1. Gamify This!
Damien Austin-Walker
Head of Digital
@vinspired
@b33god
damien@vinspired.com
@b33god

2. Gamification
A. Over-hyped tosh:
#hypedtosh
B. Useful mechanic for driving behaviour:
#behaveMan
C. Just classic application and UX design:
#UXinnit
@b33god
Gamification: over hyped tosh or useful mechanic for driving
behaviour? Or just good application design as always has
been, or good user experience design [ask audience and
vote on twitter hashtag #gamifythis #NFPtweetup]
Classic app design and user experience design is often about
simplification. Whereas Gamification often introduces an
*extra* layer or experience for users so that they can
challenge themselves or others to come out on top.
Young people have been raised with games as a major form
of entertainment. They expect fast-paced action and
continuous incremental reinforcement, to capture their
attention, you need to get how games are played

3. Motivators
Instrinsic vs Extrinsic
@b33god
“Extrinsic motivation produces quick behavior changes in the
student, but typically, these changes are temporary and last
only as long as the reward is available.”
“Some extrinsically motivated students are only learning
material to earn the reward, and might not fully absorb the
new information.”
“Intrinsic motivation is characterized by fascination with a
subject, and learning something for the sense of
accomplishment it provides.”
Life as a Teenager - AllPsychologyCareers.com
“Since the activity is generating the motivation, it is mostly
self-sustaining for as long as the child wants to continue the
activity.”
Motivating Learning in Young Children - nasponline.org
[thanks to Noam and Utku from MintDigital http://mintdigital.com/
for these quotes]

4. The Mechanics
■ Status
■ Achievement
■ Reward
■ Competition
@b33god
What is the definition for gamification?
Motivating people using the mechanics of status,
achievement, reward, and competition. The idea of '‘Levelling
up’, and leaving you hanging for more so you want to come
back. Badges showing different levels of achievement linking
into status, progress bars and meters, points and other
rewards that can be earned, loyalty awards, and
leaderboards. What really makes people engage in games is
the human desire to compete, against others and against
themselves.

5. The elements
■ Feedback cycles maintain engagement
■ Clear goals: empowering to achieve
■ Narrative: compelling
■ Challenging but achievable
@b33god
Works better when applied to lots of small actions.
Slight motivational triggers and rewards have more
proportional effect than a big motivational trigger or reward
for a big action. Continuous incremental reinforcement keeps
the person engaged and 'playing'

6. Green Shield Stamps
@b33god
Green Shield Stamps were a sales promotion or incentive
loyalty scheme using trading stamps, designed to encourage
or reward shopping, by being able to buy gifts. Founded in
1958 they ran until 1991

7. Ford’s SmartGauge™
@b33god
SmartGauge with EcoGuide’s unique design uses two, high-
resolution, full-color liquid crystal display (LCD) screens on
either side of the analog speedometer that can be configured
to show different levels of information, including fuel and
battery power levels, average and instant miles-per-gallon.
Growing leaves and vines track and reward the driver’s
efficiency
This is a very fitting use of Gamification as it is highly relevant
to and fully integrated into the environment it is used in
dashboard. I cannot find any statistics from Ford on how
successful they think it's been in encouraging smarter and
more efficient driving.

8. Piano Stairs
@b33god
Piano Stairs - a nudge or changing the incentive?
Is it sustainable or does the fun wear off?
http://www.youtube.com/watch?v=2lXh2n0aPyw

9. Foursquare
Started out as Dodgeball - then revived as Foursquare
with gamified elements.
@b33god
Number of users is not increasing. It had reached a plateau
since Aug of 2012
Do users eventually get tired of games and stop playing? Do
gamified platforms need to continually evolve and introduce
new features to maintain engagement and use?
For longer term sustainability do we need to use game
mechanics alongside more intrinsic and real world
motivators?

10. App-tivism
@b33god
Greenpeace's campaign to lobby Volkswagon to become
more eco-friendly
Over 2 years they got 520,683 petition signatures to pressure
Volkswagon to make greener cars
Part game and part PR. Is the Jedi training application
gamified or simply a game in the truer sense to engage
potential supporters and motivate them to sign the petition? Is
there a difference?!

11. Coppafeel
@b33god
copperfeel.org
The app aims to instill a long-term habit of breast checking.
Based on research from psychology and behavioral
economics
Users receive a photo message each month from a different
celeb or image. The app also houses a feature where you
can get your friends or partner involved by making them your
‘boob buddy’. You ask them to take some photos, and they
pop up on your phone each month.
They reported getting great fundraising results when they set
up leagues between universities - it spurred them all on to try
and beat each other.

12. Kickit
@b33god
Simply input your quit date and a few other details and kickit
will tell you how much you've saved and how long you've quit
for.
Add some incentives to help you kick the habit. Kickit will tell
you exactly how many days you need to quit smoking for until
you reach that goal. Incentives can be something like saving
up to buy an iPad.
Kickit will also tell you how your health is improving. Starting
with frequent updates that help inspire you to continue with
your goal.

13. Re-Mission
@b33god
Game for young cancer patients.
"The issue of medication adherence is a complex problem for
teens and young adults with cancer. They typically have
numerous prescriptions that change frequently and have
quite toxic adverse effects. These young people need intense
support to help make medication adherence a priority. In the
randomized trial, patients who played Re-Mission were more
likely to adhere to their oral medications. Not only did they
enjoy the game, but their improved adherence may possibly
lead to improvements in overall survival.”
- Tina Baggott, RN, PhD, PNP-BC, CPON University of
California San Francisco, Assistant Professor

14. Free Rice
@b33god
If you get it right, you get a harder question. If you get it
wrong, you get an easier question.
For each answer you get right, they donate 10 grains of rice
to the United Nations World Food Program: http://www.wfp.
org/?utm_source=freerice.
com&utm_medium=link&utm_campaign=fr_hp_link

15. Big Mouth
@b33god
BigMouth is a discussion forum which uses badges and
leaderboards to incentivise posting, commenting and other
actions on the site. http://bigmouth.vinspired.com
Also take a look at crowdfunding which uses badges,
progress bars and 'levels' of investment.
http://www.indiegogo.com/
http://www.kickstarter.com/
http://vinspired.com/igniter

16. Gamifying Donations
@b33god
http://www.thebudge.com/ (USA)
Similar UK platforms:
https://www.givey.com/
Select a charity to support, connect account to your social
networks. You can donate to a user's supported charity via
the website, SMS or by Tweeting amount and including user's
'Givey Tag'.
http://www.guess2give.com/
Set up a sweepstake and challenge your friends to guess the
result of your event

17. Hosted Gamification
http://www.badgeville.com/
http://openbadges.org/
http://www.gigya.com/gamification/game-
mechanics/
@b33god
Mozilla open badges is free (and open), the other two cost.
http://www.badgeville.com/
http://openbadges.org/
http://www.gigya.com/gamification/game-mechanics/

18. Thank you!
#GamifyThis
I've been:
damien@vinspired.com
@b33god
@b33god