GAMIFICATION

GAMIFICATION the use of game-thinking and game mechanics in non-game contexts in order to engage users and solve problems

USERS GAME

Looks interesting

I wanna share it

I wanna croporate with other playersto clear a game

I wanna make my play history visible

I wanna know my level

Changing contents according toplayer’s activity

Using share Social media’s function

Providing co-operative contents

Providing badge, which shows your level

Ranking

GAMIFICATION

A game-thinking

User’s activity

apply

Scope

real

To acquire loyal customers

To solve actual issues（ e.g.) speed lot

virtual

Structure 1

desire

incentives

challenges

achievement/reward

feedback

The motivation to participate a game

Incentives which they can get in a game

Tasks to get incentives

Reward is based on achivement

Feedback for activities

A change of user’s mind

mastery

Gamification can circulatethis cycleperennially

Structure 2

Motivation

ChallengesRewards

action

To make strong engagement,visualize activities

To get incentive,users are absorbed into a game

User’s behaviour （⇒ Flow Theory, Csikszentmihalyi, 1975 ）

7 tips of Flow theory◆a purpose is clear（ can predict and find rule）◆it can make participants concentrate on a content◆it can make participants completely absorbed in a content◆participants lost a sense of time◆content should be responded quickly and directly◆contents are not too easy, neither too difficult◆every single activity has innate meaning

challenge

skills

high

low high

anxcious

boring

Flow newbie

regular

master

Play&feedback

Play&feedback

Feedback and Rewards can contribute toenhance user’s engagement in a game

Cf) The Pattern ‘AS!AAS!R(I)’1.Action 2.Success 3.Action 4.Action ⇒

5.Success 6.Register 7.inner friend

ｃｆ

A Category of users

Play by individual Play with another

Interactive

Aggressive

KILLER　： offensive to another players　　 (e.g. prevent player from getting new item even if he/she already have it ）

ACTIVERS　： prefer visible rewards/incentives (e.g. point, collection, or badges)

EXPLORERS　： prefer new way/thing ）

SOCIALIZER　： prefer cooperate with other player

Technique

achievement badge/level

Leader boads

Progress bar

Virtual currency

system of awarding, redeeming, trading, gifting, and exchanging activities

Using Endowment effect(psycologically ditermined to cherish own possess)

Stimulate competitive mind

Stimulate desire to collect something

Feedback to activities

8 tips of gamification

challenges between users

embedding small casual games within other activities

digital contents

Urge to conspire, stimulate a sense of competition

breather

Loss aversion (prospect theory)(people's tendency to strongly prefer avoiding losses to acquiring gains. )

User thinks “If carry on, it can be achieved”,Using this emotion, it can encourage to keep doing

individual coporative

interactive

agressive

INCENTIVES

CHALLENGES

MASTERY

FEEDBACK

Elements of game

achievement/rewards

status/levels

badges

points/virtual

currency

score issues

stages

boss battle

ranking exchanging

progress bar

Evaluation tips

RECENCY

FREAQUENCY

SPRNDING TIME

VIRALITY

ANSWER

How long have passed since a last visit

How freaquently access

How long stay

How much share with others

Feedback of contents

5 barometers

There are a lot of definition of gamification…

Etc etc etc…