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Gamification: Solving the Engagement Problem in Communication?
The document discusses whether gamification can solve engagement issues, defining gamification as the use of game design elements in non-game contexts. It suggests that while gamification does not directly solve engagement problems, it prompts important questions about designing systems for intrinsically motivating interactions. The presentation highlights the need for a shift from extrinsic to intrinsic motivation and emphasizes the role of learning and competence in creating passionate users.
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Gamification: Solving the Engagement Problem in Communication?
- 1. Gamificationsolving the engagement problem? SebastianDeterding (@dingstweets) Games & Play in Communication 14 April 2016, ITU Copenhagen c b
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- 8. Gamification The use ofgame design elements in non-game contexts
- 9. 3 x Gamification& COMMUNICATION Gamy campaign Brand Brand Gamy Gamy product Campaign one-time spectacle for attention or affective communication AMPLIFIER amplifier of engagement Product Enhanced core product value layer
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- 22. Buy! from one-time transaction… Upload! Comment! Tag! Digg! Forward! Invite! Bookmark! Retweet! Share! Add friend! Design! Mark as Spam! Like! Answer! Vote! Register Now! Subscribe! to sustained inter-action
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- 24. From communication tointeraction Shift #1
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- 27. Attention Interest Desire What we excel at Wherewe can learnAction
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- 37. From extrinsic tointrinsic Shift #3
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- 42. what intrinsic motivation drivesthe most passionate customers?
- 43. Pop Quiz! The product isawesome! The company is awesome! The experience is awesome! A B C
- 44. Pop Quiz! The product isawesome! The company is awesome! The experience is awesome! A B C
- 45. Pop Quiz! I amawesome! D
- 46. Better X Better userof X* * aka »competence«
- 47. »Learning is oneof 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)
- 48. Game design! Interaction + Intrinsicmotivation =
- 49. Raph Koster »Fun isjust another word for learning.« a theory of fun for game design (2005)
- 50. »Fun from gamesarises 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)
- 53. Edward Deci, RichardRyan »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)
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- 60. = experiences ofcompetence
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- 62. core game loop motivation rulesystem goal success! / failure! action/resource feedback challenge
- 69. Tt(p): Time tofirst penis in user-generated content
- 73. tools & licensefor expression
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- 75. the inherent-additive modelof experience
- 76. “just add gamystuff”
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- 79. the systemic-emergent modelof experience https://www.flickr.com/photos/benimoto/2084853203
- 80. AestheticsMechanics Dynamics Hunicke, LeBlanc& Zubek mda: a formal approach to game design (2004)
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- 82. AestheticsMechanics Dynamics How thedesigner creates it
- 83. Rainer Knizia »The lifeblood of game design is testing. Why are we playing games? Because it‘s fun. You cannot calculate this. You cannot test this out in an abstract manner. You have to play it.« shift run stop, episode 40 (2010)
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- 86. Slightly more complicatedanswer No. But it prompts the right question: How to design systems that afford intrinsically motivating interactions?
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