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GAMIFICATION
    SINN
   ODER
  UNSINN?
EINE KRITISCHE BETRACHTUNG
    VON GAME DESIGN IM
    NICHT-GAME-UMFELD
             –
   Philipp Gonzales-Scheller
      (@philippgonzales)
 barcamp Hamburg 2011, OTTO
        11. November 2011
Lösung                        Funktion
6
                                              3
                                                      Einsatz
    Optionen

        5          Meinungen                      2

                               4

       Definition

                    1
Definition
       –
      1.1
Was ist eigentlich
 Gamification?
                     1
GA - MI - FI - CA - TION
„integrating game dynamics into
your site, service, community or
campaign to drive participation“
         (           )
„Gamification
                       is the use of
                      game design
                         elements
                             in
                        non-game
                        contexts“



WISSENSCHAFTLICHE DEFINITION
Definition
     –
    1.2
Und was ist es
   nicht?
                 1
Einsatz
        –
       2.1
   Wo wird das
bereits eingesetzt?
                      2
SPORT: Nike+
FOOD: foodzy
FINANCE: mint.com
EDUCATION: Tutpup
SHOPPING: shopkick
WORK: salesforce
GOVERNMENT: digitalkoot
BADGES       LEADER-        POINTS
                     BOARD
           –             –            –
       Belohnung,                  Tracking,
         Status     Competition,   Feedback
                    Comparison




LBS: foursquare
LBS: SCVNGR
BANDITEN
MAL EIN PAAR
 ZAHLEN ZU
GAMIFICATION
      -
Spending#on#Social#Media#Marke;ng#and#Gamifica;on#
(in'billions)'

    $10#                                                   Social'Media'Marke-ng'
      $9#                                                  Gamifica-on'
      $8#
      $7#
      $6#
      $5#
      $4#                                                                                       31%'
      $3#                                                                       23%'
      $2#                                              10%'          16%'
      $1#            3%'         5%'        6%'

      $0#
                 2010#       2011#      2012#      2013#         2014#      2015#       2016#
                                                                                       Source:'M2'Research'
GARTNER HYPE CYCLE 2011
Funktion
      –
      3
     Warum
funktioniert das?
                    3
ANBIETER
REWARDS
REWARDS
„When we are
 repeatedly offered
extrinsic motivators,
 we come to find the
task or behaviour for
     which we are        ALFIE
                         KOHN
    rewarded less          –
  appealing in itself   Punished
than we did before.“       by
                        Rewards
„Thereafter our
 intrinsic motivation
  having shrunk, we
   are less likely to
engage in the activity
  unless offered an
   inducement for
       doing so.          ALFIE
                          KOHN
                            –
  After a while, we      Punished
    appear to be            by
                         Rewards
   responsive to
      rewards“
„Fun is just another
 word for learning“       RAPH
                         KOSTER
                            –
                        A Theory of
                       fun for Game
                          Design
„Fun from games
     arises out of
mastery. It arises out
of comprehension. It
 is the act of solving
 puzzles that makes         RAPH
                           KOSTER
   games fun. With            –
  games, learning is      A Theory of
      the drug.“         fun for Game
                            Design
„Fun is just another
 word for learning,
through interesting       RAPH
    challenges“          KOSTER
                            –
                        A Theory of
                       fun for Game
                          Design
ZIELE...
+ REGELN...
= INTERESSANTE HERAUSFORDERUNG
+ FEEDBACK
= ERFAHRUNG VON MEISTERSCHAFT
KOMPETENZ
                          –
                       MEISTER-
                       SCHAFT
                      ERLANGEN


                                   BEZOGEN-
       AUTONOMIE                     HEIT
            –                          –
                                    GEGEN-
        FREIWILLIG                  SEITIGE
          AKTIV                   UNTERSTÜTZ
         WERDEN                      UNG




INTRINSISCHE BEDÜRFNISSE
BEDÜRFNISSE VS GAME MECHANICS
BARTLE‘S PLAYER TYPES
P.E.N.S.
     –
   PLAYER
 EXPERIENCE
     OF
    NEED
SATISFACTION
MIHALI CSIKSZENTMIHALY: FLOW
MEINUNGEN
    –
    4
Wer hat welche
 Haltung zu
Gamification?     4
„Gamification is marketing
     bullshit, invented by
         consultants...
 ...The rhetorical power of the
word "gamification" is enormous,
 and it does precisely what the
bullshitters want: it takes games
—a mysterious, magical, powerful
 medium that has captured the
attention of millions of people...
  ...Indeed, the very point of           IAN
gamification is to make the sale        BOGOST
       as easy as possible...              –
    ...I've suggested the term
                                     „Gamification
  "exploitationware" as a more         is Bullshit
accurate name for gamification's
            true purpose“
„Do people not do
something because they
are not able to? - then
increase ease of use.
Do people not do it
because they have no free
time? - then work on that.   SEBASTIAN
                             DETERDING
Only if motivation is the        –
issue can gamification be a   Forscher
[legitimate] way [of         am Hans-
influencing behaviour]“       Bredow-
                              Institut
„Games are the only
 force in the known
universe that can get
   people to take
actions against their
  self-interest, in a      GABE
  predictable way,      ZICHERMAN
                             –
without using force“     Game
                         based
                        Marketing
OPTIONEN
          –
          5
    Und was bedeutet
    das jetzt für uns?




5
AGENTUREN
             –




UNTER-               ENTWICKLER
NEHMEN                   –
  –
Regel
 #1



            KNOW WHO IS PLAYING
        DESIGN FOR THEIR SOCIAL STYLE




AMY JO KIM: 7 CORE CONCEPTS
Regel
 #2


           BUILD A SYSTEM THAT IS
               EASY TO LEARN
                    AND
              HARD TO MASTER




AMY JO KIM: 7 CORE CONCEPTS
Regel
 #3

                    BUILD
                     FUN
                  PLEASURE
                SATISFACTION
        INTO YOUR CORE ACTIVITIY LOOP




AMY JO KIM: 7 CORE CONCEPTS
Regel
 #4


         USE PROGRESS MECHANICS
        TO „LIGHT THE WAY“ TOWARDS
          LEARNING AND MASTERY




AMY JO KIM: 7 CORE CONCEPTS
Regel
 #5


               DESIGN FOR
               ONBOARDING
              HABIT-BUILDING
               ELDER GAME




AMY JO KIM: 7 CORE CONCEPTS
Regel
 #6

           AS PLAYERS PROGRESS,
                 UNLOCK
           GREATER CHALLENGES,
            CUSTOMIZATION AND
                PRIVILEGES




AMY JO KIM: 7 CORE CONCEPTS
Regel
 #7

        GIVE PLAYERS REAL POWER VIA
                  STATS
                 VOTING
              EARNED ROLES
           AND CROWD SOURCING




AMY JO KIM: 7 CORE CONCEPTS
LÖSUNG
          –
          6
    Was ist jetzt die
      Antwort?




6
DANKE!
              –
      @philippgonzales
philipp@philippgonzales .com
  www.philippgonzales.com

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GAMIFICATION SINN ODER UNSINN

  • 1. GAMIFICATION SINN ODER UNSINN? EINE KRITISCHE BETRACHTUNG VON GAME DESIGN IM NICHT-GAME-UMFELD – Philipp Gonzales-Scheller (@philippgonzales) barcamp Hamburg 2011, OTTO 11. November 2011
  • 2. Lösung Funktion 6 3 Einsatz Optionen 5 Meinungen 2 4 Definition 1
  • 3. Definition – 1.1 Was ist eigentlich Gamification? 1
  • 4. GA - MI - FI - CA - TION „integrating game dynamics into your site, service, community or campaign to drive participation“ ( )
  • 5. „Gamification is the use of game design elements in non-game contexts“ WISSENSCHAFTLICHE DEFINITION
  • 6.
  • 7. Definition – 1.2 Und was ist es nicht? 1
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Einsatz – 2.1 Wo wird das bereits eingesetzt? 2
  • 20. BADGES LEADER- POINTS BOARD – – – Belohnung, Tracking, Status Competition, Feedback Comparison LBS: foursquare
  • 23. MAL EIN PAAR ZAHLEN ZU GAMIFICATION -
  • 24. Spending#on#Social#Media#Marke;ng#and#Gamifica;on# (in'billions)' $10# Social'Media'Marke-ng' $9# Gamifica-on' $8# $7# $6# $5# $4# 31%' $3# 23%' $2# 10%' 16%' $1# 3%' 5%' 6%' $0# 2010# 2011# 2012# 2013# 2014# 2015# 2016# Source:'M2'Research'
  • 26. Funktion – 3 Warum funktioniert das? 3
  • 30. „When we are repeatedly offered extrinsic motivators, we come to find the task or behaviour for which we are ALFIE KOHN rewarded less – appealing in itself Punished than we did before.“ by Rewards
  • 31. „Thereafter our intrinsic motivation having shrunk, we are less likely to engage in the activity unless offered an inducement for doing so. ALFIE KOHN – After a while, we Punished appear to be by Rewards responsive to rewards“
  • 32. „Fun is just another word for learning“ RAPH KOSTER – A Theory of fun for Game Design
  • 33. „Fun from games arises out of mastery. It arises out of comprehension. It is the act of solving puzzles that makes RAPH KOSTER games fun. With – games, learning is A Theory of the drug.“ fun for Game Design
  • 34. „Fun is just another word for learning, through interesting RAPH challenges“ KOSTER – A Theory of fun for Game Design
  • 39. = ERFAHRUNG VON MEISTERSCHAFT
  • 40. KOMPETENZ – MEISTER- SCHAFT ERLANGEN BEZOGEN- AUTONOMIE HEIT – – GEGEN- FREIWILLIG SEITIGE AKTIV UNTERSTÜTZ WERDEN UNG INTRINSISCHE BEDÜRFNISSE
  • 41. BEDÜRFNISSE VS GAME MECHANICS
  • 43. P.E.N.S. – PLAYER EXPERIENCE OF NEED SATISFACTION
  • 45. MEINUNGEN – 4 Wer hat welche Haltung zu Gamification? 4
  • 46. „Gamification is marketing bullshit, invented by consultants... ...The rhetorical power of the word "gamification" is enormous, and it does precisely what the bullshitters want: it takes games —a mysterious, magical, powerful medium that has captured the attention of millions of people... ...Indeed, the very point of IAN gamification is to make the sale BOGOST as easy as possible... – ...I've suggested the term „Gamification "exploitationware" as a more is Bullshit accurate name for gamification's true purpose“
  • 47. „Do people not do something because they are not able to? - then increase ease of use. Do people not do it because they have no free time? - then work on that. SEBASTIAN DETERDING Only if motivation is the – issue can gamification be a Forscher [legitimate] way [of am Hans- influencing behaviour]“ Bredow- Institut
  • 48. „Games are the only force in the known universe that can get people to take actions against their self-interest, in a GABE predictable way, ZICHERMAN – without using force“ Game based Marketing
  • 49. OPTIONEN – 5 Und was bedeutet das jetzt für uns? 5
  • 50. AGENTUREN – UNTER- ENTWICKLER NEHMEN – –
  • 51. Regel #1 KNOW WHO IS PLAYING DESIGN FOR THEIR SOCIAL STYLE AMY JO KIM: 7 CORE CONCEPTS
  • 52. Regel #2 BUILD A SYSTEM THAT IS EASY TO LEARN AND HARD TO MASTER AMY JO KIM: 7 CORE CONCEPTS
  • 53. Regel #3 BUILD FUN PLEASURE SATISFACTION INTO YOUR CORE ACTIVITIY LOOP AMY JO KIM: 7 CORE CONCEPTS
  • 54. Regel #4 USE PROGRESS MECHANICS TO „LIGHT THE WAY“ TOWARDS LEARNING AND MASTERY AMY JO KIM: 7 CORE CONCEPTS
  • 55. Regel #5 DESIGN FOR ONBOARDING HABIT-BUILDING ELDER GAME AMY JO KIM: 7 CORE CONCEPTS
  • 56. Regel #6 AS PLAYERS PROGRESS, UNLOCK GREATER CHALLENGES, CUSTOMIZATION AND PRIVILEGES AMY JO KIM: 7 CORE CONCEPTS
  • 57. Regel #7 GIVE PLAYERS REAL POWER VIA STATS VOTING EARNED ROLES AND CROWD SOURCING AMY JO KIM: 7 CORE CONCEPTS
  • 58. LÖSUNG – 6 Was ist jetzt die Antwort? 6
  • 59.
  • 60. DANKE! – @philippgonzales philipp@philippgonzales .com www.philippgonzales.com