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Gamification - What, Why & How

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by

Basant Choudhary

on 25 September 2013

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Transcript of Gamification - What, Why & How

Gamification - What, Why & How
What is Gamification
Gamification involves applying game design thinking to non-game applications to make them more fun and engaging.
Why to Gamify?
Make technology more engaging,
Encourage users to engage in desired behaviors,
Shows a path to mastery and autonomy,
Help to solve problems and not being a distraction, and
Take advantage of humans' psychological predisposition to engage in gaming.

How does it work?
It works by offering an experience that directly appeals to human psyche:
Gamification Process in Detail
Lifecycle of a Gamer
Case Study / Application
Gamification can potentially be applied to any industry and almost anything to create fun and engaging experiences, converting users into players.
The technique can encourage people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, filling out tax forms, or reading web sites.
Human Psyches:
Rewards
Status
Achievements
Recognitions
Competition
Altruism
Self-expression

Key design Elements
Journey
Dynamics
Mechanics
Aesthetics
Social Action
Rules
Visitor
Novice
Expert
Master
Player Engagement Loop
Player Engagement
Visible Rewards / Progress
Fun, Delight, Trust, Pride, Curiosity
Motivating Emotion
Customize, Share, Help, Compete
Call to Action (Social)
Task, Mission, Game, Quiz
Points, Stats, Awards, Messages
Re-Engagement
Various Game Mechanics
Achievements
Appointments
Behavioral Momentum
Blissful Productivity
Bonuses
Cascading Information Theory
Combos
Community Collaboration
Countdown
Discovery
Epic Meaning
Free Lunch


Infinite Game play
Levels
Loss Aversion
Lottery
Ownership
Points
Progression
Quests
Reward Schedules
Status
Urgent Optimism
Virality
Game Mechanics
Facebook Gamification
Empowerment
Sharing whatever you want
Tons of facebook games
Instant feedback of friends "Liking"
Social Pressure
Friend invite
Conformity
Social Prod
Group Quest
Touting
Envy
Unpredictability
Refreshing Content
Suspense
Avoidance
Sunk Cost Strategy
Scarcity
Inner Circle (University Groups during early days)
Ownership
Build from Scratch
Photos / Profiles
Friends
Memories
Protection
Recruitment
Monitoring
Groups / Pages
Meaning
Elitism
Staying in touch with friends
Stalking
Accomplishment
Completed Profiles
More Friends
Likes and comments on posts
Aura / Clout effect
Social Actions
• Express
• Show-off
• Compete
• Compare
• Curate
• Comment
• Like
• Vote

• Rate
• Explore
• View
• Read
• Help
• Give
• Share
• Greet
• Harass

Key Design Elements
Player
User
Dynamics
Time based patterns in the game. Pacing, Appointments, Progressive unlocks, rewards schedules, dynamic systems.
Rewards schedules -> habits, surprise, addiction
Mechanics

Features that makes progress visible.
E.g. Levels, Points, Leaderboards, badges, Mission, Player Journey, Virtual Goods
Aesthetics

The overall experience that yield emotional engagement.
E.g. curiosity, Satisfaction, surprise, delight, trust, Fun, envy, price, connection
Social Action
How players engage with each other in game
Game Experience
Rules
Unambiguous tenets that guide and also inform behavior. Provide internal structure for games.
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