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How to move the crowd using gamification? - Bizplay Conference 2017

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Augmented-Reality Games like Pokémon Go, Ingress or Clandestine Anomaly engage millions of people to go outside and to carry out specific activities. Inspired by these approaches, we asked ourselves how this potential of games could be used to solve real problems - such as the search for parking spaces.
This presentation provides an introduction to gamified location-based crowdsourcing, examines key motivation mechanisms of such approaches, and shows how we have developed an app that motivates people to create an interactive map with parking information.

The presentation was given at Bizplay 2017 in Karlsruhe.

Published in: Automotive
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How to move the crowd using gamification? - Bizplay Conference 2017

  1. 1. HOW TO MOVE THE CROWD USING GAMIFICATION? BENEDIKT MORSCHHEUSER BIZPLAY, KARLSRUHE 09/28/2017
  2. 2. Benedikt Morschheuser Gamification Researcher Robert Bosch GmbH Corporate Research Human Machine Interaction / Human Factors Karlsruhe Institute of Technology Information Systems and Service Design Prof. Alexander Mädche Tampere University of Technology Gamification Research Group Prof. Juho Hamari
  3. 3. How to gamify? A method for designing gamification (2017) How games induce cooperation? A study on the relationship between game features and we-intentions in an augmented reality game (2017) Designing cooperative gamification: Conceptualization and prototypical implementation (2017) Cooperation or competition - when do people contribute more? A field experiment on gamification of crowdsourcing (in review) Increasing intranet usage through gamification - Insights from an experiment in the banking industry (2015) Interaction and reflection with Quantified Self and gamification: An experimental study (2014) Gamified crowdsourcing: Conceptualization, literature review, and future agenda (2017)
  4. 4. Community-based Parking
  5. 5. [ ? ] 5€
  6. 6. https://www.flickr.com/photos/ludilex/27958598503/ (CC BY 2.0) Luis Hernández
  7. 7. https://www.flickr.com/photos/148525563@N02/30503663936/ (CC BY 2.0) Paintimpact Downloaded over 500 million times worldwide (Sep. 2016) 8.7 billion kilometers walked (July 2016 - Dec. 2016) = 200,000 x around the earth or the distance from earth to Pluto 5 million active users per day 28.5 million at the peak
  8. 8. Morschheuser et al. 2016, 2017 - Gamified Crowdsourcing: Conceptualization, Literature Review, and Future Agenda https://www.flickr.com/photos/robertotaddeo/6965272049/ (CC By 2.0) Roberto Taddeo Perhaps gamified crowdsourcing can be used to create a map of on-street parking!
  9. 9. 28% 26%13% 9% 6% 2% 4% 5% 4% 3% points / score leaderboards / rankings badges / achievements levels progress missions rewards feedback storytelling virtual territories Cooperative 19% Individualistic 10% Not clear 8% Competition 63% Literature review of 110 scientific studies „ Gamified crowdsourcing seems to work in the majority of configurations „ Positive effects on motivation of crowdsourcees, participation and output quality gamification 75% gamification + financial rewards 25% Morschheuser et al. 2016, 2017 - Gamified Crowdsourcing: Conceptualization, Literature Review, and Future Agenda Gamified crowdsourcing systems
  10. 10. Gamified crowdsourcing systems Gamified crowdsourcing approach for real-time traffic information Avatars, points, levels and leaderboards Avatar costume shows the reputation User can see other users on the map
  11. 11. [ I D E A L I S M ] [ U T I L I T Y ][ C R O W D S O U R C I N G ] [ G A M E P L A Y ] 5€
  12. 12. • Development of a gamification crowdsourcing app (iOS / Android) • Team of seven students from University of Mannheim and the Karlsruhe Institute of Technology • Agile, scrum-based project • Ionic, AngularJS, Apache Cordova • Python, Geoserver.org, PostgreSQL ParKing Morschheuser et al. 2017 - How to gamify? A method for designing gamification
  13. 13. ParKing
  14. 14. Cooperative Competition Intergroup-Competition ParKing
  15. 15. 3-month field experiment across Germany; 372 people reported 6970 parking conditions Morschheuser et al. (in review) – Cooperation or Competition – When do people contribute more? A field experiment on gamification of crowdsourcing ParKing
  16. 16. „ Developing a multiplayer, location-based, augmented, gamified crowdsourcing app is complex „ Intrinsic motivation and crowdsourcing participation is highest in inter-team competitions „ Implement cooperative instead of competitive approaches to increase word-of-mouth „ Participation follows the 1-9-90 rule; Carefully consider these different target groups „ People love to customize avatars and to loot „ Create mechanisms that reward quality „ Be aware of the novelty effect and altruism „ Involve users and test ideas frequently „ Have a vision and clear goals ParKing

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