The Gamification User Types Hexad Scale
15
The Gamification User Types Hexad Scale Gustavo F. Tondello, Rina R. Wehbe, Lisa Diamond, Marc Busch, Andrzej Marczewski, Lennart E. Nacke
-
Upload
gustavo-tondello -
Category
Science
-
view
256 -
download
2
Transcript of The Gamification User Types Hexad Scale
The Gamification User Types Hexad Scale
Gustavo F. Tondello, Rina R. Wehbe,Lisa Diamond, Marc Busch,
Andrzej Marczewski, Lennart E. Nacke
Gamification
2
Game design elements in non-game contexts (Deterding et al., 2011)
(Marczewski, 2015)
Deterding, Dixon, Khaled, & Nacke. 2011. From Game Design Elements to Gamefulness: Defining “Gamification.” Proc. of MindTrek '11, ACM.Andrzej Marczewski. 2015. 48 Gamification elements, mechanics and ideas. Gamified UK.
Self-determination Theory
Autonomy
Competence
Relatedness
Meaning
Internalization and Integration
ExtrinsicMotivation
IntrinsicMotivation
3
(Ryan & Deci, 2000)
R. Ryan & E. Deci. 2000. Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. The American Psychologist 55, 1: 68–78.
Gamification User Types Hexad
4
(Marczewski, 2015)
Do all users equally enjoy all game elements?
Theoretical References• Self-determination theory
(Ryan & Deci, 2000)
• Player typologies (Bartle, 2005)
Andrzej Marczewski. 2015. User Types. In Even Ninja Monkeys Like to Play: Gamification, Game Thinking & Motivational Design. Gamified UK.R. Ryan & E. Deci. 2000. Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. The American Psychologist 55, 1: 68–78.Richard Bartle. 2005. Virtual Worlds: Why People Play. Massively Multiplayer Game Development 2, 1.
Goals
Gap: no validated instrument for assessing user types
Goal: Propose and validate a survey measure for scoring an individual in the six Hexad user types
Gap: no empirical evidence that the user types explain user’s preferences for different game elements
Goal: Evaluate if the Hexad user types correspond to user’s preferences for different game elements
5
Female, 64Male,
59
N/A, 10
Methods
1. Survey scale construction• Expert workshop to generate survey items• Expert rating to select the best 5 items per user type
2. Data collection and analysis• 133 participants (40 in the follow-up) – aged 18-36• demographic information• Hexad user types• game elements preferences• personality (BFI-10 (Rammstedt & John, 2011))
6N=133
B. Rammstedt and O. John. 2007. Measuring personality in one minute or less: A 10-item short version of the Big Five Inventory in English and German. Journal of Research in Personality 41, 1: 203–212.
Survey Validation
User Type α (5 items) α (4 items) r (5 items) r (4 items)
Philanthropist .896 .893 .850 ** .852 **
Socialiser .846 .838 .820 ** .853 **
Free Spirit .727 .723 .483 ** .631 **
Achiever .766 .759 .752 ** .798 **
Disruptor .728 .738 .611 ** .782 **
Player .689 .698 .387 * .357 *
7
* p < 0.05. ** p < 0.01.
Internal Consistency Test-Retest
Factor analysis results are available in the paper
Survey Availability
The full survey is available in the paper
Also online: https://gamified.uk/UserTypeTest2016/user-type-test.php
8
Survey Scoring
Exact scoring per user type
9
By main user type only
Philanthropist24%
Achiever24%
Free Spirit22%
Socialiser19%
Player10%
Disruptor1%
N=133
22.36 22.18 22.0920.33 20.99
14.94
0
5
10
15
20
25
30
Ph
ilan
thro
pis
t
Ach
ieve
r
Fre
e S
pir
it
So
cial
ise
r
Pla
yer
Dis
rup
tor
Me
an
Preferred Game Elements by User Types
10
Preferred Game Elements by User Types
11
Implications
DesignSupporting different user typesPersonalizing the user experience
ResearchBetter understanding of gamifications mechanisms and effects
12
Philanthropist24%
Achiever24%
Free Spirit22%
Socialiser19%
Player10%
Disruptor1%
N=133
Limitations and Future Work
Repeat the study with a larger sample
Review the subscale for the Player type
Investigate motivations for Philanthropists on a focused study
Investigate the role of the context in moderating the user experience
Investigate the similarities of the Hexad with other player type models
13
Takeaways
Goal: Propose and validate a survey for the Hexad user types
A standard and validated 24-items survey for assessing Hexad user types is now available (see the paper for details)
Goal: Evaluate if the user types correspond to user’s preferences
A table of preferred game elements per user type is now available for:
• Supporting different user types• Personalizing the user experience in gameful applications• Further researching the mechanisms and effects of gamification
14
Thank you!
The Gamification User Types Hexad Scalehttp://dx.doi.org/10.1145/2967934.2968082
CONTACT
Gustavo F. [email protected]
@GustavoTondellohttp://hcigames.com/
15Thanks to Marim Ganaba (HCI Games Group) for infographic design.
