2012 Gamification Summit part 3

July 11, 2012  |   Blog   |     |   0 Comment

The 3rd and final instalment of my GSummit notes is below:

Jrfan Kamal – Big brands and gamification winning the marathon

Jrfan was raised a few good points. The points that struck home were the need to:

–       Reward players a lot in the early game (especially in the first 10 mins)

–       Build games so late comers were not penalized and could contribute

–       Find ways to reward non gamers so they were more likely to participate

He also talked about the 3 needs of a brand

  • See results happening fast – brands aren’t patient!
  • Value (measurable)
  • Fun & results

Other points mentioned:

–       Points & leader-boards added 20-70% more traffic/activity vs campaigns without them

  • A Gamified approach achieved triple the results of Kiwi Bank

–       Games must deliver value to users fast as users wont wait around for you to iterate your product until it becomes engaging

Presentation here: http://www.slideshare.net/gzicherm/irfan-kamal-big-brands-and-gamification-winning-the-marathon

Kevin Akeroyd – Enterprise Gamification

Enterprise gamification… A subject close to my own heart… Gamification is really all about engagement and continuous improvement and as such is a part of the emerging management model; Kevin’s talk reflected this.

Kevin’s main points were:

–       Engagement is critical to future survival of the enterprise

–       Admit your no longer in control

–       Embrace the power of community

–       A gamififed innovation process saw participation go from 30 new product in suggestions to 10,000 product suggestions in 90days

–       Gamification is a subset of an engagement strategy

–       Define then reward key behaviors

–       Reputation is everything (in terms of reward, status etc)

–       12% of workers access social software 3% are power users

No presentation provided for this talk

Day 2

Jp Rangaswami @jobsworth – Sales Force: Engaging Employees and driving innovation

JP had a few interesting points. A lot of the below is obvious, and that’s why its important:

–       It all begins with clear goals: always start here

–       Match abilities to outcomes

–       Without trust there’s no engagement: by this he meant that just by providing a game doesn’t mean people will play

–       Having deeply aligned goals has never been more important

–       Key mentality of the adopting organization: “The joy is in being able to make new mistakes”

–       When they’ve been through their review process over and over and there’s nothing left to take away, we know we’re baked

–       Learning vs mistakes: An emphasis on learning is key to the new management paradigm

–       When resolving problems work from the position that: “Given enough eyes all problems are shallow”

–       Contextualize issues from “This weeks best/most constructive complaint was… (this gamifies the complaint process)”

No presentation provided

Jon Guerrea – When goals become games: Gamification as a tool for achieving more

Jon was impressive… he basically used gaming principles to achieve objectives in his life. Using post-it notes he was able to build a game that helped him achieve his workouts, diet and work objectives.

I was struck and inspired by his ability to make it all so simple. His was actually one of the most useful examples of gaming mechanics because his was one of the few presentations that was delivered from personal experience i.e. as someone designing as well as in the game. It really opened my mind to the concept of growing the game from the inside out…

Nice quote: “I knew I was going to take the wrong train so I left early” (cant remember what he referred to)

Jon’s key points were:

–       Gamify habits first (small things e.g. hours worked on the weekend)

–       Build your game slow and steady

–       Given points for small time increments of activity (10min increments seemed to be the magic number: people cant find 30 mins but can find 10)

  • Reward additional points for consecutive sections or days in a row i.e. ongoing patterns of behavior, not just the individual behavior

–       Key components to set up:

  • Goal
  • Reward
  • Points
  • Ability

–       Key components to track and measure:

  • Time
  • Streak
  • Outcomes

–       Build accountability into your game by booking people to perform activity with you e.g. gym buddy

Presentation here: http://www.slideshare.net/gzicherm/jonathan-guerrera

Charlie Kim @charliekim – Enterprise gamification of fitness

Charlie is the CEO of Next Jump and prioritized fitness amongst his company. Charlie’s talk was pretty cool as he talked about how they used gamification to grow workout rates amongst their employees from 5% to over 80%.

Key takeaways:

–       Set simple goals

–       Use leader boards keep people accountable

–       Team structures within the game incentivized people too (i.e. my success is dependant on your success)

–       Expect games to fatigue. In this situation:

  • Re-organize teams/change strategies

Presentation here: http://www.slideshare.net/gzicherm/charlie-kim-final-13440437

Nadya Direkova: 16 design Patterns for user engagement

If there was an award for the best talk at the Gamification summit Nadya would have been a top ranking finalist… her talk was brilliant. Her talk essentially threw a lot of concepts at us in a very short time (i.e. 16 concepts in 18 minutes… actually there was a lot more than 16) but it was engaging and very enjoyable.

I highly recommend looking at Nadyas presentation while reading the notes… some of her visuals are more illustrative than my notes below.

Key takeaways:

–       3 aspects of user journey to keep in mind

  • Beginner experience: how are people brought into the game?
  • Social experience: including and bringing friends
  • Repeat engagement: how do you keep people coming back?

–       Concepts for onboarding (clarifying the beginner experience):

  • Come try it: social queues
  • Prizes
  • Visual story telling (instead of long explanation)
  • Visual cues (e.g. click here, highlight screens)
  • Tutorials coaching: videos etc
  • Reward schedule
    • Cant over reward in first 10 mins
    • People who approach mastery must be challenged therefore the schedule of rewards must slow down

–       Social experience (Bring your friends)

  • Gated trial – form a team
  • Social feedback
    • Pokes etc
    • Thank you button
    • Give an award between users
  • Reputation
    • Batching community members
  • Share achievements
    • Tweeting/ broadcasting accomplishments
  • Mischief
    • Farmville did a thing on April Fools Day where they could wrap a friends farm as though it was a gift

–       Repeat engagement: Player comeback

  • Keeping score so people can leave the game then come back
  • Throttle actions
    • 3 strikes you’re out
    • Punish bad habits
    • Provide disincentives for bad habits
  • Advanced user paths/roles
    • Quest queue – list of quests to allow extra rewards
  • Scarcity: In terms of skills, rewards, items in the game… scarce = valuable
  • Skills ladder: to provide visible improvements in skill, results in the sense of progression

Nadaya was asked at the end of the session, which is the best game mechanic? Which she responded:

“There’s no “best” game mechanic… the best mechanic is the one that solves the job”

Presentation here: http://www.slideshare.net/gzicherm/nadya-direkova-game-on-16-design-patterns-for-user-engagement

Kes Sampathar Cynergy

As a proponent of behavioral science, I was interested to see what Kes had to say. His talk focused on the base behaviors and motivators to be kept in mind when designing games:

–       Like vs Want: the two are very different motivational circuits (wanting is more motivational)

–       Other common motivations:

  • Sex
  • Food
  • Mastery
  • Learning/curiosity
  • Competition (status etc)
  • Co-operative: social

Presentation here: http://www.slideshare.net/gzicherm/kes-sampanthar

Tim Chang – VC Take

Tim is a Venture capitalist and was at the conference to provide his take on gaming:

– Must haves:

  • Objective for victory
  • Real time scoring system against that objective
  • Clear cut rules on how your actions impact that goal
  • Services that are just as critical (Maybe more) than the solution
  • There’s no pros and cons for each game mechanic… so choosing 1 is foolish and puts people off
  • Gaming is about behavioral mechanics
  • Fremium business model progresses toward: “buy it” or “earn it”

Jon Radoff – How entertainment brands are redefining user engagement

Jon is very knowledgeable and I liked his emphasis on the role of story telling/narrative in building powerful games; Jon commented that Scoring is the main tool used to communicate a story.

Key takeaways:


  • Stories: People need to understand stories and who the individuals are in that story
  • Putting a gaming layer onto a website without understanding and telling a story is pointless

–       Getting people into “flow” is the aim of the game (see the The challenege wheel image on this page)

–       If badges represent real mastery then players want to share them

–       Co-operation is based on promoting shared behaviors

–       Competition for attention, for resources, recognition and physical domination

Presentation here: http://www.slideshare.net/gzicherm/john-radoff-gamifying-media-how-entertainment-brands-are-redefining-user-engagement

James Gardener – Spigit

I’ve long been a fan of Spigit as an innovation tool so was interested to hear what James had to say. From all reports he was instrumental in the games design from the early days on and he had a lot to say about what they had tried and how it had evolved.

Key takeaways:

–       Spigit uses currency and stock market approach to boost and progress ideas

–       They tried a program that allowed people to exchange virtual currency into real but very few people took them up on exchanges as they wanted to maintain their place in the game.

–       They got worried there was too much virtual currency at play and tried a tax currency but people hated it and they stopped

–       People contributed to the innovation program of the company to keep their finger on the pulse of what was happened… e.g. it became like an internal news service

–       People tried to game the system by periodically releasing and holding back information and controlling the information flows… this meant at times ideas got more in quantity and quality (Lloyds bank had 1200 per month)

–       Players wont just participate in an established game… they need to have a reason for participation

–       The term Gamification has negative connotations… other replacements are: “behavioral frameworks” or “psychological motivators”

–       Gaming happens much more outside of the enterprise than in (where there are fewer implications for status)

–       Behaviors are set by the first 100 people in the game

–       Adding an element of risk increases engagement

Presentation here: http://www.slideshare.net/gzicherm/james-gardner



Scott (31 Posts)

CEO Digital Infusions

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