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Applied Game Thinking

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Gamification lecture by Kevin Werbach to Digital October Knowledgestream project, Moscow, Russia (April 9, 2013)

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Professor Kevin Werbach Dept. of Legal Studies & Business Ethics Wharton School, Univ. of Pennsylvania werbach@wharton.upenn.edu Twitter: @kwerb Knowledgestream Lecture April 9, 2013

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https://www.coursera.org/ course/gamification

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

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Applied Game Thinking

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Points Resource Levels Collection Progression Quests Avatars Social Graph

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Progression Levels Points Rewards Quests Avatars Social Graph Badges

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Everyone’s Gamifying “Suddenly, gamification is the hot new business concept, with many of “Striving to make everyday business the world’s most admired tasks more engaging, a growing companies signing on.” number of firms... are incorporating elements of videogames into the – Fortune, Oct. 17, 2011 workplace.” – Wall Street Journal, Oct. 10, 2011 “Many businesses are using these game tricks to try to get people hooked on their products and services—and it is working, thanks to smartphones and the Internet.” – New York Times, Dec. 23, 2012

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Everyone’s Gamifying •  Microsoft •  Samsung •  Opower •  Nike •  EMC •  eBay •  SAP •  Mint.com •  Cisco •  American Express •  Stack Overflow •  Recyclebank •  Major League •  USA Networks •  Universal Music Baseball •  LiveOps •  Siemens •  Salesforce.com •  Dell •  Yelp •  AXA Equitable •  Kaiser •  Nissan •  CodeAcademy Permanente •  Playboy •  Deloitte •  Foot Locker •  Verizon 8

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Not Just in Business!

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Beyond PBL Reward Structures

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Beyond PBL Reward Structures •  Users get tired of gimmicks •  “Extrinsic” rewards can actually de-motivate

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What makes games FUN?

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1.7 billion downloads

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1.7 billion downloads Rovio’s 52nd Attempt!

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Two Sides to Gamification Business Games

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Game Game Elements Techniques (focus of book and course) 1.  Player Journey 2.  Motivation Types Dynamics 3.  Balance Big-picture aspects; “grammar” 4.  Social Dynamics Mechanics Processes that drive 5.  Puzzles action forward; “verbs” 6.  Surprise Components Specific instantiations of mechanics 7.  Feedback and dynamics; “nouns” 8.  Playtesting

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1. The Player Journey Level Up Climbing Boss Fight Rest Climbing Rest Climbing Scaffolding Onboarding

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Traditional Course Design 1   2   3   4   5   6   7   Units Midterm Final

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Gamification Course Design Major   Project   Final   Quiz+   Quiz+   Project   Project   Quiz   Quiz   Boss   Onboard   Climb   Climb   Climb   Rest   Rest   Fight  

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2x-4x Typical Completion Rate ≈81,600 registered 100%   90%   %  of  Registra?on   80%   84% %  of  Starters   70%   74% 80% 70% %  of  SubmiCers   60%   61% %  of  Writers   50%   61% 52% 50% 40%   48% 30%   38% 42% 32% 20%   35% 40% 31% 26% 25% 10%   23%   22% 19%   18% 21% 0%   16%   %  of  Writers   15%   13%   %  of  SubmiCers   11%   13% %  of  Starters   %  of  Registra?on   8,280 received certificate

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2. Motivation Types Source: Richard Bartle

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Applied Game Thinking

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3. Balance (Related to Player Journey) (Related to Types)

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4. Social Dynamics •  Competition •  Cooperation •  Support •  Showing off •  Peer pressure

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5. Puzzles Notice any differences?

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6. Surprise (Contrived Uncertainty) CAPRI (Balaji Prabhakar)

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7. Feedback 27

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8. Test, Test, Test… with Real Humans! “We’re running several hundred tests at any given time for every one of our games.” http://grattisfaction.com/2010/01/ how-zynga-does-customer-development-minimum-viable-product/ Mark Pincus Founder & CEO, Zynga

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Two Sides to Gamification Business Games

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Business Games Marketing & economics Game design Incentives Experiences Satisfying needs Fun Status Meaning PBLs Challenges Rewards Progression Getting users to do things Making players awesome

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Common Ground Business Games

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FUN

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thank you! Prof. Kevin Werbach werbach@wharton.upenn.edu Twitter: @kwerb http://wdp.wharton.upenn.edu/books/for-the-win/

More Related Content

Applied Game Thinking

  • 1. Professor Kevin Werbach Dept. of Legal Studies & Business Ethics Wharton School, Univ. of Pennsylvania werbach@wharton.upenn.edu Twitter: @kwerb Knowledgestream Lecture April 9, 2013
  • 2. https://www.coursera.org/ course/gamification
  • 3. Gamification is… The use of game elements and game design techniques in non-game contexts.
  • 5. Points Resource Levels Collection Progression Quests Avatars Social Graph
  • 6. Progression Levels Points Rewards Quests Avatars Social Graph Badges
  • 7. Everyone’s Gamifying “Suddenly, gamification is the hot new business concept, with many of “Striving to make everyday business the world’s most admired tasks more engaging, a growing companies signing on.” number of firms... are incorporating elements of videogames into the – Fortune, Oct. 17, 2011 workplace.” – Wall Street Journal, Oct. 10, 2011 “Many businesses are using these game tricks to try to get people hooked on their products and services—and it is working, thanks to smartphones and the Internet.” – New York Times, Dec. 23, 2012
  • 8. Everyone’s Gamifying •  Microsoft •  Samsung •  Opower •  Nike •  EMC •  eBay •  SAP •  Mint.com •  Cisco •  American Express •  Stack Overflow •  Recyclebank •  Major League •  USA Networks •  Universal Music Baseball •  LiveOps •  Siemens •  Salesforce.com •  Dell •  Yelp •  AXA Equitable •  Kaiser •  Nissan •  CodeAcademy Permanente •  Playboy •  Deloitte •  Foot Locker •  Verizon 8
  • 9. Not Just in Business!
  • 10. Beyond PBL Reward Structures
  • 11. Beyond PBL Reward Structures •  Users get tired of gimmicks •  “Extrinsic” rewards can actually de-motivate
  • 14. 1.7 billion downloads Rovio’s 52nd Attempt!
  • 15. Two Sides to Gamification Business Games
  • 16. Game Game Elements Techniques (focus of book and course) 1.  Player Journey 2.  Motivation Types Dynamics 3.  Balance Big-picture aspects; “grammar” 4.  Social Dynamics Mechanics Processes that drive 5.  Puzzles action forward; “verbs” 6.  Surprise Components Specific instantiations of mechanics 7.  Feedback and dynamics; “nouns” 8.  Playtesting
  • 17. 1. The Player Journey Level Up Climbing Boss Fight Rest Climbing Rest Climbing Scaffolding Onboarding
  • 18. Traditional Course Design 1   2   3   4   5   6   7   Units Midterm Final
  • 19. Gamification Course Design Major   Project   Final   Quiz+   Quiz+   Project   Project   Quiz   Quiz   Boss   Onboard   Climb   Climb   Climb   Rest   Rest   Fight  
  • 20. 2x-4x Typical Completion Rate ≈81,600 registered 100%   90%   %  of  Registra?on   80%   84% %  of  Starters   70%   74% 80% 70% %  of  SubmiCers   60%   61% %  of  Writers   50%   61% 52% 50% 40%   48% 30%   38% 42% 32% 20%   35% 40% 31% 26% 25% 10%   23%   22% 19%   18% 21% 0%   16%   %  of  Writers   15%   13%   %  of  SubmiCers   11%   13% %  of  Starters   %  of  Registra?on   8,280 received certificate
  • 21. 2. Motivation Types Source: Richard Bartle
  • 23. 3. Balance (Related to Player Journey) (Related to Types)
  • 24. 4. Social Dynamics •  Competition •  Cooperation •  Support •  Showing off •  Peer pressure
  • 25. 5. Puzzles Notice any differences?
  • 26. 6. Surprise (Contrived Uncertainty) CAPRI (Balaji Prabhakar)
  • 28. 28
  • 29. 29
  • 30. 8. Test, Test, Test… with Real Humans! “We’re running several hundred tests at any given time for every one of our games.” http://grattisfaction.com/2010/01/ how-zynga-does-customer-development-minimum-viable-product/ Mark Pincus Founder & CEO, Zynga
  • 31. Two Sides to Gamification Business Games
  • 32. Business Games Marketing & economics Game design Incentives Experiences Satisfying needs Fun Status Meaning PBLs Challenges Rewards Progression Getting users to do things Making players awesome
  • 34. FUN
  • 35. thank you! Prof. Kevin Werbach werbach@wharton.upenn.edu Twitter: @kwerb http://wdp.wharton.upenn.edu/books/for-the-win/