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Gamification: Brilliant or Bullshit?

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Paul Coulton
Paul Coulton

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GAMIFICATION BRILLIANT OR BULLSHIT? Paul Coulton Saturday, 17 September 2011
GAMIFICATION ? Saturday, 17 September 2011
Use of game mechanics to encourage engagement in an activity that otherwise might be considered a chore or boring GAMIFICATION ? 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
“Games are not fun ALL GAMES because they‘re games, but when AREN’T FUN they are well- “Asking me which Elf Bowling 1 or 2 is better is like me asking you if designed”- Sebastian you'd rather eat a spoonful of rat turds or hamster turds” IGN Deterding Review 2005 Saturday, 17 September 2011
Acting Killers Acheivers Approximately 25% of players Killers Acheivers Players World Socialisers Explorers Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World Socialisers Explorers Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World Socialisers Explorers like to fully explore game world and its limits Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
Acting Killers Acheivers Approximately 25% of players Like to impose main goals points themselves on others gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
Acting Killers Acheivers Approximately 25% of players Like to impose main goals points themselves on others gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
PossibiltyNaches Humour Purification Mark LeBlanc Gifting Surprise Expression Schadenfreude Discovery Masochism Thrill Sensation Anticipation Fellowship Wonder Nuturing Challenge Fantasy DestructionFiero Narrative Jesse Schell MISSING MOTIVATIONS Saturday, 17 September 2011
Self Reward Status Achievements Competition Altruism Expression EPIC WIN WIN WIN Points WIN EPIC WIN WIN Levels WIN EPIC WIN WIN WIN Challenges WIN Virtual WIN WIN EPIC WIN WIN Goods Leader WIN WIN EPIC WIN Boards EPIC WIN WIN WIN Gifting WIN GAMIFIERS HANDBOOK Saturday, 17 September 2011
IS IT REALLY NEW? Saturday, 17 September 2011
IS IT REALLY NEW? Saturday, 17 September 2011
Outcome of Conditioning Increase Reduce Behaviour Behaviour Positive Positive Response Cost Reinforcement Stimulus (add stimulus) (remove stimulus) Negative Negative Punishment Reinforcement Stimulus (remove stimulus) (add stimulus) OPERANT CONDITIONING Saturday, 17 September 2011
REINFORCEMENT SCHEDULES Saturday, 17 September 2011
Fixed Interval User gets points every time they login REINFORCEMENT SCHEDULES Saturday, 17 September 2011
Variable Interval Fixed Interval User gets points every time they login 10-15 games REINFORCEMENT SCHEDULES Saturday, 17 September 2011
Variable Ratio Fixed Interval Fixed Interval User gets points every User gets trophy after winning 50 games time they login 10-15 games REINFORCEMENT SCHEDULES Saturday, 17 September 2011
ContinuousIntervalRatio Variable Fixed Fixed Ratio Fixed Interval User gets points every User gets trophy after time they games winning 50 games time they login 10-15 check-in REINFORCEMENT SCHEDULES Saturday, 17 September 2011
Variable Ratio ContinuousIntervalRatio Variable Fixed Fixed Ratio Fixed Interval On average every 3 User gets points every User gets trophy after games user gets some time they games winning 50 games time they login 10-15 check-in points REINFORCEMENT SCHEDULES Saturday, 17 September 2011
20 15 Time in Seconds 10 5 0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating! Saturday, 17 September 2011
20 InfoBucks Virtual Coffe Shop 15 Time in Seconds 10 5 InfoBucks Virtual Coffe Shop 0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating! Saturday, 17 September 2011
Ebbinghaus Illusion SIZE MATTERS! Saturday, 17 September 2011
Ebbinghaus Illusion SIZE MATTERS! Saturday, 17 September 2011
Ebbinghaus Illusion SIZE MATTERS! 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
Challenge ie ty A nx l ow F d om e B or Abilities Csikszentmihalyi New Player Design Mechanic Learns Grokked PROGRESSIVE GROKKING “Playing video games is fun because it provides experiences of competence, self-efficacy, mastery” - Ralph Koster Saturday, 17 September 2011
Long Term Short Term Intrinsic Extrinsic Autonomy Mastery Love Fun Meaning Power Group Identity > Points Badges Leader Boards Rewards Levels Punishments MOTIVATIONS Saturday, 17 September 2011
GAME OVER Congratulations you just unlocked @mysticmobile gamification badge Saturday, 17 September 2011

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Gamification: Brilliant or Bullshit?

  • 1. GAMIFICATION BRILLIANT OR BULLSHIT? Paul Coulton Saturday, 17 September 2011
  • 3. Use of game mechanics to encourage engagement in an activity that otherwise might be considered a chore or boring GAMIFICATION ? Saturday, 17 September 2011
  • 4. 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
  • 5. “Games are not fun ALL GAMES because they‘re games, but when AREN’T FUN they are well- “Asking me which Elf Bowling 1 or 2 is better is like me asking you if designed”- Sebastian you'd rather eat a spoonful of rat turds or hamster turds” IGN Deterding Review 2005 Saturday, 17 September 2011
  • 6. Acting Killers Acheivers Approximately 25% of players Killers Acheivers Players World Socialisers Explorers Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
  • 7. Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World Socialisers Explorers Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
  • 8. Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World Socialisers Explorers like to fully explore game world and its limits Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
  • 9. Acting Killers Acheivers Approximately 25% of players main goals points gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
  • 10. Acting Killers Acheivers Approximately 25% of players Like to impose main goals points themselves on others gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
  • 11. Acting Killers Acheivers Approximately 25% of players Like to impose main goals points themselves on others gathering and raising Killers Acheivers levels Players World The game is Socialisers Explorers like to fully explore essentially and game world and its backdrop to socilasing limits with other players Socialisers Explorers Interacting PLAYER TYPES From Richard Bartle’s Classification of MUD Players (1996) Saturday, 17 September 2011
  • 12. PossibiltyNaches Humour Purification Mark LeBlanc Gifting Surprise Expression Schadenfreude Discovery Masochism Thrill Sensation Anticipation Fellowship Wonder Nuturing Challenge Fantasy DestructionFiero Narrative Jesse Schell MISSING MOTIVATIONS Saturday, 17 September 2011
  • 13. Self Reward Status Achievements Competition Altruism Expression EPIC WIN WIN WIN Points WIN EPIC WIN WIN Levels WIN EPIC WIN WIN WIN Challenges WIN Virtual WIN WIN EPIC WIN WIN Goods Leader WIN WIN EPIC WIN Boards EPIC WIN WIN WIN Gifting WIN GAMIFIERS HANDBOOK Saturday, 17 September 2011
  • 14. IS IT REALLY NEW? Saturday, 17 September 2011
  • 15. IS IT REALLY NEW? Saturday, 17 September 2011
  • 16. Outcome of Conditioning Increase Reduce Behaviour Behaviour Positive Positive Response Cost Reinforcement Stimulus (add stimulus) (remove stimulus) Negative Negative Punishment Reinforcement Stimulus (remove stimulus) (add stimulus) OPERANT CONDITIONING Saturday, 17 September 2011
  • 18. Fixed Interval User gets points every time they login REINFORCEMENT SCHEDULES Saturday, 17 September 2011
  • 19. Variable Interval Fixed Interval User gets points every time they login 10-15 games REINFORCEMENT SCHEDULES Saturday, 17 September 2011
  • 20. Variable Ratio Fixed Interval Fixed Interval User gets points every User gets trophy after winning 50 games time they login 10-15 games REINFORCEMENT SCHEDULES Saturday, 17 September 2011
  • 21. ContinuousIntervalRatio Variable Fixed Fixed Ratio Fixed Interval User gets points every User gets trophy after time they games winning 50 games time they login 10-15 check-in REINFORCEMENT SCHEDULES Saturday, 17 September 2011
  • 22. Variable Ratio ContinuousIntervalRatio Variable Fixed Fixed Ratio Fixed Interval On average every 3 User gets points every User gets trophy after games user gets some time they games winning 50 games time they login 10-15 check-in points REINFORCEMENT SCHEDULES Saturday, 17 September 2011
  • 23. 20 15 Time in Seconds 10 5 0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating! Saturday, 17 September 2011
  • 24. 20 InfoBucks Virtual Coffe Shop 15 Time in Seconds 10 5 InfoBucks Virtual Coffe Shop 0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating! Saturday, 17 September 2011
  • 25. Ebbinghaus Illusion SIZE MATTERS! Saturday, 17 September 2011
  • 26. Ebbinghaus Illusion SIZE MATTERS! Saturday, 17 September 2011
  • 27. Ebbinghaus Illusion SIZE MATTERS! Saturday, 17 September 2011
  • 28. FLAVOURS OF GAMIFICATION Badgification: the boy scout reward Saturday, 17 September 2011
  • 29. 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
  • 30. FLAVOURS OF GAMIFICATION Pointsification: Accumulate points for repeated activity. Saturday, 17 September 2011
  • 31. BADGES AND POINTS ARE FEEDBACK Most implementations of badges and points reward repetition not achievements Saturday, 17 September 2011
  • 32. BADGES AND POINTS ARE FEEDBACK Most implementations of badges and points reward repetition not achievements Saturday, 17 September 2011
  • 33. Challenge ie ty A nx l ow F d om e B or Abilities Csikszentmihalyi New Player Design Mechanic Learns Grokked PROGRESSIVE GROKKING “Playing video games is fun because it provides experiences of competence, self-efficacy, mastery” - Ralph Koster Saturday, 17 September 2011
  • 34. Long Term Short Term Intrinsic Extrinsic Autonomy Mastery Love Fun Meaning Power Group Identity > Points Badges Leader Boards Rewards Levels Punishments MOTIVATIONS Saturday, 17 September 2011
  • 35. GAME OVER Congratulations you just unlocked @mysticmobile gamification badge Saturday, 17 September 2011