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Slides from the Sep 19 Brisbane Web Design Meetup presentation: A detailed introduction to gamification
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http://www.flickr.com/people/8473570@N02November 2012 September 2013
Gami!cation - de!ning, designing and using itZachary Fitz-Walter - Mobile Innovation Lab
http://www.flickr.com/people/8473570@N02
http://www.flickr.com/people/8473570@N02November 2012 September 2013
Gami!cation - de!ning, designing and using itZachary Fitz-Walter - Mobile Innovation Lab
http://www.flickr.com/people/8473570@N02
Sep 19 - International Talk Like a Pirate Day
Today’s missions >>
1. What is gamification?
2. Designing gamification
3. Gamifying websites
http://www."ickr.com/photos/ramblingtraveler/3544734138/
http://www."ickr.com/photos/walkingsf/5463240793/
Odenplan, Stockholm, Sweden
http://www.thefuntheory.com/piano-staircase
The Fun Theory
http://www.thefuntheory.com/piano-staircase
Using play to motivate
Gamification
Gamification
http://www.forbes.com/sites/danieltack/2013/01/02/world-of-warcraft-gearing-up-at-level-90/
1. What is gamification?
Gamification is a special word
2009 2010 2011 2012 2013
Web search interest in gamification
trends.google.com
TextText
“By 2015, More than 50 percent of organizations that manage innovation processes will gamify those processes”
Gartner Press Release - 2011http://www.gartner.com/it/page.jsp?id=1629214
http://www.gamification.co/wp-content/uploads/2012/12/Gartner-2012-Hype-Cycle.jpg
And gamification became a buzzword
http://www.bogost.com/blog/gamification_is_bullshit.shtml
http://www.flickr.com/people/14516334@N00
“80 Percent of Current Gamified Applications Will Fail to Meet Business Objectives Primarily Due to Poor Design”
Gartner Press Release - 2012http://www.gartner.com/newsroom/id/2251015
http://www.redherring.com/internet/gamification-platform-badgeville-raises-25m/
Mixed Messages?
Gamification
Games
http://laportecreative.com/blog/wp-content/uploads/2012/09/nerdyrevenge.jpg
The average gamer?
Video games have become mainstream
92% of Australians live in a household with at least one device used for playing games
Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
The average age of a gamer is 32
Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
(And 43% of people aged 51 or older are also gamers)
Genderof Australian gamers
53%Male
47%Female
Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
Video games have become big business
The video game industry in Australia netted $1.161 billion in revenue last year
Interactive Games & Entertainment Association, 2012http://www.igea.net
In the US consumers spent $24.75 billion on video games, hardware and accessories in 2011.
Entertainment Software Association, 2011 - http://www.theesa.com/facts/index.aspThe Numbers, 2011 - http://www.the-numbers.com/market/
(More than double that of theatre takings for the same year)
Video games have become mobile
Mobile phones are used to play games in 43% of game households, tablet computers in 13%
Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
Video games have become social
1 in 5 gamers play social network games1 in 10 play massively multiplayer games
Interactive Games & Entertainment Association, 2012http://www.igea.net/wp-content/uploads/2011/10/DA12FinalLinkVideo.pdf
Games are incredibly engaging
World of Warcraft
Kill 3 boars
Wait... this is just like work
It was really fun work
12 million subscribers in 2010
This doesn’t make sense
http://upload.wikimedia.org/wikipedia/commons/8/8f/Eve_Online_-_market_browser_%28Trinity%29.jpghttp://img.brothersoft.com/screenshots/softimage/e/egrid3_com_add-in_for_microsoft_excel-59184-1228807074.jpeg
Most games boil down to solving a problem...
• Find a way to kill 3 boars
• Find a way to get more points than the other team
• Find a way to get to the finish line before the other players
• Find a way to complete this level
• Find a way to destroy the other player before they destroy you
Examples are from The Art of Game Design, Jesse Schell, 2008
"Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. In other words, with games, learning is the drug”
- Raph KosterA Theory of Fun, 2005
Hang on, if games are so engaging...
...could we use them to make other things engaging?
Gamification
Serious games
http://www.whatisthe2gs.apple2.org.za/files/ReaderRabbit/ScreenGrab_1/reader_rabbit_shot.gif
Why gamification? Why now?
With our powers combined...
http://www.flickr.com/photos/28122162@N04/4968733873/
Billie Weiss, Original uploader Rschuman at en.wikipedia http://commons.wikimedia.org/wiki/File:Zombie_Chase.jpg
FitbitRunkeeperZombies RunChore WarsFoursquareThe Email Game
All before 10:00am
Gamification
Framing real activities and tasks like a video game, in order to make them more engaging and motivating
Gamification
Persuasive Design
http://cdn.socialmediaexaminer.com/
Gamification Examples
Sustainability - Nissan My Leaf
Sustainability Nissan CARWINGS
Sustainability - Nissan My Leaf
Sustainability Nissan CARWINGS
Sustainability Bottle Bank Arcade
Exercise Nike+
Exercise Nike+
Lifestyle Health Month
Lifestyle Health Month
Education Khan Academy
Education Khan Academy
Education Code School
Support Stack Overflow
Finance Mint
Productivity Epic Win
Social Influence Klout
Gamification Leaderboarded
Google Glass
Eran May-raz and Daniel Lazo, 2012, https://vimeo.com/46304267
Gamification
But can it actual work?
2. Designing Gamification
Let’s play a game...
What do these have in common?
Education Khan Academy
What do these have in common?
•Points•Badges•Leaderboards•Levels
Gamification Blueprint
•Points•Badges•Leaderboards•Levels
•Points•Badges•Leaderboards•Levels
= Rewards}
Behaviour + Rewards = Fun!Behaviour + Rewards = Fun!
progresswars.com
So what’s missing?
"Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes games fun. In other words, with games, learning is the drug”
- Raph KosterA Theory of Fun, 2005
So how can we design for engaging experiences?
Motivation
Motivation
Extrinsic Intrinsic
Extrinsic Motivation
http://2bgr8stock.deviantart.com/art/Money-Cash-113445826
Behaviour + Rewards = ExtrinsicMotivation
Intrinsic Motivation
Tim Pierce http://www."ickr.com/photos/48439369@N00
Intrinsic Motivation
http://www.flickr.com/photos/allisonjohnstonn/6332963681/
•Points•Badges•Leaderboards•Levels
So what makes a game motivating to play?
• Autonomy - choice to play and choice over actions
• Competence - ability to optimally challenge players
• Relatedness - connection with others
Autonomy
Autonomy
Autonomy
Competence
Flow
Nooshin Beik http://commons.wikimedia.org/wiki/File:Rock_climber_Dennis_George.JPG
Proposed by Csíkszentmihályi
• Intense and focused concentration
• Merging of action and awareness
• A loss of reflective self-consciousness
• A sense control or agency over the activity
• A distortion of time
• Experience of the activity as being intrinsically rewarding
Nakamura, J., & Csikszentmihalyi, M. (2009). Flow theory and research. In C. R. Snyder & S. J. Lopez (Eds.), Handbook of positive psychology (pp. 195-206). Oxford: Oxford University Press.
Factors of a flow experience
• A clear goal
• Clear progress
• Clear and immediate feedback
• Balance of challenge and skill
Conditions for flow
Based off a graph proposed by Csíkszentmihályi
Relatedness
These are important factors to consider when trying to design a game.
These are important factors to consider when trying to design gamification.
Gamification design framework
Gamification Design Framework
1. Identify the activity and gamification goals
2. Design the gamification experience
3. Obtain feedback and iterate the design
1. Identify the activity
http://www.flickr.com/photos/hoteldelapaixgeneve/5726470040/
Do you really need gamification?
• Have you got an engagement or motivation problem?
• Ask yourself is this a problem that can’t be improved in any other way?
• If motivation is lacking... looking towards game elements and theory might be worthwhile.
Why is it boring? What’s missing?
• Clear and interesting goals
• Feedback
• Interesting and playful mechanics
• Challenge
• Progression and Mastery
• Aesthetics and Narrative
Determine the goals
Turn the goals into metrics
Sensors
People
http://gamingtheclassroom.wordpress.com/syllabus/
2. Design the gamification
Think of your users as players
http://www.flickr.com/photos/allisonjohnstonn/6332963681/
What do they like as players?
http://bizfest.files.wordpress.com/2013/01/bartle.png
Design like a game
http://www.flickr.com/people/8473570@N02
Balance with the function
3. Test and iterate
http://www.flickr.com/people/8473570@N02
Dangers of Gamification
Distractions
Games get boring
Cheating
http://commons.wikimedia.org/wiki/File:Cheating.JPG
Cheating
http://commons.wikimedia.org/wiki/File:Cheating.JPG
Ethics and real life dangers
http://www.flickr.com/photos/ellenm1/6050529448/
Example - Learning to Drive
Young drivers aged 17-24 years are at a risk of death and injury from road crashes due to their age and inexperience on the road.
Driver experience is an important part of driver safety therefore it is important that Learner drivers undertake a wide-range of practice while learning to drive.
As of 2007, QLD Learners are required to undertake 100 hours supervised learning practice
1. Identify the activity and gamification goals
1.1. Identify the goals and sub goals of the context that are lacking in engagement/motivation
1.2. Translate these goals into metrics
1.3. Work out how to measure and enforce the metrics
Gamification Design Framework
• Encourage learners to spread the practice over the entire learning period
• Practice beyond the mandated one hundred hours have been logged
• Encourage learners to drive in a variety of difference circumstances
Goals
• Sensing available on the devices include:
• Location, Distance Speed: GPS
• Text: Number, Letters
•Weather: Yahoo API
•Need to work on, Skills: supervisor
Sensing
2. Design the gamification experience
2.1. Understand the player
2.2. Aesthetics, Story, Technology, Mechanics
Gamification Design Framework
Design Challenges• Using a phone while driving is illegal
• We don’t want to encourage dangerous driving habits, so competitive game elements need to be designed carefully
• Cheating could be an issue if it encourages them to log false hours
3. Obtain feedback and iterate the design
3.1.Usability, playability, and field testing
Gamification Design Framework
3. Gamifying websites
Have you got an issue with engagement or motivation?
Research• Talk to users, see what they like and don’t like
about your website, or if they’re having issues at certain points
• Surveys
• Usability studies
• Focus groups
• Interviews
Some general issues• Getting users to sign up
• Purchasing a product
• Providing information (e.g., user profiles)
• Engaging with the website content
• Engaging with other users
• Finding specific information
Adding gamification
Adding gamification1. Use a gamification platform or plugin
2. Develop your own gamification solution
Gamification Platforms
Gamification Platforms•There are a range of different gamification
platforms available for websites:
•Badgeville
•Bunchball
•BigDoor
•Gamify
•Gigya
•CaptainUp
Gamification Platforms
Badgeville game mechanics• From the Badgeville website:
• Contextual Rewards
• Missions
• Social Rewards
• Advanced Point Systems
• Levels
• Context Leaderboards
• Instant Notifications
Badgeville Business Results• From the Badgeville website:
• 50% increase in community loyalty
• 4x customer advocates
• 400% more customer reviews
• 85% increase in training completion times
• 70% increase in employee engagement
• 5x increase in social sharing
Platform benefits• Established service
• Support
• Relatively easy to set up
• Proven results
Downfalls • Expensive
• CaptainUp (Free to $999/month)
• One-size-fits-all
• Gamification blueprint:
• Levels
• Badges
• Leaderboards
• Points
Gamification Plugins
Wordpress Plugin Achievements
Joomla Extension AlphaUserPoints
Joomla Extension Gamification Platform
Platform benefits• Free
• Easy to implement
• Extensible
Downfalls • Support
• May not do what you need
• One-size-fits-all
• Gamification blueprint:
• Levels
• Badges
• Leaderboards
• Points
Build your own
Platform benefits• Tailored to your users and problems
• Go beyond the gamification blueprint
• Can be as small or large as you like
• Nothing out there like it
Downfalls • Can be expensive
• Time
• Money
Wrapping it all up
Wrapping it all up• Gamification is around to stay
• More than just badges - design it like a good game
•It’s easy, so start trying it!
http://www.meetup.com/Brisbane-Gamification-Meetup/
•Name: Zac Fitz-Walter
• Class: PhD Candidate from QUT
• Abilities: Research, Teaching, iPhone Development
•Weaknesses: Cats and Mangoes
Zac Fitz-Walter
•Newsletter: http://gami!cationweekly.com
•Web: http://zefcan.com
•Email: z.!tz-walter@qut.edu.au
•Twitter: @zefcan
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