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Diana Küppers Animator » What is Gamification?

What is Gamification?

Posted by on Jan 27, 2014 in Storytelling

Today starts a new MOOC on Coursera.org, which is called Gamification by Kevin Werbach from the University of Pennsylvania.

 

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.

 

GAME ELEMENTS

  • 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

NON-GAME CONTEXT

  • 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

 

 

Examples and Categories

 

EXTERNAL

  • Marketing
  • Sales
  • Costumer engagement

Club Psych from the USA Network – a gamified website as an extension of the show “Psych”

 

INTERNAL

  • HR
  • 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
  • Sustainability
  • 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.

 

Lessons learned

  • Gamification can motivate
  • Applications in many domains/fields
    • external, internal and behaviour change
  • Encompasses many techniques

 

1 Comment

  1. Gilbert
    12/03/2014

    .

    благодарствую!