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Gamification for
startups
@thijsdevries
+ =
Gamification for startups
Gamification for startups
Gamification for startups
“Surfen is afzien, pijn lijden, liters zeewater
inslikken, omver geslagen worden om vervolgens
weer meters teruggeworpen te worden. Kortom,
surfen is pure frustratie. Althans in het begin.
Maar zo zout als het zeewater, zo zoet is het
gevoel als je je allereerste golf surft. Dat gevoel is
euforisch!”
Gaming is mostly
frustration
Gamification for startups
Autonomy, Mastery & Purpose
Richard Ryan & Edward Deci
A motivational approach to self (1991)
Self Determination Theory
Autonomy
Mastery
Purpose
Daniel Pink
“If you want to intrinsically motivate people,
you need autonomy, mastery and purpose.”
Drive (2011)
Gamification?
Gamification?
Applying game elements and
techniques to non-gaming contexts.
Developing game-like experiences in the real world
to intrinsically motivate people.
Gamification for startups
Gamification for startups
Gamification for startups
Gamification
How do you gamify?
How do you motivate someone
to do something?
How do you motivate someone to do something?
Only works when
It makes this person (eventually) happy
It makes this person better (skills)
It makes this person wiser (knowledge)
Raph Koster
“Fun is just another word for learning.”
A Theory of Fun for Game Design (2005)
Kathy Sierra
“Don't build a better product, build better
users.”
Badass: Making Users Awesome (2015)
1. Find someone next to you. Say hi!
2. How do you motivate [which users] to [perform what goal]?
3. Write down the behaviour chain
4. Make a list of what your users like to do
Your mission
10 min
How do you motivate primary school pupils to go to school?
How do you motivate young parents to save money?
Examples
How do you motivate someone
to do something?
How do you motivate someone to do something?
Only works through
Interesting challenges
Not too easy, not too hard
In small steps
1. People have an epiphany (self-realisation)
2. Physical or social context is changed
3. Through a sequence of baby steps
…and keep doing this
Skills / Time
Difficulty
Skills / Time
Difficulty
Boredom
Aversion
Engagement loops
FeedbackAction
Engagement
loop
Earn money
Buy streets /
houses / hotels
Boardgame
Monopoly
Improve your
car
Win a race
Videogame
Need for Speed
Reply / New
follower
Tweet
Digital service
Twitter
Direct
Appeal to motivation
Message
Sound
Point
Badge
Feedback
Direct
Appeal to motivation
Message
Sound
Point
Badge
Feedback
Progress
Over time
Suggest next goal
Status
Progress bar
Cumulative points
Leaderboard
Levels
Progress
Over time
Suggest next goal
Status
Progress bar
Cumulative points
Leaderboard
Levels
FeedbackAction
Progress
Engagement
loop
New followerTweet
Amount of followers
Digital service
Twitter
Trigger/
Goal
Email
New follower
New like
With feedback
Email
New follower
New like
With feedback
Trigger/
Goal
Engagement
loop
Feedback
Action
Progress
Trigger /
Goal
Engagement
loop
Feedback
Action
Progress
Motivation
Challenge
Trigger /
Goal
1. Combine behaviour chain and happy list and think of an interesting
challenge (= the hard part)
2. Create and map the engagement loop
Your mission
10 min
@thijsdevries
Thank you!
Want to unlock more
information?

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