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The Game Layer

@jschweitz77
@kat_b_fisher
@mixaster

#gswgamelayer
Q&A
• Just tweet questions to #gswgamelayer and
  we will tackle them after the presentation!
• Don’t make fun of me, I know all of you and
  where you sit
The game layer...

• Uses game mechanics that are effective at
  motivating people in the virtual world to
  motivate people in the real world
• Is brand new, it’s still under construction
• Seeks to influence where we go, what we
  do, how we do it, why we do it, etc.
• Has the opportunity to be much more
Game Dynamics
• Status          • Structured Exchanges
• Incentives      • Reputation/Ranking
• Disincentives   • Poking
• Challenges      • Inclusive/Exclusive
                    Ownership
• Progression
• Level Up        • Communal Gameplay
• Free Lunch      • Communal Discovery
• Gifting         • Countdown
                  • And many more
Is it powerful?
• "World of Warcraft" players have spent
  5.93 million years playing and solving
  problems in their virtual environment
• Can we focus that kind of power on big
  problems?
• Blissful Productivity - people work hard for
  something when it’s fun
Books, Brownies, and
       Bono
School




School is a game?
School is an Almost Ideal Gaming
            Ecosystem
• Motivated Players     • Levels
• Challenges            • Appointment
                          Dynamics
• Rewards
• Rules                 • Countdowns
• Allies                • Incentives/
                          Disincentives
• Enemies               • Etc
           Is it poorly designed?
School Problems and Fixes

        Problem                    Solution

      Engagement              Progression Dynamic
     Grading is Broken
                                   Status & Levels
  Moral Hazard of Gameplay


        Cheating                Social Fabric of
   Misapplied Disincentives       Gameplay
    Ruins Game Integrity            Player Trust
Grades Fail as Rewards
Grades Fail as Rewards
 Status Quo
 • Grades are simply levels
 • Valedictorians, percentiles, honor students are statuses
Grades Fail as Rewards
 Status Quo
 • Grades are simply levels
 • Valedictorians, percentiles, honor students are statuses


 Problem
 • You can lose the game!
 • Failing (progressing negatively) is a constant possibility
 • Shouldn’t ever be able to “level down”
 • A to C or B to C is BAD
Grades Fail as Rewards
 Status Quo
 • Grades are simply levels
 • Valedictorians, percentiles, honor students are statuses


 Problem
 • You can lose the game!
 • Failing (progressing negatively) is a constant possibility
 • Shouldn’t ever be able to “level down”
 • A to C or B to C is BAD

 Solution
 • Re-implement grades as a progression dynamic
 • XP++, not a weighted dynamic
 • Focus on the positive end goal, not the negative
Grades (status) => Levels (progression)

   • Decrease direct correlation of action to
     reward
   • Focus on final goal, not interim rewards
     (letter grades)
   • Increase engagement levels in school
Cheating
• We’re currently fighting it with a game
  dynamic, but it’s being implemented in a
  bad way
• The misapplied disincentive is not on
  cheating, it’s on getting caught
People at Princeton Don’t Cheat




      But they do play quidditch
No Oversight = No Cheating?
No Oversight = No Cheating?

 Princeton changed the game
 • Write the honor code
 • Complicity is a crime
No Oversight = No Cheating?

 Princeton changed the game
 • Write the honor code
 • Complicity is a crime
 “Social fabric of gameplay”
 400 cases/year => 2 cases/year
Girl Scouts
Girl Scouts




Status + Incentives + Progression + Demonic Children = Cookies
American Express
American Express




Status + Incentives + Progression + Exclusive Ownership = Bono
Pants, patches, and
       points
Gap & Facebook




• 10000 Free pairs of jeans, 25000 people
Gap & Facebook




• 10000 Free pairs of jeans, 25000 people
Rewards + Free Lunch + Communal Discovery = Pants
Groupon
Groupon




Free Lunch + Countdowns + Communal Gameplay = Rash
SCVNGR
SCVNGR
SCVNGR con Pollo
                Buffalo Wild Wings Locations
                                         Visits   Challenges
200000


150000


100000
         Rewards launched
 50000


    0
   12/6/2010                1/6/2011   2/6/2011         3/6/2011
SCVNGR con Pollo
                Buffalo Wild Wings Locations
                                         Visits   Challenges
200000


150000


100000
         Rewards launched
 50000


    0
   12/6/2010                1/6/2011   2/6/2011         3/6/2011



Communal Gameplay + Challenges + Rewards > Vowels (wtf)
Whrrl
Whrrl




Inclusive Membership + Level Up + Rewards > Vowels (again?!)
Level Up
Level Up




Free Lunch + Communal Gameplay + Incentives + Progression +
                  Countdown = Drunk
Playmoolah.com
Playmoolah.com




Challenges + Level Up + Incentives + Education > College Kids in Credit Trouble
Daily Feats
Daily Feats
Daily Feats




Incentives + Challenges + Communal Gameplay = Online Girl Scouts
Thanks
Kiip   @bretrose
Accidental Kitteh Find
Accidental Kitteh Find




Kittehs + Funny + Communal Discovery = Cheezburgers
Is there money in this?
                                         Raised           Valuation

$120m


$90m


$60m


$30m


 $0m
        Foursquare   SCVNGR   MyTown   ShopKick   Whrrl       Gowalla
Is there money in this?
                                         Raised           Valuation

$120m


$90m


$60m


$30m


 $0m
        Foursquare   SCVNGR   MyTown   ShopKick   Whrrl       Gowalla




               Facebook = $50 billion
How can we apply this
   to healthcare?
• We have tons of opportunity in a dry,
  boring space
• Think about ways to use the game layer
  when brainstorming for your clients
• Start gaming!
Who should we follow?
• Seth Priebatsch      @sethpriebatsch


• Jesse Schell      @jesseschell


• Jane McGonigal       @avantgame


• Gabe Zichermann         @gzicherm
Q&A / Discussion

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Game layer

  • 2. Q&A • Just tweet questions to #gswgamelayer and we will tackle them after the presentation! • Don’t make fun of me, I know all of you and where you sit
  • 3. The game layer... • Uses game mechanics that are effective at motivating people in the virtual world to motivate people in the real world • Is brand new, it’s still under construction • Seeks to influence where we go, what we do, how we do it, why we do it, etc. • Has the opportunity to be much more
  • 4. Game Dynamics • Status • Structured Exchanges • Incentives • Reputation/Ranking • Disincentives • Poking • Challenges • Inclusive/Exclusive Ownership • Progression • Level Up • Communal Gameplay • Free Lunch • Communal Discovery • Gifting • Countdown • And many more
  • 5. Is it powerful? • "World of Warcraft" players have spent 5.93 million years playing and solving problems in their virtual environment • Can we focus that kind of power on big problems? • Blissful Productivity - people work hard for something when it’s fun
  • 8. School is an Almost Ideal Gaming Ecosystem • Motivated Players • Levels • Challenges • Appointment Dynamics • Rewards • Rules • Countdowns • Allies • Incentives/ Disincentives • Enemies • Etc Is it poorly designed?
  • 9. School Problems and Fixes Problem Solution Engagement Progression Dynamic Grading is Broken Status & Levels Moral Hazard of Gameplay Cheating Social Fabric of Misapplied Disincentives Gameplay Ruins Game Integrity Player Trust
  • 10. Grades Fail as Rewards
  • 11. Grades Fail as Rewards Status Quo • Grades are simply levels • Valedictorians, percentiles, honor students are statuses
  • 12. Grades Fail as Rewards Status Quo • Grades are simply levels • Valedictorians, percentiles, honor students are statuses Problem • You can lose the game! • Failing (progressing negatively) is a constant possibility • Shouldn’t ever be able to “level down” • A to C or B to C is BAD
  • 13. Grades Fail as Rewards Status Quo • Grades are simply levels • Valedictorians, percentiles, honor students are statuses Problem • You can lose the game! • Failing (progressing negatively) is a constant possibility • Shouldn’t ever be able to “level down” • A to C or B to C is BAD Solution • Re-implement grades as a progression dynamic • XP++, not a weighted dynamic • Focus on the positive end goal, not the negative
  • 14. Grades (status) => Levels (progression) • Decrease direct correlation of action to reward • Focus on final goal, not interim rewards (letter grades) • Increase engagement levels in school
  • 15. Cheating • We’re currently fighting it with a game dynamic, but it’s being implemented in a bad way • The misapplied disincentive is not on cheating, it’s on getting caught
  • 16. People at Princeton Don’t Cheat But they do play quidditch
  • 17. No Oversight = No Cheating?
  • 18. No Oversight = No Cheating? Princeton changed the game • Write the honor code • Complicity is a crime
  • 19. No Oversight = No Cheating? Princeton changed the game • Write the honor code • Complicity is a crime “Social fabric of gameplay” 400 cases/year => 2 cases/year
  • 21. Girl Scouts Status + Incentives + Progression + Demonic Children = Cookies
  • 23. American Express Status + Incentives + Progression + Exclusive Ownership = Bono
  • 25. Gap & Facebook • 10000 Free pairs of jeans, 25000 people
  • 26. Gap & Facebook • 10000 Free pairs of jeans, 25000 people Rewards + Free Lunch + Communal Discovery = Pants
  • 28. Groupon Free Lunch + Countdowns + Communal Gameplay = Rash
  • 31. SCVNGR con Pollo Buffalo Wild Wings Locations Visits Challenges 200000 150000 100000 Rewards launched 50000 0 12/6/2010 1/6/2011 2/6/2011 3/6/2011
  • 32. SCVNGR con Pollo Buffalo Wild Wings Locations Visits Challenges 200000 150000 100000 Rewards launched 50000 0 12/6/2010 1/6/2011 2/6/2011 3/6/2011 Communal Gameplay + Challenges + Rewards > Vowels (wtf)
  • 33. Whrrl
  • 34. Whrrl Inclusive Membership + Level Up + Rewards > Vowels (again?!)
  • 36. Level Up Free Lunch + Communal Gameplay + Incentives + Progression + Countdown = Drunk
  • 38. Playmoolah.com Challenges + Level Up + Incentives + Education > College Kids in Credit Trouble
  • 41. Daily Feats Incentives + Challenges + Communal Gameplay = Online Girl Scouts
  • 42. Thanks Kiip @bretrose
  • 44. Accidental Kitteh Find Kittehs + Funny + Communal Discovery = Cheezburgers
  • 45. Is there money in this? Raised Valuation $120m $90m $60m $30m $0m Foursquare SCVNGR MyTown ShopKick Whrrl Gowalla
  • 46. Is there money in this? Raised Valuation $120m $90m $60m $30m $0m Foursquare SCVNGR MyTown ShopKick Whrrl Gowalla Facebook = $50 billion
  • 47. How can we apply this to healthcare? • We have tons of opportunity in a dry, boring space • Think about ways to use the game layer when brainstorming for your clients • Start gaming!
  • 48. Who should we follow? • Seth Priebatsch @sethpriebatsch • Jesse Schell @jesseschell • Jane McGonigal @avantgame • Gabe Zichermann @gzicherm

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