Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Gamification: Solving the Engagement Problem in Communication?

1,100 views

Published on

Invited presentation, Games and Play in Communication: A Strategy Guide. IT University Copenhagen, April 14, 2016, Copenhagen, Denmark.

Published in: Design
  • Be the first to comment

Gamification: Solving the Engagement Problem in Communication?

  1. 1. Gamificationsolving the engagement problem? Sebastian Deterding (@dingstweets) Games & Play in Communication 14 April 2016, ITU Copenhagen c b
  2. 2. Does gamification solve our engagement problemS?
  3. 3. Simple answer MU
  4. 4. http://www.flickr.com/photos/ewanrayment/1250158647
  5. 5. Slightly more complicated answer
  6. 6. <1> gamification?
  7. 7. Gamification The use of game design elements in non-game contexts
  8. 8. 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
  9. 9. Campaign1
  10. 10. Amplifier2
  11. 11. Product3
  12. 12. <2> engagement problems?
  13. 13. 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
  14. 14. a threefold shift
  15. 15. From communication to interaction Shift #1
  16. 16. Effective communication
  17. 17. A I D A Attention Interest Desire Action
  18. 18. Attention Interest Desire What we excel at Where we can learnAction
  19. 19. Attention, Interest, Desire ...
  20. 20. Finding
  21. 21. Deciding
  22. 22. Acting
  23. 23. Interaction design?
  24. 24. A B from usability … Shift #2
  25. 25. … to motivation
  26. 26. loyalty programs?
  27. 27. From extrinsic to intrinsic Shift #3
  28. 28. http://www.flickr.com/photos/diego_rivera/4261964210 extrinsic motivation
  29. 29. intrinsic motivation http://www.flickr.com/photos/areyoumyrik/308908967
  30. 30. what intrinsic motivation drives the most passionate customers?
  31. 31. Pop Quiz! The product is awesome! The company is awesome! The experience is awesome! A B C
  32. 32. Pop Quiz! The product is awesome! The company is awesome! The experience is awesome! A B C
  33. 33. Pop Quiz! I am awesome! D
  34. 34. Better X Better user of X* * aka »competence«
  35. 35. »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)
  36. 36. Game design! Interaction + Intrinsic motivation =
  37. 37. Raph Koster »Fun is just another word for learning.« a theory of fun for game design (2005)
  38. 38. »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)
  39. 39. 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)
  40. 40. <3> how?
  41. 41. loopy systems Part #1
  42. 42. goals …
  43. 43. + RULES ...
  44. 44. = interesting challenges
  45. 45. + Feedback ... http://www.flickr.com/photos/bodgerbrooks/1315419080
  46. 46. = experiences of competence
  47. 47. feedback without challenge
  48. 48. core game loop motivation rule system goal success! / failure! action/resource feedback challenge
  49. 49. Tt(p): Time to first penis in user-generated content
  50. 50. tools & license for expression
  51. 51. https://www.flickr.com/photos/benimoto/2084853203 real experience design™ Part #2
  52. 52. the inherent-additive model of experience
  53. 53. “just add gamy stuff”
  54. 54. a resounding failure …
  55. 55. http://www.flickr.com/photos/8147452@N05/2913356030/sizes/o/ experience is emergent
  56. 56. the systemic-emergent model of experience https://www.flickr.com/photos/benimoto/2084853203
  57. 57. AestheticsMechanics Dynamics Hunicke, LeBlanc & Zubek mda: a formal approach to game design (2004)
  58. 58. Monopoly aesthetic Frustrating end game mechanic dynamic Slow poverty gap +$ !+ -$ !-
  59. 59. AestheticsMechanics Dynamics How the designer creates it
  60. 60. Rainer Knizia »The life blood 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)
  61. 61. <4> to conclude
  62. 62. Does gamification solve our engagement problemS?
  63. 63. Slightly more complicated answer No. But it prompts the right question: How to design systems that afford intrinsically motivating interactions?
  64. 64. sebastian@codingconduct.cc @dingstweets codingconduct.cc thank you.

×