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Meaningful Play. Getting »Gamification« Right.

View more presentations from Sebastian Deterding

http://codingconduct.cc/1093823/Meaningful-Play 

Foursquare, GetGlue, Nike+, Badgeville: From reading news to fulfilling your hearts' desires, more and more "gameified" applications and "gamification" vendors doll out points and badges to users, promising anything from increased user engagement and retention to plain mind control. While some hold that adding such game elements to non-game applications opens a new decade of design, others criticize current implementations as shallow "pointsification" and overselling of a new digital snake oil. What lessons do games really offer for user experience design? Which criticisms are valid? And what can designers interested in "gameifying" an application do to steer clear of the worst pitfalls? In this talk, researcher and designer Sebastian Deterding provides an overview of the current gamification movement, its most troubling blind spots, the motivational powers of games, and how to design for a playful experience that is truly meaningful to its users. Sebastian Deterding - Sebastian Deterding is a user experience designer and game researcher at the University of Hamburg, Germany, where he currently pursues a PhD on the motivational psychology of gameified applications. He speaks and publishes internationally on gamification, social games, and the social contexts of video games at events such as the Gamification Summit, Gamescom, reboot, Playful, or DiGRA. His work has been covered by The Guardian, the LA Times, The New Scientist, EDGE Magazine, and Fast Company's Co.Design. He co-hosts the Gamification Workshop at this year's CHI conference in Vancouver. Web: codingconduct.cc Twitter: @dingstweets

Topic 

1.Gamification / 2. 3missing ingredients  / 3. Getting it right

1. Gamification 

- story 

1. Make-believe Rules Challenges (길의 틈을 보며 '화산을 연구하는 연구자다')  2. Goals and Feedback (할 수 있을 만큼 잔디밭을 쪼개서 - 목표량 정하기)   3. Free, safe play space / Shared toy objects (샌드박스 - 레고 머리 짜르기 등의 내맘대로 세상) 

[The Blueprint of Gamification] 

Points - Tracking, Feedback  Badges - Goals, Rewards,  Leaderboards - Competition 

[3missing ingredients]

[Meaning] 

- How to make connect to meaning  - Why i quit playing Foursquare -> No meaning  - Stack overflow / 개발자들 사이에서 자연스럽게 의미를 만들 수 있는 예시 

"Any game aspect has to be, at least for finance more oriented toward some specific thing that you are working toward"  

Personal goals - recommendation - customizing 할 수 있도록 (개인의 목표가 의미있도록) 

Meaningful community - (개개인의 의미가 모여서 큰 하나의 의미가 되도록)  

'나 이뱃지 땃어!!' 친구가 케어할만큼 - Getglue는 의미가 있는가?  (geek 커뮤니티에서의 뱃지는 다른 의미를 가진다) 

Supporting visuals and copy - 마피아게임이 비주얼이 없다면 abstract한 존재!!  Meaningful Stage -  그 단계에 갔을때 의미가 있는 존재가 필요  Messing with social meaning   Aucoha - 내친구 왈 - shity 게임에서 이길려고 그라고 있냐?? 

[Key Point]

- Connect to personal goals and passions  - Connect to a meaningful community of interest  - Wrap in a visually supported story  - Beware of social context meanings 

2. Mastery  - progress / achieving 

Fun from games arises out of mastery. It arises out of comprehension.  It is the act of solving puzzles that makes game fun.  With games, learning is the drug. 

Fun is just another word for learning (under optimal conditions) 

Interesting Challenges - 그냥 체크인하라는거는 의미가 없다 (뭐할려고????) 

a. goals --> b. Rules (룰을 만들어서 골을 잼있게 만든다) --> c. create interesting challenge 

Getglue - 유저에게 suggestion을 주기 (It's great!!)   Structured flow of goals - 작은, 성취할만한 골을 줘라 (숏텀, 롱텀) + New goal (cityvill이 잘하고 있는 점) 

어려움과 스킬을 핸들링 할 수 있을 정도의 어려움을 줘야 몰입을 할 수 있다 (Flow 이론)  Experience of mastery (끝판 넘겼을 때 그 순간!)  Excessive positive feedback (Jucy Feedback)  Emergent behaviors  - 텀블러 - 텀블러 스코어 - 전체적인 인기 순위  ==> 자주 자주 포스팅하도록 장려 - Mayor maker -  자동으로 체크인을 하도록 하는 프로그램 / 이것을 도와주는  

[Key Point]

- Provide interesting challenges - Provide clear goals, scaffolded, paced, varied - Provide juicy feedback  - Beware of gaming the system 

3. Autonomy - sense of freedom 

Autonomy - 자발적으로 하는 행동이 더욱 몰입을 불러 일으킨다  (게임할때도 엑셀로 일할때 처럼 계산을 해야 하지만, 본인이 선택해서 하는 것이기에 잼있다) 

Shared goals, individual pursuit (Zappos) 

Informational feedback / 다음단계로 넘어가게 

Unexpected rewards - 생각못한걸 줘라 

[Key Point]

- Play is voluntary  - Beware of curbing autonomy  - Beware of devaluing your product 

---------------------------------

[etc] 

Smart Gamification

Fun is the Future: Mastering Gamification

Gamification is fundamentally rewriting the rules of engagement for product design and marketing. From Foursquare to Farmville and from Nike to the Navy, game mechanics like points, badges, levels, challenges, rewards and leaderboards are being used in ever greater numbers. But what does this mean for "traditional" marketing & UI/UX and how do you leverage this trend in your engagement strategy? Moreover, how do we measure success, and why will every company have a Chief Engagement Officer in the next few years? Find out more in this in-depth discussion with Gamification Expert, Gabe Zichermann -- author of "Game-Based Marketing" and the Gamification.co blog, and Chair of the Gamification Summit.

GABE ZICHERMANN is an author, highly rated public speaker and serial entrepreneur. His most recent book,Game-Based Marketing (Wiley, 4/2010) has achieved critical and industry acclaim for its detailed look at innovators who blend the power of games with brand strategy. His next book on game mechanics is a detailed technical look at architecture and implementation. Gabe is also the Chair of the Gamification Workshops and Summit, upcoming events that bring together the leading minds in Gamification and Engagement Science - http://gsummit.com. A resident of NYC, Gabe is a board member of StartOut.org, advisor to a number of startups and Facilitator for the NYC chapter of the Founder Institute.

인사이트로 가득한 알찬 강의, 기억해두고 싶은 내용의 몇가지 메모 

Theme과 Fun의 상관관계  농장 짓기, 항공 수화물 관리와 같이 실제로는 스트레스를 받을 수 밖에 없는  Theme도 매커닉에 따라 재미가 될 수 있다 

(사람들은 슬롯머신은 00브랜드와는 관계 없듯이  그냥 "딩딩딩"에 매커닉에 반응할 뿐 )  

재미있고, 없음의 차이  정확하게 브로컬리 영양을 가진 케익이 있다면, 부모들이 애들이 케익 먹는 것을 싫어할까? 어떤 주제라도 어떻게 디자인에 따라서 전혀 다른 스위칭의 결과를 만들 수 있다   

에듀테이먼트가 성공하지 못하는 이유  - 선생님과 부모님이 디자인에 간섭하면서 재미없게 만들기 때문에

Status drives loyalty

- 리워드가 중요한게 아니다.  you can not extract one dollar from Farm vill  All money in, No money out in FarmVill - no real world redemption  Status를 통해 사람들이 받을 돈에 대한 인식을 없애버리는 건 brilliant idea 

at what cost, status?  Winner of competition  they play for tension, power, status, they don't play for money  Gamification loop  Challenges => win conditions => leader boards => badges => Social networking => Status 

포인트 이상으로 중요한 것은 시그널링,  Not point, but Signaling - I have enough money to buy those everything 

Kiva's the biggest competitor is actually Zinga -  비영리 단체와 게임회사가 경쟁상대? 일, 레저의 초이스 - Working과 Fun은 여가시간에서 동일 선상에서 경쟁할 수 있고,  유저는 더 의미 있는 곳이라 생각되는 것을 선택할 뿐이다) 

Bartle's Player Types  - Achiever  - Socializer (80%이상이 소셜라이저, 외로운 요즘 사람들에게는 소셜인게이지먼트가 가장 중요, Poke는 굉장히 훌륭한 기능)  - Explorer (슈퍼마리오 파이프 다 눌러보고 친구들의 credit을 받는)  - Killer (커뮤니티에서 가장 활발한 인간, 이들을 긍정적인 행동을 유도하게 설계하는 것이 중요,리워드를 자주 빠르게 긍정적으로 줘라)

리더보드의 리디자인  Top 10의 따라갈 수 없을 정도의 점수차는 게임 참여에 전혀 도움이 되지 않는다  친한 친구 2명을 기준으로 유저가 항상 가운데 올 수 있도록 설계 - 인게이지먼트의 증대   은행 계좌 개설의 복잡한 프로세스와 같이 멍청한 짓을 zinga는 하지 않는다  모든 터치 포인트는 고객으로 만들 수 있는 기회 

게임 수치의 통일

Gym에서 10kg을 빼는 것을 목표로 준다면 이는 사람마다 다른 의미를 준다  - 사람들이 믿을 수 있는 한가지의 수치만 제공할 필요 

사람들을 리더보드에 참여할 수 있수 있게 할려면? 로그인, 등록하기, 트위터, 친구에게 말하기, 이것 저것 읽어보게 하기 … (X)  웰컴 - 심플한거 한번 해봐 (할 수 있어?) Yeah~ / 이건 어때 (Cool~) / 이거는?(Yeah~!!) ==> register   

UX As Product Strategy: Differentiation in a Crowded Market 

One of winner of Samsung Smart TV app challenge Great example of second screen app - it needs to be the other kind of interactivity & engagement  

Anquanbao Anquanbao’s presentation

8 Securities 8 Securities’ presentation

Moglue Moglue’s presentation

OrderWithMe OrderWithMe’s presentation

TouchPal Contacts TouchPal’s presentation

How would you explain your business idea within 1 min? 

Burn Your Business Plan

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Business model generation

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9 building blocks of business model 

1. Customer segments  - Which customers and users are you serving?

2. Value Propositions  - What are you offering them? What is that getting done for them? Do they care? 

3. Channels  - How does each customer segment want to be reached through    which interaction points?

4. Customer Relationships  - What relationships are you establishing with each segment?     Personal? Automated? Acquisitive? Retentive?

5. Revenue Streams  - What are customers really willing to pay for? How?     Are you generating transactional or recurring revenues? 

6. Key Resources  - Which resources underpin your b.model?     Which assets are essential? 

7. Key Activities  - Which activities do you need to perform well in your b.model?    What is crucial? 

8. Key Partners  - Which partners and suppliers leverage your model?    Who do you need to rely on? 

9. Cost Structure - What is the resulting cost structure? Which key elements drive your cost?

Creating Start-Up Success 

View more presentations from Alexander Osterwalder

No business plan survives the first customer contact

It's the business model, stupid 

Take time to think through alternative possibilities 

Your business model idea is just a set of hypotheses

Following up on our video on how we make improvements to search, we wanted to share with you a short history of the evolution of search, highlighting some of the most important milestones from the past decade—and a taste of what's coming next. 

Our goal is to get you to the answer you're looking for faster and faster, creating a nearly seamless connection between your questions and the information you seek. For those of you looking to deepen your understanding of how search has evolved, this video highlights some important trends like universal results, quick answers and the future of search.

For more information, go to www.google.com/insidesearch/ 

Funding Your Startup 

View another webinar from Bill Hunt

Startup Viagra: How to Pitch a VC 

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1.Elevator Pitch  2.The Problem  3.Your solution  4.Market Size   5.Business Model  6.Proprietary Tech  7. Competition  8. Marketing Plan   9.Team / Hires  10. Money / Milestones 

Startup Marketing

View more presentations from sean omalley

10 Things to Include in Your Startup Pitch Presentation http://mashable.com/2011/06/24/startup-pitch-presentation/

1. Cover Page

2. Summary

3. Team

4. Problem

5. Solution

6. Marketing/Sales

7. Projections or Milestones

8. Competition

9. Business Model

10. Financing

+ Preparing the Presentation

What Every European Startup Should Know: 10 Keys to Presenting Your Startup in the US 

http://mashable.com/2008/12/02/presenting-your-startup-in-the-us/

1. First impression is (almost) everything.

2. Speak in benefits. Customer benefits, that is.

3. Start with the end first.

4. Know your numbers.

5. Focus.

6. Investors are not your friends.

7. Networking is key.

8. Keep it short.

9. Don’t be argumentative.

This is part one of the film about my degree project about social interaction in video games. The project was made at Umeå Institute of Design as a part of my Bachelors degree.