La Gamification nel mondo dei contenuti                                                                            Playful...
Gamification is the use of game- thinking and game mechanics in anon-game context in order to engage     users and solve p...
A game is a system in whichplayers engage in an artificialconflict, defined by rules, that   results in a quantifiable        ...
Gamification and Playful practices             Digital media            Partecipazione        Alternate reality (game?)
MAGIC CIRLCE                                               REAL WORLD                                                     ...
Jesper Juul, Half Real, 2005
Continuum between Ludus and Paidia Playing                                                                       Rigidwith...
Fun?                          (engagement)Tony Ventrice “Gamification: Framing the Discussion”, Gamasutra, 11.12.11
+ Intrinsic                                                                                  Extrinsicmotivations         ...
Growth                              Choice                         Competition                             Identity       ...
Competence             Autonomy                                                           Relatedness        (vs. Behaviou...
Mihaly Csikszentmihalyi Flow: The Psychology of Optimal Experience, 2008Zachary Fitz-Walter “Gamification: Thoughts and De...
Amy Jo Kim, The Player’s Journey: Designing Over Time, Amyjokim.com,http:/     /marczewski.me.uk/2012/11/30/flow-and-satis...
Andrzej Marczewski, Flow, Player Journey and Employee Satisfaction, Marczewski.uk,   http:/        /marczewski.me.uk/2012/...
■   Boring games or processes will not keep you engaged (duh!)■   Frustrating work processes will not keep you engaged■   ...
+2     Points, Badges, Rewarding...and the FUN?
‘Gamification’ is the future. It’s coming soon to your bank,      your gym, your job, your government and your    gynaecol...
Where is the meaning?     Cow Clicker is a Facebook game about Facebook games.     Its partly a satire, and partly a playa...
Explotitionware is the right term                 ✓ It disassociates the practice from games. This is the most important  ...
Case history e Modi d’uso
Have Fun...but don’t forget to p l ay             Community              Challenge               Capital
“Un abbonato hasempre un posto in    prima fila”. Vinci SanRemo
One leaderboardto rule them all (Kim Dotcom)
+ Beintoo
The Fun of ...going around         Discover         Measure         Challenge          Fear?
A game? A travel    guide?
Foursquare COPS  vs cheating
Stay motivated?
ZOMBIERUN!Stay motivated!
(Gamifying) the   waiting...
Promoting  products  throughengagement
The Fun of ...watching the screen         Content promotion           Participation              Identity
Sideshow,    Quiz & HBO      Game from theCompletist or I’m                    Acquired by                       bottom / ...
Acquired byViggle for $ 25 million cash
Partnership for   50.000 checkins 60.000 comments    badges        (season premier) (season premier)
The Maesters Path is an alternate reality game which served as part of the marketing            for Game of Thrones first ...
HBO Games
#GOTDay to rally HBO Games        #GOT140                                  fan community Season 2 in    (best used for    ...
Cosplay e tweet                  #Twittaserie   contest
MYGUY ...a newDirecTV promo                   game
NETFLIX MAX on     PS3
Heroes Evvolution       (2007) 28mln video streamsin 8 weeks; 48mln pv/       7mln uv
Heineken: LiveFootball Gaming
Coke ZeroFlock to unlock   Mask Maker   Facebook Game   Deep Zoom   ...join the NSA                                       ...
MTVGamification and the  Virtue of Ethics
The Italian way of Virtue of Ethics
We need more gamers!
Grazie. www.gamejournal,it nrgiga@gmail.com  about.com/nrgiga      @nrgiga
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
The Gamification of contents - Master SNID - Politecnico di Milano
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The Gamification of contents - Master SNID - Politecnico di Milano

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My keynote on gamification prepared for the Master SNID at Politecnico di Milano (19.02.2013)

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The Gamification of contents - Master SNID - Politecnico di Milano

  1. 1. La Gamification nel mondo dei contenuti Playful practices and meaningful engagement Giovanni Caruso Milano, Master SNID, 19 febbraio 2013Muhammad Ali vs. Street Fighter - In Rue Saint-Denis, Paris, France
  2. 2. Gamification is the use of game- thinking and game mechanics in anon-game context in order to engage users and solve problems. Wikipedia.com
  3. 3. A game is a system in whichplayers engage in an artificialconflict, defined by rules, that results in a quantifiable outcome. Katie Salen, Eric Zimmerman Rules of Play, 2003
  4. 4. Gamification and Playful practices Digital media Partecipazione Alternate reality (game?)
  5. 5. MAGIC CIRLCE REAL WORLD Kicking a ball into a net Scoring a goal Johan Huizinga, Homo Ludens, A Study of the Play-Element in Culture.1955 Katie Salen, Eric Zimmerman Rules of Play, 2003
  6. 6. Jesper Juul, Half Real, 2005
  7. 7. Continuum between Ludus and Paidia Playing Rigidwith rules play Roger Caillois, I giochi e gli uomini. La maschera e la vertigine, 1958
  8. 8. Fun? (engagement)Tony Ventrice “Gamification: Framing the Discussion”, Gamasutra, 11.12.11
  9. 9. + Intrinsic Extrinsicmotivations motivations Zachary Fitz-Walter “Gamification: Thoughts and Definition in Design”, Gamasutra, 26.04.12 Brain by Sven Gabriel, from The Noun Project; Gears by abstract, from The Noun Projec
  10. 10. Growth Choice Competition Identity Story Emotion Flow FunTony Ventrice “Gamification: Framing the Discussion”, Gamasutra, 11.12.11
  11. 11. Competence Autonomy Relatedness (vs. BehaviourSteeringTech) Self-determination theory = FunRyan, R. M., & Deci, E. L. “Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being”, American Psychologist, 55(1), 68–78, 2000. Zachary Fitz-Walter “Gamification: Thoughts and Definition in Design”, Gamasutra, 26.04.12
  12. 12. Mihaly Csikszentmihalyi Flow: The Psychology of Optimal Experience, 2008Zachary Fitz-Walter “Gamification: Thoughts and Definition in Design”, Gamasutra, 26.04.12
  13. 13. Amy Jo Kim, The Player’s Journey: Designing Over Time, Amyjokim.com,http:/ /marczewski.me.uk/2012/11/30/flow-and-satisfaction/, 14.09.2012
  14. 14. Andrzej Marczewski, Flow, Player Journey and Employee Satisfaction, Marczewski.uk, http:/ /marczewski.me.uk/2012/11/30/flow-and-satisfaction/, 30.11.2012
  15. 15. ■ Boring games or processes will not keep you engaged (duh!)■ Frustrating work processes will not keep you engaged■ However, Frustrating games that are well made, can keep you coming back for more■ The journey can dip in and out of frustration and boredomThe key is to make sure the skill and challenge levels are always heading in the right direction. Andrzej Marczewski, Flow, Player Journey and Employee Satisfaction, Marczewski.uk, http:/ /marczewski.me.uk/2012/11/30/flow-and-satisfaction/, 30.11.2012
  16. 16. +2 Points, Badges, Rewarding...and the FUN?
  17. 17. ‘Gamification’ is the future. It’s coming soon to your bank, your gym, your job, your government and your gynaecologist. All human activity will be gamified. That problem being that gamification isn’t gamification at all. What we’re currently terming gamification is in fact theprocess of taking the thing that is least essential to games and representing it as the core of the experience. Points andbadges have no closer a relationship to games than they do to websites and fitness apps and loyalty cards. Gamification, as it stands, should actually be called poinstification, Games are good, points are good, but games ≠ points. Margaret Robertson Can’t play, won’t play, Hide&Seek.net, 06.10.10
  18. 18. Where is the meaning? Cow Clicker is a Facebook game about Facebook games. Its partly a satire, and partly a playable theory of todays social games, and partly an earnest example of that genre. You get a cow. You can click on it. In six hours, you can click it again. Clicking earns you clicks. You can buy custom "premium" cows through micropayments (the Cow Clicker currency is called "mooney"), and you can buy your way out of the time delay by spending it. You can publish feed stories about clicking your cow, and you can click friends cow clicks in their feed stories. Cow Clicker is Facebook games distilled to their essence.Ian Bogost “COW CLICKER: The Making of Obsession”, www.bogost.com, 21/07/2012
  19. 19. Explotitionware is the right term ✓ It disassociates the practice from games. This is the most important position of all, because it makes room for games to move into the same areas of application while giving them a natural response to the gamification The rethoric option. "What about gamification? That seems cheaper and easier." "Oh, youpower of games mean exploitationware? Its great if you dont mind swindling your customers." ✓ It connects gamification to other, better known practices of software fraud. These include malware, spyware, and adware. While some uses of - ware ✓ It kicks the fulcrum out from under gamifications lever. ✓ It allows us to situate gamification within a larger set of pernicious practices in the high-tech marketplace. These include the general practice of ✓ It opens the door for more earnest, beneficial uses of games. Ian Bogost “ Persuasive Games: Exploitationware”, Gamasutra, http:/ /www.gamasutra.com/view/ feature/134735/persuasive_games_exploitationware.php?page=1, 03/05/2011
  20. 20. Case history e Modi d’uso
  21. 21. Have Fun...but don’t forget to p l ay Community Challenge Capital
  22. 22. “Un abbonato hasempre un posto in prima fila”. Vinci SanRemo
  23. 23. One leaderboardto rule them all (Kim Dotcom)
  24. 24. + Beintoo
  25. 25. The Fun of ...going around Discover Measure Challenge Fear?
  26. 26. A game? A travel guide?
  27. 27. Foursquare COPS vs cheating
  28. 28. Stay motivated?
  29. 29. ZOMBIERUN!Stay motivated!
  30. 30. (Gamifying) the waiting...
  31. 31. Promoting products throughengagement
  32. 32. The Fun of ...watching the screen Content promotion Participation Identity
  33. 33. Sideshow, Quiz & HBO Game from theCompletist or I’m Acquired by bottom / the expert Dijit participation
  34. 34. Acquired byViggle for $ 25 million cash
  35. 35. Partnership for 50.000 checkins 60.000 comments badges (season premier) (season premier)
  36. 36. The Maesters Path is an alternate reality game which served as part of the marketing for Game of Thrones first season. It was officially launched on 28 February 2011. Contents [show]  PremiseEdit The Maesters Path is based around a website which allows fans to play a series of puzzles to unlock rewards, including previews of scenes from the TV series. The puzzles need to be solved using clues provided by HBO to the media, which are then posted on various websites, including TV review blogs and Song of Ice and Fire fan sites. The Maesters Path site places an emphasis on cooperation, with players encouraged to use social media websites like Facebook and Twitter to recruit helpers and followers, with the ability to report progress along the Path to social media accounts.HBO Games
  37. 37. HBO Games
  38. 38. #GOTDay to rally HBO Games #GOT140 fan community Season 2 in (best used for around a140characters commercials) conversation
  39. 39. Cosplay e tweet #Twittaserie contest
  40. 40. MYGUY ...a newDirecTV promo game
  41. 41. NETFLIX MAX on PS3
  42. 42. Heroes Evvolution (2007) 28mln video streamsin 8 weeks; 48mln pv/ 7mln uv
  43. 43. Heineken: LiveFootball Gaming
  44. 44. Coke ZeroFlock to unlock Mask Maker Facebook Game Deep Zoom ...join the NSA (for real)
  45. 45. MTVGamification and the Virtue of Ethics
  46. 46. The Italian way of Virtue of Ethics
  47. 47. We need more gamers!
  48. 48. Grazie. www.gamejournal,it nrgiga@gmail.com about.com/nrgiga @nrgiga

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