This document discusses gamification and its applications for learning and behavior change. It defines gamification as using gaming elements in non-game contexts to influence behavior. The document provides examples of how businesses have used gamification for marketing. It also outlines different gamification elements that can aid learning, such as stories, challenges, and feedback. Research shows these elements can increase engagement and positively impact behaviors when integrated into learning programs.

1. By Karl M. Kapp
Bloomsburg University
Gamification of Learning &Instruction
April 12, 2014
EMAIL: kkapp@bloomu.edu
TWITTER: @kkapp
BLOG: http://karlkapp.com/kapp‐notes/
What is Gamification?

2. According to a meta‐analysis of data compiled by
Gallup the average company has as many as 18% of
its employees actively disengaged and 49% of
employees not engaged.

3. “Study of 2,300 people found only 6% of
organizations are successful in influencing
behavior change among employees.”
‐‐Al Switzler

4. Brief history of…
The World

7. ENIAC's main control panel
US Army Photo Located at http://en.wikipedia.org/wiki/File:Two_women_operating_ENIAC.gif

9. Image obtained from Microsoft Clipart

11. We’ve learned and struggled for a few
years here figuring out how to make a
decent phone. PC guys are not going
to just figure this out.
They’re not going to just walk in.
--Palm CEO Ed Colligan, 16 Nov 2006

12. This is our best iPhone launch yet — more than
9 million new iPhones sold — a new record for
first weekend sales—Tim Cook, 2013.
Palm sold to HP in 2010, by 2011
Palm was done.

15. New
Approaches
are Needed

16. Gamification

17. Gamification
Lots of Hype

18. Gartner Group predicts by 2015, 40 percent
of Global 1000 organizations will use
gamification as the primary mechanism to
transform business operations.

19. Gartner Group predicts 80 percent of
current gamified applications will fail to
meet business objectives, primarily due
to poor design.

20. Let’s Play
Fact or Fishy…

21. Rules
• A statement is presented
– If “true” indicate: FactX
– If “false” indicate: FishyX
• Text Response:
Take out
your text‐
machines
Standard Texting Fees
Apply!

22. How To Vote via Texting
1. Polleverywhere has no access to your phone number
2. Capitalization doesn’t matter, but spaces and spelling do
TIPS
FACT01
FACT02
FISHY01
FACT01

23. “Games” and “Gamification”
are the same thing.
Is that Fact or Fishy?

25. Gamification is
the use of gaming
elements
integrated into a
training program
aligned goals to
promote change
in behavior.
Game-based
Learning is the
use of a game to
teach knowledge,
skills and abilities
to learners using
a self-contained
space.
What is this “game” stuff?
Simulation
Learning is a
realistic, controlled-
risk environment
where learners can
practice specific
behaviors and
experience the
impacts of their
decisions.

26. • Gamification is to Learning Game as:
– Part is to Whole
– Piece is to Puzzle
– Slice is to Pie
– Steering Wheel is to Car
• Gamification uses elements of games but is not
a game in-and-of itself.
What is this “game” stuff?

27. Gamification + Simulation = Learning Game
What is this “game” stuff?
Content Gamification: Content
changes to be more game‐like
Structural Gamification: Game
elements added to propel learner
through content.

28. Gamification
Elements that
Aid Learning
1. Story
2. Challenge
3. Mystery
4. Characters/Avatar
5. Challenge
6. Levels
7. Feedback
8. Replayability
9. Freedom to Fail
10.Asethetics
11.Time
12.Rewards

29. Gamification
Elements that
Aid Learning
1. Story
2. Challenge
3. Mystery
4. Characters/Avatar
5. Challenge
6. Levels
7. Feedback
8. Replayability
9. Freedom to Fail
10.Asethetics
11.Time
12.Rewards
NOT Enough Time 

30. Elements of
Games
1. Reward Structures
2. Feedback
3. Story
4. Challenge

31. Fishy… if it was that easy…this would be the most engaging
game in the world.

32. 20% increase in profile completion.

33. Use coins, points and rewards to provide feedback on
performance, updates on progress , level of correctness
and to show Mastery.
Kapp, K. M. (2012) The Gamification of Learning and Instruction. New York: Pfeiffer. Chapter Four. Pages 89-98.

34. The value, or size, of an anticipated reward influences
the motivational signal sent to the brain only within
the contexts of the reward system.
Howard-Jones. P.A., & Demetriou, S. (2008, September 11). Uncertainty and engagement with learning games.
Instructional Science, 37, 519-536.

35. Receiving a PREDICTABLE reward
releases one shot of dopamine.
Howard-Jones. P.A., & Demetriou, S. (2008, September 11). Uncertainty and engagement with learning games.
Instructional Science, 37, 519-536.

36. Receiving an UNPREDICTABLE reward
releases two shots of dopamine.
Yeah, me!
Howard-Jones. P.A., & Demetriou, S. (2008, September 11). Uncertainty and engagement with learning games.
Instructional Science, 37, 519-536.

37. What can you do?
Intelligently add game elements to
instruction. Use points, rewards
and badges to convey
meaning…not simply completion.

38. Feedback

40. Encourages players to focus their
attention thoughtfully on the
task rather than on simply
getting the right answer.
Shute, V. J., Ventura, M., Bauer, M. I., & Zapata‐Rivera, D. (2009). Melding the power of serious games and
embedded assessment to monitor and foster learning: Flow and grow. In U. Ritterfeld, M. J. Cody, & P.
Vorderer (Eds.), Serious Games: Mechanisms and Effects. Philadelphia, PA: Routledge/LEA. 295‐321.
Provide specific comments
about errors and suggestions
for improvement.

41. Leaderboards provide
opportunities for players to
receive feedback about their
performance as compared to
others.
Comparative and
relative feedback

42. What can you do?
Use feedback to inform and shape
behavior.

43. Researchers have found that the
human brain has a natural affinity for
narrative construction.
Yep, People tend to remember facts
more accurately if they encounter
them in a story rather than in a list.
And they rate legal arguments as more
convincing when built into narrative
tales rather than on legal precedent.
Carey, B. (2007) this is Your Life (and How You Tell it). The New York Times. Melanie Green
http://www.unc.edu/~mcgreen/research.html. Chapter 2 “The Gamification of Learning and
Instruction.

44. 1. Characters
Story Elements
5. Conclusion
2. Plot (something has to happen).
3. Tension
4. Resolution

45. NikePlus Stats for Karl

47. .
Provide a challenge
Jones, B., Valdez, G., Norakowski, J., & Rasmussen, C. (1994). Designing learning and technology for educational
reform. North Central Regional Educational Laboratory. [Online]. Available:
http://www.ncrtec.org/capacity/profile/profwww.htm and Schlechty, P. C. (1997). Inventing better schools: An action plan
for educational reform. San Francisco, CA: Jossey-Bass

48. What can you do?
Use meaningful stories. Provide the
context for the situation.

49. Examples

50. Profiting Pirates Design Challenge

51. http://ori.hhs.gov/thelab

56. Source:
http://blog.hubspot.com/blog/tabid/6307/bid/32993/How-Real-Businesses-Are-Using-Gamification-to-Spice-Up-Their-Marketing.aspx

57. http://www.financialsoccer.com/play/

58. http://rexonateens.magiclick.net/Game/?sid=7D848AA4-B8C8-4639-BAD7-461CA1F755D4

59. Since it was launched in the fall of 2006, it has been
played over 80,000 hours.
It boasts an average game play time of over 30
minutes per game play session.
http://www.chrysler.com/games/semantics.html

60. http://www.energyville.com/

61. Fantasy Election works like this: build a “dream team” of
candidates who are being truthful, transparent and civil on the
campaign trail + get active in Election ’12 = win bragging rights, up
to $25,000 cash

62. Candidates are evaluated based on
5 categories: constituent
engagement, honesty,
transparency, civility, and public
opinion.

63. Fewer than 20,000 Fantasy
Election players managed
to undertake 500,000
positive civic actions in
less than 2 months.
Website received nearly
140,00 unique hits but
only led to 10,000 active
players. .

64. Platforms

65. http://spbt2014.gamivent.com/index.php/play-expo-challenge

72. VENDOR
http://www.axonify.com/

73. VENDOR
http://www.theknowledgeguru.com/

74. VENDOR
http://www.bunchball.com/

75. VENDOR
http://www.badgville.com

76. Changing
Behavior with Games

77. Changing Behavior
Greitemeyer, T. & Osswald, S. (2010) Effective of Prosocial games on prosocial behavior.
Journal of Personality and Social Psychology. Vol. 98 . No. 2., 211‐221.

78. 28% helped to
pick up
pencils

79. 33% helped to
pick up
pencils

80. 67% helped to
pick up
pencils

82. 22%
intervened

83. 56%
intervened

84. Rosenberg, R.S. Baughman, S.L., Bailenson, J.N. (2013) Virtual Superheroes:
Using Superpowers in Virtual Reality to Encourage Prosocial Behavior. PLOS One., 8(1), 1‐9.
Flying around a virtual world
as a superhero made subjects
nicer in the real world. physical
world

85. 1) Games and Gamification are not the same thing but both
are powerful from an influence perspective.
2) Gamification is more than adding points, badges and
leaderboards.
3) Use stories rather than bulleted lists to present facts.
4) Use stories that are related to the context of the desired
outcome.
5) Present to engage and motivate.
6) Feedback should be targeted to specific needs.
7) Keep leaderboards relatively small, by department or
region—not by individual.
Takeaways

86. Copy of Slides and Notes available at
www.karlkapp.com
Contact Karl at:
karlkapp@gmail.com