Using product gamification to drive
user engagement
Overview
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What is gamification?
Why gamification?
Principles of gamification
Game mechanics
Common gamification techniques
The Psychology of gamification
Player types and motivations
Why gamification fails
Gamification examples
Case Study – Autodesk trial conversion
InsideView-specific challenges
Gamification concepts
14 points up for grabs!
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What is Gamification?
Gamification is the use of game-thinking and game mechanics in a
non-game context in order to improve user engagement, ROI, data
quality, timeliness, and learning.
… In particular for web sites and apps, means to encourage users to
engage with the site or platform in specific desired behaviors.
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Why Gamification?
"if you can make something more fun, and include notions of play, you
can get people to do things they otherwise might not want to do.”
Gamification taps into our needs and desires:
• We like to play
• We like to be good at things (and have others see how good)
• We like to see how we measure up against others (and have others see)
• We like to win (and have others see)
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Why Gamification?
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Why Gamification?
Contrary to popular opinion, things
that are enjoyable will be perceived
as easy to use and efficient.
What is gamification?
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User Motivations
Achievement
Altruism
Reward
Self expression
Loss aversion
Status, competition and reputation
Name three player motivations.
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Game Mechanics
Achievements
Appointments
Behavioral Momentum
Blissful Productivity
Bonuses
Cascading Information Theory
Combos
Community Collaboration
Countdown
Discovery
Epic Meaning
Free Lunch
Infinite Gameplay
Levels
Loss Aversion
Lottery
Ownership
Points
Progression
Quests
Reward Schedules
Status
Urgent Optimism
Virality
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Game Mechanics
Behavioral Game Mechanics
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Solely focused on human behavior and the human psyche.
Uses the following to structure and stretch the accumulation of
meaningful skills:
Feedback Loops
Progression
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Game Mechanics
Feedback Loops
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Game Mechanics
Engagement Loops – maximize engagement and reengagement
List 3 common game mechanics.
3 points
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Common Gamification Techniques
achievements / badges
levels
leaderboards
progress bars
activity feeds
avatars
real-time feedback
virtual currency
gifting
challenges and quests
trophy case
mini games within other activities
2 points
What are two common gamification
techniques?
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The Psychology of Gamification
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The Psychology of Gamification
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The Psychology of Gamification
Flow experience
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Challenging
Progression
Flow works when
challenge = ability
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The Psychology of Gamification
How game mechanics relate to different psychology principles
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Player Types & Motivations
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Player Types & Motivations
What are four types of players?
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Why Gamification Fails
It replicates UI elements to manipulate instead of utilizing game
design elements to motivate a user.
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Points and trophies are not the elements that make games fun. Do you
remember your high score in Call of Duty or Grand Theft Auto or Final
Fantasy?
Focus on extrinsic rewards and manipulating customer behavior
undermine primary tenants of motivation.
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Gamification Examples
LinkedIn Progress Bar
Two major flaws:
• It reaches 100%: the best
progress bars continue to
be viable well beyond 100
• You have to complete the
steps in order to progress
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Gamification Examples
LinkedIn Progress Bar
Other flaws:
• Showing all options at once is
overwhelming.
• Sequencing is very powerful. You don’t
start a game with all the abilities and
powers. Instead you slowly work up to
more advanced challenges
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Gamification Examples
Progress Bar & Achievements
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Gamification Examples
Personalized setup
Using:
• Pattern recognition
• Visual imagery
• Recognition over recall
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Gamification Examples
Leaderboard & Real-time notification
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Gamification Examples
Delight
66% more people than normal took the stairs
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Gamification Examples
Challenge
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Gamification Examples
Completion
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Gamification Examples
Quests
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Case Study – AutoDesk Trial
Quests / Missions
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InsideView Challenges
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Few examples and success stories of gamification of enterprise apps
Most users experience product in mash--up, in context of doing other tasks
Focus on positive reinforcement vs. negative reinforcement
BUT
• Sales people are competitive by nature :D
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Concepts
Set-up Wizard / Progress bar
Team Leader boards
personal and team competition, recognition, status
In-app and/or email
Badges
task completion
content contributions
Publish activity to chatter and activity stream
e.g. team can see that you synced info, added connections, etc.
Progressive tasks/quests for features that have yet to be accessed
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Questions?
Comments?
Ideas?