English version

1. Gamification
DiSco, 27. 6. 2012
Josef Šlerka, New Media Studies

2. What is a game?
short definition

3. Roger Caillois
fun: the activity is chosen for its light-hearted character
separate: it is circumscribed in time and place
uncertain: the outcome of the activity is unforeseeable
non-productive: participation does not accomplish
anything useful
governed by rules: the activity has rules that are
different from everyday life
fictitious: it is accompanied by the awareness of a
different reality

4. Play forms
Agon, or competition. E.g. Chess is an almost purely
agonistic game.
Alea, or chance. E.g. Playing a slot machine is an
almost purely aleatory game.
Mimicry, or mimesis, or role playing.
Ilinx (Greek for "whirlpool"), or vertigo, in the sense of
altering perception. E.g. taking hallucinogens, riding
roller coasters, children spinning until they fall down

5. Social actions vs play
smooth border between game/play and social
actions
"an Action is 'social' if the acting individual
takes account of the behavior of others and is
thereby oriented in its course" (M. Weber)

6. Škála her

8. Today!
social games
computer games
video games
mobile games
serious games
and GAMIFICATION

9. What is
gamification?
Three Points of View

10. Wikipedia
... dictionary point of view

11. Gamification
Gamification is the use of game design
techniques and mechanics to solve problems
and engage audiences.

12. Buzzwords
... the next big thing!!!

13. Gartner Hype Cycle

14. Oxford Dictionaries
U.S. shortlist for 2011′s word of the year
Arab Spring, Bunga bunga, Clicktivism, Crowdfunding,
Fracking, Gamification, Occupy, The 99%, Tiger
mother, Sifi

15. Oxford Dictionaries
U.S. shortlist for 2011′s word of the year
Arab Spring, Bunga bunga, Clicktivism, Crowdfunding,
Fracking, Gamification, Occupy, The 99%, Tiger
mother, Sifi

16. Oxford Dictionaries

17. Mass Media Eras
Jon Radoff: Game on

18. Gamification is
bullshit!
... It’s the Same Old Song!

19. Z historie gamifikace
Frequent Flyer Programs

20. What gamification
really is?
Usefull term for some fuzzy areas of activity.
Are you fed up with “web 2.0”. You will be with
gamification too!

21. What gamification is
not?
Gamification is not a game!

23. Some expamples...
... let’s start with medias res

24. Foursquare

25. Mint

26. Healthmonth

27. Find The Future
http://www.youtube.com/watch?v=8HjjMv4LvbM

28. Education
Jess Schell: The Art of Game Design

29. How it works?
Short introduction

30. Game mechanics
... are constructs of rules and feedback loops intended
to produce enjoyable gameplay. They are the building
blocks that can be applied and combined to gamify
any non-game context.
http://gamification.org/wiki/Game_Mechanics

31. Game mechanics

32. The basic elements
Points
Badges
Levels
Leaderboards
Challenges

33. Points

34. Badges

35. Levels

36. Leaderboards

37. Challenges

38. Why?
Hijacking the brain

39. 7 ways games reward
the brain (T. Chatfield)
Use Experience Bars to Measure Progress
Provide Multiple Long/Short-Term Aims
Reward Effort - Don't Punish Mistakes
Link Actions to Consequences
Include an Element of Uncertainty
Include Peer Collaboration
Engage Players by Doling Out the Rewards at the

40. Flow
Flow is the mental state of operation in which a person
in an activity is fully immersed in a feeling of energized
focus, full involvement, and success in the process of
the activity.
Proposed by Mihály Csíkszentmihályi, the positive
psychology concept has been widely referenced
across a variety of fields. (Wikipedia)

41. Flow

42. Components of flow
1. Clear goals (expectations and rules are discernible
and goals are attainable and align appropriately with
one's skill set and abilities). Moreover, the challenge
level and skill level should both be high.[5]
2. Concentrating, a high degree of concentration on a
limited field of attention (a person engaged in the
activity will have the opportunity to focus and to delve
deeply into it).

43. Components of flow
3. A loss of the feeling of self-consciousness, the
merging of action and awareness. Action with
awareness fades into action alone.
4. Distorted sense of time, one's subjective experience
of time is altered.
5. Direct and immediate feedback (successes and
failures in the course of the activity are apparent, so
that behavior can be adjusted as needed).
6. Balance between ability level and challenge (the
activity is neither too easy nor too difficult).

44. Components of flow
7. A sense of personal control over the situation or
activity.
8. The activity is intrinsically rewarding, so there is an
effortlessness of action.
9. A lack of awareness of bodily needs (to the extent
that one can reach a point of great hunger or fatigue
without realizing it)
10. Absorption into the activity, narrowing of the focus
of awareness down to the activity itself, action
awareness merging. Action with awareness fades into
action alone.

45. Gamers?
50% of gamers are reported as being female, 30% are
over 45, and in the U.S. there are 40 million active
social gamers (who play at least 1 hour a week), and
there are over 200 million gamers on Facebook.
(2011 Los Angeles Games Conference)

46. Gender Differences

47. Typology of Players
Achievers
Explorers
Socializers
Killers
(Richard Bartle, 1996)

48. Achievers
likes gaining points, completing missions
likes showing his or her score

49. Explorers
likes to explore
loves maps, new areas
most happy when finds easter egg

50. Socializers
loves the social aspect of game: information
exchange, meeting people

51. Killers
loves victory
craving for a chance to fight

52. Acting
Killers Achievers
Players World
Socializers Explorers
Interacting

53. Acting
Win
Challange Create
Killers Achievers
Compare
Players World
Socializers Explorers
Interacting

54. Acting
Killers Achievers
Players World
Like
Help Share
Socializers Explorers
Comment
Greet
Interacting

55. Acting
Killers Achievers
Players World
View
Socializers Explorers
Vote Review
Interacting

56. Acting
Harass Hack
Cheat
Killers Achievers
Players World
Socializers Explorers
Interacting

57. Acting
Win
Harass Hack Challange Create
Cheat
Killers Achievers
Compare
Players World
Like View
Help Share
Socializers Explorers
Comment Vote Review
Greet
Interacting

58. Acting
Win
Harass Hack Challange Create
Cheat
Killers Achievers
Compare
Players World
Like View
Help Share
Socializers Explorers
Comment Vote Review
Greet
Interacting Test: apply this to social
networks

59. Acting
Achievers Killers
World Players
Explorers Socializers
Interacting

60. What not to omit
Daniel Pink and Sebastian Deterding

61. Existencial Space
Purpose
Mastery
Autonomy

62. Purpose

63. Purpose
Quora
StackOverflow
Mint

64. Mastery
Fun is just another word for learning!
Raph Koster, A Theory of Fun For Game Design, 2005

65. Mastery
The game is fun. Learning
while playing is joyful
learning.
Jan Ámos Komenský

67. Autonomy
we need freedom to choose
so called Sawyer’s effect

68. Autonomie
http://www.flickr.com/photos/musebrarian/443103590/sizes/l/

69. How and where to
start?
Wherever
Whenever

70. Mindset to start?
43 Things That Customers Think Are Fun
http://www.billyinc.com/tumblr/pdf/cheatsheets/
43FunQuickSheet.pdf

71. Does it works?
Page%views%(in"millions)" Ave.%no.%monthly%visits% Ave.%&me%spent%on%site%(mins)#
5" 22#
16"
14#
9"
2"
Pre(gamifica/on" Post(gamifica/on" Pre'gamifica.on" Post'gamifica.on" Pre.gamifica3on# Post.gamifica3on#
Merchandise+sales!
+47%$
Pre$sales$ Post$sales$
see Gamification: How effective is it? (Findlay, Alberts)

72. 10.000 hours?
Malcolm Gladwell and Jane McGonigal

73. What games teach us
make us happy
keep us motivated
make sense
encourage community

74. Course forward:
Google
Gabe Zicherman
Amy Jo Kim
Byron Reeves
Jane McGonigal
Jesse Schell

75. Gamification Critics
“It’s a modern-day form of manipulation. And like all
cognitive manipulation, it can help people and it can
hurt people. And we will see both.”
– danah boyd, researcher, Microsoft and Harvard’s
Berkman Center
example: Sina Weibo

76. Thank you!
Twitter: http://twitter.com/josefslerka
Email: josef.slerka@gmail.com
More: http://www.delicious.com/josefslerka/
gamification