There Be Dragons: Ten Potential Pitfalls of Gamification
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There Be Dragons: Ten Potential Pitfalls of Gamification



My talk at the 2011 Digital Shoreditch Gamification Workshop, May 4, 2011, London, UK.

My talk at the 2011 Digital Shoreditch Gamification Workshop, May 4, 2011, London, UK.



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There Be Dragons: Ten Potential Pitfalls of Gamification There Be Dragons: Ten Potential Pitfalls of Gamification Presentation Transcript

  • There Be Dragonsten potential pitfallsof gamificationSebastian Deterding (@dingstweets)Digital Shoreditch, London, May 4, 2011cbn
  • (Grumpy monster talk)
  • With unexplored territories ...
  • … comes dangerous ground.
  • 7 3 10 8 9 4 6 2 5 1A (partial) map of troubles ahead
  • 1The Crap CrabAbuse is not a value proposition
  • 8 MillionFoursquare Accounts! But daily checkins/user dropped from 0,5 to 0,4 to 0,34 while growing from 2to 5 to 8 million accounts (foursquare’s own data, 2011).
  • Who knew?Foursquare has anengagement problem.
  • »What we have learned from our users is that anygame aspect has to be, at least for finance, moreoriented toward some specific thing that you areworking toward: I want to buy a house or a car, take avacation, get out of debt ... Otherwise you have asystem of points with no levels or no end game.« Aaron Patzer founder, (2010)
  • We give you points User Business value value You check inThe gamification battlefield** Courtesy Buster Benson, “The Game always Wins”
  • »The marketing dictum that “good marketingcannot compensate for a bad product” ispatently turned upside down in the Funwareworld. Game mechanics and thepsychological conditions they exploit arepowerful tools that marketers can use, andthey’re a lot cheaper … than cash in the longrun.« Gabe Zichermann game-based marketing (2009)
  • Points and badges for loyalty – you are so cheap! That one coupon and I’m gone!An abusive relationship
  • Stack Overflow
  • You get answers & build reputation, we grow our platform User Business value valueThe gamification honeymoon
  • Playing field  User Business value value OffStay in the playing field
  • What do users value?*• Getting things done, easier• Self-improvement• Community recognition and belonging• A sense of meaning and meaning• Instrumental value, cash• Fun and enjoyment• Competence and achievement * A completely off-the cuff, non-comprehensive, non-scientific etc. pp. list
  • Getting things done, easier
  • Self-improvement
  • Community recognition & belonging
  • »Would my non-geek friendbrag about this during dinnerwith colleagues?«(The community status litmus test)
  • Sense of meaning and contribution
  • »Imagine a world in whichevery single human being canfreely share in the sum of allknowledge. Thats ourcommitment.« Wikimedia Foundation slogan
  • Cash, instrumental value
  • Fun and entertainment
  • The Feedback BlowfishRewards are not achievements 2
  • Score: 964,000,000,000,000 (You rock!)Earn 1,000,000,000,000 points
  • »Fun is just another word for learning.« Raph Koster a theory of fun for game design (2005)
  • »Fun from games arises out of mastery.It arises out of comprehension. It is theact of solving puzzles that makes gamesfun. With games, learning is the drug.« Raph Koster a theory of fun for game design (2005)
  • Clear goals ...
  • plus constraining rules ...
  • equals interesting challenges.
  • Plus constant, clear feedback ...
  • equals experiences of achievement.
  • Feedback without achievement
  • The Maelstorm of Misplaced ChallengeGetting in the way of efficiency 3
  • Ticket To receive ticket, steer point through maze
  • Ticket Level 2 To receive ticket, steer point through maze
  • The core challenge of e-mail?• Maximum output?• Error-free, polite, actionable?• Prioritization?• Quick answers?• Checking less often?• Inbox Zero?
  • Prioritization
  • Procrastination
  • The Trapped Sea of StalenessNo fresh content and challenge 4
  • 2010: 85Max. level 2008: 80 2007: 70 2004: 60 YearWorld of Warcraft Expansions
  • FrontierVille Seasonal Content… vs. Quality and Variety
  • The Urobus of Unintended ConsequenceNeglecting side effects 5
  • Tumblarity… vs. Quality and Variety
  • Mayor Maker
  • The Social Signal Sea SerpentIgnoring Context Meanings 6
  • Autonomy Leech and Value VampireThe hidden costs of extrinsic rewards 7
  • … vs. Quality andthrough controlCurbing autonomy Variety
  • Devaluing the activity
  • The Ice Shelves of IgnoranceNot knowing your users 8
  • FarmVille
  • Fallout 3
  •, a cautionary tale
  • 9The Feature ShallowsNeglecting design process
  • Prototype & playtestVariety “why” … vs. Quality and for “how”,
  • Analytics for “where”, “how much”
  • The Panacea PythonLooking for a quick-fix, one-size-fits-allwonder potion 10
  • »At SCVNGR we like to jokethat with any seven gamedynamics you can get anyoneto do anything.« Seth Priebatsch welcome to the decade of games (2010)
  • When do people do stuff?* ability (Skills, habits) Usability motivation behaviour (intrinsic, extrinsic) Game design(and other things) opportunity Prompts, (Situation, environment) context* A comprehensive, well-researched, widely adopted etc. pp. model (namely the Motivation, Opportunity, Ability Model)
  • Four questions to leave with• Is motivation the issue?• Is there a core value that game elements can amplify?• Can this be gamed (does it involve a learnable challenge and autonomy)?• Is gaming the most cost-benefit efficient way of improving motivation here?
  • Thank You. @dingstweets