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Notes on Gamification

Hank Bao
June 03, 2016

Notes on Gamification

游戏化的一些笔记
2016年6月3日在公司内部的游戏化分享

Hank Bao

June 03, 2016
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Transcript

  1. Introduction (1.1) 1. Gamification is about learning from games, understanding

    what makes the games successful, engaging. 2. Taking some of those techniques, and thoughtfully applying them to other non- game situations.
  2. Overview (1.2) 1. What is gamification 2. Why it might

    be valuable 3. How to do it effectively 4. Specific applications
  3. Definition (1.3) Gamification is the use of game elements and

    game design technique non-game contexts.
  4. Game elements • Points • Progression • Levels • Rewards

    • Quests • Social Graph • Badges • Avatars
  5. Why Study Gamification (1.4) • An emerging business practice •

    Games are powerful things • Lessons from psychology, design, strategy, technology • Harder than it appears
  6. Lessons Learned 1. Gamification can motivate 2. Applications in many

    domains • External, internal, behavior change 3. Encompasses many techniques
  7. Gamification in Context (2.1) • Listening to what games can

    teach us • Learning from game design (and psychology, management, marketing, economics) • Appreciating fun
  8. What is a Game (2.2) • Pre-lusory Goal • Constitutive

    Rules • Lusory Attitude • voluntarily overcoming unnecessary obstacles
  9. Games and Play (2.3) Takeaways for Gamification • Voluntariness •

    Learning or problem solving • Balance of structure and exploration
  10. Just a Game? (2.5) Real World Building Blocks 1. E-business

    2.0 • analytics, cloud, mobile, etc. 2. Social networks and media 3. Loyalty programs 4. Management and marketing research
  11. Real World <-> Game ┌────────────────────────────────┬───────────────────────────┐ │ Real World Activity │

    Game Concept │ ├────────────────────────────────┼───────────────────────────┤ │ Monthly sales competition │ Challenge │ ├────────────────────────────────┼───────────────────────────┤ │ Frequent flyer program tiers │ Levels │ ├────────────────────────────────┼───────────────────────────┤ │ Weight Watchers group │ Team │ ├────────────────────────────────┼───────────────────────────┤ │Free coffee after ten purchases │ Reward │ ├────────────────────────────────┼───────────────────────────┤ │ American Express platinum │ Badge │ └────────────────────────────────┴───────────────────────────┘
  12. Why Gamify (3.1) • Engagement gap: need more people engaging

    • Choices: variety • Progression: make different as more participating • Social • Habit
  13. Think like a game designer (3.2) • "I am a

    game designer" • Different than being a game designer • Different than thinking like a gamer
  14. Your Participants as Players • Players are the center of

    a game • Players feel a sense of autonomy/control • Players play
  15. Design Rules (3.3) The Player Journey - Onboarding: get the

    player into the game as quickly, as easily, as possible - Scaffolding: provide training wheels - Pathways to mastery: get to the point where the player has conquered and achieved some real skill, some real accomplishment within the framework of the game
  16. Pathways to mastery get to the point where the player

    has conquered and achieved some real skill, some real accomplishment within the framework of the game
  17. Planets VS. Zombies example • Guides • Highlighting • Feedback

    • Limited options • Limited monsters • Impossible to fail
  18. What Things are Fun? • Winning • Problem-solving • Exploring

    • Chilling • Teamwork • Recognition • Triumphing
  19. What Things are Fun? (cont...) • Collecting • Surprise •

    Imagination • Sharing • Role Playing • Customization • Goofing off
  20. Anatomy of Fun (3.5) Nicole Lazzaro's 4 Keys 1. Easy

    Fun: easy to done 2. Hard Fun: hard to done, accomplishment 3. People Fun: teamwork, socialization 4. Serious Fun: collections, badges...
  21. Anatomy of Fun (cont...) Marc LeBlanc's 8 Kinds of Fun

    1. Sensation 2. Fantasy 3. Narrative 4. Challenge 5. Fellowship 6. Discovery 7. Expression 8. Submission
  22. Takeaways • Fun can (and should) be designed • Fun

    can be challenging! • Appeal to different kinds of fun
  23. The Pyramid of Elements (4.2) ┌────────────────┐ │ │ │ Dynamics

    │ │ │ ┌────────────────────────┐ │ │ │ Mechanics │ │ │ ┌───└────────────────────────┘───┐ │ │ │ Components │ │ │ └────────────────────────────────┘
  24. Mechanics: Processes that drive action forward; "verbs" 1. Challenges 2.

    Chance 3. Competition 4. Cooperation 5. Feedback 6. Resource Acquisition 7. Rewards 8. Transactions 9. Turns 10. Win states
  25. Components: Specific instantiations of mechanics and dynamics; "nouns" • Achievements

    • Avatars • Badges • Boss Fights • Collections • Combat • Content Unlocking
  26. Components (cont...) • Gifting • Leaderboards • Levels • Points

    • Quests • Social Graph • Teams • Virtual goods
  27. Lessons from the Pyramid • A variety of options •

    Lower levels tend to implement one or more higher-level concepts
  28. The PBL Triad (4.3) The Point of Points • Keep

    score • Determine win states • Connect to rewards • Provide feedback • Display of progress • Data for the game designer • Fungible
  29. Badges • Representations of achievement • Flexibility • Style •

    Signaling of importance • Credentials • Collections • Social display (status symbols)
  30. Limitations of Elements (4.4) • The elements are not the

    game • Not all rewards are fun; Not all fun is rewarding • Cookie cutter (not so different than other PBL products)
  31. Behaviorism in Gamification (5.3) • Watch What People Do •

    Importance of Feedback • Conditioning Through Consequences • Reinforcement Through Rewards
  32. Reward Structures (5.4) Cognitive Evaluation Theory • Tangible/intangible • Expected/unexpected

    • Contingency 1. Task non-contingent 2. Engagement-contingent 3. Completion-contingent 4. Performance-contingent
  33. Reward Schedules (5.5) • Continuous • Fixed Ratio • Fixed

    Interval • Variable 1. Competitive/non-competitive 2. Certain/uncertain
  34. How Rewards Can Demotivate (6.4) Over-Justification Effect • The reward

    substitutes for the intrinsic motivation • Studies confirm 1. Drawing 2. Day care pickup 3. Bolld donation 4. Teacher salaries • However these studies 1. Generally focused on "interesting" tasks 2. Reward types do matter • Tangible • Unexpected • Performance-contingent
  35. Self Determination Theory (6.5) The Motivational Spectrum a motivation │

    Extrinsic │ Intrinsic │ │ │ │ │ External regulation │ │ │ │ │ │ Interjection │ │ │ │ │ │ Identification │ │ │ │ │ │ Integration │
  36. The Design Process (7.1) Design Thinking • Purposive • Human

    centered 1. It's the experience, stupid • Balance of analytical & creative 1. Abductive reasoning: inference from best available explanation • Iterative 1. Prototyping and play testing
  37. Gamification Design Framework (D6) 1. DEFINE business objectives 2. DELINEATE

    target behaviors 3. DESCRIBE your players 4. DEVISE activity loops 5. DONT'T forget the fun! 6. DEPLOY the appropriate tools
  38. Objectives and Behaviors (7.2) 1. Business Objectives • List and

    rank possible objectives • Eliminate means to ends • Justify objectives 2. Target Behaviors • Specific • Success metrics ("win states") • Analytics 1. DAU/MAU 2. Virality 3. Volume of activity
  39. Players (7.3) Overlapping Value Structures Bartle Player Type Model acting

    │ │ │ killers │ achievers │ │ players ──────────────────────┼────────────────────── world │ │ socializers │ explorers │ │ │ interacting
  40. Activity Loops (7.4) • Engagement Loops (micro level) Motivation ->

    Action -> Feedback -> Motivation -> Action -> Feedback -> ... • Progression Loops (macro level) Onboarding -> Climbing -> Rest -> Climbing -> Rest -> Climbing (Boss Fight) -> Rest -> Climbing -> Rest -> ...
  41. Taking Stock: TWO APPROACHES TO GAMIFICATION (8.1) ┌─────────────────────────────────────────────────────────┐ │ Doing

    VS. Feeling │ ├──────────────────────────┬──────────────────────────────┤ │ │ Game design and cognitive │ │ Marketing and economics │ psychology │ │ │ │ │ Incentives │ Experiences │ │ │ │ │ Satisfying needs │ Fun │ │ │ │ │Game elements (inductive) │ Game thinking (deductive) │ │ │ │ │ Status │ Meaning │ │ │ │ │ PBLs │ Puzzles │ │ │ │ │ Rewards │ Progression │ │ │ │ │ Making users do things │ Making players awesome │ │ │ │ └──────────────────────────┴──────────────────────────────┘
  42. Is Gamification Right for Me (8.2) Four Questions • Motivation

    • Meaningful Choices • Structure • Potential Conflicts
  43. Structure • Must be able to encode in rules/algorithms •

    E.g., points for Twitter sharing vs. product registration?
  44. Designing for Happiness (8.4) Positive Psychology • Positive emotions •

    Engagement • Relationships • Meaning • Achievement
  45. Flow ▲ Difficulty │ │ │ ***** │ Anxiety ******

    │ *** │ ** │ **** Flow *** │ ***** *** │ ***** ***** │ **** *** *** │ *** **** │ ***** │ **** Boredom │ ** │ **** └───────────────────────────────────────────────▶ Time
  46. Conditions for Flow • Clear goals • Balance between perceived

    challenges and perceived skills • Clear and immediate feedback
  47. Amy Jo Kim Interview (8.5) Kim's Social Engagement Verbs acting

    │ │ │ express │ compete │ │ content ──────────────────────┼────────────────────── player │ │ explore │ collaborate │ │ │ interacting