+ Gamification through Rewards, Meaning and Play Scott Nicholson Director, Because Play Matters Game...

Twitter: @snicholson

+Gamification through Rewards, Meaning and Play

Scott NicholsonDirector, Because Play Matters Game LabAssociate Professor, School of Information Studies, Syracuse University


+Gamification through Rewards, Meaning and Play

Scott NicholsonDirector, Brantford Games NetworkProfessor of Games, Wilfrid Laurier University,


+Overview

What is gamification?

BLAP gamificationDesign activity

A RECIPE for Meaningful gamificationDesign Activity

The Gamification JourneyReflection


+What is Gamification?

Gamification is the

application of

gameful or playful layers

to motivate engagement

with a specific contextSpecificContext


+

http://zamzee.com


+Typical Gamification

Taking something in the real world

Adding a game-y goal

Developing a structure to support the goal

Adding a reward


+

Points(unit of control)

Reward-based Gamification Process


+


Levels(progress in

system)


+


Levels(progress in

system)

Leaderboards(competition)


+


Levels(progress in

system)


Achievements(additional

paths)



+



Levels(progress in

system)


Achievements(additional

paths)

Badges(public display)


+BLAP Gamification

BadgesLevels / LeaderboardsAchievementsPoints


+Creating a Point-based System

Identify desired behaviors

Connect behaviors with points

Reward points with incentives

Profit!


+Levels – Single-player Journey


+

Taken Oct. 1, 2012 from https://library.hud.ac.uk/lemontree/leaderboards.php

Leaderboards - Competition


+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)


+Types of Achievements

Unusual (or usual) use cases

Exploration – Trying something new

Collection – Systematic exploration

Loyalty

Tutorials

Expected or Unexpected


+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


+BLAP Summary

Points

Levels

Leaderboards

Achievements

Badges


+

"once you start giving someone a reward, you have to keep her in that reward loop forever" (p. 27).


+

(lack of) Rewards punish

Rewards damage relationships

Rewards ignore reasons

Rewards discourage risk-taking


+Rewards replace pre-existing interest

Intrinsic

Motivation

Intrinsic

Motivation

Reward

Intrinsic

Motivation


+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


+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


+The Gamification Backlash (Michael Wu)

Motivation



Motivation

Short-Term Goals:

- Making the Sale

- Teaching a Skill



Motivation Long-Term Goals:

- Changing Habits

- Building Loyalty


+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


+Games are more than rewards

Game = Play + Goals + Structure

Game – Play = Goals + Structure =

Reward-Based Gamification

Games without Play??


+Meaningful Gamification

Make the context meaningful

Avoid incentives and rewards that replace intrinsic motivation

Use the gameful or playful layer to build intrinsic motivation


+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


+RECIPE for Meaningful Gamification

Reflection

Exposition

Choice

Information

Play

Engagement


+Play

Optional

Freedom to explore (fail) with boundaries

http://www.unyta.com/pages/ErieCanalwayHeritageTours.html/


+Exposition

Player-driven narratives

http://education.mit.edu/blogs/datennes


+Choice

Player-determined goals and milestones

http://nikeplus.nike.com/plus/running


+Choice

Badge Pathways by Carla Casilli - http://carlacasilli.files.wordpress.com/2013/02/badgepathways.gif


+Information

Explains the reasons behind the system

http://venturebeat.files.wordpress.com/2012/05/sessionm-gamification.jpg?w=558&h=9999&crop=0


+Engagement

Enhancing social connections and creating new ones

https://play.rit.edu/


+Reflection

Connecting activities to self

http://game.nypl.org/


+RECIPE for Meaningful Gamification

Reflection

Exposition

Choice

Information

Play

Engagement


+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


+Community of Practice

http://community.mis.temple.edu/ccrawford/files/2012/03/cop-picture1.jpg


+Gameful and Playful Layers

MeaningfulGamification

Reward-based Gamification


+

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


+

The Gamification Journey TL;DR

Reject Rewards

Make Motivation Meaningful

Cultivate Communities


+To Learn More

http://becauseplaymatters.com/pubs

+ Gamification through Rewards, Meaning and Play Scott Nicholson Director, Because Play Matters Game...

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