beyond gamification: architecting engagement through game design thinking

Download Beyond Gamification: Architecting Engagement Through Game Design Thinking

Post on 17-Aug-2014

27.809 views

Category:

Design

6 download

Embed Size (px)

DESCRIPTION

Gamification is the process of applying game design elements to non-game contexts in order to drive user engagement, influence behavior and improve the user experience associated with digital products and services. Over the past year, the practice of gamification has exploded, fueled by marketing hype, media curiosity and spirited debate. While much of the discussion has revolved around extrinsic reward mechanisms as a panacea for customer loyalty and engagement, the most important and effective motivational dynamics of games have been left on the table. In this presentation I’ll cut through the hype and draw from the fundamentals of game psychology, double-tapping into the techniques game designers use to motivate, engage and guide players through a game’s lifecycle. In doing so, I’ll lay out a model for architecting user engagement, directing behavior and satisfying the needs of both users and business alike.

TRANSCRIPT

  • TODAYS TALK GOES TO 11.11.11 @DU5TB1N | #Geekend
  • TODAYS TALK GOES TO 11.11.11 1. INTRODUCTION 2. STATE OF GAMIFICATION 3. DEFINITIONS 4. MOTIVATION, ENGAGEMENT & MEANING 5. A FRAMEWORK FOR DESIGN 6. IN CONCLUSION @DU5TB1N | #Geekend
  • PLAY OR BE PLAYED: THE STATE OF GAMIFICATION HYPE CYCLE: NOV 2010 - PRESENT HYPE! FRENZY! PROFITEERING! HYPERBOLE! @DU5TB1N | #Geekend
  • PLAY OR BE PLAYED: THE STATE OF GAMIFICATION DEBATE! POINTSTIFICATION BADGIFICATION EXPLOITATIONWARE Designers / Researchers / Academics vs. Marketers & Vendors @DU5TB1N | #Geekend
  • A DEFINITION Gamification - The Use of Game Design Elements in Non-Game Contexts. @DU5TB1N | #Geekend
  • THE USUAL SUSPECTS Points Badges Leaderboards Incentives @DU5TB1N | #Geekend
  • NON GAME CONTEXTS : FITNESS @DU5TB1N | #Geekend
  • NON GAME CONTEXTS : FINANCE @DU5TB1N | #Geekend
  • NON GAME CONTEXTS : COMMERCE @DU5TB1N | #Geekend
  • NON GAME CONTEXTS : FUNDRAISING @DU5TB1N | #Geekend
  • NON GAME CONTEXTS : EDUCATION @DU5TB1N | #Geekend
  • NON GAME CONTEXTS : SALES @DU5TB1N | #Geekend
  • NON GAME CONTEXTS : PRODUCTIVITY @DU5TB1N | #Geekend
  • NON GAME CONTEXTS : SUSTAINABILITY Points @DU5TB1N | #Geekend
  • BEYOND GAMIFICATION @DU5TB1N | #Geekend
  • BEYOND GAMIFICATION @DU5TB1N | #Geekend
  • BEYOND GAMIFICATION @DU5TB1N | #Geekend
  • WHAT IS A GAME? @DU5TB1N | #Geekend
  • WHAT IS A GAME?A voluntary, rules-bound experience ofcompetitive strife towards discretegoals or outcomes. @DU5TB1N | #Geekend
  • BUT WHERES THE FUN? @DU5TB1N | #Geekend
  • FARMVILLE @DU5TB1N | #Geekend
  • THE PROBLEM WITH FUN ITS TOO DILUTED OF A CONCEPT It doesnt distinguish the unique psychological experience of gameplay that leads to SUSTAINED ENGAGEMENT. See: Raph Koster A Theory of Fun in Games Nicole Lazzaro Four Keys to Fun Marc Leblanc Eight Kinds of Fun @DU5TB1N | #Geekend
  • MOTIVATION, ENGAGEMENT & MEANINGFUL INTERACTIONSTOO MUCH FOCUS ON SHALLOW, EXTRINSICREWARDS POINTS & BADGES DOES NOT LEAD TO PLAYER SATISFACTIONOR SUSTAINED ENGAGEMENT. @DU5TB1N | #Geekend
  • SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: @DU5TB1N | #Geekend
  • SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if they promise (and succeed) to satisfy 3 intrinsic motivational needs: @DU5TB1N | #Geekend
  • SELF-DETERMINATION THEORY SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: @DU5TB1N | #Geekend
  • SELF-DETERMINATION THEORY SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: @DU5TB1N | #Geekend
  • SELF-DETERMINATION THEORY SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: @DU5TB1N | #Geekend
  • COMPETENCE: (MEANINGFUL GROWTH) SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: @DU5TB1N | #Geekend
  • COMPETENCETHE PATH TO MASTERY:+ The Path To Mastery is an experience over time+ Nested, short-term achievable goals that lead to success of the overarching long-term goal.+ Wherever a player is on their quest there should be a next goal just around the corner.+ Design appropriate challenges and rewards for all players along Player Experience Lifecycle. N00B > Enthusiast > Master @DU5TB1N | #Geekend
  • COMPETENCE: OBJECTIVE, GOALS, ACTIONS! @DU5TB1N | #Geekend
  • COMPETENCE: ARF! @DU5TB1N | #Geekend
  • COMPETENCEEXPERIENCE OF CHALLENGE+ Keep core actions simple to engage players early+ Accelerate the level of challenge as they gain mastery to keep them engaged+ Optimal challenge stretches player ability but doesnt overwhelm (Flow)+ Allow players to fail gracefully if it can provide an opportunity to learn and grow.MAKE PROGRESS VISIBLE:+ Provide real-time granular, sustained and cumulative feedback on overall performance+ Ensure that progress data is actionable and meaningful to player competence, during immediate play and long-term engagement.+ Utilize reward mechanics to light a blazed path of accomplishment.+ NOT about shiny digital trophies, or badges @DU5TB1N | #Geekend
  • COMPETENCEEXPRESSION OF MASTERY+ After hard-earned rewards, allow players to enjoy and express their dominance+ Sustained engagement is more a function of continued success than feeling continually stretched+ Ease-off dif culty for a short term Let them Coast.+ Provide social outlets for bragging & peacocking+ Big Juicy Feedback for a job well done @DU5TB1N | #Geekend
  • COMPETENCE: JUICY FEEDBACK @DU5TB1N | #Geekend
  • COMPETENCE: JUICY FEEDBACK @DU5TB1N | #Geekend
  • COMPETENCE: JUICY FEEDBACK @DU5TB1N | #Geekend
  • AUTONOMY: (MEANINGFUL CHOICE) SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: @DU5TB1N | #Geekend
  • AUTONOMYTHE GAME BELONGS TO THE USER+ Choice, control and personal preference lead players to deep engagement and loyalty+ Provide the right feedback (data, info, choices) for players to best make use of their autonomy+ Experience pathways can be designed on rails to limit or give the illusion of freedom+ Volitional Engagement: I nd value in the Actions I am taking.OPPORTUNITIES FOR ACTION!+ Create What If? moments: What if I did X instead of Y?+ Provide a variety of ways to engage (competitive, cooperative, solo)+ Provide a sense of increasing opportunities of action that motivate sustained interest: (Challenges, Social Interactions, Secrets, Unlocks, etc.)+ Design multiple pathways leading to the desired end-state @DU5TB1N | #Geekend
  • AUTONOMY: MULTIPLE PATHWAYS @DU5TB1N | #Geekend
  • RELATEDNESS: (MUTUAL DEPENDENCE) SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: @DU5TB1N | #Geekend
  • RELATEDNESSTHE SPARK OF CONNECTION+ We are intrinsically motivated to seek meaningful connections with others+ Data shows that allowing players to connect with others and build relationships energizes, motivates and sustains ongoing engagement+ Focus on mechanics that allow players to both give and receive support of their goals+ Design for Moments of Relevance, allowing players to positively impact each other or the systemBEYOND OTHER PLAYERS+ Provide value to your audience beyond the mechanics that run your system.+ Tap into content that people are passionate about (Health, Wealth, Career, Arts, Pro-Social)+ Provide recognition for actions that matter to your players not just to the business+ C