a detailed introduction to gamification - brisbane web design meetup

http://www.flickr.com/people/8473570@N02November 2012 September 2013

Gami!cation - de!ning, designing and using itZachary Fitz-Walter - Mobile Innovation Lab

http://www.flickr.com/people/8473570@N02

http://www.flickr.com/people/8473570@N02November 2012 September 2013

Gami!cation - de!ning, designing and using itZachary Fitz-Walter - Mobile Innovation Lab

http://www.flickr.com/people/8473570@N02

Sep 19 - International Talk Like a Pirate Day

Today’s missions >>

1. What is gamification?

2. Designing gamification

3. Gamifying websites

http://www."ickr.com/photos/ramblingtraveler/3544734138/

http://www."ickr.com/photos/walkingsf/5463240793/

Odenplan, Stockholm, Sweden

http://www.thefuntheory.com/piano-staircase

The Fun Theory

http://www.thefuntheory.com/piano-staircase

Using play to motivate

Gamification

Gamification

http://www.forbes.com/sites/danieltack/2013/01/02/world-of-warcraft-gearing-up-at-level-90/

1. What is gamification?

Gamification is a special word

2009 2010 2011 2012 2013

Web search interest in gamification

trends.google.com

TextText

“By 2015, More than 50 percent of organizations that manage innovation processes will gamify those processes”

Gartner Press Release - 2011http://www.gartner.com/it/page.jsp?id=1629214

http://www.gamification.co/wp-content/uploads/2012/12/Gartner-2012-Hype-Cycle.jpg

And gamification became a buzzword

http://www.bogost.com/blog/gamification_is_bullshit.shtml

http://www.flickr.com/people/14516334@N00

“80 Percent of Current Gamified Applications Will Fail to Meet Business Objectives Primarily Due to Poor Design”

Gartner Press Release - 2012http://www.gartner.com/newsroom/id/2251015

http://www.redherring.com/internet/gamification-platform-badgeville-raises-25m/

Mixed Messages?

Gamification

Games

http://laportecreative.com/blog/wp-content/uploads/2012/09/nerdyrevenge.jpg

The average gamer?

Video games have become mainstream

92% of Australians live in a household with at least one device used for playing games

Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf

The average age of a gamer is 32

Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf

(And 43% of people aged 51 or older are also gamers)

Genderof Australian gamers

53%Male

47%Female

Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf

Video games have become big business

The video game industry in Australia netted $1.161 billion in revenue last year

Interactive Games & Entertainment Association, 2012http://www.igea.net

In the US consumers spent $24.75 billion on video games, hardware and accessories in 2011.

Entertainment Software Association, 2011 - http://www.theesa.com/facts/index.aspThe Numbers, 2011 - http://www.the-numbers.com/market/

(More than double that of theatre takings for the same year)

Video games have become mobile

Mobile phones are used to play games in 43% of game households, tablet computers in 13%

Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf

Video games have become social

1 in 5 gamers play social network games1 in 10 play massively multiplayer games

Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf

Games are incredibly engaging

World of Warcraft

Kill 3 boars

Wait... this is just like work

It was really fun work

12 million subscribers in 2010

This doesn’t make sense

http://upload.wikimedia.org/wikipedia/commons/8/8f/Eve_Online_-_market_browser_%28Trinity%29.jpghttp://img.brothersoft.com/screenshots/softimage/e/egrid3_com_add-in_for_microsoft_excel-59184-1228807074.jpeg

Most games boil down to solving a problem...

• Find a way to kill 3 boars

• Find a way to get more points than the other team

• Find a way to get to the finish line before the other players

• Find a way to complete this level

• Find a way to destroy the other player before they destroy you

Examples are from The Art of Game Design, Jesse Schell, 2008

"Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. In other words, with games, learning is the drug”

- Raph KosterA Theory of Fun, 2005

Hang on, if games are so engaging...

...could we use them to make other things engaging?

Gamification

Serious games

http://www.whatisthe2gs.apple2.org.za/files/ReaderRabbit/ScreenGrab_1/reader_rabbit_shot.gif

Why gamification? Why now?

With our powers combined...

http://www.flickr.com/photos/28122162@N04/4968733873/

Billie Weiss, Original uploader Rschuman at en.wikipedia http://commons.wikimedia.org/wiki/File:Zombie_Chase.jpg

http://emailga.me/

FitbitRunkeeperZombies RunChore WarsFoursquareThe Email Game

All before 10:00am

Gamification

Framing real activities and tasks like a video game, in order to make them more engaging and motivating

Gamification

Persuasive Design

http://cdn.socialmediaexaminer.com/

Gamification Examples

Sustainability - Nissan My Leaf

Sustainability Nissan CARWINGS

Sustainability - Nissan My Leaf

Sustainability Nissan CARWINGS

Sustainability Bottle Bank Arcade

Exercise Nike+

Exercise Nike+

Lifestyle Health Month

Lifestyle Health Month

Education Khan Academy

Education Khan Academy

Education Code School

Support Stack Overflow

Finance Mint

Productivity Epic Win

Social Influence Klout

Gamification Leaderboarded

Google Glass

Eran May-raz and Daniel Lazo, 2012, https://vimeo.com/46304267

Gamification

But can it actual work?

2. Designing Gamification

Let’s play a game...

What do these have in common?

Education Khan Academy

What do these have in common?

•Points•Badges•Leaderboards•Levels

Gamification Blueprint

•Points•Badges•Leaderboards•Levels

•Points•Badges•Leaderboards•Levels

= Rewards}

Behaviour + Rewards = Fun!Behaviour + Rewards = Fun!

progresswars.com

So what’s missing?

"Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. In other words, with games, learning is the drug”

- Raph KosterA Theory of Fun, 2005

So how can we design for engaging experiences?

Motivation

Motivation

Extrinsic Intrinsic

Extrinsic Motivation

http://2bgr8stock.deviantart.com/art/Money-Cash-113445826

Behaviour + Rewards = ExtrinsicMotivation

Intrinsic Motivation

Tim Pierce http://www."ickr.com/photos/48439369@N00

Intrinsic Motivation

http://www.flickr.com/photos/allisonjohnstonn/6332963681/

•Points•Badges•Leaderboards•Levels

So what makes a game motivating to play?

• Autonomy - choice to play and choice over actions

• Competence - ability to optimally challenge players

• Relatedness - connection with others

Autonomy

Autonomy

Autonomy

Competence

Flow

Nooshin Beik http://commons.wikimedia.org/wiki/File:Rock_climber_Dennis_George.JPG

Proposed by Csíkszentmihályi

• Intense and focused concentration

• Merging of action and awareness

• A loss of reflective self-consciousness

• A sense control or agency over the activity

• A distortion of time

• Experience of the activity as being intrinsically rewarding

Nakamura, J., & Csikszentmihalyi, M. (2009). Flow theory and research. In C. R. Snyder & S. J. Lopez (Eds.), Handbook of positive psychology (pp. 195-206). Oxford: Oxford University Press.

Factors of a flow experience

• A clear goal

• Clear progress

• Clear and immediate feedback

• Balance of challenge and skill

Conditions for flow

Based off a graph proposed by Csíkszentmihályi

Relatedness

These are important factors to consider when trying to design a game.

These are important factors to consider when trying to design gamification.

Gamification design framework

Gamification Design Framework

1. Identify the activity and gamification goals

2. Design the gamification experience

3. Obtain feedback and iterate the design

1. Identify the activity

http://www.flickr.com/photos/hoteldelapaixgeneve/5726470040/

Do you really need gamification?

• Have you got an engagement or motivation problem?

• Ask yourself is this a problem that can’t be improved in any other way?

• If motivation is lacking... looking towards game elements and theory might be worthwhile.

Why is it boring? What’s missing?

• Clear and interesting goals

• Feedback

• Interesting and playful mechanics

• Challenge

• Progression and Mastery

• Aesthetics and Narrative

Determine the goals

Turn the goals into metrics

Sensors

People

http://gamingtheclassroom.wordpress.com/syllabus/

2. Design the gamification

Think of your users as players

http://www.flickr.com/photos/allisonjohnstonn/6332963681/

What do they like as players?

http://bizfest.files.wordpress.com/2013/01/bartle.png

Design like a game

http://www.flickr.com/people/8473570@N02

Balance with the function

3. Test and iterate

http://www.flickr.com/people/8473570@N02

Dangers of Gamification

Distractions

Games get boring

Cheating

http://commons.wikimedia.org/wiki/File:Cheating.JPG

Cheating

http://commons.wikimedia.org/wiki/File:Cheating.JPG

Ethics and real life dangers

http://www.flickr.com/photos/ellenm1/6050529448/

Example - Learning to Drive

Young drivers aged 17-24 years are at a risk of death and injury from road crashes due to their age and inexperience on the road.

Driver experience is an important part of driver safety therefore it is important that Learner drivers undertake a wide-range of practice while learning to drive.

As of 2007, QLD Learners are required to undertake 100 hours supervised learning practice

1. Identify the activity and gamification goals

1.1. Identify the goals and sub goals of the context that are lacking in engagement/motivation

1.2. Translate these goals into metrics

1.3. Work out how to measure and enforce the metrics

Gamification Design Framework

• Encourage learners to spread the practice over the entire learning period

• Practice beyond the mandated one hundred hours have been logged

• Encourage learners to drive in a variety of difference circumstances

Goals

• Sensing available on the devices include:

• Location, Distance Speed: GPS

• Text: Number, Letters

•Weather: Yahoo API

•Need to work on, Skills: supervisor

Sensing

2. Design the gamification experience

2.1. Understand the player

2.2. Aesthetics, Story, Technology, Mechanics

Gamification Design Framework

Design Challenges• Using a phone while driving is illegal

• We don’t want to encourage dangerous driving habits, so competitive game elements need to be designed carefully

• Cheating could be an issue if it encourages them to log false hours

3. Obtain feedback and iterate the design

3.1.Usability, playability, and field testing

Gamification Design Framework

3. Gamifying websites

Have you got an issue with engagement or motivation?

Research• Talk to users, see what they like and don’t like

about your website, or if they’re having issues at certain points

• Surveys

• Usability studies

• Focus groups

• Interviews

Some general issues• Getting users to sign up

• Purchasing a product

• Providing information (e.g., user profiles)

• Engaging with the website content

• Engaging with other users

• Finding specific information

Adding gamification

Adding gamification1. Use a gamification platform or plugin

2. Develop your own gamification solution

Gamification Platforms

Gamification Platforms•There are a range of different gamification

platforms available for websites:

•Badgeville

•Bunchball

•BigDoor

•Gamify

•Gigya

•CaptainUp

Gamification Platforms

Badgeville game mechanics• From the Badgeville website:

• Contextual Rewards

• Missions

• Social Rewards

• Advanced Point Systems

• Levels

• Context Leaderboards

• Instant Notifications

Badgeville Business Results• From the Badgeville website:

• 50% increase in community loyalty

• 4x customer advocates

• 400% more customer reviews

• 85% increase in training completion times

• 70% increase in employee engagement

• 5x increase in social sharing

Platform benefits• Established service

• Support

• Relatively easy to set up

• Proven results

Downfalls • Expensive

• CaptainUp (Free to $999/month)

• One-size-fits-all

• Gamification blueprint:

• Levels

• Badges

• Leaderboards

• Points

Gamification Plugins

Wordpress Plugin Achievements

Joomla Extension AlphaUserPoints

Joomla Extension Gamification Platform

Platform benefits• Free

• Easy to implement

• Extensible

Downfalls • Support

• May not do what you need

• One-size-fits-all

• Gamification blueprint:

• Levels

• Badges

• Leaderboards

• Points

Build your own

Platform benefits• Tailored to your users and problems

• Go beyond the gamification blueprint

• Can be as small or large as you like

• Nothing out there like it

Downfalls • Can be expensive

• Time

• Money

Wrapping it all up

Wrapping it all up• Gamification is around to stay

• More than just badges - design it like a good game

•It’s easy, so start trying it!

http://gamificationweekly.com

http://www.meetup.com/Brisbane-Gamification-Meetup/

•Name: Zac Fitz-Walter

• Class: PhD Candidate from QUT

• Abilities: Research, Teaching, iPhone Development

•Weaknesses: Cats and Mangoes

Zac Fitz-Walter

•Newsletter: http://gami!cationweekly.com

•Web: http://zefcan.com

•Email: z.!tz-walter@qut.edu.au

•Twitter: @zefcan