Why gamify? game thinking?
ex dodgeball -> foursquare
-check in
-checkin and egg situation
how to make so. check in first
how to get people involve
make it more game like
why gamify make sense
= problems with Dodgeball =
"engagement gap" to make people involve with the service
choices / variety / meaningful choices
progression (limited the motivation
goodside -> social interaction (concrete, tie, competition)
make it habit (habit formation)
4 square ->
- badge major (10 location at the same time)
- fun and reward for it
- one ack of checking in (but diff places)
- social location marketplace
the art of game design
- I am a game designer: make up game
approach thing in a new way
- fun, rule, objective
player - customer/consumer/user/guest
center of a game
autonomy/control - to make a choice
play - free motion in a set of constraint
goal
how to get them in
onboarding/scaffolding
how to keep them in there
how good/fun for them
level to mastery
achieving something
Desigh rules
why giving money at the beginning
balancing not too hard/not too easy
creating experiences: mean something
listening to music
eat breakfast
Tapping the Emotions > FUN
laughing/try again/I know I can make it/ help friend to achieve it
FUN -> winning, problem solving, exploring, chilling out, team work, recognition,
triumping, collecting, surprise, imagination, sharing, role playing, customization, goofing
off
Understading FUN
4 kinds of FUN
1. easy fun: goofing off
2. hard fun: problem-solving
3. people fun: interacting with other
4. serious fun: meaningful, good for planet, community, collection
a theory of Fun - book
Fun > have to be designed
fun can be serious
fun, there r diff kind of fun
Nicole 4 fun
- easy fun
- hard fun (from overcoming)
- people fun (from interacting with other, team)
- serious fun (do things meaningful, you, planet)
Finding fun
- thefuntheory.com speed ticket lottery
- piano, trashcan (deep cabin)
- complete profile on Linkin / filling profile is boring / profile completeness bar
"progress bar"
- feedback
- progression
- completion
Game Elements
take turn, rule, symbol, winning state
Pyramid structure: Dydamics / Mechanics / Components
whole greater some of the parts -> tie the game the game together -> Experience
Aesthetics
MDA framework
Dynamics: implicit structure, constraints, progression, relationship (social dynamic)
Mechanic: (verb): how to move the action forward: challenges, chance,
competition/cooperation, exchange sth.
The PBL
-Point (P) to keep score 100 vs. 5,000, determine win state, connect to reward, provide
feedback, display of progress, data for designer,
-Badge (B) represent achievement, flexibility(motivate certain behavior, style, signaling
of importance, credentials I been there done that, collection, social display (status
symbols)
openbadges.org
-Leaderboard (L) about ranking, feedback on competition, personalized leaderboard
(friend-relative variant) compare with so. you know not a stranger
Limitation of elements
it just a beginning
the element is not a game
how to make all tie together
not all reward are FUN
Google News -> gamification -> Badges but how it truely motivated
bad experiences on gamification / not convincing / don't know they put it there
what about > think more about these
- meaningful choices
- puzzles
- mastery
- community
- different kinds of users
Interview with Bing Gordon
1971 to see life as a game
communication/ motivation theory -> gamification -> your customer, your employee
that real feedback
interaction designer
WoW -> how hard it is to make people collaborate (rule/behavior), 3-4 people how
effective we are
how to apply gamification / game is not to win
you motivated when 90% to success
number and feedback to improve motivation
PLAY is accelerator of human culture
number : baseball, gas pump
people grow up with game
gamification put lot of pressure assembly line of education
it will become new normal
be the best human you can be...
test the wisdom of growing up
Motivation & Psychology
- make you move do sth.
I did that because I feel like it....
I love my job....
fun/reward
clean water: pay them / reduce tax / give them a sign / thanks letter
track the client open/ die hard baseball fan
motivated is complicated/ human is complicated
ex. to motivate people to buy computer Apple to hang around and browse
how to design store
it not just a body knowledge to acquire
Behavism
- the "black box" approach what inside the human head
- what go in/what come out
Stimulus -> behavior -> consequence (good and bad /money, food ) with consequence
you change behavior (Learning)
ring the bell -> dog salavate
behavior start to lose way
Behavioral economics
- people make "mistakes" consistently
- loss aversion they concern loss more than gain
/ power of defaults more if you opt out
confirmation bias
Learning from Behaviorism
- observation
- feedback loops
- reinforcement (make association)
Behaviorism vs Gamification
- want their external response -> watch what people DO
- ex. speed camera lottery (people slowdown about 10%)
1) focus on what people DO
2) focus on FEEDBACK
where you are, how to break down the problem
weight loss, alcohol problem
3) Conditioning through CONSEQUENCE
Farmville, appointment mechanics (constantly checkin)
4) Reinforcement through REWARD
why we so obsess (behavior feedback loop, addictive quality)
think of game you play -> find bahavioral mechanism at work
=Reward= just one peice of game mechanics
The Dopamine System
chemistry/learning
surprizing / pleasurable / learning process
ex. Samsung Nation
all the sudden there sth. there..oooh hah hah
Gamification: Rewards -> Reward Structure
lots of diff to do reward
give play a set of meaningful choices
Different kind of reward (to motivate behavior) -> "Cognitive Evaluation Theory"
- tangible / intangible reward (badge)
- expected / unexpected (our brain love surprize)
- contingency
task non-contingent > don't do anything
engagement -> get when starting the task
completion -> not just start but finishing the task
performance -> you have to do it well well well....
Reward Schedules
when??
- continuous / automatic / each time
- fixed ratio (every other time you get a reward)
- fixed interval (base on time)
- variable reward (our brain love surprizing)
Variable
- competitive / non-competitive
- certain / uncertain
ex. the slot machine, tangible reward, you never know when the reward will come out
tune frequently enough to have a HOPE
5.2 Behavism
- the behaviorist program
what go in/what come out [blackbox approach] but limitation on gamification
behavior
stimulus - behavior classical conditioning
operational conditioning [consequence] good / bad consequence you change behavior
called it "Learning"
6.1 Limits of Behavirorism
why they slow down when they see how fast they are going -> FEEDBACK
to avoid the punishment???
behavior economics
camera, lotteries
not just behavior approach, they are human, they are players and they are the center
6.2 Dangers of Behaviorism
- Abuse/Manipulation like slot machine
- Hedonic treadmill, when reward, they always look for reward
- the "tone" become the reward, the anticipation of the reward (pleasure effect)
so not just a reward, but keep them anticipated
Overemphasis on Status (MileagePlus United)
6.3 Intrinsic and Extrensic Motivation
Behaviorism (Blackbox) vs. Cognitive way (Inside)
Intrinsic Reward - do it for your own sake, enjoy, fun, I love my job so much
Extrinsic Reward - money, fame and fortune, so ask you to do it, about reward not the t
SAPS (Extrinsic motivator)
-Status: Leaderboard (Just feel it), most powerful thing
-Access: ans get access to ... moderator, content unlocking
-Power: enough point -> be able to post
-Stuff: things
6.4 How Rewards can de-motivate
reward can cloud out the intrinsic, less motivated -> Over-Justificaton Effect
study confirm ex. drawing (creative, artistic, innovative)
day care pickup -> it become economic exchange
blood donation ->
teach salaries ->
what kind of things that leave to "intrinsic motivation"
6.5 Self Determination Theory
about human motivation
intrinsic is more powerful
3 motivational spectrum| Amotivation---(Extrinsic)-------Intrinsic
middle = extrinsic
external regulaton | Introjection (status) | Identification | Integration
amotivation / extrinsic / intrinsic motivation (not money, fame, status)
- external regulation (so else tell you to..., but no sense of doing it)
introjection (they think I am cool, someone like me, view about status)
identification (external -> I can see value in it (ex. learning math, making my own)
integration (alignment my goal and the things, i still need some push)
apply motivation for each situation
Intrinsic
- competence sense of ability
- autonomy they are in control
- relatedness connected to sth beyond yourself
fitocracy
*mastery
congratulation you earned
I am awesome
share you workout to:
badge/level up
*autonomy
choices / choose your interests
you are in control
potential quest
relatedness
help with friend
other
group
you are not in it alone
community that bigger than you
Books
DRIVE/ self determination theory
Glued to Games
gamification with self determination theory outline
7 Gamification Design Framework
7.1 The Design process
design is a process to attack problem/challenging
"Design Thinking"
- purposive = goal to achieve some objectives
to promote generate idea
- human centered (design around people) based on the person
all have to think about EXPERIENCE (greater than the game element)
- balance of analytical & creative
abductive reasoning: interence from best available explanation (intuitive lead)
- iterative
prototyping and playtesting (a rough version of the game)
Gamification Design Framework (DDDDDD)
1. Define your business objective (to get to the target)
2. Delineate target behavior (make action player can take to make things happen)
3. Describe your players
4. Devise activity loops
5. Don't forget the fun!
6. Deploy the appropriate tools
Objective & Behaviors / Players / Activity Loops / Fun and Tools
7.2 Objective and Behaviors
=1.= Business objectives
- get more people to buy product
- to post review on product
- education / health
Ex.
4square ->
- social sharing
major, friends, tips from friend
- major = "influencer" marketing -> coupon
process
1. List and rank possible objectives
2. Eliminate means to ends (that not business objective)
3. Justify objectives
=2.= Target behaviors
- specific / redeem
- success metrics ("win states")
- analytics
DAU/MAU daily avg user/monthly avg user telling how often user comeback
2 mil / 10 mil = 20%
Virality people tell people / tell how fast it happen
Volume of activity
(need to collect these stats)
7.3 Players
demographic / age group
things buy things like to do
once you know -> segmented
what type of people
real important -> what motivated them
= overlapping valu structures =
WOW
"Bartle" MMOG Player Type Model framework
4 category
players---------world
acting -------- interacting
achievers/recognition
explorers/try out every peiece of the world
socializer / social experience
killers / fight other player, to impose themselve other people / intense participant
player don't have to be any specific type all the time
7.4 Activity Loops
Loops / Check for key press / check for key press
game also have this kind of loop
2 kinds of activiy loop
1. engagement loop
Motivation -> action -> feedback point/level -> become motivator > more action
4 square check in / major badge / keep process moving
2. progression loops
series of small challenges > part of a bigger one > sub challenges
goal > start to finish
player jouney
onboardng > climing > rest > climing > rest > "Boss Fight" rest > climing > rest
when you look back you have trem gain
done at natural way
good design
well structure engagement loop and
----------- progression loop
7.5 Fun and Tools
Don't forget the fun and using appro tools
puzzle/surprize FUN is important
Samsung Nation Site
have fun discovering...
the activities itself must be fun (don't make mistake about PBL, it just the feedback)
fun can be anywhere
Fitocracy
also using PBL, message, graphic, image, icon
Linking progress bar, fun to get the feedback, more to get to the next level
kind of fun, magnitude of the fun
Folded
protein folding problem difficult
make people to play around it (create the system)
result: real advance/serious cause > make it fun
Deploying using the right tools
Components / Mechanics / Dynamics
Choose the right tools for the Challenges that you face
8 Design Choices
8.1 Taking Stock
2 approaches to gamification
2 different kind
2 camp
slot Machine: is this a game?
meaningful choice
surprize/the pattern
"doing" vs "feeling"
8.2 Is Gamification Right for Me
organization/business problem
4 Q to ask
1. Motivation
derive value
2. Meaningful Choices
activies sufficietly interesting?
3. Structure
can behavior modeled through algorithm?
4. Potential conflict
- Motivation
1. emotional connections, unique > innovation, creativity
2. or to make boring tasks interesting: neal, REAMDE first 200 pages, to sit at Airport
door to direct, wrong exit to make it fun
leverage the game play
- Meaningful Choices
make choice and care about the outcome
ex. reading Google news > badges
-Structure
must be able to encode in rules/algorith
ex. points for Twitter sharing vs. product registration?
what it to earn the point
weight for each action
- Conflicts
in company salary? fun?
in school extrinsic/intrinsic
he gamify his courses
F -----------> for entiring grading structure
<---------- A
8.3 Design for Collective Good (Case study)
detail example PBL, coherent, game design
"Stack Overflow" site for programmer/people answering the question
challenges: why people have to answer
2 mil 5000 a day
thinking the problem in the right way
"programming is supposed to be fun...."
FIND the FUN aspect
make them want to do it for themselve
know player know community meaning
Bill the Lizard "Moderator"
reputation, gold, bronze badges
"improve the answer"
answer get more precise
my Personal CounterStrike group come together > must work together in a team
>>> you win by helping people
help people to setup their business, earn the approved >> you win by helping the people
or you can apply this in the army
Game elements (must work together to win)
- other vote up
- the group is own worst enemy why group tend to fall apart
- reputation give you a power on the site
- has a badge system
edit use badge to motivate people to
fun and meaning for people try try try > deep significant and enduring
8.4 Designing for Happiness
make people happy/fulfill
Positive Psychology
- Martin Seligman
- Mihaly Csikszentmihalyi
what happen when something go wrong
why don't we look at what make people happy and fulfill > positive psycology
Book "Flourish"
how game can achieve all elements of PERMA
PERMA positive emotions engagement relationships meaning achievement
game can promote human Flourishing
Concept of FLOW - state that sometime that we get into, fully engage, state that is
wonderful
music/rock climber what it take to go into FLOW state
time vs. difficulty
Anxiety
Boredom
==== in the middle the FLOW channel
challenge go up as we move along, variable thu out the process
Flow when (requirement of flow)
1. clear goal
2. balance between perceived challenges and perceived skills
3. clear and immediate feedback
8.5 Interview Section
Amy Jo Kim : Interview of game design in other context
Now is awakening state like we didn't talk about AI anymore
1. Player Types
Bartler play type
Kim's social engagement verbs (2010)
Express / Compete / Explore / Collaborate
Collaborative
Book Rules of Play
ina zero-sum game
Book Engagement design
Non-zero-sum game: playground games/party game/martial arts/Charity walk
The Mistake
Web world: gaming exerience is changing all the time/ increasing commitment/
experience to evolve over time/ think about life cycle
Game world:
