gamification: solving the engagement problem in communication?
TRANSCRIPT
Gamification solving the engagement problem? Sebastian Deterding (@dingstweets) Games & Play in Communication 14 April 2016, ITU Copenhagen
cb
Does gamification
solve our engagement problemS?
Simple answer
MU
http://www.flickr.com/photos/ewanrayment/1250158647
Slightly more complicated answer
<1> gamification?
Gamification The use of game design elements in non-game contexts
3 x Gamification & COMMUNICATION
Gamy campaign Brand
Brand
Gamy
Gamy product
Campaign one-time spectacle for attention or affective communication
AMPLIFIER amplifier of engagement
Product Enhanced core product value
layer
Campaign1
Amplifier2
Product3
<2> engagement problems?
Buy!from one-time transaction …
Upload!
Comment!
Tag!
Digg!Forward!
Invite!
Bookmark!Retweet!
Share!
Add friend!
Design!
Mark as Spam!
Like!
Answer!Vote!
Register Now!
Subscribe!
to sustained inter-action
a threefold
shift
From communication to interaction
Shift
#1
Effective communication
A I D A
Attention Interest Desire Action
Attention Interest Desire
⎫⎬ ⎭⎫⎬ ⎭
What we excel at
Where we can learnAction
Attention, Interest, Desire ...
Finding
Deciding
Acting
Interaction design?
A
B
from usability …
Shift
#2
… to motivation
loyalty programs?
From extrinsic to intrinsic
Shift
#3
http://www.flickr.com/photos/diego_rivera/4261964210
extrinsic motivation
intrinsic motivation
http://www.flickr.com/photos/areyoumyrik/308908967
what intrinsic motivation drives the most
passionate customers?
Pop Quiz!
The product is awesome!
The company is awesome!
The experience is awesome!
A B C
Pop Quiz!
The product is awesome!
The company is awesome!
The experience is awesome!
A B C
Pop Quiz!
I am awesome!D
Better X
Better user of X** aka »competence«
»Learning is one of the fundamental reasons games are so engaging. The more you learn, the better you are at something. The better you are, the more engaging it is. If you can help people have more of that feeling, they won't talk about how good you are – they'll talk about how much they kick ass. And that's a powerful formula for creating passionate users.«
Kathy Sierraupgrade your users, not your product (2005)
Game design!
Interaction + Intrinsic motivation =
Raph Koster
»Fun is just another word for learning.«
a theory of fun for game design (2005)
»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 Kostera theory of fun for game design (2005)
Edward Deci, Richard Ryan
»An understanding of human motivation requires a consideration of innate psychological needs for competence, autonomy, and relatedness.«
the what and why of goal pursuit (2000)
<3> how?
loopy systems
Part
#1
goals …
+ RULES ...
= interesting challenges
+ Feedback ...
http://www.flickr.com/photos/bodgerbrooks/1315419080
= experiences of competence
feedback without challenge
core game loop
motivation
rule system
goal
success! / failure!
action/resource
feedback
challenge
Tt(p): Time to first penis in user-generated content
tools & license for expression
https://www.flickr.com/photos/benimoto/2084853203
real experience design™
Part
#2
the inherent-additive model of experience
“just add gamy stuff”
a resounding
failure …
http://www.flickr.com/photos/8147452@N05/2913356030/sizes/o/
experience is emergent
the systemic-emergent model of experiencehttps://www.flickr.com/photos/benimoto/2084853203
AestheticsMechanics Dynamics
Hunicke, LeBlanc & Zubekmda: a formal approach to game design (2004)
Monopoly
aesthetic
Frustrating end game
mechanic dynamic
Slow poverty gap
+$ !+-$ !-
AestheticsMechanics Dynamics
How the designer creates it
Rainer Knizia
»The life blood of game design is testing. Why are we playing games? Because it‘s fun. You cannot calculate this. You cannot test this out in an abstract manner. You have to play it.«
shift run stop, episode 40 (2010)
<4> to conclude
Does gamification
solve our engagement problemS?
Slightly more complicated answer
No. But it prompts the right question: How to design systems that afford intrinsically motivating interactions?
