Learning goals are:
- What is gamification?
- Why it might be valuable
- How to do it effectively?
- Specific applications
Starting with a short definition of gamification by Kevin :
The use of game elements and game design techniques in non-game contexts.
- Toolbox, a regular design pattern that makes up a game such as Points, Levels, Rewards/ Badges, Avatars, a social graph, …
GAME DESIGN TECHNIQUE
- Games are designed systematically, thoughtfully and artistically for the purpose of being fun
- problem solving attitude
- Some objective other than success in the game, e.g. Business, school, social impact, personal improvement, …
Why study Gamification?
- ERMERGING BUSINESS PRACTICE
- fruitful and seen as a hot new business concept adopted by many worlds’ most admired companies (Microsoft, Nike, SAP, Samusung, Foursquare, Dell, eBay, FootlocKer, …)
- GAMES ARE POWERFUL
- can be addictive and immersive although it’s just an experience done for enjoyment
- LESSONS FROM PSYCHOLOGY, DESIGN, STRATEGY AND TECHNOLOGY
- linked to basic aspects of the way our minds work, e.g. What motivates people? How to do business or an effective marketing campaign?
- HARDER THAN IT APPEARS
History of the term gamification
- 1912 Cracker Jack
- an American brand of snack, who put a toy surprise in each package
- 1980 Richard Bartle creates MUD1
- the first multi user dungeon, being the first time people could share a virtual world in this way. The definition back then was: to turn something that is not a game into a game.
- 1980 to present – research by education and scholars looking at video games and learning, showing that kids could learn from games
- 2002 to present – Serious Game Initiative by Ben Sawyer and David Rejecsk.
- Use games for training and simulation for various kinds of non game purposes (e.g.in the military, academia, private sector,.. )
- 2003 Nick Pelling
- set up a consulting firm Conundra, which promoted gamification of consumer products
- 2005 Bunchball
- launched its first gamification platform in 2007
- 2010 Jesse Schell presents “Design Outside the Box” at DICE - sarcastic but shows the potential of gamification
Examples and Categories
- Costumer engagement
Club Psych from the USA Network – a gamified website as an extension of the show “Psych”
- Productivity enhancement
- Crowdsourcing (internal within a community)
Microsoft’s Language Quality Game – a game-like framework to test localization of Windows 7. Competitive within the microsoft offices although it’s not for money, a leaderboard shows how many bugs people found
BEHAVIOUR CHANGE (gamification as a motivation)
- Health and wellness
- Personal finance
VW contest “Fun Theory“; a marketing program encouraged people to submit ideas for using games to solve real-world problems. Winner: Speed Camera Lottery – track people who are not speeding and enter them into a lottery so that they’re able to win money. The money comes from the speeding tickets.
- Gamification can motivate
- Applications in many domains/fields
- external, internal and behaviour change
- Encompasses many techniques