Gamification will disrupt your business, if done properly

1. Gamification
Christophe Benoit – Monkeytalk 21/05/2015

2. Bruikbaar?
Wat speel jij zoal?
• Sport?
• Puzzels?
• Boardgames?
• Kaartspellen?
• Console – PC Games?
• Mobile games?
• Online games?
• Spelletjes zijn kinderachtig?

4. Begonnen met game programming...
... Gefrustreerd.
Epic Fail!

5. Lessons learned:
experiences drive us

7. Mijn interesses in gamification:
• Verbeteren klantenrelatie
• Werknemers motiveren & engageren
• Vernieuwde verdienmodellen

8. Novice:
An introduction to Gamification
Beginner:
Game Thinking
Gevorderde:
Why games work
Deskundige:
Tools Expert:
Framing the game

9. Novice:
Een inleiding tot Gamification
‘Everyting in the future online will look like a multiplayer game’
- Google chairman Eric Schmidt

10. Full
Playing
Gaming
Partial
Serious
gaming
PlayificationToys
Gamification

11. ‘The use of game mechanics and
experience design to digitally engage
and motivate people to acheive their
goals’ – Gartner 2014

12. • Game mechanics describes the key elements
that are common to many games such as points,
badges and leaderboards.
• Experience design describes the journey players
take with the elements such as game play, play
space and story line.
• Gamification is a method to digitally engage
people rather than personally engage, meaning
that players interact with computers,
smartphones, wearables or other digital devices.
• The goal of gamification is to motivate people to
change behaviors or develop skills or to drive
innovation.
• Gamification focuses on enabling players to
achieve their goal – and as a consequence the
organization achieves its goals.

13. De doelen van een student in het
hoger onderwijs?
Competenties verwerven
Diploma behalen
Punten scoren
Aangename tijd beleven

14. De doelen van een werknemer?
Loon
Werk realiseren
Status verwerven
Aangename tijd beleven
Pensionering

15. Gamification, like most emerging trends, is
suffering from growing pains. By 2014 80% of
current gamification applications will fail to meet
business objectives, primarly due to poor design.
- Brian Burke, Gartner 2012 -

16. Best practice

17. Beginner:
Game Thinking

18. Gamers try to win...
...Game designers try to make gamers play.

19. GAME?
‘A game is what happens inside the
magic circle’ – J. Huizinga

20. ‘A game is a series of meaningful
choices’ – Sid Meier

21. BELANGRIJKE LESSEN
• Games zijn vrijwillig
• Gamer heeft de (illusie van)
controle

22. Gevorderde:
Why games work
‘A soldier will fight long and hard for a bit of colored ribbon’
– Napoleon Bonaparte

23. WHY GAMES WORK
• Conditionering (Pavlov)
• Self determination theory (Deci & Ryan)
• Ervaringen maken gelukkiger dan dingen
(Dan Gilbert)
• Fun (Lazzaro)
• License to fail (J. English)

24. SELF DETERMINATION THEORY
Edward Deci, Richard Ryan
• Human beings are inherently
proactive
• Strong internal desire for
growth
• External environment must
support this

25. FUN
Nicole Lazzaro
• Easy fun
player finds fun on exploring the system
• Hard fun
player finds fun in challenges
• People fun
player finds fun in engaging with others
• Serious fun
player finds fun in helping others

28. PLAYER TYPES
Bartle

29. Deskundige:
Tools

30. THE BIG PICTURE

31. COMPONENTS (PBL’S)
• Points
– Keeping track
• Badges – Levels
– Achievements
• Leaderboards
– Social interaction
• The principle of invisibility

33. MECHANICS
What’s the point of points?
• Feedback
– Learn as you go
• Rewards
– The experience is the reward
(relatedness, completion)

35. DYNAMICS
The big experience
• Progression (SDT)
– Engagement loop (onboarding)
– Progression loop

36. Never Fail?

38. EMOTIONAL DRIVERS
1. Epic betekenis
2. Ontwikkeling en realisatie
3. Empowerment van creativiteit en
feedback
4. Eigendom en verzamelen
5. Sociale invloed en verbondenheid
6. Schaarste en ongeduld
7. Onvoorspelbaarheid en
nieuwsgierigheid
8. Verlies en vermijding

39. Expert:
Framing the game

40. GAMIFICATION FRAMEWORK
1. Definieer objectieven
2. Beschrijf het doelgedrag
3. Beschrijf je spelers
4. Ontwerp de activiteitencycli
5. Zorg voor fun
6. Gebruik de geschikte tools

41. WHAT’S NEXT?
Inderdaad...
....start gaming
Christophe.Benoit@ehb.be
@ChristophBenoit
gamification4business.wordpress.com