gamification spilificering. “the infusion of game mechanics, game design techniques and game style...
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GAMIFICAT
ION
SP
I LI F
I CE
RI N
G
“The infusion of game mechanics, game design techniques and game style into non-game applications f.x. websites, urban landscapes & native apps to make them more fun and engaging.”
http://gamification.org/
WHAT IS GAMIFICATION?
“The suburbs in France and elsewhere are not built for living but for playing, either with cars or bikes or with your own body as a game character.” The building jumpers are players of today’s lives.
[THE LUDIC SOCIETY: “READY PLAYED” VIDEO INSTALLATION]
GAMIFICAT
ION
“Elements from the game world as scoring, tagging and rating is deliberately used in all sorts of contexts to engage people to make them curious and committed to move forward, learn, solve problems, achieve results and compete with each other.”
Spaceinvaders, Kunsthallen Nikolaj
algor
ithm
act a
s if
you w
ould
be
in a
gam
e!
GAMIFICAT
ION
“By taking advantage of man's psychological disposition to participate in games, giving people virtual money, or by handing out stars can gamification encourage people to perform tasks, they usually regard as tedious as filling out questionnaires and tax returns or memorize.”
“Spaceinvaders”, Kunsthallen Nikolaj, 2011
algor
ithm
act a
s if
you w
ould
be
in a
gam
e!
GAMES FOR MARKETING & CRMG R A N D T H E F T A U T O ( F R E E - R O A M I N G V I D E O G A M E U K - 1 9 9 7 ) S H O P K I C K ( 2 0 0 9 )
“URGENT” EVOKE DIRECTED BY JANE MCGONICAL“Reality is broken” by Jane McGonical
Social Network Game:
“GAMES ARE REALITY ENGINES, FRAMEWORKS FOR MEANING MAKING”CREATING CRITICAL GAMES BY MARY FLANAGAN
Social Games: F.x: help users achieving difficult goals
FIND ET EKSEMPEL PÅ GAMIFICATION
Complex business interactions can be made accessible and intuitive.
Apply game design to create user experiences that engage people and bind them to the company.
GAMEPRINCIPLES
Collecting information,
news, contacts, images
mm.
Fans, followers,
bookmarks, badges etc
1. GAMEPRINCIPLE:
COLLECTING
2 GAME PRINCIPLE:
EARNINGPoints, stars,
Recommendations,
rankings, thumbs up,
approval etc.
Gratification, leading to
the user’s positve
emotional attachment,
which in turn the user
associates with the brand.
3. GAMEPRINCIPLE:
FEEDBACK
Email, chat, forums,
comments
4. GAMEPRINCIPLE:
EXCHANGE
A social element
Profile,
User interface
5. GAMEPRINCIPLE
CUSTOMIZING
JESPE
R JUUL “A game is a rule-based
system with at variable and quantifiable outcome, were different outcomes are assigned different values, the player exerts effort in order to influence the outcome, the player feels emotionally attached to the outcome, and the consequences of the activity are optional and negotiable”
USER = PLAYER/GAMER
Optimism Social fabricProductivityEpic Meaning
THE RULES
A game is not a game without rules
Easy to learn – Hard to master
Balance:
Obey the rules
Same chance of winning
Etiquette and terminology
Step 1:Make sure the Company is committed to the game
PLAYBOOK - STRATEGY
HALF-LIFE
Step 2: Understand the User’s interests and Goals
What engage them?
PLAYBOOK - STRATEGY
LAY OFF
Step 3: Sustaining the Game’s momentum/ vedligeholdelse af spillets dynamik
PLAYBOOK - STRATEGY
PLAYBOOK - STRATEGY
Step 4: Mechanics and Rules for Game Design
PLAYBOOK - STRATEGY
Step 5. Extend and Diversify the Game/Udvid og differentier spillet
THE LURKER PHENOMENON
- Passive observers
- 90 % online users are “lurkers”
1. Competence
2. Difficulty
3. Motivation
THE LURKER PHENOMENON
Altruism/(uegennytte): action that someone takes for the good of others, with no ulterior motive.
Close-up Altruism: concept from sociology. A persons altruism towards someone whom they know in order to take part in their joy.
F.x. Fanmails, donations, word of mouth
“CLOSE-UP ALTRUISM”
PEOPLE DO GOOD DEEDS IN ANTICIPATION OF RECEIVING GOOD DEEDS IN RETURN.
A COMPANY CAN OFFER FREEBIES AND GIFTS AND REDUCING PRICES IN ANTICIPATION THAT CUSTOMERS WILL BUY THE PRODUCT AND/OR BRING NEW CUSTOMERS.
A COMPANY CAN OFFER BENEFITS TO CUSTOMERS WHO PROVIDE USEFUL FEEDBACK
ANTICIPATED RECIPROCITY/FORVENTET GENSIDIGHED
TIT FOR TAT
EXERCISE: GAMIFICATE THE SCHOOL SPACECreate a social game using Twitter, Facebook, QR-codes, sms etc
Encourage interaction with and among the students, teachers, administrators etc.
and appropriate the school.
Create unexpected encounters through storytelling and discovery.
Brainstorm a game idea
Sketch a gameplay
Define the rules
Create a prototype
Play!
Prototyping Tools:Apps in Seconds:http://appinseconds.com/iWebkit:http://snippetspace.com/portfolio/iwebkit/Phonegap:http://phonegap.com/
QR-code Generators:http://qrcode.kaywa.com/http://goqr.me/http://www.qrstuff.com/http://mashable.com/2011/04/18/qr-code-design-tips/
Mobile Barcode Reader:http://www.i-nigma.com/Downloadi-nigmaReader.htmlhttp://www.mobile-barcodes.com/qr-code-software/#kaywa-reader
Litteratur:Ward et al: The Smashing Book #2. Smashing Media, 2011
“Space Invaders” Katalog fra udstilling på Nikolaj Kunsthal.