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A literature review of
gamification design frameworks
Alberto Mora*º, Daniel Riera*, Carina González^, Joan Arnedo-Moreno*
*Universitat Oberta de Catalunya (UOC)
^Universidad de La Laguna (ULL)
ºGrupo ICA
VS-GAMES 15 - Skövde
Sep 17th, 2015
2
Introduction
» Objectives
» Motivation
» Methodology
» Framework’s review
» Results
» Conclusions and further work
» References
3
Objectives
» Completing an state of the art about the gamification
design process
» Analyzing the relationship and differences between game
and gamification design principles
» Identifying the existing gamification design frameworks in
the literature and its classification
4
Motivation
» Games present in all human civilizations
» Historical social and cultural importance
» Homo ludens (Huizinga,1955) [1]
» …
» Digital technologies -> Evolution of games
» Video games -> PONG game of ATARI (1975)
» Digital natives -> Omnipresence of games in their daily
lives
5
Motivation
» Gamification
» 2002. Nick Pelling [2]: applying game-like accelerated
user interface design to make electronic transactions
both enjoyable and fast
» …
» 2011. Sebastian Deterding [3]: the use of game
design elements in non-game contexts
» 2012. Kevin Werbach [4]: the process of making
activities more game-like
» …
6
Motivation
» Multidisciplinary field
» Scope
» Professionals: game designers, UX/UI designers,
psychologists, sociologists, computer engineers,
etc.
» Application
» Learning, e-health, business, marketing, human
resources, e-commerce, etc.
7
Motivation
» Gamification’s academical interest (aggregate in
Scholar)
8
Motivation
» Gartner’s predictions
» By 2014, 80 percent of the gamified applications would fail
to meet their business objectives, primarily due to poor
design
» By 2015, more than 50 percent of organizations that
manage innovation processes will gamify those
processes
» 2015: “Through of Disillusionment”, 5 to 10 years to
stabilize and reach the “Plateau of Productivity”,
technology is considered mature
9
Motivation
» Game design VS gamification design?
» Gamification design purpose -> enhance the engagement
in non-game contexts
» Game design purpose -> towards pure entertainment
» Basics of gamification heavily rely on the principles of
game design theory. (common properties)
» Several authors are making an explicit distinction between
game and gamification design (i.e. Marczewski)
10
Motivation
» Research questions:
» Q1: Which gamification design frameworks are
available now in the literature and which are their
main features?
» Q2: Do the gamification frameworks inherit all game
design principles for their development?
» Q3: What design items are not being applied, or in
lesser extent, by the gamification designers?
11
Methodology
» Steps
» Survey (until March 2015)
» Literature review
» Web of Science (WOS)
» Scopus
» ScienceDirect
» ACM Digital
» IEEE Xplore
» Proquest
» Google Scholar
12
Methodology
» Categorization
» Background: academic / non-academic
» Scope: complete / partial
» Approach: generic / business (in this study)
» Requirements (under a framework conceptualization [5]),
» Excluding “ad-hoc” proposals and recommendations
guidelines):
» Filtering up to 18 proposals
13
Framework’s review
14
Framework’s review
15
Framework’s review
16
Framework’s review
» 19 Items reviewed within the proposals (categorization)
» Economic
» Logic
» Measurement
» Psychology
» Interaction
17
Framework’s review
» Economic
» Objectives: specific performance goals
» Viability: evaluation and analysis of the potential of
applying gamification or refuse it
» Risk: probability or threat of damage, injury, liability, loss,
or any other negative occurrence
» ROI: the benefit to the investor resulting from running a
gamified experience
» Stakeholders: integrating people who have to interact in
the design process
18
Framework’s review
» Logic
» Loop: reinforcement and feedback in order to engage
the player in the key system actions
» End / epic win: a pre-established end of game or
glorious victory in the system
» On-boarding: the way of starting the new participants
» Rules: the body of regulations prescribed by the
designer
19
Framework’s review
» Measurement
» Metrics: the standards of measurement by which
efficiency, performance, progress, process or quality
» Analytic: the algorithms and data used to measure
key performance indicators
20
Framework’s review
» Psychology
» Fun: the enjoyment or playfulness
» Motivation: the behavior which causes a person to
want to repeat an action and vice-versa
» Social: the interaction between players
» Desired behaviors: the expected response of the
players after the interaction
» Ethics: right and wrong conducts
21
Framework’s review
» Interaction
» Narrative: the story and context created by designers
» UI/UX: everything designed into the gamified system
which a player being may interact and the player’s
behaviors, attitudes, and emotions about using it
» Technology: the use or need of a software component
for implementing
22
Framework’s review
» Framework’s feature summary in TABLE 1 (10 items are
displayed in APPENDIX A)
» Explicit (E): the item has appeared in the framework’s
definition.
» Implicit (I): the item has not appeared explicitly in the
framework definition. Inferred by the authors or
referred inside an academic work of the author.
» Unavailable (U): the item has not appeared anyway.
23
Results
» Economic
» These issues are important for a few authors
» Usually, terms as risk, viability or ROI are low referred
» For more than a half, the participation of the
stakeholders in the design process is necessary
» The necessary definition of business objectives is
widespread
24
Results
» Logic
» The importance of a well defined loop item is
extended in more than a half frameworks
» Less than a half of them consider the on-boarding and
endgame actions (entry and exit process) as relevant
in their approaches
25
Results
» Measurement
» Most of frameworks refer explicitly the user data and
the importance of collecting these data
» The use of metrics is not widespread in all over the
approaches as a tool for quantify data
26
Results
» Psychology
» This approach is an essential key that must be
present in the design process (high significance of this
topic in almost all of the frameworks)
» Most of them are Human-Based
» Most of the apply human motivation theories
27
Results
» Interaction
» More than a half of them emphasize the importance of
user interface, user experience and the
recommendation of a software development
» No software architecture references to be employed
excepting one case
28
Results
» Q1: What gamification design frameworks are
available now in the literature and what are their
features?
» A1:
» Original or based on other frameworks
» Different point of view. (UCD, Goals, IT, etc.)
» Gamification frameworks are very recent, matching
with the highest point of Gartner’s Hype Cycle in 2013
» Case studies needed (highly theoretical approaches)
29
Results
» Q2: Do the gamification frameworks inherit all game
design principles for their development?
» A2:
» Game design principles and components are being
inherited
» Gamification design process differs from the
traditional game design process
30
Results
» Q3: What design considerations are not being
applied, or only to a lesser extent, by the gamification
designers?
» A3:
» Viability, on-boarding, endgame/epic win, ethics,
technology, stakeholders (teamwork), etc.
31
Conclusions
» Many frameworks are based or rely on others (i.e. 6D)
» Most of proposals are theoretical
» Case studies are not published from most of proposals
» Necessary items that are not being taken into account
» Highly regarded psychological items
» Less references to ethical, Viability, and On-boarding /
End-game processes (items)
32
Further work
» A development of a complete and generic framework
from a new perspective not currently found in the
literature (lean-agile)
» Implementation (prototype)
» Application to different environments (learning and e-
health case studies)
» An extended of present work (another approaches and
updates, i.e. educational)
33
References
[1] J. Huizinga, “Homo ludens: A study ofthe play element in culture,” Trans. RFC
Hull.] Boston: Beacon, 1955.
[2] N. Pelling, “the (short) prehistory of gamification,” Funding Startups (& other
impossibilities). Haettu, 2011.
[3] S. Deterding, R. Khaled, L. Nacke, and D. Dixon, “Gamification: toward a
definition,” in Chi 2011, 2011, pp. 12–15.
[4] Werbach, K., & Hunter, D. (2012). For the win: How game thinking can
revolutionize your business. Wharton Digital Press.
[5] Riehle, D. (2000). Framework design (Doctoral dissertation, Diss. Technische
Wissenschaften ETH Zürich, Nr. 13509, 2000).
34
Thank you…
Alberto Mora
Estudis d'Informática, Multimedia i Telecomunicació
Universitat Oberta de Catalunya / Grupo ICA
Barcelona, Spain
amoraca@uoc.edu
alberto.mora@grupoica.com

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A literature review of gamification design frameworks

  • 1. A literature review of gamification design frameworks Alberto Mora*º, Daniel Riera*, Carina González^, Joan Arnedo-Moreno* *Universitat Oberta de Catalunya (UOC) ^Universidad de La Laguna (ULL) ºGrupo ICA VS-GAMES 15 - Skövde Sep 17th, 2015
  • 2. 2 Introduction » Objectives » Motivation » Methodology » Framework’s review » Results » Conclusions and further work » References
  • 3. 3 Objectives » Completing an state of the art about the gamification design process » Analyzing the relationship and differences between game and gamification design principles » Identifying the existing gamification design frameworks in the literature and its classification
  • 4. 4 Motivation » Games present in all human civilizations » Historical social and cultural importance » Homo ludens (Huizinga,1955) [1] » … » Digital technologies -> Evolution of games » Video games -> PONG game of ATARI (1975) » Digital natives -> Omnipresence of games in their daily lives
  • 5. 5 Motivation » Gamification » 2002. Nick Pelling [2]: applying game-like accelerated user interface design to make electronic transactions both enjoyable and fast » … » 2011. Sebastian Deterding [3]: the use of game design elements in non-game contexts » 2012. Kevin Werbach [4]: the process of making activities more game-like » …
  • 6. 6 Motivation » Multidisciplinary field » Scope » Professionals: game designers, UX/UI designers, psychologists, sociologists, computer engineers, etc. » Application » Learning, e-health, business, marketing, human resources, e-commerce, etc.
  • 7. 7 Motivation » Gamification’s academical interest (aggregate in Scholar)
  • 8. 8 Motivation » Gartner’s predictions » By 2014, 80 percent of the gamified applications would fail to meet their business objectives, primarily due to poor design » By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes » 2015: “Through of Disillusionment”, 5 to 10 years to stabilize and reach the “Plateau of Productivity”, technology is considered mature
  • 9. 9 Motivation » Game design VS gamification design? » Gamification design purpose -> enhance the engagement in non-game contexts » Game design purpose -> towards pure entertainment » Basics of gamification heavily rely on the principles of game design theory. (common properties) » Several authors are making an explicit distinction between game and gamification design (i.e. Marczewski)
  • 10. 10 Motivation » Research questions: » Q1: Which gamification design frameworks are available now in the literature and which are their main features? » Q2: Do the gamification frameworks inherit all game design principles for their development? » Q3: What design items are not being applied, or in lesser extent, by the gamification designers?
  • 11. 11 Methodology » Steps » Survey (until March 2015) » Literature review » Web of Science (WOS) » Scopus » ScienceDirect » ACM Digital » IEEE Xplore » Proquest » Google Scholar
  • 12. 12 Methodology » Categorization » Background: academic / non-academic » Scope: complete / partial » Approach: generic / business (in this study) » Requirements (under a framework conceptualization [5]), » Excluding “ad-hoc” proposals and recommendations guidelines): » Filtering up to 18 proposals
  • 16. 16 Framework’s review » 19 Items reviewed within the proposals (categorization) » Economic » Logic » Measurement » Psychology » Interaction
  • 17. 17 Framework’s review » Economic » Objectives: specific performance goals » Viability: evaluation and analysis of the potential of applying gamification or refuse it » Risk: probability or threat of damage, injury, liability, loss, or any other negative occurrence » ROI: the benefit to the investor resulting from running a gamified experience » Stakeholders: integrating people who have to interact in the design process
  • 18. 18 Framework’s review » Logic » Loop: reinforcement and feedback in order to engage the player in the key system actions » End / epic win: a pre-established end of game or glorious victory in the system » On-boarding: the way of starting the new participants » Rules: the body of regulations prescribed by the designer
  • 19. 19 Framework’s review » Measurement » Metrics: the standards of measurement by which efficiency, performance, progress, process or quality » Analytic: the algorithms and data used to measure key performance indicators
  • 20. 20 Framework’s review » Psychology » Fun: the enjoyment or playfulness » Motivation: the behavior which causes a person to want to repeat an action and vice-versa » Social: the interaction between players » Desired behaviors: the expected response of the players after the interaction » Ethics: right and wrong conducts
  • 21. 21 Framework’s review » Interaction » Narrative: the story and context created by designers » UI/UX: everything designed into the gamified system which a player being may interact and the player’s behaviors, attitudes, and emotions about using it » Technology: the use or need of a software component for implementing
  • 22. 22 Framework’s review » Framework’s feature summary in TABLE 1 (10 items are displayed in APPENDIX A) » Explicit (E): the item has appeared in the framework’s definition. » Implicit (I): the item has not appeared explicitly in the framework definition. Inferred by the authors or referred inside an academic work of the author. » Unavailable (U): the item has not appeared anyway.
  • 23. 23 Results » Economic » These issues are important for a few authors » Usually, terms as risk, viability or ROI are low referred » For more than a half, the participation of the stakeholders in the design process is necessary » The necessary definition of business objectives is widespread
  • 24. 24 Results » Logic » The importance of a well defined loop item is extended in more than a half frameworks » Less than a half of them consider the on-boarding and endgame actions (entry and exit process) as relevant in their approaches
  • 25. 25 Results » Measurement » Most of frameworks refer explicitly the user data and the importance of collecting these data » The use of metrics is not widespread in all over the approaches as a tool for quantify data
  • 26. 26 Results » Psychology » This approach is an essential key that must be present in the design process (high significance of this topic in almost all of the frameworks) » Most of them are Human-Based » Most of the apply human motivation theories
  • 27. 27 Results » Interaction » More than a half of them emphasize the importance of user interface, user experience and the recommendation of a software development » No software architecture references to be employed excepting one case
  • 28. 28 Results » Q1: What gamification design frameworks are available now in the literature and what are their features? » A1: » Original or based on other frameworks » Different point of view. (UCD, Goals, IT, etc.) » Gamification frameworks are very recent, matching with the highest point of Gartner’s Hype Cycle in 2013 » Case studies needed (highly theoretical approaches)
  • 29. 29 Results » Q2: Do the gamification frameworks inherit all game design principles for their development? » A2: » Game design principles and components are being inherited » Gamification design process differs from the traditional game design process
  • 30. 30 Results » Q3: What design considerations are not being applied, or only to a lesser extent, by the gamification designers? » A3: » Viability, on-boarding, endgame/epic win, ethics, technology, stakeholders (teamwork), etc.
  • 31. 31 Conclusions » Many frameworks are based or rely on others (i.e. 6D) » Most of proposals are theoretical » Case studies are not published from most of proposals » Necessary items that are not being taken into account » Highly regarded psychological items » Less references to ethical, Viability, and On-boarding / End-game processes (items)
  • 32. 32 Further work » A development of a complete and generic framework from a new perspective not currently found in the literature (lean-agile) » Implementation (prototype) » Application to different environments (learning and e- health case studies) » An extended of present work (another approaches and updates, i.e. educational)
  • 33. 33 References [1] J. Huizinga, “Homo ludens: A study ofthe play element in culture,” Trans. RFC Hull.] Boston: Beacon, 1955. [2] N. Pelling, “the (short) prehistory of gamification,” Funding Startups (& other impossibilities). Haettu, 2011. [3] S. Deterding, R. Khaled, L. Nacke, and D. Dixon, “Gamification: toward a definition,” in Chi 2011, 2011, pp. 12–15. [4] Werbach, K., & Hunter, D. (2012). For the win: How game thinking can revolutionize your business. Wharton Digital Press. [5] Riehle, D. (2000). Framework design (Doctoral dissertation, Diss. Technische Wissenschaften ETH Zürich, Nr. 13509, 2000).
  • 34. 34 Thank you… Alberto Mora Estudis d'Informática, Multimedia i Telecomunicació Universitat Oberta de Catalunya / Grupo ICA Barcelona, Spain amoraca@uoc.edu alberto.mora@grupoica.com