a literature review of gamification design frameworks

A literature review of gamification design frameworks

Alberto Mora*º, Daniel Riera*, Carina González^, Joan Arnedo-Moreno* *Universitat Oberta de Catalunya (UOC)

^Universidad de La Laguna (ULL) ºGrupo ICA

VS-GAMES 15 - Skövde Sep 17th, 2015

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Introduction

» Objectives » Motivation » Methodology » Framework’s review » Results » Conclusions and further work » References

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Objectives

» Completing an state of the art about the gamification design process

» Analyzing the relationship and differences between game and gamification design principles

» Identifying the existing gamification design frameworks in the literature and its classification

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Motivation

» Games present in all human civilizations » Historical social and cultural importance » Homo ludens (Huizinga,1955) [1] » … » Digital technologies -> Evolution of games » Video games -> PONG game of ATARI (1975) » Digital natives -> Omnipresence of games in their daily

lives

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Motivation

» Gamification » 2002. Nick Pelling [2]: applying game-like accelerated

user interface design to make electronic transactions both enjoyable and fast

» … » 2011. Sebastian Deterding [3]: the use of game

design elements in non-game contexts » 2012. Kevin Werbach [4]: the process of making

activities more game-like » …

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Motivation

» Multidisciplinary field » Scope

» Professionals: game designers, UX/UI designers, psychologists, sociologists, computer engineers, etc.

» Application » Learning, e-health, business, marketing, human

resources, e-commerce, etc.

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Motivation

» Gamification’s academical interest (aggregate in Scholar)

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Motivation

» Gartner’s predictions » By 2014, 80 percent of the gamified applications would fail

to meet their business objectives, primarily due to poor design

» By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes

» 2015: “Through of Disillusionment”, 5 to 10 years to stabilize and reach the “Plateau of Productivity”, technology is considered mature

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Motivation

» Game design VS gamification design? » Gamification design purpose -> enhance the engagement

in non-game contexts » Game design purpose -> towards pure entertainment » Basics of gamification heavily rely on the principles of

game design theory. (common properties) » Several authors are making an explicit distinction between

game and gamification design (i.e. Marczewski)

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Motivation

» Research questions: » Q1: Which gamification design frameworks are

available now in the literature and which are their main features?

» Q2: Do the gamification frameworks inherit all game design principles for their development?

» Q3: What design items are not being applied, or in lesser extent, by the gamification designers?

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Methodology» Steps

» Survey (until March 2015) » Literature review

» Web of Science (WOS) » Scopus » ScienceDirect » ACM Digital » IEEE Xplore » Proquest » Google Scholar

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Methodology

» Categorization » Background: academic / non-academic » Scope: complete / partial » Approach: generic / business (in this study)

» Requirements (under a framework conceptualization [5]), » Excluding “ad-hoc” proposals and recommendations

guidelines): » Filtering up to 18 proposals

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Framework’s review

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» 19 Items reviewed within the proposals (categorization) » Economic » Logic » Measurement » Psychology » Interaction

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» Economic » Objectives: specific performance goals » Viability: evaluation and analysis of the potential of

applying gamification or refuse it » Risk: probability or threat of damage, injury, liability, loss,

or any other negative occurrence » ROI: the benefit to the investor resulting from running a

gamified experience » Stakeholders: integrating people who have to interact in

the design process

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» Logic » Loop: reinforcement and feedback in order to engage

the player in the key system actions » End / epic win: a pre-established end of game or

glorious victory in the system » On-boarding: the way of starting the new participants » Rules: the body of regulations prescribed by the

designer

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» Measurement » Metrics: the standards of measurement by which

efficiency, performance, progress, process or quality » Analytic: the algorithms and data used to measure

key performance indicators

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» Psychology » Fun: the enjoyment or playfulness » Motivation: the behavior which causes a person to

want to repeat an action and vice-versa » Social: the interaction between players » Desired behaviors: the expected response of the

players after the interaction » Ethics: right and wrong conducts

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» Interaction » Narrative: the story and context created by designers » UI/UX: everything designed into the gamified system

which a player being may interact and the player’s behaviors, attitudes, and emotions about using it

» Technology: the use or need of a software component for implementing

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» Framework’s feature summary in TABLE 1 (10 items are displayed in APPENDIX A) » Explicit (E): the item has appeared in the framework’s

definition. » Implicit (I): the item has not appeared explicitly in the

framework definition. Inferred by the authors or referred inside an academic work of the author.

» Unavailable (U): the item has not appeared anyway.

https://drive.google.com/file/d/0B0OOriuqDqLQUkNWSGpRblFNbTQ/view?usp=sharing

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Results

» Economic » These issues are important for a few authors » Usually, terms as risk, viability or ROI are low referred » For more than a half, the participation of the

stakeholders in the design process is necessary » The necessary definition of business objectives is

widespread

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Results

» Logic » The importance of a well defined loop item is

extended in more than a half frameworks » Less than a half of them consider the on-boarding and

endgame actions (entry and exit process) as relevant in their approaches

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Results

» Measurement » Most of frameworks refer explicitly the user data and

the importance of collecting these data » The use of metrics is not widespread in all over the

approaches as a tool for quantify data

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Results

» Psychology » This approach is an essential key that must be

present in the design process (high significance of this topic in almost all of the frameworks)

» Most of them are Human-Based » Most of the apply human motivation theories

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Results

» Interaction » More than a half of them emphasize the importance of

user interface, user experience and the recommendation of a software development

» No software architecture references to be employed excepting one case

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Results

» Q1: What gamification design frameworks are available now in the literature and what are their features?

» A1: » Original or based on other frameworks » Different point of view. (UCD, Goals, IT, etc.) » Gamification frameworks are very recent, matching

with the highest point of Gartner’s Hype Cycle in 2013 » Case studies needed (highly theoretical approaches)

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Results

» Q2: Do the gamification frameworks inherit all game design principles for their development?

» A2: » Game design principles and components are being

inherited » Gamification design process differs from the

traditional game design process

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Results

» Q3: What design considerations are not being applied, or only to a lesser extent, by the gamification designers?

» A3: » Viability, on-boarding, endgame/epic win, ethics,

technology, stakeholders (teamwork), etc.

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Conclusions

» Many frameworks are based or rely on others (i.e. 6D) » Most of proposals are theoretical » Case studies are not published from most of proposals » Necessary items that are not being taken into account » Highly regarded psychological items » Less references to ethical, Viability, and On-boarding /

End-game processes (items)

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Further work

» A development of a complete and generic framework from a new perspective not currently found in the literature (lean-agile)

» Implementation (prototype) » Application to different environments (learning and e-

health case studies) » An extended of present work (another approaches and

updates, i.e. educational)

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References[1] J. Huizinga, “Homo ludens: A study ofthe play element in culture,” Trans. RFC Hull.] Boston: Beacon, 1955.

[2] N. Pelling, “the (short) prehistory of gamification,” Funding Startups (& other impossibilities). Haettu, 2011.

[3] S. Deterding, R. Khaled, L. Nacke, and D. Dixon, “Gamification: toward a definition,” in Chi 2011, 2011, pp. 12–15.

[4] Werbach, K., & Hunter, D. (2012). For the win: How game thinking can revolutionize your business. Wharton Digital Press.

[5] Riehle, D. (2000). Framework design (Doctoral dissertation, Diss. Technische Wissenschaften ETH Zürich, Nr. 13509, 2000).

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Thank you…

Alberto MoraEstudis d'Informática, Multimedia i Telecomunicació

Universitat Oberta de Catalunya / Grupo ICABarcelona, Spain

[email protected]@grupoica.com

mailto:[email protected]

mailto:[email protected]