Gamification : A Framework for Community Engagement.

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Presentation transcript:

Gamification : A Framework for Community Engagement

Me Mini me

The Challenge

Don’t Ask Don’t tell

Warning! Hype Cycle Ahead

Gamification isn't new

An established framework

The Current Model(so far) Points * Don’tPlayGamesWithMe,SebastianDeterding Tracking & Feedback Badges Goals, Rewards, Status Leaderboards Comparison, Competition Incentives Rewards

Gamification: What it used to mean A game is a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome. Rules of Play: Game Design Fundamentals Katie Salen & Eric Zimmerman

Gamification: What it means today Gamification as the infusion of game design techniques, game mechanics, and/or game style into anything. This definition is purposely broad to support the many uses of the word. The Gamification Wiki

Where is this going? Gartner Says By 2015, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes ResearchKart says Gamification industry to grow to a 3.6 billion dollar market between

Gamification Battleground User Interests Business Interests The “Sweet Spot” Users gaming the system Users that will play anything * Buster Benson

A Framework: 4D DiscoverDesignDevelopDeploy * ME!

Discover : Why? Sample questions 1.Why are you “Gamifying” your product/ service? 2.How does this benefit your user? 3.Is there a skill to be learned? If not, gamification probably won’t help. 4.Are you trying to make a game instead?. 5.What are the goals of the business? 6.What actions do you want your users to take to support these goals? 7.What if it goes wrong? 8.What do you need to measure and know? 9.What are the goals of the people using the product/service? 10.What kind of experience are you looking to create?

Discover : MVP/Metrics

Design : Define the player & motivations “Intrinsic & Extrinsic motivation doesn’t exists…They are taking many diverse human needs and motivations, putting them into just two categories, and then saying one type of motivation is better than another…” Stephen Reiss, Researcher & Professor of Psychology Ohio State

Design : Defining the player & motivations What We “Really” Want What We “Really” Want Autonomy Mastery Order Tranquility Honor Winning Meaning Sensuality Physical Activity Romance Status Power Social Contact Collecting Acceptance Family Our Basic Desires Who am I? The 16 Basic Desires that Motivate Our Actions and Define Our Personalities ~Stephen Reiss

Design : Defining the player & motivations Autonomy, Mastery, Purpose ~Drive, Dan Pink PERMA ~Flourish, Martin Seligman SAPS ~Gabe Zichermann Why We Play Games & The 4 Keys to Fun ~Nicole Lazzaro Lifecycle design : Sustainable Social systems ~Amy Jo Kim

Design : Defining the player & motivations FLOW ~Flow, Mihaly Csikszentmihalyi

Design : Define the path to Mastery *Smart Gamification, Amy Jo Kim

Design : TEST!

Develop: DIY?

Deploy!

It’s not magic

Where are they now? Huffington Post: Spurned by the community! But still hanging on…. Google News: Faded into obscurity? Does anyone care?

Badges are pretty important to these guys

Next steps 1.Do the research 2.Define the experience 3.Implement a point system and refine it first (Easy WIN!) 4.Ask a professional 5.Build, Test, Refine, etc… etc

Thanks !

Recommended Reading Reality is Broken ~ Jane McGonigal Predictably Irrational: The Hidden Forces That Shape Our Decisions ~Dan Ariely Drive ~Dan Pink FLOW ~Flow, Mihaly Csikszentmihalyi Flourish ~ Martin Seligman The Art of Game Design: A book of lenses ~ Jesse Schell A Theory of Fun for Game Design ~Raph Kaster Papers on: Why We Play Games & The 4 Keys to Fun ~Nicole Lazzaro Slides on : Lifecycle design : Sustainable Social systems ~Amy Jo Kim

People Sebastian Deterding Buster Benson Dustin DiTommaso Amy Jo Kim Nicole Lazzarohttp:// Gabe Zichermannhttp://dopa.mn/

References/Credits Images : All images and logos are owned by their respective copyright owners. Thanks for the use Game designer: Open Graph: Twitter revolution: Starbucks: Photo by Ben Adams. Difference chart Boy scout 8 ball Awesome Smileys Unicorn Pillow Eightball Scott Pilgrim Carrot Crossover Turtle References Hype Cycle Gartner predictions Resaerchkart Report generation-brandproduct-advertising-through-embedded-gaming/ generation-brandproduct-advertising-through-embedded-gaming/