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Gamification
DiSco, 27. 6. 2012
Josef Šlerka, New Media Studies
What is a game?
short definition
Roger Caillois
fun: the activity is chosen for its light-hearted character
separate: it is circumscribed in time and place
uncertain: the outcome of the activity is unforeseeable
non-productive: participation does not accomplish
anything useful
governed by rules: the activity has rules that are
different from everyday life
fictitious: it is accompanied by the awareness of a
different reality
Play forms
Agon, or competition. E.g. Chess is an almost purely
agonistic game.
Alea, or chance. E.g. Playing a slot machine is an
almost purely aleatory game.
Mimicry, or mimesis, or role playing.
Ilinx (Greek for "whirlpool"), or vertigo, in the sense of
altering perception. E.g. taking hallucinogens, riding
roller coasters, children spinning until they fall down
Social actions vs play

smooth border between game/play and social
actions
"an Action is 'social' if the acting individual
takes account of the behavior of others and is
thereby oriented in its course" (M. Weber)
Škála her
Today!
social games
computer games
video games
mobile games
serious games
and GAMIFICATION
What is
gamification?
Three Points of View
Wikipedia
... dictionary point of view
Gamification


Gamification is the use of game design
techniques and mechanics to solve problems
and engage audiences.
Buzzwords
... the next big thing!!!
Gartner Hype Cycle
Oxford Dictionaries

U.S. shortlist for 2011′s word of the year
Arab Spring, Bunga bunga, Clicktivism, Crowdfunding,
Fracking, Gamification, Occupy, The 99%, Tiger
mother, Sifi
Oxford Dictionaries

U.S. shortlist for 2011′s word of the year
Arab Spring, Bunga bunga, Clicktivism, Crowdfunding,
Fracking, Gamification, Occupy, The 99%, Tiger
mother, Sifi
Oxford Dictionaries
Mass Media Eras




Jon Radoff: Game on
Gamification is
bullshit!
... It’s the Same Old Song!
Z historie gamifikace




           Frequent Flyer Programs
What gamification
really is?
Usefull term for some fuzzy areas of activity.
Are you fed up with “web 2.0”. You will be with
gamification too!
What gamification is
not?
Gamification is not a game!
Some expamples...
... let’s start with medias res
Foursquare
Mint
Healthmonth
Find The Future


http://www.youtube.com/watch?v=8HjjMv4LvbM
Education




Jess Schell: The Art of Game Design
How it works?
Short introduction
Game mechanics


... are constructs of rules and feedback loops intended
to produce enjoyable gameplay. They are the building
blocks that can be applied and combined to gamify
any non-game context.
http://gamification.org/wiki/Game_Mechanics
Game mechanics
The basic elements

Points
Badges
Levels
Leaderboards
Challenges
Points
Badges
Levels
Leaderboards
Challenges
Why?
Hijacking the brain
7 ways games reward
the brain (T. Chatfield)
Use Experience Bars to Measure Progress
Provide Multiple Long/Short-Term Aims
Reward Effort - Don't Punish Mistakes
Link Actions to Consequences
Include an Element of Uncertainty
Include Peer Collaboration
Engage Players by Doling Out the Rewards at the
Flow
Flow is the mental state of operation in which a person
in an activity is fully immersed in a feeling of energized
focus, full involvement, and success in the process of
the activity.
Proposed by Mihály Csíkszentmihályi, the positive
psychology concept has been widely referenced
across a variety of fields. (Wikipedia)
Flow
Components of flow
1. Clear goals (expectations and rules are discernible
and goals are attainable and align appropriately with
one's skill set and abilities). Moreover, the challenge
level and skill level should both be high.[5]
2. Concentrating, a high degree of concentration on a
limited field of attention (a person engaged in the
activity will have the opportunity to focus and to delve
deeply into it).
Components of flow
3. A loss of the feeling of self-consciousness, the
merging of action and awareness. Action with
awareness fades into action alone.
4. Distorted sense of time, one's subjective experience
of time is altered.
5. Direct and immediate feedback (successes and
failures in the course of the activity are apparent, so
that behavior can be adjusted as needed).
6. Balance between ability level and challenge (the
activity is neither too easy nor too difficult).
Components of flow
7. A sense of personal control over the situation or
activity.
8. The activity is intrinsically rewarding, so there is an
effortlessness of action.
9. A lack of awareness of bodily needs (to the extent
that one can reach a point of great hunger or fatigue
without realizing it)
10. Absorption into the activity, narrowing of the focus
of awareness down to the activity itself, action
awareness merging. Action with awareness fades into
action alone.
Gamers?

50% of gamers are reported as being female, 30% are
over 45, and in the U.S. there are 40 million active
social gamers (who play at least 1 hour a week), and
there are over 200 million gamers on Facebook.
(2011 Los Angeles Games Conference)
Gender Differences
Typology of Players
Achievers
Explorers
Socializers
Killers


(Richard Bartle, 1996)
Achievers


likes gaining points, completing missions
likes showing his or her score
Explorers

likes to explore
loves maps, new areas
most happy when finds easter egg
Socializers


loves the social aspect of game: information
exchange, meeting people
Killers


loves victory
craving for a chance to fight
Acting


            Killers              Achievers



Players                                         World



          Socializers               Explorers




                      Interacting
Acting
                                   Win
                            Challange Create
            Killers                 Achievers

                            Compare
Players                                         World


          Socializers               Explorers




                      Interacting
Acting


               Killers                 Achievers


Players                                            World
                  Like
      Help                 Share
             Socializers               Explorers
    Comment
                           Greet


                         Interacting
Acting


            Killers                 Achievers


Players                                             World
                                     View
          Socializers               Explorers
                                 Vote           Review



                      Interacting
Acting

          Harass     Hack
                     Cheat
               Killers               Achievers


Players                                          World


             Socializers             Explorers




                       Interacting
Acting
                                      Win
          Harass     Hack      Challange Create
                     Cheat
               Killers                 Achievers

                               Compare
Players                                                World
                  Like                  View
      Help                 Share
             Socializers               Explorers
    Comment                         Vote           Review
                           Greet


                         Interacting
Acting
                                      Win
          Harass     Hack      Challange Create
                     Cheat
               Killers                 Achievers

                               Compare
Players                                                   World
                  Like                  View
      Help                 Share
             Socializers               Explorers
    Comment                         Vote           Review
                           Greet


                         Interacting        Test: apply this to social
                                            networks
Acting


Achievers                   Killers


 World                     Players
Explorers                 Socializers




            Interacting
What not to omit
Daniel Pink and Sebastian Deterding
Existencial Space

Purpose
Mastery
Autonomy
Purpose
Purpose

Quora
StackOverflow
Mint
Mastery


Fun is just another word for learning!
Raph Koster, A Theory of Fun For Game Design, 2005
Mastery
The game is fun. Learning
while playing is joyful
learning.
Jan Ámos Komenský
Autonomy


we need freedom to choose
so called Sawyer’s effect
Autonomie




            http://www.flickr.com/photos/musebrarian/443103590/sizes/l/
How and where to
start?

Wherever
Whenever
Mindset to start?


43 Things That Customers Think Are Fun
http://www.billyinc.com/tumblr/pdf/cheatsheets/
43FunQuickSheet.pdf
Does it works?
     Page%views%(in"millions)"                Ave.%no.%monthly%visits%             Ave.%&me%spent%on%site%(mins)#
                                                                         5"                                 22#
                                 16"


                                                                                            14#
              9"
                                                       2"




       Pre(gamifica/on" Post(gamifica/on"         Pre'gamifica.on" Post'gamifica.on"      Pre.gamifica3on# Post.gamifica3on#




     Merchandise+sales!

                        +47%$




           Pre$sales$           Post$sales$




see Gamification: How effective is it? (Findlay, Alberts)
10.000 hours?
Malcolm Gladwell and Jane McGonigal
What games teach us

make us happy
keep us motivated
make sense
encourage community
Course forward:
Google
Gabe Zicherman
Amy Jo Kim
Byron Reeves
Jane McGonigal
Jesse Schell
Gamification Critics

“It’s a modern-day form of manipulation. And like all
cognitive manipulation, it can help people and it can
hurt people. And we will see both.”
– danah boyd, researcher, Microsoft and Harvard’s
Berkman Center
example: Sina Weibo
Thank you!

Twitter: http://twitter.com/josefslerka
Email: josef.slerka@gmail.com
More: http://www.delicious.com/josefslerka/
gamification

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Gamification

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