Gamification 08 2011
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This document discusses gamification and its use in encouraging audience engagement. It defines gamification as using game techniques to motivate behaviors for consumer products or services. Audiences are becoming more diverse as sponsors do as well. Techniques like rewards, badges, and competition aim to make the behaviors fun and encourage continued participation. Effective gamification designs a mutually beneficial entertainment experience around a clearly defined business goal. It discusses applying these concepts to loyalty programs, consumer products, surveys and more. It also outlines the roles and motivations of audiences versus sponsors in a gamification system.
Gamification 08 2011
- 1. Gamifica'on and Audience Engagement The New Normal for audience par'cipa'on August 2011 Ver. 1.0 LLBC,llc http://www.RevolutionaryInnovator.com excellence. perspective. innovation.
- 2. This proposal is protected under the copyright laws of the United States and other countries as an unpublished work. This proposal contains informa'on that is proprietary and confiden'al to LLBC,llc, which shall not be disclosed outside the recipient’s company or duplicated, used or disclosed in whole or in part by the recipient of any purpose other than to evaluate this proposal. Any other use or disclosure in whole or in part of this informa'on without the express wriNen permission of LLBC,llc is prohibited. 2011 LLBC,llc (unpublished). All rights reserved. Privileged and Confiden'al Informa'on 2
- 3. LLBC,llc Got Game? Gamifica'on is the use of game techniques to encourage audiences to adopt behaviors, generally, for consumer-‐oriented products or services. Audiences are becoming more broad everyday, the sponsor of the games become more diverse. Techniques used encourage audiences to adopt a behavior (keep playing to achieve some goal, try to have “more” than other compe'tors) are fun oriented and usually with a bit of compe''ve edge. Tradi'onal examples include loyalty programs and have grown to include the use of mobile devices (e.g., “check ins” at your favorite restaurant to become the highest ranked player) and reward badges (icons associated with your login) for accomplishments. Consider it entertainment with a business goal. The entertainment must be relevant to the user and the goal very clearly defined and focused. The goal should be mutually beneficial as it plays on the psychological need to engage in gaming. Games that we never win/ achieve something are no fun and therefore we stop playing. Gamifica'on can be applied to a wide variety of ac'vi'es from rewards programs to diet/exercise or surveys and opinion polls. Retail and Consumer products benefit from gamifica'on most today but other industry can benefit as well. • It’s not about making games, it’s about human behavior and the behavioral factors that encourage us to strive for a goal – You can compete with yourself – You can compete with a community • It is about the game mechanics that spur and mo'vate human (and some scien'st will tell you, all mammals love to play games) behavior • Much of the terminology came from fantasy role playing games (RPGs) that became popular in the 1980’s • Those games have since evolved from board games to single player video games to online to games sponsored or enabled by social media networks • What’s old is new again, this is latest itera'on of loyalty and affinity programs – Frequent Flier Miles, – Hotel Loyalty, – Retail Reward, – Cooking contest sponsored by Consumer Product Manufacturer, – And of course the latest trend from social networks such as Facebook, Yelp, Foursquare Privileged and Confiden'al Informa'on 3
- 4. LLBC,llc Essen'als of the Gamifica'on Event The audience and the sponsor play different roles in the gamifica'on event. The sponsor may be the party that derives direct benefit from par'cipa'on. Alterna'vely the sponsor may host the game (e.g., Bazaar Voice, Facebook) and their customer reap the benefits Your gamifica'on is a series of discrete events. Audience par'cipate and/or “check in” at 'mes. The par'cipa'on maybe brief (clicking on app when arriving at a des'na'on) or lengthy as they play a turn based game, stay at a hotel or take trip. In the following pages we’ll explore each of the following six areas briefly. Audience Game Sponsor 1 Role Player Game Master/Host 2 Reward Point Des'na'on Journey 3 Mo'va'on Fun/Reward/Sa'sfac'on (of a need or want) Market Share, Audience Engagement 4 Commitment Investment of 'me Investment of Resources 5 Social Goal Community Community 6 Orienta'on Goals Tasks Privileged and Confiden'al Informa'on 4
- 5. LLBC,llc Bartle’s Four Types of Game Players Before we can understand audiences, we want to set some context and give some names to the archetypes that reside within each type of audience. In 1990 Richard Bartle wrote a paper that came out of a series of discussions between online gamers. The paper was not meant to be scien'fic but did create some commonly accepted archetypes for describing gamers, their mo'va'ons and social interac'ons in the online (gamified) world. We’ve adopted and modified his defini'ons a bit to provide a common frame of reference and terminology. Future versions of this paper will have new archetypes. Each of these archetypes are found in a gamified environment. Do you have a friend on Facebook who posts ten 'mes an hour? Ever read a review from someone who has been to every restaurant in your neighborhood and knows the owners “personally?” • There are four basic reasons people par'cipate in these interac've gamified environments. Based on our experience these hold true in the modern environment though there are no absolutes. The reasons people par'cipate are: 1. Achievement within the game context – What benefit does your audience find from play? 2. Explora<on of the game – What can they discover or unlock? Does it become progressively more interes'ng/challenging to keep them coming back? 3. Socializing with others – Are there social rewards/recogni'on and the ability to communicate and collaborate with others? 4. Imposi<on upon others – This sounds ominous and it happens in the real world and ofen uninten'onally. One person’s helpful, is another’s intrusion. However in a review oriented environment (e.g., Yelp) this is where experts or people who feel they are experts impose points of view on others. Like it or not, this is part of human behavior so we want you to be prepared for it Privileged and Confiden'al Informa'on 5
- 6. LLBC,llc Bartle’s Four Types of Game Players (con'nued) The four archetypes are: 1. Achievers -‐ regard badge/reward-‐gathering and rising in levels as their main goal, and all is ul'mately subservient to this. Explora'on is necessary only to find new sources praise or badges. Socializing is a relaxing method of discovering what other players know about the business of accumula'ng of more accolades. They are genuinely interested in what others have to say but it’s a means to an end. “Killing” is only necessary to when having the most check-‐ins gives you status above others 2. Explorers -‐ delight in having the game expose its internal machina'ons to them. They try progressively esoteric ac'ons in wild, out-‐of-‐the-‐way places, looking for interes'ng features (i.e. bugs) and figuring out how things work. Scoring points may be necessary to enter some next phase of explora'on, but it's tedious, and anyone can do it. They tend to try every feature at least once but there may not be a lot of depth. “Killing” other gamers is quick but they are not looking to burn any bridges on the social aspects. Socializing can be informa've as a source of new ideas to try out, but most of what people say is something they’ve tried. They will gravitate to more experienced explorers. These archetypes are your best beta-‐testers and will be more forgiving of bugs or issues they discover in your product or service 3. Killers – get their kicks from imposing themselves on others. This may be "nice", i.e.. busybody do-‐gooding, but few people prac'ce such an approach because the rewards (a warm, cozy inner glow, apparently) aren't very substan'al. Much more commonly, audience members may “aNack” others for the personal gra'fica'on of demonstra'ng some type of game superiority. The more massive the distress caused, the greater the killer's joy at having caused it. Normal points-‐scoring is usually required so as to become powerful enough to begin causing havoc in earnest, and explora'on of a kind is necessary to discover new and ingenious ways to ”kill” or be the known expert to other people. Even socializing is some'mes worthwhile beyond taun'ng a recent vic'm, for example in finding out someone's playing habits, or discussing tac'cs with fellow killers. They're all just means to an end, though; only in the knowledge that a real person, somewhere, is very upset by what you've just done, yet can themselves do nothing about it, is there any true adrenalin-‐shoo'ng, juicy fun. 4. Socializers -‐ are interested in people, and what they have to say. The game is merely a backdrop, a common ground where things happen to players. Inter-‐audience rela'onships are important: empathizing with people, sympathizing, joking, entertaining, listening; even merely observing people play can be rewarding -‐ seeing them grow as individuals, maturing over 'me. Some explora'on may be necessary so as to understand what everyone else is talking about, and points-‐scoring could be required to gain access to neat communica've spells available only to higher levels (as well as to obtain a certain status in the community). “Killing” (wri'ng some scathing retort) is only perpetrated upon someone who has caused intolerable pain to a dear friend. The only ul'mately fulfilling thing is not how to rise levels or kill hapless drips; it's gepng to know people, to understand them, and to form beau'ful, las'ng rela'onships. Privileged and Confiden'al Informa'on 6
- 7. LLBC,llc 1. Role -‐ Audiences and Sponsors Choosing your sponsor is easy. It’s you and you’ve decided to engage with an audience for some value added purpose. We won’t explore the value proposi'on here. You may choose a third party to host your gamifica'on event. They act as a proxy for your needs and wants. Audiences are more complex. There is a broad category that are oYen called personas which represent market segments you are trying to aZract or appeal to. Development of personas is a topic for another presenta'on. We’ll discuss it a high level here. Development of your community must be tailored to your audience. Each persona represents a group of like-‐minded individuals that come to your community for shared goals or interests. Your ac'vi'es and rewards must appeal to them. As you develop the audience a picture helps to ground you as you think about them. Your events and rewards must match their social style and par'cular mo'va'ons. Some you may actually wish to discourage while others, such as Explorers you may wish to emphasize. Emphasize the explorers when you want to expand the boundaries of your product or service. Within each group are the arch-‐types we previously discussed. The following example gives you an idea of the types of behaviors each will exhibit. How will you mo'vate each? Each of these archetypes are found in a gamified environment. Do you have a friend on Facebook who posts ten 'mes an hour? Ever read a review from someone who has been to every restaurant in your neighborhood and knows the owners “personally?” Foodie Networker Achiever Well wriNen reviews of high Lots of connec'ons and well wriNen recommenda'ons. Would end food items. They love love the term “Professional Networker” flaNery Art Lover Explorer Reviews of “off the beaten” Every feature of the system will be exercised to a moderate or path restaurants high degree, once and perhaps a few many 'mes. You’re best Foodie beta testers. Would be offended by “Professional Networker” Killer What’s bad (and good) about A lot of high profile connec'ons but likely held private. the owners of a gourmet shop However once you’re in their network, you’re in for life. Scoffs or restaurant at “Professional Networkers” Dad Video Game Socializers Favorite food for par'es or Poten'ally thousands of connec'ons and have the badges to best places to hang out with prove it. Would look at the term “Professional Networker” as Addict interes'ng cuisine. The local too formal but would accept it fondue place Privileged and Confiden'al Informa'on 7
- 8. LLBC,llc 2. Reward Point -‐ A Journey leads to a Des'na'on Audiences “arrive” at your gamifica'on event because of a number of factors. Your ability to “market”, buzz factor (the latest hot social network), peer group and of course interest in the topic. Don’t rely on audiences “stumbling upon” your site or event. Marke'ng must be “in context” (adver'sing frequent flier miles on a flight) and have the “minimum barrier to entry.” The MBE depends on the level of exclusively you need for your business. An event designed to aZract fisherman to a boa'ng magazine should be a few lines of informa'on. An event designed to aZract extreme athletes to remote loca'ons may require valida'on of previously completed athle'c events For your audience, it’s the reward they receive at the des'na'on. Des'na'ons can be stops along the way (think 'ers of membership or elite status) and the journey should never end. For you it’s the journey. Audiences may contribute to your cause or consume your product. The journey itself must have challenges to con'nue to engage and delight your audience • Start with the on-‐boarding experience – In any type of customer service, the first ten minutes and last ten are what audiences remember best. Make it simple with a minimum barrier to entry. That is, something that is easy for the audience or player to do in the context of their need. The more experienced your audience is, the more exclusivity they will need to make/keep them interested • Challenge each of the four archetypes, iden'fy what is going to appeal to them during the journey and how will you reward them once they get where you want them to go • Once they have made it to a Point of Arrival, make it important and make it personal • For the sponsor it’s incremental value that the audience provides by par'cipa'on or ac'ons Privileged and Confiden'al Informa'on 8
- 9. LLBC,llc 3. Mo'va'on -‐ Movement It’s been speculated that earliest known board games came from the Mancala family of “Count and Capture” games. Mancala type boards have been iden'fied in ancient tombs. The word Mancala is thought to come from Arabic “naqala” meaning to to move or transfer. Gamifica'on is about moving or mo'va'ng your audience. • The theories behind gamifica'on come from Behavioral Sciences • Mo'va'ons and aNrac'ons of a cause, your cause, be they – Restaurant reviews – Managed outcomes used by Healthcare professional to encourage pa'ent behaviors Modern Mancala Type Board – Poli'cal agendas – Consumer products or services – Hotel programs are all supported by the process First – It’s a call to ac'on, but those ac'ons must be acceptable to your audience before to decide to engage Visit! • Audiences want to belong to communi'es of like minded individuals. You must create the 100 community and develop relevance to your audience Reviews! • It’s the journey as well as the des'na'on. Mo'va'ng your audience by archetype is key to their social experience. Why are they here? Have you tailored the game to their level of experience? • Mo'va'ons vary based in age, interests and context (what you do for fun vs. what you do for work). They are powerful, it can spur large groups to ac'on • Nearly any set of ac'vi'es can be gamified and in any industry • Rewards range from badges to elite status and exclusive entry (virtual or real) to rooms or clubs Top Dog! • The key is mo'va'on in context of the gamified event Privileged and Confiden'al Informa'on 9
- 10. LLBC,llc 4. Commitment – Time and Resources • Audiences are very smart and increasingly savvy. There is now a whole genera'on of consumers (business and individual) growing up with social networks. They know the price of their 'me and commitment to your event • The judgment is qualita've but audiences are looking for what they consider to be “fair trade” • A sponsor’s commitment is to building against the four mo'va'on – Achievement – What and where are the rewards? Are they visible in a meaningful and relevant way? – Explora'on – Can the audience find meaningful and relevant items of value? Is there exclusivity for experienced members? – Socializa'on – Can users find friends/peers quickly? Can they import them easily from social networks or their personal contacts? – Imposi'on – The two edged sword. Your gamified system must be balanced to allow for players to achieve but also to prevent the system from being taken advantage of. Make the rules clear and transparent Privileged and Confiden'al Informa'on 10
- 11. LLBC,llc 5. Social Goals – Communi'es of Interest Audiences are made up of individuals but sharing is in our nature • Commitment to a community from both the audience and sponsor are generally the same. Mo'va'on may differ but for the commitments made by each run deep and have an emo'onal engagement • Community development should be done with a good amount of research and forethought. Understanding of your audience and the community will make or break adop'on very quickly – Have “experts” on hand or interview them – Understand the context of current trends and interests – Know what’s important now and be ready to provide a way for that to “bubble up” – Develop depth into your experience. You cannot fool your audiences with superficial knowledge Privileged and Confiden'al Informa'on 11
- 12. LLBC,llc 6. Task vs. Goal Orienta'on • Goals must be relevant to the community • Tasks must be realis'c and achievable yet provide value to the Sponsor – It goes without saying the reward for the task must be propor'onate but the audience doesn’t like to feel as if it is being taken advantage of • Create the tasks to build on one another. Progressive levels of difficulty are fine as long as there is transparency • Your audience is concern about the goal so you need to make the tasks as simple and engaging as possible – When wri'ng up text, does the browser lend itself to simple, yet complete edi'ng? – Do the puzzles or ac'vi'es depend or something that the user does not readily or easily have at hand? – Are the number of tasks propor'onate to the goal? – Are you ac'vely engaged? Audiences love to par'cipate with their favorite stars or events • Consider the “Wave” at spor'ng events • TwiNer feeds that run across live broadcasts • Special “appearances” by celebri'es or sponsors • Consider running surveys and live feedback sessions. Your audience wants to talk to you, they will be disappointed if you don’t engage but it must be tasteful Privileged and Confiden'al Informa'on 12
- 13. LLBC,llc Some further thoughts • Goals and rewards lead the way • The game that never ends – Make • Master this, master that • Be King of the mountain – Who has the most of “…?” Friendly compe''ons – Who will take you down? • Create Emo'onal ANachment and value to your game • The Social Network – What’s social and special about yours? • Encourage “test players” Privileged and Confiden'al Informa'on 13
- 14. LLBC,llc Some Star'ng Points • What’s your goal and why is that compelling to the communi'es you are trying to involve – Don’t be afraid to have more than one (or many!) communi'es • Defining Communi'es, audiences and par'cipa'on goals • Audience delight • Make the discovery process engaging • Don’t over complicate it. One goal per challenge • Making those unseen connec'ons clear • What’s your goal? • Challenges must keep changing You met 50 • Reward people for being social new people! Privileged and Confiden'al Informa'on 14
- 15. LLBC,llc Gamifica'on Strategy Worksheet <<Overarching Value Proposi'on – One Liner>> Archetypes Journey Reward Mo<va<on Community Tasks 1. Achievement 1. Achievement 1. Achievement 1. Achievement 1. Achievement 2. Explora'on 2. Explora'on 2. Explora'on 2. Explora'on 2. Explora'on 3. Socializa'on 3. Socializa'on 3. Socializa'on 3. Socializa'on 3. Socializa'on 4. Imposi'on 4. Imposi'on 4. Imposi'on 4. Imposi'on 4. Imposi'on Explorer <<Your Audience>> Achiever Killer Socializer Privileged and Confiden'al Informa'on 15
- 16. Thank you for taking the 'me to read our materials. There is much more material than could be covered in this presenta'on. We hope it’s been able to expand your perspec've. We look forward to con'nuing the conversa'on Lawrence I Lerner President LLBC,llc lawrence@Revolu'onaryInnovator.com Direct: +1.630.248.0663 HNp://www.Revolu'onaryInnovator.com/Consul'ng