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Introduction To Gamification (What Is? (Uses (To increase target behaviour…
Introduction To Gamification
What Is?
Coined by Nick Pelling
Is the use of game elements and game thinking in non-game
environments
Uses
To increase target behaviour and engagement
In a non-game environment
Game elements (not full-games)
Game thinking
Is about using game elements outside games
Examples
Amazon
LinkedIn
Foursquare
What can be used for?
Promotion
Employee productivity
Behaviour change
Loyalty
Education
What’s so engaging about games?
The games are well designed to not stop playing.
When we gain a level the brain produces dopamine
Examples
Angry Birds
Farmville
Temple Run
Candy Crush
Gamification Design Framework
Helps marketers and other professionals
Was created by Kevin Werbach of Pennsylvania University
The 6 steps
DEVISE THE ACTIVITY LOOPS
These make sure the players keep playing
DESCRIBE THE PLAYERS
Who should be playing this Gamified system?
What is the target audience?
DELINEATE TARGET BEHAVIOUR
What behaviour should be rewarded?
What behaviour is expected of players?
DON’T FORGET THE FUN
Where’s the fun in the Gamified system?
DEFINE BUSINESS OBJECTIVES
How should benefit the organisation?
DEPLOY THE APPROPRIATE TOOLS
What elements are necessary
Rewards
Intrinsic motivation doesn't produce positive results
It's recommended not to use rewards in gamification
SAPS model
They Rewards
can be very effective, if used correctly.
Categories
Access
Power
Stuff
Status
