Gamification Session barcamp Hamburg 2011

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Badges hier, Punkte sammeln da, die gesamte Onlinewelt wird "spielifiziert".

Ist das mal wieder nur so eine billige Marketingmasche um User mit Psychotricks zu überlisten noch mehr Produkte zu kaufen die sie gar nicht haben wollen, oder bringt das Hype Thema auch Positives mit sich?

Meine Session auf dem Barcamp Hamburg 2011 handelte von Sinn und Unsinn von Gamification

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Gamification Session barcamp Hamburg 2011

  1. 1. GAMIFICATION SINN ODER UNSINN?EINE KRITISCHE BETRACHTUNG VON GAME DESIGN IM NICHT-GAME-UMFELD – Philipp Gonzales-Scheller (@philippgonzales) barcamp Hamburg 2011, OTTO 11. November 2011
  2. 2. Lösung Funktion6 3 Einsatz Optionen 5 Meinungen 2 4 Definition 1
  3. 3. Definition – 1.1Was ist eigentlich Gamification? 1
  4. 4. GA - MI - FI - CA - TION„integrating game dynamics intoyour site, service, community orcampaign to drive participation“ ( )
  5. 5. „Gamification is the use of game design elements in non-game contexts“WISSENSCHAFTLICHE DEFINITION
  6. 6. Definition – 1.2Und was ist es nicht? 1
  7. 7. Einsatz – 2.1 Wo wird dasbereits eingesetzt? 2
  8. 8. SPORT: Nike+
  9. 9. FOOD: foodzy
  10. 10. FINANCE: mint.com
  11. 11. EDUCATION: Tutpup
  12. 12. SHOPPING: shopkick
  13. 13. WORK: salesforce
  14. 14. GOVERNMENT: digitalkoot
  15. 15. BADGES LEADER- POINTS BOARD – – – Belohnung, Tracking, Status Competition, Feedback ComparisonLBS: foursquare
  16. 16. LBS: SCVNGR
  17. 17. BANDITEN
  18. 18. MAL EIN PAAR ZAHLEN ZUGAMIFICATION -
  19. 19. Spending#on#Social#Media#Marke;ng#and#Gamifica;on#(inbillions) $10# SocialMediaMarke-ng $9# Gamifica-on $8# $7# $6# $5# $4# 31% $3# 23% $2# 10% 16% $1# 3% 5% 6% $0# 2010# 2011# 2012# 2013# 2014# 2015# 2016# Source:M2Research
  20. 20. GARTNER HYPE CYCLE 2011
  21. 21. Funktion – 3 Warumfunktioniert das? 3
  22. 22. ANBIETER
  23. 23. REWARDS
  24. 24. REWARDS
  25. 25. „When we are repeatedly offeredextrinsic motivators, we come to find thetask or behaviour for which we are ALFIE KOHN rewarded less – appealing in itself Punishedthan we did before.“ by Rewards
  26. 26. „Thereafter our intrinsic motivation having shrunk, we are less likely toengage in the activity unless offered an inducement for doing so. ALFIE KOHN – After a while, we Punished appear to be by Rewards responsive to rewards“
  27. 27. „Fun is just another word for learning“ RAPH KOSTER – A Theory of fun for Game Design
  28. 28. „Fun from games arises out ofmastery. It arises outof comprehension. It is the act of solving puzzles that makes RAPH KOSTER games fun. With – games, learning is A Theory of the drug.“ fun for Game Design
  29. 29. „Fun is just another word for learning,through interesting RAPH challenges“ KOSTER – A Theory of fun for Game Design
  30. 30. ZIELE...
  31. 31. + REGELN...
  32. 32. = INTERESSANTE HERAUSFORDERUNG
  33. 33. + FEEDBACK
  34. 34. = ERFAHRUNG VON MEISTERSCHAFT
  35. 35. KOMPETENZ – MEISTER- SCHAFT ERLANGEN BEZOGEN- AUTONOMIE HEIT – – GEGEN- FREIWILLIG SEITIGE AKTIV UNTERSTÜTZ WERDEN UNGINTRINSISCHE BEDÜRFNISSE
  36. 36. BEDÜRFNISSE VS GAME MECHANICS
  37. 37. BARTLE‘S PLAYER TYPES
  38. 38. P.E.N.S. – PLAYER EXPERIENCE OF NEEDSATISFACTION
  39. 39. MIHALI CSIKSZENTMIHALY: FLOW
  40. 40. MEINUNGEN – 4Wer hat welche Haltung zuGamification? 4
  41. 41. „Gamification is marketing bullshit, invented by consultants... ...The rhetorical power of theword "gamification" is enormous, and it does precisely what thebullshitters want: it takes games—a mysterious, magical, powerful medium that has captured theattention of millions of people... ...Indeed, the very point of IANgamification is to make the sale BOGOST as easy as possible... – ...Ive suggested the term „Gamification "exploitationware" as a more is Bullshitaccurate name for gamifications true purpose“
  42. 42. „Do people not dosomething because theyare not able to? - thenincrease ease of use.Do people not do itbecause they have no freetime? - then work on that. SEBASTIAN DETERDINGOnly if motivation is the –issue can gamification be a Forscher[legitimate] way [of am Hans-influencing behaviour]“ Bredow- Institut
  43. 43. „Games are the only force in the knownuniverse that can get people to takeactions against their self-interest, in a GABE predictable way, ZICHERMAN –without using force“ Game based Marketing
  44. 44. OPTIONEN – 5 Und was bedeutet das jetzt für uns?5
  45. 45. AGENTUREN –UNTER- ENTWICKLERNEHMEN – –
  46. 46. Regel #1 KNOW WHO IS PLAYING DESIGN FOR THEIR SOCIAL STYLEAMY JO KIM: 7 CORE CONCEPTS
  47. 47. Regel #2 BUILD A SYSTEM THAT IS EASY TO LEARN AND HARD TO MASTERAMY JO KIM: 7 CORE CONCEPTS
  48. 48. Regel #3 BUILD FUN PLEASURE SATISFACTION INTO YOUR CORE ACTIVITIY LOOPAMY JO KIM: 7 CORE CONCEPTS
  49. 49. Regel #4 USE PROGRESS MECHANICS TO „LIGHT THE WAY“ TOWARDS LEARNING AND MASTERYAMY JO KIM: 7 CORE CONCEPTS
  50. 50. Regel #5 DESIGN FOR ONBOARDING HABIT-BUILDING ELDER GAMEAMY JO KIM: 7 CORE CONCEPTS
  51. 51. Regel #6 AS PLAYERS PROGRESS, UNLOCK GREATER CHALLENGES, CUSTOMIZATION AND PRIVILEGESAMY JO KIM: 7 CORE CONCEPTS
  52. 52. Regel #7 GIVE PLAYERS REAL POWER VIA STATS VOTING EARNED ROLES AND CROWD SOURCINGAMY JO KIM: 7 CORE CONCEPTS
  53. 53. LÖSUNG – 6 Was ist jetzt die Antwort?6
  54. 54. DANKE! – @philippgonzalesphilipp@philippgonzales .com www.philippgonzales.com

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