Guest lecture at the University of Innsbruck, Online Branding Course, about Gamification, the core mechanics behind the concept, fields for possible successful application and future prospects of the term Gamification. The lecture also features a Gamification case study, where Digital Affairs gamified the house rules of 'Wiener Linien' a public transportation system in Austria.

1. Just a little gimmick?
Gamification 2014:
core mechanics, fields of application
and future prospects

3. Digital Affairs
- founded in 2010
- strategy for digital communications
- Contentstrategy and -marketing
- Social Media Governance
- Employer Branding
- 8 employees
www.digitalaffairs.at
facebook.com/DigitalAffairs
twitter.com/digitalaffairs

4. Some of our clients

5. Meanwhile in Vienna...
smartcontentday.at
on 10/23/2014 it’s all about
content strategy!
possibly interesting for students:
- whitepapers
- presentations (just ask or check slideshare)
- Content Cookbook

6. Gamifi-what?

7. Gamification: a definition.
Use of game design elements in
non-game contexts.*
*Deterding et. al; 2011

8. Quelle: http://www.quickmeme.com/meme/3p4jhw

9. digital games: a niche product?
● global revenue 2014: 46.5 billion $1
● USA: time spent playing/capita: 23.2 min
daily
● Average player:
Quellen: 1 http://bit.ly/1eJsALr; 2 http://bit.ly/1D8MzQR,

10. digital games: a niche product?
● global revenue 2014: 46.5 billion $1
● USA: time spent playing/capita: 23.2 min
daily
● Average player3:
○ 31 years old (39% are over 36) (!)
○ 48% female
○ mobile!
Quellen: 1 http://bit.ly/1eJsALr; 2 http://bit.ly/1D8MzQR, 3 ESA 2014

11. Gamification = something new?
Source: soldiershttp://www.bmlv.gv.at/abzeichen/; couponhttp://de.wikipedia.org/wiki/Rabattmarke,
boyscout uniform: http://de.wikipedia.org/wiki/Pfadfinderkluft

12. What are games good at?
Games provide reachable, definite goals.
Source: http://de.wikipedia.org/w/index.php?title=Datei:Tetrisgb.
jpg&filetimestamp=20090907191647

13. What are games good at?
Games give instant feedback.
Source: http://www.computerbild.de/fotos/Super-Mario-Galaxy-2-Allgemeine-Tipps-5381209.html

14. What are games good at?
Playing games is rewarding.
Source: http://nightmaremode.net/wp-content/uploads/2012/04/level-up.jpg

15. What are games good at?
Games give room for error.
Source: http://nightmaremode.net/wp-content/uploads/2012/04/level-up.jpg

16. What are games good at?
Games provide comparability.
Source: https://www.flickr.com/photos/videocrab/280787884/in/photolist-qP7sq-5mYYnM-5bsEUU

17. What is Gamification good at?
Changing behavior by
- stimulation through reward engines
- reachable goal definition
- providing momentum through social
mechanics (social glue)
→ Short term behavioral change Vs. long term.

18. Gamification mechnics I
points→ instant feedback

19. Gamification mechanics II
badges→ rewards, reachable goal

20. Gamification mechanics III
highscores→ comparability, bragging

21. Player Types
graphic: http://frankcaron.com/Flogger/wp-content/uploads/2011/07/frankcaron_playerTypes_flat.png
concept: Bartle, 1996

22. critical reception of the term
Ian Bogost: “Gamification is bullshit”
[exploitationware]
Jane McGonigal: “With gamification
towards a better world.”
[alternate reality games]
Gabe Zichermann:
“Crush the competition with gamification.”
Bogost: http://en.wikipedia.org/wiki/Ian_Bogost
McGonigal: http://en.wikipedia.org/wiki/Jane_McGonigal
Zicherman: https://www.flickr.com/photos/ictqatar/6845230869/

23. Believe the hype?
Quelle: http://www.gartner.com/newsroom/id/2575515

24. Believe the hype?
Quelle: http://www.smartinsights.com/wp-content/uploads/2013/12/gartner-hypecycle-2014-emerging-technologies.jpg

25. Dividing games and
gamification
gamifying something Vs. making a game
game designers: perversion, misuse, boring,
Skinner-box, turf war
→ detach concept of gamification from
games. Think mechanics on a more abstract
level.

26. Fields of application
- messages that are difficult to grasp
- short term attention-spikes
- increase of interaction through stimulating
self efficacy
- (political) campaigning

27. Predictions
Game Based Learning to be more widespread
Serious Games expected to increase (proper
games that often times use a metaphorical
approach to make certain real life topics
experienceable)

28. Predictions
- term will vanish
- afterlife of mechanics
in campaigns and
marketing mix
Gamification
~ 2007 - 2020

29. Examples
Which successful social media service
uses gamification mechanics?

30. gamified features of
Goal: Facebook needs users to repeadedly create fresh,
personal content. Needs data for advertising.
Task: Connect with friends!
Instant feedback: likes, comments, shares
points: likes, friend-count, followers, engagemant
metrics
social status = representable

31. Crowdsourcing
Source: Ludwig-Maximilians-Universität München / ARTigo

32. Raising engagement
Quelle: https://www.zombiesrungame.com/

33. productivity
Source: http://www.memrise.com/

34. political campaigning
Source: http://www.idfblog.com/

35. Practical example:
Gamification of the house rules
Campaign: ‘Rücksicht hat Vorrang.’ → not the sexiest
topic ever.
Task: Raise awareness for house rules and frequent
violations. Raise engagement on blog.
Point to get across: House rules benefit everyone.
machen.

36. Practical example:
Gamification of the house rules
- Development time = 2 months
- User enforce house rules on blog
- badges for users and a
SHARED SCORE.
- reaching score goal = possible prize for
all players; 5 levels

37. Practical example:
Gamification of the house rules
running time: 16.09.2013 – 04.10.2013
generated users: > 1.000
1.920.165 awareded points
170.000 interactions
average points/user: 1.951
massive increase in blog traffic: + 377% (!)
more data here: http://digitalaffairs.at/2013/10/09/lets-play-gamification-wiener-linien-hausordnung/
and here: http://digitalaffairs.at/2013/10/15/wiener-linien-gamification-fun-facts/

38. a few recommendations
- set definite goals
- use MDA-Framework, narration!
- make game design document:
define grammar, tonality, terms to use
- use cloud service (Google Drive)
- analytics programme
- get good technical partner
- invest time in testing (diff. user types) mom
test

39. Conclusion
Gamification = Use of game design elements in non game contexts
Gamification itself is nothing new.
Core mechanics:
instant feedback through points
badges as rewards and goals
social status represented through levels
bragging rights through high score lists
Gamification and games are farther apart than one would think
Think of gamification mechancis as part of the media mix in
campaigns
intrinsic motivation > extrinsic motivation in the long run

40. Reading list:
● Johan Huizinga: “Homo Ludens”
● Roger Callois: “Man, Play and Games”
● Kevin Werbach: “For the Win: How Game-Thinking can revolutionize
your business”
● Ian Bogost: “Persuasive Games - The expressive power of videogames”
● Jane McGonigal: “Reality is broken - why games make us better and how
they can change the world.”

41. Interesting projects
Physics game “Ludwig” -->http://www.playludwig.com/
YPD-Challenge → http://www.ypdchallenge.com/
Financial Literacy Game “ Cure Runners” http://cure-runners.at/

42. Mag. Vincent Tschaikner
vt@digitalaffairs.at
vincenttschaikner@gmail.com
https://www.facebook.com/vincenttschaikner
www.twitter.com/vvolume
https://www.linkedin.com/in/vincenttschaikner