GWC14: Andrzej Marczewski - "User types & player types in gamification"
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The document discusses different user and player types in gamification. It presents the Hexad gamification user types of Disruptor, Player, Change, Reward, Relatedness, and Autonomy. Each type is defined by its motivations such as mastery, relatedness, or rewards. It also shares the RAMP framework that categorizes intrinsic motivations. User types are matched to different game mechanics and elements that appeal to their motivations. Research found the most common types are Achiever, Socializer, and Free Spirit. The conclusion stresses accounting for individual differences among users.
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GWC14: Andrzej Marczewski - "User types & player types in gamification"
- 1. User Types & Player Types in Gamification Andrzej Marczewski @daverage Gamified.co.uk
- 2. Player Types
- 4. And people who look like this By Timothy Saccenti and Mr Toledano
- 5. Not the real world
- 6. And people who look like this
- 7. Gamification User Types Hexad Disruptor Player Change Reward
- 8. Gamification User Types Hexad Disruptor Player Change Reward Relatedness Autonomy Mastery Purpose RAMP Framework Intrinsic motivation framework
- 9. Gamification User Types Hexad Disruptor Player Change Reward
- 10. Change Innovation Platform Voting / Voice Development Tools Anonymity Light Touch Anarchy Reward Points / XP Physical Rewards / Prizes Leaderboards Badges / Achievements Virtual Economy Lottery / Game of Chance User Types in Use Disruptor Player Change Reward
- 11. Purpose Serious Fun Meaning Care-taking Access Collect & Trade Gifting / Sharing Sharing Knowledge Philanthropist Supporting User Types
- 12. Change Innovation Platform Voting / Voice Development Tools Anonymity Light Touch Anarchy Disruptor Supporting User Types
- 13. Autonomy Easy Fun Exploration Branching Choices Easter Eggs Unlockable Content Creativity Tools Customisation Free Spirit Supporting User Types
- 14. Mastery Hard Fun Challenges Certificates Learning / New Skills Quests Levels / Progression Boss Battles Achiever Supporting User Types
- 15. Reward Points / XP Physical Rewards / Prizes Leaderboards Badges / Achievements Virtual Economy Lottery / Game of Chance Player Supporting User Types
- 16. Relatedness People Fun Guilds / Teams Social Network Social Status Social Discovery Social pressure Competition Supporting User Types Socialiser
- 17. Spread of Types 46% 8% 18%
- 18. Spread of Types 8% 8% 12%
- 19. Achiever 46% Disruptor 8% FreeSpirit 12% Philanthropist 8% Player 8% Socialiser 18% Spread of Types Based on survey of over 800 people
- 20. Everyone is different! Plan for that if you want to succeed