Gamification; it’s a science, it’s an art…but is it sustainable



Interview with Michael Wu, PhD

 

Introduction by Tom Zbaren

The simple definition of gamification provided by Dr. Wu is, “the use of game attributes to drive game-like behavior in an un-game context.”  In this interview, Dr. Wu provides important insights into what gamification is, it’s value and the potential pitfalls”.

 

Most people working in the gamification space agree that name probably inherently sets up an acceptance barrier with CFOs and other management personnel in the budget approval process.  In addition, most Sales and Marketing senior managers tend to limit their investigation because the name simply does not properly communicate how it can improve their sales and marketing performance.

 

I’ll be writing more about how to ‘sell’ gamification as a valuable tool to create engagement, build loyalty, and motivate personnel.  I believe the primary issue is that gamification suffers from the same acceptance challenges as Social Media; it’s not marketed and sold in language that aligns the benefits with primary corporate objectives of revenue, cost savings, and improved organizational performance.

 

For now, please take a few minutes to learn from a true thought leader on behavior within online communities and social networks.

As principal scientist of analytics at Lithium Technologies, Michael Wu is one of the leading thinkers on behaviour within online communities and social networks, and has spent years exploring the dynamics of social interaction. MyCustomer.com caught up with Michael on the London leg of Lithium’s Likes to Loves world tour to discuss the opportunities and dangers of gamification.

MyC: What is the distinction between gamification, game mechanics and gaming dynamics?

MW: Gamification is what I’d define as the use of game attributes to drive game-like behaviour in an ungame context. What are these gaming attributes? Some of those are the game mechanics and game dynamics. These are the building blocks, the nitty gritty things, the appointment dynamics, the level-up dynamics, all those sorts of things are pieces of tools that you can use to drive certain actions or certain behaviour in your players. And so the difference between game mechanics and game dynamics is that game mechanics is usually a static point of view, and …

Click to link to full interview and video http://www.mycustomer.com/video/gamification-it-s-science-its-art-it-sustainable#