gamification - how to think straight about

Gamification

How to think straight about:

Ville RitolaEFPSA Train Advanced Trainers 2014

1. What gamification is and is not2. Why and why not3. How and how not

Including: theory on motivation,design framework, game elements, examples! pictures! internets! lols(?)

Contents

It is “the use of game attributes to drive game-like player behavior in a non-game context.” - Michael Wu, 2011.

Hence, it’s not pure game design.

So what is gamification?

- Personalization: avatar, customization- Immediate rewards & feedback, progress monitoring, clear goals- Rewards/Currency: points, badges, experience, levels- Novelty & Challenge: Sandbox, challenges, quests, collecting- Social: competition, leaderboards, community- Story: player journey, epic meaning, scheduled events

Elements of gamification

- It can be a powerful tool to increase engagement and change behavior.

- At its best it improves user experience - Increases engagement, learning, sharing and

user-generated content.- It’s here to stay and will become commonplace in:

- business application, education and behavior change programs

So why should I care?

- Speed camera lottery- Bottle bank arcade- The play belt

… brought to you by

A case in point

Trainers are already masters of playful games.What gamification can add is an extra layer.

And we do much more than “just” trainings.

What’s in it for trainers?

“by 2014, 80 percent of current gamified applications will fail to meet business objectives primarily because of poor design.”

- Gartner (Press Release 27.11.2012.)

Can be perceived as manipulativeand can replace intrinsic motivation with extrinsic.

- Simply put, do it well or not at all.

Why should you not?

Most of gamification is Skinnerian in nature, and can be highly effective when done right.

In other words, rewarded behavior becomes more frequent.

... too bad we’re not pigeons.

Flip any levers yet?

1. Know what your players want2. Come up with a way to measure it3. Reward players for desired actions.

→ 4. Engagement----> 5. Profit!

A case in point: Samsung Nation

Simple gamification

Gamification works when it brings out or enhances the experience people would like to have regardless.

i.e. ...You can’t force anyone to like something.

i.e. ...When player goals and organizational goals are aligned, everyone wins.

A case in point:

How to do it then?

- Autonomy- Mastery / Flow- Social relatedness

- Purpose- Novelty / Unknown

- FUN (elusive but ever important)

What motivates people?

Nah.

The design of the system should be user oriented and well executed. Preferably, it should also provide an immersive player journey.Good design trumps rewards.

A case in point:

That’s it?

1. Define objectives

2. Define target behaviors.

3. Know what your players want

4. Devise the gamified system

5. Don't forget the fun

6. Design the appropriate tools

- World Class Media

Gamification design framework

- Gamification will not work unless the elements are connected to relevant motivating factors.- Rewards can shift the focus from intrinsic motivations into extrinsic- Has to evolve to sustain interest.

“The way positive reinforcement is carried out is more important than the amount.” - B. F. Skinner

Any caveats I should know?

1. Do it well or not at all.

2. You can’t polish a turd

3. Know your players and what motivates them

4. Good design trumps rewards

5. Cater to different motivations

6. Don’t forget the fun

7. Keep it fresh

Key reminders

… and don’t forget to have fun!

Thank you!