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9,5 Theses on the Power and Efficacy of Gamification
Video: http://goo.gl/oKMFm // Are points and badges mere indulgences for the faithful looking for redemption in loyalty programs? In nine (and a half) theses, this talk will walk you through the history, definition, and issues of “gamification,” and point out what is worth salvaging for designers and researchers.
Video: http://goo.gl/oKMFm // Are points and badges mere indulgences for the faithful looking for redemption in loyalty programs? In nine (and a half) theses, this talk will walk you through the history, definition, and issues of “gamification,” and point out what is worth salvaging for designers and researchers.
9,5 Theses on the Power and Efficacy of Gamification
9.5 Theses on the power
and efficacy of gamification Sebastian Deterding (@dingstweets) Hans Bredow Institute for Media Research, Hamburg University October 2012 cb
»One purpose of this book
is to explore ways in which even routine activities can be transformed into personally meaningful games that provide optimal experiences.« Mihaly Csikszentmihalyi flow (1990: 51)
Precursors and parallels Serious Digital
Alternate Reality/ Ludification Games Serious Games Pervasive Games of culture (1960+) (2001+) (2001+) (2006+) Precursors Repurposings UX Playfulness (1980+) (2001+) (2002+) (2005+) Hedonic attributes Ludic design Persuasive Tech (2002+) (2006+)
Paidia Ludus play game improvisation
skill, effort exploration strategizing tumultuous ordered immoderate rule-bound Roger Caillois man, play, and games (1958)
»Gamification is an inadvertent con.
It tricks people into believing that there’s a simple way to imbue their thing ... with the psychological, emotional and social power of a great game.« Margaret Robertson can’t play, won’t play (2009)
»Fun from games arises out
of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. With games, learning is the drug.« Raph Koster a theory of fun for game design (2005)
»An understanding of human motivation
requires a consideration of innate psychological needs for competence, autonomy, and relatedness.« Edward Deci, Richard Ryan the what and why of goal pursuit (2000)
Con(fusion) #2 The fun in
playing games chiefly arises from intrinsic enjoyment, not extrinsic incentives.
si on fu 3 Con
# http://www.flickr.com/photos/apartmentlife/6559123353/
»Mowing the lawn or waiting
in a dentist’s office can become enjoyable provided one restructures the activity by providing goals, rules, and the other elements of enjoyment to be reviewed below.« Mihaly Csikszentmihalyi flow (1990: 51)
»Even though we are involved
in a game, we are not always playing … Even though we are playing, we are not always involved in a game ... Playing a game is a special condition of both play and games.« Bernie de Koven the well-played game (1978/2002: 7)
»I need to be very
routinized; I mustn’t let myself drift.« »I hammer it through.« »Often, you have to force yourself to do it.« »You’re under real pressure.« »It’s extremely exhausting.« »It wears you out.« »My friends usually cannot comprehend how stressful this is.«
e nt Elem #1 »First
and foremost, all play is a voluntary activity.« Johan Huizinga homo ludens (1938/1950: 7)
»The key element of an
optimal experience is that it is an end in itself.« Mihaly Csikszentmihalyi flow (1990: 67)
»An understanding of human motivation
requires a consideration of innate psychological needs for competence, autonomy, and relatedness.« Edward Deci, Richard Ryan the what and why of goal pursuits (2000)
e nt Elem # 3
Attunement http://www.flickr.com/photos/wondermonkey2k/6188527275
»When mother and child have
fun together, … they are establishing ... the convention that they take precedence over the fun. When the child cries, the mother stops having fun.« Bernie de Koven the well-played game (1978: 18)
»It is the nature of
a fun community to care more about the players than about the game. ... We are having fun. We are caring. We are safe with each other. This is what we want.« Bernie de Koven the well-played game (1978: 19-20)
e nt em 4 El
# Shared focus & attitude of exploring ... http://www.flickr.com/photos/docentjoyce/3138887652
e nt Elem#5 I won‘t
let you fall. I‘ll know and say when it‘s too much. Trust http://www.flickr.com/photos/lucianvenutian/439410200
»An understanding of human motivation
requires a consideration of innate psychological needs for competence, autonomy, and relatedness.« Edward Deci, Richard Ryan the what and why of goal pursuits (2000)
er ng 1 da #
Rewarded or mandatory games ... http://albanyny.bitsbytesbots.com/after-school-enrichment
»It is through a community
of people who care more about fun than winning that the Well-Played game happens.« Bernie de Koven the well-played game (1978: 5)
In short: a ludic mindset
Paidia Ludus play game improvisation skill, effort exploration strategizing tumultuous ordered immoderate rule-bound Roger Caillois man, play, and games (1958)
»The unreality of games gives
notice that reality is not yet real. Unconsciously they rehearse the right life.« Theodor W. Adorno minima moralia (1951)
»Simply because the child deprives
the things with which he plays of their mediated usefulness, he seeks to rescue in them what is benign towards men and not what subserves the exchange relation that equally deforms men and things.« Theodor W. Adorno minima moralia (1951)
»Amusement is the extension of
work in late capitalism. It is sought out by him who wants to escape the mechanised process of work only to become fit for it anew.« Theodor W. Adorno dialectics of enlightenment (1969)
ip le nc 6 ri
# P Provide invitations http://www.flickr.com/photos/purplemattfish/3205907410/sizes/o/in/photostream/
Autonomy Choice in goals &
strategies, concordant w/ values & needs Safe space Culture of trust, forgiveness, mutual care, zero blame Shared attitude Lived focus on exploring, mastery, benign transgression, shared joy Generative tools/toys Inviting openings for exploration and redesign
»If you use the power
of games to give people an opportunity to do something they want to do, then you’re doing good. If you’re using the power of games to get people to do something you want them to do, then you’re doing evil.« Jane McGonigal digital ethics symposium (2011)
Regularthe game.at the gym. Get
outin exercize associate employees. Not drinking too Move Moremore Happier. Fitter. with your much. on. Stay productive.
»Products ... are vivid arguments
about how we should lead our lives.« Richard Buchanan design and the new rhetoric (2001) http://muse.jhu.edu/journals/philosophy_and_rhetoric/v034/34.3buchanan.html
»Commentators blithely assure us that
it is ‘all about who wants it the most’, as though sporting podiums are arranged exactly according to the amount of willpower that went into the struggle. Bronze: considerable self-belief; silver: still stronger self-belief; gold: self-belief on an epic scale. … Our own age has indulged a pseudoscientific cult of willpower: the deification of determination.« Ed Smith the voodoo cult of positive thinking (2012) http://www.newstatesman.com/culture/books/2012/09/voodoo-cult-positive-thinking
ic op 2 T #
Rule Design Studies The holistic study and design of rule systems.
Law Sociology Governance Social order
Public Policy Institutionalization Interpretation Scripts (STS) computer Economics science Game Theory Algorithms Incentives Modeling, abstraction, Business processes Game Studies automation, simulation Design Dynamics & Aesthetics Semiotics
ic op 3 T #
Playing Studies Understanding and designing for playful and gameful reframing.
ue ss 1 I #
»Gamification is bullshit.« Ian Bogost gamification is bullshit (2011) http://www.gamasutra.com/view/feature/4294/persuasive_games_shell_games.php
»This is why gamification is
such an effective term. It keeps the term game and puts it right up in front, drawing attention to the form’s mysterious power. But the kicker comes at the end: the -ify suffix makes applying that medium to any given purpose seem facile and automatic.« Ian Bogost exploitationware (2010)
ue ss 2 I #
What is a “game element”?* * Most game definitions have multiple necessary conditions
1 Gamification is nothing new.
2 Gamification is the use of game design elements in non-game contexts. 3 Gamification is an inadvertent con. 4 Motivational design is a promising proposition. 5 Gamification is thinking inside the box. 6 Playful reframing is a promising proposition. 7 Gamification is materializing morality. 8 Gamification is worth researching 9 »Gamification« is a terrible word to use.
»Inscribed in gold in our
flag is the motto If you can’t play it, change it, and woven into our banner are the words If it helps, cheat.« Bernie de Koven the well-played game (1978/2002)