GAMIFICATION http://en.wikipedia.

org/wiki/Gamification
Gamification is the use of game thinking and game mechanics in a non-game context in order to engage users and solve problems.[1][2][3] Gamification is used in applications and processes to improve user engagement, Return on Investment, data quality, timeliness, and learning.[4] The word was coined by Nick Pelling.[5]
Contents
[hide]

1 Gamification Techniques 2 Applications 3 History 4 Legal restrictions 5 Criticism 6 See also 7 References

[edit]Gamification

Techniques

Gamification techniques leverage people's natural desires for competition, achievement, status, self-expression, altruism, and closure. A core strategy for gamifying is to provide rewards for players for accomplishing desired tasks. Types of rewards include points,[6] achievement badges or levels,[7] the filling of a progress bar, [8] and providing the user with virtual currency.[7] Competition is another element of games that can be used in gamification. Making the rewards for accomplishing tasks visible to other players or providing leader boards are ways of encouraging players to compete.[9] Another approach to gamification is to make existing tasks feel more like games. [10] Some techniques used in this approach include adding meaningful choice, onboarding with a tutorial, increasing challenge,[11] and adding narrative.[10] [edit]Applications One application in which gamification has been widely applied is in marketing. Over 70% of Forbes Global 2000 companies plan to use gamification for the purposes of marketing and customer retention.[12]For example, in November 2011 Australian broadcast and online media partnership Yahoo!7 launched its Fango mobile app, which allows TV viewers to interact with shows via several gamification techniques like check-ins and badges. As of February 2012, the

app had been downloaded more than 200,000 times since its launch. [13] Gamification has also been used in customer loyalty programmes. In 2010,Starbucks gave custom Foursquare badges to people who checked in at multiple locations and offered discounts to people who became mayors of an individual store.[14] There have also been proposals to use gamification for competitive intelligence,[15] encouraging people to fill out surveys,[16] and to do market research on brand recognition.[17] Gamification has also been used as a tool for customer engagement,[18] and for encouraging desirable website usage behaviour.[8] Additionally, gamification is readily applicable to increasing engagement on sites built on social network services. For example, in August 2010, one site, DevHub, announced that they have increased the number of users who completed their online tasks from 10% to 80% after adding gamification elements. [19] On the programming question-andanswer site Stack Overflow users receive points and/or badges for performing a variety of actions, including spreading links to questions and answers via Facebook and Twitter. A large number of different badges are available, and when a user's reputation points exceed various thresholds, he or she gains additional privileges, including at the higher end, the privilege of helping to moderate the site.

External video
Gamification by Kevin Werbach,University of Pennsylvania withCoursera, online course preview[20]

Education and training are areas where there has been interest in gamification. Microsoft has released the game Ribbon Hero 2 as an add-on to their Office productivity suite to help train people to use it effectively.[21] It is one of the most popular projects Microsoft's office labs division has ever released.[22] The New York City Department of Education with funding from the MacArthur Foundation and the Bill and Melinda Gates Foundation has set up a school centred around game based learning calledQuest to Learn, with the intent to make education more engaging and relevant to modern kids.[23] SAP has used games to educate their employees on sustainability.[24]The US military and Unilever have also used gamification in their training. [25] The Khan Academy is an example of the use of gamification techniques in online education. [26] In August 2009, Gbanga launched the educational location-based game Gbanga Zooh for Zurich Zoo that asked participants to actively save endangered animals and physically bring them back to a zoo. The game encouraged players to maintain virtual habitats across the Canton of Zurich in order to attract and collect endangered species of animals. [27] Applications like Fitocracy and QUENTIQ use gamification to encourage their users to exercise more effectively and improve their overall health. Users are awarded varying numbers of points for activities they perform in their workouts and gain levels based on points collected. Users can also complete quests (sets of related activities) and gain achievement badges for fitness

milestones.[28] Health Month adds aspects of social gaming by allowing successful users to restore points to users who have failed to meet certain goals. Employee productivity is another problem that gamification has been used to tackle. RedCritter Tracker,[29] Playcall,[30] and Arcaris [31] are examples of management tools that uses gamification to improve productivity. Crowdsourcing has been gamified in games like Foldit, a game designed by the University of Washington which allows players to compete to manipulate proteins into more efficient structures. A 2010 paper in science journal Nature credited Foldit's 57,000 players with providing useful results that matched or outperformed algorithmicly computed solutions. [32] The ESP Game is a game that is used to generate image metadata. Google Image Labeler is a version of the ESP Game that Google has licensed to generate its own image metadata. [33] Research from the University of Bonn used gamification to increase wiki contributions by 62%. [34] Experts anticipate that the technique would also be applied to health care, financial services, transportation, government,[35] employee training,[25] and other activities.[36] Alix Levine, an American security consultant, described gamification as some techniques that a number of extremist websites such as Stormfront and various terrorism-related sites used to build loyalty and participation. As an example, Levine mentioned reputation scores. [37][38] Microsoft has also announced plans to use gamification techniques for its Windows Phone 7 operating system design.[39] Gamification has also been applied to authentication. For example, the possibilities of using a game like Guitar Hero can help someone learn a password implicitly. [40] Furthermore, games have been explored as a way to learn new and complicated passwords. It is suggested that these games could be used to "level up" a password, thereby improving its strength over time. [41] Gamification has also been proposed as a way to select and manage archives. [42] Machinima applies gamification to animation by having animated characters controlled as video game avatars by actors/players. [edit]History Although the term "gamification" was coined in 2002 by Nick Pelling,[5] it did not gain popularity until 2010.[43][44] Even prior to the term coming into use, other fields borrowing elements from videogames was common; for example, some work in scientific visualization adapted elements from videogames.[45] A Forbes blogger also retroactively labelled[46] Charles Coonradt, who in 1973 founded the consultancy The Game of Work and in 1984 wrote a book[47] by the same name, as the "Grandfather of Gamification". The term "gamification" first gained widespread usage in 2010, in a more specific sense referring to incorporation of social/reward aspects of games into software. [48] The technique captured the attention of venture capitalists, one of whom said he considered gamification to be the most promising area in gaming.[49] Another observed that half of all companies seeking funding for consumer software applications mentioned game design in their presentations. [8]

Several researchers have considered gamification to be closely related to earlier work on adapting game-design elements and techniques to non-game contexts. Deterding et al.[2] survey research in humancomputer interaction that uses game-derived elements for motivation and interface design, and Nelson[50] argues for a connection to both the Soviet concept of socialist competition, and the American management trend of "fun at work". Fuchs [51] points out that gamification might be driven by new forms of Ludic Interfaces. Gamification conferences have also retroactively incorporated simulation; e.g. Will Wright, designer of the 1989 video game SimCity, was the keynote speaker at the gamification conference Gsummit 2013. [52] In addition to companies that use the technique, a number of businesses created gamification platforms. In October 2007, Bunchball,[53] backed by Adobe Systems Incorporated,[54] was the first company to provide game mechanics as a service,[55] on Dunder Mifflin Infinity, the community site for the NBC TV show The Office. Bunchball customers have included Playboy, Chiquita, Bravo, and The USA Network.[56] In June 2009 a Seattle-based startup called BigDoor was founded, providing gamification technology to non-gaming websites. [57][58][59] Badgeville launched in late 2010, and raised $15 million in venture-capital funding in its first year of operation; [60] it provides gamification services to a number of large customers. IActionable launched a gamification platform aimed at integrating withSalesforce.com.[61] Among established enterprise firms, SAP AG,[62][63] IBM, EMC, CA, Slalom Consulting, Deloitte, Microsoft, LiveOps, RedCritter and other companies have started using gamification in various applications and processes.[64][65][66] In December 2011 Salesforce.com announced the acquisition of the social performance platform provider Rypple, which uses gamification for employee performance and HR. [67] In September 2012, a Turkish gamification start up named te Oyun launched the first gamification platform in Turkey [68] and received the first round of investment in two months [69] [edit]Legal

restrictions

This section requires expansion.

(February 2013)

Through gamification's growing adoption and its nature as a data aggregator, multiple legal restrictions may apply to gamification. Some refer to the use of virtual currencies and virtual assets, data privacy laws and data protection, or labour laws. [70] [edit]Criticism The enthusiasm for gamification among its proponents has met with a critical response from a portion of the games community. University of Hamburg researcher Sebastain Deterding has characterised the current popular strategies for gamification as not being fun and creating an artificial sense of achievement. He also says that gamification can encourage unintended behaviours.[71] Game designers like Jon Radoff and Margaret Robertson have also criticised gamification as excluding elements like storytelling and experiences and using simple reward systems in place of true game mechanics.[72][73] MIT Professor Kevin Slavin has described business research into gamification as flawed and misleading for those unfamiliar with gaming. [74]

Gamification as a term has also been criticised. Ian Bogost has referred to the term as a marketing fad and suggested "exploitationware" as a more suitable name for the games used in marketing.[75] He has also suggested that gamification is just an extension of existing ideas in marketing like loyalty programmes.[76] Jane McGonigal has distanced her work from the label gamification, listing rewards outside of gameplay as the central idea of gamification and distinguishing game applications where the gameplay itself is the reward under the term "gameful design".[77] [edit]See

also

Alchemy Game Game Theory Incentive-centered design Serious game

[edit]References
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^ a b Huotari, Kai; Hamari, Juho (2012). "Defining Gamification - A Service Marketing Perspective". Proceedings of the 16th International Academic MindTrek Conference 2012, Tampere, Finland, October 35.

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^ Sebastian Deterding, Dan Dixon, Rilla Khaled, and Lennart Nacke (2011). "From game design elements to gamefulness: Defining "gamification"". Proceedings of the 15th International Academic MindTrek Conference. pp. 915.

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^ Herger, Mario (May. 21, 2012). "Gamification Facts & Figures". EnterpriseGamification.com.

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^ a b Deterding, Sebastian (28 September 2010). "Just Add Points? What UX Can (and Cannot) Learn From Games". UX Camp Europe. Retrieved 12 February 2013.Joel Falconer. "UserInfuser: open source gamification platform".http://thenextweb.com/.

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^ Jane McGonigal Read (2011). Reality Is Broken: Why Games Make Us Better and How They Can Change The World. Penguin Press. p. 122. ISBN 978-1-59420-285-8.

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^ Van Grove, Jennifer (28 July 2011). "Gamification: How Competition Is Reinventing Business, Marketing & Everyday Life". Mashable. Retrieved 12 February 2013.

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^ "FANGO delivers on Social TV". Impulse Gamer. 11 February 2012. Retrieved 15 February 2012.

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^ Kleinberg, Adam (18 July 2011). "HOW TO: Gamify Your Marketing". Mashable. Retrieved 12 February 2013.

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^ Lunden, Ingrid (Oct. 23, 2012). "Data 2.0 Goes Large: InfoArmy Raises $17.3M To Build Out Its Crowdsourced Competitive Intelligence Platform". TechCrunch.

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^ Herger, Mario (Oct. 28, 2011). "Making Surveys More Fun". EnterpriseGamification.com.

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^ Stevens, Robert (Dec. 2, 2011). "Gamification of Market Research". Think Eye Tracking. ^ Daniels, Matt (September 23, 2010). "Businesses need to get in the game". Marketing

^ Takahashi, Dean (August 25, 2010). "Website builder DevHub gets users hooked by "gamifying" its service". VentureBeat.

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^ "Gamification by Kevin Werbach". University of Pennsylvania/Coursera. Retrieved March 26, 2013.

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^ Fallows, James (28 April 2011). "The Return of Clippy". The Atlantic. Retrieved 12 February 2013.

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^ "Office Labs: Ribbon Hero 2". Microsoft. 20 June 2011. Retrieved 12 February 2013. ^ Sara Corbett (15 September 2010). "Learning by Playing: Video Games in the Classroom". The New York Times. Retrieved 12 February 2013.

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^ Herger, Mario (Oct. 28, 2011). "Enterprise Gamification Sustainability examples". Enterprise-Gamification.com.

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^ a b Huling, Ray (March 25, 2010). "Gamification: Turning Work Into Play". H Plus Magazine. ^ Shantanu Sinha (February 14, 2012). "Motivating Students and the Gamification of Learning". Huffington Post.

27. 28.

^ Lssi, M: Elefanten und Tiger per Handy retten, 20 Minuten AG, 2009. ^ Jeffries, Adrianne (16 September 2011). "The Fitocrats: How Two Nerds Turned an Addiction to Videogames Into an Addiction to Fitness". The New York Observer. Retrieved 23 January 2012.

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^ Van Grove, Jennifer (21 April 2011). "Introducing An App Store for Microsoft Outlook". Mashable. Retrieved 12 February 2013.

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^ Tehrani, Rich (Nov. 11, 2011). "Will Call Center Gamification Increase Productivity?". blog.tmcnet.com.

31. 32.

^ Heim, Anna (Aug. 26, 2011). "How Arcaris Is Gamifying Call Centers". TheNextWeb. ^ John Markoff (10 August 2010). "In a Video Game, Tackling the Complexities of Protein Folding". The New York Times. Retrieved 12 February 2013.

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^ "Solving the web's image problem". bbc. 2008-05-14. Retrieved 2008-12-14. ^ Dencheva, Silviya; et al. (Sep. 10, 2011). "Dynamic self-moderation in a corporate wiki to improve participation and contribution quality". Springer. Retrieved February 4, 2013.

35.

^ Thomas, Owen (October 5, 2010). "Should you run your business like a game?". Venture Beat.

36. Fortune. 37.

^ Mangalindan, JP (September 3, 2010). "Play to win: The game-based economy".

^ Jarret Brachman and Alix Levine (April 13, 2010). "The World of Holy Warcraft:How al Qaeda is using online game theory to recruit the masses.". Foreign Policy.

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^ Ungerleider, Neal (April 22, 2011). "Welcome To JihadVille". Fast Company. ^ Dignan, Larry (September 30, 2010). "Will the gamification of Windows Phone 7 set it apart?". ZDnet.

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^ Jim Giles (19 July 2012). "The password you can use without knowing it?". New Scientist.

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^ Christien Kroeze (16 August 2012). "Gamifying authentication". IEEE Conference Proceedings.

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^ Grace, Lindsay. "Gamifying Archives, A Study of Docugames as a Preservation Medium". Computer Games (CGAMES), 2011 16th International Conference on. IEEE Press. Retrieved 2011.

43. 44.

^ "Gamification at Google Trends". Google Trends. Retrieved 2012-11-25. ^ Zichermann, Gabe; Cunningham, Christopher (August 2011)."Preface". Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps (1st ed.). Sebastopol, California: O'Reilly Media. p. 208. ISBN 1449315399. Retrieved 2012-11-25. "Gamification may be a new term"

45.

^ Theresa-Marie Rhyne (October 2000). "The impact of computer games on scientific & information visualization (panel session): "if you can't beat them, join them"". IEEE Visualization 2000.IEEE Computer Society. pp. 519521. ISBN 1-58113-309-X. Retrieved 2012-11-25.

46.

^ Ken Krogue (2012-09-18). "5 Gamification Rules from the Grandfather of Gamification". Forbes. Retrieved 2012-11-25.

47.

^ Coonradt, Charles; Nelson, Lee (1985). The Game of Work: How to Enjoy Work as Much as Play (1st ed.). Deseret Book. p. 146. ISBN 087747771X. Retrieved 2012-11-25.

48.

^ JP Mangalindan (2010-09-03). "Play to win: The game-based economy". Fortune (magazine). Retrieved 2012-11-25.

49.

^ Sinanian, Michael (April 12, 2010). "The ultimate healthcare reform could be fun and games". Venture Beat.

50.

^ Mark J. Nelson (2012). "Soviet and American precursors to the gamification of work". Proceedings of the 16th International Academic MindTrek Conference. pp. 2326.

51.

^ Fuchs, Mathias (2012). "Ludic interfaces. Driver and product of gamification". GAME, vol. 1, 2012 - ALL OF US, PLAYERS. Bologna, Italy: The Italian Journal of Game Studies, Ass.ne Culturale Ludica, Bologna, Via V.Veneto. ISSN 2280-7705.

52. 53. 54.

^ "gsummit 2013 Why Atten". Retrieved 2012-11-25. ^ "Bunchball.com". Bunchball. ^ {{Taylor, Colleen. For Startups, Timing Is Everything Just Ask Bunchball The New York Times. May 2, 2011.}}

55.

^ Carless, Simon (September 17, 2008). "AGDC: Paharia, Andrade On Making Dunder Mifflin Infinity". Gamasutra.

56.
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^ . Bunchball http://www.bunchball.com/news/bunchball-sees-huge-growth-gamificationand-doubles-customer-base-year.Missing or empty |title= (help) ^ Woodward, Curt (August 8, 2011). "Gamification Startup BigDoor Media Levels Up to Bigger Digs". Xconomy.

58.

^ Feld, Brad (October 14, 2010). MIT Technology Reviewhttp://www.technologyreview.com/blog/post.aspx?bid=358&bpid=25892. Missing or empty |title= (help)

59.

^ Cook, John (October 14, 2010). "BigDoor brings badges, points and more to Web sites". Puget Sound Business Journal.

60. 61.

^ . TechCrunch. July 12, 2011http://techcrunch.com/2011/07/12/badgeville-raises-12million-celebrates-with-an-infographic/. Missing or empty |title=(help) ^ . TheNextWebhttp://thenextweb.com/apps/2011/07/18/achievements-points-andleaderboards-hit-the-workplace-with-engage-for-salesforce-com. Missing or empty |

title= (help)

62.

^ Herger, Mario (July 27, 2011). "OINK OINK! Welcome to the SAP Gamification Cup!". Enterprise-Gamification.com.

63. 64.

^ Herger, Mario (Nov. 2, 2011). "Gamified Manufacturing". Enterprise-Gamification.com. ^ Silverman, Rachel (Nov. 2, 2011). "Latest Game Theory: Mixing Work and Play Companies Adopt gaming Techniques to Motivate Employees". Wallstreet Journal.

65. 66.

^ Lindner, Joselin (Sept. 15, 2011). "Microsoft Gamification Blog". Gamification.co. ^ Coghlan, Jeff (Feb. 21, 2012). "Guest Blog - 'RedCritter Tracker Gamifying the Work Place', By Jeff Coghlan, Matmi MD". The Orchard Agency.

67.

^ Rao, Leena (December 15, 2011). "Salesforce Buys Social Performance Platform Rypple; Will Launch Human Capital Management Unit Successforce". TechCrunch.com.

68.

^ Taylan, Erman (September 19, 2012). "Tart Yeni Medya Mutfandan oyunlatrma platformu: te Oyun". Webrazzi.com.

69.

^ Sit, Ahmet Can (November 16, 2012). "Oyunlatrma platformu te Oyun ilk tur yatrmn ald". Webrazzi.com.

70.

^ Herger, Mario (Jan. 4, 2012). "Gamification and Law or How to stay out of Prison despite Gamification". Enterprise-Gamification.com.

71.

^ John Pavlus (November 4, 2010). "Reasons Why "Gamification" is Played Out". Fast Company.

72. 73. 74. 75. 76. 77.

^ Jon Radoff (February 16, 2011). "Gamification". Radoff.com. ^ Margaret Robertson. "Can't Play Won't Play". Hideandseek.net. ^ Slavin, Kevin (June 9, 2011). "In a World Filled With Sloppy Thinking". ^ Bogost, Ian. "Gamification is Bullshit". Ian Bogost. ^ Bogost, Ian. "Persuasive Games: Exploitationware". Gamasutra. ^ McGonigal, Jane. "How To Reinvent Reality Without Gamification". GDC.

http://solver-consulting.ro/gamification/

Gamification
Ce este GAMIFICATION? Gamification presupune utilizarea elementelor de jocuri pentru atingerea obiectivelor reale in contexte business, sociale sau de modificare comportamentala.

Conceptul se bazeaza pe afinitatea naturala a oamenilor spre distractie, jocuri, competitie, statut, cooperare sau expresia de sine. Elementele de joc care se utilizeaza cel mai des includ: clasamente, sisteme de punctaj, insigne, recompense, avatare, interconectarea sociala si multe altele.

Ce poate face SOLVER pentru compania ta?

Putem determina daca ti se potriveste Gamification sau nu Obtinem datele demografice si psihografice necesare procesului Realizam planul de Gamification creandu-ti tot jocul Testam versiunile beta ale jocurilor Asiguram designul necesar tuturor materialelor Realizam eventualele aplicatii necesare procesului de Gamification Masuram rezultatele campaniilor Raportam toate datele in timp real

Cere aici o oferta personalizata!

http://ctrl-d.ro/digital/resurse-digital/gamification-in-social-media/

nc strin pentruunii, conceptulde gamificationn Social Mediase refer la utilizareatehnicilori mecanismelorspecificejocurilorcu scopulde a ndeplinidiferiteobiectivede comunicarei de a ntri relaia publicurilorcu un anumitprodussau brand.
Atenie: gamification nu se refer neaprat la folosirea unui joc propriu-zis, ci se poate referi doar la utilizarea unor elemente de joc n aciuni mai complexe de comunicare.

Cele mai banale forme de gamification se manifest sub forma introducerii unui sistem de recompense pe baz de puncte acordate pentru diferite opera ii realizate de utilizatorii unui anumit serviciu. Odat cu dezvoltarea Social Media, ns, tehnicile de gamification au devenit din ce n ce mai complexe, datorit eficienei lor privind unul dintre scopurile principale ale reelelor sociale: community engagement, adic implicarea activ a membrilor unei comunit i n aciunile unei companii. Vom vedea n cele ce urmeaz care sunt principalele etape i reguli pe care trebuie s le avem n vedere atunci cnd vrem s exploatm beneficiile jocurilor n scopuri comerciale.

1. Etapa de pregtire: cunoatei-v comunitatea!

Nu orice joc popular la un moment dat este agreat n mod necesar de orice comunitate. Dac ne ntoarcem puin n timp i ne gndim la anii copilriei noastre, ne vom da seama c , dei jocurile se bazeaz pe aceleai principii, preferinele oamenilor n ceea ce le prive te sunt la fel de diverse ca i cele pentru muzic, de exemplu. Astfel, aa cum cei care jucau Mario nu jucau Counter Strike, la fel, niciun joc pe modelul Farmville nu va fi adecvat tuturor comunitilor. De aceea, nainte de a integra elemente de joc ntr-o campanie de comunicare, trebuie s gsim rspunsuri la cteva ntrebri esen iale:

Comunitatea format n jurul brandului pe care l reprezent m este una nchis sau deschis? Care este profilul membrilor comunitii pe care o avem n vedere? Comunitatea este una profesional, social ori un hibrid ntre aceste variante? Ct de dinamice sunt relaiile ntre membrii acestei comuniti? Ce obiective se urmresc prin angajarea comunitii n respectivul joc?

2. inei cont de nevoile membrilor comunitii voastre!

Indiferent de profilul comunitii de care aparin, toi oamenii au o serie de nevoi elementare, pe care trebuie s le avei n vedere atunci cnd concepei o strategie bazat (i) pe jocuri: nevoia de exprimare de sine, nevoia de a fi apreciat, de a avea un statut, de a fi recompensat i, mai ales, nevoia de competiie. Acestea fiind spuse, iat o list de must have-uri n orice proces de gamification integrat ntro platform de social media:

Profilul juctorului .

Nevoia de personalizare, de creare a unei identiti unice este una dintre cele mai puternice nevoi ale fiinei umane. De aceea, orice joc trebuie s includ posibilitatea de a contura un profil ct mai detaliat, care s includ un nume, o fotografie, o eviden a rezultatelor/premiilor/recompenselor obinute i, bineneles, posibilitatea de a rela iona cu ceilali juctori.

Posibilitateade personalizare Unicitatea experienei fiecrui utilizator nu trebuie s se termine la nivelul profilului. Cu ct pot fi mai multe elemente personalizate, cu att este mai mare gradul de implicare al utilizatorului.

Un sistemconcretde punctarei recompensare Orice utilizator al unei reele, implicat n relaii de colaborare ori competiie cu al i utilizatori, are nevoie s tie care sunt aciunile care l pot aduce la un nivel superior n ierarhia comunitii i care sunt acele comportamente pentru care poate fi penalizat. Astfel, fiecare comunitate trebuie s aib un fel de regulament de ordine interioar foarte bine structurat i foarte explicit formulat, care s stea la baza recompenselor ulterioare.

Integrareade simboluri Fie c vorbim de insigne, medalii sau titluri onorifice, premierea simbolic i calitativ , operat la nivel de statut, este extrem de important n procesul de gamification, fiind strns legat de ideea de stim de sine. S ne gndim doar la mayorship-ul introdus de Foursquare i la toate badge-urile oferite de aceast platform, elemente care, practic, au dat sens acestei re ele i constituie principalul motiv care st la baza celor mai multe check-in-uri zilnice ale unui utilizator.

Simbolurile nasc orgolii i las loc rivalitii i competiiei, aspecte care ofer dinamismul necesar oricrui joc.

Diversitateaprovocrilor Nici unul dintre noi nu agreeaz un joc n care trebuie s fac mereu acelai lucru. Provocrile, obstacolele i elementele de decor trebuie s fie ntr-o dinamic continu, s se schimbe, s ne ia prin surprindere, s evolueze, astfel nct s ne atrag n permanen ntro nou aventur.

mbin utilul cu plcutul Cea mai simpl metod de a face o activitate mai uoar este s fie mbrcat sub forma unui joc. Fie c este vorba de o diet, de un comportament responsabil sau de corvoada joggingului de dimineaa, fiecare dintre acestea devine mai simplu de dus la bun sfr it dac este transformat ntr-o experien mprtit, presrat cu recompense i titluri onorifice. Gsii mai jos cteva exemple foarte bune n acest sens:

RecycleBank

The Email Game

Nike+

3. Ce e prea mult stric.

Ca orice lucru bun n lumea asta, chiar i joaca poate avea consecin e negative, atunci cnd este dus la extrem. Cu alte cuvinte, trebuie dozat utilizarea acestor mecanisme specifice jocurilor, ca nu cumva jocul s devin un scop final i nu un mijloc, aa cum ar trebui, iar mesajul campaniei s se piard printre attea puncte i recompense. Utilizatorul trebuie s primeasc ntotdeauna, pe lng bucuria jocului, informa ie relevant . Strategia folosit nu trebuie s i satisfac doar nevoia de a fi apreciat i de a concura cu ceilali, ci trebuie s i i menin interesul fa de brandul n cauz, fa de produsele sau serviciile companiei respective.

http://blog.eresearch.ro/eresearch-recomanda/viitorul-gamification-%E2%80%93beneficii-%C8%99i-riscuri/ STUDIU DIN 2012/07/09

Viitorul Gamification beneficii i riscuri

Am mai vorbit despre gamification, pare noul loz ctigtor deopotriv pentru marketing i pentru cercetarea online. i iat c un studiu recent realizat de Pew Internet/Elon University pe un eantion de 1.000 experi web, cercettori, observatori i utilizatori confirm creterea considerabil a folosirii elementelor de joc interactive n activitile online. Mai bine de jumtate din participanii la acest survey au fost de acord c, pentru consolidarea implicrii userilor, folosirea mecanismelor de joc, a recompenselor i a trucurilor pentru obinerea feedback-ului vor crete, de acum pn n 2020. Cei mai convini sunt experi n tehnologie, care afirm c, sub o form sau alta, elemente de gamification vor fi prezente n activitile curente ale internauilor. Dezvoltarea jocurilor serioase aplicate unor produse ori servicii se va accelera, pentru c e mai amuzant s te joci dect s munceti, observ Mike Liebhold, profesor la The Institute for the Future. Leibhold susine c gamification nu e util doar pentru statut, creterea unei comuniti sau marketing. Abordrile jucue ctig teren n domeniul educaiei, sntii, afacerilor i al cercetrii, de asemenea. Un exemplu convingtor este cel din 2011, cnd cercettorii de la Universitatea Washington au lansat jocul Foldit, care a dus, prin crowd-sourcing, la identificarea proteinei-cheie care ar putea ajuta la vindecarea de SIDA. Jocul a avut 46.000 de participani care n zece zile au ajutat la rezolvarea unei probleme cu care oamenii de tiin se confruntau de 15 ani. Experii au demonstrat c mecanismele anumitor jocuri ofer avantaje n procesul de ncurajare a anumitor comportamente i n generarea de feedback msurabil. De altfel, anul trecut Garner estima c pn n 2015, peste 50% din activitatea corporaiilor va avea la baz o form sau alta de gamification. Gamification ar putea fi cea mai important dezvoltare pentru social media i retail a urmtorilor 50 de ani. nseamn sfritul erei marketingului tradiional, pentru c va implica nu doar produsul marketat, ci i corporaia, angajaii, vnzrile, feedback-ul de la clieni. Din punct de vedere social, tehnologia gamification

va umaniza interaciunile artificiale pe care le folosim acumcheck-in, like .a., crede Ross Rader, general manager Hover. Graie acestui nou curent au aprut noi termeni n slangul corporatist: playbor, adic play plus labor iweisure (de la work plus leisure). innd cont de ultimele cercetri n neuromarketing, cred c marile corporaii vor folosi recompense, feedback, reversibilitate pentru a ncuraja interaciunea i loialitatea, mai ales loialitatea fa de un brand, dar i pentru a oferi plcere neuronal consumatorilor. Nu mi se pare o chestie pozitiv, mai ales dac ajunge s fie folosit n interes politic, nu doar economic, apreciaz Simon Gottschalk, profesor de sociologie la Universitatea Nevada-Las Vegas. Asta ne arat c exist i reversul medaliei. Gamification poate s nsemne i manipulare, propagand, poate genra dezechilibre n privina intereselor indivizilor. Sunt zeci i zeci de distopii gen Jocurile foamei care ne arat cum poate ajunge o societate guvernat de gamification; sper ca oamenii s fie ndeajuns de precaui atunci cnd se implic n astfel de activiti, mai ales dac sunt legate de un context macrosocial, spune un participant la survey, care a dorit s rmnanonim. Oamenii sunt uor de manipulat prin gamification, care astfel are anse s capete un rol important n modelarea social. Oamenii nu sunt creaturi solitare, aa c feedback-ul primit prin intermediul unui joc i poate motiva s fac aproape orice. Trebuie s facem n aa fel nct s supravieuim i noi, i tehnologia, se arat ntr-o alt opinie a unui participant la sondaj.

http://blogs.gartner.com/elise-olding/2012/11/14/engagificationof-the-enterprisegamification-and-employee-engagement/

Engagificationof the Enterprise Gamification and Employee Engagement

by Elise Olding | November 14, 2012 | 9 Comments

I had the pleasure of crafting one of Gartners top predicts for 2013: By 2015, 40% of Global 1000 organizations will use gamification as the primary mechanism to transform business operations. (Gartners Top Predictions for IT Organizations and Users, 2013 and Beyond: Balancing Economics, Risk, Opportunity and Innovation) Why do we need to consider gamification in our workplace transformation efforts? According to John Kotter, 70% of business transformation efforts fail. Add to that the impact of 71% of American workers who are not engaged or actively disengaged from their work (according toGallup), and less likely to be productive. This paints a dismal picture for business change and transformation efforts as organizations are clearly not addressing the fundamentals needed for

success. Technology, the program plan and/or a lack of vision are not the root issues; its the lack of engagement and buy-in from employees who need to embrace new ways of working. When transforming business operations, organizations will need to cement behavior changes and engagement as part of the work activities. Gamification can help organizations make the workplace more engaging and productive. The same incentives that inspire game players to strive for the next level in a computer game can also inspire your employees to reach for a higher level of performance and engagement if they are properly applied. Gamification hype is rampant, and the uses inside the enterprise are still emerging. My recent research found only a handful of effective implementations that demonstrated measurable, increased employee engagement. Gartner expects to see that continue over the next few years as lessons are learned and effective techniques are honed. In presenting this topic at Gartner Summits and Symposiums around the world this year, the reception has been surprisingly positive. The number of organizations exploring the use of gamification for employee engagement continues to grow. During each conference there are a handful of attendees (some from very large organizations) that share with me their forays into using gamification to increase engagement. Here are a few tips when applying gamification within the enterprise: Strive for collaboration. Gamification is often associated with competition, but it is great tool for enhancing business collaboration and maximizing business outcomes. Define your transformation objectives, metrics and desired outcomes. Then consider what kind of behaviors you want to reinforce and apply the appropriate gamification techniques. Understand what works in a particular culture. Not everyone is motivated by the same techniques. Even within a single organization, there can be many different cultures some competitive and some more collaborative, some assertive and some more passive. Each group will have its own motivations. Plan for iterations and upping the game to avoid fatigue, foster continued engagement and promote continuous improvement.

There has been some negative reaction to the term gamification most recently at the Gartner Symposium in Barcelona so Ive been trying out engagification. So far, there has been positive reception. It seems to get at the root of the challenge which is employee engagement. Whats your reaction to using the term engagification? Please, please comment! Check out the upcoming webinar presented by Daryl Plummer : Top Technology Predictions for 2013
and Beyond

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