The document discusses gamification and how game elements and design can be used in non-game contexts to engage users. It defines gamification and provides examples of game mechanics like badges, levels, leaderboards, challenges and rewards that can be used. It also discusses player types, psychological motivators in game design, tips for game design elements, and examples of companies using gamification.

1. Make it Easy Fun
to Get Started
The ABCs of Gamification

2. Gamification is not...
● Crappy badges on a crappy website
● Fix for shady product or experience
● Fix for poor understanding of customers &
prospects
● Actual games

3. Gamification is...
The use of game elements and game-design
techniques in non-game contexts.
● Multiplier
● "Fun theory"
● Next step in evolution of marketing
● Engaging experiences
● Spirit of a game
● Fun is job #1

4. Anything can be made fun
goo.gl/pNGhC

5. "Everything in the future
online is going to look like a
multiplayer game."
Eric Schmidt
Google Chairman
Internet Goes MMOG

6. Game Design
to Drive
Mass Change
Game
Mechanics
Game Design
Thinking
Sociological
Motivators in
Game Design
The Gamification Onion

8. Mindset Shift
Prospects & Customers
=
Players

9. Player Types (Bartle's)
Achievers
Defined by:
A focus on attaining status and
achieving preset goals quickly and/or
completely.
Engaged by:
Achievements
Typical makeup: 10%
Socializers
Defined by:
A focus on socializing and a drive to
develop a network of friends and
contacts.
Engaged by:
Newsfeeds, Friends, Lists, Chat
Typical makeup: 75%
Killers
Defined by:
A focus on winning, rank, and direct
peer-to-peer competition.
Engaged by:
Leaderboards, Ranks
Typical makeup: 5%
Explorers
Defined by:
A focus on exploring and a drive to
discover the unknown.
Engaged by:
Hidden Achievements
Typical makeup: 10%

10. Gamer Psychology Quiz
Explorer: 74%
Achiever: 66%
Socializer: 60%
Killer: 7%
goo.gl/fnQN3

11. Mindset Shift
Extrinsic Rewards Intrinsic Value
AmyJoKim.com

12. Game Design
to Drive
Mass Change
Game
Mechanics
Game Design
Thinking
Sociological
Motivators in
Game Design

13. Game Mechanics
Badges
LevelsLeaderboards
ChallengesRewards
Onboarding
Incentive
Loops
Points

14. Types of Points
Experience: most important,
earned for every action, may expire,
never go down, not redeemed
(always goes up, keep earning)
Redeemable: goes up & down, redeemable for goods (ie. bank
balance)
Skill-based: assigned to specific activities that are tangential to
XP or tangential to redemption
Karma: sole purpose is to be given them away, get no benefit
from keeping them (ie. voting system)
Reputation: often most complex, incorporate a number of
different things, used when a system can't verify trust

15. Why Badges
Collecting: historically badges were a collection
mechanism
Surprise/pleasure: "awesome, I earned a badge"
Visually valuable: aesthetically pleasing, people can
want them because they look good
Social promotion: opportunity for a user to promote
your product in the social graph, "I'm gonna share this
with others"
Goals & progress: can be a progress mechanic

16. Levels
Progression of difficulty (don't
slam them up front)
Difficulty from level to level is not
linear, usually exponential up front
and then decreasing over time

17. Reward Intervals
Fixed Ratio: given after a
fixed number of actions
Variable ratio: given after an
unknown number of actions

18. Challenges
Aligned with levels and experience points
Maintain "Flow" - balance between ability
level and challenge
(Treasure hunt)

19. Leaderboard Tips
Always put the user in
middle of the leaderboard
Show friends above and
below them
Show them a specific
instruction on what they
can do to move up

20. Incentive Loop Tips
(Viral loop)
Evolve through levels
Be deliberate & focused:
● how to get users into the experience,
● what keeps them engaged, and
● how to bring them back
ie. connecting & expressing > tweet > @mentions >
followers > rinse & repeat

21. Onboarding
First minute is the
most important
Minimize choice
Slowly reveal complexity of system to user
Don't explain, experience
Offer benefits first, then ask for registration
(give them something for free first, RIA)

22. Examples
Xbox.com/live: achievements, leaderboards
FourSquare.com: badges, rewards
GetGlue.com: rewards
LinkedIn.com: progress bar
SalesForce.com: leaderboard, achievements, leveling
Mint.com: achievements, progress bar
CheckPoints.com: virtual currency, rewards
ShopKick.com: virtual currency, rewards, contests
Hallmark.com: Facebook credits, virtual goods, gifting, sharing
Starbucks.com: leveling, rewards
Nike.com: achievements, badges, challenges, rewards
BuffaloWildWings.com: trivia, challenges

23. Service Providers
Bigdoor.com
Bunchball.com
Badgeville.com
iActionable.com
Gigya.com

24. Gabe Zichermann
goo.gl/xW9Bj

25. Game Design
to Drive
Mass Change
Game
Mechanics
Game Design
Thinking
Sociological
Motivators in
Game Design

26. Kevin Werbach
goo.gl/l07iw

27. Game Design
to Drive
Mass Change
Game
Mechanics
Game Design
Thinking
Sociological
Motivators in
Game Design

28. Will Wright
goo.gl/WfNim

29. Game Design
to Drive
Mass Change
Game
Mechanics
Game Design
Thinking
Sociological
Motivators in
Game Design

30. Jane McGonigal
goo.gl/fe9C5

31. Fun is Job #1