The Science of Gamification

Michael Wu, PhD, principle scientist of analytics at Lithium Technologies, has compiled a slide deck on the Science of Gamification. The presentation is filled with interesting research into social CRM, enterprise software, and gamification. Michael addresses research from B.J. Fogg, operant conditioning, and the “moral hazard of gameplay”, among other topics.

Near the end (slide 31), Michael gives some examples of poorly designed games: Gap’s Facebook campaign for checking-in to get a free pair of jeans and a “golf-game” that assigns sales leads. A good example: the speed camera lottery.  Mark Wilson breaks down the deck on his blog, and for a more complete look into Dr. Wu’s research into gamification, be sure to check out his blog series on gamification at Lithosphere.