gamification: will it yield an epic win?

GAMIFICATIONWILL IT YIELD AN EPIC WIN?

Dr Paul Coulton

Wednesday, 8 June 2011

GAMIFICATIONWILL IT YIELD AN EPIC WIN?

Dr Paul Coulton


http://www.youtube.com/watch?v=ugV6cLgwomo















































GAMIFICATION ?


GAMIFICATION ?

Use of game mechanics to encourage

engagement in an activity that

otherwise might be considered a chore

or boring


GAMIFICATION ?

Use of game mechanics to encourage

engagement in an activity that

otherwise might be considered a chore

or boring

Encouraging certain user behaviour

using Games as a Lens


TWO TRIBES?Game Designers Vs Game Based Marketers


GAMFICATION CONTINUUM


WHAT ARE GAMES?

To play a game is to engage in activity directed towards bringing

about a specific state of affairs, using only means permitted by rules, where the rules prohibit more

efficient in favour of less efficient means, and where such rules are accepted just because they make

possible such activity…playing a game is the voluntary attempt to overcome

unnecessary obstacles.”


WHATS IS A GAME

MECHANIC?“Game mechanics are rule based systems / simulations

that facilitate and encourage a user to explore and learn the properties of their possibility

space through the use of feedback mechanisms”


HIGH SATISFACTION

LOW SATISFACTION

NOT (OR POORLY)IMPLEMENTED

FULLYIMPLEMENTED

BASIC NEEDSOnly noticed if missing

DELIGHTERSNot required but when

added brings value

NEUTRAL

ZONE

PERFORMANCE PAYOFFS

KANO MODEL


PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers

From Richard Bartle’s Classification of MUD Players (1996)

Approximately 25% of players


PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers


main goals points gathering and raising

levels



PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers


like to fully explore game world and its

limits


levels



PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers


The game is essentially and

backdrop to socilasing with other players


limits


levels



PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers


Like to impose themselves on others

The game is essentially and

backdrop to socilasing with other players


limits


levels



MISSING MOTIVATIONS

DestructionNuturing

Anticipation

Schadenfreude

Gifting

HumourPossibiltyNaches

Purification

Surprise

Thrill

Wonder

FieroJesse Schell

Sensation

Fantasy

Narrative

Challenge

Fellowship

Discovery

Expression

Masochism

Mark LeBlanc


HARD FUNFiero

EASY FUNCuriosity

PEOPLE FUNAmusement

SERIOUS FUN

Relaxation

VALUES

Practice

Rhythm

Stimulation

IMAGIN

ATIO

N

Creat

ivity

Detail

Unc

erta

inty

RELATIO

NSHIPS

Perso

naliz

e

Player Interaction

NP

C In

tera

ctio

n

MASTERY

Strategy

Ob

stacles

Goals

Emotion<Choice<Mechanic>Choice>Emotion

THERE ARE ALL TYPES OF FUN!

Nicole Lazzaro


GAMIFIERS HANDBOOK

EPIC WIN WIN WIN WIN

EPIC WIN WIN WIN

WIN WIN EPIC WIN WIN

WIN WIN EPIC WIN WIN

WIN WIN EPIC WIN

WIN WIN WIN EPIC WIN

Reward Status AchievementsSelf

ExpressionCompetition Altruism

Points

Levels

Challenges

Virtual Goods

Leader Boards

Gifting


IS IT REALLY NEW?


GAMIFICATION LOOP

OnboardingNewbies

Amy Jo Kim


OPERANT CONDITIONING

Outcome of ConditioningOutcome of Conditioning

Increase Behaviour

Reduce Behaviour

Positive Stimulus

Positive Reinforcement (add stimulus)

Response Cost(remove stimulus)

Negative Stimulus

Negative Reinforcement

(remove stimulus)

Punishment(add stimulus)


REINFORCEMENT SCHEDULES



Fixed IntervalUser gets points every

time they login




time they login

Variable IntervalUser gets points every

10-15 games




time they login


10-15 games

Fixed RatioUser gets trophy after

winning 50 games




time they login


10-15 games


winning 50 games

Continuous Fixed RatioUser gets points every

time they check-in




time they login


10-15 games


winning 50 games

Continuous Fixed RatioUser gets points every

time they check-in

Variable RatioOn average every 3

games user gets some points


GOAL GRADIENT EFFECTEven The Illusion Of Progress Is Motivating!

0

5

10

15

20

0 1 2 3 4 5

Tim

e in

Sec

onds

Sections of Run


GOAL GRADIENT EFFECTEven The Illusion Of Progress Is Motivating!

0

5

10

15

20

0 1 2 3 4 5

Tim

e in

Sec

onds

Sections of Run

InfoBucks Virtual Coffe Shop

InfoBucks Virtual Coffe Shop


SIZE MATTERS!

Ebbinghaus Illusion


ENFRAMING & TIME CRUSH Enframing in that they take a concept and formalise it with a

particular apparatus and excerpt time crush.

Heidegger


FLAVOURS OF GAMIFICATION

Badgification: the boy scout reward


MINDING THE GAPS

Completing the missing elements of a set is strong motivator for many people

and is the basis of what many of these systems try to exploit


FLAVOURS OF GAMIFICATION

Pointsification: Accumulate points for repeated activity.


BADGES AND POINTS ARE FEEDBACK

Most implementations of badges and points reward

repetition not achievements


PROGRESSIVE GROKKING“Playing video games is fun because it provides experiences of

competence, self-efficacy, mastery” - Ralph Koster

NewMechanic

PlayerLearns

DesignGrokked

Flow

Anxiety

Boredom

Challenge

Abilities

Csikszentmihalyi


>Intrinsic

Mastery

Autonomy

Love

Fun

Meaning

Power

Group Identity

Extrinsic

Badges

Points

Leader Boards

Rewards

Punishments

Levels

MOTIVATIONS

Long Term Short Term


CO-OP VS DEATH MATCH

Single

Play

er

Maslow’s Hierarchy of Needs

Mul

ti Pl

ayer


DEKOVEN’S CO-LIBERATION

CoLiberation

Isolation

Conformity

ME

WE


ALL GAMES AREN’T FUN

“Asking me which Elf Bowling 1 or 2 is better is like me asking you if you'd rather eat a spoonful of rat

turds or hamster turds” IGN Review 2005


ALL GAMES AREN’T FUN

“Asking me which Elf Bowling 1 or 2 is better is like me asking you if you'd rather eat a spoonful of rat

turds or hamster turds” IGN Review 2005

“Games are not fun because they‘re games, but when

they are well-designed”- Sebastian

Deterding


WHERES THE FUN?


WHERES THE FUN?

Fun is a means not the end


WHATS MY MOTIVATION?

“Game elements aren't the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” -

Will Wright


GLITCHES IN THE MATRIXGames get gamed!


RECOMMENDATIONS• Gamification does not necessarily mean you make a game• Ask yourself what do I want to achieve? then decide is

gamification the answer.• Is there a skill to be learned? If not Gamification wont help• Try to ensure you provide intrinsic rather than extrinsic

rewards. Make sure the game is meaningful to the players.•Make sure you understand your players before you create the

game. Make it appropriate for the audience.•Don’t over emphasise operant conditioning your brand will

often stick if the game is fun enough.•Discuss ideas with game designers as well as game based

marketers if you really want to make a game.•Make sure you know what you’ll end up revealing.


GAME OVERCongratulations you just unlocked @mysticmobiles gamification badge


gamification: will it yield an epic win?

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choreor boring gamification

anlens activity

epic win

value neutralzone

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