Intro to (psychology of) gamification
Edvin Aedma
Playtest Games & Marketing
Topics covered
• What is playing (in evolutional/psy sense)• What is gamification• How to use it• How it has been used (success stories)• Engagement• Loyalty• Virality
Background
• Semiotics/anthropology/art • 10+ indie game projects• University of Tartu “Commercial Videogames Design & Development”• Game design, gamification & marketing• Interests: games, creativity, neurology, psychology,
sociology, systems theory
What is a game? What is playing?
What is playing?
• Game = simplified model of a situation or a problem
• Playing = pleasant learning/problem solving, using models (games)
• If learning/problemsolving is done publicly or with others, it becomes competition
Why playing is good for you
http://www.mdhilwan.com/2012/01/we-can-never-be-sure-of-anything-the-fickle-minded-syndrome/
Why playing is good for you
• When you are using models, it’s okay to take risks
• Taking risks allows you to be creative• Using creativity = individuality + FUN• If learning/problemsolving is done publicly or
with others, it becomes competition• Competition is a motivation method
What is Gamification
http://lithosphere.lithium.com/t5/Lithium-s-View/My-Chapter-on-Gamification-From-Behavior-Model-to-Business/ba-p/33995
What is Gamification
• Using game psychology to improve the quality on nongame products, services or activities.
• Strongly related to User Experience (UX), User Interface (UI), marketing.
• Qualities to be improved:
1. General likeability & aesthetics2. Engagement (the “sucking in” effect)3. Loyalty 4. Virality5. Why not addiction
Eurovision?
http://www.pictures19.com/wp-content/pictures/2012/05/eurovision-2012-stage.jpg
And twelve points go to…
http://www.euronews.com/2012/05/21/eurovision-the-great-voting-conspiracy/
Game mechanics of Eurovision
• Eurovision = Gamified Song Contest• Competition• Progress visualized by points• Status visualized by position in the score table• Possibility to predict
Overview of standard gamification methods
• (Clearly) visualized progress• Instant/fast feedback• Progress factors are quantified and listed• Points (units of progress)• Achievements (levels of progress)
What is behind these methods?
• Progress as the core program of life• Competition • “Instinct” to gather (progress of quantity )
http://1funny.com/squirrel-stash/
Engagement
• Interactivity= engagement• Wish to participate• Is a wish to make choises• Is a wish to express individuality• Is the wish to be oneself.
optimal engagement intensity
for more info see Csikszentmihalyi & flow
Engagement methods:
•Scoretable•Points•Level system
www.taskrabbit.com
Additional motivational Methods:
•Fast feedback•Motivational gifts
www.taskrabbit.com
What Taskrabbit profile is about?
•Progress is clearly visible•Achievements are saved•Reputation in the community and for clients
Community
http://www.abjecthubris.com/images/blizzconneogaf01.jpg
Why do you need it? What is it good for?
http://eu.media1.battle.net/cms/gallery/JZOQU3LQABTI1338481743427.jpg
Methods of creating/building communities:(in addition to basics like shared goals etc)
•Competitions•Teams•Events•Shared benefits•Symbols•Intra-community gifts
http://www.wallpapergate.com/data/media/246/A-Team_012.jpg
Foursquare
•Engaging•Viral•Useful•Social
http://www.yodisphere.com/2010/06/multi-level-marketing-mlm-pyramiding.html
Gamifying Altruism:
Achievements
•Over 100 biomedical research papers published thanks to the calculations (relevant to cancer, Alzheimer, etc)•Helped the cloud computing revolution• Currently areound 500’000 users•2007 the cloudsystem speed reached 1petaflops/second (the fastest super computer was ~4x slower)
Comparison: For 1Petaflops you would need 2 million IPads , which would be a 18 800 meters high tower with a total cost of 1 billiard USD
Community= Virality
Pyramid marketing: the dark side of virality
Is it possible to use It ethically?
What about these?•Oriflame•Tupperware•AmWay
http://regolish.blogspot.com/2012/03/cashing-in.html
Nondigital gamification
Consumer games
http://www.mrsbingo.com/mecca-bingo-launch-online-bingo-bonus-points-program/
http://www.mydiscountdirect.co.uk
Buy two vibrators and get the 3rd free!
Traditional Martial Arts
Color-coded belts• Visualised progress• Visualised achievement• Visualised status
http://en.wikipedia.org/wiki/File:Obi-goky%C5%AB.jpg
Summary: Engagement• Visualised progress• Fast feedback• Progress factors are quantified and listed• Points for desired behavior• Progress middle and final goals are
achievements• Status & competition• Collecting• Chance, prediction and challenge
Summary: Loyalty
• Quality (includes continuous engagement)• Community (me > us)• Individual competition• Team competition (metacompetition)• Gifts• Community events• Community symbols
Summary: Virality
• Quality (incl engagement and loyalty)• Easyness of sharing (note: sample texts)• Motivation for sharing - in addition to other
motivational methods (eg Cialdini): A) Emotional connection B) Practical value
Questions?
Contact
• [email protected]• Google, Facebook, linkedIn etc