just a little gimmick? gamification 2014 - core mechanics, fields of application and future...
TRANSCRIPT
Just a little gimmick?
Gamification 2014:core mechanics, fields of application
and future prospects
Digital Affairs
- founded in 2010 - strategy for digital communications- Contentstrategy and -marketing- Social Media Governance- Employer Branding- 8 employees
www.digitalaffairs.at
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Some of our clients
Meanwhile in Vienna...
smartcontentday.at
on 10/23/2014 it’s all aboutcontent strategy!
possibly interesting for students:
- whitepapers- presentations (just ask or check slideshare)- Content Cookbook
Gamifi-what?
Gamification: a definition.
Use of game design elements in non-game contexts.*
*Deterding et. al; 2011
digital games: a niche product?
● global revenue 2014: 46.5 billion $1
● USA: time spent playing/capita: 23.2 min daily
● Average player:
Quellen: 1 http://bit.ly/1eJsALr; 2 http://bit.ly/1D8MzQR,
digital games: a niche product?
● global revenue 2014: 46.5 billion $1
● USA: time spent playing/capita: 23.2 min daily
● Average player3:○ 31 years old (39% are over 36) (!)○ 48% female○ mobile!
Quellen: 1 http://bit.ly/1eJsALr; 2 http://bit.ly/1D8MzQR, 3 ESA 2014
Gamification = something new?
Source: soldiershttp://www.bmlv.gv.at/abzeichen/; couponhttp://de.wikipedia.org/wiki/Rabattmarke, boyscout uniform: http://de.wikipedia.org/wiki/Pfadfinderkluft
What are games good at?
Games provide reachable, definite goals.Source: http://de.wikipedia.org/w/index.php?title=Datei:Tetrisgb.jpg&filetimestamp=20090907191647
What are games good at?
Games give instant feedback.Source: http://www.computerbild.de/fotos/Super-Mario-Galaxy-2-Allgemeine-Tipps-5381209.html
What are games good at?
Playing games is rewarding.Source: http://nightmaremode.net/wp-content/uploads/2012/04/level-up.jpg
What are games good at?
Games give room for error.Source: http://nightmaremode.net/wp-content/uploads/2012/04/level-up.jpg
What are games good at?
Games provide comparability.Source: https://www.flickr.com/photos/videocrab/280787884/in/photolist-qP7sq-5mYYnM-5bsEUU
What is Gamification good at?
Changing behavior by- stimulation through reward engines- reachable goal definition- providing momentum through social
mechanics (social glue)
→ Short term behavioral change Vs. long term.
Gamification mechnics I
points→ instant feedback
Gamification mechanics II
badges→ rewards, reachable goal
Gamification mechanics III
highscores→ comparability, bragging
Player Types
graphic: http://frankcaron.com/Flogger/wp-content/uploads/2011/07/frankcaron_playerTypes_flat.pngconcept: Bartle, 1996
critical reception of the term
Ian Bogost: “Gamification is bullshit” [exploitationware]
Jane McGonigal: “With gamification towards a better world.”[alternate reality games]
Gabe Zichermann:“Crush the competition with gamification.”
Bogost: http://en.wikipedia.org/wiki/Ian_BogostMcGonigal: http://en.wikipedia.org/wiki/Jane_McGonigalZicherman: https://www.flickr.com/photos/ictqatar/6845230869/
Believe the hype?
Quelle: http://www.gartner.com/newsroom/id/2575515
Believe the hype?
Quelle: http://www.smartinsights.com/wp-content/uploads/2013/12/gartner-hypecycle-2014-emerging-technologies.jpg
Dividing games and gamification
gamifying something Vs. making a game
game designers: perversion, misuse, boring, Skinner-box, turf war
→ detach concept of gamification from games. Think mechanics on a more abstract level.
Fields of application
- messages that are difficult to grasp
- short term attention-spikes
- increase of interaction through stimulating self efficacy
- (political) campaigning
Predictions
Game Based Learning to be more widespread
Serious Games expected to increase (proper games that often times use a metaphorical approach to make certain real life topics experienceable)
Predictions
- term will vanish
- afterlife of mechanicsin campaigns andmarketing mix
Gamification
~ 2007 - 2020
Examples
Which successful social media service uses gamification mechanics?
gamified features of
Goal: Facebook needs users to repeadedly create fresh, personal content. Needs data for advertising.
Task: Connect with friends!
Instant feedback: likes, comments, shares
points: likes, friend-count, followers, engagemant metrics
social status = representable
Crowdsourcing
Source: Ludwig-Maximilians-Universität München / ARTigo
Raising engagement
Quelle: https://www.zombiesrungame.com/
productivity
Source: http://www.memrise.com/
political campaigning
Source: http://www.idfblog.com/
Practical example:Gamification of the house rules
Campaign: ‘Rücksicht hat Vorrang.’ → not the sexiest topic ever.
Task: Raise awareness for house rules and frequent violations. Raise engagement on blog.
Point to get across: House rules benefit everyone. machen.
Practical example:Gamification of the house rules
- Development time = 2 months- User enforce house rules on blog
- badges for users and aSHARED SCORE.
- reaching score goal = possible prize forall players; 5 levels
Practical example:Gamification of the house rules
running time: 16.09.2013 – 04.10.2013
generated users: > 1.000
1.920.165 awareded points
170.000 interactions
average points/user: 1.951
massive increase in blog traffic: + 377% (!)
more data here: http://digitalaffairs.at/2013/10/09/lets-play-gamification-wiener-linien-hausordnung/and here: http://digitalaffairs.at/2013/10/15/wiener-linien-gamification-fun-facts/
a few recommendations
- set definite goals- use MDA-Framework, narration!- make game design document:
define grammar, tonality, terms to use- use cloud service (Google Drive)- analytics programme- get good technical partner- invest time in testing (diff. user types) mom
test
ConclusionGamification = Use of game design elements in non game contexts
Gamification itself is nothing new.
Core mechanics:
instant feedback through points
badges as rewards and goals
social status represented through levels
bragging rights through high score lists
Gamification and games are farther apart than one would think
Think of gamification mechancis as part of the media mix in campaigns
intrinsic motivation > extrinsic motivation in the long run
Reading list:
● Johan Huizinga: “Homo Ludens”
● Roger Callois: “Man, Play and Games”
● Kevin Werbach: “For the Win: How Game-Thinking can revolutionize your business”
● Ian Bogost: “Persuasive Games - The expressive power of videogames”
● Jane McGonigal: “Reality is broken - why games make us better and how they can change the world.”
Interesting projects
Physics game “Ludwig” -->http://www.playludwig.com/
YPD-Challenge → http://www.ypdchallenge.com/
Financial Literacy Game “ Cure Runners” http://cure-runners.at/
Mag. Vincent Tschaikner
[email protected]@gmail.com
https://www.facebook.com/vincenttschaiknerwww.twitter.com/vvolume
https://www.linkedin.com/in/vincenttschaikner