GAMIFICATION - to enhance learning and motivation,

getting the customer hooked and the brain involved

Magnus Sjögren, MD, PhD, Associate Professor

Edubrain AB

magnus@edubrain.se

Edubrain AB www.edubrain.se

• Consultancy services in Brain/Neuroscience, Psychiatry and Leadership

• MEASURES of BRAIN FUNCTIONS• Review, analysis, knowledge on Apps, Online tools/websites and Smartwear that

measure e.g. emotions, memory, learning, motivation. • Advice on design/set-up for health/wellness products in TECH Industry• Quantified Psychiatry (quantified self brain health)

• MOTIVATION, RETENTION and FEEDBACK Strategies• Lectures and Advice• More than 20 years of Clinical/Medical and Scientific Experience• More than 10 years of Executive and Leadership Experience

• BRAIN SCIENCE• Education• Advisor, Reviewer in Clinical Neuroscience to EU (e.g. IMI and H2020)• Author of the book ”The Non-Stop Lover – and other stories from my practice as a Psychiatrist”

http://goo.gl/iWkHmA

magnus@edubrain.se

Consultancy provided to:

Gamification - definition

• Gamification is using game mechanics in non-game contexts toengage users.

• Learning

• Innovation

• Productivity

• Loyalty

One of the first examples – Frequent Flyers

What is motivation?

Internal process that activates, guides, and maintains goal-oriented behavior over time. It involves the biological, emotional, social, and cognitive forces that activate behavior.

Three major components to motivation:

1. Activation

2. Persistence

3. Intensity

Basic types of motivation:

1. Extrinsic

2. IntrinsicSource: Vancouver, 2004; Kalat, 2005; Ryan, 2000; Tuzun, 2004; Williams & Williams, 2011

Learning

Automony

Curiosity

Love

Meaning

Badgers

Points

Gold stars

Competition

Money

Rewards

Fear of

punishment

Fear of Failure

Ryan, Richard; Edward L. Deci (2000). "Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions"

Theoretical frameworks -

Motivation

Behavioral- Rewards are consequences of

behaviors

- Incentives encourage or discourage behaviors

Humanistic- Emphasis on personal choice

- Needs

- Self-actualization / Self-determination

- Maslow’s hierarchy

Cognitive- Focus on thinking

- Emphasizes intrinsic motivation

- People are active and curious

- Plans, goals, schemas, and expectations

Sociocultural - Attribution theory

- Perceived cause of successes or failures

- Locus

- Stability

- ResponsibilityEach of these theories has some truth but no single theory seems to adequately

explain all human motivation. Source: Bauer, 2001

Maslows hierarchy

Maslow 1943; http://psychclassics.yorku.ca/Maslow/motivation.htm

What Influences Motivation?

Source: Tuzun, 2004; Williams & Williams, 2011

Attention

and

Motivation

Brain Imaging of motivation

http://libd.org/research-activities/research/clinical-sciences/cognitive-neuroscience-and-imaging-genetics/2012/motivation-and-the-ventral-striatum-a-journal-through-cognitive-imaging-space

The reward system - dopamine

http://www.cellbiol.net/ste/alpobesity3.php

GAMIFICATION

Gamification - definition

• Gamification is using game mechanics in non-game contexts toengage users.

• Learning

• Innovation

• Productivity

• Loyalty

Gamification of sales

http://blogs.imediaconnection.com/blog/2011/08/03/15-brand-examples-of-gamification/

• compares gamification with other gameful approaches by looking at characteristics such as spontaneity, rules, or goals

Categorization of gamification

Mario Herger (2014). Enterprise Gamification…http://www.viriya.org.sg/index.php/resources/75-raising-a-happy-child-through-play

Gamification techniques

Gamification techniques strive to leverage people's natural desires for socializing, learning, mastery, competition, achievement, status, self-expression, altruism, or closure.

The following are the popular gamification techniques:

achievement badges

achievement levels

leader boards

a progress bar or other visual meter to indicate how close people are to completing a task a company is trying to encourage, such as completing a social networking profile or earning a frequent shopper loyalty award.

virtual currency

systems for awarding, redeeming, trading, gifting, and otherwise exchanging points

challenges between users

embedding small casual games within other activities.

http://en.wikipedia.org/wiki/Gamification#Techniques

“RedCritter Tracker was built for Agile Project Management. Its effortless drag-and-drop UI makes project management a breeze.”

The new way to manage projects

GAMIFICATION IN EMPLOYEE PRODUCTIVITY

https://www.redcritter.com/

S&H Green Stamps

• S&H Green Stamps (also called Green Shield Stamps) were trading stamps popular in the United States from the 1930s until the late 1980s.

• They were distributed as part of a rewards program operated by the Sperry & Hutchinson company (S&H)

http://en.wikipedia.org/wiki/S%26H_Green_Stamps

GAMIFICATION OTHER EXAMPLES

Future of Gamification

• Over 70% of Forbes Global 2000 companies surveyed in 2013 said they planned to use gamification for the purposes of marketing and customer retention.

• Organisations will allocate 2.8 billion USD (1.7 billion GBP) in direct spending on gamification by 2015

http://collabor8now.com/knowledge-management/gamification-making-work-fun-or-making-fun-of-work/

Legal restrictions

• Compliance with Privacy laws

• Labour law

• Ownership and control of Intellectual Property (data)

• The use of virtual currencies and virtual assets

• The virtual currency schemes might be used by criminals, fraudsters and money launderers to perform their illegal activities.

Criticism

• Sebastian Deterding (University of Hamburg)• not being fun , creating an artificial sense of achievement and can encourage

unintended behaviours.

• Jon Radoff and Margaret Robertson, game designers, • excluding elements like storytelling and experiences and using simple reward systems

in place of true game mechanics.

• Kevin Slavin (a MIT Professor), • flawed and misleading for those unfamiliar with gaming.

• Heather Chaplin, (writing in Slate), • benefits corporate interests over those of ordinary people“.

http://en.wikipedia.org/wiki/Gamification

Front Hum Neurosci. 2013 Jun 13;7:278. Kätsyri J(1), Hari R, Ravaja N, Nummenmaa L.

Active game involvement essential

Gamification in Education

https://vimeo.com/86259955

Gamification of learning

• The gamification of learning is an educational approach • to motivate students to learn

• using video game design and game elements in learning environments.

• The goal is to maximize enjoyment and engagement while learning.

“Our mission is to provide a free, world-class education for anyone, anywhere”- KHAN ACADEMY

GAMIFICATION IN EDUCATION

https://www.khanacademy.org/

Effects on the brain of gaming

• Increases in the brain regions responsible for spatial orientation.

• Improves therapeutic interventions in psychiatric disorders.

• Action-based gamers perform better than non-gamers on

• attention, speed, accuracy, and multi-tasking.

Steven Cole 2012: http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0033909

Game elements that can facilitate learning

Some elements of games that may be used to motivate learners and facilitate learning include: Progress mechanics (points/badges/leader boards, or PBL's)

Narrative

Player control

Immediate feedback

Opportunities for collaborative problem solving

Scaffold learning with increasing challenges

Opportunities for mastery, and leveling up

Social connection

http://en.wikipedia.org/wiki/Gamification_of_learning#Game_elements_that_can_facilitate_learninghttp://static.podcastcms.de/images/Feed/Channel/46342/2/46342.png

The role of a gamified learning environment may be structured by providing an overarching

narrative which functions as a context for all the learning activities

http://myweb.wssu.edu/dichevc/Research/CIT-2014-Dichev.pdf

“It's free, for real. No fees, no ads, no gimmicks. A college-quality education without the price tag”- DUOLINGO

GAMIFICATION IN EDUCATION

Does it work?

Recent reviews of research: right now, there is inconclusive and insufficient evidence to make any strong claims about the efficacy of video games

Recommendation

games are cultural and educational tools withunique strengths. In order to achieve maximum benefit, like any tool games need to be used at the right time in the right way.Source: Morris, Croker, Zimmerman, Gill, & Romig, 2013

http://pixabay.com/sv/grafikkort-video-game-controller-336657/

Benefits – gamification of learning

Some of the potential benefits of successful gamification initiatives in the classroom include: Giving students ownership of their learning Opportunities for identity work through taking on

alternate selves Freedom to fail and try again without negative

repercussions Chances to increase fun and joy in the classroom Opportunities for differentiated instruction Making learning visible Providing a manageable set of subtasks and tasks Inspiring students to discover intrinsic motivators for

learningAlso making use of extrinsic motivators in games

Pavlus, John (2010). "The Game of Life". Scientific AmericanKlopfer, E., Osterweil, S., & Salen, K. (2009).Lee, J.; Hammer, J. (2011).

Criticism – gamification of learning

• Daniel Pink criticized gamification for its use of extrinsic motivators that cause to decrease intrinsic motivation for learning.

• Some teachers may criticize gamification for taking a less than serious approachto education and not worth their time to implement gaming initiatives.

• Ian Bogost has criticized gamification for its tendency of simplistic which does not reflect the real quality of motivational games.

http://en.wikipedia.org/wiki/Gamification_of_learning#Criticism

Retention

Loss of customers/users due to attrition

http://www.pharmaphorum.com/articles/increasing-adherence-with-patient-support

How to Maintain Motivation?

Factors that energize behavior are likely different from the factors that provide for its persistence. Some of them are:

Source: Huitt, 2011; Kim, 2013

• Conation (striving forward) or goal-orientation

• Reward regime• Possibility of choices in autonomous

learning environments• High value of a specific object/action

(expectancy of success and the value attached to success)

• A detailed goal hierarchy between proximal and distal goals and specific action plans

Some Ideas and Strategies

1. Encourage diversity in learning styles2. Encourage creativity3. Ensure success with small achievable steps4. Provide feedback to students about their own personal

progress5. Learners need to believe in their own abilities6. Acknowledge the individual styles of learners7. Use group work effectively8. Encourage self-assessment9. Develop student responsibility10. Focus on learning as well as teaching

Source: Reid, 2008; Lai, 2011; Hornstra, Veen, Peetsma, & Volman, 2014; Huitt, 2011

Thank you for your attentionAny questions?

Magnus Sjögrenmagnus@edubrain.se

https://stratecutionstories.files.wordpress.com/2011/12/question1.jpg

http://psdhunter.com/psd/4545-a-big-thumbs-up-by-eric-e-anderson