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11: Gamification

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Today we examined the controversial term "gamification". We also discussed how business use techniques to try motivate, inspire loyalty and engage users.

Today we examined the controversial term "gamification". We also discussed how business use techniques to try motivate, inspire loyalty and engage users.

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  • 1. COMP 113Social Media & Online Communities, Summer School 2012 11: Gamification
  • 2. This week (Week 6!!!) Tuesday (day 16): – Gamification Wednesday (day 17): – Your pitch Thursday (day 18): – End of everything / exam prep & goodbyes  Miscellany: – Blog assignment 3 marks out – Project: Submit report & page link (by Friday 12:00pm) – Make Chris & I admins on your page (for insights) – Group effort distribution (meet with Coordinator) 2
  • 3. Tomorrow is pitch day! Be at the lab by 9:50 for setup Be prepared Be courteous to the other students: – Listen – Clap – Be supportive What order will the groups present? Have fun! Any final questions? 3
  • 4. 4
  • 5. PART 1: Gamification 5
  • 6. Recall  “We want a growing and thriving community!”
  • 7. 7
  • 8. EngagementCompletionLoyaltyBehaviour
  • 9. One solution
  • 10. 12
  • 11. 13
  • 12. What is gamification? A neologism “... is the use of game design techniques and mechanics to solve problems and engage audiences” Apply game motivation techniques to non- gaming environments Inspire desirable activity from community Satisfaction through feedback cycle
  • 13. Typical approaches Points  Recognition Badges  Currency Levels  Exchange Leader boards  Challenges Progress bar  Casual games 16
  • 14. Criticisms of gamification Insulting to gamers, game developers & targets Based around psychological manipulation Omits deepest elements of games (skill, mastery, risk-taking) Lacks “the narrative quality of games” Creates appearance of skill development Attempts to cloak poor products/services Risks “short-term sugar rush” then crash
  • 15. Criticisms continued“ ... gamification is marketing bullshit, invented by consultants as a means to capture the wild, coveted beast that is videogames and to domesticate it for use in the grey, hopeless wasteland of big business, where bullshit already reigns anyway.” – Ian Bogost 18
  • 16. Examples 19
  • 17. Business gamification
  • 18. 31
  • 19. Gaming in the real world
  • 20. END OF PART 1
  • 21. PART 2: You 39
  • 22. Your job1. Find a social media service that employs gamification (not Foursquare or others already covered).2. Document what gamification approaches they use and to what end.3. Consider how you might improve their gamification approaches using your experience with games.4. Would you be more motivated to complete coursework if gamification approaches were used?
  • 23. Class discussion 41
  • 24. THE END 42

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