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A literature review of gamification design frameworks
Alberto Mora*º, Daniel Riera*, Carina González^, Joan Arnedo-Moreno* *Universitat Oberta de Catalunya (UOC)
^Universidad de La Laguna (ULL) ºGrupo ICA
VS-GAMES 15 - Skövde Sep 17th, 2015
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Introduction
» Objectives » Motivation » Methodology » Framework’s review » Results » Conclusions and further work » References
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Objectives
» Completing an state of the art about the gamification design process
» Analyzing the relationship and differences between game and gamification design principles
» Identifying the existing gamification design frameworks in the literature and its classification
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Motivation
» Games present in all human civilizations » Historical social and cultural importance » Homo ludens (Huizinga,1955) [1] » … » Digital technologies -> Evolution of games » Video games -> PONG game of ATARI (1975) » Digital natives -> Omnipresence of games in their daily
lives
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Motivation
» Gamification » 2002. Nick Pelling [2]: applying game-like accelerated
user interface design to make electronic transactions both enjoyable and fast
» … » 2011. Sebastian Deterding [3]: the use of game
design elements in non-game contexts » 2012. Kevin Werbach [4]: the process of making
activities more game-like » …
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Motivation
» Multidisciplinary field » Scope
» Professionals: game designers, UX/UI designers, psychologists, sociologists, computer engineers, etc.
» Application » Learning, e-health, business, marketing, human
resources, e-commerce, etc.
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Motivation
» Gartner’s predictions » By 2014, 80 percent of the gamified applications would fail
to meet their business objectives, primarily due to poor design
» By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes
» 2015: “Through of Disillusionment”, 5 to 10 years to stabilize and reach the “Plateau of Productivity”, technology is considered mature
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Motivation
» Game design VS gamification design? » Gamification design purpose -> enhance the engagement
in non-game contexts » Game design purpose -> towards pure entertainment » Basics of gamification heavily rely on the principles of
game design theory. (common properties) » Several authors are making an explicit distinction between
game and gamification design (i.e. Marczewski)
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Motivation
» Research questions: » Q1: Which gamification design frameworks are
available now in the literature and which are their main features?
» Q2: Do the gamification frameworks inherit all game design principles for their development?
» Q3: What design items are not being applied, or in lesser extent, by the gamification designers?
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Methodology» Steps
» Survey (until March 2015) » Literature review
» Web of Science (WOS) » Scopus » ScienceDirect » ACM Digital » IEEE Xplore » Proquest » Google Scholar
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Methodology
» Categorization » Background: academic / non-academic » Scope: complete / partial » Approach: generic / business (in this study)
» Requirements (under a framework conceptualization [5]), » Excluding “ad-hoc” proposals and recommendations
guidelines): » Filtering up to 18 proposals
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Framework’s review
» 19 Items reviewed within the proposals (categorization) » Economic » Logic » Measurement » Psychology » Interaction
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Framework’s review
» Economic » Objectives: specific performance goals » Viability: evaluation and analysis of the potential of
applying gamification or refuse it » Risk: probability or threat of damage, injury, liability, loss,
or any other negative occurrence » ROI: the benefit to the investor resulting from running a
gamified experience » Stakeholders: integrating people who have to interact in
the design process
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Framework’s review
» Logic » Loop: reinforcement and feedback in order to engage
the player in the key system actions » End / epic win: a pre-established end of game or
glorious victory in the system » On-boarding: the way of starting the new participants » Rules: the body of regulations prescribed by the
designer
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Framework’s review
» Measurement » Metrics: the standards of measurement by which
efficiency, performance, progress, process or quality » Analytic: the algorithms and data used to measure
key performance indicators
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Framework’s review
» Psychology » Fun: the enjoyment or playfulness » Motivation: the behavior which causes a person to
want to repeat an action and vice-versa » Social: the interaction between players » Desired behaviors: the expected response of the
players after the interaction » Ethics: right and wrong conducts
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Framework’s review
» Interaction » Narrative: the story and context created by designers » UI/UX: everything designed into the gamified system
which a player being may interact and the player’s behaviors, attitudes, and emotions about using it
» Technology: the use or need of a software component for implementing
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Framework’s review
» Framework’s feature summary in TABLE 1 (10 items are displayed in APPENDIX A) » Explicit (E): the item has appeared in the framework’s
definition. » Implicit (I): the item has not appeared explicitly in the
framework definition. Inferred by the authors or referred inside an academic work of the author.
» Unavailable (U): the item has not appeared anyway.
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Results
» Economic » These issues are important for a few authors » Usually, terms as risk, viability or ROI are low referred » For more than a half, the participation of the
stakeholders in the design process is necessary » The necessary definition of business objectives is
widespread
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Results
» Logic » The importance of a well defined loop item is
extended in more than a half frameworks » Less than a half of them consider the on-boarding and
endgame actions (entry and exit process) as relevant in their approaches
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Results
» Measurement » Most of frameworks refer explicitly the user data and
the importance of collecting these data » The use of metrics is not widespread in all over the
approaches as a tool for quantify data
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Results
» Psychology » This approach is an essential key that must be
present in the design process (high significance of this topic in almost all of the frameworks)
» Most of them are Human-Based » Most of the apply human motivation theories
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Results
» Interaction » More than a half of them emphasize the importance of
user interface, user experience and the recommendation of a software development
» No software architecture references to be employed excepting one case
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Results
» Q1: What gamification design frameworks are available now in the literature and what are their features?
» A1: » Original or based on other frameworks » Different point of view. (UCD, Goals, IT, etc.) » Gamification frameworks are very recent, matching
with the highest point of Gartner’s Hype Cycle in 2013 » Case studies needed (highly theoretical approaches)
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Results
» Q2: Do the gamification frameworks inherit all game design principles for their development?
» A2: » Game design principles and components are being
inherited » Gamification design process differs from the
traditional game design process
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Results
» Q3: What design considerations are not being applied, or only to a lesser extent, by the gamification designers?
» A3: » Viability, on-boarding, endgame/epic win, ethics,
technology, stakeholders (teamwork), etc.
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Conclusions
» Many frameworks are based or rely on others (i.e. 6D) » Most of proposals are theoretical » Case studies are not published from most of proposals » Necessary items that are not being taken into account » Highly regarded psychological items » Less references to ethical, Viability, and On-boarding /
End-game processes (items)
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Further work
» A development of a complete and generic framework from a new perspective not currently found in the literature (lean-agile)
» Implementation (prototype) » Application to different environments (learning and e-
health case studies) » An extended of present work (another approaches and
updates, i.e. educational)
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References[1] J. Huizinga, “Homo ludens: A study ofthe play element in culture,” Trans. RFC Hull.] Boston: Beacon, 1955.
[2] N. Pelling, “the (short) prehistory of gamification,” Funding Startups (& other impossibilities). Haettu, 2011.
[3] S. Deterding, R. Khaled, L. Nacke, and D. Dixon, “Gamification: toward a definition,” in Chi 2011, 2011, pp. 12–15.
[4] Werbach, K., & Hunter, D. (2012). For the win: How game thinking can revolutionize your business. Wharton Digital Press.
[5] Riehle, D. (2000). Framework design (Doctoral dissertation, Diss. Technische Wissenschaften ETH Zürich, Nr. 13509, 2000).
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Thank you…
Alberto MoraEstudis d'Informática, Multimedia i Telecomunicació
Universitat Oberta de Catalunya / Grupo ICABarcelona, Spain
amoraca@uoc.edualberto.mora@grupoica.com
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