Fun is the Future: Mastering Gamification

Google Tech Talk
October 26, 2010

Presented by Gabe Zichermann.

ABSTRACT

Gamification is fundamentally rewriting the rules of engagement for product design and marketing. From Foursquare to Farmville and from Nike to the Navy, game mechanics like points, badges, levels, challenges, rewards and leaderboards are being used in ever greater numbers. But what does this mean for "traditional" marketing & UI/UX and how do you leverage this trend in your engagement strategy? Moreover, how do we measure success, and why will every company have a Chief Engagement Officer in the next few years? Find out more in this in-depth discussion with Gamification Expert, Gabe Zichermann -- author of "Game-Based Marketing" and the Gamification.co blog, and Chair of the Gamification Summit.

GABE ZICHERMANN is an author, highly rated public speaker and serial entrepreneur. His most recent book,Game-Based Marketing (Wiley, 4/2010) has achieved critical and industry acclaim for its detailed look at innovators who blend the power of games with brand strategy. His next book on game mechanics is a detailed technical look at architecture and implementation. Gabe is also the Chair of the Gamification Workshops and Summit, upcoming events that bring together the leading minds in Gamification and Engagement Science - http://gsummit.com. A resident of NYC, Gabe is a board member of StartOut.org, advisor to a number of startups and Facilitator for the NYC chapter of the Founder Institute.

• Category

  Science & Technology

[Alex So]

You sir are a genius

[Bumba Dawg]

Jonathan Blow talks about Truth VS Manipulation with games.

I think this gamifibuzzwordy guy needs to learn respect. People are not cows needing to be milked.

[fight2Bfree]

"I have to be a FUCKING Chase customer to play" hey... you can't blurt out the F word in this setting... sheesh..?

[Nick Donnelly]

Frequent flyer programs largely don't exist in European budget airlines.

[LetsPlayAceCraft]

Yes they are ways to manipulate people, but if you could go to work all day, and come home thinking you were playing a game all day by some form of manipulation, then who woundln't want to do that. I dont care if its manipulation, it still makes me feel better about doing it.

[GrappleBerries]

These skinner-box "Gamification" techniques are designed to manipulate people, but they don't actually make these activities more fun.

With that said I still think they could be useful in some situations like high school where teenagers actively avoid doing work because of social pressures.

[RuRippln]

Love the spoonful of sugar story!

[Matt Kresling]

This isn't gamification--it's assholification.

[Roark3000]

Haha! "Farmville is [...] Poke with cows."

[Wawan Budi Setiawan]

Guys, increase your vertical jump does not have to be difficult (I used to feel it did). I'll give you some advice right now. Look for a jump vertical manual called Nobolaron Manual (do a search on google). Seriously, that program has changed my life. I probably should not even be mentioning it because I do not want a bunch of other folks out there running the same "game" but whatever, I'm in a great mood today so I will share the wealth haha.

[Joe Nickence]

Excellent presentation!

[sanxfxteam]

It does not mention player fatigue being a downside, and making the player leave for a perceived more rewarding system. But otherwise, I've never seen such a clear and complete presentation of gamification. Great job!