gamification session barcamp hamburg 2011
DESCRIPTION
Badges hier, Punkte sammeln da, die gesamte Onlinewelt wird "spielifiziert". Ist das mal wieder nur so eine billige Marketingmasche um User mit Psychotricks zu überlisten noch mehr Produkte zu kaufen die sie gar nicht haben wollen, oder bringt das Hype Thema auch Positives mit sich?Meine Session auf dem Barcamp Hamburg 2011 handelte von Sinn und Unsinn von GamificationTRANSCRIPT
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+
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