Understanding Game Mechanics
1 like697 views
This document provides an overview of how game mechanics can be used to build engagement with SharePoint. It discusses how game mechanics appeal to fundamental human needs like esteem, belonging and self-actualization. Simple mechanics like points, levels and leaderboards can increase participation without a complex implementation if they align with business goals and user needs. The document warns that game mechanics must be carefully designed to avoid unintended consequences or unethical behavior.
Understanding Game Mechanics
- 1. 6000 Greenwood Plaza Blvd Suite 110 Greenwood Village, CO 80111 303.798.5458 www.aspenware.com Ghost Town: Understanding Game Mechanics to Build a Vibrant SharePoint Community.
- 2. Jeremiah Fellows Jeremiah Fellows, Marketing and Service Innovation | @JWFellows | j.fellows@aspenware.com | http://www.linkedin.com/in/jeremiahfellows/
- 3. As a former IT manager for a global electronics manufacturer I have deployed well designed and architected software that met business objectives. The software was never used. As a consultant I see enterprise software projects fail due to lack of employee engagement. This failure occurs more often than failure due to poorly designed and implemented technology. Game mechanics are one way to create an engaging experience that will result in a more focused and productive employee. Ghost Town Starting at the Beginning Using Game Mechanics to Build a Vibrant SharePoint Community
- 4. What are game mechanics Ghost Town Using Game Mechanics to Build a Vibrant SharePoint Community
- 5. Game Mechanics NOT games. They are the • Principles • Rules • Mechanisms that govern behavior through a system of • Incentives • Feedback • Rewards with a reasonably predictable outcome. Game mechanics are not new. • This factory has gone X days without an accident • School children's name on the board • Sales leaderboards, diamond clubs, etc. Game mechanics are mechanisms that can create powerful participation engines. But only if we understand how they work. Ghost Town Starting at the Beginning Using Game Mechanics to Build a Vibrant SharePoint Community
- 6. Why are people participating in painful races like marathons and the Tough Mudder? Why are people willing to spend large sums of money to participate in these painful events? How do these races able to motivate people to be so focused and engaged? What motivates people to participate in these races are the same things that motivate people to • Buy what they buy • Interact with the people they interact with • Get tattoos • perform tasks at work People are motivated activities that meet fundamental human needs. There is no difference between what motivates a person as an employee, a consumer or a participant in recreation. Ghost Town Starting at the Beginning Using Game Mechanics to Build a Vibrant SharePoint Community
- 7. Motivation Matters Ghost Town Using Game Mechanics to Build a Vibrant SharePoint Community
- 8. Maslow’s Hierarchy of Needs in Wikipedia. Retrieved March 1 2013 from http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg Ghost Town Motivation Matters Using Game Mechanics to Build a Vibrant SharePoint Community
- 9. Higher level needs • Esteem • Belonging • Self-actualization become powerful drivers of behavior. Once a person has physiological and safety needs met promises of additional physiological and safety (often in the form of bonus or cash rewards) can de- motivate. They do not meet higher level needs. Ghost Town Motivation Matters Using Game Mechanics to Build a Vibrant SharePoint Community
- 10. So how is it that painful races meet higher level needs? • Esteem – The racer has done something other people have not done. They get visible rewards (t- shirts and medals) that allow them to publicize their accomplishment. • Belonging – The racer is part of a group of people that not everyone can belong to. • Self-Actualization – At some point during a race every racer hits a wall and fears they cannot make it. When they push through the wall they accomplish more than they thought they could, they believe they have met or exceeded their potential. It is important to note that it is not necessary for a participant to win to have their fundamental needs met. The last place finisher is as proud of their accomplishments as the winner. Ghost Town Motivation Matters Using Game Mechanics to Build a Vibrant SharePoint Community
- 11. Where are we now? Ghost Town Using Game Mechanics to Build a Vibrant SharePoint Community
- 12. What needs are met by this software? • Esteem • Belonging • Self-actualization This software is designed to meet business needs but neglects fundamental human needs that will result in engagement and motivation for employees. Ghost Town Where Are We? Using Game Mechanics to Build a Vibrant SharePoint Community
- 13. Esteem These software packages are designed to meet the same Belonging business goals. Self Actualization Only one meets higher level fundamental needs. Ghost Town Where Are We? Using Game Mechanics to Build a Vibrant SharePoint Community
- 14. Start simple. Ghost Town Using Game Mechanics to Build a Vibrant SharePoint Community
- 15. The Microsoft BETA1 game increased the level of participation in Vista beta testing among employees by 400%. Simple game mechanics met basic needs: • Belonging – people are participating in the game together whether they win or lose. • Esteem – The leaderboard publicizes positive performance Game mechanics do not have to be part of a complex long term strategy. Game mechanics do not need to meet every fundamental human need to be effective. Ghost Town Simple. Using Game Mechanics to Build a Vibrant SharePoint Community
- 16. Metrics Self Actualization Esteem Belonging Points Points Levels Levels Leaderboards Challenges Challenges Levels Common game mechanic elements and how they meet fundamental human needs. Note that the presentation of a simple metric can meet high level needs without a massive complex implementation. This is true as long as needs, motivation and business goals are well understood. Ghost Town Simple. Using Game Mechanics to Build a Vibrant SharePoint Community
- 17. Getting started with your participation engine: • Goals – Understand the business goals you are trying to accomplish. • Storyboard – Storyboard the interactions and where the game mechanics affect a behavior. • Implement – Implement the smallest mechanics possible that will meet the business goal. Don’t use a level or badge when the presentation of a number will do. The more complex and longer term the strategy the greater the need for a well designed story with increasing levels of difficulty and exploration, more robust feedback and rewards commiserate with the level of effort. Ghost Town Simple Using Game Mechanics to Build a Vibrant SharePoint Community
- 18. Warning Ghost Town Using Game Mechanics to Build a Vibrant SharePoint Community
- 19. • Game mechanics do not result in Pavlovian conditioning. Badges, levels and stats cannot make up for poorly designed and meaningless work. • People will try to game the system. Use your storyboard to identify potential for cheating. • Game mechanics can drive both positive and negative behavior. Make sure the behavior you are incentivizing does not result in unethical behavior or unintended consequences. Game Mechanics are participation engines. -Rajat Paharia, founder of Bunchball Ghost Town A Word of Warning Using Game Mechanics to Build a Vibrant SharePoint Community
- 20. Resources Ghost Town Using Game Mechanics to Build a Vibrant SharePoint Community
- 21. Books: • Total Engagement: Using games and Virtual Worlds to Change the Way People Work and Businesses Compete. Bryon Reeves and J.Leighton Read • Drive: The Surprising Truth About What Motivates Us. Daniel Pink • Predictably Irrational: The Hidden Forces That Shape Our Decisions Dan Ariely SharePoint Game Mechanics Products: Warning: These products will enable you to fling badges, points and levels all over SharePoint. Start with business goals and a story! • Badgeville • BunchBall A deeper dive: • Fogg Behavior Model • Michael Wu Ph.D. Ghost Town A Word of Warning Using Game Mechanics to Build a Vibrant SharePoint Community
- 22. 6000 Greenwood Plaza Blvd Suite 110 Greenwood Village, CO 80111 303.798.5458 www.aspenware.com Aspenware