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GAMIFICATION YOU’RE DOING IT WRONG!
PRESENTED BYMICHAEL WILSON............@STOPWILSON | WWW.STOPWILSON.COM
OVERVIEWBeyond badges and progress bars, award winninggame developer Michael Wilson lectures on thebasics of game design a...
WHO THE ______ ARE YOU?I am a seasoned technologist and entrepreneurwith experience in every aspect of the digitalentertai...
GAMES?
WHAT ISGAMIFICATION?............
GAMIFICATION THE USE OF GAME DESIGN  ELEMENTS IN NON-GAME       CONTEXTS.
FITNESS
EDUCATION
LIFE
MAGIC FORMULA? SOMETHING        POPULAR                                   BLISSFUL   NO ONE     +     GAME     =   PRODUCT...
GAME MECHANICS• Achievements            •   Infinite Gameplay• Behavioral Momentum     •   Levels• Bonuses                ...
GAMES AREADDICTIVE      Photo used under Creative Commons from Jeff Kubina
SO WHAT IS THE PROBLEM WITHGAMIFICATION?............
IT’S A SET OF FEATURES Progress Bars Achievements       Badges  Scoreboards                  GAMIFICATION  Socialization  ...
THAT DON’T EQUATE TO FUN Progress Bars Achievements       Badges  Scoreboards                  = FUN  Socialization   Comp...
SO HOW DO WEMANUFACTURE    FUN?
DESIGN ITTO BE FUN!
WARNING! UTILITY > FUN
FUN ISBY DESIGN............
WHAT IS A GAME?   Lacks          Has         Explicit                                                ConflictInteraction  ...
TOY      Photo used under Creative Commons from stevendepolo
A TOY ISDESIGNED FOR    PLAY
PLAY = INTERACTION
INHERENT “RULES” OF A TOY•   Interaction•   Physical/Environmental Rules•   Expectations•   Feedback (Light, Sound, etc.)•...
BEND THERULES OF A   TOY?
VISUAL FEEDBACK
SURPRISE,  DELIGHT,RANDOMNESS,POSSIBILITES   (BUT NO GOAL)
PUZZLE         Photo used under Creative Commons from fdecomite
A PUZZLE ISFUN AND HAS ARIGHT ANSWER   -- SCOTT KIM, PUZZLE MASTER (THE NEXT TETRIS)
IMPLICIT RULES OF A PUZZLE•   Puzzles are a form of play.•   Puzzles have a goal or objective.•   Puzzles are “tricky.”•  ...
EXPLICIT RULES OF A PUZZLE   A PUZZLE  HAS RULES
GAME OR PUZZLE?
A PUZZLE IS FUN AND HAS     (A LEAST ONE)       TRIGHT ANSWER
FOLD.IT
SURPRISE,  DELIGHT,RANDOMNESS,POSSIBILITES  (NOW WITH A PURPOSE)
GAME       Photo used under Creative Commons from Muffet
A GAME IS A PLAY ACTIVITY WITH  RULES THAT   INVOLVES   CONFLICT     -- INTERNATIONAL GAME DEVELOPERS ASSOCIATION
RULES OF A GAME•   Games are an activity.•   Games have rules.•   Games have conflict.•   Games have goals.•   Games invol...
RULES OF A GAME, MAYBE?•   Games have Players?•   Games have Winners and Losers?•   Games are purposely inefficient?•   Ga...
A GAMES ARE   STORY MACHINES.
STORYPhoto used under Creative Commons from DeusXFlorida
STORY        Photo used under Creative Commons from StuSeeger
THE PIECES OF OUR STORYMACHINE ARE   CALLED MECHANICS
GAME MECHANICS ARECONSTRUCTS OF RULESINTENDED TO PRODUCE AN ENJOYABLE GAME    OR GAMEPLAY
GAME MECHANICS• Achievements            •   Infinite Gameplay• Behavioral Momentum     •   Levels• Bonuses                ...
DIALING IN THEFUN!............
DESIGNING FUN   IS ABOUT  DESIGNING  BALANCE
BALANCE          Photo used under Creative Commons from cho45
WHAT TO BALANCE?     Risk vs. Reward     Luck vs. Skill  Random vs. PredictiveCompletion vs. Endlessness   …This vs. That…
THESE ARE THE  BIG THREE,BUT THERE AREMANY OTHERS
RISK  VS.REWARD
RISK
RISK VS. REWARD• Think of RISK and REWARD as a  mechanic to drive MEANING.      RISK = EFFORTEFFORT + REWARD =    MEANING
CHALLENGE & DIFFICULTYAccording to human nature, it isinevitable that a person will learn andgain more skill presented ach...
MORE CHALLENGE = MORE EFFORT =   MORE RISK
SO, GAMIFING ATASK WITH OUT  RISK* WILL INHERENTLYMAKE IT UN-FUN
*FIND A VERSION OF RISK• Risk of Loss  – Tangential loss  – Compounding loss  – Ultimatum loss• Risk of Effort• Other kind...
REWARDS ARE   EASY. TOO EASY?
THINK ABOUT YOUR REWARDS• Too Plentiful? (Points)• Not Valuable? (Coupons, Badges)• Not Legal? (Cash)• Meaningless?    REW...
REWARDS NEED  MEANING   FOR THE  AUDIENCE
MEANING. LIKE IT OR NOT.
LUCK VS.SKILL
LUCK                                 SKILL       Photos used under Creative Commons from dupo-x-y & Muffet
ALL GAMESHAVE SOME  LUCK
ALL GAMESHAVE SOME  SKILL
SOURCES OF LUCK• Random Number Generators (Dice, Coins,  etc.)• Simultaneous Choices (Rock, Paper,  Scissors)• Hidden Info...
LUCK LEVELSTHE PLAYFIELD
LUCK ISINCLUSIVE
SOURCES OF SKILL•   Physical (Exercise, Practice, etc.)•   Intelligence (IQ, Problem Solving, etc.)•   Familiarity (Experi...
SKILL TAKES  EFFORT
SKILL ADDS MEANING
MANIPULATING   LUCK
MANIPULATELUCK VIA SAP**SKILL ADVANTAGE PERCENTAGE
NBA JAM’S SAP = 5%*                      *JUSTAGUESS
WHEN SKILL  GETS ANADVANTAGE,DIAL UP THE   LUCK
SO, GAMIFING ATASK WITH OUT  LUCK WILL INHERENTLYMAKE IT UNFAIR
RANDOM    VS.PREDICTIVE
RANDOM         PREDICTIVE         Photos used under Creative Commons from dupo-x-y & Muffet
RANDOMNESS   ISN’T   LUCK
PREDICTIONS   ARE   ODDS
CHESS IS VERY RANDOM• The Shannon number, named after Claude  Shannon, is an estimated lower bound on  the game-tree compl...
Photos used under Creative Commons from Muffet
CHESS IS PREDICTIVE IN BOOK         IN BOOK IN BOOK   IN BOOK IN BOOK                     IN BOOK   IN BOOK IN BOOK IN BOO...
KNOWING THE   POSSIBLEOUTCOME MAKES  VARIATIONS MORE EXCITING
WHO WINS?     i
PREDICTIVEOUTCOMES  CREATEUNDERDOGS
PREDICTIVEOUTCOMES  CREATE RIVALRIES
WHO IS THEUNDERDOG?Photo used under Creative Commons from Mike_fleming
SO, GAMIFING A TASK WITH OUTPREDICTION WILL  INHERENTLYMAKE IT BORING
BRING ITTOGETHER............
ARE YOUCREATINGCONFLICT?
ARE YOUCREATINGMEANING?
ARE YOUCREATINGBALANCE?
Risk vs. Reward   Luck vs. SkillRandom vs. Predictive
Gamification: You're Doing it Wrong
Gamification: You're Doing it Wrong
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Gamification: You're Doing it Wrong

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Beyond badges and progress bars, award winning game developer Michael Wilson lectures on the basics of game design and structure while applying those principles to modern digital design.

This class caters to both designers and developers currently trying to incorporate gaming features into their company’s products.

This class is theory and methodology, not practice, but we may reference design and programming principles, so rudimentary experience in design or development will be useful. 

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Transcript of "Gamification: You're Doing it Wrong"

  1. 1. GAMIFICATION YOU’RE DOING IT WRONG!
  2. 2. PRESENTED BYMICHAEL WILSON............@STOPWILSON | WWW.STOPWILSON.COM
  3. 3. OVERVIEWBeyond badges and progress bars, award winninggame developer Michael Wilson lectures on thebasics of game design and structure whileapplying those principles to modern digital design.This class caters to both designers and developerscurrently trying to incorporate gaming features intotheir company’s products.This class is theory and methodology, not practice,but we may reference design and programmingprinciples, so rudimentary experience in design ordevelopment will be useful.
  4. 4. WHO THE ______ ARE YOU?I am a seasoned technologist and entrepreneurwith experience in every aspect of the digitalentertainment, software and advertising industries.With over 15 years of software developmentleadership in retail software and enterprise webdevelopment, my teams have deployed code formany fortune 500 companies including Procter &Gamble, IBM and Electronic Arts.Projects under my direct technical lead have wonmany awards including a Webby, selection as anIndependent Games Festival Finalist and thecoveted Cannes Gold Cyber Lion.
  5. 5. GAMES?
  6. 6. WHAT ISGAMIFICATION?............
  7. 7. GAMIFICATION THE USE OF GAME DESIGN ELEMENTS IN NON-GAME CONTEXTS.
  8. 8. FITNESS
  9. 9. EDUCATION
  10. 10. LIFE
  11. 11. MAGIC FORMULA? SOMETHING POPULAR BLISSFUL NO ONE + GAME = PRODUCTIVITYWANTS TO DO MECHANIC
  12. 12. GAME MECHANICS• Achievements • Infinite Gameplay• Behavioral Momentum • Levels• Bonuses • Loss Aversion• Cascading Information • Lottery• Combos • Ownership• Community • Points Collaboration • Progression• Countdown • Quests• Discovery • Reward Schedules• Epic Meaning • Status via http://gamification.org/wiki/Game_Mechanics
  13. 13. GAMES AREADDICTIVE Photo used under Creative Commons from Jeff Kubina
  14. 14. SO WHAT IS THE PROBLEM WITHGAMIFICATION?............
  15. 15. IT’S A SET OF FEATURES Progress Bars Achievements Badges Scoreboards GAMIFICATION Socialization Competition Challenges etc.
  16. 16. THAT DON’T EQUATE TO FUN Progress Bars Achievements Badges Scoreboards = FUN Socialization Competition Challenges etc.
  17. 17. SO HOW DO WEMANUFACTURE FUN?
  18. 18. DESIGN ITTO BE FUN!
  19. 19. WARNING! UTILITY > FUN
  20. 20. FUN ISBY DESIGN............
  21. 21. WHAT IS A GAME? Lacks Has Explicit ConflictInteraction Interaction RulesExperience Toy Puzzle Game Inherent Objectives Outcome Rules
  22. 22. TOY Photo used under Creative Commons from stevendepolo
  23. 23. A TOY ISDESIGNED FOR PLAY
  24. 24. PLAY = INTERACTION
  25. 25. INHERENT “RULES” OF A TOY• Interaction• Physical/Environmental Rules• Expectations• Feedback (Light, Sound, etc.)• Discovery• Manipulation• etc.
  26. 26. BEND THERULES OF A TOY?
  27. 27. VISUAL FEEDBACK
  28. 28. SURPRISE, DELIGHT,RANDOMNESS,POSSIBILITES (BUT NO GOAL)
  29. 29. PUZZLE Photo used under Creative Commons from fdecomite
  30. 30. A PUZZLE ISFUN AND HAS ARIGHT ANSWER -- SCOTT KIM, PUZZLE MASTER (THE NEXT TETRIS)
  31. 31. IMPLICIT RULES OF A PUZZLE• Puzzles are a form of play.• Puzzles have a goal or objective.• Puzzles are “tricky.”• Puzzles imply needed ingenuity. PUZZLE
  32. 32. EXPLICIT RULES OF A PUZZLE A PUZZLE HAS RULES
  33. 33. GAME OR PUZZLE?
  34. 34. A PUZZLE IS FUN AND HAS (A LEAST ONE) TRIGHT ANSWER
  35. 35. FOLD.IT
  36. 36. SURPRISE, DELIGHT,RANDOMNESS,POSSIBILITES (NOW WITH A PURPOSE)
  37. 37. GAME Photo used under Creative Commons from Muffet
  38. 38. A GAME IS A PLAY ACTIVITY WITH RULES THAT INVOLVES CONFLICT -- INTERNATIONAL GAME DEVELOPERS ASSOCIATION
  39. 39. RULES OF A GAME• Games are an activity.• Games have rules.• Games have conflict.• Games have goals.• Games involve decision making.• Games have an uncertain outcome. GAME Portions of text used under Creative Commons from Ian Schreiber
  40. 40. RULES OF A GAME, MAYBE?• Games have Players?• Games have Winners and Losers?• Games are purposely inefficient?• Games have outcomes?• Games involve systems?• Games are...? GAME
  41. 41. A GAMES ARE STORY MACHINES.
  42. 42. STORYPhoto used under Creative Commons from DeusXFlorida
  43. 43. STORY Photo used under Creative Commons from StuSeeger
  44. 44. THE PIECES OF OUR STORYMACHINE ARE CALLED MECHANICS
  45. 45. GAME MECHANICS ARECONSTRUCTS OF RULESINTENDED TO PRODUCE AN ENJOYABLE GAME OR GAMEPLAY
  46. 46. GAME MECHANICS• Achievements • Infinite Gameplay• Behavioral Momentum • Levels• Bonuses • Loss Aversion• Cascading Information • Lottery• Combos • Ownership• Community • Points Collaboration • Progression• Countdown • Quests• Discovery • Reward Schedules• Epic Meaning • Status via http://gamification.org/wiki/Game_Mechanics
  47. 47. DIALING IN THEFUN!............
  48. 48. DESIGNING FUN IS ABOUT DESIGNING BALANCE
  49. 49. BALANCE Photo used under Creative Commons from cho45
  50. 50. WHAT TO BALANCE? Risk vs. Reward Luck vs. Skill Random vs. PredictiveCompletion vs. Endlessness …This vs. That…
  51. 51. THESE ARE THE BIG THREE,BUT THERE AREMANY OTHERS
  52. 52. RISK VS.REWARD
  53. 53. RISK
  54. 54. RISK VS. REWARD• Think of RISK and REWARD as a mechanic to drive MEANING. RISK = EFFORTEFFORT + REWARD = MEANING
  55. 55. CHALLENGE & DIFFICULTYAccording to human nature, it isinevitable that a person will learn andgain more skill presented achallenge and a chance to grow—therefore a game must increase indifficulty as the player progresses inorder to continue to be challenging
  56. 56. MORE CHALLENGE = MORE EFFORT = MORE RISK
  57. 57. SO, GAMIFING ATASK WITH OUT RISK* WILL INHERENTLYMAKE IT UN-FUN
  58. 58. *FIND A VERSION OF RISK• Risk of Loss – Tangential loss – Compounding loss – Ultimatum loss• Risk of Effort• Other kinds of Risk?
  59. 59. REWARDS ARE EASY. TOO EASY?
  60. 60. THINK ABOUT YOUR REWARDS• Too Plentiful? (Points)• Not Valuable? (Coupons, Badges)• Not Legal? (Cash)• Meaningless? REWARD
  61. 61. REWARDS NEED MEANING FOR THE AUDIENCE
  62. 62. MEANING. LIKE IT OR NOT.
  63. 63. LUCK VS.SKILL
  64. 64. LUCK SKILL Photos used under Creative Commons from dupo-x-y & Muffet
  65. 65. ALL GAMESHAVE SOME LUCK
  66. 66. ALL GAMESHAVE SOME SKILL
  67. 67. SOURCES OF LUCK• Random Number Generators (Dice, Coins, etc.)• Simultaneous Choices (Rock, Paper, Scissors)• Hidden Information (Cards, Stock Market)• Environment (Weather, imperfections, etc.)
  68. 68. LUCK LEVELSTHE PLAYFIELD
  69. 69. LUCK ISINCLUSIVE
  70. 70. SOURCES OF SKILL• Physical (Exercise, Practice, etc.)• Intelligence (IQ, Problem Solving, etc.)• Familiarity (Experience, Practice, etc.)• Endurance (Willpower, etc,)
  71. 71. SKILL TAKES EFFORT
  72. 72. SKILL ADDS MEANING
  73. 73. MANIPULATING LUCK
  74. 74. MANIPULATELUCK VIA SAP**SKILL ADVANTAGE PERCENTAGE
  75. 75. NBA JAM’S SAP = 5%* *JUSTAGUESS
  76. 76. WHEN SKILL GETS ANADVANTAGE,DIAL UP THE LUCK
  77. 77. SO, GAMIFING ATASK WITH OUT LUCK WILL INHERENTLYMAKE IT UNFAIR
  78. 78. RANDOM VS.PREDICTIVE
  79. 79. RANDOM PREDICTIVE Photos used under Creative Commons from dupo-x-y & Muffet
  80. 80. RANDOMNESS ISN’T LUCK
  81. 81. PREDICTIONS ARE ODDS
  82. 82. CHESS IS VERY RANDOM• The Shannon number, named after Claude Shannon, is an estimated lower bound on the game-tree complexity of chess• Shanon’s number is estimated at 10,000,000,000,000,000,000,000,000,000,00 0,000,000,000,000,000,000 (1046.7) games• More than the estimated number of atoms in the Universe via http://en.wikipedia.org/wiki/Shannon_number
  83. 83. Photos used under Creative Commons from Muffet
  84. 84. CHESS IS PREDICTIVE IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK IN BOOK NOVELTY
  85. 85. KNOWING THE POSSIBLEOUTCOME MAKES VARIATIONS MORE EXCITING
  86. 86. WHO WINS? i
  87. 87. PREDICTIVEOUTCOMES CREATEUNDERDOGS
  88. 88. PREDICTIVEOUTCOMES CREATE RIVALRIES
  89. 89. WHO IS THEUNDERDOG?Photo used under Creative Commons from Mike_fleming
  90. 90. SO, GAMIFING A TASK WITH OUTPREDICTION WILL INHERENTLYMAKE IT BORING
  91. 91. BRING ITTOGETHER............
  92. 92. ARE YOUCREATINGCONFLICT?
  93. 93. ARE YOUCREATINGMEANING?
  94. 94. ARE YOUCREATINGBALANCE?
  95. 95. Risk vs. Reward Luck vs. SkillRandom vs. Predictive
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