Kategoriak: All - gamification - skills - incentives - psychology

arabera Alex Nash 12 years ago

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Gamification Map

Integrating game-like elements into non-game contexts aims to motivate and engage individuals by leveraging principles from marketing, economics, psychology, and game design. This approach takes two main forms:

Gamification Map

Gamification Map

Gamification for Good

Behavior Change - Habit Formation
triggers loops

good games trigger effectively

progression loops -> percieved ability

engagement loop -> motivation

Fogg Behavior Model

trigger types

signal

facilitators

sparks

trigger timing

motivation and ability tradeoffs

Social Good Techniques
chance - creates interest in the same gamified system so can just be used to enhance to fun of the game
impact - shows just what good the game playing or site is doing for the world

ex practically green

Kukui Cup (Univ. of Hawaii)

competition works for social good because the pride in winning is wrapped up with the pride in doing good

uses competition to make students use less power

ex. CAPRI - parking relief sites

communal pressure - activates social norms as opposed to competition

monitoring

feedback and rewards

Examples: 4 Categories
Government

promotion of its policies and programs

customer service - interacts with voters, etc.

Motivational - lots of workers

Education

openbadges.org - virtual diplomas

challenge is to make sure it is benefitting education

Energy and Evironment

Recyclebank - earn points by recycling to redeem for rewards

OPOWER - uses peer pressure and neighbor experiments to encourage people to save energy

Health and Wellness

Superbetter - set up your own gamified system of self improvement

Zamzee - device that keeps track of how active you are; targeted toward low income teenagers; PBLs, rewards, etc.

Whats different about gamification for social good?
behavior change
should you get rewards for doing good?
inherent relatedness

Enterprise Gamification

Playbor - combination of play and labor
can use games to replace messed up motivation systems with ones that are more accurate, and more effective
have to be careful not to encourage cutthroat competition or "cracking the whip"
Game vs Job
types of job game motivation

type of skill: core skills, unique to a person skill, future skill

citizenship

gamification works well here with core skills

in role

gamification works well here with future skills

sometimes the game can take people away from their job
What Motivates People in the Workplace?
Fun (in the workplace)

eg. the face game, at zappos

Corporate (or other) Citizenship
Information

leaderboards and info about how to do better can motivate

Skill Development

Compensation - ie give you something for something you don't really want to do

Extrinsic

Design Choices

Case Study: Stack Overflow
incentivized working together, uses points and badges
First they asked "What Is Programming?"
how did they motivate people to do this?
website where you ask coding questions and answer them
Should We Gamify?
Potential conflicts
Structure
Meaningful Choices

are the target activites interesting?

derive value from encouraging behaviour?

or, make boring tasks interesting

emotional connections

skills that require more than a basic action

Taking Stock: Two Approaches
Feeling

draw on:

Game Design and Psychology

Experiences

Fun

Game Thinking (Deductive)

Meaning

Puzzles

Progression

Making Players Awesome

Doing

draw on:

Marketing and Economics

Incentives

Satsifying Needs

Game Elements (Inductive)

Status

PBLs

Rewards

Making Users Do Things

Design

6 Step Gamification Design Process "D6"
6 Deploy

deploy the appropriate tools; use the rights elements and structures

Gamification Pyramid

PBL

5 Don't forget the Fun

easy to miss when you are doing gamification, but can't be forgotten!

Why would someone want to do this? Is it REALLY fun?

protein folding - game site that actually allows players to help figure out new protein types

linked in progress bar - even this has a small amount of fun

fitocracy seems dedicated to making fun

4 Devise Activity Loops

structuring the core micro and macro level game aspects

Good games should have both types of loops

Progression Loops

one example

finally reach the end and you can look back and see your mastery

maybe boss fights periodically

then climbing and resting alternately

starts with onboarding, getting the player into the game

specific steps to achieve your objective, start to finish

Engagement Loops

a game Ive used an engagement loop in is Starcraft/ the ladder system makes you want to win, the action is playing the game to win, and the feedback is winning and seeing your rank improve

Action

Motivation

3 Describe

describe your players; what are they like, how can the system respond to them?

Barle Model of Player Types

What Motivates your Players?

eg. world of warcraft

players may need items

players need to find other players with specific skills

2 Delineate

what are the objectives that you want people to do?

what are the analytics? how do you measure these win states?

eg. volume

level of usage and engagement and what people are doing

eg. virality

rate at which people refer their friends

eg. DAU/MAU

daily average users/monthly average users

higher is closer to 1, people who visit the site are coming back more frequently

how often do people come back?

what are the success metrics? in gamification terms "win states"

Should be as specific as possible

eg. I want people to buy paper towels

eg. I want to find the best people to hire at this job

What do you want users to do?

1 Define

define your business objectives; what is this system designed to accomplish what are its goals?

Justify Objectives

Eliminate means to ends - eg badges are not a real objective for the business, just a stepping stone (and objective for the user)

List and Rank your possible objectives

What are your business objectives?

what are the ultimate goals?

eg. foursquare

influencer marketing

locating people that are influencers an d encouraging them to be an active participant with deals or badges or whatever

social sharing

increases value the more people that use it (concept in decentralization)

Design Thinking - ideas of how design should go into thinking about creating ANYTHING
iterative - expect not to get it right the first time; improving with each iteration; prototyping and playtesting
balance - between analytical and creative thinking; use abductive reasoning sometimes - inference from the best possible explanation
human centered - designed around people, specifically;come up with solutions for PEOPLE, not robots; useful, not just a set of objectives
purposive - everything should tie into the purpose you are going for

Motivational Design and Psychology

self determination theory - motivation spectrum - worst motivators to best
what leads to intrinsic motivation?

relatedness

connects you to something else

autonomy

feeling of control

not predetermined

self reliance

competence

feedback that makes you feel good

3- intrinsic

motivating in and of itself

2- extrinsic

4 - integration

complete alignment between my goals and the thing i'm doing eg. excersize

3 - identification

user can identify some motivation in doing the thing eg. learn math for business etc.

2 - introjection

take an external motivation and make it our own eg status

1-external regulation

forced to

1- amotivation

not motivated

Rewards can actually demotivate someone that would otherwise enjoy something intrinsically
the reward substitutes

reward types do matter:

performance contingent

if it is encouraging and fills you with a sense of accomplishment, its not

if the reward objectifies your accomplishments, it is demotivational

surprise rewards do not influence that much

tangible rewards substitute highly

usually happen with an activity thats "interesting"

studied examples:

teacher salaries

blood donating

day care pickup

creative things like drawing

2 Major Fields of Psychology
Cognitivism

Extrinsic Rewards

SAPS framework - its a higherarchy from the standpoint of the company rewarding their employees

Stuff

Power -

Access - will give us access to something more

Status - will make us cool

doing an action for something

Intrinsic Rewards

love something just to be doing it

Behaviorism

Dangers of Behaviorism

over-emphasis on status

hedonic treadmill

kill the rewards by making them so expected

if people only respond to a reward, they will change back when the reward is not there...

manipulation

Limits of Behaviorism

purely behaviorist approach seperates the person from their humanity

can lead to social problems like fascism etc.

Leaves out important things:

why do people like lotteries?

people might avoid something not to learn, but just so they don't get caught

Relevant Takeaways for Gamification

Reinforcement

Importance of Feedback Loops

can condition through consequences

Reinforcement through Rewards

Reward Structures

Reward Schedules

Variable

help make people addicted so not always a good thing...

brains love a sense of surprise

competitive/non-competitive

vs. other people makes reward variable

most interesting because brain cant recognize patterns

Fixed Interval

based only on time not amount of action

Fixed Ratio - every N number of times you take an action you get a reward

Continuous - get a reward every time

Different Types of Rewards - One Typology of Rewards

Cognitive Evaluation Theory

Contingency

5.4 Excersize:

The cruise reward for staying on the site is an intangible, unexpected engagement (arguably completion) contingent reward

performance-contingent

completion-contingent

engagement-contingent - get a reward just for starting

non-contingent - u get the reward no matter what

expected/unexpected

tangible/intangible

much of PBL Gamification is like this

5.3 Excersize

Game I played: Starcraft 2

One behavioral mechanism was the strategy forums that continually updated the new ways to approach the game, and reinforced the community through the elevation of better players through status and study.

eg. MLB Badges - why were fans so obsessed?

partly a behavioral feedback loop

eg. Farmville - Crops Withering over time creates an appointment mechanci

people had to habitually check in - very behavioral approach

Observation:

often different than what you think they will do

Look at what people actually do

Behavioral Economics

people make 'mistakes' consistently

confirmation bias

eg. power of default states - ie. opt-out vs opt-in

eg. loss aversion

thinking about what people actually do without the why

Conditioning

operant conditioning - feedback loop

consequences are important

stimulus plus response plus stimulus etc. = learning

classical conditioning - stimulus plus response for simple pavlovian conditioning

ring the bell for dinner - start salivating

Black Box Approach

we are conscious, don't worry about what goes on inside the head, only the behavior

Why?
People do things for stuff other than rewards

5.1 excersize:

task - get people to save their change in one place

4- remind them with updates and badges earned for successfully saving change

3- tantalize them with a goal that saving change can produce

2- make it easy for them to save change by providing examples, framework and a system

1- explain the benefits of saving change and being organized

Broad Gamification Introduction

Where Can Gamification Be Used?

Behavior Change

eg. Speeding

monitor that records liscence plates

used in stockholm

people who don't speed are entered into a lottery

fines go into a pool

fine people who speed

police monitors of speed give feedback

slows you down

causes behavior loop

Finance

Social Change

Sustainablility

Health

Internal

eg. Windows 7

localization problem

mind-numbing activity turned fun

found over 7,000 bugs

played for prestige and competition within complany

used gamification - language qualification game

productivity enhancment

crowdsourcing

using groups to attack a problem

for employess

External

eg. Club Psyche

relatively simple/big impact

results

sharing up

pagesviews up

mercandise sales up

visits to site up

integrates with the show it promotes

points and rewards

Sales

Marketing

Why Study?

not that easy or obvious

needs to be done relevantly and in context

needs to be done ethically

needs to be done well

link to aspects of how our minds work eg:

technology

focus on social networks and current tech

strategy

design

psychology

motivation

they are powerful tools

significant up and coming business practice

What is a Game?

J. Huizinga:

Concept: The Magic Circle

try to put the user in the magic circle

where the game matters, the rules matter, and it is another world

There is a circle or boundary that defines the game from the real world

Book: Homo Ludens argues that games and play are essential to what makes us human

incl. religion, government, justice etc.

Bernard Suits:

Voluntarily overcoming arbitrary obstacles

Elements

Lusory Attitude

think the game means something

player voluntarily follows the rules

Rules

Pre-lusory goal

way to win the game

took on Wittgenstein

Wittgenstein:

cannot define the boundaries

cannot define a game

examples

Zombies Run

more immersive experience than nike+

can involve your friends

can collect power ups

run from zombies

Nike+

still going out to run

connect with friends

establish goals get medals

In non-game contexts

non-game is anything other than the game for its own sake

eg. being healthy

eg. playing to learn something

eg. playing to get a job

eg. playing to encourage an action

game design techniques

how to "think" like a game designer

approaches to game design

some elements:

social graphs

avatars

quests or missions

levels

points

toolbox for designing games

History
2010 - Gamification takes off

Magazine Profiles

Books

TED Talks

2005 - Bunchball
2003 - Conundra

failed

2002 - on

Games for Change

teach systemic impact thinking

social impact games

eg. simulatinig the battlefield for the military

Serious Games Initiative

1980s

James Paul Gee book

Thomas Malone - MIT - What Makes Things Fun to Learn?

1912 - Toys in Cracker Jack Boxes
Video Games
Real World Already Resembles Gamification

CCards - Badges = Platinum Cards etc.

Starbucks Card - Reward

Weight Watchers - social team gaming

Sales Perks for Being the Best

Frequent Flyer Level-ups

Core Elements of Games that Are Real World Important

Non-digital

Management and Marketing Research

Rewards Programs

eg. Credit Cards

Digital Building Blocks

Cloud Storage and Processing

Social Networks

Mobility

Analytics

New Types of Games

Puzzle

Angry Birds

Portal, Portal 2

MMOG

WoWarcraft

Social Building

Farmville

Sims

Building

SimCity

Civilization

sandbox games

Minecraft

Games Are Big!

almost half video game players are women

women for social games

men for shooters

average gamer is 30 years old

97% of kids play video games

global in-game market:7.3 billion

$60 Billion dollars - bigger than hollywood and growing faster

Reflection Topic: The things that made me want to play video games include: the ability to discover new worlds, a decent learning curve that was not too hard or too easy, strategy within the context of innovation a la tactics in Starcraft or Halo, the ability to compete with friends or other players online, cool graphics. A total package helped immersion and for me to come back, as opposed to games that seemed a little more thrown together.
How to Gamify?
Pitfalls in Focusing on Elements and Rewards

cookie cutter is demotivating

nat all rewards are fun/not all fun is rewarding

The Elements are not the game

PBL - 3 Important Game Elements

Big Problem - actually demotivate

Ranking

can be global or friend/relative player learderboard

feedback on competition

openbadges.org

Social Display (Status Symbols)

Credentials

Signaling of Performance

Style

Flexibility

Representations of Achievement

Fungible

Data for Game Designer

Display Progress

Provide Feedback

Connect to Rewards

Determine Win States

Keep Score

Pyramind - In Order

Components

Virtual Goods

Teams

Social Graph

Quests

Points

Levels

Leaderboards

Achievements

Gifting

Content Unlocking

Combat

Collections

Boss Fights

Badges

Avatars

Mechanics

Win States

Turns

Transactions

Rewards

Resource Acquisition

Feedback

competition

cooperation

chance

challenges

Dynamics

def. Big Picture, or "Grammar"

Relationships

friends/enemies/partners/etc.

people interacting with each other

Progression

gives the player the sense that they will be able to improve

start at one place and get to a higher place

consistent theme or coherence

tie together

Emotions

Constraints

Breaking Games Down

game elements

Tic Tac Toe

easy to teach and learn

portability

reward lap (drawing the line)

simplicity

board

emotional component of games

finding the fun

LinkedIn

completion - we strive to want to finish

progression - bar fills up

feedback is a gamification device

just a small progress bar made people put in much more information

thefuntheory.com

videos of how fun concepts are used to make people do things, piano stairs, recycling etc.

games are engaging because they are fun.. but what is fun?

Finalities

different kinds of fun

fun isn't always purely happy and simple

fun doesn't just happen, its designed

Marc Leblanc's 8 Kinds of Fun

Submission

Expression

Discovery

Fellowship

Challenge

Narrative

Fantasy

Sensation

Subtopic

what things are fun? (for me)

winning

watching pretty pictures and hearing pretty sounds

progressing in a system

testing my reflexes

figuring things out

organizing things

accomplishing things

player journey

create an experience

turntable.fm makes listening to music into a group dj thing

should have balance

`

should not favor one group over another

200 to pass go in monopoly is maintaining balance in the game economy

should have beginning, middle and end

how does plants vs zombies give onboarding and scaffolding

very easy to start

simplification to start

explanations of what to do

mastery - does the player gain a skill or at least mastery of the game?

scaffolding - how does the game make playing for the user easier

onboarding - get the user in

thnk like a game designer

2 mains goals for a game designer

how to keep them playing

how to get people to play

refer to your customers as "players"

players PLAY

players need a sense of autonomy/control

means the player is the center of the game, world revolves around the player

3 elements of a game i like "starcraft"

progressive reward system for ladder matches

variety of choices for strategy

level playing field competition

different than thinking like a gamer

different than "being" a game designer

think about how to solve your goal as a game

Why Gamify?
Dedgeball game

founder left company to found FourSquare

solutions

automatic checking in

badges add progression

multiple check in's make you "mayor"

problems with dodgeball

didn't make checking in a "habit"

no progression, no multiple check ins etc.

did have much meaninful choices

dodeball had "engagement gap"

chicken and egg problem, if no one has app... etc...

checked in to bars, friends checked in too

Introduction
What is this course about?

Specific Applications

specific examples

for profit vs. nonprofit

How to Use it and be Effective?

Must do it WELL

techniques

pros/cons of different types of gamification

components

NOT a Panacea

How Might Gamification be Valuable?

What is gamification?

What makes games popular?