Embedding elements borrowed from game design
(usually PBL) within things that aren‟t games.
Creating true games that achieve some effect
beyond the boundaries of the experience.
… or at least that‟s the theory.
Let‟s get a few things straight
“I don‟t do „gamification,‟ and I‟m not
prepared to stand up and say I think it
works... If the game is not about a goal
you‟re intrinsically motivated by, it
“Gamification is bullshit.”
A growing backlash
What‟s wrong with gamification?
Mostly it‟s the “ification”.
Gamification robs games of their fundamental appeal.
It‟s about how players can serve the designer‟s ends.
Not everyone will be charmed.
Player is responsible for maintaining
the health of a virtual pet
Must shop for the critter's food, cook
for it, and feed it
Each day the player must fill the
critter's green bars without filling the
Pilot StudyRun by Univ. of Mass. Medical
SchoolNorthbridge Elementary, MA
100 5th graders, 4 class periods
Significant increases in positive attitudes
toward nutrition and fitness
Significant increases in students' self-efficacy
Moderate increases in nutrition knowledge
(They tested well initially)
“...to position Gatorade
as the hero helping drive
better performance and
higher scores with water
as the enemy that
Media agency OMD‟s
case study video