Gamification: Solving the Engagement Problem in Communication?
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Invited presentation, Games and Play in Communication: A Strategy Guide. IT University Copenhagen, April 14, 2016, Copenhagen, Denmark.
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Gamification: Solving the Engagement Problem in Communication?
- 1. Gamificationsolving the engagement problem? Sebastian Deterding (@dingstweets) Games & Play in Communication 14 April 2016, ITU Copenhagen c b
- 8. Gamification The use of game design elements in non-game contexts
- 9. 3 x Gamification & COMMUNICATION Gamy campaign Brand Brand Gamy Gamy product Campaign one-time spectacle for attention or affective communication AMPLIFIER amplifier of engagement Product Enhanced core product value layer
- 10. Campaign1
- 17. Amplifier2
- 20. Product3
- 22. Buy! from one-time transaction … Upload! Comment! Tag! Digg! Forward! Invite! Bookmark! Retweet! Share! Add friend! Design! Mark as Spam! Like! Answer! Vote! Register Now! Subscribe! to sustained inter-action
- 24. From communication to interaction Shift #1
- 27. Attention Interest Desire What we excel at Where we can learnAction
- 28. Attention, Interest, Desire ...
- 29. Finding
- 30. Deciding
- 31. Acting
- 34. … to motivation
- 37. From extrinsic to intrinsic Shift #3
- 42. what intrinsic motivation drives the most passionate customers?
- 43. Pop Quiz! The product is awesome! The company is awesome! The experience is awesome! A B C
- 44. Pop Quiz! The product is awesome! The company is awesome! The experience is awesome! A B C
- 45. Pop Quiz! I am awesome! D
- 46. Better X Better user of X* * aka »competence«
- 47. »Learning is one of the fundamental reasons games are so engaging. The more you learn, the better you are at something. The better you are, the more engaging it is. If you can help people have more of that feeling, they won't talk about how good you are – they'll talk about how much they kick ass. And that's a powerful formula for creating passionate users.« Kathy Sierra upgrade your users, not your product (2005)
- 48. Game design! Interaction + Intrinsic motivation =
- 49. Raph Koster »Fun is just another word for learning.« a theory of fun for game design (2005)
- 50. »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.« Raph Koster a theory of fun for game design (2005)
- 53. 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)
- 54. <3> how?
- 56. goals …
- 57. + RULES ...
- 60. = experiences of competence
- 62. core game loop motivation rule system goal success! / failure! action/resource feedback challenge
- 69. Tt(p): Time to first penis in user-generated content
- 73. tools & license for expression
- 75. the inherent-additive model of experience
- 76. “just add gamy stuff”
- 79. the systemic-emergent model of experience https://www.flickr.com/photos/benimoto/2084853203
- 80. AestheticsMechanics Dynamics Hunicke, LeBlanc & Zubek mda: a formal approach to game design (2004)
- 81. Monopoly aesthetic Frustrating end game mechanic dynamic Slow poverty gap +$ !+ -$ !-
- 82. AestheticsMechanics Dynamics How the designer creates it
- 83. Rainer Knizia »The life blood of game design is testing. Why are we playing games? Because it‘s fun. You cannot calculate this. You cannot test this out in an abstract manner. You have to play it.« shift run stop, episode 40 (2010)
- 84. <4> to conclude
- 86. Slightly more complicated answer No. But it prompts the right question: How to design systems that afford intrinsically motivating interactions?