Werbach cpdp gamification 2013

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"Beyond Nudges: Gamification as Motivational Architecture," presentation to the 2013 Computers, Privacy, and Data Protection conference, Brussels, Belgium

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Werbach cpdp gamification 2013

  1. Gamification as Motivational Architecture Prof. Kevin Werbach Dept. of Legal Studies & Business Ethics Wharton School, Univ. of Pennsylvania werbach@wharton.upenn.edu Twitter: @kwerb
  2. Regulationhttp://commons.wikimedia.org/wiki/File:Boulton_and_Watt_centrifugal_governor-MJ.jp
  3. Nudges•  We are “predictably irrational” (Ariely), prone to mental “mistakes” (Kahnman & Tversky) –  E.g., loss aversion, anchoring, temporal biases•  Insight: leverage this knowledge to create “choice architectures” (Sunstein & Thaler) –  E.g., changing defaults, mandating disclosure –  Governments applying, especially U.S., U.K.
  4. My Grudge with Nudge•  Not the standard conservative critique! –  (the “Nanny State”)•  Choice limited to behaviorist conception –  What people do, not why they do it –  Deviations from “rationality” aren’t all “mistakes” –  Good data (“RECAP”) doesn’t always produce good results•  Architecture reduced to construction –  Real architecture is a design practice
  5. Missing Piece: Motivation•  How does the experience satisfy human needs?•  Why do people comply?•  Can we go beyond basic compliance?•  Behaviorism is right… until it isn’t –  Teresa Amabile’s research on creativity –  Deci & Ryan on motivation in the workplace, school, etc.
  6. Games as Motivational Design•  Good games are fun –  Challenges, contingency, competition, teamwork, etc. –  Voluntariness necessitates engagement techniques•  Games are designed artifacts –  Process: iterative, human-centered, goal-oriented –  Rich palette (e.g., points, levels, avatars, virtual goods) –  Developed practice (e.g. playtesting, narrative, balance) –  Focus on the player journey –  Recognition that users will game the system
  7. Beyond Nudgesvs. vs.
  8. Average speed in 3-dayStockholm test decreased from 32 to 25 kmph.http://www.youtube.com/watch?v=iynzHWwJXaA
  9. http://www.whitehouse.gov/blog/2011/11/23/games-grand-challenges
  10. Private SectorGamification Models
  11. Pointsification as Motivational Design Recyclebank
  12. Fortunately, it gets better
  13. Social Dynamics OPower
  14. Integrated Experiences Zamzee (Hope Labs)
  15. Rewards+Chance+Social CAPRI (Balaji Prabhakar)
  16. Data Protection Issues•  All interactions trackable•  Granular user data feeds analytics –  “We’re running several hundred tests at any given time for every one of our games.” – Mark Pincus, Zynga (2010)•  To whom do achievements belong?
  17. Reasons for Optimism•  Public sector doesn’t need to monetize –  Nascent industry of gamification vendors and adopters seeking guidance•  Player-centric design•  Gamified UX for privacy policies (Calo)
  18. Gamify the Privacy Policy?
  19. Thank you!

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