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Timing: moment-by-moment interactions

● What is the pacing of the game?

● What are the major milestones of the game?

● Is the game driven by results?

According to Margaret Wallace

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COMMUNITY

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1 Community Gamification

1.1 Robust profile system1.2 Point system 1.3 Leaderboards 1.4 Badges1.5 Content rating & sharing

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Presentation Flux

If you already have an idea about gamification, please proceed to the next slide

then after slide #27go to the final slide

If you DON'T have an idea about gamification, please jump to slides 28-35

then read slides 21-27.

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1.1 Robust profile system

● self-expression● status● achievement

Robust with the option to upload a picture and have free form bio descriptive fields. Ability to link my profile to my Twitter, Facebook and LinkedIn profiles and possibly use single-sign-on use those services. Keeping a history of a user’s activity, badges and points. Creation of virtual friendships or groups within the community site.

According to Margaret Wallace

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1.2 Point system

● competition● achievement● reward● status

Customizable point tracking and calculation. Experimenting rewarding members for recentness, frequency and duration of their visits, Experimenting creating, rating, sharing of content (discussion is a content) on the site or in their social networks

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1.3 Leaderboards

● reward● status● achievement● recognition● competition

Customization in the leaderboards. Multiple leaderboard; for example, I may want a weekly, monthly and all-time versions of the leaderboard to post in different parts of the community site. 29

1.4 Badges

● status● achievement● reward● recognition● competition● self-expression

Recognition to members through badges to display. Community managers can create different badges, including limited edition or special occasion badges.

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1.5 Content rating & sharing

● altruism● self-expression

Content ratings. Making it easier for users to share them and to search for content based on the rating.Content sharing. Members must be able to easily share content they like within their social networks, via bookmarking sites and by email.

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Future Challenges

● competition● reward● achievement

As a phase 2 implementation, start thinking about how to incorporate challenges while implementing the other elements noted above.

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2. Community Gamification Process

2.1 Audience Questions 2.2 Goals2.3 Measures of Engagement2.4 Suggestions

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2.1 Community Audience Questions

2.1.1 community2.1.2 members2.1.3 profiles 2.1.4 sharing

Before you can add gamification, you need to really understand your community, members, profiles, and sharing model.

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2.1 Community

● Open or closed? ● Professional, social, support,

informational, hybrid or something else?

● How do you want members to use it?

Before you can add gamification, you need to really understand your community, members, profiles and sharing model.

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2.2 Members

● How many do you have? ● How many do you add in a wk/mth?● What is the typical profile?● How engaged are your members? ● How do you measure engagement? ● What motivates to join, participate

and stay engaged?

Before you can add gamification, you need to really understand your community, members, profiles, and sharing model.

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2.3 Profiles

● Do you have robust profiles? ● Are member profiles searchable? ● Do you have a way for members

to add their Twitter or Facebook accounts to their profiles?

Before you can add gamification, you need to really understand your community, members, profiles, and sharing model.

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2.4 Sharing

● Can members ‘friend’ or message other members?

● How easy is it to share content on other sites?

Before you can add gamification, you need to really understand your community, members, profiles, and sharing model.

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2.2 Community Goals

2.2.1 What Goals?2.2.2 What Measures?2.2 3 What measure tracking? 2.2.4 Any Gamification elements today?2.2.5 Any support for gamification elements?

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Community Engagement

Measures of Engagement

for a Community Go back to slide 9

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Free Additional Resources ● Gamification Wiki● Gamification Blog● Digest of Gamification● Gamification Research Network● Gamification 101● Gamification in real time from Twitter● What is Gamification Really?● The Gamification Backlash● Gamification Research Network● Gamasutra● Semantic Foundry Survey of Gamification...

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