Intro to (psychology of) gamification

Edvin Aedma

Playtest Games & Marketing

Topics covered

• What is playing (in evolutional/psy sense)• What is gamification• How to use it• How it has been used (success stories)• Engagement• Loyalty• Virality

Background

• Semiotics/anthropology/art • 10+ indie game projects• University of Tartu “Commercial Videogames Design & Development”• Game design, gamification & marketing• Interests: games, creativity, neurology, psychology,

sociology, systems theory

What is a game? What is playing?

What is playing?

• Game = simplified model of a situation or a problem

• Playing = pleasant learning/problem solving, using models (games)

• If learning/problemsolving is done publicly or with others, it becomes competition

Why playing is good for you

http://www.mdhilwan.com/2012/01/we-can-never-be-sure-of-anything-the-fickle-minded-syndrome/

Why playing is good for you

• When you are using models, it’s okay to take risks

• Taking risks allows you to be creative• Using creativity = individuality + FUN• If learning/problemsolving is done publicly or

with others, it becomes competition• Competition is a motivation method

What is Gamification

http://lithosphere.lithium.com/t5/Lithium-s-View/My-Chapter-on-Gamification-From-Behavior-Model-to-Business/ba-p/33995

What is Gamification

• Using game psychology to improve the quality on nongame products, services or activities.

• Strongly related to User Experience (UX), User Interface (UI), marketing.

• Qualities to be improved:

1. General likeability & aesthetics2. Engagement (the “sucking in” effect)3. Loyalty 4. Virality5. Why not addiction

Eurovision?

http://www.pictures19.com/wp-content/pictures/2012/05/eurovision-2012-stage.jpg

And twelve points go to…

http://www.euronews.com/2012/05/21/eurovision-the-great-voting-conspiracy/

Game mechanics of Eurovision

• Eurovision = Gamified Song Contest• Competition• Progress visualized by points• Status visualized by position in the score table• Possibility to predict

Overview of standard gamification methods

• (Clearly) visualized progress• Instant/fast feedback• Progress factors are quantified and listed• Points (units of progress)• Achievements (levels of progress)

What is behind these methods?

• Progress as the core program of life• Competition • “Instinct” to gather (progress of quantity )

http://1funny.com/squirrel-stash/

Engagement

• Interactivity= engagement• Wish to participate• Is a wish to make choises• Is a wish to express individuality• Is the wish to be oneself.

optimal engagement intensity

for more info see Csikszentmihalyi & flow

What is Taskrabbit?

www.taskrabbit.com

Engagement methods:

•Scoretable•Points•Level system

www.taskrabbit.com

Additional motivational Methods:

•Fast feedback•Motivational gifts

www.taskrabbit.com

What Taskrabbit profile is about?

•Progress is clearly visible•Achievements are saved•Reputation in the community and for clients

Community

http://www.abjecthubris.com/images/blizzconneogaf01.jpg

Why do you need it? What is it good for?

http://eu.media1.battle.net/cms/gallery/JZOQU3LQABTI1338481743427.jpg

Methods of creating/building communities:(in addition to basics like shared goals etc)

•Competitions•Teams•Events•Shared benefits•Symbols•Intra-community gifts

http://www.wallpapergate.com/data/media/246/A-Team_012.jpg

Foursquare

•Engaging•Viral•Useful•Social

http://www.yodisphere.com/2010/06/multi-level-marketing-mlm-pyramiding.html

Gamifying Altruism:

Achievements

•Over 100 biomedical research papers published thanks to the calculations (relevant to cancer, Alzheimer, etc)•Helped the cloud computing revolution• Currently areound 500’000 users•2007 the cloudsystem speed reached 1petaflops/second (the fastest super computer was ~4x slower)

Comparison: For 1Petaflops you would need 2 million IPads , which would be a 18 800 meters high tower with a total cost of 1 billiard USD

Community= Virality

Pyramid marketing: the dark side of virality

Is it possible to use It ethically?

What about these?•Oriflame•Tupperware•AmWay

http://regolish.blogspot.com/2012/03/cashing-in.html

Nondigital gamification

Consumer games

http://www.mrsbingo.com/mecca-bingo-launch-online-bingo-bonus-points-program/

http://www.mydiscountdirect.co.uk

Buy two vibrators and get the 3rd free!

Traditional Martial Arts

Color-coded belts• Visualised progress• Visualised achievement• Visualised status

http://en.wikipedia.org/wiki/File:Obi-goky%C5%AB.jpg

Summary: Engagement• Visualised progress• Fast feedback• Progress factors are quantified and listed• Points for desired behavior• Progress middle and final goals are

achievements• Status & competition• Collecting• Chance, prediction and challenge

Summary: Loyalty

• Quality (includes continuous engagement)• Community (me > us)• Individual competition• Team competition (metacompetition)• Gifts• Community events• Community symbols

Summary: Virality

• Quality (incl engagement and loyalty)• Easyness of sharing (note: sample texts)• Motivation for sharing - in addition to other

motivational methods (eg Cialdini): A) Emotional connection B) Practical value

Questions?

Contact

• Edvin.aedma@gmail.com• Google, Facebook, linkedIn etc