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For the Win: How Game Thinking Can Revolutionize Your Business

Book Description

Millions flock to their computers, consoles, mobile phones, tablets, and social networks each day to play World of Warcraft, Farmville, Scrabble, and countless other games, generating billions in sales each year. The careful and skillful construction of these games is built on decades of research into human motivation and psychology: A well-designed game goes right to the motivational heart of the human psyche.

In For the Win, authors Kevin Werbach and Dan Hunter argue persuasively that gamemakers need not be the only ones benefiting from game design. Werbach and Hunter are lawyers and World of Warcraft players who created the world’s first course on gamification at the Wharton School. In their book, they reveal how game thinking—addressing problems like a game designer—can motivate employees and customers and create engaging experiences that can transform your business.

For the Win reveals how a wide range of companies are successfully using game thinking. It also offers an explanation of when gamifying makes the most sense and a 6-step framework for using games for marketing, productivity enhancement, innovation, employee motivation, customer engagement, and more.

In this illuminating guide, Werbach and Hunter reveal how game thinking can yield winning solutions to real-world business problems. Let the games begin!

Table of Contents

  1. Contents
  2. Introduction: Why Can’t Business Be Fun?
    1. Why We Wrote This Book
    2. A Map of the Territory
    3. A Note on the Title
  3. Level 1: Getting into the Game: An Introduction to Gamification
    1. How Gamification Solves Business Problems
      1. Internal Gamification
      2. External Gamification
      3. Behavior-Change Gamification
    2. Gamifi-what?
      1. Game Elements
      2. Game-Design Techniques
      3. Non-Game Contexts
    3. Taking Games Seriously
      1. Engagement
      2. Experimentation
      3. Results
  4. Level 2: Game Thinking: Learning to Think Like a Game Designer
    1. Figure 2.1: The Fun Theory’s Piano Staircase
    2. What’s in a Game?
    3. Game Thinking
    4. Is Gamification Right for My Business Challenge?
      1. Motivation: Where Would You Derive Value from Encouraging Behavior?
      2. Meaningful Choices: Are Your Target Activities Sufficiently Interesting?
      3. Structure: Can the Desired Behaviors Be Modeled Through a Set of Algorithms?
      4. Potential Conflicts: Can the Game Avoid Conflicts with Existing Motivational Structures?
      5. Pulling It Together
  5. Level 3: Why Games Work: The Rules of Motivation
    1. What Makes People Tick
    2. The Rules of Motivation
    3. Lessons for Gamification
      1. Rewards Can Crowd Out Fun
      2. Boring Can Be Engaging
      3. Tune Your Feedback
      4. Work Across the Motivational Continuum
      5. Don’t Be Evil
  6. Level 4: The Gamification Toolkit: Game Elements
    1. Figure 4.1: Club Psych
    2. The PBL Triad
      1. Points
      2. Badges
        1. Figure 4.2: Fitbit Badges
      3. Leaderboards
      4. PBLs as a Starting Point
    3. Braving the Elements
      1. Dynamics
      2. Mechanics
      3. Components
      4. Integration
        1. Figure 4.3: The Game Element Hierarchy
    4. Muscles and Bones
  7. Level 5: Game Changer: Six Steps to Gamification
    1. 1. Define Your Business Objectives
      1. Figure 5.1: The Objective Definition Process
    2. 2. Delineate Your Target Behaviors
    3. 3. Describe Your Players
    4. 4. Devise Your Activity Cycles
      1. Figure 5.2: Activity Cycle
      2. Figure 5.3: Progression Stairs
    5. 5. Don’t Forget the Fun!
    6. 6. Deploy the Appropriate Tools for the Job
    7. Conclusions (and Beginnings)
  8. Level 6: Epic Fails: And How to Avoid Them
    1. Figure 6.1: Cow Clicker
    2. Pointsification
    3. Legal Issues
    4. Exploitationware
    5. Gaming the Game
  9. Endgame: In Conclusion
    1. Looking Back
    2. Looking Forward
  10. Acknowledgments
  11. Glossary
  12. Additional Resources
  13. About the Authors
  14. About Wharton Digital Press
  15. About The Wharton School
  16. © 2012 by Kevin Werbach and Dan Hunter
    1. About the Book