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The Gargantuan Differences between Games & Gamifica6on for Research Be#y Adamou, UK, 22nd September 2015

The Gargantuan Differences between

Games & Gamifica6on for Research

Be;y Adamou Research Through Gaming Ltd 22nd September 2015

#NewMR 2015 Corporate Sponsors

#NewMR 2015 Supporters

Schlesinger Associates Keen as Mustard


To develop a theore-cal framework that explains the impact that

game mechanics and game elements have on

par-cipant engagement, emo-on and data quality when applied as

fully-‐fledged Game (ResearchGame) or as a Gamified Survey

PhD

www.researchgames.org.uk


Why is it important to know the differences between

Games & Gamifica8on for research?

1.  To help you iden8fy which methodology would be most effec8ve for your project/clients’ project

2.  To help the research community develop processes and best prac8ces pertaining to the needs of each methodology

3.  Each methodology will drive different interac8ons and research results, affec8ng business decisions.


What happens if we don’t understand and learn the differences?

1.  Con8nued mislabeling of Game and Gamifica8on in MR

leads to miseduca8on and confusion (mislabeling already worryingly frequent in published papers)

2.  Can impact the learning of students who are tomorrow’s researchers (I’ve already seen this happen!)

3.  If researchers don’t know the difference, then neither will clients. And if we can’t educate our clients, then who will?


James Newman Rilla Khaled Pippin Barr Rommel Romero

DEFINITIONS ARE DIFFERENT (although contested)


“No typical element (e.g., goals, rules)

on its own cons8tutes a game (...) only assembled together do

they cons8tute a game”.

-‐ Deterding et al (2011b, p.3)


“The use of game mechanics and game elements in non-‐game contexts”

-‐  Gabe Zichermann -‐  Sebas1an Deterding

What is Gamifica-on?


Gamifica-on is the REPURPOSING OF GAMES to gain the ENGAGEMENT that games can create, for ac-vi-es that AREN’T GAMES.

-‐  Be<y Adamou -‐  I said this just now.


DESIGN PROCESS

1.  DON’T UNDERVALUE THE DESIGN! 2.  Games for Research is a design approach from the

outset. You design the game WITH the research objec8ves from the start.

3.  Gamifying a survey tends to happen a&er the survey has been created. Gamifica8on is a ‘tack on’ more than a design embedded with the research, as in a game.


How is Gamification typically used in Market Research to date?

Rewording the way ques-ons

are asked

Adding graphics (oSen unrelated to

the research content)


DO ‘X’ GET ‘Y’


Gamification will always hit a glass ceiling

of engagement and fun


Whole mind AND BODY INTRINSIC

Engagement

GAMES


“Extrinsic mo-vators in exchange for comple-ng a task

isn’t always foolproof” -‐ Ariely, Kamenica, & Prelec, 2008; Kamenica, 2012


Through intrinsic engagement, people can be more collabora-ve, crea-ve, produc-ve, innova-ve and spend more -me – even

doing voluntary ac-ons.


TWO DISTINCT INTERACTIONS

Games Gamification

PLAY TAKE PART


WHEN WE PLAY We

stimulate the mind

We boost

creativity & collaboration

We increase

our abilities to

problem-solve


DATA: OUTCOMES & RESULTS WILL BE DIFFERENT ! !


FINAL WORDS

1.  Stop mislabeling! 2.  Study & learn 3.  Prac8ce the approach of both methodologies with

different projects 4.  There is no single correct methodology. One is not “beger”

than the other. The methodology you choose should be driven by your research needs!

5.  Ask yourself, if engagement and emo8on is what you want, which methodology will achieve this best?


Thank You!


Q & A

Ray Poynter The Future Place

MarMna Olbertova Brand Curator

#NewMR 2015 Corporate Sponsors

#NewMR 2015 Supporters

Schlesinger Associates Keen as Mustard

Lenny Murphy Greenbook

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