GAMIFICAT

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“The infusion of game mechanics, game design techniques and game style into non-game applications f.x. websites, urban landscapes & native apps to make them more fun and engaging.”

http://gamification.org/

WHAT IS GAMIFICATION?

“The suburbs in France and elsewhere are not built for living but for playing, either with cars or bikes or with your own body as a game character.” The building jumpers are players of today’s lives.

[THE LUDIC SOCIETY: “READY PLAYED” VIDEO INSTALLATION]

URBAN HACK ATTACK (PACMAN)

GAMIFICAT

ION

“Elements from the game world as scoring, tagging and rating is deliberately used in all sorts of contexts to engage people to make them curious and committed to move forward, learn, solve problems, achieve results and compete with each other.”

Spaceinvaders, Kunsthallen Nikolaj

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GAMIFICAT

ION

“By taking advantage of man's psychological disposition to participate in games, giving people virtual money, or by handing out stars can gamification encourage people to perform tasks, they usually regard as tedious as filling out questionnaires and tax returns or memorize.”

“Spaceinvaders”, Kunsthallen Nikolaj, 2011

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GAMES FOR MARKETING & CRMG R A N D T H E F T A U T O ( F R E E - R O A M I N G V I D E O G A M E U K - 1 9 9 7 ) S H O P K I C K ( 2 0 0 9 )

MODCLOTH

GAMES FOR SERVICES

“URGENT” EVOKE DIRECTED BY JANE MCGONICAL“Reality is broken” by Jane McGonical

Social Network Game:

“GAMES ARE REALITY ENGINES, FRAMEWORKS FOR MEANING MAKING”CREATING CRITICAL GAMES BY MARY FLANAGAN

Social Games: F.x: help users achieving difficult goals

Raise awareness of relevant social or cultural issues:

FIND ET EKSEMPEL PÅ GAMIFICATION

Complex business interactions can be made accessible and intuitive.

Apply game design to create user experiences that engage people and bind them to the company.

GAMEPRINCIPLES

Collecting information,

news, contacts, images

mm.

Fans, followers,

bookmarks, badges etc

1. GAMEPRINCIPLE:

COLLECTING

2 GAME PRINCIPLE:

EARNINGPoints, stars,

Recommendations,

rankings, thumbs up,

approval etc.

Gratification, leading to

the user’s positve

emotional attachment,

which in turn the user

associates with the brand.

3. GAMEPRINCIPLE:

FEEDBACK

Email, chat, forums,

comments

4. GAMEPRINCIPLE:

EXCHANGE

A social element

Profile,

User interface

5. GAMEPRINCIPLE

CUSTOMIZING

JESPE

R JUUL “A game is a rule-based

system with at variable and quantifiable outcome, were different outcomes are assigned different values, the player exerts effort in order to influence the outcome, the player feels emotionally attached to the outcome, and the consequences of the activity are optional and negotiable”

USER = PLAYER/GAMER

Optimism Social fabricProductivityEpic Meaning

THE RULES

A game is not a game without rules

Easy to learn – Hard to master

Balance:

Obey the rules

Same chance of winning

Etiquette and terminology

Step 1:Make sure the Company is committed to the game

PLAYBOOK - STRATEGY

HALF-LIFE

Step 2: Understand the User’s interests and Goals

What engage them?

PLAYBOOK - STRATEGY

LAY OFF

Step 3: Sustaining the Game’s momentum/ vedligeholdelse af spillets dynamik

PLAYBOOK - STRATEGY

PLAYBOOK - STRATEGY

Step 4: Mechanics and Rules for Game Design

PLAYBOOK - STRATEGY

Step 5. Extend and Diversify the Game/Udvid og differentier spillet

THE LURKER PHENOMENON

- Passive observers

- 90 % online users are “lurkers”

1. Competence

2. Difficulty

3. Motivation

THE LURKER PHENOMENON

Altruism/(uegennytte): action that someone takes for the good of others, with no ulterior motive.

Close-up Altruism: concept from sociology. A persons altruism towards someone whom they know in order to take part in their joy.

F.x. Fanmails, donations, word of mouth

“CLOSE-UP ALTRUISM”

PEOPLE DO GOOD DEEDS IN ANTICIPATION OF RECEIVING GOOD DEEDS IN RETURN.

A COMPANY CAN OFFER FREEBIES AND GIFTS AND REDUCING PRICES IN ANTICIPATION THAT CUSTOMERS WILL BUY THE PRODUCT AND/OR BRING NEW CUSTOMERS.

A COMPANY CAN OFFER BENEFITS TO CUSTOMERS WHO PROVIDE USEFUL FEEDBACK

ANTICIPATED RECIPROCITY/FORVENTET GENSIDIGHED

TIT FOR TAT

EXERCISE: GAMIFICATE THE SCHOOL SPACECreate a social game using Twitter, Facebook, QR-codes, sms etc

Encourage interaction with and among the students, teachers, administrators etc.

and appropriate the school.

Create unexpected encounters through storytelling and discovery.

Brainstorm a game idea

Sketch a gameplay

Define the rules

Create a prototype

Play!

Prototyping Tools:Apps in Seconds:http://appinseconds.com/iWebkit:http://snippetspace.com/portfolio/iwebkit/Phonegap:http://phonegap.com/

QR-code Generators:http://qrcode.kaywa.com/http://goqr.me/http://www.qrstuff.com/http://mashable.com/2011/04/18/qr-code-design-tips/

Mobile Barcode Reader:http://www.i-nigma.com/Downloadi-nigmaReader.htmlhttp://www.mobile-barcodes.com/qr-code-software/#kaywa-reader

Litteratur:Ward et al: The Smashing Book #2. Smashing Media, 2011

“Space Invaders” Katalog fra udstilling på Nikolaj Kunsthal.