What Makes Good Gamification Great
What Makes Good Gamification Great Masie Learning 2015
Michelle Voytko
Ben Dyer
Learning Strategy & Innovation Architect Copyright © 2015 Accenture All rights reserved. Accenture
Instructional Designer Senior Analyst 2 Accenture
Serious games
We studied gamification…and games! A Gamification Taxonomy Wearable Not a game
Cisco Aspire CCNA Edition Nike+ Fuel Band
Simulations Gamification
LinkedIn Loyalty Programs
Full Spectrum Warrior Credit Card Frequent Flyer Programs Copyright © 2015 Accenture All rights reserved.
Zombies, Run! 3
…and we spent a few lunch breaks playing games!
Copyright © 2015 Accenture All rights reserved.
4
Our Gamification Mindset
Business Objectives Player Action
Start
Mechanics
Feedback (Reward / Penalty)
Copyright © 2015 Accenture All rights reserved.
Termination Conditions • Turns • Points • Defeat
Finish
Game Objectives
The player’s reason for playing isn’t the company’s reason for wanting the player to play. 5
How does gamification get traction? Successful gamification depends on harnessing intrinsic motivation Poorly Directed Action
Sustained Behavior Change
Intrinsic Motivation Behavior Change
H
Mastery Autonomy Purpose M
The Comfortable Problem
Extrinsic Motivation Rewards Perks Badges …
L
Working Around the New
80% of gamification projects will fail due to poor design1
Low
High
Knowledge
Copyright © 2015 Accenture All rights reserved.
1Source:
Gartner, 2012. Gamification: Designing for Player-Centricity. 8 November, 2012
6
How do we develop game mechanics from business goals? Business Goals
Game Dynamics Economy Resource Planning Competition Competitor Analysis
Copyright © 2015 Accenture All rights reserved.
Game Mechanics Resource Allocation Resource Scarcity Inter-player Trade Fixed Duration
Game Elements Resource (Money/Points) Turn Counter
7
How does a full solution work? This model aligns to existing gamification solutions. Don’t forget great aesthetics! Run! Zombies Game Objectives / Intrinsic Motivation
Escape Zombies • Complex Storyline (Purpose) • Survival (Mastery) • Rebuild / Restore (Mastery/Autonomy)
Business Objective
Increase physical fitness
Game Mechanics
• • • •
Level In-game Economy Time Duration Missions
Game Elements
• • •
Prizes Crafting Components Fitness metrics
Copyright © 2015 Accenture All rights reserved.
8
Michelle Voytko
Ben Dyer
Learning Strategy & Innovation Architect Copyright © 2015 Accenture All rights reserved. Accenture
Instructional Designer Senior Analyst 2 Accenture
Serious games
We studied gamification…and games! A Gamification Taxonomy Wearable Not a game
Cisco Aspire CCNA Edition Nike+ Fuel Band
Simulations Gamification
LinkedIn Loyalty Programs
Full Spectrum Warrior Credit Card Frequent Flyer Programs Copyright © 2015 Accenture All rights reserved.
Zombies, Run! 3
…and we spent a few lunch breaks playing games!
Copyright © 2015 Accenture All rights reserved.
4
Our Gamification Mindset
Business Objectives Player Action
Start
Mechanics
Feedback (Reward / Penalty)
Copyright © 2015 Accenture All rights reserved.
Termination Conditions • Turns • Points • Defeat
Finish
Game Objectives
The player’s reason for playing isn’t the company’s reason for wanting the player to play. 5
How does gamification get traction? Successful gamification depends on harnessing intrinsic motivation Poorly Directed Action
Sustained Behavior Change
Intrinsic Motivation Behavior Change
H
Mastery Autonomy Purpose M
The Comfortable Problem
Extrinsic Motivation Rewards Perks Badges …
L
Working Around the New
80% of gamification projects will fail due to poor design1
Low
High
Knowledge
Copyright © 2015 Accenture All rights reserved.
1Source:
Gartner, 2012. Gamification: Designing for Player-Centricity. 8 November, 2012
6
How do we develop game mechanics from business goals? Business Goals
Game Dynamics Economy Resource Planning Competition Competitor Analysis
Copyright © 2015 Accenture All rights reserved.
Game Mechanics Resource Allocation Resource Scarcity Inter-player Trade Fixed Duration
Game Elements Resource (Money/Points) Turn Counter
7
How does a full solution work? This model aligns to existing gamification solutions. Don’t forget great aesthetics! Run! Zombies Game Objectives / Intrinsic Motivation
Escape Zombies • Complex Storyline (Purpose) • Survival (Mastery) • Rebuild / Restore (Mastery/Autonomy)
Business Objective
Increase physical fitness
Game Mechanics
• • • •
Level In-game Economy Time Duration Missions
Game Elements
• • •
Prizes Crafting Components Fitness metrics
Copyright © 2015 Accenture All rights reserved.
8
