A detailed introduction to gamification - Brisbane Web Design Meetup
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Slides from the Sep 19 Brisbane Web Design Meetup presentation: A detailed introduction to gamification

Slides from the Sep 19 Brisbane Web Design Meetup presentation: A detailed introduction to gamification

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A detailed introduction to gamification - Brisbane Web Design Meetup Presentation Transcript

  • 1. http://www.flickr.com/people/8473570@N02 November 2012 September 2013 Gamification - defining, designing and using it Zachary Fitz-Walter - Mobile Innovation Lab http://www.flickr.com/people/8473570@N02
  • 2. http://www.flickr.com/people/8473570@N02 November 2012 September 2013 Gamification - defining, designing and using it Zachary Fitz-Walter - Mobile Innovation Lab http://www.flickr.com/people/8473570@N02
  • 3. Sep 19 - International Talk Like a Pirate Day
  • 4. Today’s missions >> 1. What is gamification? 2. Designing gamification 3. Gamifying websites
  • 5. http://www.flickr.com/photos/ramblingtraveler/3544734138/
  • 6. http://www.flickr.com/photos/walkingsf/5463240793/
  • 7. Odenplan, Stockholm, Sweden http://www.thefuntheory.com/piano-staircase
  • 8. The Fun Theory http://www.thefuntheory.com/piano-staircase
  • 9. Using play to motivate
  • 10. Gamification
  • 11. Gamification http://www.forbes.com/sites/danieltack/2013/01/02/world-of-warcraft-gearing-up-at-level-90
  • 12. 1. What is gamification?
  • 13. Gamification is a special word
  • 14. 2009 2010 2011 2012 2013 Web search interest in gamification trends.google.com
  • 15. TextTe xt
  • 16. “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
  • 17. http://www.gamification.co/wp-content/uploads/2012/12/Gartner-2012-Hype-Cycle.jpg
  • 18. And gamification became a buzzword
  • 19. http://www.bogost.com/blog/gamification_is_bullshit.shtml
  • 20. http://www.flickr.com/people/14516334@N00
  • 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
  • 22. http://www.redherring.com/internet/gamification-platform-badgeville-raises-25m/
  • 23. Mixed Messages?
  • 24. Gamification
  • 25. Games
  • 26. http://laportecreative.com/blog/wp-content/uploads/2012/09/nerdyrevenge.jpg The average gamer?
  • 27. Video games have become mainstream
  • 28. 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
  • 29. 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)
  • 30. Gender of Australian gamers 53% Male 47% Female Interactive Games & Entertainment Association, 2012 http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
  • 31. Video games have become big business
  • 32. The video game industry in Australia netted $1.161 billion in revenue last year Interactive Games & Entertainment Association, 2012 http://www.igea.net
  • 33. 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/ (More than double that of theatre takings for the same year)
  • 34. Video games have become mobile
  • 35. 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
  • 36. Video games have become social
  • 37. 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
  • 38. Games are incredibly engaging
  • 39. World of Warcraft
  • 40. Kill 3 boars
  • 41. Wait... this is just like work
  • 42. It was really fun work
  • 43. 12 million subscribers in 2010
  • 44. This doesn’t make sense
  • 45. http://upload.wikimedia.org/wikipedia/commons/8/8f/Eve_Online_-_market_browser_%28Trinity%29.jpg http://img.brothersoft.com/screenshots/softimage/e/egrid3_com_add-in_for_microsoft_excel-59184-1228807074.jpeg
  • 46. Most games boil down to solving a problem...
  • 47. • 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 Examples are from The Art of Game Design, Jesse Schell, 2008
  • 48. "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
  • 49. Hang on, if games are so engaging...
  • 50. ...could we use them to make other things engaging?
  • 51. Gamification
  • 52. Serious games
  • 53. http://www.whatisthe2gs.apple2.org.za/files/ReaderRabbit/ScreenGrab_1/reader_rabbit_shot.gif
  • 54. Why gamification? Why now?
  • 55. With our powers combined... http://www.flickr.com/photos/28122162@N04/4968733873/
  • 56. Billie Weiss, Original uploader Rschuman at en.wikipedia http://commons.wikimedia.org/wiki/File:Zombie_Chase.jpg
  • 57. http://emailga.me/
  • 58. Fitbit Runkeeper Zombies Run Chore Wars Foursquare The Email Game
  • 59. All before 10:00am
  • 60. Gamification
  • 61. Framing real activities and tasks like a video game, in order to make them more engaging and motivating Gamification
  • 62. Persuasive Design
  • 63. http://cdn.socialmediaexaminer.com/
  • 64. Gamification Examples
  • 65. Sustainability - Nissan My Leaf Sustainability Nissan CARWINGS
  • 66. Sustainability - Nissan My Leaf Sustainability Nissan CARWINGS
  • 67. Sustainability Bottle Bank Arcade
  • 68. Exercise Nike+
  • 69. Exercise Nike+
  • 70. Lifestyle Health Month
  • 71. Lifestyle Health Month
  • 72. Education Khan Academy
  • 73. Education Khan Academy
  • 74. Education Code School
  • 75. Support Stack Overflow
  • 76. Finance Mint
  • 77. Productivity Epic Win
  • 78. Social Influence Klout
  • 79. Gamification Leaderboarded
  • 80. Google Glass
  • 81. Eran May-raz and Daniel Lazo, 2012, https://vimeo.com/46304267
  • 82. Gamification
  • 83. But can it actual work?
  • 84. 2. Designing Gamification
  • 85. Let’s play a game...
  • 86. What do these have in common?
  • 87. Education Khan Academy
  • 88. What do these have in common?
  • 89. •Points •Badges •Leaderboards •Levels
  • 90. Gamification Blueprint
  • 91. •Points •Badges •Leaderboards •Levels
  • 92. •Points •Badges •Leaderboards •Levels = Rewards }
  • 93. Behaviour + Rewards = Fun!Behaviour + Rewards = Fun!
  • 94. progresswars.com
  • 95. So what’s missing?
  • 96. "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
  • 97. So how can we design for engaging experiences?
  • 98. Motivation
  • 99. Motivation Extrinsic Intrinsic
  • 100. Extrinsic Motivation http://2bgr8stock.deviantart.com/art/Money-Cash-113445826
  • 101. Behaviour + Rewards = Extrinsic Motivation
  • 102. Intrinsic Motivation Tim Pierce http://www.flickr.com/photos/48439369@N00
  • 103. Intrinsic Motivation http://www.flickr.com/photos/allisonjohnstonn/6332963681/
  • 104. •Points •Badges •Leaderboards •Levels
  • 105. So what makes a game motivating to play?
  • 106. • Autonomy - choice to play and choice over actions • Competence - ability to optimally challenge players • Relatedness - connection with others
  • 107. Autonomy
  • 108. Autonomy
  • 109. Autonomy
  • 110. Competence
  • 111. Flow Nooshin Beik http://commons.wikimedia.org/wiki/File:Rock_climber_Dennis_George.JPG Proposed by Csíkszentmihályi
  • 112. • 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
  • 113. • A clear goal • Clear progress • Clear and immediate feedback • Balance of challenge and skill Conditions for flow
  • 114. Based off a graph proposed by Csíkszentmihályi
  • 115. Relatedness
  • 116. These are important factors to consider when trying to design a game.
  • 117. These are important factors to consider when trying to design gamification.
  • 118. Gamification design framework
  • 119. Gamification Design Framework 1. Identify the activity and gamification goals 2. Design the gamification experience 3. Obtain feedback and iterate the design
  • 120. 1. Identify the activity http://www.flickr.com/photos/hoteldelapaixgeneve/5726470040/
  • 121. Do you really need gamification?
  • 122. • Have you got an engagement or motivation problem? • 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.
  • 123. Why is it boring? What’s missing?
  • 124. • Clear and interesting goals • Feedback • Interesting and playful mechanics • Challenge • Progression and Mastery • Aesthetics and Narrative
  • 125. Determine the goals
  • 126. Turn the goals into metrics
  • 127. Sensors
  • 128. People http://gamingtheclassroom.wordpress.com/syllabus/
  • 129. 2. Design the gamification
  • 130. Think of your users as players http://www.flickr.com/photos/allisonjohnstonn/6332963681/
  • 131. What do they like as players?
  • 132. http://bizfest.files.wordpress.com/2013/01/bartle.png
  • 133. Design like a game http://www.flickr.com/people/8473570@N02
  • 134. Balance with the function
  • 135. 3. Test and iterate http://www.flickr.com/people/8473570@N02
  • 136. Dangers of Gamification
  • 137. Distractions
  • 138. Games get boring
  • 139. Cheating http://commons.wikimedia.org/wiki/File:Cheating.JPG
  • 140. Cheating http://commons.wikimedia.org/wiki/File:Cheating.JPG
  • 141. Ethics and real life dangers http://www.flickr.com/photos/ellenm1/6050529448/
  • 142. Example - Learning to Drive
  • 143. Young drivers aged 17-24 years are at a risk of death and injury from road crashes due to their age and inexperience on the road.
  • 144. Driver experience is an important part of driver safety therefore it is important that Learner drivers undertake a wide-range of practice while learning to drive.
  • 145. As of 2007, QLD Learners are required to undertake 100 hours supervised learning practice
  • 146. 1. Identify the activity and gamification goals 1.1. Identify the goals and sub goals of the context that are lacking in engagement/ motivation 1.2. Translate these goals into metrics 1.3. Work out how to measure and enforce the metrics Gamification Design Framework
  • 147. • Encourage learners to spread the practice over the entire learning period • Practice beyond the mandated one hundred hours have been logged • Encourage learners to drive in a variety of difference circumstances Goals
  • 148. •Sensing available on the devices include: •Location, Distance Speed: GPS •Text: Number, Letters •Weather: Yahoo API •Need to work on, Skills: supervisor Sensing
  • 149. 2. Design the gamification experience 2.1. Understand the player 2.2. Aesthetics, Story, Technology, Mechanics Gamification Design Framework
  • 150. Design Challenges • Using a phone while driving is illegal • We don’t want to encourage dangerous driving habits, so competitive game elements need to be designed carefully • Cheating could be an issue if it encourages them to log false hours
  • 151. 3. Obtain feedback and iterate the design 3.1.Usability, playability, and field testing Gamification Design Framework
  • 152. 3. Gamifying websites
  • 153. Have you got an issue with engagement or motivation?
  • 154. Research • Talk to users, see what they like and don’t like about your website, or if they’re having issues at certain points • Surveys • Usability studies • Focus groups • Interviews
  • 155. Some general issues • Getting users to sign up • Purchasing a product • Providing information (e.g., user profiles) • Engaging with the website content • Engaging with other users • Finding specific information
  • 156. Adding gamification
  • 157. Adding gamification 1. Use a gamification platform or plugin 2. Develop your own gamification solution
  • 158. Gamification Platforms
  • 159. Gamification Platforms •There are a range of different gamification platforms available for websites: •Badgeville •Bunchball •BigDoor •Gamify •Gigya •CaptainUp
  • 160. Gamification Platforms
  • 161. Badgeville game mechanics • From the Badgeville website: • Contextual Rewards • Missions • Social Rewards • Advanced Point Systems • Levels • Context Leaderboards • Instant Notifications
  • 162. Badgeville Business Results • From the Badgeville website: • 50% increase in community loyalty • 4x customer advocates • 400% more customer reviews • 85% increase in training completion times • 70% increase in employee engagement • 5x increase in social sharing
  • 163. Platform benefits • Established service • Support • Relatively easy to set up • Proven results
  • 164. Downfalls • Expensive • CaptainUp (Free to $999/month) • One-size-fits-all • Gamification blueprint: • Levels • Badges • Leaderboards • Points
  • 165. Gamification Plugins
  • 166. Wordpress Plugin Achievements
  • 167. Joomla Extension AlphaUserPoints
  • 168. Joomla Extension Gamification Platform
  • 169. Platform benefits • Free • Easy to implement • Extensible
  • 170. Downfalls • Support • May not do what you need • One-size-fits-all • Gamification blueprint: • Levels • Badges • Leaderboards • Points
  • 171. Build your own
  • 172. Platform benefits • Tailored to your users and problems • Go beyond the gamification blueprint • Can be as small or large as you like • Nothing out there like it
  • 173. Downfalls • Can be expensive • Time • Money
  • 174. Wrapping it all up
  • 175. Wrapping it all up • Gamification is around to stay • More than just badges - design it like a good game •It’s easy, so start trying it!
  • 176. http://gamificationweekly.com
  • 177. http://www.meetup.com/ Brisbane-Gamification-Meetup/
  • 178. •Name: Zac Fitz-Walter •Class: PhD Candidate from QUT •Abilities: Research, Teaching, iPhone Development •Weaknesses: Cats and Mangoes Zac Fitz-Walter •Newsletter: http://gamificationweekly.com •Web: http://zefcan.com •Email: z.fitz-walter@qut.edu.au •Twitter: @zefcan