1 / 49

Gamification Design and Analytics

Gamification Design and Analytics. Literature Review b y Yongwen Xu. Definition. Wikipedia. Gamification is the use of game design techniques and mechanics to solve problems and engage audiences. Academia. Gamification is the use of game design elements in non-game contexts.

devon
Download Presentation

Gamification Design and Analytics

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Gamification Design and Analytics Literature Review by Yongwen Xu

  2. Definition

  3. Wikipedia Gamification is the use of game design techniques and mechanics to solve problems and engage audiences.

  4. Academia Gamification is the use of game design elements in non-game contexts Sebastian Deterding: Toward a Definition, CHI 2011

  5. Gamification

  6. The Time line

  7. Time line Feb 2010 TED: Gaming can make a better world Jane Mcgonigal, PhD, researcher, game designer

  8. Time line March 2011 • Last decade: • Social Layer • construction is over • Next decade: • Game Layer • construction just begun SXSW Keynote Seth Priebatsch, Princeton dropout, founder of SCVNGR

  9. Time line July 2011 Gartner Hype Cycle for Emerging Technologies

  10. Time line Gartner By2014, a gamified service will become as important as Facebook, eBay … By2014, more than 70 percent of Global 2000 organizations will have at least one gamified application By 2015, more than 50 Percent of companies will gamify their Innovation processes

  11. Why Game Now ?

  12. Demographics 72% US Head of household play computer and video games 96% of youth under 18 play 40% gamers are women 25% gamers are over age 50 average US gamers is 35 years old Jane Mcgonigal, Epic Win

  13. Money $65 billionvideo games industry Gaming industry is now bigger than DVD, box office, book, music Reuters, Jun 2011

  14. Time Angry Birds is played 100 million hours each month= Time to create entire Wikipedia each month by age 21, average gamer plays 10,000 hours = Time to acquire a true expertise 100 million hard-core gamers spend more than 20 hours a week=JOB

  15. Albert Einstein, an avid chess player : Jane McGonigal: Epic Win

  16. Gamification Examples foursquare.com

  17. Gamification Example Daily Life: Chore Wars chorewars.com

  18. Gamification Example Gamified Health: Nike+ nikeplus.com

  19. Gamification Example Corporation: Samsung samsung.com

  20. Gamification: Non-game • Related but Not: • Serious game • Playful interaction Sebastian Deterding: Toward a Definition, CHI 2011

  21. Serious Games World without Oil FoldIt

  22. Playful Interactions

  23. Game / UX Gamification • Design

  24. Design “The purpose of all video games is to train a player to work harder while still enjoying it …” Pioneer Researcher in “World of Warcraft” (MMORPG) - Nick Yee, PhD, the Daedalus Project

  25. Design “… and the success of games demonstrates how seductive and concealed the work treadmill can be” - Nick Yee, Understanding mmorpgaddiction

  26. Design Flow

  27. Design Player Types Amy Jo Kim’s Social Actions (2010) Bartles Player Types (1996)

  28. Gamification Design 1.0 • Design Sebastian Deterding: Meaningful Play

  29. Game Dynamics “Game layer is about Influence…” “ At SCVNGR we like to joke that with any 7 game dynamics, you can get anyone to do anything.” • Design Seth Priebatsch, welcome to the decade of games (2010) Techcrunch: SCVNGR’s Playdeck

  30. Gamification Service Industry

  31. Open Source Gamification

  32. Time line July 2011 Gartner Hype Cycle for Emerging Technologies

  33. Time line August 2011 “Exploitationware”

  34. Gamification = “Pointification” Gamification = Extrinsic rewards

  35. Gamification 2.0 Amy Jo Kim, PhD. Smart Gamification. GDC 2011

  36. Four Keys to Fun Nicole Lazzaro, Designing Emotional Engagement, BayCHI2010

  37. Intrinsic Motivation Stephen Anderson, Sustaining passionate users, 2011

  38. Gamification

  39. Where is the result? WoW In-game Player Metrics Social Game Metrics Zynga : Data Driven Design

  40. Top social game metrics • Entry Event Distribution • Messages per user • Click-Through Rates (CTR) • Virality (K-factor = Message / Users * CTR) • Engagement (time on site) • Exit Event Distribution • Retention – revisit rate

  41. E-score • Recency: How long ago did they visit? • Frequency : How often did they come back? • Duration : How long did they stay? • Virality: How many people have they told about you? • Rating : How did they rate you? Gamification Metrics ?

  42. Conclusions Current state of Gamification: extrinsic rewards Simple Gamification may work in short time Need good game design to make it sustainable Need more data

  43. Game Design in Kukuicup Game Design Goals Engage participation Effective energy education Encourage energy behavior change

  44. Game Elements Points Leaderboard Badges Quests Notification Game Dynamics Unlocking Appointment Social Bonus Referrals

  45. Game Design in Kukuicup Integration of real world(meter, workshop, excursion) and virtual world (points, raffles)

  46. Game Design in Kukuicup Player journey to mastery Scaffolding and raffle

  47. Research Questions How to use game to motivate effective learning? How to use game to motivate sustainable behavior change? What data we need for analysis and how? What is the unique challenge in gamifying energy conservation? How to extend the game engine beyond energy conservation?

  48. Thank You !

More Related