GAMIFICATIONSINNODER

UNSINN?EINE KRITISCHE BETRACHTUNG

VON GAME DESIGN IM NICHT-GAME-UMFELD

–Philipp Gonzales-Scheller

(@philippgonzales)barcamp Hamburg 2011, OTTO

11. November 2011

2

Einsatz3

Funktion

4

Meinungen5

Optionen

6

Lösung

Definition

1

1

Definition–1.1

Was ist eigentlich Gamification?

GA - MI - FI - CA - TION„integrating game dynamics into your site, service, community or campaign to drive participation“

( )

WISSENSCHAFTLICHE DEFINITION

„Gamification is the use of game design

elements in

non-game contexts“

1

Definition–1.2

Und was ist es nicht?

2

Einsatz–2.1

Wo wird das bereits eingesetzt?

SPORT: Nike+

FOOD: foodzy

FINANCE: mint.com

EDUCATION: Tutpup

SHOPPING: shopkick

WORK: salesforce

GOVERNMENT: digitalkoot

LBS: foursquare

BADGES–

Belohnung, Status

LEADER-BOARD

–Competition,Comparison

POINTS–

Tracking,Feedback

LBS: SCVNGR

BANDITEN

MAL EIN PAAR ZAHLEN ZU

GAMIFICATION-

$0#

$1#

$2#

$3#

$4#

$5#

$6#

$7#

$8#

$9#

$10#

2010# 2011# 2012# 2013# 2014# 2015# 2016#

Social'Media'Marke-ng'

Gamifica-on'

Spending#on#Social#Media#Marke;ng#and#Gamifica;on#(in'billions)'

Source:'M2'Research'

3%' 5%' 6%'

10%' 16%'

23%'

31%'

GARTNER HYPE CYCLE 2011

3

Funktion–3

Warum funktioniert das?

ANBIETER

REWARDS

REWARDS

ALFIE KOHN

–Punished

byRewards

„When we are repeatedly o!ered

extrinsic motivators, we come to find the task or behaviour for

which we are rewarded less

appealing in itself than we did before.“

ALFIE KOHN

–Punished

byRewards

„Thereafter our intrinsic motivation having shrunk, we are less likely to

engage in the activity unless o!ered an inducement for

doing so.

After a while, we appear to be responsive to

rewards“

RAPH KOSTER

–A Theory of

fun for Game Design

„Fun is just another word for learning“

RAPH KOSTER

–A Theory of

fun for Game Design

„Fun from games arises out of

mastery. It arises out of comprehension. It is the act of solving puzzles that makes

games fun. With games, learning is

the drug.“

RAPH KOSTER

–A Theory of

fun for Game Design

„Fun is just another word for learning,

through interesting challenges“

ZIELE...

+ REGELN...

= INTERESSANTE HERAUSFORDERUNG

+ FEEDBACK

= ERFAHRUNG VON MEISTERSCHAFT

KOMPETENZ–

MEISTER-SCHAFT

ERLANGEN

BEZOGEN-HEIT

–GEGEN-SEITIGE

UNTERSTÜTZUNG

AUTONOMIE–

FREIWILLIG AKTIV

WERDEN

INTRINSISCHE BEDÜRFNISSE

BEDÜRFNISSE VS GAME MECHANICS

BARTLE‘S PLAYER TYPES

P.E.N.S.–

PLAYEREXPERIENCE

OFNEED

SATISFACTION

MIHALI CSIKSZENTMIHALY: FLOW

4

MEINUNGEN–4

Wer hat welche Haltung zu

Gamification?

„Gamification is marketing bullshit, invented by

consultants...

...The rhetorical power of the word "gamification" is enormous,

and it does precisely what the bullshitters want: it takes games—a mysterious, magical, powerful

medium that has captured the attention of millions of people...

...Indeed, the very point of gamification is to make the sale

as easy as possible...

...I've suggested the term "exploitationware" as a more

accurate name for gamification's true purpose“

IAN BOGOST

–„Gamification

is Bullshit

„Do people not do something because they are not able to? - then increase ease of use.

Do people not do it because they have no free time? - then work on that.

Only if motivation is the issue can gamification be a [legitimate] way [of influencing behaviour]“

SEBASTIAN DETERDING

–Forscheram Hans-Bredow-Institut

„Games are the only force in the known

universe that can get people to take

actions against their self-interest, in a predictable way,

without using force“

GABEZICHERMAN

–Game based

Marketing

5

OPTIONEN–5

Und was bedeutet das jetzt für uns?

AGENTUREN–

ENTWICKLER–

UNTER-NEHMEN

–

AMY JO KIM: 7 CORE CONCEPTS

KNOW WHO IS PLAYING

DESIGN FOR THEIR SOCIAL STYLE

Regel #1

AMY JO KIM: 7 CORE CONCEPTS

BUILD A SYSTEM THAT IS

EASY TO LEARN AND

HARD TO MASTER

Regel #2

AMY JO KIM: 7 CORE CONCEPTS

BUILD

FUNPLEASURE

SATISFACTION

INTO YOUR CORE ACTIVITIY LOOP

Regel #3

AMY JO KIM: 7 CORE CONCEPTS

USE PROGRESS MECHANICS

TO „LIGHT THE WAY“ TOWARDS

LEARNING AND MASTERY

Regel #4

AMY JO KIM: 7 CORE CONCEPTS

DESIGN FOR

ONBOARDINGHABIT-BUILDING

ELDER GAME

Regel #5

AMY JO KIM: 7 CORE CONCEPTS

AS PLAYERS PROGRESS,UNLOCK

GREATER CHALLENGES,CUSTOMIZATION AND

PRIVILEGES

Regel #6

AMY JO KIM: 7 CORE CONCEPTS

GIVE PLAYERS REAL POWER VIA

STATSVOTING

EARNED ROLESAND CROWD SOURCING

Regel #7

6

LÖSUNG–6

Was ist jetzt die Antwort?

DANKE!–

@philippgonzalesphilipp@philippgonzales .com

www.philippgonzales.com