gamification what is what is not and where it is useful - ff1 - slide share
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GAMIFICATION
What is, what is not
and where it is usefulAlberto Signoretti
Nuno Almeida – Diogo Vieira – Ana I. Martins – António Teixeira
2nd INTERNATIONAL WEEK - 2015DEPARTMENT OF ECONOMICS, MANAGEMENT AND INDUSTRIAL ENGINEERING
And/or if it is you
during the presentation…
If you came to this
presentation…
FIRST... First of All…
❏ Just after lunch??? You must be kidding!!! kkkkk
You will loose the PRIZE!!!…
First of All… A little game
❏ Playing a memory game…
❏ There are several signs hidden in the slides…
❏ Colors, shapes, words…
❏ A lot of things…
❏ Find the hidden signals during the presentation…
❏ What means: PAY ATTENTION!! Don’t be the “suricato”!!!
❏ When you see the chart “It’s time to play”…
❏ Use your smartphone or computer and go to the game page…
❏ Play the game…
❏ The best score with the short time wins the PRIZE!!!
❏ Let’s try a gamification for this presentation
First of All… A little game
Wellcome to a “Gamification” journey
First of All…❏ I am not an EXPERT… (there are some “evangelists”)
❏ “Gamification” is a very tricky Buzzword…
❏ Well, who am I and the group I am working with?❏ UERN/DI State University of Rio Grande do Norte / Department of Informatics (an Italian Brazilian guy lost in Portugal…)
❏ UA/DETI/IEETA University of Aveiro / Department of Electronics, Telecommunications and Informatics / Institute of Electronic
Engineering and Telematics of Aveiro
❏ Research Areas: AI, Multi Agent simulations, Gamification, Virtual assistants, Elderly support
❏ We will talk about Gamification:❏ Before the “Bullshit Era” Ian Bogost, 2011
❏ After the “Bullshit Era” Janet H. Murray, 2013
Hope!
First of All… Perception
❏What is the human perception?❏ The process or state of being aware of something
❏ Insight or knowledge gained by thinking
❏ The capacity for such insight or knowledge
❏ …
❏Why we see things different?❏ Why girls always find when the boys lie?
❏ Why girls see salmon and the boys see beige?
❏ …
❏What gamification has to do with perception?❏ Everything!!!
First of All… Perception
❏For whom we create things?❏ For USERS!!!
❏What Really matters?❏ The perception of the USER!!!
❏What we can consider as a baseline?❏ Give to others the same you want to receive!!!
Gamification - Origins
❏ “Gamification” as a term originated in the digital media industry.
❏ The first documented use dates back to 2008
❏ The term did not see widespread adoption before the second half of 2010
❏ The same as:
❏ “productivity games”
❏ “surveillance entertainment”
❏ “funware”
❏ “playful design”
❏ “behavioral games”
❏ “game layer”
❏ “applied gaming”
❏ “exploitationware” (The “bullshit” definition)…
Gamification - Definitions
❏ “The adoption of game technology and game design methods outside of
the games industry”
❏ “The process of using game thinking and game mechanics to solve
problems and engage users”
❏ “Integrating game dynamics into your site, service, community, content or
campaign, in order to drive participation”
“Gamification” is the use of game design elements
in non-game contexts
Gamification – What is not!
❏ A Product… It is a PROCESS!
❏ Only the use of badges, points or leaderboards…
❏ Everything is a game…
❏ The fix for a bad product…
❏ …
Why Games?
❏ There is something MAGICAL about games!
❏ They contain special POWER:
❏ Power to captivate us and draw us in,
❏ Power to encourage us to repeat things we've seemingly done before,
❏ Power to get us to spend money on things that seem not to exist,
❏ Power to get us to solve unnecessary complex problems repeatedly,
❏ Power to get us incredibly persistent,
❏ Power to get us ENGAGED,
❏ And so forth….
❏ Pervasive games (augmented reality, geolocation, other sensors…)
❏ Wearable technologies
The Engagement/Motivation Science
❏ Fogg Behavior Model (FBM) – by B. J. FoggMotivation, Ability, Trigger
❏ Conditioning – by SkinnerReinforcement
❏ Flow – An optimal state of intrinsic motivation – by M. CsikszentmihalyiAn optimal state of intrinsic motivation
❏ The Paradox of Choice – by SchawrzLess is More, Tyranny of choice
❏ P.E.R.M.A. – Positive Phycology – by Martin SeligmanPositive Emotions, Engagement/Flow, Relationships, Meaning, Accomplishment
❏ HOOK Model – by Nir EyalTrigger, Action, Reward, Action
❏ DRIVE Model – by Daniel H. PinkAutonomy, Mastery, Purpose (Designing, Story, Symphony, Empathy, Play, Meaning)
❏ The Power of Habit – by Charles DuhiggCue (Trigger), Routine, Reward
❏ 4 Key for Fun – by Nicole LazzaroEasy Fun (Novelty), Hard Fun (Challenge), People Fun (Friendship), Serious Fun(Meaning)
❏ Behavioral Economy
The Engagement Science
Engagement changes during a player’s lifecycle
Amy Jo KIM
The Engagement Science
Amy Jo KIM
Positive EmotionFun / Delight / Trust / Pride / Curious
Newbie
Onboarding
(social) Call to ActionCustomize / Share / Help / Compete
Player (re)EngagementTask / Mission / Game / Quiz / Gift
Visible Progress Stats / Challenges / Awards / Messages
Design: Attention!
Killers Achievers
Socializers
Explorers
Design: Players Type (MMO)❏ Bartle’s mud Player Types – 1996 (Richard Bartle)
❏ Achievers are interested in doing things to the game,
ie. in ACTING on the WORLD
❏ They are proud of their formal status in the game's built-in level
hierarchy, and of how short a time they took to reach it
❏ Explorers are interested in having the game surprise
them, ie. in INTERACTING with the WORLD
❏ They are proud of their knowledge of the game's finer points,
especially if new players treat them as founts of all knowledge
❏ Socialisers are interested in INTERACTING with other
PLAYERS
❏ They are proud of their friendships, their contacts and their
influence
❏ Killers are interested in doing things to people, ie. in
ACTING on other PLAYERS
❏ They are proud of their reputation and of their oft-practiced
fighting skills
Design as a Game Designer
Dynamics Mechanics
Aesthetics
Player
Journey
Levels
Player
Journey
Points
Leaderboards
Badges
Missions
Mechanics
Virtual
Goods
Fun
Delight
EnvyPride
Aesthetics
Surprise
Satisfaction
Trust
Connection
Curiosity
Design as a Game Designer
Progressive
Unlocks
Appointments
Dynamics
Dynamic
Systems
Reward
Schedules
PacingPlayer
Journey
Design for Fun and Learning
❏ 3 Fs (Zichermann): Friends, Feedback & Fun
❏ Meaningful environment
❏ Learning is the drug. Fun arises out of mastery (Amy Jo KiM)
❏ FUN?… Back to PERCEPTION!!!
❏ Why fun matters: in search of emergent playful experiences by Sonia Fizek
❏ Rethinking Gamification
❏ 4 Keys 2 Fun
Desing for Fun and Learning
❏The best rules… (by J. P. Rangaswami)
❏Clear GOALS to increase engagement and creativity
❏Ability matched to levels
❏Feedback to increase concentration, Flow and the way to mastery
❏People like BOND communicating and creating communities
❏Trust Bond Share
Examples – Behavior Change
PleaseCycle
Examples – Behavior Change
T4A Project
GAMIFICATION
❏ It’s time to PLAY!
❏ Use your smartphone or computer and go to the game page…
❏ URL: …………..NET
❏ Wait to start…
❏ Play the game…
❏ Good luck…
❏ The best score with the short time wins the PRIZE!!!
