Badges hier, Punkte sammeln da, die gesamte Onlinewelt wird "spielifiziert". Ist das mal wieder nur so eine billige Marketingmasche um User mit Psychotricks zu überlisten noch mehr Produkte zu kaufen die sie gar nicht haben wollen, oder bringt das Hype Thema auch Positives mit sich? Meine Session auf dem Barcamp Hamburg 2011 handelte von Sinn und Unsinn von Gamification

1. GAMIFICATION
SINN
ODER
UNSINN?
EINE KRITISCHE BETRACHTUNG
VON GAME DESIGN IM
NICHT-GAME-UMFELD
–
Philipp Gonzales-Scheller
(@philippgonzales)
barcamp Hamburg 2011, OTTO
11. November 2011

2. Lösung Funktion
6
3
Einsatz
Optionen
5 Meinungen 2
4
Definition
1

3. Definition
–
1.1
Was ist eigentlich
Gamification?
1

4. GA - MI - FI - CA - TION
„integrating game dynamics into
your site, service, community or
campaign to drive participation“
( )

5. „Gamification
is the use of
game design
elements
in
non-game
contexts“
WISSENSCHAFTLICHE DEFINITION

7. Definition
–
1.2
Und was ist es
nicht?
1

12. Einsatz
–
2.1
Wo wird das
bereits eingesetzt?
2

13. SPORT: Nike+

14. FOOD: foodzy

15. FINANCE: mint.com

16. EDUCATION: Tutpup

17. SHOPPING: shopkick

18. WORK: salesforce

19. GOVERNMENT: digitalkoot

20. BADGES LEADER- POINTS
BOARD
– – –
Belohnung, Tracking,
Status Competition, Feedback
Comparison
LBS: foursquare

21. LBS: SCVNGR

22. BANDITEN

23. MAL EIN PAAR
ZAHLEN ZU
GAMIFICATION
-

24. Spending#on#Social#Media#Marke;ng#and#Gamifica;on#
(in'billions)'
$10# Social'Media'Marke-ng'
$9# Gamifica-on'
$8#
$7#
$6#
$5#
$4# 31%'
$3# 23%'
$2# 10%' 16%'
$1# 3%' 5%' 6%'
$0#
2010# 2011# 2012# 2013# 2014# 2015# 2016#
Source:'M2'Research'

25. GARTNER HYPE CYCLE 2011

26. Funktion
–
3
Warum
funktioniert das?
3

27. ANBIETER

28. REWARDS

29. REWARDS

30. „When we are
repeatedly offered
extrinsic motivators,
we come to find the
task or behaviour for
which we are ALFIE
KOHN
rewarded less –
appealing in itself Punished
than we did before.“ by
Rewards

31. „Thereafter our
intrinsic motivation
having shrunk, we
are less likely to
engage in the activity
unless offered an
inducement for
doing so. ALFIE
KOHN
–
After a while, we Punished
appear to be by
Rewards
responsive to
rewards“

32. „Fun is just another
word for learning“ RAPH
KOSTER
–
A Theory of
fun for Game
Design

33. „Fun from games
arises out of
mastery. It arises out
of comprehension. It
is the act of solving
puzzles that makes RAPH
KOSTER
games fun. With –
games, learning is A Theory of
the drug.“ fun for Game
Design

34. „Fun is just another
word for learning,
through interesting RAPH
challenges“ KOSTER
–
A Theory of
fun for Game
Design

35. ZIELE...

36. + REGELN...

37. = INTERESSANTE HERAUSFORDERUNG

38. + FEEDBACK

39. = ERFAHRUNG VON MEISTERSCHAFT

40. KOMPETENZ
–
MEISTER-
SCHAFT
ERLANGEN
BEZOGEN-
AUTONOMIE HEIT
– –
GEGEN-
FREIWILLIG SEITIGE
AKTIV UNTERSTÜTZ
WERDEN UNG
INTRINSISCHE BEDÜRFNISSE

41. BEDÜRFNISSE VS GAME MECHANICS

42. BARTLE‘S PLAYER TYPES

43. P.E.N.S.
–
PLAYER
EXPERIENCE
OF
NEED
SATISFACTION

44. MIHALI CSIKSZENTMIHALY: FLOW

45. MEINUNGEN
–
4
Wer hat welche
Haltung zu
Gamification? 4

46. „Gamification is marketing
bullshit, invented by
consultants...
...The rhetorical power of the
word "gamification" is enormous,
and it does precisely what the
bullshitters want: it takes games
—a mysterious, magical, powerful
medium that has captured the
attention of millions of people...
...Indeed, the very point of IAN
gamification is to make the sale BOGOST
as easy as possible... –
...I've suggested the term
„Gamification
"exploitationware" as a more is Bullshit
accurate name for gamification's
true purpose“

47. „Do people not do
something because they
are not able to? - then
increase ease of use.
Do people not do it
because they have no free
time? - then work on that. SEBASTIAN
DETERDING
Only if motivation is the –
issue can gamification be a Forscher
[legitimate] way [of am Hans-
influencing behaviour]“ Bredow-
Institut

48. „Games are the only
force in the known
universe that can get
people to take
actions against their
self-interest, in a GABE
predictable way, ZICHERMAN
–
without using force“ Game
based
Marketing

49. OPTIONEN
–
5
Und was bedeutet
das jetzt für uns?
5

50. AGENTUREN
–
UNTER- ENTWICKLER
NEHMEN –
–

51. Regel
#1
KNOW WHO IS PLAYING
DESIGN FOR THEIR SOCIAL STYLE
AMY JO KIM: 7 CORE CONCEPTS

52. Regel
#2
BUILD A SYSTEM THAT IS
EASY TO LEARN
AND
HARD TO MASTER
AMY JO KIM: 7 CORE CONCEPTS

53. Regel
#3
BUILD
FUN
PLEASURE
SATISFACTION
INTO YOUR CORE ACTIVITIY LOOP
AMY JO KIM: 7 CORE CONCEPTS

54. Regel
#4
USE PROGRESS MECHANICS
TO „LIGHT THE WAY“ TOWARDS
LEARNING AND MASTERY
AMY JO KIM: 7 CORE CONCEPTS

55. Regel
#5
DESIGN FOR
ONBOARDING
HABIT-BUILDING
ELDER GAME
AMY JO KIM: 7 CORE CONCEPTS

56. Regel
#6
AS PLAYERS PROGRESS,
UNLOCK
GREATER CHALLENGES,
CUSTOMIZATION AND
PRIVILEGES
AMY JO KIM: 7 CORE CONCEPTS

57. Regel
#7
GIVE PLAYERS REAL POWER VIA
STATS
VOTING
EARNED ROLES
AND CROWD SOURCING
AMY JO KIM: 7 CORE CONCEPTS

58. LÖSUNG
–
6
Was ist jetzt die
Antwort?
6

60. DANKE!
–
@philippgonzales
philipp@philippgonzales .com
www.philippgonzales.com