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gameful design
creating engaging experiences
Sebastian Deterding (@dingstweets)
Northeastern University
May 19, 2015
c b
<1>
what?
we are all
game designers
Story
Rules, Challenge
Safe space
Shared toys
Goals
Feedback
Gamification
The use of game design
elements in non-game
contexts
Appeared in 2010
Gamification
Serious Games
… In business books …
… and business media …
health
Sustainability
Education
work
Life
The blueprint (still)
points
Tracking, Feedback
badges
Goals, surprise
leaderboards
Competition
incentives
Rewards
<2>
why?
A
B
from utility and usability …
… to motivation
Buy!
new value chains
Upload!
Comment!
Tag!
Digg!
Forward!
Invite!
Bookmark!
Retweet!
Share!
Add friend!
Design!
Mark as Spam!
Like!
Answer!
Vote!
Register Now!
Subscribe!
new markets
health self-improvement green tech
new productivity factors
Towers Perrin Global Workforce Study (2011)
loyalty programs!
http://www.flickr.com/photos/diego_rivera/4261964210
extrinsic motivation
Win 1,000,000,000,000 points
Score: 964,000,000,000,000
(You rock!)
intrinsic motivation
http://www.flickr.com/photos/areyoumyrik/308908967
what intrinsic motivation
drives the most
passionate customers?
Pop Quiz!
The product
is awesome!
The company
is awesome!
The experience
is awesome!
A B C
Pop Quiz!
I am awesome!
D
Better X
Better user of X*
* aka »competence«
»Learning is one of the fundamental reasons games are
so engaging. The more you learn, the better you are at
something. The better you are, the more engaging it is.
If you can help people have more of that feeling, they
won't talk about how good you are – they'll talk about
how much they kick ass. And that's a powerful formula
for creating passionate users.«
Kathy Sierra
upgrade your users, not your product (2005)
Raph Koster
»Fun is just another
word for learning.«
a theory of fun for game design (2005)
»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)
Edward Deci, Richard Ryan
»An understanding of human motivation
requires a consideration of innate
psychological needs for competence,
autonomy, and relatedness.«
the what and why of goal pursuit (2000)
»This pattern is what we call the
progress principle: of all the positive
events that influence inner work life,
the single most powerful is progress in
meaningful work.«
Teresa M. Amabile
the progress principle (2012: 76)
Teresa M. Amabile
»Truly effective video game designers
know how to create a sense of progress
for players within all stages of the
game. Truly effective managers know
how to do the same for their
subordinates.«
the progress principle (2012: 88)
<3>
how?
1 competence
Autonomy2
relatedness3
https://www.flickr.com/photos/benimoto/2084853203
design4
1 competence
Not fun Fun
http://www.flickr.com/photos/sulamith/1342528771/sizes/o/
http://www.flickr.com/photos/photonquantique/3364593945/sizes/l/
Raph Koster
»Fun is just another word
for learning.«
through interesting challenges
a theory of fun for game design (2005)
Goals ...
+ Rules ...
= Interesting challenges
+ Feedback ...
http://www.flickr.com/photos/bodgerbrooks/1315419080
= Experiences of competence
Earn 1,000,000,000,000 points
Score: 964,000,000,000,000
(You rock!)
feedback without challenge
Danger
Stand in the user’s way
Ticket
For ticket, drag red
dot through labyrinth
Level 2
Ticket
For ticket, drag red
dot through labyrinth
Core challenge of E-Mail?
• Maximum output?
• Correct, polite, actionable?
• Prioritized?
• Fast answers?
• Check less often?
• Inbox Zero?
Prioritization
Procrastination
find the inherent challenge
Principle
#1
“juicy” feedback
Principle
#2
Autonomy2
Danger
Johan Huizinga
»First and foremost,
all play is a voluntary
activity.«
homo ludens (1938/1950: 7)
Edward Deci, Richard Ryan
»An understanding of human
motivation requires a consideration of
innate psychological needs for
competence, autonomy, and
relatedness.«
the what and why of goal pursuit (2000)
Fun Voluntary
Voluntary Fun
the undermining effect
feedback
perceived as
controlling
thwarts
autonomy
motivation
perceived as
informing
supports
competence
+
–
Deci & Ryan 2012
… vs. Quality and Variety
Principle
#1
safe from consequence
meaningful choice
http://ascottallison.files.wordpress.com/2009/12/p1030286.jpg
Principle
#2
relatedness3
»You look
especially lovely
tonight.«
http://www.flickr.com/photos/beigeinside/50122570/
»Now I feel like
you’re just doing
it for the points.«
Danger
Donald T. Campbell
»The more a quantitative social indicator
is used for social decision-making, the
more subject it will be to corruption
pressures and the more apt it will be to
distort and corrupt the social processes it
is intended to monitor.«
assessing the impact of planned social change (1976)
http://www.rasmusen.org/x/images/pd.jpg
reframing as strategic action
creates myopic focus
So you also played
EcoChallengeTM?
… vs. Quality and Varietycreates side effects
what values
underlie play?
http://www.flickr.com/photos/docentjoyce/3138887652
exploration ...
… mastery, ...
http://www.flickr.com/photos/paulgorman/1392988135
http://www.flickr.com/photos/iboy/5709372593
… and mutual care.
http://www.flickr.com/photos/iboy/5709372593
»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)
Edward Deci, Richard Ryan
»An understanding of human motivation
requires a consideration of innate
psychological needs for competence,
autonomy, and relatedness.«
the what and why of goal pursuit (2000)
http://www.flickr.com/photos/mrlerone/405730185/sizes/o/
What we usually design
Who decides how this is used
model the values you wish to see
Principle
#1
http://www.dailymail.co.uk/news/article-2047684/Dangerous-drivers-silent-treatment-Venezuela-employs-mimes-traffic-police.html
“the spirit of the rules”
work play
Other-determined Self-determined
Means to an end End in itself
Consequential Inconsequential
Regulated Open
Care for results Care for each other
Motivation serves function Function serves motivation
work play playful work
Other-determined Self-determined Autonomy-supporting
Means to an end End in itself Learning and quality-oriented
Consequential Inconsequential
Inviting risk-taking and
failure
Regulated Open Open, trust-based
Care for results Care for each other Socially oriented
Motivation serves function Function serves motivation Value-oriented
Principle
#2
https://www.flickr.com/photos/benimoto/2084853203
design4
the inherent-additive model of experience
http://www.flickr.com/photos/8147452@N05/2913356030/sizes/o/
experience is emergent
AestheticsMechanics Dynamics
Hunicke, LeBlanc & Zubek
mda: a formal approach to game design (2004)
Monopoly
aesthetic
Frustrating
end game
mechanic dynamic
Slow
poverty gap
+$ !+
-$ !-
the systemic-emergent model of experience
https://www.flickr.com/photos/benimoto/2084853203
easily exportable surface features ...
… instead of systemic architectures
easily exportable surface features ...
points
Tracking, Feedback
badges
Goals, surprise
leaderboards
Competition
incentives
Rewards
instead of …?
your mission, should you choose to accept it
https://www.flickr.com/photos/benimoto/2084853203
A possible joint agenda
• Government, enterprise, end users: explore
game design for well-being, productivity,
learning, engagement, …
• Industry and university researchers:
Identify and validate systemic architectures
for motivation, methods for designing them
• Design agencies, software houses: Develop
and deploy methods and tools
in summary
in an age of motivation ...
http://www.flickr.com/photos/diego_rivera/4261964210
… move from extrinsic ...
… to Intrinsic motivations ...
http://www.flickr.com/photos/areyoumyrik/308908967
to create truly engaging experiences.
I am awesome!
Earn 1,000,000,000,000 points
Score: 964,000,000,000,000
(You rock!)
Instead of shallow progress wars...
build systems to master,
… and a free space to play ...
… that are truly meaningful.
… vs. Quality and Varietydon’t just set up point systems:
to model the values you wish to see.
and this cake does need many bakers.
https://www.flickr.com/photos/benimoto/2084853203
sebastian@codingconduct.cc
@dingstweets
codingconduct.cc
Thank you.

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办理学位证(UCSD证书)美国加利福尼亚大学圣迭戈分校毕业证成绩单原版一比一办理学位证(UCSD证书)美国加利福尼亚大学圣迭戈分校毕业证成绩单原版一比一
办理学位证(UCSD证书)美国加利福尼亚大学圣迭戈分校毕业证成绩单原版一比一
 

Gameful Design: Creating Engaging Experiences