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Professor Kevin Werbach Dept. of Legal Studies & Business Ethics
Wharton School, Univ. of Pennsylvania
Twitter: @kwerb
Knowledgestream Lecture April 9, 2013
https://www.coursera.org/ course/gamification
Gamification is…
The use of game elements and game design techniques in non-game contexts.
Levels
Points
Resource Collection
Progression
Quests Avatars
Social Graph
Levels
Points
Progression
Badges
Social Graph
Quests
Avatars
Rewards
Everyone’s Gamifying
“Suddenly, gamification is the hot new business concept, with many of the world’s most admired companies signing on.”
– Fortune, Oct. 17, 2011
“Striving to make everyday business tasks more engaging, a growing number of firms... are incorporating elements of videogames into the workplace.” – Wall Street Journal, Oct. 10, 2011
“Many businesses are using these game tricks to try to get people hooked on their products and services—and it is working, thanks to smartphones and the Internet.” – New York Times, Dec. 23, 2012
Everyone’s Gamifying
• Microsoft
• Nike
• SAP
• American Express
• Major League Baseball
• Salesforce.com
• AXA Equitable
• CodeAcademy
• Deloitte
• Samsung
• EMC
• Mint.com
• Stack Overflow
• USA Networks
• LiveOps
• Dell
• Kaiser Permanente
• Foot Locker
• Opower
• eBay
• Cisco
• Recyclebank
• Universal Music
• Siemens
• Yelp
• Nissan
• Playboy
• Verizon
8
Not Just in Business!
Beyond PBL Reward Structures
Beyond PBL Reward Structures
• Users get tired of gimmicks
• “Extrinsic” rewards can actually de-motivate
What makes games
FUN?
1.7 billion downloads
Rovio’s 52nd Attempt!
1.7 billion downloads
Two Sides to Gamification
Business Games
Game Techniques
1. Player Journey
2. Motivation Types
3. Balance
4. Social Dynamics
5. Puzzles
6. Surprise
7. Feedback
8. Playtesting
Dynamics Big-picture
aspects; “grammar”
Mechanics Processes that drive
action forward; “verbs”
Components Specific instantiations of mechanics
and dynamics; “nouns”
Game Elements
(focus of book and course)
Onboarding
Climbing
Rest
Rest
Boss Fight
Climbing
Climbing
1. The Player Journey
Scaffolding
Level Up
Traditional Course Design
1 2 3 4 5 6 7
Units
Midterm Final
Gamification Course Design
Onboard Climb Climb Climb Rest Boss Fight Rest
Quiz
Quiz
Final
Major Project
Quiz+ Project
Quiz+ Project
% of Registra?on % of Starters % of SubmiCers % of Writers 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
61%
31%
23% 19%
16% 15% 13%
11% 13%
52%
38%
32%
26% 25%
22% 18% 21%
74%
61%
50%
48%
42%
35% 40%
84%
70% 80%
% of Registra?on
% of Starters
% of SubmiCers
% of Writers
≈81,600 registered
8,280 received certificate
2x-4x Typical Completion Rate
2. Motivation Types
Source: Richard Bartle
3. Balance
(Related to Player Journey) (Related to Types)
4. Social Dynamics
• Competition
• Cooperation
• Support
• Showing off
• Peer pressure
• Competition
5. Puzzles
Notice any differences?
6. Surprise (Contrived Uncertainty)
CAPRI (Balaji Prabhakar)
27
7. Feedback
28
29
“We’re running several hundred tests at any given time for every one of our games.”
http://grattisfaction.com/2010/01/ how-zynga-does-customer-development-minimum-viable-product/ Mark Pincus
Founder & CEO, Zynga
8. Test, Test, Test… with Real Humans!
Two Sides to Gamification
Business Games
Business Games
Marketing & economics Game design
Incentives Experiences
Satisfying needs Fun
Status Meaning
PBLs Challenges
Rewards Progression
Getting users to do things Making players awesome
Business Games
Common Ground
FUN
Prof. Kevin Werbach
Twitter: @kwerb
thank you!
http://wdp.wharton.upenn.edu/books/for-the-win/