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+Gamification through Rewards, Meaning and Play
Scott NicholsonDirector, Because Play Matters Game LabAssociate Professor, School of Information Studies, Syracuse University
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+Gamification through Rewards, Meaning and Play
Scott NicholsonDirector, Brantford Games NetworkProfessor of Games, Wilfrid Laurier University,
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+Overview
What is gamification?
BLAP gamificationDesign activity
A RECIPE for Meaningful gamificationDesign Activity
The Gamification JourneyReflection
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+What is Gamification?
Gamification is the
application of
gameful or playful layers
to motivate engagement
with a specific contextSpecificContext
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+
http://zamzee.com
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+
http://zamzee.com
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+Typical Gamification
Taking something in the real world
Adding a game-y goal
Developing a structure to support the goal
Adding a reward
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+
Points(unit of control)
Reward-based Gamification Process
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+
Points(unit of control)
Levels(progress in
system)
Reward-based Gamification Process
+
Points(unit of control)
Levels(progress in
system)
Leaderboards(competition)
Reward-based Gamification Process
+
Points(unit of control)
Levels(progress in
system)
Leaderboards(competition)
Achievements(additional
paths)
Reward-based Gamification Process
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+
Reward-based Gamification Process
Points(unit of control)
Levels(progress in
system)
Leaderboards(competition)
Achievements(additional
paths)
Badges(public display)
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+BLAP Gamification
BadgesLevels / LeaderboardsAchievementsPoints
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+Creating a Point-based System
Identify desired behaviors
Connect behaviors with points
Reward points with incentives
Profit!
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+Levels – Single-player Journey
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+
Taken Oct. 1, 2012 from https://library.hud.ac.uk/lemontree/leaderboards.php
Leaderboards - Competition
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+Different Types of Leaderboards
Everyone or a subgroup of people Defined by the creator Defined by the user (friends)
Overall or specific to a task
Ongoing or reset Reset every so often for everyone (once a week, all
are reset) Reset every seven days for each person (rolling
resets)
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+Types of Achievements
Unusual (or usual) use cases
Exploration – Trying something new
Collection – Systematic exploration
Loyalty
Tutorials
Expected or Unexpected
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+Badges
Designed for public view (certification)
May be based upon achievements
Also based upon skills or interests Informal learning New skills Different learning paths
Creates groups
http://www.buffalobrothers.net/images/badges-goldplating-xl.jpg
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+BLAP Summary
Points
Levels
Leaderboards
Achievements
Badges
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+
"once you start giving someone a reward, you have to keep her in that reward loop forever" (p. 27).
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+
(lack of) Rewards punish
Rewards damage relationships
Rewards ignore reasons
Rewards discourage risk-taking
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+Rewards replace pre-existing interest
Intrinsic
Motivation
Intrinsic
Motivation
Reward
Intrinsic
Motivation
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+Decreasing impact of rewards
Volkow, N. D., Wang, G.-J., Fowler, J. S., Tomasi, D., Telang, F. and Baler, R. (2010), Addiction: Decreased reward sensitivity and increased expectation sensitivity conspire to overwhelm the brain's control circuit. Bioessays, 32: 748–755. doi: 10.1002/bies.201000042
Reward
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+Survey of Fitocracy users
“Perceived enjoyment and usefulness of the gamification decline with use”
Koivisto, J. & Hamari, J. (2014). Demographical differences in perceived benefits from gamification. Computers in Human Behavior. http://dx.doi.org/10.1016/j.chb.2014.03.007
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+The Gamification Backlash (Michael Wu)
Motivation
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+The Gamification Backlash (Michael Wu)
Motivation
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+The Gamification Backlash (Michael Wu)
Motivation
Short-Term Goals:
- Making the Sale
- Teaching a Skill
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+The Gamification Backlash (Michael Wu)
Motivation Long-Term Goals:
- Changing Habits
- Building Loyalty
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+The Gamification Backlash (Michael Wu)
Motivation Long-Term Goals:
- Changing Habits
- Building Loyalty
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+Games are more than rewards
Game = Form of Play with Goals and Structure
Maroney, K. (2001). My entire waking life. The Games Journal, May. Retrieved from http://www.thegamesjournal.com/articles/MyEntireWakingLife.shtml
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+Games are more than rewards
Game = Play + Goals + Structure
Game – Play = Goals + Structure =
Reward-Based Gamification
Games without Play??
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+Meaningful Gamification
Make the context meaningful
Avoid incentives and rewards that replace intrinsic motivation
Use the gameful or playful layer to build intrinsic motivation
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+Making Gamification Meaningful
Give the player information Put the PLAY back in Player
Allow the player choices And the ability to share choices
Make informed play the reward Use external rewards sparingly
Put the player’s benefits first in design Different players need different things
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+RECIPE for Meaningful Gamification
Reflection
Exposition
Choice
Information
Play
Engagement
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+Play
Optional
Freedom to explore (fail) with boundaries
http://www.unyta.com/pages/ErieCanalwayHeritageTours.html/
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+Exposition
Player-driven narratives
http://education.mit.edu/blogs/datennes
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+Choice
Player-determined goals and milestones
http://nikeplus.nike.com/plus/running
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+Choice
Badge Pathways by Carla Casilli - http://carlacasilli.files.wordpress.com/2013/02/badgepathways.gif
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+Information
Explains the reasons behind the system
http://venturebeat.files.wordpress.com/2012/05/sessionm-gamification.jpg?w=558&h=9999&crop=0
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+Engagement
Enhancing social connections and creating new ones
https://play.rit.edu/
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+Reflection
Connecting activities to self
http://game.nypl.org/
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+RECIPE for Meaningful Gamification
Reflection
Exposition
Choice
Information
Play
Engagement
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+Kim’s Player’s Journey
Kim, A. (2013). The Player’s Journey: A 5-Step Framework for Designing Engaging Experiences. Available online at http://www.slideshare.net/amyjokim/players-journey-5step-design-framework-for-longterm-engagement
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+Community of Practice
http://community.mis.temple.edu/ccrawford/files/2012/03/cop-picture1.jpg
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+Gameful and Playful Layers
MeaningfulGamification
Reward-based Gamification
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+
Newbie
• Onboarding
• Attract through unmet needs
• Using Extrinsic Motivators sparingly
Explorer
• Finding meaning
• Choosing paths
• Creating & Playing
• Reflecting
• Building Intrinsic Motivation
Enthusiast
Reward-based Gamification
Meaningful Gamification
No Gamification
The Gamification Journey
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+
The Gamification Journey TL;DR
Reject Rewards
Make Motivation Meaningful
Cultivate Communities
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+To Learn More
http://becauseplaymatters.com/pubs