Mobile Gamification
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The bar is rapidly lifting when it comes to creating a compelling and engaging mobile app. Consumers have hundreds of thousands of native apps to choose from in the native app ecosystems, and ...

The bar is rapidly lifting when it comes to creating a compelling and engaging mobile app. Consumers have hundreds of thousands of native apps to choose from in the native app ecosystems, and attracting and sustaining user engagement is quite a challenge. Some app developers are adding game-like features to apps (gamification) and integrating with popular social media platforms in an attempt to encourage engagement. In this talk we will discuss gamification in general, and take a look at how it is being used in mobile apps. In particular, we will share some of the experiences we've had incorporating game and social features into apps that our lab has deployed.

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Mobile Gamification Presentation Transcript

  • 1. MOBILE GAMIFICATIONJonathan R. Engelsma, Ph.D.GVSU School of Computing
  • 2. TOPICS• About GVSU CIS / MASL• Motivation• Gamification and the Power of Play• Social Persuasion• Lessons from the Field
  • 3. PADNOS COLLEGE OFENGINEERING & COMPUTING• PCEC consists of:• School of Computing• School of Engineering• 1530 students total• Undergraduate andGraduate degree programs.
  • 4. CIS UNDERGRAD PROGRAMS• ABET Accredited• Undergraduate Programs:• Computer Science• Information Systems• 550 Students• ~ 40 CS graduates annually• ~ 40-50 IS graduates annually
  • 5. CIS GRADUATE PROGRAMS• Graduate Programs• Computer InformationSystems• Medical & Bio-Informatics• ~ 80 students total• ~30 MS graduates annually
  • 6. MOBILE APPS & SERVICES LAB• A multidisciplinary/collaborativeinitiative hosted by the GVSUSchool of Computing• Provides an environment thatfacilitates learning and discovery inthe area of mobile technology.• Emphasis on collaboration and“application research”.More Info: http://masl.cis.gvsu.edu
  • 7. MOTIVATION
  • 8. “THE DEVICE FORMALLY KNOWNASTHE CELL PHONE”
  • 9. THERE’S AN APP FORTHAT...Source: http://www.pureoxygenmobile.com/how-many-apps-in-each-app-store/
  • 10. THERE’S AN APP FORTHAT...Attracting and sustaining user engagement is becomingincreasingly difficult endeavor!Gamification is one technique being used to encouragesustained engagement.
  • 11. GAMIFICATION ANDTHEPOWER OF PLAY
  • 12. “ACCIDENTAL” POWER OF PLAY• Case in Point: Ian Bogost’s “Cow Clicker” Game• partly satire• partly a theory of today’s social games• partly an earnest example of a social gameSource: http://www.wired.com/magazine/2011/12/ff_cowclicker/all/1Buy more cowswith “mooney”
  • 13. GAMIFICATIONgamification:definition: the use of game thinking andgame mechanics in a non-game contextin order to engage users and solveproblems(It’s really just a buzzword created by clever marketers to getcorporate types to pay $$ to attend summits andconferences!)
  • 14. GAME MECHANICS: BADGES• Badging: an idea thatFourSquare lifted fromthe Boy Scouts.• Represent progress/accomplishment• often used in lieu ofleveling.
  • 15. LEVELS• Levels indicate progress.They inform the user(and his/her friends)know where they stand.• Usually not linear.• Used by airlines andcredit card issuers foryears!
  • 16. LEADERBOARDS• Used to help usersmake a quick visualcomparison andhopefully motivatethem to engage.• Earlier versions actuallydisincentivized users!
  • 17. POINTSTwitter users liketo increase theirnumber offollowers as it is anindicator of theirinfluence.
  • 18. POINTSFacebook like andcomment countersare examples ofpoint systems aswell, and they existto encourageengagement.
  • 19. POINTSSimple scalar valuebehind eBay usernames is a keymotivator - do lotsof transactions andmake sure they arepermanent!
  • 20. QUESTS / CHALLENGES• Provide specificdirections forsomething (hopefullyinteresting andawarding) that userscan do within the appexperience.
  • 21. SOCIAL PERSUASION
  • 22. SOCIAL PERSUASIONAn interesting “social phishing” experiment:Source: From:  Tom  Jaga+c  and  Nathan  Johnson  and  Markus  Jakobsson  and  Filippo  Menczer.  Social  Phishing.  CACM  October  2007.
  • 23. SOCIAL PERSUASIONThe results....Source: From:  Tom  Jaga+c  and  Nathan  Johnson  and  Markus  Jakobsson  and  Filippo  Menczer.  Social  Phishing.  CACM  October  2007.
  • 24. LESSONS FROMTHE FIELD
  • 25. MY “COW CLICK” EXPERIENCE• Where’s Blue - An addictive “dog catching” game...• Incentivizing the harvest of Bluetooth addresses in public placesReference: J. Engelsma, J. Ferrans, and M. Hans. EncounterEngine: Integrating Bluetooth User Proximity Data into Social Applications.Proceedingsof the 2008 IEEE International Conference on Wireless & Mobile Computing, Networking & Communication. October 2008.Avignon, France
  • 26. GVSU ART GALLERY APP NOTGETTING USEDVERY MUCH...!
  • 27. ART PLAY @ GVSU
  • 28. ART PLAY - SITUATED DISPLAY
  • 29. ART PLAY @ GVSU RESULTS
  • 30. ART PLAY @ GVSU RESULTS
  • 31. THINGS WE LEARNED• Game content cannibalized the non-game content.• tight integration of game features in non-game content iskey.• People will do just about anything for free stuff.• Situated displays had little quantitative impact, but did have aqualitative impact on how user’s played the game.
  • 32. SHOP SOCIAL• Shop Social is a “social”barcode scanning app.• Finds relevant video contentfor products that you scan.• Integrates with Facebook.• Incorporates simple gamemechanics to encourageengagement.
  • 33. ACTIVITY PERAUTHENTICATED USERAuthenticated users (10% of overall user population)produced 43% of all the activities!
  • 34. ENGAGEMENT BY PLATFORM
  • 35. WHAT WE LEARNED• Authenticated users are substantially more engaged than non-authenticated users.• Video content shares better than photos and other types ofstatic content.• Significant difference in engagement levels on iOS vs.Android.(That is diminishing now.)• Badges really do suck.
  • 36. PARABOLAX• A study on learner engagement inserious games.• Implemented a game that helpsmiddle school students learn aboutquadratic equations.• Collected data in middle schoolsaround the country.
  • 37. PARABOLAX
  • 38. RESULTS• Using ParabolaX helped me understand quadratic functionsbetter:76%24%Full VersionAgreeDisagree50%50%Basic VersionAgreeDisagreeχ2 (1, N = 66) = 4.373, p = 0.037
  • 39. RESULTS• Using ParabolaX helped me understand quadratic functionsbetter:χ2 (1, N = 66) = 5.067, p = 0.02483%17%Occassionally plays digitalgamesAgreeDisagree 57%43%Frequently plays digital gamesAgreeDisagree
  • 40. WHAT WE’VE LEARNEDTO-DATE• Results to date have not been too promising:• ParabolaX DID NOT improve students’ ability torecognize properties and concepts of quadratic functions.• ParabolaX DID NOT make the study of quadraticconcepts more engaging to students.• Kid’s that play a lot of video games have high expectations...
  • 41. POCKET PT• Investigation of the use ofaccessorized therapeuticgames to assist physicaltherapists who are treatingtraumatic brain injurypatients.• Joint collaboration involvingresearchers from GVSU,Mary Free Bed & HopeNetwork.Video: http://youtu.be/1lNnmoNZ7Mk
  • 42. CREDITS• Alejo Montoya• Alex Restrepo• Juan Mejia• Andres Solano• Tom Parker• Sam Serpoosh• Kevin Formsma• Greg Zavitz• John Golden• Char Beckmann• Andres Solano• Joseph RothMy colleagues / students who contributed to these apps:• John Farris• Cathy Harro• Nathan Kemler• Ferris Jumah
  • 43. THANKYOU!!• Email: Jonathan.Engelsma@gvsu.edu• Twitter: @batwingd• Web: http://themobilemontage.com• GVSU: http://masl.cis.gvsu.edu