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There Be Dragons
ten potential pitfalls
of gamification
Sebastian Deterding (@dingstweets)
Digital Shoreditch, London, May 4, 2011

cbn
(Grumpy monster talk)
With unexplored territories ...
… comes dangerous ground.
7
                      3       10
         8


     9
              4
                                    6




     2



                  5

 1




A (partial) map of troubles ahead
1




The Crap Crab
Abuse is not a value proposition
There Be Dragons: Ten Potential Pitfalls of Gamification
8 Million
Foursquare Accounts!
  But daily checkins/user dropped from 0,5 to 0,4 to 0,34 while growing from 2
to 5 to 8 million accounts (foursquare’s own data, 2011).
Who knew?
Foursquare has an
engagement problem.
http://www.creative360.com/blog/2009/09/why-i-quit-playing-foursquare/
»What we have learned from our users is that any
game aspect has to be, at least for finance, more
oriented toward some specific thing that you are
working toward: I want to buy a house or a car, take a
vacation, get out of debt ... Otherwise you have a
system of points with no levels or no end game.«




        Aaron Patzer
        founder, mint.com (2010)
We give you points




                       User                        Business
                       value                        value


                                                                 You check in




The gamification battlefield*
* Courtesy Buster Benson, “The Game always Wins”
»The marketing dictum that “good marketing
cannot compensate for a bad product” is
patently turned upside down in the Funware
world. Game mechanics and the
psychological conditions they exploit are
powerful tools that marketers can use, and
they’re a lot cheaper … than cash in the long
run.«



       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               value




The gamification honeymoon
There Be Dragons: Ten Potential Pitfalls of Gamification
Playing field




                     
          User                    Business
          value                    value




                                             Off



Stay 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 friend
brag about this during dinner
with colleagues?«


(The community status litmus test)
Sense of meaning and contribution
»Imagine a world in which
every single human being can
freely share in the sum of all
knowledge. That's our
commitment.«


    Wikimedia Foundation
    slogan
Cash, instrumental value
Fun and entertainment
The Feedback Blowfish
Rewards are not achievements



  2
There Be Dragons: Ten Potential Pitfalls of Gamification
There Be Dragons: Ten Potential Pitfalls of Gamification
Score: 964,000,000,000,000
                                (You rock!)




Earn 1,000,000,000,000 points
There Be Dragons: Ten Potential Pitfalls of Gamification
»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 the
act of solving puzzles that makes games
fun. With games, learning is the drug.«




      Raph Koster
      a theory of fun for game design (2005)
There Be Dragons: Ten Potential Pitfalls of Gamification
There Be Dragons: Ten Potential Pitfalls of Gamification
Clear goals ...
plus constraining rules ...
equals interesting challenges.
Plus constant, clear feedback ...
                               http://www.flickr.com/photos/bodgerbrooks/1315419080
equals experiences of achievement.
Feedback without achievement
The Maelstorm of Misplaced Challenge
Getting in the way of efficiency



                                   3
There Be Dragons: Ten Potential Pitfalls of Gamification
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 Staleness
No fresh content and challenge




                                 4
2010: 85
Max. level




                                      2008: 80



                        2007: 70


             2004: 60
                               Year




World of Warcraft Expansions
FrontierVille Seasonal Content
… vs. Quality and Variety
The Urobus of Unintended Consequence
Neglecting side effects



  5
Tumblarity
… vs. Quality and Variety
There Be Dragons: Ten Potential Pitfalls of Gamification
Mayor Maker
The Social Signal Sea Serpent
Ignoring Context Meanings



                                6
There Be Dragons: Ten Potential Pitfalls of Gamification
There Be Dragons: Ten Potential Pitfalls of Gamification
Autonomy Leech and Value Vampire
The hidden costs of extrinsic rewards




                                        7
… vs. Quality andthrough control
Curbing autonomy Variety
There Be Dragons: Ten Potential Pitfalls of Gamification
Devaluing the activity
                         http://www.flickr.com/photos/courosa/4955407599/sizes/l/in/photostream/
http://www.flickr.com/photos/courosa/4955407599/sizes/l/in/photostream/
The Ice Shelves of Ignorance
Not knowing your users



  8
FarmVille
Fallout 3
Fanlib.com, a cautionary tale
9




The Feature Shallows
Neglecting design process
There Be Dragons: Ten Potential Pitfalls of Gamification
There Be Dragons: Ten Potential Pitfalls of Gamification
Prototype & playtestVariety “why”
 … vs. Quality and for “how”,
There Be Dragons: Ten Potential Pitfalls of Gamification
There Be Dragons: Ten Potential Pitfalls of Gamification
There Be Dragons: Ten Potential Pitfalls of Gamification
There Be Dragons: Ten Potential Pitfalls of Gamification
There Be Dragons: Ten Potential Pitfalls of Gamification
Analytics for “where”, “how much”
The Panacea Python
Looking for a quick-fix, one-size-fits-all
wonder potion



  10
There Be Dragons: Ten Potential Pitfalls of Gamification
»At SCVNGR we like to joke
that with any seven game
dynamics you can get anyone
to 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

 sebastian@codingconduct.cc

 codingconduct.cc

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