EAT MORE PIXELS
http://eatmorepixels.com.au
Dr Zac Fitz-Walter | @zefcan | [email protected] | www.gamificationgeek.com
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Odenplan, Stockholm, Sweden
http://www.thefuntheory.com/piano-staircase
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The power of play
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Gamification
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1What is gamification?
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Gamification is a special word.
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trends.google.com
2009 2011 2013 2015
Web search interest in gamification
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To do list Exercise tracker Social network
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To do list Exercise tracker Social network
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Examples
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Fitness Fitbit
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Fitness Fitbit
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Code School
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Duolingo
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Headspace
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Fitness Zombies, Run!
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!
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Productivity Email Game
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Productivity Email Game
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Real Estate Interact CE
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Lots of examples
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“The addition of game elements to
non-game activities”
(Deterding, S., Dixon, D., Khaled, R., & Nacke, L., 2011)
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But why would we want to do this?
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Games are incredibly engaging
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The average gamer?
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Video games have become mainstream.
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68% of Australians play
video games.
IGEA, 2016
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98% of homes with children
have computer games.
IGEA, 2016
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The average age of players is 33.
(And 39% of those aged 65 and over play video games).
IGEA, 2016
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53% male 47% female
IGEA, 2016
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We spend a lot of time playing games.
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Australians spend on average
88 minutes a day playing games.
IGEA, 2016
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50 bi!ion hours of game time
(WSJ, 2012)
https://www.wsj.com/articles/SB10001424052970203458604577263273943183932
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If games are so engaging...
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…we can use this kind of thinking to
make other things more engaging!
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2
The current state of
gamification
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Gamification is an
established industry
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(Markets and Markets, 2016)
“Gamification market to grow from $1.65
Bi!ion in 2015 to $11.10 Bi!ion by 2020”
http://www.marketsandmarkets.com/Market-Reports/gamification-market-991.html
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A gamification ‘blueprint’ sti! exists
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•Points
•Badges
•Leaderboards
•Levels
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•Points
•Badges
•Leaderboards
•Levels
= Rewards
}
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Behaviour + Rewards = Fun!
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progresswars.com
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Extrinsic Motivation
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Games are intrinsica!y motivating
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Self-Determination Theory
http://www.selfdeterminationtheory.org/theory/
Driven by a need to grow and gain fulfilment
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Autonomy
Competence
Relatedness
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Flow Theory
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A clear goal
Clear progress
Clear feedback
Cha!enge and ski!
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One size doesn’t fit a!
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♦
♣
♥ ♠
ACTING
PLAYERS
INTERACTING
WORLD
Bartle, R. (1996) Hearts, Clubs, Diamonds, Spades: Players Who suit MUDs.
Killers Achievers
Explorers
Socialisers
Bartle’s Taxonomy of Player Types
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3
Changing the game
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Where does gamification
fit within UX?
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1. Make our systems more engaging
2. Build systems for behaviour change
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1. Make our systems more engaging
2. Build systems for behaviour change
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Good usability and
engagement is a necessary
condition for survival
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Usability
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Adapted from http://www.nngroup.com/articles/usability-101-introduction-to-usability/
People will leave if…
1. Your design is difficult to use
2. If it is unclear what it offers
3. If it’s easy to get lost