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Driving Engagement with Game Mechanics and Behavioral Economics
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Thursday November 12, 2009 01:15 PM
Rajat Paharia, Bunchball
How can you address and leverage the fundamental human needs and desires of status, achievement, reward, competition, and self-expression through the use of mechanics from game design and behavioral economics?
Participants in this session will learn how companies like Comcast, NBC, Hearst, LiveOps and Meredith are using these mechanics to increase customer engagement, content creation and consumption, time-on-site, visit frequency, loyalty, brand affinity, and revenue. Discover how you can apply these same principles to drive participation and performance in e-Learning.
In this session, you will learn:- What game designers have known for years – how to incent and motivate consumers through the use of game mechanics
- How ”virtual” rewards are incredibly powerful (and cheap!)
- How to channel these mechanics to drive online learning
- Whether to optimize for reward frequency or magnitude, and which reward frequencies deliver the best results
- About behavioral economics: the biases and shortcuts that human beings have in their decision-making processes
- Concepts like loss aversion, the decoy effect, anchoring, commitment and consistency, scarcity, reciprocity, and more
- How these mechanics work across demographics and geographies: men, women, kids, adults, U.S., and overseas.
Audience:
Novice, intermediate, and advanced designers and developers who are interested in adding something new – “game thinking” – to what they already know.
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