Date post: | 18-Jan-2017 |
Category: |
Technology |
Upload: | gametize |
View: | 139 times |
Download: | 0 times |
How do maximize this Playshop?
1. Download Gametize App (gametize.com/app) and go to “Featured” for gamification demos. 2. Too lazy to download the app? Head to http://gametize.com/featured 3. Have an open mind about the word “fun”, and understand that this isn’t about making games.
Co-founder of Gametize • World’s Simplest Gamification Platform • Also made just-for-fun gamified apps such as Selfiely, GetSmart English • Singapore’s 20 hottest startup in 2015 selected by SBR
about.me/keizng
@keizng Nobody likes Working Learning is Boring But everyone loves Playing
Badges • Reformed Compulsive Gamer • Semi-formal game design training • Almost bankrupt, secured USD$200,000 on TV, Angels Gate • Nominated global influencer in gamification
about.me/keizng
gamification = Use of game design and game psychology in non-game settings to engage and motivate target audience for target behaviors. It is a process, but not an end point.
@keizng
gamification = A design-thinking focused process to engage and motivate your audience into learning behaviors, with a balance of intrinsic and extrinsic rewards, to make learning more enjoyable.
@keizng
gamification = A process to engage and motivate your consumers into behaviors that directly or indirectly increase sales. It does not need to be transactional.
@keizng
GAMIFICATION OR
NOT?
§ Points and badges
§ Advertgaming
§ social gaming
§ Farmville
§ Candy Crush
gamification =
@keizng
Interactive Challenges
Competition and Social
Constant, Instant Feedbacks
Rewards and Redemptions
Why engage them?
Engage them to spend immediately
Engage them to spend in future
@keizng
Engage them to engage others to spend
For Brand Marketers
Top Challenges in HR that Gametize hears
§ High E-Learning dropout rate (60%-90%) § High cost in attracting and onboarding new talents § New generation of talents that are increasingly
prioritizing “purpose” and challenging to retain § Lack of data in employee behaviors and satisfaction
“Onboarding begins from the day they accept the job”,
Joanna Yeoh, 5 Talents Consulting
Maybe they all look like this
Wow. This is what it should feel like
Let’s get Science to help us get to “Wow”
@keizng
@keizng
@keizng
DOPAMINE. OH YEA!
@keizng
@keizng
What motivates us?
@keizng
What motivates us? Flow Theory, By Mihaly Csikszentmihalyi
@keizng
What motivates us? Flow Theory, By Mihaly Csikszentmihalyi
• One must be involved in an activity with a clear set of goals and progress. This adds direction and structure to the task.
• The task at hand must have clear and immediate feedback. This helps the person negotiate any changing demands and allows them to adjust their performance to maintain the flow state.
• One must have a good balance between the perceived challenges of the task at hand and their own perceived skills. One must have confidence in one's ability to complete the task at hand.
CREATE ENJOYMENT, NOT PLEASURE
@keizng
Gf
In fact, it is the only industry that mastered
user experience
What is the average age of a gamer?
@keizng
What exactly makes a game fun?
@keizng
Frustration Sense of Achievement
Challenge Strategy Problem Solving
1. Hard fun
@keizng
Interesting content
Collecting Items
Points and level-ups
Amazement Happiness
2. Easy fun
@keizng
Exploration Escape from thoughts & feelings
Excitement
3. Altered States
Surprises Discovery
@keizng
Competition Teamwork Social Bonding
Personal Recognition
Sense of Achievement
4. The People Factor
@keizng
gamification
@keizng @keizng
= happification;
@keizng @keizng
action
motivation
feedback
@keizng @keizng
YO, show me the cases! *warning: examples galore ahead
@keizng @keizng
G-Market (Ebay of Korea), Qoo10.sg
Diablo 3 Launch in Singapore
@keizng
Diablo 3 Launch in Singapore
@keizng
BBVA Game
@keizng
ALS Ice Bucket Challenge
@keizng
American Airlines Rewards, achievement, level-ups (elite status)
Nike Plus Achievement, level-ups, competition
Linked In Level-ups (progress bar)
Hilton Honor Points Share, Tweet for More Points
SoShiok: Gamified Food App
@keizng @keizng
bit.ly/loyaltygame
@keizng
Gametize’s 5D Kickoff Framework
@keizng
Get your hands dirty!
Identify a problem you want to solve.
“Nobody is buying my hammers, because nobody trust them”
Get your hands dirty!
Determine your goal: What is the outcome you want to
achieve out of gamification?
“I want more people to trust my hammers and increase sales by 10 every month”
Get your hands dirty!
What are your target behaviours and emotions?
“I want the customers to review my hammers, whether good or bad”
“I love this experience because it makes me feel
powerful and listened to”
Bartle’s Player Types @keizng
bit.ly/loyaltygame
Get your hands dirty!
Profile your target players: Make a list of characteristics of
your target group.
Clue: Create a persona and tell us a story Kylie is 21, wild, smart, loves watching CSI, hates losing…
G
A
M
E
T
I
S
E
Generous, Extrinsic Rewards (With clear paths)
Appealing, Fresh Content (create stickiness)
Maintain it (easy dashboard to manage for iterations)
Easy and Emotional, relevant to audience profiles
Tribalism (create tribes and communities)
Intrinsic motivations (moving from extrinsic rewards)
Social behaviors (create conversations, sharing)
KEY ELEMENTS
KEY GOALS
Gametize’s Design Strategy
Methodology
Anti-Gaming Mechanics Iterative Testing and Changes DESIGN CONSTANTS
D Data for analysis (create valuable intelligence)
Engaged target behaviors relevant to target goals
What % of the gamer population = Female?
@keizng
hawabadaldo.com
Case Study: Singapore Management University
Leadership and Team Building (LTB) is a core module offered as part of the business program in the Singapore
Management University (SMU).
To solve the problem of engagement in LTB beyond the classroom, the Gametize
platform to produce GameLead, a gamified experience to make learning
much more engaging, exciting and easy for 177 students in a pilot run.
GameLead was made available on both
web and mobile to be played by students wherever, whenever!
GameLead Case Study
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Games were segregated according to LTB classes, students will only see their
designated classes, while administrators can access all 4 games.
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
A Game for Each Class
New quests unlocked weekly
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
A series of simple challenges, from photos, quizzes,
and videos prompted students
to reflect on and apply what they
have learnt in class
Challenges within each Quest
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Challenges within each Quest
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
An activity feed enabled students to
view submissions
by other classmates and vote,
which increase the points of the submission
Students can also log their in-class participation for points here
Class Participation Quest
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Gamification was also used to
collect student feedback on the
GameLead experience
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Gathering Feedback and Sentiments
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
We were able to extract
sentiments that help us understand our users’
pain in using GameLead,
some of which are negative
Gathering Feedback and Sentiments
Gathering Feedback and Sentiments
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
We also discovered
what the students enjoyed
about GameLead
that can help with
future executions
Verdict and Results
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Verdict: Successfully Gametized
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Verdict: Successfully Gametized
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Verdict: Successfully Gametized
Focus on the problem, objective, and data At a glance, it is easy to dismiss due to a handful negative reviews.
However, GameLead was designed to solve the problem of engaging students beyond the classroom, and the objective was to provide a
seamless and engaging experience through gamification. The success should then be measured based on the overall data in relation to these
questions, in this case, showing GameLead’s effectiveness.
Iterative Development and Improvement Gamification is a fairly new concept, especially with the use of digital technologies. An iterative approach to improving GameLead based on the data is key to its continued success. The unfavorable sentiments, though not necessary relevant, (e.g. minority users do not want to be engaged outside of classroom) should be reviewed and considered.
Conclusion for GameLead
A Case Study on Gamification and Learning All Rights Reserved. Gametize.com
Heaphy and Losada’s Positive to Negative Feedback Ratio: Can this be Gametized?
gamification is not magic. it is a process, which like many others, must be well-designed and planned. there are no rules to fun.
@keizng
otherwise it will backfire
@keizng
Real Intrinsic motivators
Don’t overgive rewards
Make real fun, and keep them fresh
@keizng
Leaderboards. Not always good
credits to @eliaveris�
Insites Consultin
g
create emotions even better, stories
@keizng
§ On a similar trajectory as social media § More knowledge and resources will be available § Courses offered in Coursera, NUS, Ngee Ann § It is Loyalty on Steroids. Steroids can’t be small § Certain research shows low dopamine = low rewards
appetite, high dopamine can makes us impulsive http://www.livescience.com/6645-brain-chemical-impulsive.html
Why Gamification Matters
@keizng
What motivates us?
Gametize’s Intrinsic Motivation Framework
Scorecardhttp://bit.ly/gscorecard
The Gametize Scorecard & Checklist is designed to be a guiding light to make awesome games. Let's begin with a basic checklist.
§ Has the problem been defined? Otherwise, has an overall objective been identified? e.g. lack of motivation for training, implementing a long term loyalty and contest platform�
§ Have the goals been determined? e.g. Increased knowledge, interests, conversion of sales�
§ Have the target behaviors been decided? e.g. Players will do quizzes weekly, encourage each other�
§ Have the players been described? e.g. Unmotivated, avid mobile user, dislike ��
Great, now that you have these information, let's go on to design the Gametize experience, based on the following scorecard. You don't have to hit a perfect score, but these are questions that you should keep in mind. ���
Game• How clear are the objectives of the games for the players? ___/10 �
(Do players know what to expect? Do they know what are the rewards, if any? Are these in the descriptions?)
• How attractive are the rewards to the described players (monetary or non monetary) ___/10 �(For Enterprises, avoidance of penalties can be a form of reward too, e.g. dance)
• Are there any "wow factors" or surprise discovery of rewards in place? ___/10 �(If so, are players somewhat aware, and how easy can the early rewards be discovered?)
• How focused are the games? ___/10 �(Is the gametoo broad? Are the challenges specific and consistent in theme?)
Challenges• How easy is the on-boarding (very first) challenge to complete? ___/10• How appealing are the challenges to the described players? __/10 �
(Will the players be intrinsically motivated? e.g. sharing photos let them express themselves)
• Will there be fresh challenges rolled out? If so, is the schedule well designed? ___/10 �(Also, are the players aware of new challenges periodically?)
• Are the challenges well thought, relevant to the objectives/goals/problem, instead of being random? ___/10
• Are the challenges easy to understand? ___/10• There are not too much and overwhelming number of challenges ___/10
Feedbacks, Competition• How clear and frequent are the feedbacks? ___/10• Are the feedbacks relevant to objective/goals? ___/10
Some food for thoughts• What motivates the user to achieve the targeted
behavior? (Every time I want to ______, I use the app)• Is this a long-term or short-term game? If it is the
former, what are your plans to sustain interest in the long run?
• Does the challenges increase with difficulty over time to give users a sense of mastery?
@keizng
keithsayshi
Get your hands dirty!
Design your game and story
Upload a photo Refer a friend Answer a quiz Make a prediction
Scan a QR code Fill in the blank Enter a secret passcode Review a product
ReferencesWhat is Gamification, Really?
By Michael Wuhttp://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447
Why We Play Games: Four Keys to More Emotion Without Story
By Nicole Lazzaro http://xeodesign.com/xeodesign_whyweplaygames.pdf
Smart Gamification: Social Game Design for a Connected World
By Amy Jokim http://www.slideshare.net/amyjokim/smart-gamification-social-game-design-for-a-connected-world
http://xeodesign.com/xeodesign_whyweplaygames.pdf
Meaningful Play: Getting Gamification Right
By Sebastian Deterdinghttp://www.slideshare.net/dings/meaningful-play-getting-gamification-right
“The opposite of play is not work. It is depression”
- Dr Stuart Brown
[email protected] | @keizng slideshare.net/gametize