This document discusses how gamification can be designed and implemented responsibly by considering its impact on users and their environment. It provides examples of how gamification has been used to influence learning, work activities, habits and lifestyle. However, it stresses that gamification designers must take into account how their systems may affect users' social roles and relationships, as well as their surrounding communities and environment. It advocates for an ethical approach to gamification design that strengthens individuals' and societies' potential in a manner consistent with their values.

1. Gamifica'on Social Responsibility
by SoInterac've

2. Małgorzata Kendziorek
Consul'ng Solu'ons Manager
Katarzyna Kałwak
Crea've Director
bussiness
creation
Katarzyna Korecka
Junior Researcher &
Documentalist
research

3. Gamifica'on is
user-centric.

4. … and they have a full spectrum of
gamifica'on mechanics to achieve
that.
badges team challengesawards leaderboardslevels
Gamifica'on designers are focused
on users’ ac'vi'es, feelings and
their individual progresses…

5. Gamifica'on tools change user’s
behaviors, such as:
learning
work
ac'vi'es
habits
lifestyle

6. FMCG leader — an example for learning

7. GAMIFICATION MECHANICS
levels
leaderboards
educa'onal tasks
worlds
user profile
individual reputa'on

8. How gamifica'on influences
on learning?
• Storytelling that encourages users to
expand their knowledge
• Educa'onal tasks in a form of
immersive games
• A leaderboard to strengthen the
rivalry between the players
• Knowledge base — a place to check
any necessary informa'on (needed
to solve the tasks)

9. SoTower — an example for work ac'vi'es

10. gamification mechanics
individual reputa'on
user profile
levels
trophies

11. • Increasing employees engagement
• Defining clear goals
• Support the rivalry by public
visualiza'on of employee’s
achievements
• BeQer iden'fica'on with company’s
values and rules
• Healthy compe''on: user’s progress
at work is visible for his colleagues
How gamifica'on influences on
work ac'vi'es?

12. ActGood — an example for habits

13. leaderboards badges
individual reputa'on
ranks

14. • Encourage people to type their
deeds
• The best posts were
appreciated by hearts
• Mechanics similar to Advent
Calendar — each day reveals a
new good deed
• Compe''on that supports a
good will
How gamifica'on influences
on habits?

15. JetBlue — an example for lifestyle

17. • Traveling around the world and
building user’s status as an
explorer
• Sharing travel badges in a form
of virtual achievements
• Invi'ng friends to True Blue
program
• Expending an interac've map of
flights
How gamifica'on influences
on lifestyle?

18. But gamifica'on does a lot more than that.

19. We can’t design gamifica'on
projects without a wider context
Each user has some social roles — he is a
part of various social circles and he is also a
ci'zen of the Earth.

20. Gamifica'on influences on
user’s surroundings:
neighborhood social groupsnatural environment

21. One must feel responsible for the change as well as the
results when using Gamifica2on.
Bernardo Crespo Velasco
Digital Transforma'on Leader
@DIVISADERO

22. Gamifica'on influences not only on behaviors, gamifica'on creates
short- and long-term results and affects user’s environment.

23. Gabe Zicherman’s code of gamifica'on ethics
& our exper'se confirm that.

24. 1. I will strive to design systems
that help individuals,
organiza'ons and socie'es
achieve their true poten'al, ac'ng
consistently with their values and
enlightened interest.
The Code of Gamifica'on Ethics
By Gabe Zichermann

25. 2. I will not obfuscate the use
of game mechanics with intent
to deceive users about the
purpose or objec'ves of the
system.
The Code of Gamifica'on Ethics
By Gabe Zichermann

26. 3. Where prac'cal by law and
contract, I will make an effort to
share what I’ve learned about
mo'va'ng behavior with the
community so that others may
leverage this understanding to
advance society and the state
of the art.
The Code of Gamifica'on Ethics
By Gabe Zichermann

27. Conclusion: We can’t focus only on an individual user.

28. So, how good gamifica'on should look like?

29. Let’s start with our case, strongly connected
with work environment:

30. Imagine…
• call center employees that sell financial
services
• in a highly result-targeted
environment
• with a strong rivalry between them
• and compe''ve a_tude (both: work &
private life)
• also there is a tendency to cri'cize
• and dominate peaceful people by
charisma'c employees

31. Possible consequences of bad-
designed gamifica'on may:
• support nega've behaviors and
cause team conflicts
• decrease employee turnover rate
• influence on nega've atmosphere
and „rat race” a_tude
• create emo'onal overload

32. • we suggested to use educa'onal duels with
randomly chosen people — to avoid
unhealthy rivalry that decreases self esteem.
• we put an accent on posi've behaviors (nice
talk with a client, sugges'ng new ideas, etc.)
— to appreciate someone publicly.
Our solu'on

33. • we also reduced bad and disrup've
ways of mo'va'ng employees and
focused on fast iden'fica'on on
individual strong competences to
iden'fy employee that he can find his
place in a team.
Our solu'on

34. We believe that a nega've mind will never give you a posi've
life. That’s why our mechanics strengthen the best skills and
posi've a_tude to work.
Lead Master
Party Starter
The Best Invoice
Problem Solver
Fast and Furious

35. Next case. Voluntary spirit and
gamifica'on… Together?

36. Imagine a company…
… that sells sodware. 100 employees
— developers, project managers,
graphic designers. How to encourage
them to take part in voluntary ac'on
for kids?

37. Possible consequences of bad
gamifica'on…
• lack of engagement
• clear goal is missing
• too much gamifica'on
mechanics (annoying, disturbing)
• not clear rules cause confusion

38. … and good gamifica'on
• employees (players) are divided by
teams
• no oppressive mechanics
• individual success = team success
• team iden'ty supported by emblems
• common goal described by clear rules

39. Let’s see how it worked and
what we achieved:

41. Gamifica'on influences not only on behaviors,
gamifica'on creates short- and long-term
results and affects user’s environment.

42. Thank you for your aen'on!
/sointeractive
@SoInteractive
/sointeractive