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Using a Gamification Framework to Start Your Own Gamification Project

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Marta Rauch

The document discusses using a gamification framework to plan gamification projects. It presents a 6 step framework: 1) define objectives, 2) describe players, 3) target behaviors, 4) devise activity loops, 5) ensure fun, and 6) deploy tools. Each step is explained in detail using examples. The framework is applied to developing a sample project. Resources for further learning about gamification and its effective use are also provided.

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Using a Gamification Framework to Start Your Own Gamification Projects Marta Rauch Marta Rauch @martarauch, @martarauch "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Our Game Plan • Importance of Best Practices • Gamification Design Framework • Your Gamification Project • Resources Tip! Details are in my slides posted on SlideShare: http://www.slideshare.net/MartaRauch Marta Rauch @martarauch, 2013. "Using a Gamification Framework to Start Your Own Gamification Projects" Key Takeaway: Use a gamification framework to ensure the success of your gamification project! LavaCon 2013 Copyright
The Importance of Best Practices Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Can Provide Benefits  Increase customer engagement  Motivate participation  Influence behavior  Drive adoption, learning, loyalty  Improve quality of service  Increase efficiency  Reduce time, costs  Drive profits Badgeville http://badgeville.com/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
But Many Projects Will Fail “By 2014, 80 percent of current gamified applications will fail to meet business objectives, primarily due to poor design.” -Gartner http://www.forbes.com/sites/gartnergroup/2013/01/21/thegamification-of-business/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Design Framework Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Design Framework 1. Define business objectives 2. Describe your players 3. Delineate target behaviors 4. Devise activity loops 5. Don't forget the fun 6. Deploy appropriate tools Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Framework Step #1 Define business objectives Why are you gamifying? How will this benefit your business? What are your objectives? What metrics will measure success? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Framework Step #2 Describe your players Who will participate in your gamified activity? What motivates them? What game elements will be effective? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Know What Motivates Players http://nikeplus.nike.com/plus/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Framework Step #3 Delineate target behaviors What will players do? How does this align with your objectives? How will you measure success? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Read Social App http://www.readsocialapp.com Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Amy Jo Kim's Social Actions Matrix http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Framework Step #4 Devise activity loops How will you onboard new players? How will players progress in your system? What type of feedback will you provide? How will you keep experienced players motivated? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Game Techniques in Gamification Game dynamics – motivate behavior Examples: scenario, rules, progression Game mechanics – help achieve goals Examples: teams, competitions, rewards, feedback Game components – track progress Examples: quests, points, levels, badges, collections Badgeville http://badgeville.com/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamify Tasks http://blogs.adobe.com/phosphors/2012/06/play-levelup-for-photoshop-and-win.html Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Tie in to Social Networks https://www.facebook.com/LevelUpForPhotoshop Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Framework Step #5 Don't forget the fun Will players enjoy your gamified system? Would they want to participate without rewards? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Framework Step #6 Deploy appropriate tools Will you use a web site, mobile app, or social network? Will you use intrinsic or extrinsic rewards? Will you develop in house or hire a vendor? How will you deploy your system? How will you measure its success? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Schedule Playtesting http://www.microsoft.com/en-us/playtest/default.aspx Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Incorporate Accessibility If your product is required to be accessible, ensure that it conforms to corporate accessibility guidelines. http://www.includification.com/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Plan for Localization Localizing games involves more than translation. Allow extra time. Consider the country and culture. Examples: • Rewards: What motivates one culture may not appeal to others • Leaderboards: In some cultures, being #1 is not desirable • Quests: Customize to country and corporate culture • Feedback: Consider societal norms • Legal: Be aware of privacy laws http://schedule.gdconf.com/sessions/track/localization-summit Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Gamification Design Framework 1. Define business objectives 2. Describe your players 3. Delineate target behaviors 4. Devise activity loops 5. Don't forget the fun 6. Deploy appropriate tools Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Your Gamification Project Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Your Gamification Project 1. What are my objectives and success metrics? 2. Who are my players? What motivates them? 3. What behaviors do I want to encourage? 4. What activity loops will I set up? 5. How is this fun for my players? 6. What tools will I use? Game dynamics – motivate behavior Examples: scenario, rules, progression Game mechanics – help achieve goals Examples: teams, competitions, rewards, feedback Amy Jo Kim http://amyjokim.com/2012/09/19/socialengagement-whos-playing-how-do-they-like-to-engage/ Game components – track progress Examples: quests, points, levels, badges, collections Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Resources for Learning More Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Selected Resources • Marta Rauch, SlideShare: http://www.slideshare.net/MartaRauch • Marta Rauch, Gamification is Here: Build a Winning Plan, STC Intercom, http://intercom.stc.org/2012/12/gamification-is-here-build-a-winning-plan/ • Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business, http://wdp.wharton.upenn.edu/books/for-the-win/ • • • • Gamification course by Kevin Werbach via Coursera: https://www.coursera.org/course/gamification Gamification in the Enterprise blog, https://blogs.oracle.com/Gamification/ @GamifyOracle on Twitter: https://twitter.com/GamifyOracle For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-dealabout-bartles-player-types/ • Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs” http://www.mud.co.uk/richard/hcds.htm • Amy Jo Kim, Gamification 101: Design the Player Journey Social Engagement: Who's playing, how do they like to engage? • Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-bringsgamification-to-adobes-digital-marketing-suite/ • Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/ • Game Localization, http://gamelocalisation.wordpress.com/ • Gabe Zichermann and Joselin Linder, The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition, http://www.amazon.com/Gamification-Revolution-Leverage-MechanicsCompetition/dp/0071808310/ref=la_B002W1MUQW_1_1?ie=UTF8&qid=1366931862&sr=1-1 • Rajat Paharia, Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification, http://www.amazon.com/Loyalty-3-0-Revolutionize-Engagement-Gamification/dp/0071813373 Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Game On! Your goal: Learn gamification skills to prepare for new projects and enhance your career. Your strategy: Gain skills by completing quests and progressing through levels. Demonstrate mastery when you complete Level 6. Power ups: After you complete each level, you earn a badge. After you level up to Level 6, you are ready to work on gamification projects! Badges and levels: Level 1 Newbie Level 2 Level 3 Apprentice Gamer Marta Rauch @martarauch, Level 4 Enterprising "Using a Gamification Framework to Start Your Own Gamification Projects" Level 5 Designer LavaCon 2013 Copyright 2013. Level 6: Guru!
Level 1: Journey Begun Your quest Attend this presentation and listen for tips. Level 1 Newbie Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013.
Level 2: Gamification Technology Your quest Learn about gamification providers. Check out Gamificationco’s list of vendors. Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 2 Apprentice Level 6 LavaCon 2013 Copyright 2013.
Level 3: Deeper Understanding Your quest • Play games to understand game mechanics, dynamics, onboarding, leveling up, rewards, language, aesthetics • Become familiar with game concepts and terminology Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013. Level 3 Gamer
Level 4: Involved Your quest • Learn about gamification projects at your company. Suggest ways gamification can address business needs. • Connect to gamification communities via social media. • Read gamification articles and posts. • Attend gamification events and conferences like GSummit. • Get certified! Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013. Level 4 Enterprising
Level 5: Design and Playtest Your quest Design a gamification system. 1. Pick an enterprise problem suitable for gamification that addresses business needs. 2. Understand your players, learn what motivates them. 3. Plan business objectives, game dynamics, mechanics, components, player journey, feedback, intrinsic rewards. 4. Create a storyboard and mockup. Make it fun! 5. Invite players to playtest the game. 6. Confirm that players are motivated to reach goal, game meets business objectives, and is fun. 7. Incorporate feedback, iterate, measure success. Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013. Level 5 Designer
Level 6: Mission Accomplished! Your quest • Hold an internal Gamification Summit. Collaborate to gamify your company’s products and communities. • Hold a focus group to understand player motivation and how to enhance experience with gamification. • Design game systems that are fun and meet business needs using internal motivation. • Measure success. Do playtesting and iterations. • Enjoy increased customer engagement, learning, motivation, satisfaction, loyalty, and retention. Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013. Level 6 Guru
You are developing gamification skills, and are on track for 2015, when 50% of enterprises will gamify innovation, and 70% will have at least one gamified product. Following the tips in this presentation will help you achieve your goal. You’re in the game! Best wishes for success with your gamification project. Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
Mission Accomplished • Importance of Best Practices • Gamification Design Framework • Your Gamification Project • Resources Tip! Details are in my slides posted on SlideShare: http://www.slideshare.net/MartaRauch Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" Key Takeaway: Use a gamification framework to ensure the success of your gamification project! LavaCon 2013 Copyright 2013.
Thank You! • • • • @martarauch Marta Rauch +Marta Rauch Marta Rauch Marta Rauch @martarauch, Connect with me "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
About the Speaker Marta Rauch is a senior principal information developer and team lead at Oracle, where she participates in corporate gamification initiatives. She has worked at two game companies, completed the 2012 Gamification course via Coursera and Kevin Werbach of the Wharton School, and is a Certified Gamification Designer. An STC Associate Fellow, Marta is a frequent presenter for conferences and webinars, and has published articles for IEEE, STC Intercom, and the Center for Information Development Management Best Practices. She has received 15 STC awards for individual and team projects at the regional and international level. Marta holds a BA from Stanford University, a teaching credential, and a certificate from UC Extension in Managing the Development of Technical Communication. The statements and opinions expressed here are the author’s own and do not necessarily represent those of Oracle Corporation. Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.

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Using a Gamification Framework to Start Your Own Gamification Project

  • 1. Using a Gamification Framework to Start Your Own Gamification Projects Marta Rauch Marta Rauch @martarauch, @martarauch "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 2. Our Game Plan • Importance of Best Practices • Gamification Design Framework • Your Gamification Project • Resources Tip! Details are in my slides posted on SlideShare: http://www.slideshare.net/MartaRauch Marta Rauch @martarauch, 2013. "Using a Gamification Framework to Start Your Own Gamification Projects" Key Takeaway: Use a gamification framework to ensure the success of your gamification project! LavaCon 2013 Copyright
  • 3. The Importance of Best Practices Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 4. Gamification Can Provide Benefits  Increase customer engagement  Motivate participation  Influence behavior  Drive adoption, learning, loyalty  Improve quality of service  Increase efficiency  Reduce time, costs  Drive profits Badgeville http://badgeville.com/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 5. But Many Projects Will Fail “By 2014, 80 percent of current gamified applications will fail to meet business objectives, primarily due to poor design.” -Gartner http://www.forbes.com/sites/gartnergroup/2013/01/21/thegamification-of-business/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 6. Gamification Design Framework Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 7. Gamification Design Framework 1. Define business objectives 2. Describe your players 3. Delineate target behaviors 4. Devise activity loops 5. Don't forget the fun 6. Deploy appropriate tools Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 8. Gamification Framework Step #1 Define business objectives Why are you gamifying? How will this benefit your business? What are your objectives? What metrics will measure success? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 9. Gamification Framework Step #2 Describe your players Who will participate in your gamified activity? What motivates them? What game elements will be effective? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 10. Know What Motivates Players http://nikeplus.nike.com/plus/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 11. Gamification Framework Step #3 Delineate target behaviors What will players do? How does this align with your objectives? How will you measure success? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Read Social App http://www.readsocialapp.com Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 12. Amy Jo Kim's Social Actions Matrix http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 13. Gamification Framework Step #4 Devise activity loops How will you onboard new players? How will players progress in your system? What type of feedback will you provide? How will you keep experienced players motivated? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 14. Game Techniques in Gamification Game dynamics – motivate behavior Examples: scenario, rules, progression Game mechanics – help achieve goals Examples: teams, competitions, rewards, feedback Game components – track progress Examples: quests, points, levels, badges, collections Badgeville http://badgeville.com/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 15. Gamify Tasks http://blogs.adobe.com/phosphors/2012/06/play-levelup-for-photoshop-and-win.html Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 16. Tie in to Social Networks https://www.facebook.com/LevelUpForPhotoshop Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 17. Gamification Framework Step #5 Don't forget the fun Will players enjoy your gamified system? Would they want to participate without rewards? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 18. Gamification Framework Step #6 Deploy appropriate tools Will you use a web site, mobile app, or social network? Will you use intrinsic or extrinsic rewards? Will you develop in house or hire a vendor? How will you deploy your system? How will you measure its success? Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 19. Schedule Playtesting http://www.microsoft.com/en-us/playtest/default.aspx Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 20. Incorporate Accessibility If your product is required to be accessible, ensure that it conforms to corporate accessibility guidelines. http://www.includification.com/ Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 21. Plan for Localization Localizing games involves more than translation. Allow extra time. Consider the country and culture. Examples: • Rewards: What motivates one culture may not appeal to others • Leaderboards: In some cultures, being #1 is not desirable • Quests: Customize to country and corporate culture • Feedback: Consider societal norms • Legal: Be aware of privacy laws http://schedule.gdconf.com/sessions/track/localization-summit Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 22. Gamification Design Framework 1. Define business objectives 2. Describe your players 3. Delineate target behaviors 4. Devise activity loops 5. Don't forget the fun 6. Deploy appropriate tools Kevin Werbach, For The Win: How Game Thinking Can Revolutionize Your Business Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 23. Your Gamification Project Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 24. Your Gamification Project 1. What are my objectives and success metrics? 2. Who are my players? What motivates them? 3. What behaviors do I want to encourage? 4. What activity loops will I set up? 5. How is this fun for my players? 6. What tools will I use? Game dynamics – motivate behavior Examples: scenario, rules, progression Game mechanics – help achieve goals Examples: teams, competitions, rewards, feedback Amy Jo Kim http://amyjokim.com/2012/09/19/socialengagement-whos-playing-how-do-they-like-to-engage/ Game components – track progress Examples: quests, points, levels, badges, collections Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 25. Resources for Learning More Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 26. Selected Resources • Marta Rauch, SlideShare: http://www.slideshare.net/MartaRauch • Marta Rauch, Gamification is Here: Build a Winning Plan, STC Intercom, http://intercom.stc.org/2012/12/gamification-is-here-build-a-winning-plan/ • Kevin Werbach, Dan Hunter: For The Win: How Game Thinking Can Revolutionize Your Business, http://wdp.wharton.upenn.edu/books/for-the-win/ • • • • Gamification course by Kevin Werbach via Coursera: https://www.coursera.org/course/gamification Gamification in the Enterprise blog, https://blogs.oracle.com/Gamification/ @GamifyOracle on Twitter: https://twitter.com/GamifyOracle For the Win: What’s the big deal about Bartle’s Player Types? http://gamifyforthewin.com/2012/08/whats-the-big-dealabout-bartles-player-types/ • Richard Bartle, “Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs” http://www.mud.co.uk/richard/hcds.htm • Amy Jo Kim, Gamification 101: Design the Player Journey Social Engagement: Who's playing, how do they like to engage? • Bringing Gamification to Adobe’s Digital Marketing Suite http://venturebeat.com/2011/11/16/bunchball-bringsgamification-to-adobes-digital-marketing-suite/ • Game Accessibility http://www.game-accessibility.com/index.php?pagefile=visual http://www.gameaccessibilityguidelines.com/guidelines/full-list/ • Game Localization, http://gamelocalisation.wordpress.com/ • Gabe Zichermann and Joselin Linder, The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition, http://www.amazon.com/Gamification-Revolution-Leverage-MechanicsCompetition/dp/0071808310/ref=la_B002W1MUQW_1_1?ie=UTF8&qid=1366931862&sr=1-1 • Rajat Paharia, Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification, http://www.amazon.com/Loyalty-3-0-Revolutionize-Engagement-Gamification/dp/0071813373 Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 27. Game On! Your goal: Learn gamification skills to prepare for new projects and enhance your career. Your strategy: Gain skills by completing quests and progressing through levels. Demonstrate mastery when you complete Level 6. Power ups: After you complete each level, you earn a badge. After you level up to Level 6, you are ready to work on gamification projects! Badges and levels: Level 1 Newbie Level 2 Level 3 Apprentice Gamer Marta Rauch @martarauch, Level 4 Enterprising "Using a Gamification Framework to Start Your Own Gamification Projects" Level 5 Designer LavaCon 2013 Copyright 2013. Level 6: Guru!
  • 28. Level 1: Journey Begun Your quest Attend this presentation and listen for tips. Level 1 Newbie Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013.
  • 29. Level 2: Gamification Technology Your quest Learn about gamification providers. Check out Gamificationco’s list of vendors. Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 2 Apprentice Level 6 LavaCon 2013 Copyright 2013.
  • 30. Level 3: Deeper Understanding Your quest • Play games to understand game mechanics, dynamics, onboarding, leveling up, rewards, language, aesthetics • Become familiar with game concepts and terminology Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013. Level 3 Gamer
  • 31. Level 4: Involved Your quest • Learn about gamification projects at your company. Suggest ways gamification can address business needs. • Connect to gamification communities via social media. • Read gamification articles and posts. • Attend gamification events and conferences like GSummit. • Get certified! Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013. Level 4 Enterprising
  • 32. Level 5: Design and Playtest Your quest Design a gamification system. 1. Pick an enterprise problem suitable for gamification that addresses business needs. 2. Understand your players, learn what motivates them. 3. Plan business objectives, game dynamics, mechanics, components, player journey, feedback, intrinsic rewards. 4. Create a storyboard and mockup. Make it fun! 5. Invite players to playtest the game. 6. Confirm that players are motivated to reach goal, game meets business objectives, and is fun. 7. Incorporate feedback, iterate, measure success. Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013. Level 5 Designer
  • 33. Level 6: Mission Accomplished! Your quest • Hold an internal Gamification Summit. Collaborate to gamify your company’s products and communities. • Hold a focus group to understand player motivation and how to enhance experience with gamification. • Design game systems that are fun and meet business needs using internal motivation. • Measure success. Do playtesting and iterations. • Enjoy increased customer engagement, learning, motivation, satisfaction, loyalty, and retention. Level 1 Marta Rauch @martarauch, Level 2 Level 3 Level 4 Level 5 "Using a Gamification Framework to Start Your Own Gamification Projects" Level 6 LavaCon 2013 Copyright 2013. Level 6 Guru
  • 34. You are developing gamification skills, and are on track for 2015, when 50% of enterprises will gamify innovation, and 70% will have at least one gamified product. Following the tips in this presentation will help you achieve your goal. You’re in the game! Best wishes for success with your gamification project. Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 35. Mission Accomplished • Importance of Best Practices • Gamification Design Framework • Your Gamification Project • Resources Tip! Details are in my slides posted on SlideShare: http://www.slideshare.net/MartaRauch Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" Key Takeaway: Use a gamification framework to ensure the success of your gamification project! LavaCon 2013 Copyright 2013.
  • 36. Thank You! • • • • @martarauch Marta Rauch +Marta Rauch Marta Rauch Marta Rauch @martarauch, Connect with me "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.
  • 37. About the Speaker Marta Rauch is a senior principal information developer and team lead at Oracle, where she participates in corporate gamification initiatives. She has worked at two game companies, completed the 2012 Gamification course via Coursera and Kevin Werbach of the Wharton School, and is a Certified Gamification Designer. An STC Associate Fellow, Marta is a frequent presenter for conferences and webinars, and has published articles for IEEE, STC Intercom, and the Center for Information Development Management Best Practices. She has received 15 STC awards for individual and team projects at the regional and international level. Marta holds a BA from Stanford University, a teaching credential, and a certificate from UC Extension in Managing the Development of Technical Communication. The statements and opinions expressed here are the author’s own and do not necessarily represent those of Oracle Corporation. Marta Rauch @martarauch, "Using a Gamification Framework to Start Your Own Gamification Projects" LavaCon 2013 Copyright 2013.