Contents

Introduction: Why Cant Business Be Fun?

Why We Wrote This Book

A Map of the Territory

A Note on the Title

Level 1: Getting into the Game: An

Introduction to Gamification

How Gamification Solves Business Problems

Internal Gamification

External Gamification

Behavior-Change Gamification

Gamifi-what?

Game Elements

Game-Design Techniques

Non-Game Contexts

Taking Games Seriously

Engagement

Experimentation

Results

Level 2: Game Thinking: Learning to Think

Like a Game Designer

Figure 2.1: The Fun Theorys Piano Staircase

Whats in a Game?

Game Thinking

Is Gamification Right for My Business Challenge?

1.
2.
3.
4.

Motivation: Where Would You Derive Value from Encouraging Behavior?

Meaningful Choices: Are Your Target Activities Sufficiently Interesting?

Structure: Can the Desired Behaviors Be Modeled Through a Set of

Algorithms?

Potential Conflicts: Can the Game Avoid Conflicts with Existing Motivational
Structures?

Pulling It Together

Level 3: Why Games Work: The Rules of

Motivation

What Makes People Tick

The Rules of Motivation

Lessons for Gamification

Rewards Can Crowd Out Fun

Boring Can Be Engaging

Tune Your Feedback

Work Across the Motivational Continuum

Dont Be Evil

Level 4: The Gamification Toolkit: Game

Elements

Figure 4.1: Club Psych

The PBL Triad

Points

1.

2.

3.

4.

5.

6.

Badges

1.

2.

3.

4.

5.

Figure 4.2: Fitbit Badges

Leaderboards

PBLs as a Starting Point

Braving the Elements

Dynamics

1.
2.
3.
4.
5.

Mechanics

1.
2.
3.
4.
5.
6.
7.
8.
9.

10.

Components

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

14.
15.

Integration

Figure 4.3: The Game Element Hierarchy

Muscles and Bones

Level 5: Game Changer: Six Steps to

Gamification

1.
2.
3.
4.
5.
6.

1. Define Your Business Objectives

Figure 5.1: The Objective Definition Process

2. Delineate Your Target Behaviors

3. Describe Your Players

4. Devise Your Activity Cycles

Figure 5.2: Activity Cycle

Figure 5.3: Progression Stairs

5. Dont Forget the Fun!

6. Deploy the Appropriate Tools for the Job

Conclusions (and Beginnings)

Level 6: Epic Fails: And How to Avoid Them

Figure 6.1: Cow Clicker

Pointsification

Legal Issues

Exploitationware

Gaming the Game

Endgame: In Conclusion

Looking Back

Looking Forward

Acknowledgments

Glossary

Additional Resources

About the Authors

About Wharton Digital Press

About The Wharton School

 2012 by Kevin Werbach and Dan Hunter

About the Book