gamification is bullshit

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is gamifica)on bullshit? sketching a current debate University of Utrecht, Game Studies 2012 Laura Amenta, Therese SchediBa, Noraly Schiet, Kimberly Waldbillig

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A team effort to show a Game Studies class what Gamification is all about

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Page 1: Gamification is Bullshit

is  gamifica)on  bullshit?    sketching  a  current  debate  

University  of  Utrecht,  Game  Studies  2012  

Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig  

 

Page 2: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Ian  Bogost  

 

•  Professor  at  the  Georgia  Ins)tute  of  Technology  

•  Video  game  designer  and  researcher  

•  Most  outspoken  cri)c  of  gamifica)on  

•  Suggested  reading:  www.bogost.com  

Page 3: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Bogost‘s  thesis  

 Gamifica)on  is  …  

Page 4: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Defini)on  of  „Bullshit“  

•  Harry  Frankfurt‘s  essay:  „On  Bullshit“  (1986)  •  Bullshit  

–  Dis)nc)on  between  lying  and  bullshi^ng  –  Used  to  conceal,  impress  and  persuade      someone  

–  Bullshi_ers  are  generally  unconcerned  with  the  truth  or  falsehood  of  their  statements  

     bullshit  is  a  greater  enemy  of  the  truth  than  lies  

   

Page 5: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

„GAMIFICATION  IS  BULLSHIT“  

•  griaer‘s  game  • mod-­‐marke)ng  miracle  • watered-­‐down  magic    •  exploita)onware  

 

Page 6: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Cow  Clicker  

Page 7: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Ques)on  1  

 What  is  gamifica)on  according  to  Ian  Bogost?    –  A.  a  way  to  redesign  old-­‐school  games  –  B.  a  way  to  exploit  users  for  the  benefit  of  corpora)ons  –  C.  a  concept  that  uses  game  mechanics  to  make  games  be_er  –  D.  a  way  to  design  normal  things  to  be  more  fun  

 

Page 8: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Ques)on  2    

 Why  does  Bogost  call  the  product  of      gamifica)on  “exploita)onware”?  

–  A.  they  exist  only  to  capture  data  –  B.  they  are  made  by  robots  –  C.  they  aren’t  real  games  –  D.  marketers  use  them  to  bullshit  people  

 

Page 9: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Gartner  Hype  Cycle  2012  

Page 10: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Ques)on  3  

 According  to  the  Gartner  Hype  Cycle,  in  what  )me  frame  will  gamifica)on  reach  its  peak?  

– A.  less  than  2  years  – B.  2  to  5  years  – C.  5  to  10  years  – D.  more  than  10  years  

Page 11: Gamification is Bullshit

beyond    Bogost...  

Page 12: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Gabe  Zichermann    

•  Googler,  entrepreneur,  author  

and  marke)ng  consultant  

 •  “Dark  Lord“of  the  

gamifica)on  movement  

 •  Focuses  on  points,  

badges,  and  leaderboards  

 

Page 13: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Jane  McGonigal  

•   advocate  of  gamifica)on    

• “gaming-­‐esque”  achievement  and  sa)sfac)on    

•   add  gamelike  layer  to  the  world    

• “reality  is  broken”  because  people  don’t  get  to  feel  “epic”  oaen  enough  

 

Page 14: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Ques)on  4  

 Which  of  the  following  entrepreneurs  is  considered  the  Dark  Lord  of  the  gamifica)on  movement?    – A.  Lewis  Zimmerman  – B.  Gabe  Zichermann  – C.  Mark  Zuckerberg  – D.  Gabe  Zimmerman    

Page 15: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Ques)on  5  

Why  is  Jane  McGonigal  cri)cized?    – A.  She  defines  gamifica)on  wrong  – B.  She’s  a  woman  – C.  She  doesn’t  ask  why  people  are  unhappy  – D.  She  focuses  too  much  on  serious  gaming  

Page 16: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Problem-­‐solu>on:  Sebas>an  Deterding  

Which  points  are  oaen  missing?  1.  Meaning|  content,  community  2.  Mastery  |  compe--on,  goals,  

rules&rewards  3.  Autonomy  |  a  free  space  to  play  

in  and  with  

Solu)on?  Know  your  users  |  learn  how  to  

design  a  game  |  test  forever!  

Page 17: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Opinion  Con>nuum  

Page 18: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Ques)on  6    

 What  are  the  three  points  Deterding  is  missing  in  most  uses  of  gamifica)on?  

– A.  meaning,  achievement,  collabora)on  – B.  meaning,  mastery,  autonomy  – C.  meaning,  form,  mastery  – D.  meaning,  form,  autonomy  

Page 19: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Correct  Answers  

1.  B            a  way  to  exploit  users  for  the  benefit  of  corpora)ons    2.  A            they  exist  only  to  capture  data  3.  C            5-­‐10  years  4.  B            Gabe  Zichermann  5.  C            she  doesn’t  ask  why  people  are  unhappy  6.  B          meaning,  mastery,  autonomy  

Page 20: Gamification is Bullshit

04.10.2012   Is  gamifica)on  bullshit?  Laura  Amenta,  Therese  SchediBa,  Noraly  Schiet,  Kimberly  Waldbillig    

Final  Round  

 According  to  Deterding,  which  one  out  of  the  following  points  is  not  essen)al  to  design  successful  gamifica)on?    – A.  do  user  research  – B.  be  innova)ve  – C.  test  your  prototype  – D.  learn  basics  of  game  design    

Page 21: Gamification is Bullshit

Gamified  yet?