AN INTRODUCTION TO FUNORMALING BUSINESS

Alireza Ranjbar SHourabi

Gamified or Gamifyed!

Score based on the number of the typos you can find!Count conceptual conflicts in my speech!

AndWin a free Gamification session!

Alireza Ranjbar SHourabi

Problem Designer (Game Designer)

Problem Solver (Gamification Designer)

Electrical Engineer (IUST)

Animation & Game (Mobile – Desktop) Business (Creativity – GrowthHacks)

Photography(Hobby)

This Presentation

What is Gamification What is not Gamification

Definitions and Samples

Why is it valuable? Where does the power come from?

How to Gamify?

Gamification?

Gamification is …

Learning from games and their abilities to connect with people.

Using game elements while knowing that a game is a lot more.

Thinking like a game designer. Having objectives other than winning in the

game. Appreciating FUN!

Much HARDER than it appears!

A simple visual definition

Definitions

The use of game elements and game design techniques in non-game contexts.

The process of game thinking and game mechanics to engage users and solve problems.

Gamification is the concept of applying game-design thinking to non-game applications.

the application of typical elements of game playing to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service.

Game Elements & Mechanics

Game Elements & Mechanics Score Points Badges Achievements Quests Leader boards Currency Level Experience

Gamification is NOT …

Making a 3D virtual world Making everything a game Game theory Just PBLs Simulations or serious games

Windows solitaire

Gamification is NOT …

Major Industries using gamification

Who is using it?

Microsoft Nike SAP American Express Major League Baseball Salesforce.com AXA Equitable CodeAcademy Deloitte Samsung EMC Foursquare Stack Overflow

USA Networks LiveOps Dell Kaiser Permanente Foot Locker Opower eBay Cisco Recyclebank Universal Music Siemens Yelp Verizon

Sample : Pain Squad

Sample : Foldit

Sample : Zamzee

Sample : Khan Academy

Engagement = Loyalty

Connection between consumer and a product or service Recency Frequency Duration Virality Ratings

Loyalty is no longer private!

Behind engagement, revenue follows!

Usage : External / Internal

External Marketing Sales Customer engagement

Internal HR Productivity enhancement Crowd sourcing

External Usage

Internal Usage

Usage : Behavior Change

Health and wellness Sustainability Personal finance

Social good applications Social Entrepreneurship

Behavior change usage

Behavior change usage

Games : where the power comes from Games are able to get people to take actions

that they don’t always know they want to take, without the use of force, in a predictable way.

3 Central components Pleasure Rewards Time

Name two that are more powerful than Games!and win a free gamification session!

How can we know games are powerful?

How can we know games are powerful?

What is a Game? And Why people Play?

Mastery – Destress – Having fun - Socialize

What is a Game?

Has Goal(s) = Objective(s) Has Rule(s) = Limitation(s) Has Balance of structure and exploration Needs Attitude = Following rule(s)

Voluntarily overcoming unnecessary obstacles

Games & Gamification

Real World Games Creating unnecessary obstacles Video games when used best provide

experiences to people.

Games Real World Helping with situations at hand Gamification when used best provides

motivation to participate in a behavior.

How to Gamify … Simple Intro

Thinking like a game designer You’re Not a game designer You’re Not a gamer

Know the players, Get the players playing and Keep them playing Your participants are your players Engage your players

Use a gamification Canvas

Use a Gamification Framework

Engage with FUN

“In every job that must be done, there is an element of fun. You find the fun and snap! The job’s a game.” Mary Poppins

Fun Hard Easy Altered state Social

Fun can (and Should) be designed

Design – Design Thinking – Game Design Thinking

Gamification Design

Hire a Designer Gartner 80%

But know (game) design thinking Purposive Human centered Balance of analytics and creativeness Iterations and iterations

Prof. Kevin Werbach : A design framework

1. DEFINE business objectives 2. DELINEATE target behaviors

3. DESCRIBE your players 4. DEVISE activity loops 5. DON’T forget the fun! 6. DEPLOY the appropriate tools

Player/User types

Type : Explorer

Type : Acheivers

Type : Socializers

Type : Killers

Activity Loop : Engagement Loop

Activity Loop : Progression Loop

Fun

Winning Problem-solving Exploring Chilling Teamwork Recognition Triumphing Collecting Surprise Imagination Sharing Role Playing Customization Goofing off

Tools (Before us)

Badgeville Bunchball Mozilla open badges Bigdoor Gigya LevelEleven gametize  Lithium Technologies 

Win the Gamification in 4 levels Know your user Identify your mission Apply game mechanics 3M

Manage Monitor Measure

Remember : Gamification is data driven

Win the Gamification Make no Misstake Misstake: Focus on Competition Misstake: No Clear Gamification Goals Misstake: Too Many Rewards Misstake: No Motivation Misstake: Misusing Points and Badges Misstake: Short-Term Thinking

Do : Choose a behavior built for long term Do : Use variable interval rewards (operant

conditioning) Do : Add new elements over time

Gamification Forecast and Future

Gamification Forecast and Future

Sight

THANK YOU FOR LISTENINGAlireza Ranjbar Shourabi @ARSHourabi