Post on 18-Oct-2014
description
Gamification: A playful future?
What is Gamification?
FacebookFacebookFacebookFacebookFacebookFacebookGamification?
Badges
Points
High-Score
Airline-Miles Levels
Engagement
Loyalty
FacebookFacebookFacebookFacebookFacebookFacebookGamification is:
...the use of elements of game design in non-game contexts.*
*Source: Deterding et. Al „Gamification: Toward a definition“; 2011
FacebookFacebookFacebookFacebookFacebookFacebookso...
...the use of elements of game design in non-game contexts.
→ this means, let's just make a game out of it?
FacebookFacebookFacebookFacebookFacebookFacebookGamification: how it works
...the use of elements of game design in non-game contexts.
→ this means, let's just make a game out of it?
Not quite. It means to apply motivational or feedback techniques that have proven to be useful within games to a 'serious (non-game)
context'.
Why should you care?
FacebookFacebookFacebookFacebookFacebookFacebookThe potential of games
Aren't digital games a small niche product?
The retail revenue for the U.S. video games industry reached $ 13.22 billion in 2012*!
*Source: http://www.statista.com/statistics/201093/revenue-of-the-us-video-game-industry/** Source: http://www.boxofficemojo.com/yearly/
The total gross of yearly box office in 2012 was roughly 11 billion.**
Is this a represantative comparison?- Probably not.
Is the video game market a small niche market?- Surely not!
FacebookFacebookFacebookFacebookFacebookFacebookAren't games for kids?
The average (casual) gamer is:
- 39 years old- 46% are female- 510 million play on social networks- 14% play >1h/day (at work)
*Source: http://www.socialnomics.net/2012/01/20/social-gaming-infographic-81-million-play-each-day-more-stats/Photo: Wilhelm Joys Andersen
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: I
Games give clear objectives.
Source: http://de.wikipedia.org/w/index.php?title=Datei:Tetrisgb.jpg&filetimestamp=20090907191647
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: II
Games give the player instant feedback.Source: http://www.computerbild.de/fotos/Super-Mario-Galaxy-2-Allgemeine-Tipps-5381209.html
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: III
Games reward. Source: http://nightmaremode.net/wp-content/uploads/2012/04/level-up.jpg
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: IV
Games are an interactive experience.
Source: http://www.phonestory.org/
FacebookFacebookFacebookFacebookFacebookFacebookWhat games do: V
Games give the player a safe space to experiment.
Source: http://iphone.appstorm.net/reviews/games-reviews/minecraft-pocket-edition-updated/
FacebookFacebookFacebookFacebookFacebookFacebookWhat games are good at:
Games motivate – a game situation is an invitation to interact.
FacebookFacebookFacebookFacebookFacebookFacebookThe goals of gamification
- Gamification improves engagement- Gamification drives participation- Gamification reduces barriers- Gamification is good at breaking down complex tasks into small bits
Gamification gives clear objectives – this drives engagement – engagement increases reach – more reach means more attention!
FacebookFacebookFacebookFacebookFacebookFacebookGamification – the potential:
Gigya Study: Through gamification Pepsi, Nike und Dell could boost interaction on their sites by 29%*.
Some numbers:
- commenting +13%- sharing to Twitter, FB and other social networks +22%- content discovery +68%
Source: http://venturebeat.com/2013/03/26/billions-of-online-user-actions-say-gamification-increases-site-engagement-29/
FacebookFacebookFacebookFacebookFacebookFacebookGamification: In a nutshellBoring stuff becomes more interesting by:
- users have clear goals
- implementing made up (fun) rules
- instant feedback for activities Clear objectives + instant. Feedback = more Engagement, lower bounce rate
- personal progress: comprehensible, bragging-rights, shareable Users experience self-efficacy
Photo: Christoph Voglbauer
Basic gamificationmechanics
FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics I
points = instant feedback
FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics II
Badges = Reward, clear goals
FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics III
Highscores = Competition, bragging rights
FacebookFacebookFacebookFacebookFacebookFacebookGamification mechanics IV
optional = epic background story
FacebookFacebookFacebookFacebookFacebookFacebookGamification: A success story
Which successful social media service features gamification mechanics that one would not expect?
FacebookFacebookFacebookFacebookFacebookFacebookGamification: A success story
Goal: Facebook needs as much fresh content as often as possible.
Task: Connect and Network with friends!
Instant Feedback: Likes, comments, shares
Points: likes, friends, followers, talking about
Social status = can be represented
FacebookFacebookFacebookFacebookFacebookFacebookAn approach to gamifying things:
If task 'XYZ' was a game,
WHAT'S BAD ABOUT IT(read: WHY DOES IT SUCK)
AND HOW COULD IT BE FUN?
FacebookFacebookFacebookFacebookFacebookFacebookRisks and obstacles
- Cost: Good design and execution takes time and money.
- Extrinsic motivation can hurt intrinsic motivation in the long run.--> when users are 'payed' to do something they are less likely to voluntarily perform the same task afterwards*
- Quizzes? *yawn*
See e.g. Scott Nicholson: Meaningful Gamification: http://scottnicholson.com/pubs/meaningfulframework.pdf
FacebookFacebookFacebookFacebookFacebookFacebookSerious Game
Serious Games = Games that were developed with the objective to convey different topics through a game to the player.
This games are especially designed to have a defined impact on the 'real world'.
Not really gamification, but partly similiar ambitions.
Gamification: Some examples
ARTigo
Source: Ludwig-Maximilians-Universität München / ARTigo
Image Tagging:
Players describepieces of art through tags
same tags as other player= more points
Highscores
Epic Win
Source: epic Win
To-DOs as a RPG
- Appointments become quests
- completed quests grant improvements to the character's attributes
- the players character ventures along a path, finds items
- instant feedback, clear goals, bragging rights, rewards consistency
Fitness
Source: https://www.zombiesrungame.com/
Virtual zombies as personal trainers
Zombies, Run!
Source: https://www.zombiesrungame.com/
- working out through missions
- For extra fitness players are chased by zombies
- players build their own base
- working out becomes more interesting through an epic background story
Memrise
Source: http://www.memrise.com/
Learn languages:
- words and phrases become plants
- players water these plants through practicing the words and phrases
- The player's garden grows: clear goals - instant feedback representable progress
- Facebook integration for extra social motivation
Alternative Öffentlichkeiten gewinnen?Emergency-Response
- During superstorm „Sandy“
- Call for aid and donations
- management of volunteers
- flow of information through social media
- People want to help, but don't know where and how to start. The Red Cross shows how.
- self-efficacy
Source: American Red Cross
Political context I
Source: http://gamethenews.net/
Games as an expressive tool
Game the news
Source: http://gamethenews.net/
Games as an expressive tool
- current news can be experienced (and possibly better understood) through playing games.
- Players experience e.g. the complexity of the situation in Syria or the inhuman workload and conditions of uzbeki child laborers
Political context II
Source: http://www.newsgaming.com/games/index12.htm
Games as an expressive tool
September 12th
Source: http://www.newsgaming.com/games/index12.htm
A game as a statement
- Violence breeds more violence
- players launch rockets at a village and try to kill terrorists
- sooner or later the rocket kills civilians, creating more terrorists
- the game goes on indefinitely
Political context III
Source: http://www.tiltfactor.org/profit-seed
Games as an expressive tool
Profit Seed
Source: http://www.tiltfactor.org/profit-seed
The power of the corporation
- The corporation's protected seeds are everywhere
- So are the corporation's lawyers
- The game demonstrates how difficult a farmer's life is who wants to use their own seeds.
Political context IV
Source: http://www.idfblog.com/
Using gamification in apolemic
Israeli Defense Blog
Source: http://www.idfblog.com/
Gamifying the IDF's pointof view
- User become a part of the virtual army
- Engagement on the IDF Blog is improved
- Goals of campaign = Goals of the gamification
- Ranks achieve military user
Drop Reality
Source: https://realitydrop.org/
Goal: Destroy myths about climate change
- The internet should be flooded with the campaign's point of view
- The problem 'Climate change – how can I help?' is broken down
- User gets easy point of entry
- Entering the discussion through copy-paste → Drop Reality; a „Weltanschauung“ is spread
FacebookFacebookFacebookFacebookFacebookFacebookGamification examples
- an additional channel in a campaign's media mix: e.g. Israeli Defense Blog Gamification, Drop Reality
- crowdsourcing: e.g. ARTigo, Fold it, Re-captcha
- productivity tool: z.B. Epic Win, Toshl Finance
- boost interaction: Nike+, Get Glue, Foursquare
- Health: Super Better, MySugr
Mag. Vincent Tschaiknervt@digitalaffairs.at | +43 664 22 62 486
@vvolumefacebook.com/vincenttschaikner
at.linkedin.com/in/vincenttschaikner/
Contact