By Alessandro Mazzega, Communication Manager, Alittleb.it and DarkWave Games

The process of gamification involves the integration of typical game components into websites, online communities, content portals, or in general, other non-gaming contexts.

There are two different concepts to be considered during the gamification process: game-mechanics and game-dynamics.

• Game mechanics are the tools needed to create the gamification infrastructure that lies under any game.
• Game dynamics represent the human needs and desires that are inherently in every one of us and can be satisfied through game-mechanics.

Game-mechanics have evolved over the years, advancing with the recent innovations in the game design discipline. The core of this discipline, however, is composed of 5 very simple concepts that work together to assure to the user/player a compelling experience, boosting interest, driving participation and engagement.

The basic game-mechanics are points, levels, challenges, virtual goods, and leaderboards.

Every game-mechanic is tightly tied to and fulfills a different game-dynamic, but also influences others in a minor way. The game-dynamics involved in gamification are reward, status, achievement, self expression, and competition.

Let's take a look at every game mechanic, associated with its main dynamic:

• Points/Credits – Reward: The act of collecting points is very powerful motivator. Even if there's no real value associated with them, people will keep collecting points that can also be split into various categories to drive different actions or behaviors. Points can be exchanged for rewards that induce the feeling that time and energy have been well spent, conferring the sense of having earned something. Points and credits are also the intermediate step that enables challenges, leaderboards, and the obtaining of virtual goods.
• Levels – Status: Levels represent a segmentation of the user base and reflect many real world contexts; social and work environments are often based on different hierarchical classes (or levels). A levels system provides achievable milestones that can be shared and highlighted by the user to reflect status. The level structure can be based on points that everyone gains to level up, granting access to new content and possibilities.
• Challenges – Achievement: Challenges are the "missions" that users can accomplish in a game. Challenges provide a purpose for participation, motivating the user/player to reach rewards under the form of trophies and achievements. The real essence of achievements, however, is the possibility of showing them to other users, with a structure that encourages competition.
• Virtual Goods – Self-expression: A gaming economy built upon the possibility of earning points can't last long without something the player can buy, gain, or sometimes consume. The presence of virtual goods augments the interest of the players, who can buy or earn a choice of objects, from clothing to weapons to skills, allowing them to create a unique identity in a social environment. In that way, for example, players can express themselves by decorating their avatars and showing them to friends and colleagues. Virtual goods can also be a good way to generate revenue, allowing the purchase of special items in exchange for real currency.
• Leaderboards – Competition: The basic implementation of a leaderboard provides a way to classify and order the performance of players. A focused leaderboard can ignite the spirit of competition hidden in everybody, driving their interest and raising the time a user spends in a game. The system can include multiple leaderboards, tracking different aspects of the game so everyone can compare their capabilities with others. Competition is related to the aspiration to be the best in the circle of friends and colleagues.

How is your organization using gaming elements to drive participation or fundraising?

Alessandro Mazzega is an information technology engineer who worked in the development of enterprise portals before his great passion for videogames pushed him to change fields, becoming a gaming journalist and a communication manager for a game oriented company.

This article was originally published, in slightly different form, at: http://www.alittleb.it/gamification/gamify-your-business-game-mechanics-and-game-dynamics/