Gamifiers is a quarterly London meet up, for people who use, or want to use, gamification in their team, organisation, product or service.
As mentioned previously I attended the Gamifiers meet up on 5th February.
Co-organiser Toby Beresford explained the morning's agenda and started the event by describing, and debating his own ideas about game rule maturity and the growth of tournaments and leagues. Andrzej Marczewski continued the introductory part mentioning the International Gamification Confederation (GamFed) and also some information from Gartner that "80% of gamified applications will fail". I challenged this by suggesting that "100% of Gartner reports state that 80% of something will fail/not succeed/are worse/etc".
An Coppens described her Master's work on using gamification in the recruitment process. She described how there is high staff churn in on-air planner roles for TV advertising. It is a high pressure role, generally with a lack of internal promotional route and in an industry that means there is often a poor candidate fit (i.e. the role attracts the wrong people), combined with being in a heavily regulated sector. An identified the types of skills and etiquette required to stay in the job for the 18 months needed to become proficient, and created a game to screen candidates that is fun to play, but includes real job-related metrics. The idea was subsequently implemented partially by one TV broadcaster, but the concept could be applied in other sectors.
Then Ed Cervantes-Watson described how Cancer Research developed Dryathalon to increase the charity's engagement with males, and to provide another fundraising channel. The website had an extremely high conversion rate to participants, but they discovered that the volunteers who were directly recruited and were given personalised motivation emails and badges, generated 40% more income than those that had signed up via other routes that did not provide these. Ed went on to present a new game called Genes in Space, which uses game player's eyes to help identify mutations in genome data that are then investigated in more detail by the charity's scientists. Gamers plot courses through obstacles without knowing they are actually reviewing genome data.
Peter Laughton gave an insight into current game design trends, which I have summarised below:
- Move from landscape to portrait orientation
- From (back from) thumb to index finger
- Multiple currency support
- Rise of downloadable content, to get people involved in your universe
- Make the game for less money, $1million instead of $10million dollars
- Interaction distance from 3m back to 30cm, playing on a tablet typically
- Multiplayer rules more important
- Fail fast, develop 10% first, if it works build rest
After a refreshment break, I presented the application security card game OWASP Cornucopia telling the story of how the idea emerged, how it was created, and events that transpired, including support from Blackfoot. I also described how it has been promoted through social media and at other events. We then had a game of cards using an example web administrative area as the subject of our attacks.
The comments and ideas while playing the games were tremendously helpful. The participants were neither software developers nor information security folk, so it was interesting to hear the views of people who are much more experienced gamifiers. I will write up the feedback and publish it on the public Cornucopia mailing list.
Thank you to IBM Southbank for providing the venue and refreshments.