From Game Design Elements to Gamefulness: Defining "Gamification"

Sebastian Deterding
Sebastian DeterdingDesigner & Researcher at University of York
From Game Design Elements
to Gamefulness
Defining “Gamification”

S. Deterding, D. Dixon, R. Khaled, L. E. Nacke 
Mindtrek 2011, Tampere, September 28, 2011
Overview	

                    You are here



• Introduction	

• Precursors and parallels	

• Defining “gamification”	

• Situating “gamification”	

• Open questions	



                                   2	
  
“Gamification”?	





                    3	
  
“Gamification”?	





                    4	
  
The industry blueprint	

     Points	

                  Badges	

        Leaderboards	

       Incentives	

Tracking, Feedback	

          Goal-setting	

     Competition	

        Rewards	





                        (And behavioral analytics in the backend)	

                                                                                      5	
  
Overview	


• Introduction	

               You are here



• Precursors and parallels	

• Defining “gamification”	

• Situating “gamification”	

• Open questions	



                                               6	
  
Precursors in HCI	


Man as machine	

   Man as computer	

               Man as meaning-maker	

Ergonomics	

       Cognitive sciences	

            Human sciences	





                    Precursors	

                 Repurposings	

               UX	

                Playfulness	

          Persuasive Tech	

                      (1980+)	

                       (2001+)	

           (2002+)	

                    (2005+)	

                (2006+)	

                                                                         Hedonic attributes	

                                                                            Game UX	




                                                                                        Ludic design	

                CSCW	

                                                                                             (2002+)	

                (2005+)	





                                                                                                                                                 7	
  
                          Harrison, S., Tatar, D., and Sengers, P. The Three Paradigms of HCI. Proc. AltCHI 2007, ACM Press (2007).
Precursors in Game Studies	


                                     Digital	

   Alternate Reality/	

                                          Ludification	

Serious Games	

                 Serious Games	

 Pervasive Games	

 Serious Gaming	

                            of culture	

    (1960+)	

                       (2001+)	

           (2001+)	

                   (2006+)	

                   (2006+)	





                 Precursors	

     Repurposings	

          UX	

                 Playfulness	

          Persuasive Tech	

                   (1980+)	

          (2001+)	

       (2002+)	

                     (2005+)	

                 (2006+)	

                                                     Hedonic attributes	

                                                        Game UX	




                                                                       Ludic design	

              CSCW	

                                                                          (2002+)	

                (2005+)	

                                                                                                                                 8	
  
Overview	


• Introduction	

                                You are here
• Precursors and parallels	

• Defining “gamification”	

• Situating “gamification”	

• Open questions	



                                               9	
  
Gamification: A definition	



“The use of 	

game design elements	

in non-game contexts”	



                              10	
  
Gamification: A definition	



“The use of 	

game design elements	

in non-game contexts”	



                              11	
  
game	

Ludus	

    skill	

            effort	

            ordered	

            rule-bound	





            play	

            improvisation	

Paidia	

   tumultuous	

            immoderate	

                               12	
  
Gaming, not playing	

                  Gaming	





                  Playing	

                               13	
  
Elements, not whole systems	




                    er      libert
                chas              yand
         Dune                            vigila
                                                  nce




    Whole	

                    Elements	





                                                        14	
  
What is a “game element”?	

• Most game definitions have multiple necessary
  conditions, e.g. Juul 2005:	





                                                 15	
  
What is a “game element”?	

• Elements characteristic for games	

                                         specific to games	

                                         (empty/too constrained)	

                                                 characteristic for games	

                                                 (with fuzzy boundaries)	

                                                       present in games	

                                                       (boundless/too broad)	





                                                                               16	
  
Game design elements	


Game-based technology	

   Controllers, AI, 3D engines, ...	




Game-based practices	

    Serious Gaming	




Game-based design	

       Gamification	




                                                                 17	
  
Levels of game design elements	

                                           Playcentric design, value conscious game
Game design methods	

                                           design…	



Game models	

                             MDA, Game design atoms, CEGE, ...	



                                           Enduring play, clear goals, variety of play
Game design principles and heuristics	

                                           styles, ...	


                                           Levels, time constraint, limited
Game design patterns and mechanics	

                                           resources,…	



Game interface patterns	

                 Badge, leaderboard, timer, ...	




                                                                                     18	
  
Non-game contexts	





                       19	
  
Non-game contexts	

• Big issues with “serious game” being initially
  reduced to learning as one goal/context, thus	

• No specific goals (learning, motivation, …)	

• No specific contexts (g4change, g4health, …)	

• Not limited to digital/online	





                                                     20	
  
21	
  
Can you “gamify” a game?	

• Only if definition is tied to a set of specific
  elements (e.g. achievements)	

• Metagames seen as games, not game elements
  in literature	

• Designer view: Hard to distinguish ‘core’ game
  design from ‘outer’ gamification	

• User view: Open empirical question whether
  game/gamified part are perceived as separate	

                                                   22	
  
Overview	


• Introduction	

• Precursors and parallels	

                                You are here
• Defining “gamification”	

• Situating “gamification”	

• Open questions	



                                               23	
  
Gamification: the definition again	



“The use of 	

game design elements	

in non-game contexts”	



                                      24	
  
Bringing it together	

                   Gaming	





     Whole	

                   Elements	





                   Playing	

                                              25	
  
Situating the definition	





                             26	
  
Overview	


• Introduction	

• Precursors and parallels	

• Defining “gamification”	

                                You are here
• Situating “gamification”	

• Open questions	



                                               27	
  
Social and subjective nature of play	

• Playing/gaming as a subjective, shared mode of
  behavior and mindset	

• User view: When do they “use”, when “play”
  an app? (Framing, user-added rules  goals, …)	

• Designer: When intended as product, gameful
  product, or full game?	

• Flickering, switching, conflicting modes of
  engagement within and between users as rich
  new data source
Gamefulness	


                 29	
  
Elements or qualities?	

• Playfulness as a specific quality/mode of user
  behavior and experience, as well as design goal	

• Gamefulness as logic complement	

• Gameful design: less contentious baggage, less
  definitional complications, hence preferable for
  academic discourse
Playfulness and Gamefulness	


Quality of experience
                               Playfulness	

            Gamefulness	

and behavior	




Artifact affording that
                               Playful interactions	

   Gameful interactions	

quality	





Designing for that quality	

 Playful design	

          Gameful design	





                                                                                   31	
  
Bringing it together... again	

                   Gaming	





     System	

                     Quality	





                   Playing	

                                                32	
  
Thank you	

Rilla Khaled	
       Sebastian Deterding	
                    Dan Dixon	
              Lennart E. Nacke	
  
rikh@itu.dk	

       s.deterding@hans-bredow-institut.de	

   dan@digitaldust.org	

   lennart.nacke@acm.org
1 of 33

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From Game Design Elements to Gamefulness: Defining "Gamification"

  • 1. From Game Design Elements to Gamefulness Defining “Gamification” S. Deterding, D. Dixon, R. Khaled, L. E. Nacke Mindtrek 2011, Tampere, September 28, 2011
  • 2. Overview You are here • Introduction • Precursors and parallels • Defining “gamification” • Situating “gamification” • Open questions 2  
  • 5. The industry blueprint Points Badges Leaderboards Incentives Tracking, Feedback Goal-setting Competition Rewards (And behavioral analytics in the backend) 5  
  • 6. Overview • Introduction You are here • Precursors and parallels • Defining “gamification” • Situating “gamification” • Open questions 6  
  • 7. Precursors in HCI Man as machine Man as computer Man as meaning-maker Ergonomics Cognitive sciences Human sciences Precursors Repurposings UX Playfulness Persuasive Tech (1980+) (2001+) (2002+) (2005+) (2006+) Hedonic attributes Game UX Ludic design CSCW (2002+) (2005+) 7   Harrison, S., Tatar, D., and Sengers, P. The Three Paradigms of HCI. Proc. AltCHI 2007, ACM Press (2007).
  • 8. Precursors in Game Studies Digital Alternate Reality/ Ludification Serious Games Serious Games Pervasive Games Serious Gaming of culture (1960+) (2001+) (2001+) (2006+) (2006+) Precursors Repurposings UX Playfulness Persuasive Tech (1980+) (2001+) (2002+) (2005+) (2006+) Hedonic attributes Game UX Ludic design CSCW (2002+) (2005+) 8  
  • 9. Overview • Introduction You are here • Precursors and parallels • Defining “gamification” • Situating “gamification” • Open questions 9  
  • 10. Gamification: A definition “The use of game design elements in non-game contexts” 10  
  • 11. Gamification: A definition “The use of game design elements in non-game contexts” 11  
  • 12. game Ludus skill effort ordered rule-bound play improvisation Paidia tumultuous immoderate 12  
  • 13. Gaming, not playing Gaming Playing 13  
  • 14. Elements, not whole systems er libert chas yand Dune vigila nce Whole Elements 14  
  • 15. What is a “game element”? • Most game definitions have multiple necessary conditions, e.g. Juul 2005: 15  
  • 16. What is a “game element”? • Elements characteristic for games specific to games (empty/too constrained) characteristic for games (with fuzzy boundaries) present in games (boundless/too broad) 16  
  • 17. Game design elements Game-based technology Controllers, AI, 3D engines, ... Game-based practices Serious Gaming Game-based design Gamification 17  
  • 18. Levels of game design elements Playcentric design, value conscious game Game design methods design… Game models MDA, Game design atoms, CEGE, ... Enduring play, clear goals, variety of play Game design principles and heuristics styles, ... Levels, time constraint, limited Game design patterns and mechanics resources,… Game interface patterns Badge, leaderboard, timer, ... 18  
  • 20. Non-game contexts • Big issues with “serious game” being initially reduced to learning as one goal/context, thus • No specific goals (learning, motivation, …) • No specific contexts (g4change, g4health, …) • Not limited to digital/online 20  
  • 21. 21  
  • 22. Can you “gamify” a game? • Only if definition is tied to a set of specific elements (e.g. achievements) • Metagames seen as games, not game elements in literature • Designer view: Hard to distinguish ‘core’ game design from ‘outer’ gamification • User view: Open empirical question whether game/gamified part are perceived as separate 22  
  • 23. Overview • Introduction • Precursors and parallels You are here • Defining “gamification” • Situating “gamification” • Open questions 23  
  • 24. Gamification: the definition again “The use of game design elements in non-game contexts” 24  
  • 25. Bringing it together Gaming Whole Elements Playing 25  
  • 27. Overview • Introduction • Precursors and parallels • Defining “gamification” You are here • Situating “gamification” • Open questions 27  
  • 28. Social and subjective nature of play • Playing/gaming as a subjective, shared mode of behavior and mindset • User view: When do they “use”, when “play” an app? (Framing, user-added rules goals, …) • Designer: When intended as product, gameful product, or full game? • Flickering, switching, conflicting modes of engagement within and between users as rich new data source
  • 29. Gamefulness 29  
  • 30. Elements or qualities? • Playfulness as a specific quality/mode of user behavior and experience, as well as design goal • Gamefulness as logic complement • Gameful design: less contentious baggage, less definitional complications, hence preferable for academic discourse
  • 31. Playfulness and Gamefulness Quality of experience Playfulness Gamefulness and behavior Artifact affording that Playful interactions Gameful interactions quality Designing for that quality Playful design Gameful design 31  
  • 32. Bringing it together... again Gaming System Quality Playing 32  
  • 33. Thank you Rilla Khaled   Sebastian Deterding   Dan Dixon   Lennart E. Nacke   rikh@itu.dk s.deterding@hans-bredow-institut.de dan@digitaldust.org lennart.nacke@acm.org