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UNDERSTANDING
GAMEFUL DESIGN
Elizabeth Lane Lawley
Rochester Institute of Technology
School of Interactive Games & Media
L...
A BIT ABOUT ME…
WEDNESDAY, 12 MARCH 2014 (-13º C)
TUESDAY, 11 MARCH 2014 (15º C)
LET’S START WITH
SOME DEFINITIONS…
TOYS ≠ GAMES
PLAY TAKES MANY
FORMS
WHO PLAYS GAMES?
NOT ALL GAMES
ARE VIDEO GAMES!
SO, WHAT
ABOUT
“GAMIFICATION”
?
Taxonomy of the Lean Startup Anti-Pivot by Tristan Kromer
Mind if I cut in here?
Sebastian Deterding:
Visiting Professor,
RIT MAGIC Center &
Interactive Games & Medi
SERIOUS GAMES
SERIOUS TOYS
PLAYFUL DESIGN
GAMIFICATION
Gamification … tricks people into
believing that there‟s a simple way to
imbue their … thing with the
psychological, emoti...
“ -ification involves
simple, repeatable, proven
techniques.
[It] is always easy and
repeatable, and it‟s usually bullshit...
USING GAME ELEMENTS
IN NON-GAME
CONTEXTS
This is not a new idea….
Mihaly Csikszentmihalyi
Flow (1960)
"Mowing the lawn or waiting in a
dentist‟s office can become enjoyable
provided one re...
EARLY GAMIFICATION
MORE EARLY GAMIFICATION
FROM GAMIFICATION
TO GAMEFUL DESIGN
1. Hard Fun: Fiero – in the moment personal
triumph over adversity
2. Easy Fun: Curiosity
3. Serious Fun: Relaxation and e...
“An understanding of human
motivation requires a
consideration of innate
psychological needs for
competence, autonomy, and...
INTRINSIC
MOTIVATION
EXTRINSIC
MOTIVATION
“Intrinsic and extrinsic
motivation is not a
dichotomy, it‟s a continuum.”
Scott Rigby:
Intrinsic & Extrinsic
Player Motiv...
FUN  VOLUNTARY?
VOLUNTARY  FUN!
It‟s a good
thing I‟m
getting paid
for this.
I need to lose
weight. Maybe
this will help.
I love
hiking!
"My point is that the „fun', the pleasure
of these elements does not come from
some extrinsic reward value of those
elemen...
It‟s the autonomy, stupid.
Review Yesterday‟s
Gameful Design Concepts
Work in Groups To Design
a Gameful Application
Introductions &
Individual Goals...
WORKSHOP
TECHNOLOGY
USEFUL RESOURCES
Sebastian Deterding • codingconduct.cc
Amy Jo Kim • shufflebrain.com
Scott Nicholson • scottnicholson.com
Ian Bogost • bogost.com
Scott Rigby & Richard Ryan • immersyve.com
lawley.rit.edu
slideshare.net/mamamusings
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ
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"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ

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Keynote presentation on gameful design presented 13 March 2014 at the Vértice "Bienal de animación, Interactividad y Diseño" conference held at the University of San Francisco in Quito, Ecuador.

Published in: Design

"Understanding Gameful Design" @ Vértice "Bienal de animación, Interactividad y Diseño" USFQ

  1. 1. UNDERSTANDING GAMEFUL DESIGN Elizabeth Lane Lawley Rochester Institute of Technology School of Interactive Games & Media Lab for Social Computing @ the MAGIC Center
  2. 2. A BIT ABOUT ME…
  3. 3. WEDNESDAY, 12 MARCH 2014 (-13º C) TUESDAY, 11 MARCH 2014 (15º C)
  4. 4. LET’S START WITH SOME DEFINITIONS…
  5. 5. TOYS ≠ GAMES
  6. 6. PLAY TAKES MANY FORMS
  7. 7. WHO PLAYS GAMES?
  8. 8. NOT ALL GAMES ARE VIDEO GAMES!
  9. 9. SO, WHAT ABOUT “GAMIFICATION” ?
  10. 10. Taxonomy of the Lean Startup Anti-Pivot by Tristan Kromer
  11. 11. Mind if I cut in here? Sebastian Deterding: Visiting Professor, RIT MAGIC Center & Interactive Games & Medi
  12. 12. SERIOUS GAMES
  13. 13. SERIOUS TOYS
  14. 14. PLAYFUL DESIGN
  15. 15. GAMIFICATION
  16. 16. Gamification … tricks people into believing that there‟s a simple way to imbue their … thing with the psychological, emotional and social power of a great game. Margaret Robertson: Can‟t Play, Won‟t Play (2010)
  17. 17. “ -ification involves simple, repeatable, proven techniques. [It] is always easy and repeatable, and it‟s usually bullshit.” Ian Bogost: Gamification is Bullshit (2011)
  18. 18. USING GAME ELEMENTS IN NON-GAME CONTEXTS This is not a new idea….
  19. 19. Mihaly Csikszentmihalyi Flow (1960) "Mowing the lawn or waiting in a dentist‟s office can become enjoyable provided one restructures the activity by providing goals, rules, and the other elements of enjoyment.”
  20. 20. EARLY GAMIFICATION
  21. 21. MORE EARLY GAMIFICATION
  22. 22. FROM GAMIFICATION TO GAMEFUL DESIGN
  23. 23. 1. Hard Fun: Fiero – in the moment personal triumph over adversity 2. Easy Fun: Curiosity 3. Serious Fun: Relaxation and excitement 4. People Fun: Amusement” Nicole Lazzaro: The 4 Keys 2 Fun
  24. 24. “An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.” Richard Ryan & Edward Deci: The What & Why of Goal Pursuit (2000)
  25. 25. INTRINSIC MOTIVATION EXTRINSIC MOTIVATION
  26. 26. “Intrinsic and extrinsic motivation is not a dichotomy, it‟s a continuum.” Scott Rigby: Intrinsic & Extrinsic Player Motivation (2012
  27. 27. FUN  VOLUNTARY? VOLUNTARY  FUN!
  28. 28. It‟s a good thing I‟m getting paid for this. I need to lose weight. Maybe this will help. I love hiking!
  29. 29. "My point is that the „fun', the pleasure of these elements does not come from some extrinsic reward value of those elements, but chiefly from the experience of competence they give rise to.” Sebastian Deterding: Gamification by Design – A Response to O‟Reilly
  30. 30. It‟s the autonomy, stupid.
  31. 31. Review Yesterday‟s Gameful Design Concepts Work in Groups To Design a Gameful Application Introductions & Individual Goals WORKSHOP PLAN
  32. 32. WORKSHOP TECHNOLOGY
  33. 33. USEFUL RESOURCES
  34. 34. Sebastian Deterding • codingconduct.cc
  35. 35. Amy Jo Kim • shufflebrain.com
  36. 36. Scott Nicholson • scottnicholson.com
  37. 37. Ian Bogost • bogost.com
  38. 38. Scott Rigby & Richard Ryan • immersyve.com
  39. 39. lawley.rit.edu slideshare.net/mamamusings

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