Gamification: what are the rules? As multichannel commerce becomes commonplace, it’s more important than ever to focus on long-term engagement and coherence, creating a uniform, satisfying customer experience across every platform. Recently, Gamification has become an increasingly important part of this mix, using game mechanics to enhance UX and guide user behaviour. When it’s done well, the rewards can be impressive; boosting engagement and brand awareness as well as vastly increasing direct conversion, shareability and repeat business. But what exactly do we mean when we use the term? Here’s a quick roundup of some points you should be aware of if you are considering gaming as a marketing tool. Gamification vs pointsification First of all, let’s define our terms. Unless you happen to be Blizzard, you probably won’t have millions in resources and a crack team of designers, artists and coders to hand. You are adding a layer that contains certain mechanical systems. What’s the score? New players have entered the game
Retourner au plaisir de jouer Par Hubert Guillaud le 16/02/11 | 7 commentaires | 5,634 lectures | Impression La gamification (Wikipédia, que certains traduisent par “ludification”), c’est l’idée que les règles et techniques de jeux peuvent être transférées dans d’autres domaines, rappelle Nicolas Nova, l’un des organisateurs de la conférence Lift qui se tenait il y a peu à Genève. Ce qui n’est pas sans limites… ni critiques. La vérité sur la gamification Si l’enfer avait été gamifié, cela donnerait un jeu de Tetris avec un fond rond pour aligner des pièces rectangulaires, s’amuse Steffen Walz, directeur du Laboratoire du jeu et de la gamification (GEELab) de l’Institut de technologie royale de Melbourne, auteur de Space Time Play et consultant dans le secteur du jeu. Steffen Walz souhaite surtout commencer par lever des à priori sur la gamification. Image : Steffen Walz sur la scène de Lift, photographié par Ivo Näpflin. Et Steffen Walz de rappeler ce qu’est un jeu. Le livre papier comme nouvelle plateforme de jeu
Soyons sérieux, jouons ! (1/5) : Prendre le jeu au sérieux Le jeu sérieux est-il un nouvel Eldorado ? On pourrait le croire en observant le nombre de conférences et évènements consacré au sujet en 2009, ou en regardant le succès remporté par l’« appel à projets » du ministère de l’Economie numérique lancé sur le sujet. Mais le succès des jeux sérieux n’est pas pour autant acquis ! Qu’y a -t-il de nouveau, alors ? Mais le progrès technologique ne résout toujours pas la difficulté, le paradoxe du « jeu sérieux » : une simulation n’est pas un jeu, comme nous le rappelle Second Life ! De fait, l’une des conditions fondamentales du jeu est qu’on y entre de son plein gré et qu’on peut en sortir quand on le désire. Pour Hector Rodriguez, qui consacre un long essai à ce problème dans la revue en ligne Game Studies, il n’y a pas vraiment de contradiction entre jeu et « sérieux ». Neuroscience du jeu De fait, il existe deux façons de prendre les jeux au sérieux. Pourquoi le jeu nous forme-t-il si intuivement à des tâches aussi complexes ? Rémi Sussan
Balthazar Auger - Work on Play, Play at Work La miniaturisation de l’informatique et la popularisation du phénomène du jeu vidéo ont convergé vers l’apparition des jeux dits ubiquitaires ou pervasifs vers le début du siècle. Ces expériences empruntent le langage du jeu vidéo pour immerger le joueur ou les frontières entre le jeu et la réalité se chevauchent, s’entre-effacent. Tiré de la définition des jeux pervasifs donnée par l’IPerG – : “Pervasive game is a game that has one or more salient features that expand the contractual magic circle of play socially, spatially or temporally.” Le concept de jeu pervasif est intimement lié à celui du “cercle magique”, concept introduit par Johan Huizinga. A chaque fois qu’une session de jeu commence, ce cercle magique se forme autour des participants et des objets qu’ils utilisent pour jouer, encadrant leur activité et lui donnant son caractère ludique. Caches indiqués sur Google Maps Plan de la ville de Stockholm avec des éléments de jeu surimposés
Gamification the Next Step for Clean Tech Marketing? Gamification, which is frequently referred to as the use of game mechanics, such as points, badges, leaderboards and challenges in non-game settings, appears to be the most disruptive force to impact marketing since the arrival of social media. Gartner Analysts predict that, “by 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes”. Companies in the clean tech sector are beginning to jump on the gamification bandwagon. A few years ago, SunPower, a solar manufacturer, deployed the Solar Discovery Game, which ran a Facebook contest to promote solar energy and education in the U.S. Users were rewarded with badges and bi-weekly prizes and this culminated in SunPower completing a solar energy system worth $25,000. Most recently, Clean Currents, a Rockville, MD based Green Energy Company, implemented its own gamification contest, Green Passport DC. Connect: Authored by: Jake Rozmaryn See complete profile
The ten rules of gamification Gamification may have been the buzzword of 2010, but its influence shows no sign of abating in 2011. It is a term derided by game designers, misunderstood by brands and unknown to consumers. So as you set out to “gamify” your business, what are the cardinal rules of gamification? 1. Gamification is not the same as game-making. Gamification is about using game-like mechanics to improve a business process, or customer experience, or profits. Game-making is about fun and wonder and challenge and art. “Want more hovertanks? So stop thinking about how you can build a real-time strategy game with resources allocated according to your customers’ weekly shopping bill – “Want more hovertanks? 2. See #1 above. What is the point of your game? Go away. 3. Gamification can be very powerful. Can you achieve it without gamifiying? In short, realise that gamification is no quick fix or panacea. 4. Seriously. Big games companies like Activision have massive marketing budgets for their games. 5. 6. 7. 8.
Searching the Brain for the Spark of Creative Problem-Solving But who wants to troll? Let lightning strike. Let the clues suddenly coalesce in the brain — “field!” — as they do so often for young children solving a riddle. As they must have done, for that matter, in the minds of those early humans who outfoxed nature well before the advent of deduction, abstraction or SAT prep courses. Puzzle-solving is such an ancient, universal practice, scholars say, precisely because it depends on creative insight, on the primitive spark that ignited the first campfires. And now, modern neuroscientists are beginning to tap its source. In a just completed study, researchers at found that people were more likely to solve word puzzles with sudden insight when they were amused, having just seen a short comedy routine. This and other recent research suggest that the appeal of puzzles goes far deeper than the -reward rush of finding a solution. And that escape is all the more tantalizing for being incomplete. Yet the “Aha!”
"Du bon usage des badges" - Essai sur la Gamification, par Josselin Perrus Quelques success stories comme Foursquare, Zynga (éditeur de Farmville), Playfish, combinées à une théorisation par quelques figures internationales (voir par exemple les conférences de Jessie Schell, Jane McGonigal ou Seth Priebatsch) ont donné jour à un terme très en vogue depuis quelques mois : la gamification. La migration du concept du domaine des expériences ludiques vers les sphères du web et du marketing a donné lieu à l’apparition de pratiques bien spécifiques que Margaret Robertson a désignées sous le terme de pointification. L’objet n’est plus de construire un jeu à proprement parler mais de générer de l’engagement en utilisant des mécaniques issues du domaine du jeu, à savoir les scores, les badges et les leaderboards. Le succès de ces dites mécaniques de jeu relève donc plus du phénomène de mode que d’une pratique aux fondements solides. Mots-clés : badges, essai, foursquare, gamification, livre blanc, social game, social gaming josselin perrus
Balthazar Auger - Work on Play, Play at Work Note: As you can see, this page has fallen into disarray due to a botched blog migration. Mind the gaps. Poesysteme is a game I developed as a student project. The player is asked to add words into the game world, where they will live under natural rather than linguistic rules (reproduction, nourishment and predation). At any time, the player can take a “snapshot” of his game world, in the form of a poem composed of all the words that live there; some he has added himself but many new, unknown words birthed during play. Upon reading the poem (out loud, preferably) these new words are given a sound and a meaning by the player/reader, who will, maybe, decide to use them in everyday speech… You can download the game here. You’ll find that every generated poem is automatically saved in the folder you installed the game.
La Gamification au service de l’entreprise | Blog AurGa Gamification Quand on est un professeur, l’objectif est de faire obtenir à ses étudiants les meilleurs résultats. Quand on est RH ou manager, on veut maintenir au plus haut la motivation des employés d’une entreprise car motivation rime avec productivité. Quand on est vendeur, l’objectif est de faire acheter un maximum de produits/services par un maximum de monde. Statut PowerSeller eBay sont autant de pratiques qui visent une seule chose : inciter l’utilisateur/employé/étudiant/internaute/sportif à atteindre un objectif plus vite, et le motiver pour atteindre des objectifs toujours plus difficiles. OK, mais cela fait des dizaines d’années que cela existe ! Largest LAN party in the world Les racines des mécanismes de la gamification Console Mattel Intellivision Les premiers jeux vidéos apparaissent en 1950/1960. En 2012, 30 millions de français sont des gamers. Amy Jo Kim, gamification guru Gabe Zichermann, author, Game-Based Marketing *** cliquez sur la photo pour découvrir une vidéo ***
SXSW 2011: The internet is over | Technology If my grandchildren ever ask me where I was when I realised the internet was over – they won't, of course, because they'll be too busy playing with the teleportation console – I'll be able to be quite specific: I was in a Mexican restaurant opposite a cemetery in Austin, Texas, halfway through eating a taco. It was the end of day two of South by Southwest Interactive, the world's highest-profile gathering of geeks and the venture capitalists who love them, and I'd been pursuing a policy of asking those I met, perhaps a little too aggressively, what it was exactly that they did. What is "user experience", really? What the hell is "the gamification of healthcare"? Or "geofencing"? Or "design thinking"? The content strategist across the table took a sip of his orange-coloured cocktail. This, for outsiders, is the fundamental obstacle to understanding where technology culture is heading: increasingly, it's about everything. Web 3.0 The game layer The dictator's dilemma Biomimicry comes of age
Tips on Enterprise 2.0 with Web 2.0 » Blog Archive » The Gamification of Innovation in the Enterprise Gartner Says By 2015, More Than 50 Percent of Organizations That Manage Innovation Processes Will Gamify Those Processes. “Gamification describes the broad trend of employing game mechanics to non-game environments such as innovation, marketing, training, employee performance, health and social change,” said Brian Burke, an analyst at Gartner. “Enterprise architects, CIOs and IT planners must be aware of, and lead, the business trend of gamification, educate their business counterparts and collaborate in the evaluation of opportunities within the organization.” Learn more here. Enterprise Gamification Trends Dean Takahashi wrote about this idea on “GamesBeat”, his article and the interesting comments can be reviewed here. Beyond Gamification: 7 Core Concepts to Create Compelling Products Amy Jo Kim (@AmyJoKim) shared 7 core concepts to create compelling products at the Web 2.0 Expo SF 2011. Gamification at Web 2.0 Expo SF 2011 with Amy Jo Kim (ShuffleBrain) Video Mr.
Les ambiguités de la gamification Par Rémi Sussan le 01/03/11 | 9 commentaires | 7,377 lectures | Impression La gamification est un des gros buzz du moment. En janvier 2011 s’est tenu d’ailleurs le premier “Gamification Summit“. Elle consiste essentiellement à se demander ce qui nous attire tant dans les jeux, puis d’en extraire les recettes fondamentales, afin de les appliquer hors du cadre ludique. Au coeur de ce processus se trouve l’idée que le gain de points, l’acquisition d’un statut, sont des moteurs d’amusement suffisants pour encourager les utilisateurs à recourir à un service. Exemple type, Foursquare, application sur mobile où l’on recommande à ses amis divers lieux dans la ville, celui qui en conseille le plus étant à même de récupérer bons d’achat ou coupons de réductions dans certains des lieux recommandés (ceux qui possèdent un partenariat avec Foursquare). Selon les thuriféraires de la gamification, le concept devrait bientôt devenir partie intégrante du design de n’importe quel site web.
Serious Games? Definitely. Gameification? Too Early To Say. As readers of this blog know, I have a keen interest in serious games. Among other virtues, they provide a way to deal with tough circumstances by changing the way team members interact. In an upcoming research document on the subject, I relate the story of a development team that had to rewrite a creaky old application from scratch. Which features did the team need to re-implement right away? Serious games have plenty of other uses. As enthusiastic as I am about serious games, I'm not yet sold on a wholly different trend: gameification. As in the case of the team that needed to rebuild its application from scratch, a serious game provides a way to step outside of the normal work setting, with the intent of generating outcomes you don't normally get from typical planning exercises, requirements collection, brainstorming sessions, and other familiar techniques. In contrast, gameification is, as the name implies, about turning regular activities into games. Not everyone loves games.