gamification - student.cs.uwaterloo.cacs349/w20/slides/gamificatio… · Gamification Gamification...
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Gamification Human motivation What is Gamification Gamification Examples Gameful Design Gameful Design Elements User Types 1
Transcript of gamification - student.cs.uwaterloo.cacs349/w20/slides/gamificatio… · Gamification Gamification...
GamificationHuman motivationWhat is GamificationGamification ExamplesGameful DesignGameful Design ElementsUser Types
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Motivation in Human-Computer Interactions
What makes a computer system more/less enjoyable to use?
How can we motivate users to interact more often with a system or complete specific tasks more often?
How do we keep users engaged with our applications?
A system may be great at performing its function, but users must be motivated to use it!
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Theory of Motivation
Intrinsic MotivationOccurs when the activity is enjoyable by itself
Extrinsic MotivationOccurs when motivation comes from the expectation of earning something in return from completing an activity (e.g., reward, fulfillment of a necessity, knowledge gain, etc.)
• Extrinsic motivations have several levels ranging from more external to more internal
Factors that help people internalize their extrinsic motivations:• Autonomy: feeling free to choose one’s own goals and activities• Competence: feeling capable of accomplishing one’s goals and learning new things• Relatedness: feeling connected with other people
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Sources:Self-determination Theory (http://selfdeterminationtheory.org/theory/).S. Rigby and R. Ryan. Glued to Games: How Video Games Draw Us In and Hold Us Spellbound. Praeger: 2011.
Why Gamification?
Gamification is mainly concerned with users’ motivation.
What do games make us experience that motivate us to play?
How can we foster the same type of motivation in activities that are not games?
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Motivation in Games
Bernard SuitsThe Grasshopper: Games, Life and Utopia. 3rd Ed. Broadview, 2014.
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“Playing a game is a voluntary attempt to overcome unnecessary
obstacles.”
Gamification
Gamification is “the use of game design elements in non-game contexts”
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Sources:S. Deterding, D. Dixon, R. Khaled, L. Nacke. From Game Design Elements to Gamefulness: Defining “Gamification”. MindTrek ‘11.Andrzej Marczewski. 2015. 52 Gamification mechanics and elements. Gamified UK.
Gamification
7Source:S. Deterding, D. Dixon, R. Khaled, L. Nacke. From Game Design Elements to Gamefulness: Defining “Gamification”. MindTrek ‘11.
Gamification
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Education Health Fitness Nutrition
Training Customer relations
Human resources
Team management
Gamification is “the use of game design elements in non-game contexts”
Source:S. Deterding, D. Dixon, R. Khaled, L. Nacke. From Game Design Elements to Gamefulness: Defining “Gamification”. MindTrek ‘11.
Gamification Example - CS 349
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Gameful Design: The Lens of Intrinsic Skill Atoms
13Source:S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335.
Gameful Design: The Lens of Intrinsic Skill Atoms
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Skill atom of inviting contacts:
Source:S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335.
Gameful Design: The Lens of Intrinsic Skill Atoms
15Source:S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335.
Gameful Design: The Lens of Intrinsic Skill Atoms
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Problems identified with the skill atom of inviting contacts:• List of contacts was too long; the system did not limit and structure choice into clear and
doable chunks(lens of bite-sized actions and limited choices)
• Feedback consisted of a single line of text; not juicy, surprising, or varied(lens of juicy, varied, and surprising feedback)
• Users did not receive clear feedback about their invitations(lens of immediate and actionable feedback, lens of graspable progress)
• The system did not offer any call to action after inviting contacts(lens of next best action)
Source:S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335.
Gameful Design: The Lens of Intrinsic Skill Atoms
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Screenshot of a success message prototype:
Source:S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335.
Gameful Design: The Lens of Intrinsic Skill Atoms
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Suggested solutions:• Appeal to motives: “34 addresses that will soon be automatically kept up to date for you”• Next best action: “synchronize contacts from your address book?”• Juicy feedback: the number of invited contacts dissolves into an animation of butterflies that
fly across the interface• Varied feedback: butterflies change unexpectedly with the kind and number of invitations
Source:S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335.
The Intrinsic Motivation RAMP
19Source: Gamified UK (Andrzej Marczewski).
The Gamification User Types Hexad
20Sources: Gamified UK (Andrzej Marczewski).G. F. Tondello, R. R. Wehbe, L. Diamond, M. Busch, A. Marczewski, and L. E. Nacke. 2016. The Gamification User Types Hexad Scale. In Proceedings of CHI PLAY '16. Austin, TX, USA. ACM.
Take the test:https://www.gamified.uk/UserTypeTest2016/user-type-test.php
The Gamification User Types Hexad
21Source: Gamified UK (Andrzej Marczewski).
Gamification Elements
22Source: Gamified UK (Andrzej Marczewski).
Groups of Gameful Design Elements
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Individual Motivations
Immersion
Progression
External Motivations
Risk/Reward
Customization
Incentive
Social Motivations
Socialization
Assistance
AltruismIcons are CC-BY 3.0 by Game-icons.netSource: G. F. Tondello, A. Mora, and L. E. Nacke. 2017. Elements of Gameful Design Emerging from User Preferences. In Proceedings of CHI PLAY '17. Amsterdam, Netherlands. ACM, 129-142.
Example:How to make a gameful image tagging task?
24Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.
How to make a gameful image tagging task?Progress Feedback
25Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.
How to make a gameful image tagging task?Points and Levels
26Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.
How to make a gameful image tagging task?Badges
27Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.
How to make a gameful image tagging task?Unlockable Content (avatars)
28Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.
How to make a gameful image tagging task?Leaderboard
29Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.
How to make a gameful image tagging task?Challenges
30Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.
How to make a gameful image tagging task?Power-Ups
31Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.
Summary
Gamification is “the use of game design elements in non-game contexts”
Gameful design aims to motivate and engage users by affording the feelings of relatedness, autonomy, and competence, or by giving rewards
Gameful design works by studying and reframing the challenges involved in the user’s activity and supporting them with gameful design elements
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