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gamification
missverständnisse und
lösungen
Sebastian Deterding (@dingstweets)
Digital Creativity Labs
München, 8. März 2017
c b
<1>
was ist
gamification?
wir sind alle
game designer
Geschichte
Regeln, Herausforderung
Sicherer Freiraum
Geteilte Werte
Ziele, Abwechslung
Feedback
funktioniert das
jenseits von
spielen?
gamification
Der Einsatz von Spiel-
Gestaltungs-Elementen
in Nichtspiel-Kontexten
industrie
gesundheit
Bildung
Innovation
werbung
… und alltagsleben
<2>
warum
gamification?
A
B
von nutzen & nutzbarkeit ...
… zu motivation
Buy!
neue kunden-rolle
Upload!
Comment!
Tag!
Digg!
Forward!
Invite!
Bookmark!
Retweet!
Share!
Add friend!
Design!
Mark as Spam!
Like!
Answer!
Vote!
Register Now!
Subscribe!
Shift
#1
neue märkte
gesundheit selbstverbesserung nachhaltigkeit
Shift
#2
neue produktionsfaktoren
Shift
#3
Towers Perrin Global Workforce Study (2011)
theorie X theorie Y
Shift
#4
neue forschung
http://www.flickr.com/photos/diego_rivera/4261964210
extrinsische motivation
1,000,000,000,000 Punkte
Punkte: 964,000,000,000,000
(Du bist ein Champion!)
intrinsische motivation
http://www.flickr.com/photos/areyoumyrik/308908967
welche intrinsische
motivation treibt die
passioniertesten
Nutzer an?
kleiner Quiz!
Das Produkt
ist grossartig!
Die Firma
ist grossartig!
Das Erlebnis
ist grossartig!
A B C
kleiner Quiz!
Das Produkt
ist grossartig!
Die Firma
ist grossartig!
Das Erlebnis
ist grossartig!
A B C
Ich bin grossartig!
D
kleiner Quiz!
Raph Koster
»Fun is just another word
for learning.«
a theory of fun for game design (2005)
Raph Koster
»Fun from games arises out of mastery.
It arises out of comprehension. It is the
act of solving puzzles that makes games
fun. With games, learning is the drug.«
a theory of fun for game design (2005)
Edward Deci, Richard Ryan
»An understanding of human motivation
requires a consideration of innate
psychological needs for competence,
autonomy, and relatedness.«
the what and why of goal pursuit (2000)
Teresa M. Amabile
»Of all the positive events that influence inner
work life, the single most powerful is progress
in meaningful work. … Truly effective video
game designers know how to create a sense of
progress for players within all stages of the
game. Truly effective managers know how to
do the same for their subordinates.«
the progress principle (2012: 76, 88)
<3>
wie
gamifizieren?
1 kompetenz
Autonomie2
verbundenheit3
1 kompetenz
kein spass spass
http://www.flickr.com/photos/sulamith/1342528771/sizes/o/
http://www.flickr.com/photos/photonquantique/3364593945/sizes/l/
Raph Koster
»Fun is just another word
for learning.«
durch interessante Herausforderungen
a theory of fun for game design (2005)
ziele ...
+ regeln und materialien…
= interessante herausforderung
+ Feedback ...
http://www.flickr.com/photos/bodgerbrooks/1315419080
= kompetenzerlebnisse
Gefahr
dem nutzer im weg stehen
Ticket
Für Ticket roten Punkt
zum Ende ziehen
Level 2
Ticket
Für Ticket roten Punkt
zum Ende ziehen
die inhärente herausforderung finden
“saftiges” feedback
autonomie2
Johan Huizinga
»Spiel ist zuallererst eine
freiwillige Tätigkeit.«
homo ludens (1938/1950: 7)
Edward Deci, Richard Ryan
»An understanding of human motivation
requires a consideration of innate
psychological needs for competence,
autonomy, and relatedness.«
the what and why of goal pursuit (2000)
Spass Freiwillig
Freiwillig Spass
“arbeit” “spiel”
http://www.flickr.com/photos/sulamith/1342528771/sizes/o/
http://www.flickr.com/photos/photonquantique/3364593945/sizes/l/
… vs. Quality and Varietysicherer freiraum
… vs. Quality and Variety
handlungsfreiraum
http://ascottallison.files.wordpress.com/2009/12/p1030286.jpg
intrinsische belohnungen*
* Mehr an Nutzen, Kompetenz, Autonomie, Verbundenheit
verbundenheit3
Gefahr
rutschifizierung
»There are reasons that this company has a higher turn
over of staff than a call centre. ... A lot of micro
management, big teams and knee jerk copycat change of
directions often mid sprints. Frequent prolonged crunch
mode has resulted in low quality software and bad
company vibe. Partly due to unrealistic hard deadlines
pulled out of a woolly hat. A fear of failure postpones or
cancels most releases. ... No, I would not recommend
this company to a friend«
Anonymer Mitarbeiter
glassdoor (2014)
http://www.flickr.com/photos/mrlerone/405730185/sizes/o/
Was wir gestalten
Wer entscheidet, ob und wie hier gespielt wird
gelebte spielerische werte
Ich lasse dich
nicht fallen.
Ich sage dir, wenn
es zu viel ist.
http://www.flickr.com/photos/lucianvenutian/439410200
brauchen & fördern vertrauen
http://www.rasmusen.org/x/images/pd.jpg
http://www.rasmusen.org/x/images/pd.jpg
kollektive ergebnisse rahmen
http://www.rasmusen.org/x/images/pd.jpg
Sorge umeinander hervorheben
werte modellieren
<4>
fazit
im zeitalter der motivation …
http://www.flickr.com/photos/diego_rivera/4261964210
… sollten wir von primär extrinsischen …
… zu intrinsischer motivation wechseln …
http://www.flickr.com/photos/areyoumyrik/308908967
Ich bin grossartig!
… wenn wir passionierte kunden und mitarbeiter wollen.
Earn 1,000,000,000,000 points
Score: 964,000,000,000,000
(You rock!)
statt punktifizierung …
… und rutschifizierung:
schaffen wir interessante herausforderungen …
und freiräume zum experimentieren …
samt geteilten werten & vertrauen, die uns das erlauben.
sebastian@codingconduct.cc
@dingstweets
codingconduct.cc
vielen dank

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Gamification: Missverständnisse und Lösungen