Meaningful Play. Getting Gamification Right.

Foursquare, GetGlue, Nike+, Badgeville: From reading news to fulfilling your hearts’ desires, more and more “gameified” applications and “gamification” vendors doll out points and badges to users, promising anything from increased user engagement and retention to plain mind control. While some hold that adding such game elements to non-game applications opens a new decade of design, others criticize current implementations as shallow “pointsification” and overselling of a new digital snake oil. What lessons do games really offer for user experience design? Which criticisms are valid? And what can designers interested in “gameifying” an application do to steer clear of the worst pitfalls? In this talk, researcher and designer Sebastian Deterding provides an overview of the current gamification movement, its most troubling blind spots, the motivational powers of games, and how to design for a playful experience that is truly meaningful to its users.

Sebastian Deterding - Sebastian Deterding is a user experience designer and game researcher at the University of Hamburg, Germany, where he currently pursues a PhD on the motivational psychology of gameified applications. He speaks and publishes internationally on gamification, social games, and the social contexts of video games at events such as the Gamification Summit, Gamescom, reboot, Playful, or DiGRA. His work has been covered by The Guardian, the LA Times, The New Scientist, EDGE Magazine, and Fast Company’s Co.Design. He co-hosts the Gamification Workshop at this year’s CHI conference in Vancouver. Web: codingconduct.cc Twitter: @dingstweets





Topic 

1.Gamification / 2. 3missing ingredients  / 3. Getting it right

1. Gamification 

- story 

1. Make-believe Rules Challenges (길의 틈을 보며 ‘화산을 연구하는 연구자다’) 
2. Goals and Feedback (할 수 있을 만큼 잔디밭을 쪼개서 - 목표량 정하기)  
3. Free, safe play space / Shared toy objects (샌드박스 - 레고 머리 짜르기 등의 내맘대로 세상) 

[The Blueprint of Gamification] 

Points - Tracking, Feedback 
Badges - Goals, Rewards, 
Leaderboards - Competition 

[3missing ingredients]

[Meaning] 

- How to make connect to meaning 
- Why i quit playing Foursquare -> No meaning 
- Stack overflow / 개발자들 사이에서 자연스럽게 의미를 만들 수 있는 예시 

“Any game aspect has to be, at least for finance
more oriented toward some specific thing that you are working toward”  

Personal goals - recommendation - customizing 할 수 있도록 (개인의 목표가 의미있도록) 

Meaningful community - (개개인의 의미가 모여서 큰 하나의 의미가 되도록)  

‘나 이뱃지 땃어!!’ 친구가 케어할만큼 - Getglue는 의미가 있는가? 
(geek 커뮤니티에서의 뱃지는 다른 의미를 가진다) 

Supporting visuals and copy - 마피아게임이 비주얼이 없다면 abstract한 존재!! 

Meaningful Stage -  그 단계에 갔을때 의미가 있는 존재가 필요 

Messing with social meaning  

Aucoha - 내친구 왈 - shity 게임에서 이길려고 그라고 있냐?? 

[Key Point]

- Connect to personal goals and passions 
- Connect to a meaningful community of interest 
- Wrap in a visually supported story 
- Beware of social context meanings 


2. Mastery  - progress / achieving 

Fun from games arises out of mastery.
It arises out of comprehension. 
It is the act of solving puzzles that makes game fun. 
With games, learning is the drug. 

Fun is just another word for learning (under optimal conditions) 

Interesting Challenges - 그냥 체크인하라는거는 의미가 없다 (뭐할려고????) 

a. goals —> b. Rules (룰을 만들어서 골을 잼있게 만든다) —> c. create interesting challenge 

Getglue - 유저에게 suggestion을 주기 (It’s great!!)  
Structured flow of goals - 작은, 성취할만한 골을 줘라 (숏텀, 롱텀) + New goal (cityvill이 잘하고 있는 점) 

어려움과 스킬을 핸들링 할 수 있을 정도의 어려움을 줘야 몰입을 할 수 있다 (Flow 이론) 
Experience of mastery (끝판 넘겼을 때 그 순간!) 
Excessive positive feedback (Jucy Feedback) 

Emergent behaviors 
- 텀블러 - 텀블러 스코어 - 전체적인 인기 순위  ==> 자주 자주 포스팅하도록 장려
- Mayor maker -  자동으로 체크인을 하도록 하는 프로그램 / 이것을 도와주는  

[Key Point]

- Provide interesting challenges
- Provide clear goals, scaffolded, paced, varied
- Provide juicy feedback 
- Beware of gaming the system 

3. Autonomy - sense of freedom 

Autonomy - 자발적으로 하는 행동이 더욱 몰입을 불러 일으킨다 
(게임할때도 엑셀로 일할때 처럼 계산을 해야 하지만, 본인이 선택해서 하는 것이기에 잼있다) 

Shared goals, individual pursuit (Zappos) 

Informational feedback / 다음단계로 넘어가게 

Unexpected rewards - 생각못한걸 줘라 

[Key Point]

- Play is voluntary 
- Beware of curbing autonomy 
- Beware of devaluing your product 

————————————————-

[etc] 

- Process / not Feature (특징이 아닌 프로세스를 생각해보자) 
- Know your users 
- prototype, play test, 
- TEST WITH YOUR NON GEEKY FRIENDS
- Bring in the data