Gametize Academy

Gametize's 5D Framework & Scorecard

At Gametize, we’ve designed our very own 5D Framework & Scorecard as a guide to building and implementing a gamification strategy. We’ve devised this based on our experience and have found this foundational framework essential for seeking problem areas, building solutions, and catering to the needs of players. We hope you’ll find the 5D Framework as useful to you as it is to us!

Let's begin with this basic checklist...

(Though if you are already a Gametize 5D ninja, just skip this altogether and go straight to Gametize Scorecard below).

1. Define your Problem
2. Determine your goals
3. Decide target behaviours and emotions
4. Describe & profile your players
5. Design your mechanics and process

1. Define the problem

Let’s get real here: what’s bothering you that you think gamification can help with? Are you able to draw a fishbone diagram so you can figure out what are the root causes of the problem?

Examples of Problem Statements:

*Side note: Let’s call a spade a spade.  Don’t fall into the trap of “I don’t have a problem, I just want to make something better”. If you don’t have a problem, you are actually looking to solve nothing…you may as well put your money under your bed instead – you’ll instantly get a better ROI a year from now! Being realistic and honest is the first key step to creating a meaningful gamification campaign. You definitely aren’t doing this because it is fun or you want to make the world a better place.
Defining the problem is a critical step, and sets the tone for the entire design workflow. Don’t worry, you can always revisit and redefine it, so don’t let this intimidate you. At the same time, if the problem suffers from hygiene issues (e.g. poor retention of product knowledge because your product is designed for rocket scientists, or nobody is talking about your brand because your brand is really really bad, then maybe you should be looking to change your business!)

2. Determine your goals

Once we have identified our problems, we need to seek out end goals: goals create focus and maps out the path for your strategy. Let’s talk about quantities here. Don’t fuss too much on this, and determine some numbers here that would make you a very very happy person. Make sure they are achievable!

Examples of Goals:

3. Decide your target behaviors and emotions

Target behavior is more qualitative and defines the types of behavior we want to see players carry out. Take for instance, exercise: when we develop a positive attitude towards exercise, it can help kick start a rewarding regime, enabling better health. What are the behaviors that can help you solve the problem, conquer the root causes, and get to the goal above?

Examples of Target Behaviors:

Examples of Target Emotions:

4. Describe and profile your players

This is a sample set of questions that can be adjusted to fit your context. First step for profiling is to shout out a name, say “Tony” in this case – our tribute to Ironman 🙁
  • Why did Tony join the company? Why not other competitors? What sets this company apart?
  • What does Tony look forward in his daily tasks, and what motivates Toni in life generally?
  • What games does Tony play, on desktop or more the phone?
  • Why does Tony play these games? To compete, to socialize, to explore, or to earn a sense of accomplishment?
  • Which websites does Tony visit in his free time, and what content does he consume?
  • What apps does Tony use on a daily basis, and on a weekly basis?
  • Is there a reward Tony wants that “money can’t buy” in the company? e.g. lunch with CEO?
  • What rewards that “money can buy” would motivate Tony? e.g. Movie tickets? Coffee Vouchers? Books?
  • What may lead to Tony leaving the company? Lack of recognition? Lack of opportunities?
  • If Tony can design a game of his own, what would it be?
  • If Tony can meet anyone in the company, who will it be?
  • How often does Tony get to learn new things in his work? Does he enjoy learning? If yes, why? If not, why?
Repeat this for 2-3 profiles. Next up, establish the Player Type:

Killer

Defined by: A focus on winning, rank, and direct peer-to-peer competition

Engaged by:
Leaderboards, Ranks

Achievers

Defined by: A focus on attaining status and achievement present goals quickly and/or completely

Engaged by:
Achievements, Badges

Socializers

Defined by: A focus on socializing and a drive to develop a network of friends and contacts

Engaged by: Community, Interaction

Explorers

Defined by: A focus on exploring and a drive to discover the unknown

Engaged by:
Obscure Achievements, Compelling Story

This is a general profiling of your target audience. Describing your players enables you to create appropriate content for your game. Ask yourself: Who are these players? What are their player types and what motivates them?

(We’ve based this off Richard Bartle’s Taxonomy of Player Types, which you can read more about here.)

Examples of Profiles:

Want to learn your Player Type? Take our personality quiz!

If you’re absolutely burning with curiosity to find out which Player Type you are, take our quiz.

*Side note: Do not proceed if you haven’t tackled these questions. Otherwise, well done! Now that you have these pieces of information, let’s go on to design the Gametize experience, based on the following scorecard. You don’t have to hit a perfect score, but these are questions that you should keep in mind.

5. Design your gamification strategy

The final step involves creating an actionable plan to bring about a desired experience. Gamification is use as a tool to educate and advocate certain behaviour, which would be transformed into habits over time. We need to be clear on what we want to achieve, be laser focus and develop a zest for exploration. This sets the motivation needed to achieve.
Gamification is the adoption of game mechanics into non-game context, increasing motivation through rewards. However, for it to be truly effective, there has be strong intrinsic motivations. Gamification is an influence that promotes positive behaviour and direct attention to a cause in a good way. The 5Ds set the foundation; you create the life changing experience of your desire.
Decide what your gamification strategy will be based on:
  • Visual style
  • Narrative
  • Tone of voice
  • Interactive elements
  • Most importantly, remember that the 5D Framework is an iterative process; there’s no such thing as a perfect gamification strategy! So if you find, for example, that your initial player profile isn’t accurate – go ahead and change it

    Visual style & Narrative

    Looks are important (at least for your gamification campaign) – additionally, having a great narrative creates cohesion and helps with immersion for your players. Take a look at Gametize’s Style List that we’ve compiled for some inspiration.

    Gametize Scorecard

    The Gametize scorecard is designed to measure the success of your gamification strategy. Score each of the questions out of 10, with 10 being the best score.

    Step 1: Use the 5D Framework

    Step 2: Game Structure & Elements

    Start fleshing out the basics of your game.

    Step 3: Challenges

    Determine the format of your Challenges.

    Step 4: Feedback & Competition

    Think about the type of feedback you will offer to your Player.

    What can the 5D Framework & Scorecard be used for?

    The 5D Framework & Scorecard can be applied to a diverse set of use cases, from setting productivity goals to social relations. Here are some examples of what we’ve used the 5D Framework for:
    • Employee orientation & onboarding
    • Conferences and exhibitions
    • Talent acquisition (i.e. recruitment)
    And here are some examples of what we’ve seen our clients and workshop participants use the 5D Framework for:
    • Encouraging employees to recycle more
    • Encouraging employees to adopt healthier lifestyles
    • Quiz nights (ask us more about this!)
    If you want to learn more about how to successfully implement a gamification strategy in your organization, head on to cheatsheet.gametize.com where we have a bunch of resources for you such as demo games, case studies, and other useful stuff.

    Happy gamifying!

    This post was contributed by Keith Ng, Prapim Chutaprutikorn, and Max Ang.

    Max Ang was a Business Development Mentee at Gametize in 2014. He loves reading, especially on themes that deal with the modern society. A sporty person who enjoys runs in the morning and rock climbing on the weekends.