Gametization 101 (14 Dec 2018)

Gametization 101: Before we begin
1. Download the Gametize App from
App Store / Google Play Store
2. Register for an account
3. Check out our workshop game
by entering the code gamification
in the search bar
4. Try out the Challenges
and get a feel of the
Gametize platform!
John Doe
gamification

About us
Al-Fairuz
● Studied Big Data & Analytics
● Used to be a Trainer/Planner in
BMTC (Basic Military Training
Centre)
● Loves working with Python.
● Wants to be a Python
Programmer one day
fairuz@gametize.com
Prapim
● Trained as a graphic designer
● Stumbled into instructional
design
● Used to teach art to children (and
adults)
● Loves Photoshop, Illustrator and
cats.
prapim@gametize.com

The Game Plan for today
● Getting to know you
(and you, us)
● Learn what gamification is
● Motivation Frameworks
● 5D Gamification Framework
● Case Studies of Gamification
Implementations
● Learn how to use Gametize’s
platform with platform training
● Practice creating your own Game
● Debrief and Q&A
● Feedback and survey

How to maximize this session
● Feel free to ask questions at the end of each section
● Let us know at any time if you’re lost and need us to slow
down
● This will NOT be a fun session, but keep an open and creative
mind, relax, and we will our best to make
it enjoyable :)
● Don’t be afraid to get hands-on and try out the Gametize
platform, both as a creator and a player
● We’ll be taking a look at the final product you create during
the workshop, so keep your own use case in mind during the
session

Nobody likes Working
Learning is Boring
But everyone loves
Playing

What is gamification?
gamification =
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What is gamification?
gamification =
Use of game design and game
psychology in non-game settings to
engage and motivate target audience
for target behaviors.
It is a process, and not an end point.

Gamification in Consumer Engagement
gamification =
A design-thinking focused process to engage
and motivate your consumers into behaviors
that directly or indirectly increase sales.
It DOES NOT need to be transactional.

Gamification in Learning & Employee Engagement
gamification =
A design-thinking focused process to engage
and motivate your audience into desired
behaviors, with a balance of intrinsic and
extrinsic rewards, to make learning more
enjoyable.
It MUST NOT be transactional.

Is this gamification or not?
Source: National Steps Challenge, Health Hub,
Ministry of Health Singapore

Is this gamification?
Source: Fitbit

Source: Pizza Hero by Domino’s Pizza, by agency CP+B, https://youtu.be/QzWEeOoFMfU
Read more about it here:
https://kotaku.com/5901817/the-dominos-ipad-game-could-transform-the-way-we-order-pizza-and-get-jobs

Source: NTUC
Fairprice, Singapore

Source: IndusGeeks, http://www.indusgeeks.com/serious-games.php

Is this gamification or not?
gamification =
Points and badges
Advertgaming
Social gaming
Farmville
Candy Crush
Pokemon Go

The 4 Key Pillars of Gamification
Interactive Challenges
Competition and Social
Constant, Instant Feedbacks
Rewards and Redemptions

Why do people like to play games?

DOPAMINE. OH YEAH!

Source: Phillip Toledano, http://www.mrtoledanowillseeyounow.com, 2002

“SORRY, I CAN’T GO
TO WORK TODAY.
I FRACTURED MY
MOTIVATION”
What motivates us?

Extrinsic Motivation
Behavior that is driven
by external rewards.
...such as money,
grades, and praise, or
negative reinforcement
such as fear of
punishment or failure.
money
grades
praise
deadlines

Intrinsic Motivation
Behavior that is driven
by internal (self-driven)
rewards.
...such as striving
towards a goal for
personal satisfaction
or accomplishment.
pride
interest
curiosity
achievement

Herzberg’s Two-Factor Theory
Dissatisfaction
and
demotivation
Not dissatisfied
but
not motivated
Positive
satisfaction
and
motivation
Hygiene Factors
● Company policies
● Quality of supervision
● Relation with others
● Personal life
● Rate of pay
● Job security
● Working conditions
Motivational Factors
● Achievement
● Career advancement
● Personal growth
● Job interest
● Recognition
● Responsibility
Hygiene
Factors
Motivational
Factors

Mihaly’s Flow Theory
Mihaly Csikszentmihályi
and his fellow researchers
began researching flow after
Csikszentmihályi became
fascinated by artists who
would essentially get lost in
their work.
Artists, especially painters,
got so immersed in their
work that they would
disregard their need for
food, water and even sleep.
What makes
these people so
motivated?
Image source: https://www.ted.com/talks/mihaly_csikszentmihalyi_on_flow

What motivates us?
• One must be involved in an activity
with a clear set of goals and
progress.
This adds direction and structure
to the task.
• The task at hand must have clear
and immediate feedback.
This helps the person negotiate any
changing demands and allows
them to adjust their performance to
maintain the flow state.

What is the average age of a video
gamer in US, in 2017?
*According to Entertainment Software Association
Here’s a question for you...

Source: Entertainment Software Association 2017, http://www.theesa.com/about-esa/essential-facts-computer-video-game-industry/
More Gamer stats for thought...

The 5Ds of Gamification
5D Framework

Learning & Development
● Sales Training
● Leadership Training
Use Cases we’ve applied the 5D Framework to
Employee Engagement
● Onboarding
● Wellness
● Team-Building,
Community-Building
Talent Acquisition
● Recruitment
● Employer Branding
Consumer Engagement
● Content Marketing
● Consumer Loyalty

5D Framework
1. Define your problem Identify a problem
you want to solve.
“Our new hires find our orientation
programme cumbersome and don’t
remember what they’re taught during the
onboarding”
“We want to bring engagement of our
team-building and training modules to outside
of just the classroom”
“Our recruitment process is difficult to
manage with our small team”

5D Framework
2. Determine your goals What is the outcome
you want to achieve
out of gamification?
“We want to enrich the onboarding
experience by making our programme more
experiential and interactive”
“We want our students to practice their
team-building skills outside of the classroom,
including more interactions & networking”
“We want to automate and standardize the
recruitment process to decrease the time it
takes to screen potential candidates”

5D Framework
3. Decide your target
behaviors
What are your target
behaviours and
emotions?
“Your organization’s orientation
programme is fun!”
“I understand how to put what I’ve
learned during this module to use now!”
“This organization’s recruitment process
is innovative; I want to join!”

5D Framework
4. Describe and Profile
your Players
Make a list of
characteristics of
your target group.
Clue: Create a persona and
tell us a story.
“Kylie is 20 and is in the Business
Development Course. She’s very active on
social media, especially Instagram – she’s
used to sharing stories with her friends and
followers, and likes to try new things.”

Bartle’s 4 Player Types
Killer
Defined by:
A focus on winning, rank,
and direct peer-to-peer
competition.
Engaged by:
Leaderboards, Ranks
Achievers
Defined by:
A focus on attaining status
and achieving present
goals quickly and/or
completely.
Engaged by:
Achievements
Socialites
Defined by:
A focus on socializing and
a drive to develop a
network of friends and
contacts.
Engaged by:
Community, Interaction
Explorers
Defined by:
A focus on exploring and a
drive to discover the
unknown.
Engaged by:
Obscure Achievements

Which Player Type are you?
Find out which Player Type you are by
trying out our Personality quiz at
myplayertype.com

5D Framework
5. Design your
Gamification Strategy
Decide on:
● Visual style
● Game storyline
● Tone of voice
● Interactions to use

The 5Ds of Gamification: Gametize’s Design Strategy
G
A
M
E
T
I
S
E
Generous, Extrinsic Rewards (With clear paths)
Appealing, Fresh Content (create stickiness)
Maintain it (easy dashboard to manage for iterations)
Easy and Emotional, relevant to audience profiles
Tribalism (create tribes and communities)
Intrinsic motivations (moving from extrinsic rewards)
Social behaviors (create conversations, sharing)
KEY
ELEMENTS
KEY GOALS
Anti-Gaming Mechanics
Iterative Testing
and Changes
DESIGN CONSTANTS
D Data for analysis (create valuable intelligence)
Engaged target behaviors relevant to target goals

5D Framework Demo
We’ve developed a demo card game to help you
understand the 5D Framework better!

Activity:
Create your own
5D Framework
(Don’t worry if you get stuck – we’ll have
plenty of case studies for you to get inspired
by in a bit!)

is a rewards and motivation platform to engage your
consumers/employees with gamification concepts.

To use Gametize, you just have to start a Project,
create a Topic, and start adding in the Content
(Challenges & Flashcards)
PROJECT
Topic 1 Topic 2 Topic 3
Content: Challenge
Content: Flashcard
Content: Challenge
Content: Challenge
Content: Flashcard
Content: Flashcard
Content: Challenge
Content: Challenge
Content: Flashcard
Content: Flashcard
Content: Flashcard
Content: Flashcard

Challenges
are content with an action
required.
Flashcards are
static content where no
action is required.
Topics are groups of
Challenges that are
themed, such as a
grammar Topic with
different grammar Quiz
Challenges.
Projects are groups
of Topics.
What are Challenges, Flashcard, Topics, and Projects?

Photos
● Gametize Image
Library
● Pixabay
● Unsplash
● Pexels
Illustrations
● Flaticon
Be aware of attribution rights!
Image Resources

Rewards
● Redeem Rewards by
spending points
accumulated throughout
the whole Project
● Utilizes the Rewards
Store
Rewards vs. Achievements
Achievements
● Are like badges
● Earn by special actions
per Topic
● Actions can include:
○ Completing x number of Challenges
○ Completing Challenge A x number of
times
○ Earning x number of points

SAPs
Status
Access
Power
Rewards
Rewards: A Masterclass on its own

Have a mix of Reward types
so you can motivate for
different purposes
But is SAP always enough?

What else can you do as an Admin?
As an Admin, even after
your game has launched,
you can still edit,
moderate, and analyze
your game’s content and
performance.

Analytics
Once your game has gathered enough data, you can review your game’s
performance using Analytics

Let’s wrap up the
Theory Stuff now...

Finishing line: Avoiding Pitfalls
gamification =
IS NOT MAGIC.
It is a process, which like many others, must be
well-designed and planned.
There are no rules to fun.

1. create emotions
even better, stories
2.don’t try too hard,
they’ll know
3. bring in heroes
if possible
4. regular fresh
content, please
5. do 1 - 4 again

Gamification Toolkit
● Pixabay for royalty-free images
● Google Slides for collaborative content creation
● GoAnimate for videos animation creations
● Canva, Piktochart, Stencil for graphical work
● Gametize for gamification platform
● MyPlayerType.com for basic player type profiling
● Look at some of the best examples out there –
influitive.com’s resource section
● Someone who can do it full-time and do lots of testing

● What is Gamification, Really?
By Michael Wu
http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447
● Why We Play Games: Four Keys to More Emotion
Without Story
By Nicole Lazzaro
http://xeodesign.com/xeodesign_whyweplaygames.pdf
● Smart Gamification: Social Game Design for a
Connected World
By Amy Jokim
http://www.slideshare.net/amyjokim/smart-gamification-social-game-design-for-a-connected-world
● Meaningful Play: Getting Gamification Right
By Sebastian Deterding
http://www.slideshare.net/dings/meaningful-play-getting-gamification-right
References

“The opposite of
play is not work. It
is depression.”
– Dr. Stuart Brown

accept challenge
gametize.comenquiry@gametize.com

Gametization 101 (14 Dec 2018)

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