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Gamification:
A Framework for Community Engagement
Me
MannyAcevedo.com
@MannyAcevedo
[email protected]
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)
Badges
Goals, Rewards, Status
Leaderboards
Points
Comparison , Competition Tracking & Feedback
* Don’tPlayGamesWithMe,SebastianDeterding
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 http://www.gartner.com/it/page.jsp?id=1629214s
ResearchKart says Gamification industry to grow to a
3.6 billion dollar market between 2012-2017
http://researchkart.wordpress.com
Gamification Battleground
The “Sweet Spot”
User
Interests
Users gaming the system
Business
Interests
Users that will play anything
* Buster Benson
A Framework: 4D
Discover
Deploy
Design
Develop
* 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
Winning
Autonomy
Mastery
Order
Our
Basic
Desires
Acceptance
Collecting
Tranquility
Family
Meaning
Power
Sensuality
What We
“Really”
Want
Status
Physical
Activity
Social
Contact
Romance
Honor
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?
Google News:
Faded into obscurity?
Does anyone care?
Huffington Post:
Spurned by the
community!
But still hanging on….
Badges are pretty important to these guys
Next steps
1.
2.
3.
4.
5.
Do the research
Define the experience
Implement a point system and refine it first (Easy WIN!)
Ask a professional
Build , Test, Refine, etc… etc
Thanks!
MannyAcevedo.com
@MannyAcevedo
[email protected]
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 Lazzaro
• Gabe Zichermann
http://codingconduct.cc/
http://busterbenson.com/
http://www.d-bin.com/
http://www.shufflebrain.com/
http://www.xeodesign.com/
http://dopa.mn/
References/Credits
•
Images : All images and logos are owned by their respective copyright owners. Thanks for the use 
Game designer:
• http://www.whatiamreallydoing.com/tag/what-i-think-i-do/
• Open Graph:
• https://developers.facebook.com/docs/opengraph/
• Twitter revolution:
• http://new-middle-east.blogspot.com/2011/04/social-media-force-for-political-change.html
• Starbucks:
• http://grist.org/list/starbucks-strawberry-frappuccino-dyed-with-crushed-beetles/
• Photo by Ben Adams.
• Difference chart
• http://gapingvoid.com
• Boy scout
• http://www.ocbsa.org/home/merit-badge-days/
• 8 ball
• http://www.officeplayground.com/Magic-8-Ball-P276.aspx
• Awesome Smileys
• http://knowyourmeme.com/
• Unicorn Pillow
•
http://www.ohhoneychild.com/
• Eightball
• http://www.officeplayground.com/Magic-8-Ball-P276.aspx
• Scott Pilgrim
• http://www.onipress.com/
• Carrot
• http://www.flickr.com/photos/opensourceway/4504724163/sizes/o/in/photostream/
• Crossover Turtle
• http://stevencreech.com/images/posters/Crossovers14.jpg
References
• Hype Cycle
• http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp
• Gartner predictions
• http://www.gartner.com/it/page.jsp?id=1629214s
• Resaerchkart Report
• http://researchkart.wordpress.com/2012/03/26/gamification-2012-2017-opportunities-and-market-outlook-for-nextgeneration-brandproduct-advertising-through-embedded-gaming/
•
•

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