Mohamed Elabnody

OVERVIEW
1. Introduction
2. Game Thinking
3. Why games work
4. Gamification Toolkit
5. Game Changer
6. Epic fails and how to avoid them
7. How to apply?
What is gamification?
http://elearninginfographics.com/g
ames-vs-game-based-learning-vs-
gamification-infographic/
WHAT IS GAMIFICATION?
Gamification is the use of game elements and
game design techniques in non-game contexts.

Game Game Design None-game

Elements Techniques contexts
 Internal Players are already part of a defined community and
already interact with each other

Gamification. Motivational techniques used in the gamification must

interact with the business culture

External Usually employed to achieve marketing objectives such

as increased engagement, identification with the product,
stronger loyalty, and more revenue.
Gamification.
Behavior Change Seeks to establish positive habits through games.

Gamification.
Gamification isnt about building a full-fledged game.
Its just about using some elements of games, and
because it operates at the level of elements, using
gamification offers more flexibility than using a game.

Challenge of gamification therefore, is to take the

elements that normally operate within the game
universe and apply them effectively in the real world.
 There are two compelling reasons why
every business should at least consider
gamification:
Engagement- Making your
Experimentation- A second
customers and employees to
powerful aspect of game-based
strengthen their relationship with
motivation is to open up the space of
your company, or to buy your
possibility. Mastering a game is all
product, or to engage with the goals
about experimentation.
of the company.
Learn to think like game designers
 A game is structured playing, usually undertaken for enjoyment and sometimes
used as an educational tool.
A physical or mental activity or contest that has rules and that people do for
pleasure.
 Using all the resources you can muster to create an engaging experience that
motivates desired behaviors
Encouraging problem solving
Sustaining interest from Novice to Expert to Master
Breaking down big challenges into small manageable steps
Promoting team work
Giving players a sense of control.
Personalizing the experience to each participant
Rewarding out of the box thinking
Reducing the fear of failure that inhibits innovative experimentation
Supporting diverse interests and skill sets
Cultivating a confident optimistic attitude
Motivation: Where would you derive value from
encouraging behaviour?
Meaningful Choices: Are your target activities
sufficiently interesting?
Structure: Can the desired behaviours be
modelled through a set of algorithms?
Potential Conflicts: Can the game avoid
conflicts with existing motivational structures?
The Rules of Motivation
 Move people to do something
Intrinsic and Extrinsic
Games motivate people: engaging
customers to encouraging employees
 Behavior change response to
external stimuli
Reward and punishment
Self-Determination Theory:
individuals are intrinsically proactive,
but external environment should
support

1. Competence: being effective in dealing with external

environment
2. Relatedness: need to interact with society family/friends
3. Autonomy: innate feeling to be in command of ones life
 Give a rewarding experience not
necessarily a reward
Crowding-out: extrinsic motivators
crowd out intrinsic
But Ex-Mo helps in boring tasks
Feedback is also a great motivator
 Rewards can crowd out fun. Extrinsic stimuli can be demotivating.
Boring can be engaging. Extrinsic rewards can help motivate when the task is a
need, but also dull/boring.
Tune your feedback. Allow users to select the game element that motivates them
Unexpected informational feedback increases autonomy and motivation (surprise
rewards!). Variable Reward Schedule
Users like to get feedback on how they are doing (you've unlocked 3 of 5 tasks to unlock
the Big Thingy!)
Users will regulate their behavior based upon what is provided to them.

Work across the motivational continuum (external/intrajected/integrated/internal).

Leaderboards, communities, quests, badges
Don't be evil. Gamification is a tool to help people flourish, authentic happiness,
allowing them to achieve their own success.
 Club Pysch launched in 2010 built around USA networks successful TV program
Psych.
Mystery game Hash tag Killer allows players to stimulate interactions with the
shows characters over twitter and facebook.
Mobile App Pysch vision. Allows fans to unlock prizes and chat with each other
while redeeming points for virtual goods or physical merchandise.
 Encourage people to do things by collecting points.
Points effectively keep score
Points may determine the win state of a gamified process.
Points provide feedback quickly and easily.
Points can be an external display of progress.
Points provide data for the game designer.
 Representation of some achievement.
Provides a goal to strive forward.
Provide guidance.
Symbol of what user cares about and has performed.
Operate as virtual status symbols and affirmations.
Function as tribal markers.
 The most troublesome part of the triad.
Usually reduces performance rather than enhance it.
A leader board can track one or multiple attributes but one or many the designer
to emphasize.
They can also be tied to social networks to provide more contextual information.
 Challenges
Chance
Constraints
Competition
Emotions Cooperation
Dynamics
Achievements Narrative are the big-picture Feedback
Progression aspects of the gamified Rewards
Avatars
system that you have to
Resource
Badges Relationships consider and manage but which can
never directly enter into the game. Transactions
Points Turns
Mechanics
Comfort are the basic processes that drive the action forward and Win states
generate player engagement.
Levels
Components
Quests are the specific instantiations of mechanics and dynamics.

Virtual goods
Six Steps to Gamification

Define Define Devise Deploy

Describe Dont forget
business target activity appropriate
players the fun
objectives behaviours cycles tools
 Specific performance goals for gamified systems
Increasing customer retention, brand loyalty, employee productivity
Eg: Devhub(Website building tool)
Website building=Empire building game
Eight fold increase in users completing
Failed to attract users
Lesson-Being effective need not produce results
Stepping stone to a more important goal
 Specific things you want Customers, Staff, etc.
Success Metrics (win states)
Analytics-Algorithm and data to measure key performance indicators
Daily / Monthly average users
Virality friend referrals Pinterest, Zynga, etc.
Volume of Activity how much activity, points, badges, etc.
Total goods purchased
 People playing your game?
Demographics
Psychographics things they like to do, buy, etc.
help you segment offer choices
What motivates your players?
Richard Bartle Player Type Model
Achievers, Explorers, Socializers, Killers
Avatars and player life cycles
 Two types of activity loops
Engagement Loops (micro level) & Progression Loops (macro level)
 Getting wrapped up in the details
Would players participate in your system voluntarily?
Four distinct kinds of fun
Hard fun, easy fun, altered states, the people factor
Best games offer a broad spectrum of fun
 Picking the appropriate mechanics and components and coding them into your
systems
Outside consulting firm
Track interactions with game elements and integrate those results with your
existing business systems.
Two basic options
Building custom implementations yourself or use one of the software-as-a-service
offerings.
E.g.: Keas, Objective Logistics, Salesforce etc.
And How to Avoid Them

Pointsification
Giving more importance to the points
in the game rather than the essentials
of the game itself.
Identify ways to replace extrinsic
motivators with intrinsically
enjoyable experience.
Slide (1 of 7)
Legal issues
Using the personal information of the
registered users may cause legal
problems in few cases.
For e.g.: labor law applies to the
employees whereas privacy law
applies to the customers
The terms and condition agreement
that one registers every time is like a
legal binding and takes care of all the
legal formalities.
 Slide (2 of 7)

Privacy Intellectual property:

The personal data of the user can be Intellectual property: copyright,

cross referenced and their prior trademarks, patents, and trade
transaction history, age, and address
can be easily amassed. secrets.
Introducing a privacy policy by the Registering the patent helps it from
designer helps the user to know for being copied by others and stops lots
what all purposes the personal data of legal problems
collected is used for and related
purposes.
Having data security helps the
personal data of the users from being
stolen or leaked.

Property Rights in Virtual Assets
The assets that are owned by the
designer and the assets owned by
the user.
The virtual assets can be owned by
the user which are contractual
licenses from the game developers.
Slide (3 of 7)
Deceptive Practices
Deceptive practices are where the
company frauds the users.
The users do not have any awareness
if the company is financially
benefiting at their expanse.
 Slide (4 of 7)

Sweepstakes and Gambling Advertising

Laws regulating sweepstakes, Similar to deceptive practices ,the

gambling, and related activities. users must be made aware if the
game is for advertisement purposes
Depending on the circumstances,
since it benefits the developer.
gamified service might be
considered a sweepstakes, a lottery,
gambling, or a contest.

Labor
The employee cannot be made to act
against their own interest.
The employer can generally use
performance in a game-like system
as a criterion for promotion or firing .
Slide (5 of 7)
Virtual Currency Regulation
Virtual currency are also under lots
of regulations and restrictions since
they are connected to real money.
It is also accountable to Accounting
and taxation
 Slide (6 of 7)

Paid Endorsements Future Legal Issues

The products sponsored by the The legal rules should be considered

creator for endorsement in social as the base for gamification.
media is known as paid
Regulators and legislators be more
endorsement.
involved when gamification becomes
Legal laws has adopted guidelines more common.
requiring disclosure of paid
endorsements .

Exploitation ware
Gamification is a form of motivational
techniques that operate through fear
rather than fun for the employees.
Such a move forgoes all the benefits of
intrinsic motivation. Gamification done
well creates powerful motivational
impulses.
Gamification should instead be called
exploitation ware since it exploits
people to do things against their
interests or beliefs. Gamification will
come to be seen as one of many
methods of regulating peoples
behavior.
Slide (7 of 7)
Gaming the Game
The sense of autonomy that users
experienced when finding
unplanned ways to exploit a gamified
system also reinforced their intrinsic
engagement.
The most successful practitioner
recognize that the people at the other
end are people like them and to
always expect the
unexpected.
www.elabnody.net
 E-learning info graphics (2015) Games vs Game-based Learning vs Gamification
Infographic, Source: http://elearninginfographics.com/games-vs-game-based-
learning-vs-gamification-infographic/ Retrieved 7th Dec. 2016
Kevin Werbach & Dan Hunter (2012), FOR THE WIN: HOW GAME THINKING
CAN REVOLUTIONIZE YOUR BUSINESS Published by Wharton Digital Press. The
Wharton School, University of Pennsylvania, 3620 Locust Walk - 2000 Steinberg Hall-
Dietrich Hall - Philadelphia, PA 19104
Sebastian Deterding; Dan Dixon; Rilla Khaled; Lennart Nacke (2011). From game
design elements to gamefulness: Defining "gamification". Proceedings of the 15th
International Academic MindTrek Conference. pp. 915.