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GAMIFICATION :
FROM INTRODUCTION TO DESIGN
Alireza Ranjbar SHourabi
@ARSHourabi
@ARSHOURABI
v Art of Light and Motion Game Studio – CEO
v IGA – Co-Founder
v Hamsaa – Gamification Designer (Social Network)
v Tooska – Gamification Designer (Second Screen App)
v ICONish – Gamification Designer (VAS App)
vGamification Guru – Top 15 (Global Leaderboard)
v Previously :
v FANAP – Gamification Designer (Payment Solutions)
v Faranesh – Gamification Designer (eCommerce-eLearning Campaigns)
PART 2
ABOUT DESIGN
Alireza Ranjbar SHourabi
@ARSHourabi
LET’S RECYCLE WITH JOY
http://www.thefuntheory.com/bottle-bank-arcade-machine
Gamification from Introduction to Design (part2)
WHERE DOES GAMIFICATION STAND?
A very powerful TOOLKIT!
PERSUASIVE DESIGN
EXPERIENCE DESIGN
GROWTH HACK
GAMIFICATION NEEDS CREATIVITY SO MUCH
TEDx Tokyo : Shimpei Takahashi
LET’S TALK ABOUT FRAMEWORKS OF DESIGNING
A GAMIFICATION SOLUTION FOR A PROBLEM
FRAMEWORK
FRAMEWORK
MDA FRAMEWORK
MDA FRAMEWORK
Mechanic
Dynamic
Aesthetic
Interaction (Alone & Social)
Player’s feelings during interaction
MDA FRAMEWORK
SIGHT (VERY POSSIBLE FUTURE)
STEPS : DESIGNING A GAMIFICATION SOLUTION
1) Understand Business objectives
2) Select and know Target behaviors
3) Knowing the user
4) Designing activity cycles and scaffolding
5) Considering FUN
6) Tools of design and implementation
GAMIFICATION DESIGN IS AGILE DESIGN
STEP 1 : BUSINESS OBJECTIVES
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
ELEMENTS OF VALUE
STEP 2 : TARGET BEHAVIORS
FOGG BEHAVIOR MODEL
Gamification from Introduction to Design (part2)
CREATING A GOOD HABIT WITH FUN
STEP 3 : KNOW YOUR PLAYER
BARTLE PLAYER TYPES
Killer / Achiever / Socializer / Explorer
ACHIEVER
SOCIALIZER
EXPLORER
KILLER
Gamification from Introduction to Design (part2)
THE FIFTH ELEMENT
Gamification from Introduction to Design (part2)
THE PATH
HOW LONG WOULD YOU BE INTERESTED?
http://www.thefuntheory.com/worlds-deepest-bin
STEP 4 : DESIGN ACTIVITY LOOPS
FEEDBACK EXAMPLE
FEEDBACK LOOP
ACTIVITY LOOP : ENGAGEMENT LOOP
THE SCIENCE BEHIND IT
Dopamine for the brain
Challenge
Achievement
Reward
SCAFFOLDING
FLOW THEORY
Mihaly Csikszentmihalyi
Being in the zone
VIRAL LOOP : SOCIAL ENGAGEMENT
GAMIFICATION IS NOT BAD BUT A DESIGN CAN
BE VERY VERY BAD AND EVEN HARMFUL!
STEP 5 : ESSENTIAL FUN
v Hard Fun
v Easy Fun
v People Fun
v Serious Fun
JOBS CAN BE FUN
“In every job that must be done, there is an
element of fun. You find the fun and snap! The
job’s a game.”
-- Mary Poppins
WHAT DO WE CALL FUN ?
Winning
Problem-solving
Exploring
Chilling
Teamwork
Recognition
Triumphing
• Fun can (and should) be designed
• Fun can be challenging!
• Appeal to different kinds of fun
Collecting
Surprise
Imagination
Sharing
Role Playing
Customization
Goofing off
GAMES FOR HEALTH ?
STEP 6 : TOOLS AND TECHNICS
v Gathering the data you need for design
v Set the path for journey and narrative
v Have some way for showing it to others
v Calculate the numbers in play
v Analyze the out come for refining the design
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
Gamification from Introduction to Design (part2)
FUNCTIONAL ANALYSIS
DESCRIBE VISUALLY
THERE ARE TIMES YOU NEED BEAUTIFUL WORK
THE NARRATIVE / JOURNEY
TWINE – GAME / INTERACTIVE STORY ENGINE
MOCKUPS TO SHOW HOW IT CAN WORK
THE NUMBERS / CALCULATIONS / SIMULATIONS
MACHINATIONS – JORIS DORMANS
THE DATA ANALYSIS – R STUDIO
ANACONDA – SPYDER 3 – PYTHON IDE
DATA DASHBOARD
vData Driven Analysis
vData gathering and mining
vData visualization
GAMIFICATION PLATFORMS
GAMIFICATION PLATFORMS
GAMIFICATION PLATFORMS
GAMIFICATION PLATFORMS
GAMIFICATION PLATFORMS
CHANGING A BAD BEHAVIOR WITH FUN
http://www.thefuntheory.com/speed-camera-lottery-0
FINAL HINTS
v How to win with Gamification design ?
v Matters of concern before design !
v Care for these after design !
v Beware of the Mistakes !?
WIN THE GAMIFICATION IN 4 LEVELS
Know your user
Identify your mission
Apply game mechanics
3M
­ Manage
­ Monitor
­ Measure
Remember : Gamification is data driven
BE CARFUL BEFORE GAMIFICATION
v Legal and ethical
v Business’ core problem
v PMF
v Actual game
v Poor infrastructure
v Disastrous customer service
TAKE CARE OF YOUR DESIGN
v Disruptors
v Policing the design
v Administrator
v System Operator
v Use P in the SAPS
v Solid term of service
MAKE NO MISTAKE
Mistake: Focus on Competition
Mistake: No Clear Gamification Goals
Mistake: Too Many Rewards
Mistake: No Motivation
Mistake: Misusing Points and Badges
Mistake: Short-Term Thinking
­ Do : Choose a behavior built for long term
­ Do : Use variable interval rewards (operant conditioning)
­ Do : Add new elements over time
LET’S MAKE IT FUN
TEDx Boston : Seth Priebatsch
REF + MORE READING
v Gamification by Design – Gabe Zichermann & Christopher Cunningham
v A Theory of FUN – Raph Koster
v Reality is broken – Jane Mcgonigal
v For the WIN – Kevin Werbach (Soon in Persian)
v Art of Game Design : A book of Lenses – Jesse Schell (In Persian)
v Game Mechanics : Advanced game design – Ernest Adams & Joris Dormans
NOT THE END
THANKS FOR YOUR ATTENTION!
Alireza Ranjbar SHourabi
@ARSHourabi

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