1. Autonomy—the feeling of control of your own destiny. How can you give your player choices or control within a system that works for you to achieve your business objectives?
2. Mastery—building competence and skill. How can you help your players feel smart, capable, or that they are getting better at something?
3. Purpose—connecting with something greater than yourself. Can you use a dynamic story line to give your players the sense that their involvement with your product or service is making them better, stronger, or more powerful?

Dangers in the Cold: 

• Don’t make the extrinsic metrics or rewards the main event
• Don’t alienate your players with a shallow, manipulative game; give them as much autonomy as you can
• Don’t focus only on the extrinsic, dig deeper and tap into their intrinsic motivations to keep them engaged with you  

Level 6:  Forbidden Land—What keeps them in the game?

How does the game reward your players and keep them in the game? Build with a variety of formal game elements or mechanics such as collecting gems or coins, points and leveling up, level challenges and leaderboards, collaboration, competition, chance, count-down clocks, second chances, cues, meaningful feedback… the possibilities are endless. This doesn’t mean that you should pile on as many of these formal game elements as possible. Think of going on a 6-week global expedition. You have to pack wisely, only taking those things you need to take. If it doesn’t fit… it can’t go—you may need to put it on a shelf for a future adventure. Your players will become engaged users when you help them hit the “sweet spot” of motivation, reward, pain aversion, opportunity, need fulfillment and social context through a variety of well-planned game mechanics.

Dangers in the Orient: 

• Don’t forget:  game mechanics are visible effects —NOT the experience itself
• Without a well-designed and interesting experience, mechanics add clutter and confusion.
• Dusting game mechanics on a process or product will NOT miraculously make that experience more exciting

Level 7:  Exotic Expedition – What’s it like to play?

What kind of experience does the player have as a result of playing the game? What’s your story or epic adventure? Stories are a powerful way to generate an emotional response and helps to keep your players engaged in the experience. What does it look like? Do the aesthetics of the game express your key message? Do they add value as far as the target audience is concerned? Technology – What are they playing on? The choice of platform and technology will have a huge impact on what kind of gamification program can be built. And last but NOT least, is it FUN? If not, why should anybody play it?

Dangers Downunder:

• Remember:  Gamification ≠ Technology – Although technology can greatly enhance your project – it is foremost about the players experience.
• Don’t focus on the ‘bells, whistles, and glitter – but DO make it aesthetically pleasing for your players.
• Don’t forget the FUN!

As with any new process, you’ll succeed when you’re willing to evaluate and adapt. You’ll examine both the game mechanics and the behaviors that are critical to motivate the behaviors that you need. Both will change as you learn about your players, and as they learn how to play your game. Remember, we want to make this fun for them, so that you will successfully achieve your business objectives.

Think through and answer:  How will gamification help you to achieve your business objectives?