GAMIFICATIONBRILLIANT OR BULLSHIT?

Paul Coulton

Saturday, 17 September 2011

GAMIFICATION ?

Saturday, 17 September 2011

GAMIFICATION ?

Use of game mechanics to encourage

engagement in an activity that

otherwise might be considered a chore

or boring

Saturday, 17 September 2011

ALL GAMES AREN’T FUN

“Asking me which Elf Bowling 1 or 2 is better is like me asking you if you'd rather eat a spoonful of rat

turds or hamster turds” IGN Review 2005

Saturday, 17 September 2011

ALL GAMES AREN’T FUN

“Asking me which Elf Bowling 1 or 2 is better is like me asking you if you'd rather eat a spoonful of rat

turds or hamster turds” IGN Review 2005

“Games are not fun because they‘re games, but when

they are well-designed”- Sebastian

Deterding

Saturday, 17 September 2011

PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers

From Richard Bartle’s Classification of MUD Players (1996)

Approximately 25% of players

Saturday, 17 September 2011

PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers

From Richard Bartle’s Classification of MUD Players (1996)

main goals points gathering and raising

levels

Approximately 25% of players

Saturday, 17 September 2011

PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers

From Richard Bartle’s Classification of MUD Players (1996)

like to fully explore game world and its

limits

main goals points gathering and raising

levels

Approximately 25% of players

Saturday, 17 September 2011

PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers

From Richard Bartle’s Classification of MUD Players (1996)

The game is essentially and

backdrop to socilasing with other players

like to fully explore game world and its

limits

main goals points gathering and raising

levels

Approximately 25% of players

Saturday, 17 September 2011

PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers

From Richard Bartle’s Classification of MUD Players (1996)

Like to impose themselves on others

The game is essentially and

backdrop to socilasing with other players

like to fully explore game world and its

limits

main goals points gathering and raising

levels

Approximately 25% of players

Saturday, 17 September 2011

PLAYER TYPES

Players World

Interacting

Acting

Killers

Killers

Acheivers

Acheivers

Socialisers

Socialisers

Explorers

Explorers

From Richard Bartle’s Classification of MUD Players (1996)

Like to impose themselves on others

The game is essentially and

backdrop to socilasing with other players

like to fully explore game world and its

limits

main goals points gathering and raising

levels

Approximately 25% of players

Saturday, 17 September 2011

MISSING MOTIVATIONS

DestructionNuturing

Anticipation

Schadenfreude

Gifting

HumourPossibiltyNaches

Purification

Surprise

Thrill

Wonder

FieroJesse Schell

Sensation

Fantasy

Narrative

Challenge

Fellowship

Discovery

Expression

Masochism

Mark LeBlanc

Saturday, 17 September 2011

GAMIFIERS HANDBOOK

EPIC WIN WIN WIN WIN

EPIC WIN WIN WIN

WIN WIN EPIC WIN WIN

WIN WIN EPIC WIN WIN

WIN WIN EPIC WIN

WIN WIN WIN EPIC WIN

Reward Status AchievementsSelf

ExpressionCompetition Altruism

Points

Levels

Challenges

Virtual Goods

Leader Boards

Gifting

Saturday, 17 September 2011

IS IT REALLY NEW?

Saturday, 17 September 2011

IS IT REALLY NEW?

Saturday, 17 September 2011

OPERANT CONDITIONING

Outcome of ConditioningOutcome of Conditioning

Increase Behaviour

Reduce Behaviour

Positive Stimulus

Positive Reinforcement (add stimulus)

Response Cost(remove stimulus)

Negative Stimulus

Negative Reinforcement

(remove stimulus)

Punishment(add stimulus)

Saturday, 17 September 2011

REINFORCEMENT SCHEDULES

Saturday, 17 September 2011

REINFORCEMENT SCHEDULES

Fixed IntervalUser gets points every

time they login

Saturday, 17 September 2011

REINFORCEMENT SCHEDULES

Fixed IntervalUser gets points every

time they login

Variable IntervalUser gets points every

10-15 games

Saturday, 17 September 2011

REINFORCEMENT SCHEDULES

Fixed IntervalUser gets points every

time they login

Variable IntervalUser gets points every

10-15 games

Fixed RatioUser gets trophy after

winning 50 games

Saturday, 17 September 2011

REINFORCEMENT SCHEDULES

Fixed IntervalUser gets points every

time they login

Variable IntervalUser gets points every

10-15 games

Fixed RatioUser gets trophy after

winning 50 games

Continuous Fixed RatioUser gets points every

time they check-in

Saturday, 17 September 2011

REINFORCEMENT SCHEDULES

Fixed IntervalUser gets points every

time they login

Variable IntervalUser gets points every

10-15 games

Fixed RatioUser gets trophy after

winning 50 games

Continuous Fixed RatioUser gets points every

time they check-in

Variable RatioOn average every 3

games user gets some points

Saturday, 17 September 2011

GOAL GRADIENT EFFECTEven The Illusion Of Progress Is Motivating!

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5

10

15

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e in

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onds

Sections of Run

Saturday, 17 September 2011

GOAL GRADIENT EFFECTEven The Illusion Of Progress Is Motivating!

0

5

10

15

20

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Tim

e in

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onds

Sections of Run

InfoBucks Virtual Coffe Shop

InfoBucks Virtual Coffe Shop

Saturday, 17 September 2011

SIZE MATTERS!

Ebbinghaus Illusion

Saturday, 17 September 2011

SIZE MATTERS!

Ebbinghaus Illusion

Saturday, 17 September 2011

SIZE MATTERS!

Ebbinghaus Illusion

Saturday, 17 September 2011

FLAVOURS OF GAMIFICATION

Badgification: the boy scout reward

Saturday, 17 September 2011

MINDING THE GAPS

Completing the missing elements of a set is strong motivator for many people

and is the basis of what many of these systems try to exploit

Saturday, 17 September 2011

FLAVOURS OF GAMIFICATION

Pointsification: Accumulate points for repeated activity.

Saturday, 17 September 2011

BADGES AND POINTS ARE FEEDBACK

Most implementations of badges and points reward

repetition not achievements

Saturday, 17 September 2011

BADGES AND POINTS ARE FEEDBACK

Most implementations of badges and points reward

repetition not achievements

Saturday, 17 September 2011

PROGRESSIVE GROKKING“Playing video games is fun because it provides experiences of

competence, self-efficacy, mastery” - Ralph Koster

NewMechanic

PlayerLearns

DesignGrokked

Flow

Anxiety

Boredom

Challenge

Abilities

Csikszentmihalyi

Saturday, 17 September 2011

>Intrinsic

Mastery

Autonomy

Love

Fun

Meaning

Power

Group Identity

Extrinsic

Badges

Points

Leader Boards

Rewards

Punishments

Levels

MOTIVATIONS

Long Term Short Term

Saturday, 17 September 2011

GAME OVERCongratulations you just unlocked @mysticmobile gamification badge

Saturday, 17 September 2011