This document discusses Facebook translation as a gamified experience. It provides an overview of gamification, defining it as using game design elements in non-game contexts to provide fun and engagement. Facebook translation incorporates game-like features such as leaderboards, badges, and community aspects. A study found that Facebook user-translators are motivated both intrinsically, through mastery and using their skills, and extrinsically, through helping others and improving translation quality. In summary, the document examines how Facebook translation utilizes gamification and what motivates user-translators to participate.

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]

17. CONCLUSIONS
17

18. THANK YOU!
dombekm2@mail.dcu.ie