A presentation fo

1. DiGRA 2011
Gamification
A roundtable on game studies
and HCI perspectives
R. Khaled, D. Dixon, S. Deterding
Utrecht, September 16, 2011
cb

3. Today
You are here
• Introduction
• Pre-history of “gamification” in HCI
• Current topics in HCI
• Defining “gamification”
• Debate!
3

4. “Gamification”?
“The use of
game design elements
in non-gaming contexts”
4

5. “Gamification”?
5

6. “Gamification”?
6

7. The blueprint
Points Badges Leaderboards Incentives
Tracking, Feedback Goal-setting Competition Rewards
(And behavioral analytics in the backend)
7

8. The enablers
Success stories
Existing discourses
Analytics & sensors
& practices
8

9. Today
• Introduction You are here
• Pre-history of “gamification” in HCI
• Current topics in HCI
• Defining “gamification”
• Debate!
9

10. “Gamification” in HCI: A prehistory
Utility
Usability
The great beyond
10

11. Three Paradigms of HCI
Ludic design CSCW
(2002+) (2005+)
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
11
Harrison, S., Tatar, D., and Sengers, P. The Three Paradigms of HCI. Proc. AltCHI 2007, ACM Press (2007).

12. Precursors
Enjoyable interfaces,
fun of use, metaphors
(1980-1988)

13. Dennis Chao, Doom as an Interface for
Process Management (2001)
Repurposing
3d engines, interfaces, Louis von Ahn, Games with a Purpose (2006)
controllers, inputs
(2001+)

14. User Experience
Pleasure, fun, emotion,
desire, hedonic attributes
(2002+)

15. Game UX
Playability heuristics, metrics,
models of game experience
(2002+)

16. “Ludic design”
Curiosity, exploration,
reflection, openness
(2002+)

17. Playfulness
Conditions, elements,
experiences, inspiration
(2005+)

18. CSCW
Motivating collaboration,
recommender/reputation
(2005+)

19. Persuasive Tech.
Persuasive games,
persuasive patterns
(2006+)

20. Today
• Introduction You are here
• Pre-history of “gamification” in HCI
• Current topics in HCI
• Defining “gamification”
• Debate!
20

21. Gerling, K. and Masuch, M.: Exploring the Potential
of Gamification Among Frail Elderly Persons (2011)
Cheng, L., Shami, S., Dugan, C., Muller,
M., DiMicco, J., Patterson, J., Rohall, S.,
Sempere, A. and Geyer, W. Finding
Moments of Play at Work (2011).
Diversity of
applications
Life as a series of quests Choe, S. P., Jang, H. and Song, J. Roleplaying gamification to
encourage social interactions at parties (2011).

22. Müller, F., Peer, F., Agamanolis, S., and Sheridan, J.
Gamification and Exertion (2011)
Diakopoulos, N. Design Challenges in Playable Data (2011)
Diversity of Cramer, H., Ahmet, Z., Rost, M. and Holmquist, L. E.: Gamification
and location-sharing: some emerging social conflicts (2011)
applications
Challenges of working
with real data

23. Laschke, M. and Hassenzahl, M.: Narasimhan, N., Chiricescu, S. and
Being a "mayor" or a "patron"? Vasudevan,V. The Gamification of
The difference between owning Television: is there life beyond
badges and telling stories (2011) badges? (2011)
Huotari, K. and Hamari, J. “Gamification” from
the perspective of service marketing (2011)
Diversity of
applications
Gamification of services Nikkila, S., Linn, S., Sundaram, H. and Kelliher, A. Playing in
Taskville: Designing a Social Game for the Workplace (2011)

24. Reeves, B., Cummings, J. J. and Anderson, D. Leveraging the
Brewer, R. S., Lee, G. E., Xu,Y., Desiato, C., Katchuk,
engagement of games to change energy behavior (2011)
M. and Johnson, P. M. Lights Off. Game On. The Kukui
Cup: A Dorm Energy Competition (2011).
Diversity of
applications
Eco behaviours Inbar, O., Tractinsky, N., Tsimhoni, O. and Seder, T.: Driving the
Scoreboard: Motivating Eco-Driving Through In-Car Gaming (2011).

25. Choe, S. P., Jang, H. and Song, J. Roleplaying gamification to
Hoonhout, J. and Meerbeek, B.: Brainstorm triggers: encourage social interactions at parties (2011).
game characteristics as input in ideation (2011)
Diversity of
applications Dixon, D. Player Types and
Game design and game Gamification (2011)
studies as a design lens

26. Cramer, H., Ahmet, Z., Rost, M. and Holmquist, L. E.:
Gamification and location-sharing: some emerging
social conflicts (2011)
Antin, J. and Churchill, E. Badges
in Social Media: A Social
Psychological Perspective (2011)
Making sense of
gamification
Achievement and badges

27. Dimension 1: Presence and Dimension 2: Readiness.
The division between discursive and practical consciousness can be mirrored in
the interface of the medium by the distinction between presence-at-hand and
readiness-to-hand.
Dimension 3: Adversity.
The degree to which its material aspects make the game more or less difficult
to the players to win.
Cheung, G. Consciousness in Gameplay (2011)
Making sense of
Huotari, K. and Hamari, J. “Gamification” from
gamification the perspective of service marketing (2011)
Theories and frameworks

28. Hoonhout, J. and Meerbeek, B.: Brainstorm triggers:
game characteristics as input in ideation (2011)
Making sense of Lee, H.-J. What could media art learn
from recent experimental games? (2011)
gamification
In relation to other theory

29. Khaled, R. It’s Not Just Whether You Win or Lose:
Thoughts on Gamification and Culture (2011)
Antin, J. and Churchill, E. Badges in Social Media:
A Social Psychological Perspective (2011)
Making sense of Deterding, S. Situated motivational affordances of game elements: A conceptual model (2011)
gamification
Psychology as a lens

30. responsibilities of users,
coercion and social pressure
regulators, designers
Ethics targeting
vulnerable
privacy and data use audiences
need for transparency
Discussion topics
and informed consent

31. socio-economic status/access gaming literacy
dependency levels
cultural groups
User groups aesthetic tastes
gender
player types
Discussion topics work place roles
age

32. motivations
challenges and
constraints of working
user roles
with given tasks, data
Design
feedback
“best practice”
balance between user
Discussion topics and designer control

33. morally defined: whose conflict of in-game/out-
ends are being furthered of-game goals (getting
by the cheat? points/getting fit)
Cheating, gaming the
system, and emergent
player behaviour
universal
potential real-world
negative effects
Discussion topics socially defined

34. Today
• Introduction
• Pre-history of “gamification” in HCI
• Current topics in HCI You are here
• Defining “gamification”
• Debate!
34

35. A definition
Gamification
- The use of game design
elements in non-game contexts
35

36. A definition
Gamification
- The use of game design
elements in non-game contexts
36

37. Games not play
Game
Play
37

38. Gamefulness
38

39. Using elements of games
libert
chaser yand
Dune vigila
nce
Whole Parts
39

40. Bringing it all together
Game
Gameful Design
(Serious) Games or
Gamification
Whole Parts
Toys
and Playful Design
Playthings
Play
40

41. Using different elements of design
Playtesting, playcentric design, value
Game design methods
conscious game design
Game models MDA, Game design atoms, CEGE
Game design principles and Enduring play, clear goals, variety of
heuristics play styles
Levels, time constraints, limited
Game design patterns and mechanics
resources
Game interface patterns Badge, leaderboard, timer
41

42. Non-game contexts
42

43. Contextualising gamification
43

44. the definition again
Gamification
Gameful Design
- The use of game design
elements in non-game contexts
44

45. Today
• Introduction
• Pre-history of “gamification” in HCI
• Current topics in HCI
You are here
• Defining “gamification”
• Debate!
45

46. Debate!
3 focal questions: 3 min/respondent, 15 min
open debate
• What is new and valuable in the HCI perspective? What is
missing?
• How have these phenomena appeared and been approached
in past game studies?
• What do these phenomena hold for game studies? Why and
how should we study them?
46

47. Thank you
Rilla Khaled Dan Dixon Sebastian Deterding
rikh@itu.dk dan@digitaldust.org s.deterding@hans-bredow-institut.de