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FACEBOOK
TRANSLATION
    AS A
  GAMIFIED
 EXPERIENCE
   Impact upon user-
 translator motivation

      Magdalena Dombek
TRANSLATION FUN EQUATION

  FACEBOOK
                 GAMIFIED
 TRANSLATION                   FUN
                EXPERIENCE
CROWDSOURCING




  GAME
                             MOTIVATION
ELEMENTS



                                      2
OVERVIEW

   Gamification:
          definition
          mechanisms
          behaviour change and engagement

   Facebook translation: a gamified
    experience?
        game elements     motivation
          fun

   Facebook user-translators and their
    motivation: empirical study
                                             3
WHAT IS GAMIFICATION?

             The use of game design elements

                       in non-game contexts

 to provide fun and engagement in activities and

                 change people’s behaviour.



                                                                                          4

[Bunchball 2010]; [Deterding et al. 2011]; [Kim 2011]; [Zichermann and Cunningham 2011]
WHY DO WE ENJOY GAMES?

   Game = Fun [Lazzaro 2010]

   hard fun

   easy fun

   people fun

   serious fun




                                5
WHY DO WE ENJOY GAMES? [2]

   Fun factors in games:

   problem solving, learning, mastering a problem mentally
    [Koster 2004, Schell 2008]

   sense of progression and mastery [Zichermann &
    Cunningham 2011]

   meaningful choices (autonomy) [Ventrice 2011]

   balance between ability and challenge ["flow";
    Csikszentmihalyi 1990]
                                                              6
WHY DO WE ENJOY GAMES? [2]
    Game vs Duty [Schell 2011]

              DUTY                               GAME

               work                               play

              slavery                           freedom
                                  vs
             efficiency                        pleasure


    avoid negative consequences        seek positive consequences



                                            Facebook translation    7
GAME ELEMENTS: MDA
FRAMEWORK [HUNICKE, LEBLANC, ZUBEK
2004]



Mechanics:
points, badges,
leaderboards (PBLs),
levels, social graphs,
teams, virtual goods,      Aesthetics
challenges
Dynamics:                  Experience
achievements, rewards,
status, progression,         [of fun]
completion, resource
                                        8
acquisition
GAMIFICATION AND MOTIVATION
                    Self-Determination Theory
             [Ryan and Deci 2000; Przybylski, Rigby and Ryan 2008]


  Extrinsic Motivation               vs          Intrinsic Motivation

    PBLs = rewards                                need satisfaction:

                                                         competence

                                                         autonomy

                                                         relatedness



       short-lived                             prolonged engagement
                                                                         9
GAME – LIKE FEATURES OF
      FACEBOOK TRANSLATION
      CROWDSOURCING [MDA FRAMEWORK]
       Mechanics:
aderboards
ores
 dges/ awards
mmunity
oup page
anslation/ voting                  Aesthetics
allenge

       Dynamics:
             progress
                                   Experience
             reward                   hard fun
             problem-solving          people fun
             learning                 serious fun
             achieving                need satisfaction
                                                            10
             meaningful choices
             collaboration
GAME – LIKE FEATURES OF
FACEBOOK TRANSLATION
CROWDSOURCING [2]




                          11
GAME – LIKE FEATURES OF
FACEBOOK TRANSLATION
CROWDSOURCING [3]




                          12
GAME – LIKE FEATURES OF
FACEBOOK TRANSLATION
CROWDSOURCING [4]




                          13
GAME – LIKE FEATURES OF FACEBOOK
TRANSLATION CROWDSOURCING [5]




                                   14
THE STUDY
         online survey with 20 of Facebook user-translators from the Polish
          community of translators (December 2011)

          Why do you participate in Facebook translation?


“I wanted a Polish version of              Serious Fun, Altruism,
Facebook to be available” [14/20]               Relatedness


“I like projects where I can use
my skills in practice” [17/20]
                                         Mastery, Problem Solving,
“I wanted to improve the quality          Learning, Competence
of Polish translation of Facebook”
[13/20]

                                                                          15
THE STUDY [2]
         To what extent do you agree with the statement:
              [median; on a scale 0 = ‘I completely disagree; 4 = I completely agree]


 “I participate because it gives me a lot of satisfaction and it is a great fun” [3/4]

“I participate because I can help
Facebook users with no English” [4/4]

“It is a good deed for the benefit of                      Serious Fun, Altruism,
others” [4/4]
                                                                Relatedness
“It is important for me to support the
Polish Facebook user-translators” [3/4]



“I participate because I can use my
skills in practice, improve my
knowledge of English and translation
                                                        Mastery, Problem Solving,
ability” [3/4]
                                                         Learning, Competence
                                                                                         16
“It is important for me to improve the
current quality” [3.5/4]
CONCLUSIONS




              17
THANK YOU!
dombekm2@mail.dcu.ie

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Gamification

  • 1. FACEBOOK TRANSLATION AS A GAMIFIED EXPERIENCE Impact upon user- translator motivation Magdalena Dombek
  • 2. TRANSLATION FUN EQUATION FACEBOOK GAMIFIED TRANSLATION FUN EXPERIENCE CROWDSOURCING GAME MOTIVATION ELEMENTS 2
  • 3. OVERVIEW  Gamification:  definition  mechanisms  behaviour change and engagement  Facebook translation: a gamified experience?  game elements motivation  fun  Facebook user-translators and their motivation: empirical study 3
  • 4. WHAT IS GAMIFICATION? The use of game design elements in non-game contexts to provide fun and engagement in activities and change people’s behaviour. 4 [Bunchball 2010]; [Deterding et al. 2011]; [Kim 2011]; [Zichermann and Cunningham 2011]
  • 5. WHY DO WE ENJOY GAMES?  Game = Fun [Lazzaro 2010]  hard fun  easy fun  people fun  serious fun 5
  • 6. WHY DO WE ENJOY GAMES? [2]  Fun factors in games:  problem solving, learning, mastering a problem mentally [Koster 2004, Schell 2008]  sense of progression and mastery [Zichermann & Cunningham 2011]  meaningful choices (autonomy) [Ventrice 2011]  balance between ability and challenge ["flow"; Csikszentmihalyi 1990] 6
  • 7. WHY DO WE ENJOY GAMES? [2]  Game vs Duty [Schell 2011] DUTY GAME work play slavery freedom vs efficiency pleasure avoid negative consequences seek positive consequences Facebook translation 7
  • 8. GAME ELEMENTS: MDA FRAMEWORK [HUNICKE, LEBLANC, ZUBEK 2004] Mechanics: points, badges, leaderboards (PBLs), levels, social graphs, teams, virtual goods, Aesthetics challenges Dynamics: Experience achievements, rewards, status, progression, [of fun] completion, resource 8 acquisition
  • 9. GAMIFICATION AND MOTIVATION Self-Determination Theory [Ryan and Deci 2000; Przybylski, Rigby and Ryan 2008] Extrinsic Motivation vs Intrinsic Motivation  PBLs = rewards  need satisfaction:  competence  autonomy  relatedness short-lived prolonged engagement 9
  • 10. GAME – LIKE FEATURES OF FACEBOOK TRANSLATION CROWDSOURCING [MDA FRAMEWORK] Mechanics: aderboards ores dges/ awards mmunity oup page anslation/ voting Aesthetics allenge Dynamics:  progress Experience  reward  hard fun  problem-solving  people fun  learning  serious fun  achieving  need satisfaction 10  meaningful choices  collaboration
  • 11. GAME – LIKE FEATURES OF FACEBOOK TRANSLATION CROWDSOURCING [2] 11
  • 12. GAME – LIKE FEATURES OF FACEBOOK TRANSLATION CROWDSOURCING [3] 12
  • 13. GAME – LIKE FEATURES OF FACEBOOK TRANSLATION CROWDSOURCING [4] 13
  • 14. GAME – LIKE FEATURES OF FACEBOOK TRANSLATION CROWDSOURCING [5] 14
  • 15. THE STUDY  online survey with 20 of Facebook user-translators from the Polish community of translators (December 2011) Why do you participate in Facebook translation? “I wanted a Polish version of Serious Fun, Altruism, Facebook to be available” [14/20] Relatedness “I like projects where I can use my skills in practice” [17/20] Mastery, Problem Solving, “I wanted to improve the quality Learning, Competence of Polish translation of Facebook” [13/20] 15
  • 16. THE STUDY [2] To what extent do you agree with the statement: [median; on a scale 0 = ‘I completely disagree; 4 = I completely agree] “I participate because it gives me a lot of satisfaction and it is a great fun” [3/4] “I participate because I can help Facebook users with no English” [4/4] “It is a good deed for the benefit of Serious Fun, Altruism, others” [4/4] Relatedness “It is important for me to support the Polish Facebook user-translators” [3/4] “I participate because I can use my skills in practice, improve my knowledge of English and translation Mastery, Problem Solving, ability” [3/4] Learning, Competence 16 “It is important for me to improve the current quality” [3.5/4]