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January 2013 Gamification A short intro to Gamification in Retail “designing for engagement”This presentation is partially based on Ken Werbach’s course at Coursera
What is gamification?The integration of the mechanics that make games fun andabsorbing into non-game platforms and experiences in order toimprove and engage participationPractical categories: External (for example, consumer engagement) Internal (for example, office incentives) Behaviour change (for example, fitocracy.com)
…and rememberNo point in gamifying unless it is effectiveGamification is great for motivation - fun ispowerful
Why Gamify? Engagement gap - The more people use it, the more fun it is Choices - Lack of variety, either you check-in or you dont Progression - Checking-in the hundredth time is like checking-in the first time Social - Relationships with friends Habit - "If you have to think each time, youre not going to do it all that much.“
Successful Gamification: design rulesThe importance of balance Not too hard, easy, overwhelming, underwhelmingPlayer journey Onboarding - theres a beginning, a middle, and an end Scaffolding - an introductory task (how to do something, a deep learning process) Pathways to mastery - acquire and achieve a real skillsCreate an experience Don’t forget the fun!
Be the buyer“..the BTB voters’ feedbackplays a huge role in theselection of styles we sell onModCloth and helps us makebetter decisions about howdeeply we buy into certainstyles.”
Gamification Design FrameworkDesign thinking principles D6 design framework:Purposive because it has a DEFINE business objectivesgoal DELINEATE target behavioursHuman centred (it is about the DESCRIBE your playersuser experience ) DEVISE activity loops.Balance of analytical andcreative DONT forget the fun!Iterative and focus on the DEPLOY the appropriate toolsplayer journey
Gamification Risks“What we’re currently terming gamification is in fact theprocess of taking the thing that is least essential togames and representing it as the core of the experience.“PointsificationExploitationwarePrivacyGaming the game
Smart Gamification Player Business needs Smart Goals Gamification