Gamify: How Gamification Motivates People to do Extraordinary Things by Brian Birke

In Gamify: How Gamification Motivates People to do Extraordinary Things, author Brian Birke explores how the brain's reward system works, and how the principles of gamification can be used to motivate people to do things they otherwise wouldn't do. Birke suggests that gamification, the use of game design elements in non-game environments, can reward people in ways other than traditional means of motivation such as pay, time off, or bonus points. Additionally, the book provides case studies from organizations that have successfully implemented gamification, and offers advice on how to learn from their successes to create your own effective gamification program.

In the book, Birke begins by discussing the science behind reward systems. He dives into the neuroscience of motivation, which consists of two interconnected pathways: a dopamine-mediated "wanting" system and an opioid-mediated "liking" system. He explains how the principles of gamification can be used to tap into these reward systems and vicariously reward players with social recognition and tangible rewards.

Birke then examines some of the ways companies such as Starbucks and Nike have implemented gamification in their customer loyalty programs. These examples of gamification include trackable performance feedback and tangible rewards that lead to increased user engagement, loyalty, and successful outcomes. He also shares examples of how banks like ING use gamification to increase customer retention and satisfaction.

Birke continues by providing insights into the gamification process. He explains how to analyze individual activities and design a leaderboard to provide real-time feedback and allow users to compare themselves to each other. He also offers tips on ensuring different reward options are available and suggests evaluating overall success by considering the user's response in the short-term and long-term.

One of the key points Birke emphasizes throughout the book is the importance of creating an engaging game environment. He suggests incorporating elements of fun and competition into the design of a game. He explains how to utilize storytelling, design puzzles, and add a sense of discovery in order to provide a unique experience to the player.

Finally, Birke rounds out the book with advice for mastering the art of gamification. He emphasizes the importance of understanding the player’s experience, creating an effective feedback system, and understanding the importance of using humor and reward in the process of motivating users.

In Gamify: How Gamification Motivates People to do Extraordinary Things, author Brian Birke provides an insightful view into the science of motivation and how gamification can be used to reward players in ways traditional means can’t. Using case studies, Birke describes the process of gamification and offers tips on incorporating elements of fun and competition into an engaging game environment. Additionally, he provides advice on mastering the art of gamification and explores how analytics can be used to track performance and adjust reward systems based on player feedback. Whether you are looking to motivate employees, customers, or anyone in between, Birke's book can provide you with the foundations for a successful gamification program.