The document discusses the concept of gamification. It defines gamification as using game mechanics and thinking in non-game contexts to engage users and solve problems. It then discusses key aspects of gamification including common tactics used in games like badges, points, leaderboards and challenges. It also discusses strategies used in game design based on psychological motivations. The summary provides an overview of the document.
2. Takeaway?
Tactics commonly used in games to
Players?
encourage gameplay. This includes
Badges, Points, Leader
boards, Levels, Challenges, and
Achievements.
Strategies commonly used in game design
Story?
based on psychological motivations to drive
behavior.
Rules?
Field?
Strategy?
4. Content
4
What is “Gamification”?
Abstract
Market size
Key Innovators
Game Design
Challenges
Success Story
5. What is “Gamification”?
"Gamification is the use of game-thinking and game mechanics in non-
game context in order to engage users and solve problems" - Wikipedia
"The infusion of game design techniques, game mechanics, and/or
game style into anything" - Gartner
Gamification represents the
fusion of four trends:
explosion of social
media
mobile revolution
rise of big data
emergence of wearable
computing
7. Abstract – playArea (role in Business Application)
On the basis of Type of Service Customers:
• SMBs (Small and Medium Businesses)
• Large Enterprises
On the basis of Solutions:
• Gamification Platform and Service Providers
• Open Source Platforms
• Mobile SDKs
On the basis of Applications:
•
•
•
•
•
•
Marketing
Sales
Support
Product Development
HR
Other Enterprise Departmental Applications
8. Abstract - bonusPoints
These solutions are positioned as flexible and
user-friendly tools that are focused on enhancing
employee motivation or customer
stickiness across all applications.
Gamification solutions provide enterprise, e-
commerce sites, websites or social sites with fun
and competitive elements.
This concept has the potential to evolve and
revolutionize workplace dynamics altogether.
9. Market size
Gamification Market* is Estimated to Grow from
$422 Million in 2013 to $5.5 Billion in 2018
Gamification market industry is expected to grow at a
CAGR of 5.85% between 2013-2018
The adoption of Gamification strategies in
non-gaming industries has been increasing significantly.
Current penetration rate is 20% as of 2013, but an estimated
figure shows 70% of global companies will manage at
least one "gamified" application (innovation or marketing) by
the end of 2016.
* Markets and Markets(M&M)
10. Key Innovators
Alive Mobile
Badgeville
Bigdoor Media
Fantasy Sales Team
Gameffective
Gaminside
Google
Accenture
IBM
Icon Platforms
Microsoft
Mplifyr/Seiian Rewards
Salesforce
Pugpharm
Cadalys
Foursquare
Gamify
Khan Academy
“Increasingly, organizations like Marriott, Deloitte, Aetna and even the Departmet of Defense are using
gaming to recruit, develop and motivate employees” - Forbes
11. Game Design
Creating the game story and plan along with its important interactive
elements is called game design.
It requires skills of story writing, story-telling, understanding of market
trend and people preferences & creative visualisation.
Game can be designed by applying new innovative ideas and rules to a story.
Game design is a very young field, and there is still much to be discovered.
The movie industry and even the advertising industry know more about invoking
atmosphere and mood than any game designer out there and more
important, they know how to apply their techniques effectively.
12. Key Elements
Core Mechanics is the heart and soul of the game.
The rules that define the
operation of the game world that
make up the core mechanics of the
game, or the foundations of
gameplay.
Core Mechanics
Storytelling &
Narrative
Interactivity
All the games tell a story. The complexity and depth of that
story depends on the game. Narrative means that part of the
story that is told by you, the author and designer, to the player.
Ref: Crawfor, C. - Game Design. New Riders Publishing.
Interactivity is the way that
the player sees, hears, and
acts within the game's world.
The way the player plays the
game.
This covers a lot of diverse
topics: visual, sound, user
interface & everything that
comes together to present the
gaming experience.
13. Story is the three-act structure
The hero's journey is often used in a circular story form split into three acts.
Ordinary
World
Return with the
Reward
Call to Adventure
Resurrection
Act 3
Refusal
The Road Back
Act 1
Meeting the Mentor
Reward
Act 2
Crossing the First
Threshold
Ordeal
Test, Allies
and Enemies
Approach to the Inner
Cave
Ref: Rollings, A., Morris, D. - Game Architecture and Design. Xth edition. New York, New Riders Publishing.
14. Growth of the Character/Player
The common character growth cycle that is tied in with the Hero's Journey advises how to manage
the growth of the hero character. The hero starts with a limited awareness of himself.
Limited
Awareness
Mastery
Increased
Awareness
Final Attempt
Act 3
Reluctance to
Change
Rededication
Act 1
Overcoming
Consequences
Act 2
Committing
Big Change
Experimenting
Ref: Salen, K., Zimmerman, E. - Rules of Play, Game Design Fundamentals. Xth edition. New Delhi, MIT Press.
Preparing
15. Challenges
Creating a Compelling Storyline, balancing the inevitable tension between
your desire for control as a game designer, and the player's desire for freedom
as an actor in your world.
Creating the User Experience, the effective application of communication
channels & hiding complexity.
Generalities are always risky, and Misguided Assumptions about Players
can result in failure of game. This is dangerous hubris (presumption). The
reason for making a successful game is to engage an audience in the form of
player.
Collusion is the form of cheating in interactive realtime game play. This is
also the violation of rules by either or all the players involved in game.
However, there is no foolproof mechanism to control the collusion happening
in the game.
Ref: http://www.designersnotebook.com/Books/On_Game_Design/on_game_design.htm#
20. endGame
LIFE IS A GAME,
PLAY YOUR MOVES &
DEVELOP THE STORY.
Abhijeet Chavan
Notas do Editor
What are the game elements?
The year-over-year growth rate of an investment over a specified period of time. The compound annual growth rate is calculated by taking the nth root of the total percentage growth rate, where n is the number of years in the period being considered.
res·ur·rec·tion (r z -r k sh n). n. Resurrection is the rising again from the dead, the resumption of life.
it should be realized that the monomyth is a form, not a formula. It is a set of guidelines for creating a rewarding and fulfilling story line,
Hubris is Overbearing pride or presumption; arrogance: "There is no safety in unlimited technological hubris"
Ribbon Hero appears on the Ribbon in the supported Microsoft Office programs. Once opened, it lists challenges in four sections: working with text, page design and layout, getting artistic, and quick points. Each challenge is designed to teach the user a feature of Microsoft Office, and opens an example document which the user must edit using that feature. Challenges can be played in any order, and give half the available points. The remaining points are earned by using the same feature later on (outside the game). The quick points section does not list challenges, but, only features which can be used outside the game to gain points.
SAP is entering an exciting new era, one that holds the potential to help the company reach its goal of one billion users by 2015.ReuvenGorsht, Senior Director, Strategy, Global Pre-Sales at SAP is charged with looking at the different ways in which SAP customers really work. Not surprisingly, Reuven is spending a lot of time on the topics of mobility, gamification and how these areas impact the end user.One method that has worked is for SAP to create experimental applications designed to enhance everyday SAP functions. “Lead-in-One” is a good example of this. Since most Sales Managers dread the somewhat cumbersome task of assigning incoming sales leads to their account executives, Gorsht and his team put a golf-themed iPad application on top of the process. Golf balls are leads, and holes represent the sales reps.“As you drive the balls into the holes, you’re actually performing a business task,” said Gorsht. “We’ve taken a painful process and deployed a game-like interface to make it fun.”Lead-in-One was a big hit at SAP’s recent Field Kick-off Meeting and it is currently making the rounds with SAP developers. A sustainability-themed app called “Seeds” could also make the rounds which enables SAP employees to collect and report on their own contributions like carpools and recycling. Based on an incentive framework, employees can share ideas (new bus routes, for instance) and earn seeds (points) for each idea they nominate. A dashboard ranks each office or team, keeping users in a competitive spirit and wanting to participate. Users could potentially cash in points to crowd fund solar panels or more electric cars for SAP.At the end of the day, gamification isn’t always about fun, shooting things or collecting points. It’s about providing balance, according to Mario Herger who works in Technology and Strategy Innovation for SAP and moderates SAP communities like “Gamification at SAP” and “Innovation Steampunk.”“Video games are very good at providing the right balance between skill and difficulty,” said Herger. “The right information is exposed at the right time to keep users engaged and not overwhelmed. Likewise, users should become gradually comfortable with SAP functionality as opposed to being exposed to all of it at once, which might lead to confusion and frustration. It is absolutely critical for SAP to continue adopting gamification principles in order to reach one billion users.”
CISCO the American, multinational corporation, that designs, produces and sells networking equipment started an innovative initiative as part of the company engagement strategy and decided to use videogames for the annual training of worldwide sales forces. A geographically dispersed sales force over five continents and with different cultures raises challenges when it comes to introducing dozens of new products and technologies each year. In order to reach these dispersed employees they decided to set-up an alternate reality game,The Hunter, with a real life scenario, was created for the annual kick-off meeting of the CISCO sales forces. The sales representatives (around 18,000 people) have to help a CISCO colleague, Isabel Travada. Isabel’s apartment has been broken into and her father’s journal has been stolen. The journal contains puzzles and clues, and Isabel calls upon her friends in the worldwide Cisco sales force to help her solve the puzzles, follow the clues, and send pictures to replace the ones lost. In order to solve this, the sales representatives can use all the CISCO means: phone calls, websites, video and audio content, and products. At the same time Isabel travels with Keith, her father’s former colleague, retracing her father’s steps and coming closer and closer to solving the mystery of the journal, and the man who stole it – and why.This trans-media global, entertainment experience is aimed at:Fostering collaboration and creativity of the Sales team’s members and incentivizing worldwide team- building. Fulfilling the main goal of expanding beyond the initial, individual challenge in order to promote more team-based engagement and increase collaboration among internal teams.Education regarding the numerous new CISCO products and technologies. In order to solve the mysteries of the game the CISCO employees have to use and experience CISCO products.This game demonstrates that far beyond employees’ awareness, games foster advocacy by engaging employees: internal brand engagement & company culture.This game was repeated twice before the annual sales meeting, it is quick and intense lasting only two weeks. In terms of engagement the results were excellent: over 9,000 employees out of the 18,000 in the Sales departments played with The Hunter and spent over 10 minutes per day.- See more at: http://marketing.blogs.ie.edu/archives/2012/09/do-you-like-to-play-the-evolution-of-games-for-fun-to-gamification.php#sthash.9b0R4Aa5.dpuf
