2. What is gamification?
It’s about learning from games and applying it to solve real world
challenges.
Bob is a 10th grade student who loves
playing an FPS game called Call for
Strike. He is immersed in the game 2-
4 hours a day.
Bob’s academic grade is “D’ and he
is overweight.
What if we could find out what’s so
engaging about Call for Strike and
apply it to Bob’s studies and his
health?
3. Stella runs an NGO which tackles
social issues in her country.
She noticed that her team members
love playing ‘Pictionary’.
What if Stella could find out what is
it about the game that makes her
team members play together, and
apply it to the NGO’s projects to
increase productivity within her
team?
4. Ross is a businessman who makes
products for college students.
Ross noticed that the current craze
among the college students is a game
called ChapelRun .
What if Ross could find out what’s so
engaging about the game and apply it in
his interaction with the customers to
pump up his sales and marketing?
5. Useful terms
• Game elements : Tools/patterns used in building a game.
E.g., points, levels, badges, characters, challenges, etc.
• Game design techniques : Concepts used in
designing a game systematically, thoughtfully and artistically
to make it fun. E.g., motivational design, behaviorism,
reward structures, etc.
• Non game contexts : Objectives lying outside of a
game. E.g., to get a job, to increase productivity, to promote
greenery, to improve marks, etc.
6. Definition
Gamification is the use game elements and game
design techniques in non game contexts.
Example : Nike plus made running into a game like experience to
promote fitness and sales among customers. Check out how at
http://nikeplus.nike.com/plus/
7. Categories
1. External gamification : Gamification for those outside the
organization, like customers, for improving marketing, sales, customer
engagement, etc.
2. Internal gamification : Gamification for people within an
organization for human resource management, productivity
enhancement, etc.
3. Behavior change : Gamification to cause a desired behavior
change within an individual or a community for personal health,
cleanliness of a city, energy conservation, etc.
In which category do you think gamification in the cases of Bob,
Ross and Stella would fall under?
8. Examples
External gamification : The USA network created Club Psych, a
gamified website of their popular TV show called Psych.
They integrated the game mechanics with other aspects of the show (like
pineapple) to make it feel like an extension of the show.
Check out : http://clubpsych.usanetwork.com/
9. Results : A big marketing bump
• Overall traffic on the USA network increased 30%.
• Online merchandise sales increased 50%.
• Page views increased 130%.
• Psych content shared 300,000 times on facebook,
reaching 40 million users with original audience of
4.5 million.
10. Internal gamification : Windows 7 language quality game
Microsoft software is available in many languages across hundreds of
countries. It’s a challenge to make sure all the text, dialog boxes and other
interface elements are error free in all the languages.
The testing and QA group of Microsoft gamified the process to test the
localization of the company.
Teams scored points for each error found and the team ranking was
displayed on a leaderboard.
Microsoft volunteers saw it as a chance to compete against other
Microsoft offices and to make their localization the best in the company.
This got them to do the otherwise boring task of reading dialog boxes, for
free.
leaderboard
12. Behavior change : Speed limit enforcement by speed
camera lottery (The Fun Theory)
Cameras were set up to track speed of vehicles and show it to the
drivers.
As usual, those overspeeding were fined, but those who didn’t were
automatically entered into a lottery, money for which came from the fines
collected.
Result :
• Average speed in
Stockholm trial
decreased by over
20% from 32 to 25
kmph
Check out : http://www.thefuntheory.com/speed-camera-lottery-0
13. Checkpoint
• Is gamification turning everything into games?
• Is gamification all about using game elements like points,
leaderboards, rewards, etc into any situation?
• Will gamification produce desired results in every situation?
The answer is NO.
• Gamification is about learning from games and game designs.
• Gamification will not produce results in every area.
• Gamification is harder than it appears!
Now that you know what gamification is, the next question arises
‘Why gamification’?
Ponder over the question and stick around for the answer.
14. References and links
Gamification course content by Prof. Kevin Werbach, Wharton
School of University of Pennsylvania
http://dl.dropbox.com/u/220532/MindTrek_Gamification_Printer
Ready_110806_SDE_accepted_LEN_changes_1.pdf
http://www.accenture.com/us-en/blogs/technology-labs-
blog/archive/2012/03/28/gamification-and-the-behavior-
change-lifecycle.aspx
15. Contact us :
Akash Suresh
Center champion
CareerKraft Foundation
email - aakaashh.s@gmail.com
Abhishek Pathak
Center champion
CareerKraft Foundation
email – abhishek.pat94@gmail.com
To know more about CareerKraft, visit
http://careerkraft.in/
Thank You!
