View
2.172
Download
2
Category
Tags:
Preview:
Citation preview
GAMIFICATIONWILL IT YIELD AN EPIC WIN?
Dr Paul Coulton
Wednesday, 8 June 2011
GAMIFICATION ?
Use of game mechanics to encourage
engagement in an activity that
otherwise might be considered a chore
or boring
Wednesday, 8 June 2011
GAMIFICATION ?
Use of game mechanics to encourage
engagement in an activity that
otherwise might be considered a chore
or boring
Encouraging certain user behaviour
using Games as a Lens
Wednesday, 8 June 2011
WHAT ARE GAMES?
To play a game is to engage in activity directed towards bringing
about a specific state of affairs, using only means permitted by rules, where the rules prohibit more
efficient in favour of less efficient means, and where such rules are accepted just because they make
possible such activity…playing a game is the voluntary attempt to overcome
unnecessary obstacles.”
Wednesday, 8 June 2011
WHATS IS A GAME
MECHANIC?“Game mechanics are rule based systems / simulations
that facilitate and encourage a user to explore and learn the properties of their possibility
space through the use of feedback mechanisms”
Wednesday, 8 June 2011
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY)IMPLEMENTED
FULLYIMPLEMENTED
BASIC NEEDSOnly noticed if missing
DELIGHTERSNot required but when
added brings value
NEUTRAL
ZONE
PERFORMANCE PAYOFFS
KANO MODEL
Wednesday, 8 June 2011
HIGH SATISFACTION
LOW SATISFACTION
NOT (OR POORLY)IMPLEMENTED
FULLYIMPLEMENTED
BASIC NEEDSOnly noticed if missing
DELIGHTERSNot required but when
added brings value
NEUTRAL
ZONE
PERFORMANCE PAYOFFS
KANO MODEL
Wednesday, 8 June 2011
PLAYER TYPES
Players World
Interacting
Acting
Killers
Killers
Acheivers
Acheivers
Socialisers
Socialisers
Explorers
Explorers
From Richard Bartle’s Classification of MUD Players (1996)
Approximately 25% of players
Wednesday, 8 June 2011
PLAYER TYPES
Players World
Interacting
Acting
Killers
Killers
Acheivers
Acheivers
Socialisers
Socialisers
Explorers
Explorers
From Richard Bartle’s Classification of MUD Players (1996)
main goals points gathering and raising
levels
Approximately 25% of players
Wednesday, 8 June 2011
PLAYER TYPES
Players World
Interacting
Acting
Killers
Killers
Acheivers
Acheivers
Socialisers
Socialisers
Explorers
Explorers
From Richard Bartle’s Classification of MUD Players (1996)
like to fully explore game world and its
limits
main goals points gathering and raising
levels
Approximately 25% of players
Wednesday, 8 June 2011
PLAYER TYPES
Players World
Interacting
Acting
Killers
Killers
Acheivers
Acheivers
Socialisers
Socialisers
Explorers
Explorers
From Richard Bartle’s Classification of MUD Players (1996)
The game is essentially and
backdrop to socilasing with other players
like to fully explore game world and its
limits
main goals points gathering and raising
levels
Approximately 25% of players
Wednesday, 8 June 2011
PLAYER TYPES
Players World
Interacting
Acting
Killers
Killers
Acheivers
Acheivers
Socialisers
Socialisers
Explorers
Explorers
From Richard Bartle’s Classification of MUD Players (1996)
Like to impose themselves on others
The game is essentially and
backdrop to socilasing with other players
like to fully explore game world and its
limits
main goals points gathering and raising
levels
Approximately 25% of players
Wednesday, 8 June 2011
PLAYER TYPES
Players World
Interacting
Acting
Killers
Killers
Acheivers
Acheivers
Socialisers
Socialisers
Explorers
Explorers
From Richard Bartle’s Classification of MUD Players (1996)
Like to impose themselves on others
The game is essentially and
backdrop to socilasing with other players
like to fully explore game world and its
limits
main goals points gathering and raising
levels
Approximately 25% of players
Wednesday, 8 June 2011
MISSING MOTIVATIONS
DestructionNuturing
Anticipation
Schadenfreude
Gifting
HumourPossibiltyNaches
Purification
Surprise
Thrill
Wonder
FieroJesse Schell
Sensation
Fantasy
Narrative
Challenge
Fellowship
Discovery
Expression
Masochism
Mark LeBlanc
Wednesday, 8 June 2011
HARD FUNFiero
EASY FUNCuriosity
PEOPLE FUNAmusement
SERIOUS FUN
Relaxation
VALUES
Practice
Rhythm
Stimulation
IMAGIN
ATIO
N
Creat
ivity
Detail
Unc
erta
inty
RELATIO
NSHIPS
Perso
naliz
e
Player Interaction
NP
C In
tera
ctio
n
MASTERY
Strategy
Ob
stacles
Goals
Emotion<Choice<Mechanic>Choice>Emotion
THERE ARE ALL TYPES OF FUN!
Nicole Lazzaro
Wednesday, 8 June 2011
GAMIFIERS HANDBOOK
EPIC WIN WIN WIN WIN
EPIC WIN WIN WIN
WIN WIN EPIC WIN WIN
WIN WIN EPIC WIN WIN
WIN WIN EPIC WIN
WIN WIN WIN EPIC WIN
Reward Status AchievementsSelf
ExpressionCompetition Altruism
Points
Levels
Challenges
Virtual Goods
Leader Boards
Gifting
Wednesday, 8 June 2011
OPERANT CONDITIONING
Outcome of ConditioningOutcome of Conditioning
Increase Behaviour
Reduce Behaviour
Positive Stimulus
Positive Reinforcement (add stimulus)
Response Cost(remove stimulus)
Negative Stimulus
Negative Reinforcement
(remove stimulus)
Punishment(add stimulus)
Wednesday, 8 June 2011
REINFORCEMENT SCHEDULES
Fixed IntervalUser gets points every
time they login
Variable IntervalUser gets points every
10-15 games
Wednesday, 8 June 2011
REINFORCEMENT SCHEDULES
Fixed IntervalUser gets points every
time they login
Variable IntervalUser gets points every
10-15 games
Fixed RatioUser gets trophy after
winning 50 games
Wednesday, 8 June 2011
REINFORCEMENT SCHEDULES
Fixed IntervalUser gets points every
time they login
Variable IntervalUser gets points every
10-15 games
Fixed RatioUser gets trophy after
winning 50 games
Continuous Fixed RatioUser gets points every
time they check-in
Wednesday, 8 June 2011
REINFORCEMENT SCHEDULES
Fixed IntervalUser gets points every
time they login
Variable IntervalUser gets points every
10-15 games
Fixed RatioUser gets trophy after
winning 50 games
Continuous Fixed RatioUser gets points every
time they check-in
Variable RatioOn average every 3
games user gets some points
Wednesday, 8 June 2011
GOAL GRADIENT EFFECTEven The Illusion Of Progress Is Motivating!
0
5
10
15
20
0 1 2 3 4 5
Tim
e in
Sec
onds
Sections of Run
Wednesday, 8 June 2011
GOAL GRADIENT EFFECTEven The Illusion Of Progress Is Motivating!
0
5
10
15
20
0 1 2 3 4 5
Tim
e in
Sec
onds
Sections of Run
InfoBucks Virtual Coffe Shop
InfoBucks Virtual Coffe Shop
Wednesday, 8 June 2011
ENFRAMING & TIME CRUSH Enframing in that they take a concept and formalise it with a
particular apparatus and excerpt time crush.
Heidegger
Wednesday, 8 June 2011
MINDING THE GAPS
Completing the missing elements of a set is strong motivator for many people
and is the basis of what many of these systems try to exploit
Wednesday, 8 June 2011
FLAVOURS OF GAMIFICATION
Pointsification: Accumulate points for repeated activity.
Wednesday, 8 June 2011
BADGES AND POINTS ARE FEEDBACK
Most implementations of badges and points reward
repetition not achievements
Wednesday, 8 June 2011
BADGES AND POINTS ARE FEEDBACK
Most implementations of badges and points reward
repetition not achievements
Wednesday, 8 June 2011
PROGRESSIVE GROKKING“Playing video games is fun because it provides experiences of
competence, self-efficacy, mastery” - Ralph Koster
NewMechanic
PlayerLearns
DesignGrokked
Flow
Anxiety
Boredom
Challenge
Abilities
Csikszentmihalyi
Wednesday, 8 June 2011
>Intrinsic
Mastery
Autonomy
Love
Fun
Meaning
Power
Group Identity
Extrinsic
Badges
Points
Leader Boards
Rewards
Punishments
Levels
MOTIVATIONS
Long Term Short Term
Wednesday, 8 June 2011
CO-OP VS DEATH MATCH
Single
Play
er
Maslow’s Hierarchy of Needs
Mul
ti Pl
ayer
Wednesday, 8 June 2011
ALL GAMES AREN’T FUN
“Asking me which Elf Bowling 1 or 2 is better is like me asking you if you'd rather eat a spoonful of rat
turds or hamster turds” IGN Review 2005
Wednesday, 8 June 2011
ALL GAMES AREN’T FUN
“Asking me which Elf Bowling 1 or 2 is better is like me asking you if you'd rather eat a spoonful of rat
turds or hamster turds” IGN Review 2005
“Games are not fun because they‘re games, but when
they are well-designed”- Sebastian
Deterding
Wednesday, 8 June 2011
WHATS MY MOTIVATION?
“Game elements aren't the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” -
Will Wright
Wednesday, 8 June 2011
WHATS MY MOTIVATION?
“Game elements aren't the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” -
Will Wright
Wednesday, 8 June 2011
WHATS MY MOTIVATION?
“Game elements aren't the monosodium glutamate of fun that you can simply add to an activity to make motivating and engaging” -
Will Wright
Wednesday, 8 June 2011
RECOMMENDATIONS• Gamification does not necessarily mean you make a game• Ask yourself what do I want to achieve? then decide is
gamification the answer.• Is there a skill to be learned? If not Gamification wont help• Try to ensure you provide intrinsic rather than extrinsic
rewards. Make sure the game is meaningful to the players.•Make sure you understand your players before you create the
game. Make it appropriate for the audience.•Don’t over emphasise operant conditioning your brand will
often stick if the game is fun enough.•Discuss ideas with game designers as well as game based
marketers if you really want to make a game.•Make sure you know what you’ll end up revealing.
Wednesday, 8 June 2011
Recommended