Gamification - Defining, Designing and Using it
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The document explores the concept of gamification, defining it as the application of game elements to engage users in non-game contexts, and discusses its growing importance since its rise in popularity around 2011. It emphasizes the need for effective design in gamification to overcome common pitfalls and improve user engagement and motivation by incorporating principles such as clear goals, feedback, and challenge. Additionally, the document addresses potential risks associated with gamification, including user boredom and cheating, and encourages careful design to create meaningful experiences.
Gamification - Defining, Designing and Using it
- 1. Gamification - defining, designing and using it Zachary Fitz-Walter Mobile Innovation Lab, QUT http://www.flickr.com/people/8473570@N02 http://zefcan.com
- 2. Today’s missions >> 1. What is gamification? 2. Designing gamification
- 3. http://www.flickr.com/photos/ramblingtraveler/3544734138/ Let’s say you caught the train this morning to work...
- 4. http://www.flickr.com/photos/walkingsf/5463240793/ ...and you know you should take the stairs, but the escalator is just so much easier.
- 5. How can we encourage people to take the stairs and get a little more exercise?
- 6. Odenplan, Stockholm, Sweden http://www.thefuntheory.com/piano-staircase Here’s an interesting idea...
- 7. Piano Stairs http://www.thefuntheory.com/piano-staircase Turn them into a piano?
- 8. Using play to motivate http://www.thefuntheory.com/piano-staircase
- 10. Gamification http://www.forbes.com/sites/danieltack/2013/01/02/world-of-warcraft-gearing-up-at-level-90 ...but it draws more specifically on video games rather than just play.
- 11. 1. What is gamification?
- 12. Gamification is a special word
- 13. It hasn’t been around for very long...
- 14. 2009 2010 2011 2012 2013 Web search interest in gamification trends.google.com
- 15. Foursquare really took off in 2011...
- 16. Text ...and was well known for the game elements it added
- 17. “By 2015, More than 50 percent of organizations that manage innovation processes will gamify those processes” Gartner Press Release - 2011 http://www.gartner.com/it/page.jsp?id=1629214 Gartner released this statement in 2011
- 18. Gamification became a buzzword
- 19. http://www.bogost.com/blog/gamification_is_bullshit.shtml And it’s made a bit of a name for itself both good... and not so good.
- 20. http://www.flickr.com/people/14516334@N00 It’s become a bit of a cure all for engagement problems...
- 21. “80 Percent of Current Gamified Applications Will Fail to Meet Business Objectives Primarily Due to Poor Design” Gartner Press Release - 2012 http://www.gartner.com/newsroom/id/2251015 And then Gartner released this statement...
- 22. http://www.redherring.com/internet/gamification-platform-badgeville-raises-25m/ Yet still there is a lot of money in it...
- 23. Mixed Messages?
- 25. Games ...we have to go back to it’s roots.
- 26. http://laportecreative.com/blog/wp-content/uploads/2012/09/nerdyrevenge.jpg The average gamer? Is a young, nerdy male who plays video games (often violent) all by themselves right?
- 27. Not really...
- 28. Video games have become mainstream
- 29. 92% of Australians live in a household with at least one device used for playing games Interactive Games & Entertainment Association, 2012 http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
- 30. The average age of a gamer is 32 Interactive Games & Entertainment Association, 2012 http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf (And 43% of people aged 51 or older are also gamers)
- 31. Gender of Australian gamers 53% Male 47% Female Interactive Games & Entertainment Association, 2012 http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
- 32. Video games have become big business
- 33. The video game industry in Australia netted $1.161 billion in revenue last year Interactive Games & Entertainment Association, 2012 http://www.igea.net
- 34. In the US consumers spent $24.75 billion on video games, hardware and accessories in 2011. Entertainment Software Association, 2011 - http://www.theesa.com/facts/index.asp The Numbers, 2011 - http://www.the-numbers.com/market/
- 35. Video games have become mobile
- 36. Mobile phones are used to play games in 43% of game households, tablet computers in 13% Interactive Games & Entertainment Association, 2012 http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
- 37. Video games have become social
- 38. 1 in 5 gamers play social network games 1 in 10 play massively multiplayer games Interactive Games & Entertainment Association, 2012 http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
- 39. Games are incredibly engaging
- 40. World of Warcraft One of the most engaging games out there is this one.
- 41. You create a character...
- 42. ...and then embark on quests and adventures in the world with other players.
- 43. You get quests.
- 44. Kill 3 boars Like this one.
- 45. You go off and complete them.
- 46. And then get a reward.
- 47. Wait... this is just like work After playing for 8 hours straight it hit me...
- 48. But it was really fun work
- 49. 12 million subscribers in 2010 Others think it’s fun as well, even many years after it was released.
- 50. So what is a game?
- 51. Most games boil down to solving a problem...
- 52. • Find a way to kill 3 boars • Find a way to get more points than the other team • Find a way to get to the finish line before the other players • Find a way to complete this level • Find a way to destroy the other player before they destroy you Last four examples are from The Art of Game Design, Jesse Schell, 2008
- 53. It’s how this activity is presented that plays an important part in creating a fun experience
- 54. "Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. In other words, with games, learning is the drug” - Raph Koster A Theory of Fun, 2005
- 55. Hang on, if games are so engaging...
- 56. ...could we use them to make other things engaging?
- 57. Gamification Now we’re seeing where this concept of gamification comes from...
- 58. Serious games ...but wait, the concept of serious games has been around long before gamification.
- 61. Where in the World is Carmen Sandiego http://www.abandonia.com/games/13
- 62. Why gamification? Why now?
- 63. First, video games have become really popular...
- 64. ...and second there has been a change in technology like no other. In particular mobile devices, constant connection and sensors.
- 65. With our powers combined... The world is our playground
- 66. Gamification
- 67. Framing real life activities like a video game, in order to make these activities more engaging Gamification
- 68. Sustainability - Nissan My Leaf Sustainability Nissan CARWINGS
- 69. Sustainability - Nissan My Leaf Sustainability Nissan CARWINGS
- 70. Exercise Nike+
- 71. Exercise Nike+
- 76. Finance Mint
- 77. Finance Mint
- 79. Google Glass If technology continues to evolve... http://pctechmag.com/wp-content/uploads/2013/02/google-glasses.jpeg
- 80. Eran May-raz and Daniel Lazo, 2012, https://vimeo.com/46304267
- 81. But can it actually work?
- 85. Became popular with Foursquare
- 88. Behaviour + Rewards = Fun!
- 89. Behaviour + Rewards = Fun!Behaviour + Rewards = Fun!
- 90. progresswars.com Otherwise this would be the best game out there...
- 92. "Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. In other words, with games, learning is the drug” - Raph Koster A Theory of Fun, 2005
- 93. Where’s the puzzle? Where’s the challenge?
- 94. So how can we design engaging gamification experiences?
- 95. Motivation There are two types...
- 96. Extrinsic Motivation http://2bgr8stock.deviantart.com/art/Money-Cash-113445826 Motivation for an external reward
- 97. Behaviour + Rewards = Extrinsic Motivation
- 98. Intrinsic Motivation Tim Pierce http://www.flickr.com/photos/48439369@N00 When an activity is performed for the internal satisfaction of under the activity itself
- 99. Intrinsic Motivation http://www.flickr.com/photos/allisonjohnstonn/6332963681/ The act of playing a game is generally considered an intrinsically satisfying activity
- 100. So what makes a game motivating to play?
- 101. • Autonomy - choice to play and choice over actions • Competence - ability to optimally challenge players • Relatedness - connection with others (Ryan, Rigby, and Przybylski, 2006) http://link.springer.com/article/10.1007/s11031-006-9051-8
- 103. • Intense and focused concentration • Merging of action and awareness • A loss of reflective self-consciousness • A sense control or agency over the activity • A distortion of time • Experience of the activity as being intrinsically rewarding Nakamura, J., & Csikszentmihalyi, M. (2009). Flow theory and research. In C. R. Snyder & S. J. Lopez (Eds.), Handbook of positive psychology (pp. 195-206). Oxford: Oxford University Press. Factors of a flow experience
- 104. • A clear goal • Clear progress • Clear and immediate feedback • Balance of challenge and skill Conditions for flow
- 105. Based off a graph proposed by Csíkszentmihályi
- 106. These are important factors to consider when trying to design a game.
- 107. These are important factors to consider when trying to design gamification.
- 109. Start with an activity http://www.flickr.com/photos/hoteldelapaixgeneve/5726470040/
- 110. Ask, do you really need gamification?
- 111. • Have you got an engagement or motivation problem, or is it something else? E.g., Usability • Ask yourself is this a problem that can’t be improved in any other way? • If motivation is lacking... looking towards game elements and theory might be worthwhile.
- 112. Ask why is this activity boring? What’s missing?
- 113. • Clear and interesting goals? • Feedback? • Interesting and playful mechanics? • Challenge? • Progression and Mastery?
- 114. Determine the goals The goals of the activity you’re trying to encourage (e.g., getting fit)
- 115. Derive goal metrics Work out how you can measure these goals
- 119. Design like a game http://www.flickr.com/people/8473570@N02
- 120. Think of the player http://www.flickr.com/photos/allisonjohnstonn/6332963681/ What are their demographics? What do they like playing?
- 124. Games get boring What happens after your user gets bored of the gamification? Will they keep using it?
- 125. Cheating http://commons.wikimedia.org/wiki/File:Cheating.JPG People cheat, it’s a challenge. How will cheating affect your underlying activity?
- 127. Real life dangers http://www.flickr.com/photos/ellenm1/6050529448/ In games you get many lives... however in real life you only get one. Gamify carefully.
- 128. A good example...
- 130. • Clear and interesting goals • Feedback • Interesting and playful mechanics • Challenge • Progression and Mastery • Aesthetics and Narrative •Handles potential dangers Billie Weiss, Original uploader Rschuman at en.wikipedia http://commons.wikimedia.org/wiki/File:Zombie_Chase.jpg
- 131. Wrapping it all up
- 132. Gamification is more than just badges
- 133. Design it like a good game
- 134. It’s easy, so start trying it!
- 135. •Name: Zac Fitz-Walter •Class: PhD Candidate from QUT •Abilities: Research, Teaching, iPhone Development •Weaknesses: Cats and Mangoes <Replay?> Zac Fitz-Walter •Email: [email protected] •www: http://zefcan.com •Newsletter: http://gamificationweekly.com •Twitter: @zefcan