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About Gene Kim

I'm the multiple award-winning CTO, Tripwire founder, Visible Ops co-author, IT Ops/Security Researcher, Theory of Constraints Jonah, a certified IS auditor and a rabid UX fan.

I am passionate about IT operations, security and compliance, and how IT organizations successfully transform from "good to great."

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Monday
Jan232012

Talk Notes: Gamification: Gabe Zichermann: ISEPP Lecture Series

IESSP Lecture Series: November 17, 2011

This was a fantastic talk. Gabe Zichermann helped codify the gamification, writing a number of books on the topic, including "Game Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges and Contests" and also the O'Reilly book "Gamification On Design".

Slideshare is here:

The tweets I posted are below:

  • He spent 8K hours playing Civilization; "I've met the creator of Civilization, and it was awesome"

    • "I was educated by games by 8K hrs of Civilization, equiv to 4yrs of work; Where in World Is Carmen San Diego"
  • "Here's an exercise: think about a hypothetical coffee shop, where you're waiting in line: which would you choose? Choice A: you'd get whatever coffee you ever desired and it would be instantly served when you ordered, or Choice B: you'd get bypass the entire line"

    • "In most exercises, Choice B usually wins"
    • "Economists: your time isn't that valuable, esp if you're salaried: 3m you save in line can't used productively"
    • "Rational people [as defined by economists] would choose A. But in actuality, none of us are rational; Humans aren't rational animals"
    • "Gamification says it's okay to design choices for irrational people for good experiences"
  • "We are irrational -- we make choices in split seconds, and our rational minds backfill and justify our decisions to ourselves"

    • "Gamification allows us to create systems that are aligned with our own internal intrinsic processes"
  • "Here's an idea for game: plot of land, till soil, plant seeds, wait plants to grow, sell it; does it sound like fun? No. It's like serfdom!"

    • "Farmville shows that mechanics are fun, not the theme;"
  • "although change appears to be difficult, many things chg very dramatically: Moore's law, CO2 count, .."

    • "These are examples of change that comes out of nowhere: exponential (collective) vs. linear (indiv)"
  • "Gamification foundation: desire to mastery: intermed steps: incentive, challenge, achievement, feedback"

    • "Can't learn German overnight: requires social feedback: which is core of almost any good game"
    • "Games are intrinsically wired to produce pleasure: through dopamine: the wonder drug"
    • "Merely the effort to learn a game [eg, juggling] causes pleasure and 15% increase in brain grey matter
    • "Games may increase 'fluid intelligence' [vs crystalline]: novelty, creativity, do things hard way, network"
  • "Game challenge tends to increase exponentially: [showing levels of Plants vs Zombies]"

    • "In my generation: all we had to do was jiggle joystick, press button; current gamers req 6 skills before 2yo"
    • "Alternate explanation of current ADHD: 'current world is too slow' [that's why people tweet: haha]"
  • "Gamification: is the process of using game thinking/mechanics to engage audiences/users"

    • "It's not just throwing badges up on your website: like FourSquare, etc.; if no desire, gamification won't work"
    • "Gamfication can ignite desire, like throwing gasoline on fire"
  • "Narrative for bandages or soup companies doesn't need games, shooting zombies"

  • "Designer Kevin Richardson rethought automated speed cameras: fine based on income: $250K speeding tkt poss."
    • "Portland is one of the rare places that examples gets applause." Haha.
    • "Richardson: all ppl driving past camera entered into sweepstakes for speeding fine winnings." (wow)
    • "20% reduction in speeding violations. Unprecedented reduction!"
    • "Imagine ramifications to US tax code; think about incentives [or lack of] for filing on-time"
  • "Showing Target POS system: scores based on how long sales transaction should take: immediate feedback to cashier"
    • "Turnover is down, speed is up, customer satisfaction is up. Gamification incr feeling of personal control"
  • "Rypple/DueProps: I've done my time in khaki-land/corporations: annual reviews suck. no immed feedback"
    • "Empowers ppl to give positive feedback to all employees, all the time; instant feedback, reduce cycle time"
    • "Companies like Facebook are using Rypple; StackOverflow is another gamified experience. Karma principle"
  • "Problem: Altruistic actions can be systemized; monetary reward is counterproductive; Ex: helping elderly after they fall"
    • "Maybe I can trip old people & get $5 for helping them; changes altruistic behavior"
    • "Notion: karma points given that don't turn into $$; just makes u feel good"
  • "Charlie Kim runs Nextjump; wants employees to work out/fitness; put gym in every office; 3-4% worked out"
    • "Put out cash reward, split $20K/yr; got 12% participation; next: team based play & leaderboard"
    • "Now 75% participation: team based & leaderboard; not even gyms have that high participation!"
  • Another example application of gamification: Google travel expense policy: "Google wants to cut travel expenses & reduce carbon footprint; policy in travel system; easy to game"

    • "Can upgrade future trip, donate to charity, or get 50% cash back at end; has saved millions $$..."
    • "Incentive; publish prices of city pairs & per diems; any $$ under per diem is banked"
    • "But more importantly, people talk endlessly about how to save travel costs; Amazing results"
  • "Other examples: hybrid vehicles: game in dashboard to motivate eff fuel usage; Fusion has Tomaguchi-like pet"

    • "Instead of stats, you have to take care of virtual pet; best is Nissan Leaf: compete vs friends"
    • "These car tools are $100MM investment; why? reinforce daily why you bought hybrid car!"
    • "Now, for 1st time, car dashboard is viral; even passengers are engaged; reinforces brand"
  • "Book: Decoded by Jay-Z; target not trad biggest book buyers; so gamified: 1st person to find 300 pgs won prize"
    • "Prize: 2 tickets for any Jay-Z event, for life. Amazing price: didn't cost Jay-Z anything. Valuable to fans"
    • "Took 30d for someone to win; winner hired ppl to find all the pages [unanticipated gaming of system]"
  • "Progression to Mastery: good example: WeightWatchers: badges, points; changes u in way only gamification can"
  • "Bartle's Player Types: Killers, Achievers, Explorers, Socializers" [axis: ppl, acting, env, interact]
    • "Achiever: like Tokyo Fish Market: $1B fish sold daily, the old way: person standing in market"
      • "Most ppl aren't achievers: 'my goal: take kids to school, not get fired, watch 2 1/2 Men."
      • "World isn't designed so that everyone can win: achievers like it: want authentic wins"
      • "John Houston: working w/hypercompetitive; will find ways to compete even w/o incentives"
    • "Explorers: the story of how they do something worth more than monetary value: like finding all keys in Mario Bros"
    • "Socializers: [showing scene from Valley Girls]: scene is not about shopping, but socializing"
      • "Socializers: [showing scene from Valley Girls]: scene is not about shopping, but socializing"
      • "Bridge, mahjong, poker: all context for amazing social interactions; players will talk all nt long"
    • "No product has failed in history that creates authentic social interactions; Socializers are majority of ppl"
    • "Historically, most games have been social; 1974-present is abherration: audience not young males"
    • "Killers: [showing clips of fave shows: Extreme Couponing & Storage Wars]
      • "[on Storage Wars]: Killers want to kick ppl's ass, want to have everyone see it; must put them on rails"
      • "Killer goals often diametric opposite of community; killers win, community loses"
  • "SAPS Principle: Status, access, power, stuff: in order of desire, and expense to community"
    • Status
      • "leveling up: even among anarchists, bike messengers; ppl derive status from how anti-establishment they r"
      • "3 or 4 domains of status: church, politics, industry; now myriads 100K status systems to climb"
      • "A guild leader in World of Warcraft as meaningful as deacon of somone's church: higher status = health"
      • "Higher status people are less stressed out, live longer, healthier"
    • Access
      • "like Jay-Z prize; Gilt Group flash sale site: top 0.1% shopper get Gilt Noir loyalty program"
      • "Gilt Noir gives you 15m earlier access: not free stuff; means you'll spend more $$; costs nothing to give"
    • "Power: editor in Wikipedia; guild in WoW; moderator in forum; power benefits are doing unpaid job"
      • "Wikipedia editor takes 20h/week; power to accept/decline articles is power"
    • "Stuff: don't people really want discounts & free stuff? not really; thot exp: free coffee or telepathic barrista"
  • Q: "what would gamification suggest on the 1% and 99% wealth distribution?" * A: "no game designer assumes world is self-regulating. Killers ensure it"

    • "Casinos assume they're under attack constantly; has emergency stop button to stop game, to allow investigation"
    • "In any complex system of value, game designers must control the system; Securities regulation has lots to learn"
  • Q: "Do any of these concepts apply in education?"

    • A: "Yes! Mr. Ananth Pai in Bear Lake, MN; did experiment where in 18 weeks, using team and gamfication, went from 3rd grade to 4th grade reading level. 'It's fun and social'"
    • Here's a link to Gabe's blog entry on this topic: there is a reference about a TEDx talk he did on on this, as well:
    • "Those games were both motivational; Lesson: must be fun first, and educational second"
    • "Parents/teachers; must not constrain experiences by what you think us; must put yourself in kids' shoes"
  • Q: "Tell me about Folded, where they used games to solve protein folding game"

    • A: "Folded was game built to solve HIV"
    • "Eluded researchers for 20 years; mass labor game: 3K ppl played at peak; ppl good at it, algorithms bad at it"
    • "It's a game designed to get work out of people: the CAPTCHA is designed to make ppl work for outcomes"

References (3)

References allow you to track sources for this article, as well as articles that were written in response to this article.
  • Response
    Response: stairlifts
    Talk Notes: Gamification: Gabe Zichermann: ISEPP Lecture Series - RealGeneKim Blog - Home page of RealGeneKim (Gene Kim): Tripwire founder and CTO, Visible Ops co-author, and more...
  • Response
    Response: INSTANT REWARDS
    Talk Notes: Gamification: Gabe Zichermann: ISEPP Lecture Series - RealGeneKim Blog - Home page of RealGeneKim (Gene Kim): Tripwire founder and CTO, Visible Ops co-author, and more...
  • Response
    Response: Seo Expert

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