2011’s HOT BUTTON TOPIC: ENGAGEMENT THROUGH GAMIFICATION.
Speaker: Scott Dodson, COO, Bobber Interactive.
In just a year, Gamification has become the hottest and most engaging media strategy of the day, but are we just diving in and getting the most of Gamification or missing the mark? Can games change the way we engage film/TV audiences? US Gamification expert Scott Dodson shares some interesting insights into this new trend and provides some existing examples of good play!
4. Used a Game Layer
/Layer of Abstraction
Playful Perception
Mind numbing jobs
Dating
Holding a conversation
Sales – Cold Calling
Raising Angel/VCMoney
Game layers worked.
7. Still a Problem
Gamification seen as Manipulation
Extrinsic & Skinnerian/Behavioralist
Spawn of Marketing
Cookie Cutter
Broken & “Gameable”
14. To get to the Plateau of
Productivity…
Good Gamification is not about:
Extrinsic rewards
Manipulation
Outer “shell” of game: Points, Levels,
Badges
It’s about creating Sustained
Engagement
15. The Challenge
Great games are hard enough:
Only 4% of games that go into production are
profitable
Add a “real world” activity and you
multiply the difficulty of success
17. “Playing a game is the voluntary attempt to overcome
unnecessary obstacles” – Bernard Suits
Rules
A Goal
Voluntary
Obstacles
A Feedback
System
18. Designing for Sustained
Engagement
I. Establish a different user “contract”
A game is voluntary framework for the user
experience
Obstacles desirable!
24. Two Types of Motivation
Extrinsic Motivation – Behavior
that is motivated by contingencies
(rewards, punishments) that are
separate from the enjoyment of the
activity itself
Intrinsic Motivation – The activity
itself is its own reward because it is
inherently satisfying. In
particular, humans have specific
intrinsic needs that motivate.
25. 3 Drivers of Intrinsic Motivation
Scott Rigby - Immersyve
C COMPETENCE A AUTONOMY R RELATEDNESS
• Feeling “good at” • Freedom and agency • You matter to others
• ,they matter to you
• Expanding capability Exercising volition
• Meaningful connections
• Learning • Choosing
• Competitive, cooperative,
• Mastery • Many opportunities for
• Even removed:
action
characters in a book or
movie, developers of an
app.
26. Competence, Autonomy & Relatedness:
most reliable predictors of engagement
(PENS) Methodology: Personal Experience of Needs Satisfaction
Approach uses statistical regression analysis to predict long-term engagement
• Multiple longitudinal studies
with 20,000+ subjects PENS predicts
• Underlying psychological sustained engagement...
causality vs. solely outcome
metrics (e.g., “clicks” or “fun”) “Fun” does not.
Competence, Autonomy,
Relatedness
Predictive power
with p values <.01
29. PENS design: Autonomy
Mechanics of Choice and Opportunity
Open Environment - Playground
Progression choices (focus, tree-structure)
Sense of purpose/volition
30. PENS design: Relatedness
You matter to them, they matter to you
Competitive cooperative
Reciprocity awesome; synchronicity, meh
Player to Player; P2NPCs; P2Dev; P2Brand
“…Brave, bra
Hey! It’s the ve Sir
Hero of Robin…”
Kvatch! I
can’t believe
it! Wow!”
33. Summary
I. Establish “Game” as the user framework
(voluntary)
II. Design for Eustress & flow; segment the
experience
III. Game designer must embrace the domain
IV. Focus on satisfying Intrinsic needs
35. Thank You!
/scottcdodson
First Name at bobberinteractive.com
@Gamebiz
36. Credits
Scott Rigby- CEO Immersyve, author, Glued to Games (with Richard Ryan)
Jane McGonigal-Creative Director, Social Chocolate, author, Reality Is Broken, Ph.D. Berkeley
Sebastian Deterding-PhD at the Research Center for Media and Communication at Hamburg
University
Mihaly Csikszentmihalyi, Claremont Graduate University, former head of psychology at
the University of Chicago
Amy Jo Kim- designer of social gaming systems, PHD University of Washington
Wanda Meloni, M2 Research: http://slidesha.re/gg49nb
Dr. Byron Reeves of the Department of Communication at Stanford &
J. Leighton Read, Executive Chairman, Seriosity, Inc., authors of Total Engagement
David Edery Principal, Fuzbi co-author with Ethan Mollick of Changing the Game: How Video
Games Are Transforming the Future of Business
Gabe Zichermann and Joselin Linder authors of Game Based Marketing
http://gamebasedmarketing.com/
James Currier of Ooga Labs who also credits Clay Shirky and Bret Terrill
David Helgason CEO of Unity
Jesse Schell, Professor of Entertainment Technology CMU, CEO Schell Games. Jesse’s talk from
DICE: http://tiny.cc/TebRw
Rajat Paharia Founder of Bunchball , building gamified, meta-game experiences for clients such as
WB, Hasbro, NBC Universal, Victoria’s Secret, Comcast
Keith Smith, CEO Big Door.
Kyle Findlay & Kristy Alberts, tnsglobal.com
My sincere apologies to anyone on this list or otherwise who feels they were not properly
credited. Kindly point out my error and I will edit accordingly.
39. Thanks again!
/scottcdodson
First Name at bobberinteractive.com
@Gamebiz
Notas do Editor
Lifelong GamerEngineering,Psychology & ArtChronic Entrepreneur Run my own business since 1994. Sold two of them.Raised $3 ½ mmAdvertising & Marketing Collectible card game that we launched free to play before anyone knew what that meantMMO RTSGamifying Finance @ Bobber Interactive MONTAGE!!!!
Highly motivating and successful, & a year ago I was excited!
Rewards not equal to happiness. Actually its satisfying work!
Ultimate Irony was watching Brian Reynolds & Jesse Schell @ DICE about the distinction between Social games and Gamification, and Bryan saying: "Gamification is where you use game elements to try to get people to do stuff they don't want to do. That's my working definition. Zynga is an entertainment company, and we try to create an experience that is fun and social, then get players to pay for it."
EducationTrainingFinanceFitness
Domain Experts and Asskickers on one side and Game Designers & Designer ?astronauts