Gamification
Applications, Strategies and Methods
We will learn:
Defining Gamification and its applications.
Basic Concepts Applications and examples
Concept of User Engagement in Business.
Assignment – Gamification in Education Gamification in Business Gamification Strategies
Gamification vs Game Based Learning
Concept of Serious Games Gamification Psychology Assignment: Research Poster
Gamification Design Principles
Methods and Guidelines Assignment: Final Project Visualization and Design
Defining Gamification and its Applications:
Definition
Gamification is the concept of
using the operations, processes
and competition of the gaming
environment and turning those
features into a system that
encourages consumer participation, The primary objective is engaging
engagement and loyalty. the user; the characteristics of game
playing make it much easier for
For example, allowing the creation online users to identify themselves
of a specific format of user identity with the content and brand behind
creates opportunities for the game.
implementing reward systems, Gamification features:
perks, goals and a variety of
engagement options. • Game-like objectives and rewards.
• Entertainment and Engagement
• User relatability
• Evolving experience
Defining Gamification and its Applications:
Objectives of Gamification
Gamification has several objectives
which range from strategies to
engage the users to short- and long-
term marketing and business goals.
Entertainment, Engagement, Attracting User Attention, Gathering
Brand Loyalty, Learning, Business
Expression, Encouragement, User Input, Gain Popularity /
Goals, Career Building, Health,
Conditioning, Practice, Training, Recognition, Unique Approach to
Information, Ideation,
Immersion, etc. Consumer interaction, etc.
Defining Gamification and its Applications:
Activity Time!
Can you find
16
Gamification
words?
Defining Gamification and its Applications:
Elements of Gamification
Depending on the type of But first a few basic ones:
user, gamification
strategies can feature a
wide variety of elements.
According to Bartel’s
Taxonomy, Players fall Welcoming / Helping Navigation / Guidance / Randomness / The Gatcha
under the categories of: Gesture Pathfinding Machine
Socializers, Achievers,
Killers and Explorers.
For each category, we can
list and discuss some
Loss Aversion / Progress / Feedback, Motivation, Schedules, Rewards,
notable elements.
Profile Preservation Encouragement Journey, Cycles
Defining Gamification and its Applications:
Elements of Gamification
Depending on the type of For Socializers:
user, gamification
strategies can feature a
wide variety of elements.
According to Bartel’s
Taxonomy, Players fall Clubs / Groups / Guilds / Social Network and Social Gifting, Sharing and
under the categories of: Houses / Teams Discovery Emoting
Socializers, Achievers,
Killers and Explorers.
For each category, we can
list and discuss some
Expression / Avatar, Personalization,
notable elements. Knowledge Sharing
Communication Social Status
Defining Gamification and its Applications:
Elements of Gamification
Depending on the type of For Achievers:
user, gamification
strategies can feature a
wide variety of elements.
According to Bartel’s
Taxonomy, Players fall Rewards Track / Roadmap / Badges, Trophies, Challenges, Quests,
under the categories of: Visible Goals Achievements, Status Missions
Socializers, Achievers,
Killers and Explorers.
For each category, we can
list and discuss some
Puzzles, Skill Development, Leaderboards, Rankings,
notable elements. Collection
Growth of Knowledge Performance Analysis
Defining Gamification and its Applications:
Elements of Gamification
Depending on the type of For Killers / Disruptors:
user, gamification
strategies can feature a
wide variety of elements.
According to Bartel’s
Taxonomy, Players fall Competition Development Tools Voting / Involvement
under the categories of:
Socializers, Achievers,
Killers and Explorers.
For each category, we can
list and discuss some
notable elements. Innovation Anarchy Anonymity
Defining Gamification and its Applications:
Elements of Gamification
Depending on the type of For Explorers / Seekers:
user, gamification
strategies can feature a
wide variety of elements.
According to Bartel’s
Taxonomy, Players fall Narrative / Lore Easter Eggs / References Creative Tools
under the categories of:
Socializers, Achievers,
Killers and Explorers.
For each category, we can
list and discuss some
Unlockable / Findable Wiki / External Links /
notable elements. Curiosity
Rewards Branching Paths
Defining Gamification and its Applications:
Types of Motivations / Drives
Intrinsic Extrinsic
Social Mechanics Accomplishment
Empowerment Distinction
Unpredictability Ownership
Defining Gamification and its Applications:
Takeaways
Gamification is the process of adding Game-like elements to Non-Gaming
Contexts. It is used as a method to increase engagement and motivation to
achieve specific ends.
Various elements of Gamification apply to and are favorable for engaging
specific types of ‘Players’ who are motivated by different things.
Gamification capitalizes on channeling these motivations into actions which
lead to various rewards and achievements.
Users are attracted to games because games allow them to fulfil personal
needs of expression, achievement, improvement, discovery and social
acceptance by providing entertaining and involving mediums of achieving
various objectives.
Defining Gamification and its Applications:
Chapter Complete
Defining Gamification and its Applications:
Applications and examples
• Use of colorful graphics
• Visible Roadmap
• Chapters to Levels
• Economy Design
Defining Gamification and its Applications:
Applications and examples
• Use of colorful graphics
• Visible Roadmap
• Chapters to Levels
• Economy Design
Defining Gamification and its Applications:
Applications and examples
•Internal currency — lingots — which the
user can earn for completing various
activities.
•Social interaction — the ability to
collaborate with friends invited via
Facebook.
•Competitiveness — the ability to vote on
the best translation provided by users.
•Badges awarded for achievements such as
completion of a certain number of skills,
spending a certain amount of lingots, etc.
•Point-based rewards and a scoreboard.
Defining Gamification and its Applications:
Applications and examples
• Refer to
Defining Gamification and its Applications:
Applications and examples
Gamification has been widely applied in marketing.
Over 70% of Forbes Global 2000 companies surveyed in
2013 said they planned to use gamification for the
purposes of marketing and customer retention.
In November 2011, Australian broadcast and online
media partnership Yahoo! launched its Fango mobile
app/SAP, which TV viewers use to interact with shows via
techniques like check-ins and badges. Gamification has
also been used in customer loyalty programs.
Defining Gamification and its Applications:
Applications and examples
Gamification in
Fitness app - Fitocracy
Defining Gamification and its Applications:
Applications and examples
Defining Gamification and its Applications:
Assignment – Gamification in Education
This assignment involves creating a digital gamified interface for E-
Learning.
You are free to select an age group and an academic subject of your
choice. The Design must include BOTH Desktop and Mobile Versions
for the same.
Deliverables include:
[Link] Pitch
[Link] Map / Flow Diagram(s) of Products.
[Link] Wireframe of Screens
[Link] Prototype Link
Defining Gamification and its Applications:
Assignment – Gamification in Education
Pitch Format:
The following slides are mandatory. Additional slides may be
used as per the requirement of the project.
1) Introduction – Describe the project chosen.
2) Problem Identification – What is the problem and how can
gamification solve it (specific context).
3) Parameters – Subject, Demographic, Platform
4) Feature Slides (Individual Slides focusing on each
gamified feature).
5) UI Design – User Flow
6) Visual Wireframe of App.
7) Link to Prototype
8) References
Defining Gamification and its Applications:
Gamification in Business
What is ‘Loyalty?’
Loyalty is often defined as a strong
feeling of support or allegiance towards
an individual or a group.
For the context of Gamification, we can
observe its purpose as encouraging an
incremental choice in your favor when
all things are mostly equal.
Defining Gamification and its Applications:
Gamification in Business
What is ‘Loyalty?’
An example of ‘visible roadmap’ can be
seen in the Coffee Card of Caffe’ Nero.
A game card such as this can encourage
the customer to prefer this brand over
others, for the free reward at the 10th visit,
or purchase. The user may:
a) Come frequently to update the card.
b) May buy more than one coffee for
sake of progress.
Defining Gamification and its Applications:
Gamification in Business
What is ‘Loyalty?’
Defining Gamification and its Applications:
Gamification in Business
What is ‘Loyalty?’
If we consider the case of the first
Frequent Flyer programs in the USA such
as AAdvantage, followed in short order by
United’s Mileage Plus and TWA’s
Aviator we can see another strategy to
gain customer loyalty.
With the development of the frequent-flyer
program, businesses discovered that
loyalty is less about free stuff than it is
about status.
Defining Gamification and its Applications:
Gamification in Business
S A P S
Status Access Power Stuff
Defining Gamification and its Applications:
Gamification in Business
S A P S
Defining Gamification and its Applications:
Gamification in Business
S A P S
Status is the relative position of an individual in relation to others, especially in
a social group.
Status benefits and rewards give players the ability to move ahead of others
in a defined ranking system.
Defining Gamification and its Applications:
Gamification in Business
S A P S
This ranking system need not be based on the real world at all—it works
perfectly in a virtual / constructed environment.
Defining Gamification and its Applications:
Gamification in Business
S A P S
Elements of Status could be Badges and Leaderboards.
Defining Gamification and its Applications:
Gamification in Business
S A P S
Access is simply the ability of a player to enjoy benefits that others do not. For
example, players can have access to better offers, deals and in general, more
advantages in the playing field.
Players who pay the premium generally do so for the sake of long-term
benefits. Consider the case of Gilt, or how Food Delivery apps have a ‘Pro
Membership’.
Defining Gamification and its Applications:
Gamification in Business
S A P S
Instead of offering top customers discounts or giveaways, Gilt Noir members
are given early access.
High-end fashion houses like Bottega Veneta or Gucci, have strategies where top
buyers and celebrities get first dibs on cool new products.
Defining Gamification and its Applications:
Gamification in Business
S A P S
Elements of Access in Gamification could be benefits like Early Access, Cheaper
Long-term deals, exclusive content and unique / personalized rewards.
Defining Gamification and its Applications:
Gamification in Business
S A P S
Power refers to the strategy of granting players power over other players or
higher positions of control in the functioning of the system. For example, in
forums and groups a frequently helpful and communicative individual may be
promoted to the ranks of Moderators.
Players can work for the organization for free and the power benefits keep their
morale and motivation high.
Defining Gamification and its Applications:
Gamification in Business
S A P S
Power is sought after quite often, however, not all players may feel the need of
exercising control over others, so they may not use available power. This element
requires higher action from the player to actualize its meaning in the strategy.
Defining Gamification and its Applications:
Gamification in Business
S A P S
‘Stuff’ or ‘Freebies’ can create a desire to make efforts / spend money to achieve
it. For example, a free ice cream after every 10 ice cream purchases. However, the
monetary value of these freebies are generally low and more importantly known
to the player.
Defining Gamification and its Applications:
Gamification in Business
S A P S
One of the issues with free stuff is that it is ‘real’ and comes with an added cost
to the company. Another problem is that once the player gets the stuff, the game
is essentially over, and the drive must be reset.
Creative strategies can still make Freebies viable, but in general, Players seek the
other elements more.
Defining Gamification and its Applications:
Gamification in Business
S A P S
Defining Gamification and its Applications:
Gamification Strategies
Game design is a relatively new,
discipline with roots in both
psychology and systems-thinking.
When creating a gamified experience,
we leverage many aspects of game
design, while focusing on the core
elements that will produce the
greatest impact for our players.
Defining Gamification and its Applications:
Gamification Strategies
One of the most frequently leveraged
frameworks of game design is referred to as
MDA—which stands for:
• Mechanics
• Dynamics
• Aesthetics
The MDA framework is a postmortem analysis
of the elements of a game. It helps us
use systems-thinking to describe the interplay of
those game elements and apply
them outside of games.
Defining Gamification and its Applications:
Gamification Strategies
• Mechanics make up the functioning
components of the game.
• Dynamics, meanwhile, are the player’s
interactions with those mechanics.
• They determine what each player is doing
in response to the mechanics of the
system, both individually and with other
players.
• Sometimes, game mechanics and game
dynamics are used interchangeably, but
they are markedly different.
Defining Gamification and its Applications:
Gamification Strategies
Finally, the aesthetics of the system are how the
game makes the player feel during interaction.
Game aesthetics can be viewed as the
composite outcome of the mechanics and
dynamics as they interact with and create
emotions.
Defining Gamification and its Applications:
Gamification Strategies
Elements of the Strategy : Points
Points are important regardless of whether their
accumulation is shared among players, or even
between the designer and the player.
They are generally used to indicate progress
towards a goal.
Think of:
• A goal in a sporting event
• Redeemable points in a video game
• Bonus points for task completion
Defining Gamification and its Applications:
Gamification Strategies
Elements of the Strategy : Points
Examples of ‘Points’ in real world:
Cash score:
• Indicates how much currency is possessed
by the individual or in reserve.
• Not shared due to societal taboos.
• Indicated passively through various means
of expression.
Defining Gamification and its Applications:
Gamification Strategies
Elements of the Strategy : Points
Examples of ‘Points’ in real world:
Video Game Score:
• Indicates progress in a video game.
• Visibly indicated in almost all game
interfaces due to its motivational value
to the player.
• May or may not be relevant to social
status.
Defining Gamification and its Applications:
Gamification Strategies
Elements of the Strategy : Points
Examples of ‘Points’ in real world:
Social Network Score:
Social Media platforms often indicate number of
friends / followers / Likes.
• They serve an overt purpose of status.
• Companies place this score at the forefront of
profiles.
• Most people can approximately / precisely
guess this number for themselves.
Defining Gamification and its Applications:
Gamification Strategies
Redeemable Points
We can leverage one of such ‘Point based
systems’ to form the foundation of our
experience. In some cases, your point
system will be overt, direct, and highly
motivational. Experience Points
Social Points
Engagement Points