Top Things I learned about the Gsummit: 1. You need to have skin in the game. Adeo of Founder Institute found that users who were given a scholarship to attend the program performed worse than users who paid for it. 2. Mass Customization. Talked to or heard companies such as United, Amex, Nike, looking for a way to provide customized experience via technology for their population 3. Mothers are naturally great gamers, because getting a kid to school requires a bunch of mechanics. 4. Similarly, we treat a lot of real-world events like games. We just don’t think about it… Like cleaning is an game around organizing and logistics. 5. 55% of social gamers are women, and 53% of Zynga gamers are women between the ages of 25 and 44. The likelihood of becoming a social gamer increases once you have a kid. 6. Negative Achievements. A little risky, but can also convey that a humorous tone. 7. 16 Practical design patterns from Nadya around User Engagement 8. Variable rewards are successful because we seek to create order when there is chaos. It’s not so much about the rewards, but the search (Skinner) 9. Phases of Commitment: Should I "spend" on this? Only an idiot would spend on something that’s no good. Since I spent
Transcript
Top Things I learned about the Gsummit:
1. You need to have skin in the game. Adeo of Founder Institute found that users who were given a scholarship to attend the program performed worse than users who paid for it.
2. Mass Customization. Talked to or heard companies such as United, Amex, Nike, looking for a way to provide customized experience via technology for their population
3. Mothers are naturally great gamers, because getting a kid to school requires a bunch of mechanics.
4. Similarly, we treat a lot of real-world events like games. We just don’t think about it… Like cleaning is an game around organizing and logistics.
5. 55% of social gamers are women, and 53% of Zynga gamers are women between the ages of 25 and 44. The likelihood of becoming a social gamer increases once you have a kid.
6. Negative Achievements. A little risky, but can also convey that a humorous tone. 7. 16 Practical design patterns from Nadya around User Engagement8. Variable rewards are successful because we seek to create order when there is chaos.
It’s not so much about the rewards, but the search (Skinner)9. Phases of Commitment: Should I "spend" on this? Only an idiot would spend on
something that’s no good. Since I spent $ on it, it must be good. Therefore I will continue to commit.
10. You can call it bribery. I don’t think of it that way. Its GENIUS. -Chamillionaire
Reinventing Loyalty: How Gamification Reshapes Consumer MarketingKrishnan Saranathan, Managing Director of MileagePlus at United AirlinesNotesUnited Likes to think of themselves as a Loyalty Network with over 100+ Partners. Key elements of Gamification are in play to actively engage customers:• Tiered Achievement Levels: Very important for UAL• Progress bars and goal pursuits: • Rewards & Recognition
How do you measure the success of a loyalty program? What is the ROI? Quant: Measuring ROI accurately is hard to do in the Airline industry. (did not answer, but noted that measuring ROI is important). This is a pressing issue for UAL as the company has been doing it for a while.Qual: Members share their wisdom, discuss issues and offer constructive criticisms through online forums
UAL has created games for their product marketing campaign. For example, in the Optathlon game, playing the game re-inforced concepts like more legroom in Economy + . Users were part of a leaderboard, earned rewards, and participated in sweepstakes. Results (shown on the right)
How does UAL view the value of a mile?From an accounting point of view. When a customer redeems a mile, UAL recognizes the revenue. There is a cost associated with the miles, and each redemption draws down on the account.
Biggest challenge:Success has turned into a challenge for UA (and most likely other large loyalty firms like AMEX), how does UAL stay relevant with such a diverse and big user base? Especially to those who barely fly at all.
Why relevant to frequent travelers. How do we be relevant to travelers who don't fly at all?UAL wants to drive currency consolidation by expanding partner network, thereby increasing engagement
Like Canada and much of Europe. It seems as if UAL is trying to be the platform and use it’s points as a currency item.
Key Challenge: How can we engage with the user to create a personalized experience?
Awesome ThreesomeUAL is proud of these three elements: Tiered achievements, progress bars, and Rewards/Recognition
We need to go to thereGo to where the users talk about mileage to learn more and find UAL’s most passionate users
UAL wants to be a Virtual CurrencyUAL wants to sign as many deals as possible to hit
Results2x Pop. They measure performance. Our opportunity is to define what ROI is.
KEYNOTE: Engage Employees and Drive Innovation with GamificationJP Rangaswami, Chief Scientist of Salesforce.com
The theory behind Gamification has been around since the 1990s. First put forth by Mihaly Csikszentmihalyi. He discusses what it’s like to be in the Zone (he called it flow)
Gamification is a buzz word. Game mechanics are truisms. If you want performance to be high, you need * Clear goals* Match between skill required, skill * The focus, the concentration
Game On: 16 Design Patterns for User EngagementNadya Direkova, Senior UX Designer at Google
What are game mechanics? Design patterns that promote play and play-like engagement.WE’LL DISCUSS HOW THEY APPLY TO 3 ASPECTS OF THE USER JOURNEY: COME AND TRY IT (OnBoarding)
The Future of Gamification is EmotionNicole Lazzaro, President XEO Design, Inc.
Gamification can change traffic• Get people to slow down (Lakeshore Drive)• Cause traffic jams (people stopping to wait for the Bay Bridge to go from $6 to
$4 (laughs from crowd)
Four types of fun:1. Easy Fun > exploration, fantasy, creativity2. Serious Fun > repetition, rhythm, collectionAn example: Swiffer, Bejeweled Blitz, and iPhones (all the same)3. People Fun > communicate, cooperate, compete4. Hard Fun > goals, obstacles, strategy
How do you balance between a message (product branding) and a game?* Fun first* It's easy to embed message after it is fun.
Real Life Example of Gamification:Japanese stepping stones. Together, it’s a sidewalk. Separate them and it force people to engage and thereby draw people in.
Session: Games are a combination of goals, actions, motivations, and emotions. More than a quest for points and badges, games create their legendary engagement with specific emotional responses from player actions. In this talk I will share how game designers craft emotions from novelty, challenge, friendship, and meaning to create engagement, retention, and monetization. Free white paper and models on how to use emotion to create games with the Four Keys to Fun.
Serious Fun Example: CollectionSwiffer, Bejeweled Blitz, and iPhone apps.
Better Entrepeneurship with GamificationAdeo Ressi, CEO of Founder Institute
Goal: Take 2% of pop that can be entrepreneurs, and turn them into entrepreneurs
Gamification Elements:Raw Material > Penalties > Rewards > Social > Measurement > Enforcement > Results
The internal dashboards are better than what is shown to the external user.
Raw Material: Created a test (for: openness, conscientiousness, extraversion, agreeableness, commitment) during the application processPenalties
Ask to Pay to Play: Ensures that people coming in are serious and commitment to the process.Make it Hard: They kick out 60% of the enrolling class
Rewards: While they gave out prizes, Adeo mentioned that it did not have a material effect on the outcomes of student performance. Give out prizes. Dinner, scholarships, etc.Social: Ratings in the openMeasurement: Leaderboards. Individuals rated, working groups rated. It's transparent.Enforcement: Willing to kick people out. Did not bend the rules.
Results91% of the graduates launched companies. 75% operating ahead of plans42% of the companies, worldwide, have received 500 in funding.5,000 jobs created
Empirical Evidence: The harder the better. The program became increasingly negative over time. People were gaming the system, lead to the harder structure.
Session: Educating adults, and helping them achieve their full potential is the mission of The Founder Institute. It’s the world’s largest incubator/accelerator of startups, operating in dozens of cities around the world and giving thousands of aspiring founders the chance to birth their companies every year. Through the use of metrics and gamification, the Founder Institute has been able to increase performance, participation and outcomes – both among individuals and teams. Find out how these engagement techniques were pioneered and tested, and learn how to use gamification in your organization to drive autonomy, innovation, team performance and success.
Insight: You need to have skin in the gameFound that users who were given a scholarship to attend performed worse than users who paid for it.
Come for the Game, Stay for the Community: Building and Sustaining Lasting Engagement OnlineDan Porter, CEO of OMGPOP
Real-time playing is important: 2/3 of turns took place within 5 minutes. This is because on a fundamental level, users want to connect with others. Asynchronous doesn’t fulfill that void.
People who create want to share. In the beginning had no sharing tools. But ppl still shared. Ppl who were jaded, wanted to share the work they created.
Incentivise & RewardBy giving out the virtual currency, Draw, rewards users for engagement, exploration, retention.
Truly co-operative game. Play Catch. The point of catch. how many times can you do it in a row, there is no winner/loser. It’s cooperative.
Create Long-Term Goals: Taken from the LinkedIn with a bar to complete.
Importance of Content Cadence - New material constantly, at a cadence. * There is a maintenance cost * Feeding the beast is hard – live ops is hard
Session: OMGPOP is one of the most successful online game portals, bridging the gap between classic gamers and non-gamers, action players and casual, flirty friends. But turning short-interval play into long-term engagement isn’t a given, even for a brilliant team of game-loving developers. Find out how OMGPOP used the lessons of community and gamification to build an enduring community, break records for engagement and time-on-site, and still keep the fun, light and social atmosphere so crucial to their audience.
Visual Studio Achievements: Bringing Gamification To Software DevelopersKarsten Januszewski, Microsoft
Session: How do you build progress, achievements and fun into one of the world’s most widely-used technical platforms? That was the question facing the Microsoft Visual Studio team when they set out to Gamify their IDE. Their experience was controversial from the start and the lessons they learned were startling. From anti-cheating to managing community expectations, the lessons of the Visual Studio team are applicable to anyone looking to gamify an environment with high user autonomy. In this exciting, no stone-unturned post mortem, learn the do’s and don’ts from one of the most interesting examples of gamification in recent years.
Three Lessons Learned:1. Listen to Communities2. Pros and Cons of "negative AChievements:3. on Cheating
Sample achievements: "Fun Achievements" – Lonely: Coding on a Friday or Saturday night. Potty Mouth: use 5 curse words in a file.
"Negative" AchievementsPros* Adds humor to the game* Zero points means no incentive
What Bartle thinks about how his partition of killers, socializers, achievers, and explorers has been bastardized
Game designers find gamification weird. Game designers be appalled if a games were so bad we had to bribe people to play them
RICHARD BARTLE
Big Brands and Gamification: Winning the MarathonIrfan Kamal, SVP, Digital/Social of Ogilvy
Good Story:The Titanic: Leo dies. Not because the door can’t fit two people, but because of a lack of creativity.
Ford Fusion: Added leader boards and points later on. Lead to a 20% boost. The visibility added tremendously to the excitement and program. (nothing new here)
All other cases were fluff.
Gaming for Good: Millennial Moms and Competitive CollaborationSamantha Skey, CRO of RecycleBank
Rewarding people for making positive changes in everybody lives
Initially, didn't focus on millennial moms. Head of household females. Give them the tools, the millennial mom will seek to drive goals.
55% of social gamers are female. The likelihood of being a social gamer increases once you have a kid
Shoes videos of kids crying.* Using gaming dynamics shifting from having the cattle prod to the game master.* Mothers are naturally great gamers, because getting a kid to school requires a bunch of mechanics.
Moms: 86% on FB, 17% on Twitter
Mom use social games to validate themselves.Most active members feel like they are contributing, Feeling of validation makes them feel more comfortable.
Session: Moms control more than the purse strings in most homes (5 trillion in annual spending) they also control the good works and, often, the gaming. Many a millennial mom relies upon gaming dynamics in manging their families’ behavior. They are also active gamers themselves, and enjoy gaming the bottom line in their houshold investments. Get into the mom psyche with proprietary research from Recyclebank on moms as chief gaming officer of the household.
Gamer MomsMothers are naturally great gamers, because getting a kid to school requires a bunch of mechanics.
Enterprise Gamification of Fitness: From 10% to over 75% Regular WorkoutsCharlie Kim, CEO of Next Jump Inc.
NotesGamification, at NextJump, we use the word motivation
Result: Motivated the company to go from 5% to 80% exercising regularly.
Employed an E&S approach (Experiment to scale)1. Onsite gym: 2. TeamPlay + Leaderboard (a little lift): Initial bump, it lies down. What works: team competition + leader boar. teams motivate each other. Teamplay stronger w/ people you know. Best helped worst w/in each team. Live scoreboard to track progress. Jumped to 50% participation. Stuck at 50%. what didn't work. perception became reality, norm became accepted ceiling, pep talks didn't work, impossibility bar got set. what works: recognition awards: inspire new norms, celebrate it publicly, the flea that jumped higher.3. Recognition programs (jump): 4. Use data for fatigue: Use data to level the playing field. Losing team kept giving up. what didn't work: losing teams never won. Losing teams blamed inequality, believed they could not win, they give up. What worked: equally balanced team.5. top people focus: what didn't work: prioritized work over exercise. top performers went the least. Always had more work to do. Exercise fell off priority list. what works: scheduled workouts: appointments w/trainers. hired top personal trainers. accessible first to top performers, schedule: create routine behavior
5 Initiatives at NextJump
#4: Use Data when there is Fatigue #2: Create Teams
The Investment Case for Gamification: Opportunities and Threats in the Next Five YearsTim Chang, Managing Director at Mayfield Fund
Need to be able to score the system and measure ROI
There is always an ROI issue at nascent stages. Ppl used to be skeptical, CRM, like salesforce.com used to be Don't offer self-service tools for nascent industry.The key is to provid e service and then tell the partners why they are not capturing the entire potential of the platform. Tim used Omniture, as an example. Omniture client services tell the client that they are capturing < 50% of value
Gamification:The services, consulting, and managed services groups, implement and run is just as critical.Next steps: integrators of verticals for gamification. Sees a lot of lightweight gamification tests. It's not a silver bullet. it's built into the core/mission of the product.
Gamification design shops, advisories, analytics, consultancies.* Gamification is a toolkit. Relies on know-how and ideas.
Gamification as a service: Every company is trying to hire for quant jocks and analytics Tim believes that there will be think tank or analytics shops that sell gamification as a service. * Analytics
Business model disruption: Idea that a user can Buy it or Earn it
Back to Numbers:For companies to succeed, successful ones will need to tie performance back into metrics. Which metric they operate under, use the gamification system to back into the system. Create engagement rates. e.g. like social re-marketing. “I can get you 32 Likes. which converts to XYZ $. Trying things down to an operational number.”
The Automatic Customer: How to Design User BehaviorNir Eyal, Man Behind the Curtain at Automatic Customer
In an age of increasing online distractions, companies need to form habits to stay relevant in users’ lives. Nir Eyal discusses the latest in Behavior Engineering to explain how businesses create indispensable products. Nir will walk through his innovative framework, which he calls the “Desire Engine” to explain the fundamental elements of habit formation.
Read up on: BJ Fogg. B = m.a.t (Motiviation, ability, and a trigger)
Variable Reward: BS Skinner* Variable rewards drive us nuts* Compulsion to make sense of cause and effect* Dopamine system drives the search
How do we create variable rewards?We seek to create order where there is chaos. It drives us nuts. Dopamine is not about rewards, it's about the search.
Search rewards fall into three types: Tribe, self, huntRewards of the Tribe: Acceptance, sex powerHunt: Food, money, infoSelf: Sensation: mastery, consistency, competency, purpose
Commitment PhaseShould i "spend" on this?only an idiot would paned on something not goodsince I spent on it, it must be goodI will commit
Commitments make the next action more likely
Paying or subscribing is not an action, it's a result of engagement in the system.
