practical research - gamification

7/21/2019 Practical Research - Gamification

http://slidepdf.com/reader/full/practical-research-gamification 1/20

SAE Institute Belgrade

GAMIFICATION ON THE INTERNET

Želmira Mikljan

Student number: BGD 10155Course ode: 50! "! 101#

Date o$ submission: 1! %anuar& !01#

'ord ount: !1(0



I )ereb& delare t)at I *rote t)is t)esis on m& o*n and *it)out t)e use o$ an& ot)er t)an t)e ited soures and tools and all e+,lanations t)at I o,ied

diretl& or in t)eir sense are marked as su)- as *ell as t)at t)e assignment )as

not &et been )anded in neit)er in t)is nor in e.ual $orm at an& ot)er o$$iial

ommission/

//

Date- 2lae- Signature3



ABSTRACT

Gami$iation is t)e use o$ gaming me)anis and gaming design in non4game enironments/ 6)e gami$iation me)anisms are *idel& used on t)e internet

*eb ,ages and a,,liations3 also/ Man& aut)ors suggest t)at gami$iation

en)anes motiation- user e+,eriene 783- and engagement on t)e *eb/ In t)is

,a,er- I *ill resear) *)i) gami$iation met)ods are most used on t)e *eb-

desribe t)em and anal&se t)em/ Also- I *ill tr& to $ind an a,,ro+imate ,erentage

o$ *ebsites t)at use t)ose met)ods m& sam,le *ill be most ,o,ular *ebsites3/ In

m& resear)- I *ill e+,lore t)e im,at o$ t)e gami$iation on *ebsite9s global

ranking and )o* mu) time users s,end on gami$ied *ebsite in regards to t)e

non4gami$ied *ebsites/

M& $indings *ill s)o* t)at gami$iation doesn9t im,at t)e *ebsite9s ranking

er& notieable- but indis,utabl& is t)at gami$iation a$$ets man& more as,ets-

su) as user e+,eriene- user9s engagement- motiation et/- t)at *ill also be

disussed in t)is ,a,er/

1



TABLE OF CONTENTS

LIST OF FIGURES iii

INTRODUCTION 1

GAMIFICATION MECHANISMS ON THE WEB 2

EFFECTS OF THE GAMIFICATION 3

WEBSITES THAT USE THE GAMIFICATION 4

RESEARCH ON INTERNET GAMIFICATION 8

CONCLUSION 10

REFERENCE LIST 11

BIBLIOGRAPHY 13

2



LIST OF FIGURES

igure 1/ )tt,:;;traelbloggeraadem&/om;*,4ontent;u,loads;!01!;0<;duolingo4lessons/,ng no date3 Aessed: 0( %anuar& !0153/

igure !/ )tt,:;;traelbloggeraadem&/om;*,4ontent;u,loads;!01!;0<;duolingo4

bio,i/,ng no date3 Aessed: 0( %anuar& !0153/

igure =/ Mikljan >/ !0153 Chart showing percentage of gamified and non

gamified websites. At:)tt,:;;i/imgur/om;(&>s80/j,g?1 Aessed: 0( %anuar&!0153/

igure #/ Mikljan >/ !0153 Chart showing the amount of time that user spends on

the website daily. At: )tt,:;;i/imgur/om;Gi(@a/j,g Aessed: 0( %anuar& !0153/

3

http://travelbloggeracademy.com/wp-content/uploads/2012/06/duolingo-lessons.png


http://travelbloggeracademy.com/wp-content/uploads/2012/06/duolingo-biopic.png


http://i.imgur.com/c9yZsX0.jpg?1

http://i.imgur.com/Gi9KaQF.jpg









INTRODUCTION

In reent &ears- t)e trend o$ gami$iation is more and more ,o,ular/ 6)is

a,,roa) is urrentl& being used in eduation- training- *ork su) as em,lo&ee

,rodutiit&3- entertainment- marketing ustomer lo&alt& ,rogrammes3 but also on

t)e internet soial media- e4banking- online learning ourses et3/ ne o$ t)e

reasons $or inreasing ,o,ularit& o$ gami$iation is t)e $at t)at ideo games are

getting more ,o,ular- as a result o$ innate trait o$ )uman kind to ,la&/ Seond

reason $or ,o,ularit& o$ gami$iation is t)at gami$iation- in most ases- a$$ets

*ebsite9s usabilit& in a ,ositie manner- as *ell as engagement and user9s

motiation/ As @a,, !01!3 said- gami$iation is usage o$ game me)anisms and

t)inking- to engage ,eo,le- motiate ation- ,romote learning- and sole

,roblems/Gami$iation is *idel& used b& *ebsites- om,anies and brands- to reate a

,ositie om,etition bet*een users and ustomers- to inrease a ustomer lo&alt&-

or to am,li$& motiation $or ,roblem soling or a)ieing some goal/ Gami$iation

is er& im,ortant $or online ommunities/ It an )el, in im,roing e+)anging

in$ormation and ideas *it) ustomers- lients and users/ It also inreases ,ositieinteration bet*een *ebsite9s o*ner and *ebsite9s user/

So $ar- t)ere are not man& ,a,ers regarding t)e e$$et o$ t)e gami$iation on

t)e *ebsites9 rank and users/ In t)is ,a,er t)e relations)i, bet*een gami$iation-

*ebsites and users *ill be resear)ed/ 6)e $ous o$ t)is resear) *ill be does

gami$iation a$$ets global ranking o$ t)e *ebsites- and dail& time s,ent on t)se

*ebsites/

1



GAMIFICATION MECHANISMS ON THE WEB

Anderson !01!3 sa&s t)at gami$iation- as interatie online design-

inludes irtual re*ards- su) as ,oints- ,a&ments- badges- disounts- $ree9 gi$tsF

and status indiators su) as $riend ounts- ret*eets- leaderboards- a)ieement

data- ,rogress bars- and t)e abilit& to leel u,9/ Smit) !01!3 lists ou,le o$

elements o$ gami$iation/ne o$ t)ose elements is feedback / It is ,art o$ a 7ser E+,eriene 783 and

it tells users t)at t)eir ation *as registered and *)at t)e&e done so $ar/ 'it)out

t)at message- users *ouldn9t kno* are t)e& getting loser to t)e goal/ Anot)er gami$iation element on *ebsites- b& Smit) !01!3 are badges and

achievements/ 6)ose are like irtual tro,)ies and items t)at use to s)o* user9s

a)ieements and aom,lis)ments- and t)eir ,ur,ose is to inrease user9smotiation/ 7sers like to s)o* o$$ t)eir a)ieements- *)i) inreases t)eir

interest in 9,la&ing99 on t)e *ebsite or a,,liation/ Anot)er ineitable ,art o$ *ebsite gami$iation is im,lementing progress

bar and ranks into a *ebsite/ 6)e& s)o* user9s ,rogress in om,leting t)e task or

leel3/ 7ser9s rank an be also s)o*n in relation to t)e ot)er user9s ranks H

leaderboards soreboards3/ 6)e& an be er& motiating $ator $or users to

a)iee )ig)er leels t)an t)eir om,etitors beause s)o*s users results and

atiities/ 2eo,le get more satis$ation i$ t)e& are loser to t)e to, o$ t)e list/ er&

im,ortant element o$ gami$iation is to allo* users to level up/ Jeels are

milestones t)at users attain b& om,leting ertain tasks- said Enders !01=3/Beside t)ose e+am,les- t)ere are hidden bonuses- countdowns- questing -

tokens, milestones- et/ >i)ermann and Cunning)am !0113 de$ine t)e s&stem o$

re*ards on *ebsites as SA2S status- aess- ,o*er- and stu$$3/ Status gies

abilit& to users to moe a)ead o$ ot)ers in a de$ined ranking s&stem e+am,les are

badges and leaderboards3/ Access means ,ossibilit& $or some users to )ae earl&aess in online sales/ 7sers also an be a*arded power - and gain ,ossibilit& to

ontrol ot)er users ,la&ers3/ 6)e good e+am,le are $orums- *)i) o$$ers t)e role

o$ a $orum moderator to suess$ul members/ Stuff means t)at *ebsite s)ould

o$$er some $reebies9- *)i) an be t)e good inentie $or users/Enders !01=3 also notes t)at besides t)e game me)anis badges-

leels- ,oints- ,rogresses3- t)ere is also game thinking - *)i) inludes aatars-2



)allenges and stories/ 6)ose elements are giing user t)e $reedom to ontrol t)e

game/

EFFECTS OF THE GAMIFICATION

As Kojas et al/ !01=3 said- gami$iation is inlusion o$ game designelements- to t)e a,,liations t)at are not diretl& linked *it) games- to make

t)em more $un- engaging and motiating/ It also- as t)e& said- inreases user9s

,rodutiit& and ,er$ormane/ As @a,, !01!3 said- gami$iation is usage o$ game

me)anisms and t)inking- to engage ,eo,le- motiate ation- ,romote learning-

and sole ,roblems/ It an be er& good inentie/ 6)e onsultan& $irm 6)e

Gartner Grou, 6)e Gartner Grou,- )tt,:;;***/gartner/om;it4

glossar&;gami$iation4!- no date3 $inds t)at gami$iation inludes some o$ t)egame me)anis- su) as ,oints- )allenges- leaderboards- rules and et/ 6)ere

are a lot o$ online a,,liations on t)e *eb t)at are using gami$iation met)ods to

motiate users and inrease t)eir atiit& on t)e *ebsite/ Deterding et al/ !0113

laim t)at ideo4game elements in non4gaming onte+ts im,roe user e+,eriene

783 and user engagement/Kegarding t)e DuoJingo statistis about t)e e$$etieness o$ t)at online

ourse- t)ere *ere taken studies at Cit& 7niersit& o$ Le* "ork and t)e 7niersit&

o$ Sout) Carolina/ 6)e aut)ors o$ t)at stud&- esselino and 2rego !01!3 sa& t)atan aerage o$ =# )ours o$ Duolingo are e.uialent to a $ull uniersit& semester o$

language eduation/

WEBSITES THAT USE GAMIFICATION

er& ,o,ular .uestion and ans*er *ebsite $or ,rogrammers t)at

im,lemented gami$iation met)od is Staker$lo*/om *)i)- $or instane-

3



enouraged to s,end real mone& in t)e game- b& bu&ing items neessar& $or t)e

game/ 6)is is an e+am,le )o* t)e gami$iation an be used on order to make t)e

,ro$it/DeOu/om is online serie $or building and managing *ebsites/

6aka)as)i !0103 in )is artile sa&s t)at DeOub gets users )ooked b& gami$&ing9

its serie/ Oe also states t)at be$ore gami$iation- onl& ten ,erent o$ users

$inis)ed t)e ,roess o$ *ebsite building- and a$ter gami$iation- almost P0N o$

users $inis) t)e *ebsite building/ 6)is *ebsite )as meta4game im,lemented- *)i)

gies re*ards to t)e users a$ter om,leting t)e task/ 6)ose irtual ,oints user an

use $or adding more $eature on t)e *ebsite/ 7sers also get more re*ards and

)ig)er leels b& adding more $eatures on t)eir *ebsite *)ile building it/ Also- t)e

,roess o$ *ebsite building an be soialiQed- b& using a $eature build a site *it)

a $riend/In Mario Oerger9s !01!3 artile about Duolingo ***/duolingo/om 3- *e

an $ind a lot o$ e+am,les o$ using game me)anism in language learning/

Duolingo is language learning *ebsite- *)ere users learn a $oreign language

t)roug) gami$ied tasks- but also- t)e& are translating *eb ,ages in t)e same time/

6)e most obious t)ing- *)i) is er& notieable- t)at reminds us on t)e game

design- is t)e olour$ul inter$ae on t)is *ebsite/ A$ter reating an aount on

Duolingo and )oosing t)e language- Duolingo s)o*s user9s skill tree igure 13/

6)at tree )el,s t)e user to orient )imsel$- and to easier ,lan )is learning/ ')en

user om,letes )is skill- anot)er skill is being automatiall& unloked- and )e an

,rogress $urt)er/ Eer& skill )as its e+erises/ I$ t)e user ,roide orret ans*er-

t)e& )ear a ,leasant )ime/ 6)e use o$ sound e$$ets is er& notieable game

element/ ')en t)e e+erise is done *rong- t)e user loses )is li$e )eart3/ I$ )e

loses $our )earts- )e must re,eat t)e lesson/ 6)is me)ani is *ell4kno*n in

ideo4games and motiates t)e user to gie orret ans*ers all t)e time/ Duolingo

*ebsite uses ot)er game elements also- to motiate and amuse user *)ilelearning language/ 6)e good e+am,le is ,rogress4bar igure !3 *)i) $ailitates

user9s orientation regarding amount o$ learning material/ 6)is ,rogress bar in$orms

user )o* mu) ,oints )e )as to a)iee to om,lete t)e leel/ 6)ere is a

,ossibilit&- also- to ommuniate *it) ot)er ,la&ers t)roug) t)e atiit& stream/

Also- learning ,roess is diided into smaller- more a)ieable goals- like leels in

5



t)e ideo4games- so user an leel u, *)en lesson is $inis)ed/ As leeling u,-

user gains badges $or suess/ 6)ere is also )art t)at traks )o* man& ,oints

user got oer t)e ourse/')ile learning language- user is ans*ering on multi )oies- te+t in,uts and

s,eaking/ 6)ere is no ,enalt& $or $ailing- but users )ae t)e o,,ortunit& to tr&

again same task/ Also- user )as t)e o,,ortunit& to onnet *it) $riends- to

om,ete and om,are t)e results *it) t)em/ 7ser )as t)e o,tion $or s)aring )is

results on soial media aebook- 6*itter3/ ne o$ t)e gami$iation elements is

reminder *)i) noti$ies learner to ,ratie language eer& da&/6)ere are $e* ,lat$orms- su) as Badgeille- Bun)balls and

BigDoor- t)at ,roide gami$iation so$t*ares t)at an be im,lemented in almost

eer& *ebsite/ S*allo* !01!3 desribes Badgeille as a )el,ing met)od $or

om,anies to inrease user engagement b& im,lementing gami$iation met)od ont)eir *ebsites/

Figure 1 !Skill tree" on #uolingo

6



Figure $ %rogress bar and badge on #uolingo

RESEARCH ON INTERNET GAMIFICATION

Currentl&- t)ere is no mu) *ork regarding t)e gami$iation statistis on

Internet and its im,at on *ebsites9 rank and users/ 6)e aut)or o$ t)is ,a,er

olleted some data in t)is to,i b& making small4sale resear)/6)e statistial data *ere taken $rom t)e Ale+a/om- *)i) ,roides anal&tial

insig)ts to ben)mark and om,ares *ebsites/ R0 to, ranked *ebsites $rom t)e

Ke$erene ategor& *ere taken as a sam,le $or t)is resear)

)tt,:;;***/ale+a/om;to,sites;ategor&;6o,;Ke$erene3/ In t)is resear)- to,4

ranked *ebsites *ere om,ared in t*o as,ets: t)eir global rank and dail& time

t)at user s,ends on it/ igure 1 Mikljan !0153 s)o*s t)e results: !! *ebsites are

gami$ied =1/5N3 and #P *ebsites are not gami$ied <P/5N3/ Also- t)e $ollo*ing

data *ere obtained: users dail& s,end # minutes and 5! seonds on gami$ied

*ebsites- in aerage- and # minutes and #R seonds on non4gami$ied *ebsites- in

aerage/ 6)ose data an be seen on igure ! Mikljan !0153/ Clearl&- t)is is er&

slig)t di$$erene- so onlusion is t)at gami$iation doesn9t a$$et t)e amount o$

time t)at users s,end on t)e ,artiular *ebsite/ Also- t)is resear) s)o*s t)at

t)ere is no orrelation bet*een *ebsite9s rank and gami$iation/ 6)ere are 57



gami$ied *ebsites in to, 10 and P *ebsites *it) im,lemented gami$iation in to,

!0/Figure & Chart showing percentage of gamified and non gamified websites '$(1)*

Figure + Chart showing the amount of time that user spends on the website daily '$(1)*

8



CONCLUSION

Alt)oug) m& results )ae s)o*n t)at t)ere is no mu) orrelation bet*een

t)e amount o$ time t)at users s,end on ,artiular *ebsite and its gami$iation

me)anisms- or bet*een *ebsite9s rank and gami$iation- gami$iation is still er&

im,ortant in inreasing motiation and users9 engagement/6)e inor,oration o$ gami$iation met)ods in *ebsites and *eb a,,liations

is an inreasing trend/ Gami$iation is a great tool $or inreasing user e+,eriene-usabilit&- inreasing t)e number o$ *ebsite user9s- b& using badges- $eedbaks-

,rogress bars- gi$ts- $reebies- ,oints- and status leels et/ Also- it im,roes

motiation- user9s engagement- and boost *ebsite9s reenue/ Also- it )as t)e

,ositie im,at on user9s lo&alt&/ Kegarding online learning *ebsites- gami$iation

inreases t)e .ualit& o$ t)e learning/

9



Anderson !01!3 laims t)at t)e interest o$ &oung ,eo,le in games *ill )ae

t)e im,at on inreasing t)e ,resene o$ gami$iation in all as,ets in li$e/ Oe also

sa&s t)at game me)anisms en)ane and gro* soial net*orks- inrease

,artii,ation- and s,eed u, sel$4organiQed learning/ 6)e e+am,les ,resented in

t)is ,a,er s)ould be onl& t)e beginnings o$ t)e gami$iation e+,ansion/ As statedSing) !01=3- t)e e+,erts $oresee )ig)er integration o$ gami$iation *it) tools-

deies- s&stems- and soial media ,lat$orms

REFERENCE LIST

An!"#$n %& A&' (2)12* Gamifcation: Experts expect ‘game layers’ to expand in the

uture, with positive and negative results. P!+ R!#!,"-. C!n/!"0# In/!"n!/

A!"-,n L! P"$!-/&

D!/!"n S&' D$n D&' .,! R&' N,-:! L& (2)11* From game design elements

to gamefulness: dening "gamication" . MnT"!: ;11 P"$-!!n# $ /.!

15/. In/!"n,/$n, A-,!- MnT"!: C$n!"!n-!< En=#$nn F>/>"! M!,

En="$n!n/#&

D!/!"n S&'S-,"/ M&' N,-:! L&' O0H,", &' D$n D& (2)11* Gamication. using

game-design elements in non-gaming contexts. CHI EA ;11 CHI ;11 E/!n!

A?#/",-/# $n H>,n F,-/$"# n C$@>/n S#/!#&

E,#! D& ,n G.$#. A& (2)13* Incentives, gamication, and game theory: an

economic approach to badge design. EC ;13 P"$-!!n# $ /.! $>"/!!n/.

ACM -$n!"!n-! $n E!-/"$n- -$!"-!&

1)

http://www.mindtrek.org/

http://www.chi2011.org/

http://www.sigecom.org/ec13/






Enders B/ !01=3 amification, ames and -earning hat managers and %ractitioners /eed

to 0now. 6)e eJearning Guild/

H!"!" M& (2)12* Duolingo !ow Gamifed "anguage "earning #enefts $he

%nternet &nd !umanity. A=,,?! ,/< .//@<+++&!n/!"@"#!

,-,/$n&-$n!&@.@$@/$n-$-$n/!n/=!+,"/-!91<>$n$

.$+,!,n>,!!,"nn?!n!/#/.!n/!"n!/,n

.>,n/-,/13I/!17,n!n (A--!##!< 6 ,n>," 2)15*&

H$!n.,> P&S&' (2)12* Gamifcation &nd '(: )here 'sers )in *r "ose. A=,,?!

,/< .//@<+++&#,#.n,,n!&-$2)12)426,-,/$n>>#!"#+n$#!

(A--!##!< 6 ,n>," 2)15*&

,@@' & M& (2)12* $he Gamifcation o "earning and %nstruction Game+ased

ethods and -trategies or $raining and Education& P!J!"' S,n F",n-#-$' CA&

Mikljan >/ !0153 Chart showing percentage of gamified and non gamified websites.

At:)tt,:;;i/imgur/om;(&>s80/j,g?1 Aessed: 0( %anuar& !0153/

Mikljan >/ !0153 Chart showing the amount of time that user spends on the website daily. At:)tt,:;;i/imgur/om;Gi(@a/j,g Aessed: 0( %anuar& !0153/

2alomo4Duarte M/- Berns A/- Dodero %/M/- Cejas A/- !01#3 Foreign -anguage -earning sing

a amificated A%% to Support %eer2Assessment. 6EEM 1# 2roeedings o$ t)e SeondInternational Con$erene on 6e)nologial Eos&stems $or En)aning Multiulturalit&/

R$,# D&' ,@",$# B&' D>?"$+#: A& (2)13* he missing piece in the

gamication pu!!le. G,-,/$n ;13 P"$-!!n# $ /.! F"#/ In/!"n,/$n,C$n!"!n-! $n G,!> D!#n' R!#!,"-.' ,n A@@-,/$n#&

Sing) K/2/ !01=3 amification in AC345/. Aailable at:)tt,:;;elearningindustr&/om;gami$iation4in4ation Aessed: < %anuar& !0153/

S/. & (2)12* $he #enefts and italls o Gamifcation. A=,,?! ,/<.//@<+!?!#n&/>/#@>#&-$,"/-!#/.!?!n!/#,n@/,#$,-,/$n+!?!#n6454 (A--!##!< 6 ,n>," 2)15*&

S+,$+ E& (2)12* !ow #adgeville is Gamiying the %nternet. A=,,?! ,/<

.//@<+++&!n/"!@"!n!>"&-$,"/-!222657 (A--!##!< 6 ,n>," 2)15*&

T,:,.,#. D& (2)1)* )e+site +uilder Dev!u+ gets users hoo/ed +y 0gamiying1

its service. A=,,?! ,/< .//@<=!n/>"!?!,/&-$2)1))825!=.>?#-$"!#

!n,!!n/n-"!,#!?,n/#+!?#/!-"!,/$n/$$# (A--!##!< 6

,n>," 2)15*&

11

http://www.enterprise-gamification.com/index.php?option=com_content&view=article&id=91:duolingo-how-gamified-language-learning-benefits-the-internet-and-humanity&catid=13:education-a-training&Itemid=17&lang=en



http://www.enterprise-gamification.com/index.php?option=com_content&view=article&id=91:duolingo-how-gamified-language-learning-benefits-the-internet-and-humanity&catid=13&Itemid=17&lang=en





http://www.smashingmagazine.com/2012/04/26/gamification-ux-users-win-lose/





http://teemconference.eu/

https://uwaterloo.ca/gamification/


http://elearningindustry.com/gamification-in-action

http://webdesign.tutsplus.com/articles/the-benefits-and-pitfalls-of-gamification--webdesign-6454


http://www.entrepreneur.com/article/222657

http://venturebeat.com/2010/08/25/devhub-scores-engagement-increase-by-gamifying-its-web-site-creation-tools/






















T.! G,"/n!" G"$>@' Gartner %$ Glossary. A=,,?! ,/< .//@<+++&,"/n!"&-$/

$##,",-,/$n2 (A--!##!< 6 ,n>," 2)15*&

esselino K/- 2rego %/ !01!3 #uolingo 6fectiveness Study. 7niersit& o$ Carolina- 7niersit&$ Le* "ork/

>i)ermann G/ and Cunning)am C/ !0113 amification by #esign 4mplementing ame

7echanics in eb and 7obile Apps/ Keill& Media/

K!#!!" A&' M>!" L&' S=!", M& (2)13* Gamication aare: users perception

about game elements on non-game context. IHC ;13 P"$-!!n# $ /.! 12/.

B",,n S@$#> $n H>,n F,-/$"# n C$@>/n S#/!#&

)tt,:;;traelbloggeraadem&/om;*,4ontent;u,loads;!01!;0<;duolingo4lessons/,ng no date3Aessed: 0( %anuar& !0153/

)tt,:;;traelbloggeraadem&/om;*,4ontent;u,loads;!01!;0<;duolingo4bio,i/,ng no date3

Aessed: 0( %anuar& !0153/

BIBLIOGRAPHY

An!"#$n %& A&' (2)12* Gamifcation: Experts expect ‘game layers’ to expand in the

uture, with positive and negative results. P!+ R!#!,"-. C!n/!"0# In/!"n!/

12

http://www.gartner.com/it-glossary/gamification-2


http://shine.icomp.ufam.edu.br/sbsc_ihc2013/ihc/











A!"-,n L! P"$!-/&

B$>!/ G& (2)12* Gamication: he #atest $u!!ord and the %ext Fad.

eLea!" $>! 2)12 I##>! 12' D!-!?!" 2)12 , A#i$%e N&.3.

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Mikljan >/ !0153 Chart showing percentage of gamified and non gamified websites.

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http://www.fluentin3months.com/duolingo/















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http://www.achieveinternet.com/enterprise-drupal-blogs/drupal-7/increase-user-engagement-gamification




























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practical research - gamification

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