Gamification

Definition

• The process of adding games or game-like elements to something (such as a task) so as to encourage participation (1)

simplified

• Taking key elements of games (like design, action, fun, competition) and applying it through game behavior (such as points, badges and leaderboards) to increase behavior/engagement (2)

Intended to leverage people's natural desires for socializing, learning, mastery, competition, achievement, status, self-expression, altruism, or closure, or simply their response to the framing of a situation as game or play (3)

The Main Idea:
Gamification can change peoples' habits by changing the way they think about behavior

gamified systems must (4)

• Give users motivation to do something (emotional investment, promise of reward, etc.)
• Give the ability to complete the action
• Give a trigger or cue to complete the action

Gamification offers clear and specific goals to its users and has rules/restrictions that make it game-like (5)

most commonly used game mechanics (6)

• Points
• Badges
• Levels
• Leaderboards
• Challenges

game Mechanics (6)

• Denote achievement
• Measure the user's achievements in relation to others
• Keep the user motivated for the next reward or level
• Range from simple to complex

Game mechanics are constructs of rules intended to produce an enjoyable gameplay.

Think of it as building blocks that can be combined in interesting ways to drive a sequence of actions in order to achieve desired results. (7)

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important objectives (8)

• Think of the target audience as players
• Clearly identify business objectives
• Design for player-centricity

The sweet spot for gamification objectives is where the business objectives and player objectives overlap.

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Examples

linkedIn Profile Strength (9)

• Uses a progress bar to show how far along a member is in completing their LinkedIn profile
• “Users with complete profiles are 40 times more likely to receive opportunities through LinkedIn” (4)

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My Starbucks rewards (10)

• Transforms a traditional card loyalty program into something more complex
• Customers gain stars with every purchase, which can later be exchanged for free drinks and food.
• Provides incentives to gives consumers a sense of achievement and reinforces the idea that if they are loyal to the company, they will be rewarded

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Prezi Ambassador program (11)

• Unpaid position on college campus
• Each ambassador writes and executes a plan to make Prezi popular on their campus
• Earn points, status, and Prezi merchandise

Prezi uses gamification to get students from all over the world to promote their service and recruit new users

References

1) Gamification. (n.d.). Retrieved May 21, 2017, from https://www.merriam-webster.com/dictionary/gamification

2) Rimon, G. (2016, December 21). How Using Gamification in Business Drives Better Outcomes. Retrieved May 27, 2017, from http://www.gameffective.com/gamification-in-business/

3) Lieberoth, A. (2015) Shallow Gamification, Testing Psychological Effects of Framing an Activity as a Game, Games and Culture Vol 10, Issue 3, pp. 229 - 248 DOI: 10.1177/1555412014559978

4) Laja, P. (2012, May 14). Kissmetrics Blog. Retrieved May 28, 2017, from https://blog.kissmetrics.com/gamification-for-better-results/

5) Piet van den Boer, Docent Online Marketing at Avans Hogeschool Follow. (2013, July 26). Introduction to Gamification. Retrieved May 28, 2017, from https://www.slideshare.net/pvandenboer/whitepaper-introduction-to-gamificat...

6) Van Grove, J. (2011, July 28). Gamification: How Competition Is Reinventing Business, Marketing & Everyday Life. Retrieved May 22, 2017, from http://mashable.com/2011/07/28/gamification/#M9Nz9Xyiqkqf

7) Kissmetrics Blog. (n.d.). Retrieved May 28, 2017, from https://blog.kissmetrics.com/gamification-for-better-results/

8) Burke, B. (2013, January 1). The Gamification of Business. Retrieved May 28, 2017, from https://www.forbes.com/sites/gartnergroup/2013/01/21/the-gamification-of-bu...

9) Up, A. C. (2015, August 13). Analysis of LinkedIn: Driving Engagement with Gamification. Retrieved May 28, 2017, from https://blog.captainup.com/analysis-of-linkedin-driving-engagement-with-gam...

10) Gamification Marketing Examples Being Used in Business. (n.d.). Retrieved May 28, 2017, from http://onlinemasters.ohio.edu/gamification-marketing-examples-being-used-in...

11) Piet van den Boer, Docent Online Marketing at Avans Hogeschool Follow. (2013, July 26). Introduction to Gamification. Retrieved May 28, 2017, from https://www.slideshare.net/pvandenboer/whitepaper-introduction-to-gamificat...