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Gamification: Will It Yield An Epic Win?
The document discusses the concept of gamification and whether it can yield successful outcomes. It explores how game mechanics can be used to encourage engagement in activities that may otherwise be boring. It also examines key aspects of gamification including game design, player motivation, and ensuring the activity is actually fun rather than just points-driven. The document provides recommendations for gamification projects, emphasizing the importance of understanding user needs and intrinsic rather than just extrinsic rewards.
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Gamification: Will It Yield An Epic Win?
- 1. GAMIFICATION WILL IT YIELD AN EPIC WIN? Dr Paul Coulton Wednesday, 8 June 2011
- 2. GAMIFICATION WILL IT YIELD AN EPIC WIN? Dr Paul Coulton Wednesday, 8 June 2011
- 3. GAMIFICATION ? Wednesday, 8June 2011
- 4. Use of game mechanics to encourage engagement in an activity that otherwise might be considered a chore or boring GAMIFICATION ? Wednesday, 8 June 2011
- 5. Use of game Encouraging certain mechanics to user behaviour encourage using Games as a engagement in an Lens activity that otherwise might be considered a chore or boring GAMIFICATION ? Wednesday, 8 June 2011
- 6. TWO TRIBES? Game Designers Vs Game Based Marketers Wednesday, 8 June 2011
- 7. GAMFICATION CONTINUUM Wednesday, 8June 2011
- 8. GAMFICATION CONTINUUM Wednesday, 8June 2011
- 9. GAMFICATION CONTINUUM Wednesday, 8June 2011
- 10. GAMFICATION CONTINUUM Wednesday, 8June 2011
- 11. GAMFICATION CONTINUUM Wednesday, 8June 2011
- 12. GAMFICATION CONTINUUM Wednesday, 8June 2011
- 13. To play agame is to engage in activity directed towards bringing about a specific state of affairs, using only means permitted by rules, where the rules prohibit more efficient in favour of less efficient means, and where such rules are accepted just because they make possible such activity…playing a game is the voluntary attempt to overcome unnecessary obstacles.” WHAT ARE GAMES? Wednesday, 8 June 2011
- 14. WHATS IS A GAME MECHANIC? “Game mechanics are rule based systems / simulations that facilitate and encourage a user to explore and learn the properties of their possibility space through the use of feedback mechanisms” Wednesday, 8 June 2011
- 15. HIGH SATISFACTION PERFORMANCE PAYOFFS DELIGHTERS Not required but when added brings value NEUTRAL ZONE FULLY NOT (OR POORLY) IMPLEMENTED IMPLEMENTED BASIC NEEDS Only noticed if missing LOW SATISFACTION KANO MODEL Wednesday, 8 June 2011
- 16. HIGH SATISFACTION PERFORMANCE PAYOFFS DELIGHTERS Not required but when added brings value NEUTRAL ZONE FULLY NOT (OR POORLY) IMPLEMENTED IMPLEMENTED BASIC NEEDS Only noticed if missing LOW SATISFACTION KANO MODEL Wednesday, 8 June 2011
- 17. Acting Killers Acheivers Approximately 25% of players Killers Acheivers Players World Socialisers Explorers Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Wednesday, 8 June 2011
- 18. Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World Socialisers Explorers Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Wednesday, 8 June 2011
- 19. Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World Socialisers Explorers like to fully explore game world and its limits Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Wednesday, 8 June 2011
- 20. Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Wednesday, 8 June 2011
- 21. Acting Killers Acheivers Approximately 25% of players Like to impose main goals points themselves on others gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Wednesday, 8 June 2011
- 22. Acting Killers Acheivers Approximately 25% of players Like to impose main goals points themselves on others gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Wednesday, 8 June 2011
- 23. PossibiltyNaches Humour Purification Mark LeBlanc Gifting Surprise Expression Schadenfreude Discovery Masochism Thrill Sensation Anticipation Fellowship Wonder Nuturing Challenge Fantasy DestructionFiero Narrative Jesse Schell MISSING MOTIVATIONS Wednesday, 8 June 2011
- 24. HARD FUN EASY FUN Fiero Curiosity N O M I AS AT THERE ARE IN TE AG RY IM Uncertainty Obstacles Nicole Lazzaro ALL TYPES ity St tiv ra te a re gy C Detail OF FUN! Goals Emotion<Choice<Mechanic>Choice>Emotion Player Interaction Stimulation NPC Interaction e iz Pr al ac on Rhythm tic rs e Pe S IP SH VA N L O U TI ES LA RE SERIOUS PEOPLE FUN FUN Amusement Relaxation Wednesday, 8 June 2011
- 25. Self Reward Status Achievements Competition Altruism Expression EPIC WIN WIN WIN Points WIN EPIC WIN WIN Levels WIN EPIC WIN WIN WIN Challenges WIN Virtual WIN WIN EPIC WIN WIN Goods Leader WIN WIN EPIC WIN Boards EPIC WIN WIN WIN Gifting WIN GAMIFIERS HANDBOOK Wednesday, 8 June 2011
- 26. IS IT REALLY NEW? Wednesday, 8 June 2011
- 27. IS IT REALLY NEW? Wednesday, 8 June 2011
- 28. Amy Jo Kim Onboarding Newbies GAMIFICATION LOOP Wednesday, 8 June 2011
- 29. Outcome of Conditioning Increase Reduce Behaviour Behaviour Positive Positive Response Cost Reinforcement Stimulus (add stimulus) (remove stimulus) Negative Negative Punishment Reinforcement Stimulus (remove stimulus) (add stimulus) OPERANT CONDITIONING Wednesday, 8 June 2011
- 30. REINFORCEMENT SCHEDULES Wednesday, 8June 2011
- 31. Fixed Interval User gets points every time they login REINFORCEMENT SCHEDULES Wednesday, 8 June 2011
- 32. Variable Interval Fixed Interval User gets points every time they login 10-15 games REINFORCEMENT SCHEDULES Wednesday, 8 June 2011
- 33. Variable Ratio Fixed Interval Fixed Interval User gets points every User gets trophy after winning 50 games time they login 10-15 games REINFORCEMENT SCHEDULES Wednesday, 8 June 2011
- 34. ContinuousIntervalRatio Variable Fixed Fixed Ratio Fixed Interval User gets points every User gets trophy after time they games winning 50 games time they login 10-15 check-in REINFORCEMENT SCHEDULES Wednesday, 8 June 2011
- 35. Variable Ratio ContinuousIntervalRatio Variable Fixed Fixed Ratio Fixed Interval On average every 3 User gets points every User gets trophy after games user gets some time they games winning 50 games time they login 10-15 check-in points REINFORCEMENT SCHEDULES Wednesday, 8 June 2011
- 36. 20 15 Time in Seconds 10 5 0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating! Wednesday, 8 June 2011
- 37. 20 InfoBucks Virtual Coffe Shop 15 Time in Seconds 10 5 InfoBucks Virtual Coffe Shop 0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating! Wednesday, 8 June 2011
- 38. Ebbinghaus Illusion SIZE MATTERS! Wednesday, 8 June 2011
- 39. Ebbinghaus Illusion SIZE MATTERS! Wednesday, 8 June 2011
- 40. Ebbinghaus Illusion SIZE MATTERS! Wednesday, 8 June 2011
- 41. Heidegger ENFRAMING & TIME CRUSH Enframing in that they take a concept and formalise it with a particular apparatus and excerpt time crush. Wednesday, 8 June 2011
- 42. FLAVOURS OF GAMIFICATION Badgification: the boy scout reward Wednesday, 8 June 2011
- 43. MINDING THE GAPS Completing the missing elements of a set is strong motivator for many people and is the basis of what many of these systems try to exploit Wednesday, 8 June 2011
- 44. FLAVOURS OF GAMIFICATION Pointsification: Accumulate points for repeated activity. Wednesday, 8 June 2011
- 45. BADGES AND POINTS ARE FEEDBACK Most implementations of badges and points reward repetition not achievements Wednesday, 8 June 2011
- 46. BADGES AND POINTS ARE FEEDBACK Most implementations of badges and points reward repetition not achievements Wednesday, 8 June 2011
- 47. Challenge ie ty A nx l ow F d om e B or Abilities Csikszentmihalyi New Player Design Mechanic Learns Grokked PROGRESSIVE GROKKING “Playing video games is fun because it provides experiences of competence, self-efficacy, mastery” - Ralph Koster Wednesday, 8 June 2011
- 48. Long Term Short Term Intrinsic Extrinsic Autonomy Mastery Love Fun Meaning Power Group Identity > Points Badges Leader Boards Rewards Levels Punishments MOTIVATIONS Wednesday, 8 June 2011
- 49. r ye Pla er lay gle iP Sin lt Mu Maslow’s Hierarchy of Needs CO-OP VS DEATH MATCH Wednesday, 8 June 2011
- 50. ME o n la ti n Is o ti o r a b e L i i ty C o fo rm on C WE DEKOVEN’S CO-LIBERATION Wednesday, 8 June 2011
- 51. ALL GAMES AREN’T FUN “Asking me which Elf Bowling 1 or 2 is better is like me asking you if you'd rather eat a spoonful of rat turds or hamster turds” IGN Review 2005 Wednesday, 8 June 2011
- 52. “Games are notfun ALL GAMES because they‘re games, but when AREN’T FUN they are well- “Asking me which Elf Bowling 1 or 2 is better is like me asking you if designed”- Sebastian you'd rather eat a spoonful of rat turds or hamster turds” IGN Deterding Review 2005 Wednesday, 8 June 2011
- 53. WHERES THE FUN? Wednesday,8 June 2011
- 54. Fun is a means not the end WHERES THE FUN? Wednesday, 8 June 2011
- 55. WHATS MY MOTIVATION? “Game elements aren't the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” - Will Wright Wednesday, 8 June 2011
- 56. WHATS MY MOTIVATION? “Game elements aren't the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” - Will Wright Wednesday, 8 June 2011
- 57. WHATS MY MOTIVATION? “Game elements aren't the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” - Will Wright Wednesday, 8 June 2011
- 58. GLITCHES IN THEMATRIX Games get gamed! Wednesday, 8 June 2011
- 59. RECOMMENDATIONS • Gamification does not necessarily mean you make a game • Ask yourself what do I want to achieve? then decide is gamification the answer. • Is there a skill to be learned? If not Gamification wont help • Try to ensure you provide intrinsic rather than extrinsic rewards. Make sure the game is meaningful to the players. • Make sure you understand your players before you create the game. Make it appropriate for the audience. • Don’t over emphasise operant conditioning your brand will often stick if the game is fun enough. • Discuss ideas with game designers as well as game based marketers if you really want to make a game. • Make sure you know what you’ll end up revealing. Wednesday, 8 June 2011
- 60. GAME OVER Congratulations you just unlocked @mysticmobiles gamification badge Wednesday, 8 June 2011