9/17/13 IABC Harrisburg presentation Many slides thanks to Charles Palmer (http://www.slideshare.net/charlespalmerhu) Gamification is the concept of applying game techniques to non-game environments. It emerged from customer loyalty programs based primarily on number of purchases. In the past few years, marketers have expanded upon early customer loyalty programs and applied techniques from games (like story, levels, competition, leaderboards, challenges, etc.) to increase customer engagement, loyalty and, ultimately, purchases & satisfaction. Unlike basic marketing techniques that depended on purchase frequency or amount to trigger rewards, gamification is often a more frequent reward system with ongoing rewards coming in the form of what is traditionally gameplay feedback. Beyond marketing, gamification is being used to motivate learners in education and impact behavior change in healthcare.

1. Andy Petroski
Director & Assistant Professor of Learning Technologies
apetroski@harrisburgu.edu
@apetroski
http://www.harrisburgu.edu/learningtechnologies
http://www.harrisburgu.edu/caelt
apetroski.wikispaces.com

2. Gamification
Increase Brand Loyalty
Increase Engagement
Change Behavior
Differentiate

3. Gamification
the concept of applying game-design thinking to non-game
applications to make them more fun and engaging

4. Gamification
Loyalty Programs
(redemption)
Game Design
(engagement)
Behavioral
Economics
(status/reputation)

5. Some facts…
• 2011 Gartner Research Report it is
estimated that by 2015, more than 50% of
organizations that manage innovation
processes will gamify those processes.
• The trend has been picking up major
momentum over the last two years and
has gained support from industry heavy
weights such as Bing Gordon, Al Gore,
J.P. Rangaswami, Chief Scientist of
Salesforce.com, and many more.
Al Gore talks about how "Games are
the new normal" and the power of
Gamification at the 2011 Games for
Change Festival.

6. Gamification in Action!

7. Gamification Loop
Challenges
Game Play
Win/Loss
conditions
leaderboardsbadges
Social
networking
status
Reward System

8. story character goal
obstacles feedback levels
  
  

10. Juicy Feedback
Tactile
The player can almost feel the feedback as it is occurring on screen. Feedback is not forced or
unnatural within the game play.
Inviting
It’s something the player desires to achieve, as the player interacts with the game, they want the
feedback and work to get the positive feedback. The player is given just the right amount of
power and rewards.
Repeatable The feedback can be received again and again if the goals, challenges or obstacles are met.
Coherent
The feedback stays within the context of the game. It is congruent with on screen actions and
activities as well as with the storyline unfolding as the interactions occur.
Continuous
It is not something that the player has to wait for, it occurs as a natural result of interacting within
the context of game environment.
Emergent
It flows naturally from the game, it unfolds in an orderly and well sequenced fashion. It feels like
it belongs within the context of the environment, it is not distracting.
Balanced
The player knows they are receiving feedback and they are reacting based on the feedback but
they are not overwhelmed by the feedback or thinking of it as direct feedback.
Fresh
The feedback is a little surprising contains some unexpected twists and is interesting and inviting.
The surprises are welcomed and congruent with the continuous feedback.

11. Six rules…
1. Understand what constitutes a “win” for the player
and organization
2. Expose the player’s intrinsic motivation and progress
to mastery
3. Design for the emotional human, not the rational
human

12. Six rules…
4. Develop scalable, meaningful intrinsic and extrinsic
rewards
5. Use one of the leading platform vendors to scale
your project
6. Most interactions are boring, make everything a little
more fun

13. Too easy
Too frustrating
But wait…
• Creating these types of games is hard work (so what else is new)
• Just adding points and badges doesn’t make something fun and an
improperly balanced reward system will negatively effect the behavior
you are trying to address.
• The true magic happens when a player
succeeds in a challenge which seemed
(or was) daunting and beyond their skill
level.
• Players are motivated by different things.
So we have to consider different
experiences for varying player types.

14. “In some ways it is a fad – adding points
and badges in tacky ways, looking at
‘gamification’ as an easy way to make boring
things seem interesting – that is a fad.
However, the idea of designing business
processes so that those who engage in them
find them more intrinsically rewarding –
that is a long term trend.”
- Jesse Schell, CEO Schell Games

15. Gamify Your Brand|Product|Event

16. Resources
• Vendors
– Bunchball, Badgeville, BigDoor, SCVNGR, CrowdTwist, Natron Baxter

17. Resources
• PearlTrees - http://bit.ly/IhdQod
• Jesse Schell – The Pleasure Revolution http://bit.ly/J15rbp
• Gabe Zicherman - http://bit.ly/IUiWFZ
• Gamification.org/wiki
• Concept of “Flow” by Mihaly Csikszentmihalyi - bit.ly/conceptofflow

18. Resources
• Gamification Summit NYC; November 19 http://global13.gsummit.com/nyc
• 8 Tips to Create a Killer Gamification Strategy http://bit.ly/15bhbi7
• Harrisburg University www.harrisburgu.edu/learningtechnologies
– Graduate courses
– Workshops
– Center for Advanced Entertainment & Learning Technologies
www.harrisburgu.edu/caelt
– 4 on the 4th at 4 http://444.harrisburgu.edu

19. Andy Petroski
Director & Assistant Professor of Learning Technologies
apetroski@harrisburgu.edu
@apetroski
http://www.harrisburgu.edu/learningtechnologies
http://www.harrisburgu.edu/caelt
apetroski.wikispaces.com