GAMIFICATION:AN INTRODUCTION
Gustavo F. TondelloJuly, 2016
Photo: Game Night by Randy Robertson (CC BY 2.0)
What is Gamification?
Photo: Gamification by michael davis-burchat (CC BY-ND 2.0)
Gamification can be seen as part of Positive Computing
Sources: Positive Computing.Yu-kai Chou. Actionable Gamification: Beyond Points, Badges, and Leaderboards. Octalysis Media: 2015.
Positive Computing“design and development of technology to support wellbeing and human potential.”
Human-Focused Design“optimizes for human motivation in a system as opposed to optimizing for pure functional efficiency within the system.”
Two focuses: wellbeing (goals) and motivation (means).
Source: Deterding, Dixon, Khaled, Nacke. From Game Design Elements to Gamefulness: Defining “Gamification”. MindTrek ‘11
What is Gamification
Playful Design
Gameful Design
(Gamification)
Toys Games
Parts
Whole
Play Games
Gamification is “the use of game design elements in non-game contexts”.
Level Description Example
Game interface design patterns
Common design solutions Badges, leaderboards, levels
Game design patterns and mechanics
Reoccurring parts of the design of a game that concern gameplay
Time constraint, limited resources, turns
Game design principles and heuristics
Evaluative guidelines to analyze design problems solutions
Enduring play, clear goals, variety of game styles
Game models Conceptual models of thecomponents of game experience
MDA; challenge, fantasy, curiosity; game design atoms
Game design methods Game design-specific practicesand processes
Playtesting, play-centric design, value conscious game design
Source: Deterding, Dixon, Khaled, Nacke. From Game Design Elements to Gamefulness: Defining “Gamification”. MindTrek ‘11
Gamification is “the use of game design elements in non-game contexts”.
Source: Deterding, Dixon, Khaled, Nacke. From Game Design Elements to Gamefulness: Defining “Gamification”. MindTrek ‘11
Training Education Health Fitness
NutritionCustomer relations
Human resources
Team management
Gamification is mainly concerned with users’ motivation.
Motivated users engage use a system or
application more often and for longer periods.
Motivated employees are more effective in their
activities.
A system may be great at performing its function,
but users must be motivated to use it!
Photo: Mike Linksvayer (CC0)
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?
Theory of Motivation
Sources: Self-determination theory (SDT).Rigby and Ryan. Glued to Games: How Video Games Draw Us In and Hold Us Spellbound. Praeger: 2011.
Intrinsic Motivation: the activity is enjoyable by itself.
• 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
Extrinsic Motivation: comes from the expectation of
earning something (a reward) in return from
completing an activity.
Motivation in Games
Bernard Suits
The Grasshopper: Games, Life and Utopia. 3rd Ed. Broadview, 2014.
“Playing a game is a voluntary attempt to overcome
unnecessary obstacles.”
Motivation in Games:Autonomy
Motivation in Games:Competence
Motivation in Games:Relatedness
Motivation in Games: Rewards
Gamification Examples and Platforms
Photo: Gamification of Life by VFS Digital Design (CC BY 2.0)
Source: GamEffective
Gamification Example:GamEffective
Source: Fitbit
Gamification Example:Fitbit
Source: Habitica
Gamification Example:Habitica
Source: Duolingo
Gamification Example:Duolingo
Source: SuperBetter
Gamification Example:SuperBetter
Gamification Platforms
Gameful Design
Photo: Gamification of Life by VFS Digital Design (CC BY 2.0)
Source: Brian Burke. Gamify: How Gamification Motivates People To Do Extraordinary Things. Bibliomotion: 2014.
Gameful Design Process
Define business outcomes and success metrics
Define target audience
Define player goals
Define engagement model
Define play space and game mechanics
Gameful Design Methods
Marczewski’sGamification Framework
Octalysis FrameworkLens of Intrinsic Skill
Atoms
Gamification ToolkitGamification Model
CanvasKaleidoscope of
Effective Gamification
Suggested additional material
An Introduction to Gamification in Human-Computer Interaction
Photo: Gamification by michael davis-burchat (CC BY-ND 2.0)
What is Gamification?
Photo: A Board Game by Karen Borter (CC BY-ND 2.0)
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