Gamification: Will It Yield An Epic Win?

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Gamification talk for BBytes series from Infolab21

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Gamification: Will It Yield An Epic Win?

  1. 1. GAMIFICATION WILL IT YIELD AN EPIC WIN? Dr Paul CoultonWednesday, 8 June 2011
  2. 2. GAMIFICATION WILL IT YIELD AN EPIC WIN? Dr Paul CoultonWednesday, 8 June 2011
  3. 3. GAMIFICATION ?Wednesday, 8 June 2011
  4. 4. Use of game mechanics to encourage engagement in an activity that otherwise might be considered a chore or boring GAMIFICATION ?Wednesday, 8 June 2011
  5. 5. Use of game Encouraging certain mechanics to user behaviour encourage using Games as a engagement in an Lens activity that otherwise might be considered a chore or boring GAMIFICATION ?Wednesday, 8 June 2011
  6. 6. TWO TRIBES? Game Designers Vs Game Based MarketersWednesday, 8 June 2011
  7. 7. GAMFICATION CONTINUUMWednesday, 8 June 2011
  8. 8. GAMFICATION CONTINUUMWednesday, 8 June 2011
  9. 9. GAMFICATION CONTINUUMWednesday, 8 June 2011
  10. 10. GAMFICATION CONTINUUMWednesday, 8 June 2011
  11. 11. GAMFICATION CONTINUUMWednesday, 8 June 2011
  12. 12. GAMFICATION CONTINUUMWednesday, 8 June 2011
  13. 13. To play a game is to engage in activity directed towards bringing about a specific state of affairs, using only means permitted by rules, where the rules prohibit more efficient in favour of less efficient means, and where such rules are accepted just because they make possible such activity…playing a game is the voluntary attempt to overcome unnecessary obstacles.” WHAT ARE GAMES?Wednesday, 8 June 2011
  14. 14. WHATS IS A GAME MECHANIC? “Game mechanics are rule based systems / simulations that facilitate and encourage a user to explore and learn the properties of their possibility space through the use of feedback mechanisms”Wednesday, 8 June 2011
  15. 15. HIGH SATISFACTION PERFORMANCE PAYOFFS DELIGHTERS Not required but when added brings value NEUTRAL ZONE FULLY NOT (OR POORLY) IMPLEMENTED IMPLEMENTED BASIC NEEDS Only noticed if missing LOW SATISFACTION KANO MODELWednesday, 8 June 2011
  16. 16. HIGH SATISFACTION PERFORMANCE PAYOFFS DELIGHTERS Not required but when added brings value NEUTRAL ZONE FULLY NOT (OR POORLY) IMPLEMENTED IMPLEMENTED BASIC NEEDS Only noticed if missing LOW SATISFACTION KANO MODELWednesday, 8 June 2011
  17. 17. Acting Killers Acheivers Approximately 25% of players Killers Acheivers Players World Socialisers Explorers Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996)Wednesday, 8 June 2011
  18. 18. Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World Socialisers Explorers Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996)Wednesday, 8 June 2011
  19. 19. Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World Socialisers Explorers like to fully explore game world and its limits Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996)Wednesday, 8 June 2011
  20. 20. Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996)Wednesday, 8 June 2011
  21. 21. Acting Killers Acheivers Approximately 25% of players Like to impose main goals points themselves on others gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996)Wednesday, 8 June 2011
  22. 22. Acting Killers Acheivers Approximately 25% of players Like to impose main goals points themselves on others gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996)Wednesday, 8 June 2011
  23. 23. PossibiltyNaches Humour Purification Mark LeBlanc Gifting Surprise Expression Schadenfreude Discovery Masochism Thrill Sensation AnticipationFellowship Wonder Nuturing Challenge Fantasy DestructionFiero Narrative Jesse Schell MISSING MOTIVATIONSWednesday, 8 June 2011
  24. 24. HARD FUN EASY FUN Fiero Curiosity N O M I AS AT THERE ARE IN TE AG RY IM Uncertainty Obstacles Nicole Lazzaro ALL TYPES ity St tiv ra te a re gy C Detail OF FUN! Goals Emotion<Choice<Mechanic>Choice>Emotion Player Interaction Stimulation NPC Interaction e iz Pr al ac on Rhythm tic rs e Pe S IP SH VA N L O U TI ES LA RE SERIOUS PEOPLE FUN FUN Amusement RelaxationWednesday, 8 June 2011
  25. 25. Self Reward Status Achievements Competition Altruism Expression EPIC WIN WIN WIN Points WIN EPIC WIN WIN Levels WIN EPIC WIN WIN WIN Challenges WIN Virtual WIN WIN EPIC WIN WIN Goods Leader WIN WIN EPIC WIN Boards EPIC WIN WIN WIN Gifting WIN GAMIFIERS HANDBOOKWednesday, 8 June 2011
  26. 26. IS IT REALLY NEW?Wednesday, 8 June 2011
  27. 27. IS IT REALLY NEW?Wednesday, 8 June 2011
  28. 28. Amy Jo Kim Onboarding Newbies GAMIFICATION LOOPWednesday, 8 June 2011
  29. 29. Outcome of Conditioning Increase Reduce Behaviour Behaviour Positive Positive Response Cost Reinforcement Stimulus (add stimulus) (remove stimulus) Negative Negative Punishment Reinforcement Stimulus (remove stimulus) (add stimulus) OPERANT CONDITIONINGWednesday, 8 June 2011
  30. 30. REINFORCEMENT SCHEDULESWednesday, 8 June 2011
  31. 31. Fixed Interval User gets points every time they login REINFORCEMENT SCHEDULESWednesday, 8 June 2011
  32. 32. Variable Interval Fixed Interval User gets points every time they login 10-15 games REINFORCEMENT SCHEDULESWednesday, 8 June 2011
  33. 33. Variable Ratio Fixed Interval Fixed Interval User gets points every User gets trophy after winning 50 games time they login 10-15 games REINFORCEMENT SCHEDULESWednesday, 8 June 2011
  34. 34. ContinuousIntervalRatio Variable Fixed Fixed Ratio Fixed Interval User gets points every User gets trophy after time they games winning 50 games time they login 10-15 check-in REINFORCEMENT SCHEDULESWednesday, 8 June 2011
  35. 35. Variable Ratio ContinuousIntervalRatio Variable Fixed Fixed Ratio Fixed Interval On average every 3 User gets points every User gets trophy after games user gets some time they games winning 50 games time they login 10-15 check-in points REINFORCEMENT SCHEDULESWednesday, 8 June 2011
  36. 36. 20 15Time in Seconds 10 5 0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating!Wednesday, 8 June 2011
  37. 37. 20 InfoBucks Virtual Coffe Shop 15Time in Seconds 10 5 InfoBucks Virtual Coffe Shop 0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating!Wednesday, 8 June 2011
  38. 38. Ebbinghaus Illusion SIZE MATTERS!Wednesday, 8 June 2011
  39. 39. Ebbinghaus Illusion SIZE MATTERS!Wednesday, 8 June 2011
  40. 40. Ebbinghaus Illusion SIZE MATTERS!Wednesday, 8 June 2011
  41. 41. Heidegger ENFRAMING & TIME CRUSH Enframing in that they take a concept and formalise it with a particular apparatus and excerpt time crush.Wednesday, 8 June 2011
  42. 42. FLAVOURS OF GAMIFICATION Badgification: the boy scout rewardWednesday, 8 June 2011
  43. 43. MINDING THE GAPS Completing the missing elements of a set is strong motivator for many people and is the basis of what many of these systems try to exploitWednesday, 8 June 2011
  44. 44. FLAVOURS OF GAMIFICATION Pointsification: Accumulate points for repeated activity.Wednesday, 8 June 2011
  45. 45. BADGES AND POINTS ARE FEEDBACK Most implementations of badges and points reward repetition not achievementsWednesday, 8 June 2011
  46. 46. BADGES AND POINTS ARE FEEDBACK Most implementations of badges and points reward repetition not achievementsWednesday, 8 June 2011
  47. 47. Challenge ie ty A nx l ow F d om e B or Abilities Csikszentmihalyi New Player Design Mechanic Learns Grokked PROGRESSIVE GROKKING “Playing video games is fun because it provides experiences of competence, self-efficacy, mastery” - Ralph KosterWednesday, 8 June 2011
  48. 48. Long Term Short Term Intrinsic Extrinsic Autonomy Mastery Love Fun Meaning Power Group Identity > Points Badges Leader Boards Rewards Levels Punishments MOTIVATIONSWednesday, 8 June 2011
  49. 49. r ye Pla er lay gle iP Sin lt Mu Maslow’s Hierarchy of Needs CO-OP VS DEATH MATCHWednesday, 8 June 2011
  50. 50. ME o n la ti n Is o ti o r a b e L i i ty C o fo rm on C WE DEKOVEN’S CO-LIBERATIONWednesday, 8 June 2011
  51. 51. ALL GAMES AREN’T FUN “Asking me which Elf Bowling 1 or 2 is better is like me asking you if youd rather eat a spoonful of rat turds or hamster turds” IGN Review 2005Wednesday, 8 June 2011
  52. 52. “Games are not fun ALL GAMES because they‘re games, but when AREN’T FUN they are well- “Asking me which Elf Bowling 1 or 2 is better is like me asking you if designed”- Sebastian youd rather eat a spoonful of rat turds or hamster turds” IGN Deterding Review 2005Wednesday, 8 June 2011
  53. 53. WHERES THE FUN?Wednesday, 8 June 2011
  54. 54. Fun is a means not the end WHERES THE FUN?Wednesday, 8 June 2011
  55. 55. WHATS MY MOTIVATION? “Game elements arent the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” - Will WrightWednesday, 8 June 2011
  56. 56. WHATS MY MOTIVATION? “Game elements arent the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” - Will WrightWednesday, 8 June 2011
  57. 57. WHATS MY MOTIVATION? “Game elements arent the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” - Will WrightWednesday, 8 June 2011
  58. 58. GLITCHES IN THE MATRIX Games get gamed!Wednesday, 8 June 2011
  59. 59. RECOMMENDATIONS • Gamification does not necessarily mean you make a game • Ask yourself what do I want to achieve? then decide is gamification the answer. • Is there a skill to be learned? If not Gamification wont help • Try to ensure you provide intrinsic rather than extrinsic rewards. Make sure the game is meaningful to the players. • Make sure you understand your players before you create the game. Make it appropriate for the audience. • Don’t over emphasise operant conditioning your brand will often stick if the game is fun enough. • Discuss ideas with game designers as well as game based marketers if you really want to make a game. • Make sure you know what you’ll end up revealing.Wednesday, 8 June 2011
  60. 60. GAME OVER Congratulations you just unlocked @mysticmobiles gamification badgeWednesday, 8 June 2011

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