Gamification - A Brief Introduction to Gamification

GamificationA Brief Introduction to Gamification

What is Gamification?
The process of game-thinking and game
mechanics to engage users and solve
problems.

Zichermann, G. (2013, February 5). Gamification of marketing webinar [Video file]. Retrieved from
http://youtu.be/vfu6sUwSdtg
Gamification engages users and
changes behavior with the best ideas
from games, loyalty programs and
behavioral economics
- Gabe Zichermann

INTRODUCTION
A Brief IntroductionTo Gamification www.redblood.ws
Although the term Gamification was already coined in 2002 by Nick
Pelling, the subject has only recently found its way to the marketing
world. In recent years Gamification has gained popularity in marketing as
shown by several Gamification seminars that are organized around the
world, such as the Gamification Summits in the United States and
Australia. Some relatively new some websites are dedicated to the
Gamification subject, such as Gamification.org and Gamification.co.The
E-learning platform Coursera even offers a Gamification course from the
University of Pennsylvania.

GAMIFICATION
What’s and What’s not
What gamification is. What gamification is not.
 About changing behaviours.
 Learning in a safe environment.
 Gain experience through trail
and error
 Allowing for elements of failure.
 Feedback, interaction,
challenge, rules emotional
reaction etc.
 Badges, Points and Rewards.
 Trivialization of learning.
 New.
 Foreign to Learning
professionals.
 Perfect for ever situation.
 Easy to create.
 Only Game mechanics.

INTRODUCTION TO GAMIFICATION
• Game elements (not full-games)
• And game thinking (This doesn’t need to involve game
technique, it’s more about the way games are designed and
the idea behind games)
• In a non-game environment (commercial as well as not-for-
profit environments)
• To increase target behaviour and engagement (target
behaviour is central to this definition)
Gamification is about using

INTRODUCTION TO GAMIFICATION…
For example
There’s Foldit.This is an initiative of several universities, research
institutes and companies with the goal to find cures for diseases
like HIV/aids and Cancer.To find these cures, it’s necessary to
understand the protein structures of the human body.
To understand this, the proteins are digitally folded into each
other like a puzzle. Because there are so many different possible
structures and computers aren’t good at solving these puzzles,
this is a time consuming job for scientists.
By making the folding of proteins an actual puzzle and adding
scores, leader boards and achievements, people all over the
world can now help solving this problem.This way several
enzyme structures have been found, some of which help finding
cures for diseases like HIV/aids.

INTRODUCTION TO GAMIFICATION…
1. Promotion
2. Employee productivity
3. Behaviour change
4. Loyalty
5. Education
Gamification can be used for:

KNOW YOUR PLAYER
http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology

USER MOTIVATIONS
1. Achievement
2. Altruism
3. Reward
4. Self expression
5. Loss aversion
6. Status, competition and reputation

EXTRINSIC MOTIVATION
Motivation through external factors:
1. Salary
2. Bonuses
3. Promotions
4. Deadlines
5. Consequences
6. Carrot and stick
It doesn’t work
Devalues activity
Feels controlling
Misses the point
Do not use Gamification as part of your compensation or bonus plan.
It has better uses…

INTRINSIC MOTIVATION
Motivation through internal factors:
1. Desire to excel
2. Professional interest
3. Psychological need for play
4. Self-efficacy
You can help
Autonomy
Free, safe place to play and create

SAPS
SAPS is an acronym that stands for status, access, power, and stuff. Simply put, it is a
system of rewards.
S A
SP
Status
Status is the rank or level of a player. Players are
often motivated by trying to reach a higher level or
status.
Access
Access refers to opportunities that allow players to
interact in a private or special way with your
company or service. For example, allowing select
players to view content before others, or to enter
an exclusive contest.
Power
Power refers to special entitlements or rank that
allow top players to be in positions of superiority
over others. For instance, a highly ranked player
who, based on his/her title, can donate virtual goods
to help newer players in their quests.
Stuff
Stuff means tangible prizes given to players on
completing quests or challenges. Zichermann
identified stuff as the least motivating of all four
options. Also, the cost of acquiring, managing and
delivering these prizes should be weighed carefully.
Rewards such as Badges and Points are used
to elevate Status by showcasing the talents,
expertise, and accomplishments of users.

MDA FRAMEWORK
In game design the Mechanics-Dynamics-Aesthetics (MDA) framework is a tool used to analyse games.
The MDA framework is a post-mortem analysis of the elements of a
game. It helps us use systems-thinking to describe the interplay of
those game elements and apply them outside of games.
Mechanics make up the functioning components of the
game. At their core, they allow a designer ultimate control over the
levers of the game, giving her the ability to guide player actions.
Dynamics, meanwhile, are the player’s interactions with those
mechanics. They determine what each player is doing in response to
the mechanics of the system, both individually and with other
players. Sometimes, game mechanics and game dynamics are used
interchangeably, but they are markedly different.
Finally, the aesthetics of the system are how the game
makes the player feel during interaction. Game aesthetics can be
viewed as the composite outcome of the mechanics and dynamics as
they interact with and create emotions.

GAME MECHANICS
The mechanics of a gamified system are made up of a series of tools that, when used
correctly, promise to yield a meaningful response from the players. For
our purposes, we’ll focus on some game elements:
Points
Points are important regardless of whether
their accumulation is shared among players, or
even between the designer and the player.
When you first consider a point system, you
might immediately think of a goal in a sporting
event, redeemable points in a video game, or
bonus points awarded to players for
successfully completing special tasks within a
game.
Point System:
 Experience points
 Redeemable points
 Skill points
 Karma points
 Reputation points
Levels
In most games, levels indicate progress—
though they are not as exclusive in this role as
they once were. For example, in the arcade
game Ms. Pac-Man, levels are clearly
expressed by the colour of the ghosts, the
layout of the maze, and the kind of fruit that
loops around the maze. Of course, designers of
gamified experiences aren’t going to use
traditional levels like those found in video
games, but understanding them can add a
powerful tool to your design. Levels serve as a
marker for players to know where they stand in
a gaming experience over time.

Badges
A badge is a visual representation of some
achievement within the gamified process. For
game designers, badges are an excellent way
to encourage social promotion of their
products and services.
Leaderboard
The purpose of a leaderboard is to make simple
comparisons like ranking system.
Unsurprisingly, most people don’t need any
explanation when they encounter a leader
board. By default, we see an ordered list with a
score beside each name, and we understand
that we are looking at a ranking system.
LeaderboardTypes:
1. The no-disincentive leaderboard
2. The infinite leaderboard
GAME MECHANICS…

Engagement loops
A motivating emotion leads to player re-engagement,
which leads to a social call to action, which loops back
around to a motivating emotion.
challenges/quests
Challenges and quests give players direction for what
to do within the world of the gamified experience.
Also known as Challenges. Challenges usually implies
a time limit or competition whereas Quests are
meant to be a journey of obstacles a player must
overcome.
In World of Warcraft, players are given quests that
require them to complete a set of tasks (e.g monster
slaying, delivery).
Check out Other Game Mechanics: https://badgeville.com/wiki/Game_Mechanics
For novice player ofTwitter, the view of the
engagement loop is as follows:
- Motivating Emotion =Connecting and expressing
- Player Re-Engagement = @mentions
- Social call to action =Tweets
- Visible Progress/Reward = Followers
GAME MECHANICS…

Today's student will spend 10,000 hours
playing computer and video games by
the age of 21
- Jane McGonigal
TED Talk -- Jane McGonigal: Gaming can make a better world (TED2010)
GAMIFICATION IN E-LEARNING

Gamification in e-Learning means the integration of game mechanics or dynamics, into
learning content, to create fun and engaging experiences.
GAMIFICATION IN E-LEARNING

BENEFITS OF GAMIFICATION IN E-LEARNING

BENEFITS OF GAMIFICATION IN E-LEARNING…

GAMIFICATION IN E-LEARNING STATS

GAMIFICATION: CASE STUDIES
More and more companies realise that games can be very powerful in changing human behaviour.
Therefore it’s not surprising that companies like Foursquare, LinkedIn and Amazon.com incorporate
game elements on their websites and in their services.
https://foursquare.com/
To Foursquare it’s important that users share their location with their friends on a
regular basis. When users do that, value is being created for everyone in their social
network.Without that the platform – obviously – doesn’t have a lot of value to users.
By having people earn badges when they check-in on special places or with a
certain frequency, users are motivated to keep using Foursquare on a regular basis. The
battle for mayorship in offices, bars and parks adds a competitive and social element that
makes the behaviour stick.
FOURSQUARE

FOURSQUARE…
Points
Tracking & Feedback
Badges
Goals, Rewards, Status
Leaderboards
Comparison , Competition
Incentives
Rewards

FOURSQUARE…
Game mechanics: points, badges,
leadership board
Motivation drivers: collecting,
achievement
Motivation driver: connecting

LINKEDIN
LinkedIn makes money by selling advertisements. Their ad inventory can be sold for a higher price when the ability to target
these advertisements improves. If an ad exactly reaches the people that are in the advertisers’ target audience – and no one
else – it’s worth a lot more than when it has a lot of waste. This makes it important for LinkedIn to know their users very well,
and one way to get to know them is for users to fill in their profiles extensively.
By acknowledging users with ‘strong profiles’ as Experts or All-Stars, people will be motivated to update their profiles regularly
and fill out any information that’s missing. Another neat trick is the way the profile strength balloon works: It can never be fully
filled.There’s always room for improvement.
Game mechanics: Progress indicator
Motivation driver: Feedback
linkedin.com

LINKEDIN…
Game mechanics: network indicator
Motivation driver: Connecting, feedback
Game mechanics: endorsement buttons (communal discovery)
Motivation driver: Achievement, feedback

CONTACT INFO
Pune, Maharashtra, India
csundarde@gmail.com
https://www.linkedin.com/in/chetansundarde
+91 8805012468
SOURCES
 Gamification by Design by Gabe Zichermann and Christopher Cunningham
 Introduction to Gamification by Piet van den Boer

Gamification - A Brief Introduction to Gamification

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