Gamification – an introduction to main concepts, success cases, design strategies and architectural design

Gamification is the use of game design elements in non-game contexts to increase the engagement, participation, motivation and fun of people awarding them with virtual/real goods, badges or powers as well. In order to finally obtain better benefits concerning education, learning, and to make grow up the use of specific tools/systems. Effectively a lot of companies have gamified their systems having a lot of success in the last years. During this presentation we will describe main gamification concepts, state of art, involved areas, important elements, life cycle, players categorization, design strategies, success cases, available gamification engines and a preliminary architecture engine proposal.

Transcript

1. Luca Piras Luca Piras PhD Student PhD Student University of Trento - TrentoRise University of Trento - TrentoRise luca.piras@trentorise.eu luca.piras@trentorise.eu Gamification Gamification - an introduction to main concepts, success - an introduction to main concepts, success cases, design strategies and architectural design cases, design strategies and architectural design
2. Introduction & motivations • Gamification: “the use of game design Gamification: “the use of game design elements in non-game contexts” elements in non-game contexts” [3] [3] • to increase the engagement, participation, motivation and fun of people • awarding them with virtual/real goods, badges or powers as well • In order to finally obtain better benefits concerning education, learning, and to make grow up the use of specific tools/systems
3. Introduction & motivations • Effectively a lot of companies have gamified their systems in the last years • Foursquare • From5to4 • Taskville • Linkedin • Green goose • 4Food • Keas • etc.
4. Gamification typologies • Traditional Game • Serious Game very specific → the aim is to try simulating a specialized task to train somebody virtual simulation of the reality using game design elements Very good for fields as: • Health • Technology • Education SIMULATOR
5. Main involved areas • Social and Behavioral Sciences: – Sociology – Psychology ... • Computer Science: – HCI – Sofware Engineering ...
6. Main concepts Challenge Actions Obstacles Rules Target Rewards • Challenges • Actions • Obstacles • Rules • Targets • (Action)+ →(Point)+ • (Point)+ → Target • Target → (Badge)+ | (Virtual/Real Good)+ • Action = (Action)+ | Check in | Feedback | Post | Sharing • (Action)+ →Target • To achieve 10% of discount in a specific place a player needs to earn 15 points • With a Check-in in a specific place a player earns 10 points • With a picture sharing of a place a player earns 5 points
7. Main concepts - Rewards • Points/Badges/Achievements/ Levels/Status • Powers • Virtual/Real goods/money
8. • Parallel goals among players • Community collaboration • Team collaboration • Collaborative/Social rules/targets • Leadership/Mayors/Leaderboards • Fast feedback • Endorsement • Time-based dinamics with deadlines • Progress bar • Percentage completion profiles Main concepts – Community and activities
9. Life Cycle and Engagement Loop
10. Users / Players explorer: his aim is to explore the whole game environment socializer: his aim is to build relationships with the related community killer: very competitive, his aim is to eliminate the enemy achiever: his aim is to obtain as many goals as possible
11. Design Strategy
12. Design Strategy • design the system in a good way before apply gamification (good design -> good gamification) • create an accelerate cycle of response • use learning by doing with continuous feedback to the user • define very very clear goals and rules • diversify experiences and goals • create a community and personalizable tools • surprise the player after each achievement/badge/level with unpredictable mechanisms/goods
13. Design Strategy: Reward Schedule Schedule of reinforcement could be continuos or intermittent
14. Success cases User → Benefits, fun and useful tools Company → Free Advertisement, more visits and profits
15. Success cases – Mobility - From5to4 • Goal → To avoid traffic congestion (very expensive for governments, companies and citizens) • Solution: – Smart traveling/working – System with a Personal coach – Personal dashboard with checklist – Diversified score → Mobility choices – Leaderboards and team collaboration – Rewards = Point → Virtual/Real goods
16. Taskville case • results representation based on metaphors • context → company teams • metaphor → city building • cities → company teams (every completed tasks of a company team) • a building → a completed task
17. Success cases Green goose: tries to give to the user a complete control of his life. In the daily life, thanks to some sensors (for instance applied to toothbrush), you can monitor every actions of your day with targets and completion percentage. 4Food: you can invent new type of sandwiches (using web tools with the composition of ingredients). Your creation is visible to customers that can buy your sandwich and for each one sold you receive a royalty of Keas: it gives to employees a wellness program with tasks that aim to improve their health motivating them with goals and rewards. In this way employees become healthier, more motivated and productive.
18. Gamification engines • Another solution -> To implement ourselves • Not Free • Free and Open Source: Advantages: - reliable - good community - well supported Disadvantages: - only badges focused - very high dependence with mozilla Advantages: - focused on various gamification approaches - no dependence Disadvantages: - small project - not many functionalities - little documentation
19. Gamification Engine Architecture • App → Profile • Profile → Configuration • Activate or deactivate plugins: – Type of players – Player needs – Goals – Schedule of reinforcement • Best configuration: – Context – Domain • Set of apps provided from the same Actor → It's possible to share gamification collected data and extracted information among apps ON OFF O FF ON • Generic Engine • Gamification Strategies • Activable plugins
20. Gamification Engine Architecture
21. Gamification Engine Architecture
22. Gamification Engine Architecture • Presentation Layer • Rest API • At the moment → Presentation → Delegated to apps • For future releases → Metaphors
23. Conclusions and future work Conclusions: Conclusions: • Gamification: “the use of game design elements in non-game Gamification: “the use of game design elements in non-game contexts” [3] contexts” [3] • Nowadays it is very important and widely used • From the perspective of the user, it leds to do boring things having fun, it improve the engagement and the motivation, providing useful tools and virtual/real benefits as well • From the perspective of companies, it leds to more usage and profits Future work: • Continue designing the Architecture of the Gamification Engine and start to implement it • Implement before the most important and fundamental elements adding in the following releases more advanced components • Integrate the presentation (metaphor) mechanism as a related module • Integrate the gamification profile manager mechanism as a related module
24. References [1] Daniel J. Dubois, Giordano Tamburrelli, “Understanding Gamification Mechanisms for Software Development”, in ESEC/FSE 2013: Proceedings of the 2013 9th Joint Meeting on Foundations of Software Engineering, August 2013 [2] Andrés Francisco Aparicio, Francisco Luis Gutiérrez Vela, José Luis González Sánchez, José Luis Isla Montes, “Analysis and application of gamification”, in INTERACCION '12: Proceedings of the 13th International Conference on Interacción Persona-Ordenador, October 2012 [3] Sebastian Deterding, Dan Dixon, Rilla Khaled, Lennart Nacke, “From Game Design Elements to Gamefulness: Defining “Gamification”, in MindTrek '11: Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, September 2011 [4] D. J. Dubois, “Toward Adopting Self-organizing Models for the Gamification of Context-aware User Applications”, in GAS ’12 – ICSE Workshop, pages 9–15. IEEE, 2012 [5] J. McGonigal, “Reality is broken: Why games make us better and how they can change the world”, in Penguin Press HC, 2011 [6] L. Singer, K. Schneider, “It was a bit of a race: Gamification of version control”, In GAS ’12. IEEE, 2012 [7] T. Xie, N. Tillmann, J. de Halleux, “Educational software engineering: Where software engineering, education, and gaming meet”, in GAS ’13 – ICSE Workshop, ACM, 2013 [8] Calvillo-Gámez, E.H., Cairns, P., Cox, A.L., “Assessing the Core Elements of the Gaming Experience”, in R. Bernhaupt, ed., Evaluating User Experience in Games. Springer London, London, 2010, 47-71 [9] Deterding, S., Sicart, M., Nacke, L., O Hara, K., ʼ Dixon, “Gamification: Using game-design elements in non-gaming contexts”, in Proc. CHI EA ‘11, ACM Press, 2011, 2425-2428 [10] Hamari, Eranti, “Framework for Designing and Evaluating Game Achievements”, in Proc. DiGRA 2011: Think Design Play, DiGRA, 2011
25. Success Cases References and Links • Mozilla Open Badges: – https://wiki.mozilla.org/Badges • UserInfuser: – http://code.google.com/p/userinfuser/ • FourSquare: – https://it.foursquare.com/ • From5to4: – http://www.f5t4.eu/ – http://www.dtvconsultants.eu/Home.aspx – http://www.slideshare.net/WillemBuijs/from5to4-an-introduction – http://www.van5naar4.nl/ • Taskville: – Website (see their interesting video about metaphor experiments): http://rl.ame.asu.edu/projects/20 – Paper: http://gamification-research.org/wp-content/uploads/2011/04/22-Nikkila.pdf – Game website: https://taskvillegame.com/help https://taskvillegame.com • Links: – http://www.slideshare.net/akiraa/gamification-design-for-pleasure – http://www.slideshare.net/sarahcillo/la-gamification-nel-knowledge-management
26. Project References • SmartCampus Project: – http://www.smartcampuslab.it/ – https://www.facebook.com/smartcampuslab • Smart City Seminar Series: – http://www.smartcampuslab.it/seminars/ • 10th Smart City Seminar “Gamification – an introduction to main concepts, success cases, design strategies and architectural design”: – http://www.smartcampuslab.it/2013/10/10th-smart-city -seminar-gamification/
27. Thanks for your attention Q&A