| Date post: | 28-Jan-2015 |
| Category: |
Entertainment & Humor |
| Upload: | giovanni-caruso |
| View: | 105 times |
| Download: | 1 times |
La Gamification nel mondo dei contenutiPlayful practices and meaningful engagement
Giovanni Caruso
Milano, Master SNID, 19 febbraio 2013
Muhammad Ali vs. Street Fighter - In Rue Saint-Denis, Paris, France
Gamification is the use of game-thinking and game mechanics in a
non-game context in order to engage users and solve problems.
Wikipedia.com
A game is a system in which players engage in an artificial conflict, defined by rules, that
results in a quantifiable outcome.
Katie Salen, Eric Zimmerman Rules of Play, 2003
Gamification and Playful practicesDigital media
Partecipazione
Alternate reality (game?)
Scoring a goal
Kicking a ball into a net
MAGIC CIRLCE REAL WORLD
Johan Huizinga, Homo Ludens, A Study of the Play-Element in Culture.1955
Katie Salen, Eric Zimmerman Rules of Play, 2003
Jesper Juul, Half Real, 2005
Continuum between Ludus and Paidia
Roger Caillois, I giochi e gli uomini. La maschera e la vertigine, 1958
Playing with rules
Rigid play
Fun? (engagement)
Tony Ventrice “Gamification: Framing the Discussion”, Gamasutra, 11.12.11
Intrinsic motivations
Extrinsic motivations
Zachary Fitz-Walter “Gamification: Thoughts and Definition in Design”, Gamasutra, 26.04.12
+
Brain by Sven Gabriel, from The Noun Project; Gears by abstract, from The Noun Projec
Growth
Choice
Competition
Identity
Story
Emotion
Flow
FunTony Ventrice “Gamification: Framing the Discussion”, Gamasutra, 11.12.11
Ryan, R. M., & Deci, E. L. “Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being”, American Psychologist, 55(1), 68–78, 2000.
Zachary Fitz-Walter “Gamification: Thoughts and Definition in Design”, Gamasutra, 26.04.12
Autonomy (vs. BehaviourSteeringTech)
Competence
Relatedness
Self-determination theory = Fun
Zachary Fitz-Walter “Gamification: Thoughts and Definition in Design”, Gamasutra, 26.04.12
Mihaly Csikszentmihalyi Flow: The Psychology of Optimal Experience, 2008
Amy Jo Kim, The Player’s Journey: Designing Over Time, Amyjokim.com,
http://marczewski.me.uk/2012/11/30/flow-and-satisfaction/, 14.09.2012
Andrzej Marczewski, Flow, Player Journey and Employee Satisfaction, Marczewski.uk, http://marczewski.me.uk/2012/11/30/flow-and-satisfaction/, 30.11.2012
■ Boring games or processes will not keep you engaged (duh!)■ Frustrating work processes will not keep you engaged■ However, Frustrating games that are well made, can keep you coming back for more■ The journey can dip in and out of frustration and boredom
The key is to make sure the skill and challenge levels are always heading in the right direction.
Andrzej Marczewski, Flow, Player Journey and Employee Satisfaction, Marczewski.uk, http://marczewski.me.uk/2012/11/30/flow-and-satisfaction/, 30.11.2012
Points, Badges, Rewarding...and the FUN?
+2
‘Gamification’ is the future. It’s coming soon to your bank, your gym, your job, your government and your
gynaecologist. All human activity will be gamified.
That problem being that gamification isn’t gamification at all. What we’re currently terming gamification is in fact the
process of taking the thing that is least essential to games and representing it as the core of the experience. Points and
badges have no closer a relationship to games than they do to websites and fitness apps and loyalty cards.
Gamification, as it stands, should actually be called poinstification,
Games are good, points are good, but games ≠ points.
Margaret Robertson Can’t play, won’t play, Hide&Seek.net, 06.10.10
Cow Clicker is a Facebook game about Facebook games. It's partly a satire, and partly a playable theory of today's social games, and partly an earnest example of that genre.
You get a cow. You can click on it. In six hours, you can click it again. Clicking earns you clicks. You can buy custom "premium" cows through micropayments (the Cow Clicker currency is called "mooney"), and you can buy your way out of the time delay by spending it.
You can publish feed stories about clicking your cow, and you can click friends' cow clicks in their feed stories. Cow Clicker is Facebook games distilled to their essence.
Where is the meaning?
Ian Bogost “COW CLICKER: The Making of Obsession”, www.bogost.com, 21/07/2012
Explotitionware is the right term✓ It disassociates the practice from games. This is the most important
position of all, because it makes room for games to move into the same areas of application while giving them a natural response to the gamification option. "What about gamification? That seems cheaper and easier." "Oh, you mean exploitationware? It's great if you don't mind swindling your customers."
✓ It connects gamification to other, better known practices of software fraud. These include malware, spyware, and adware. While some uses of -ware
✓ It kicks the fulcrum out from under gamification's lever. ✓ It allows us to situate gamification within a larger set of pernicious
practices in the high-tech marketplace. These include the general practice of
✓ It opens the door for more earnest, beneficial uses of games. Ian Bogost “ Persuasive Games: Exploitationware”, Gamasutra, http://www.gamasutra.com/view/feature/134735/persuasive_games_exploitationware.php?page=1, 03/05/2011
The rethoric power of games
Case history e Modi d’uso
Have Fun...but don’t forget to p l ay
Community
Challenge
Capital
“Un abbonato ha sempre un posto in
prima fila”.
Vinci SanRemo
One leaderboard to rule them all
(Kim Dotcom)
+ Beintoo
The Fun of ...going around
Discover
Measure
Challenge
Fear?
A game? A travel guide?
Foursquare COPS vs cheating
Stay motivated?
Promoting products through
engagement
The Fun of ...watching the screen
Content promotion
Participation
Identity
Completist or I’m the expert
Game from the bottom /
participation
Acquired by Dijit
Sideshow, Quiz & HBO
Acquired by Viggle for $ 25
million cash
Partnership for badges
50.000 checkins (season premier)
60.000 comments (season premier)
HBO Games
The Maester's Path is an alternate reality game which served as part of the marketing for Game of Thrones' first season. It was officially launched on 28 February 2011.
Contents [show] PremiseEditThe Maester's Path is based around a website which allows fans to play a series of puzzles to unlock rewards, including previews of scenes from the TV series. The puzzles need to be solved using clues provided by HBO to the media, which are then posted on various websites, including TV review blogs and Song of Ice and Fire fan sites.The Maester's Path site places an emphasis on cooperation, with players encouraged to use social media websites like Facebook and Twitter to 'recruit' helpers and followers, with the ability to report progress along the Path to social media accounts.
HBO Games
HBO GamesSeason 2 in
140characters
#GOT140(best used for commercials)
#GOTDay to rally fan community
around a conversation
Cosplay e tweet contest #Twittaserie
DirecTV promo MYGUY ...a new game
NETFLIX MAX on PS3
Heroes Evvolution (2007)
28mln video streams in 8 weeks; 48mln pv/
7mln uv
Heineken: Live Football Gaming
Flock to unlock Mask Maker Facebook Game Deep ZoomCoke Zero
...join the NSA (for real)
MTVGamification and the
Virtue of Ethics
The Italian way of Virtue of Ethics
We need more gamers!
@nrgiga
about.com/nrgiga
www.gamejournal,it
