Incontro privato CDO - Giovedì 9/09/2021 ore 18:00

1. Game design to motivate your users
Alessio Cavatore
GAMIFICATION
10 points to whoever can guess what the next slide is going to be!

2. Game design to motivate your users
GAMIFICATION
So, what’s the next slide? (10 pts)
ALESSIO CAVATORE

3. GAMIFICATION
Game design to motivate your users
GAMIFICATION
Definition:
Gamification is the process of applying
game design principles and techniques
to non-game contexts.
And why should we bother doing that?
10 points to the best answer.

4. Game design to motivate your users
GAMIFICATION
Other examples?
(5 pts per example)

5. WHAT’S THE OBJECTIVE
OF GAMIFICATION?
Game design to motivate your users
GAMIFICATION
The objective of gamification is to make these non-game contexts
more appealing for users (to get more, happier users) and
to influence users’ behavior (to get responsive users).
…and we could also fix reality, but that’s another story…
But why does making non-game activity more like a game
make the users happier? Why are we happy when we game?
To answer that, we need to agree on what a game is.
So, give me a definition of ‘game’. 10 points to the closest definition.

6. WHAT’S A GAME?
Game design to motivate your users
GAMIFICATION
“The voluntary attempt to overcome unnecessary obstacles.”
Bernard Suits, Canadian philosophy professor
Let’s look at Golf, as an example.
So, to define and understand games, what are the four typical elements of all games?
10 points per correct answer.

7. Game design to motivate your users
GAMIFICATION
Clear Objective
Clear Rules
Immediate Feedback
Freedom of (dis)engagement
Most people are never happier than when hard at work for an objective
they have chosen voluntarily and therefore can walk away at any time.
Therefore, making our non-game contexts more like games,
we make users happy and more willing to engage with us.
So, going back to the definition of Gamification,
who can give me examples of such non-game contexts that can be ‘gamified’?
(5 pts per example)
GAME, DEFINING ELEMENTS

8. Game design to motivate your users
GAMIFICATION
Gamification: What non-game contexts?
Some examples:
Art (e.g. museums interaction)
Commerce (e.g. McDonald’s Monopoly)
Education (e.g. Pearson active learn)
Work (more on this later, remember this one!)
Entertainment (e.g. interactive videos)
Insurance, Health & Fitness (e.g. Vitality)
Marketing (e.g. Costcutter)
Medicine (e.g. Play to Cure)
Social Good (e.g. detect Fake news)
Another rather obvious example? (20 pts)
Power Point presentations, of course!

9. Game design to motivate your users
GAMIFICATION
Gamification: What game design principles and techniques?
Some examples:
Points
Achievements/Badges
Appointments/Dates/Countdown
Behavioral momentum
Blissful productivity
Incremental Bonuses
Cascading information theory
Discovery/Exploration
‘Epic Meaning’
‘Free Lunch’
Level up
Loss aversion
Lottery
Ownership/Collectability
Progression (progress bar!)
Challenges/Quests
Rewards schedule
Status (charts, ranking)
Urgent Optimism (epic win!)
Virality/Community Collaboration
Combos

10. Game design to motivate your users
GAMIFICATION
Identify
‘game’
principles
and
techniques
on this
page!
(10 pts)
But let’s go
back to the
non-game
context I told
you to
remember…
What was
that?
(10 pts)
Are you
paying
attention?

11. Game design to motivate your users
GAMIFICATION
So, what would be the outcome of making work more like
play?
(10 pts)
Yes, happier, more
effective employees!

12. HOW COULD YOU MAKE WORK
AT YOUR COMPANY
MORE LIKE A GAME?
For yourselves and your employees / freelancers / suppliers /
customers…
Game design to motivate your users
GAMIFICATION
10 points per good answer!
Better to have another look at the previous slide.

13. Game design to motivate your users
GAMIFICATION
AND THE WINNERS ARE…

14. Game design to motivate your users
GAMIFICATION
But what was that bit about saving the world?
Let’s watch a video…
http://www.youtube.com/watch?v=dE1DuBesGYM