Gameful Design for Libraries

BEFORE WE BEGIN…
After sitting through a lego workshop before my talk, I decided to insert a few slides before my “official” set of slides for the talk.

These are games.
Patrick Q: http://www.flickr.com/photos/patrick_q/293314242/

These are *toys*.
C Slack: http://www.flickr.com/photos/slackpics/4289782818/

GAMES ≠ TOYS
GAMES ≠ GAMIFICATION

MOOCS,
E-LEARNING,
& GAMIFICATION
Elizabeth Lane Lawley
Rochester Institute of Technology
School of Interactive Games & Media
Lab for Social Computing @ the MAGIC Center
Original ﬁrst slide for the talk.

Taxonomy of the Lean Startup Anti-Pivot
by Tristan Kromer
http://www.slideshare.net/Deridian/taxonomy-of-the-lean-startup-antipivot
When I told some of my students I was giving a talk at a conference on gamification, they sent me this slide, which is funny because it’s
true.

Mind if I cut in here?
Sebastian Deterding:
Visiting Professor, RIT
MAGIC Center &
Interactive Games & MediaSebastian recently gave a presentation at the Game On: Exploring Innovative Pedagogies Symposium, Charles Darwin University, Darwin,
Australia,
http://www.slideshare.net/dings/gameful-design-for-online-learning . Rather than trying to recreate his slides, I’m blatantly stealing a
series of them, but with full attribution!

http://www.slideshare.net/dings/gameful-design-for-online-learning

www.slideshare.net/dings/gameful-design-for-online-learning

WHAT DO GAME DESIGNERS
HAVE TO SAY ABOUT THIS?
Well, that’s just one guy’s opinion, right?

“Gamification is an inadvertent con. It
tricks people into believing that there’s
a simple way to imbue their thing ...
with the psychological, emotional and
social power of a great game.”
Margaret Robertson:
Can’t Play, Won’t Play (2010)
http://hideandseek.net/2010/10/06/cant-play-wont-play/

“-ification involves simple,
repeatable, proven techniques.
[It] is always easy and
repeatable, and it’s usually
bullshit.”
Ian Bogost:
Gamification is Bullshit (2011)
http://www.bogost.com/blog/gamification_is_bullshit.shtml
http://gamifyforthewin.com/2011/09/video-opening-debate-at-for-the-win/
Expanded version in the upcoming book The Gameful World

WELL.
OKAY, THEN.
LET’S TRY AGAIN...

UNDERSTANDING
GAMEFUL DESIGN
Elizabeth Lane Lawley
Rochester Institute of Technology
School of Interactive Games & Media
Lab for Social Computing @ the MAGIC Center
I have a long history of bait-and-switch at conference talks. I’m not really talking about “gamiﬁcation” today, I’m talking about what
people like Sebastian have taken to calling “gameful design.”

GAMES & MOTIVATION
And gameful design is very much about motivation.

“[T]he four player types [are] achievers, explorers, socialisers
and killers. […]
Achievers are Diamonds (they're always seeking treasure);
explorers are Spades (they dig around for information);
socialisers are Hearts (they empathise with other players);
killers are Clubs (they hit people with them).”
Richard Bartle:
“Hearts, Clubs, Diamonds, Spades:
Players Who Suit MUDS” (1996)
Richard Bartle, an early MUD (multi-user dungeon) designer, identified a set of player types that relate to motivation, and this framework
gets used often in thinking about games and their players.
http://www.mud.co.uk/richard/hcds.htm

ACTING
INTERACTING
PLAYERS WORLD
KILLERS ACHIEVERS
EXPLORERSSOCIALIZERS
Bartle’s types in chart format.

“Narratives often blurred the boundaries between
well-defined motivation categories. […I]t made
sense to abandon framing what was happening as
motivation changes and to think about the
narratives more broadly as player life-cycles or play
trajectories.”
Nick Yee
The Daedalus Project
“Player Life Cycles” (2007)
Nick Yee, who has a PhD in psychology from Stanford, and now works for Ubisoft, spent years collecting data on MMO players, and
developed a richer framework for understanding players in that type of game environment. These player narratives are interesting and
useful in thinking about the player (or “user”) life cycle in many contexts.
http://www.nickyee.com/daedalus/archives/001588.php

MMO PLAYER STAGES
Entry Practice Mastery Burnout Recovery

MMO PLAYER STAGES
▷ Newcomer Euphoria
▷ Playing With Others

MMO PLAYER STAGES
▷ Ramping Up/Progression
▷ Solo to Group

MMO PLAYER STAGES
▷ Staying for Friends/Casual Guilds
▷ High-End Content/Serious Guilds
▷ Social/Community Leadership
▷ PvP/Competition

MMO PLAYER STAGES
▷ Grind Burnout
▷ Social/Raiding Burnout
▷ Restarts
▷ Nothing Left to Do

MMO PLAYER STAGES
▷ End-Game Casual

“The 4 Fun Keys create games’ four most important
emotions:
1. Hard Fun: Fiero – in the moment personal triumph
over adversity
2. Easy Fun: Curiosity
3. Serious Fun: Relaxation and excitement
4. People Fun: Amusement”
Nicole Lazzaro:
The 4 Keys 2 Fun
http://www.nicolelazzaro.com/the4-keys-to-fun/

http://www.nicolelazzaro.com/the4-keys-to-fun/

http://www.slideshare.net/NicoleLazzaro/ux-week-the-future-of-ux-is-play

“An understanding of human
motivation requires a consideration
of innate psychological needs for
competence, autonomy, and
relatedness.”
Richard Ryan & Edward Deci:
The What & Why of Goal Pursuit
(2000)
Much of my current thinking about motivation has been shaped by the work on Self-Determination Theory (SDT) developed by Deci & Ryan.
http://www.tandfonline.com/doi/abs/10.1207/S15327965PLI1104_01

FUN --> VOLUNTARY ?
What do you do for fun? Would I necessarily find that fun? Would you still find it fun if someone was expecting you to do it?

FUN --> VOLUNTARY ?
NO!

FUN --> VOLUNTARY ?
VOLUNTARY --> FUN !
NO!

Competence? Yes.
Autonomy? Maybe.
Connectedness? No.

Competence? Yes.
Autonomy? Yes.
Connectedness? Yes!

Drive provides a very accessible overview of SDT and other motivation research, but it’s also an oversimpliﬁed version.

INTRINSIC
MOTIVATION
EXTRINSIC
MOTIVATION
The oversimplication of SDT has led people to assume that intrinsic (autotelic) motivation is always better than extrinsic (external)
motivation.
(Image: cscarlett15 on DeviantArt http://cscarlett15.deviantart.com/art/Loki-and-the-Loon-chibis-329305370 )

INTRINSIC
MOTIVATION
EXTRINSIC
MOTIVATION
The oversimplication of SDT has led people to assume that intrinsic (autotelic) motivation is always better than extrinsic (external)
motivation.
(Image: cscarlett15 on DeviantArt http://cscarlett15.deviantart.com/art/Loki-and-the-Loon-chibis-329305370 )

“Intrinsic and extrinsic
motivation is not a dichotomy,
it’s a continuum.”
Scott Rigby:
Intrinsic & Extrinsic
Player Motivation
(2012)
It’s not that clear-cut, though, and a more careful reading of SDT shows that. Scott Rigby, who studied with Deci & Ryan, gave a great talk
at GDC in 2012 explaining this difference.
http://www.immersyve.com/downloads/conference-presentations/SRigby_GDC%202012_Intrinsic%20and%20Extrinisic%20Motivation
%20in%20Players.pdf

This is based off of a similar slide by Scott in his presentation. The ﬁrst and last are easy to categorize as “intrinsic” and “extrinsic”.
But often there are motivations that lie in the middle that are harder to understand without a continuum.

I love
hiking!

I’m glad I’m
getting paid
for this.
I love
hiking!

I’m glad I’m
getting paid
for this.
I need to lose
weight. Maybe
this will help.
I love
hiking!

A LITTLE HISTORY…
turns out a lot of us have been talking about what is now called “gamification” for a long time. we just weren’t using the “ification”
suffix.

May 2008
October 2008
October 2011
Three keynotes, given at three different library conferences, all talking about these ideas.

Great Mary Poppins song (but the youtube video now has no sound, due to DMCA :
( )

(August 2006)
The grind is something I respond to, and have thought a lot about.
http://terranova.blogs.com/terra_nova/2006/08/in_praise_of_th.html

REAL WORLD GAMES:
Libraries have been using game mechanics for a loooong time.

GAME MECHANICS AND GOALS:
THE FIRST FIVE MINUTES
• Understanding
• Accomplishment
• Progression
• Acquisition
• Communication
In
the
October
2008
talk,
I
talked
about
the
importance
of
the
first
five
minute
experience,
and
did
live
demos
of
both
WoW
and
SL’s
first
five

minutes.
These
were
the
aspects
I
discussed,
which
are
relevant
to
all
kinds
of
gameful
design.

WoW first five minute experience (live demo at conference)

Second Life first five minute experience (live demo)

EMERGING GAMIFICATION
< 2011 >
I ﬁnally used “iﬁcation” at the 2011 IL conference...

"My point is that the 'fun', the pleasure of
these elements does not come from some
extrinsic reward value of those elements,
but chiefly from the experience of
competence they give rise to.”
Sebastian Deterding:
Gamification by Design –
A Response to O’Reilly (2011)
And I was quoting Sebastian even then.
http://gamification-research.org/2011/09/a-quick-buck-by-copy-and-paste/
http://gamification-research.org/2011/09/gamification-by-design-response-to-oreilly/

It’s the autonomy, stupid.
For this to be successful, it has to be voluntary, fun, and engaging. They have to vest in it as creators, not just consumers. This is the key takeaway from
Deci & Ryan’s SDT work. We know this because we asked them J

And I talked about the launch of our new “gaming layer” for undergraduate students, Just Press Play.

‹❮ 2013 ›❯
So, what happened?

I’d love to tell you it was all spectacularly successful. But no, it wasn’t.

Flickr: amboo who
But it’s been far from a total failure, or I wouldn’t be willing to talk about it to so many people!
http://www.flickr.com/photos/amboo213/4020584983/

MISTAKE #1:
UNREALISTIC TIMELINE
We made a bunch of mistakes. The first was too short a development timeline. Don’t underestimate how hard the technology *and*
content design for a good gameful design can be.

MISTAKE #2:
TANGIBLE ELEMENTS
Tangible was a good aim, but requires a lot more technical and production support—keeping things working, generating new cards, etc. And
the codes were a terrible idea.

MISTAKE #3:
CATEGORIES
& LEVELS
MISTAKE #4:
COMPLEX UI
We made a system that was too complex and had too many barriers for the kind of lightweight engagement we wanted

MISTAKE #5:
WALLED GARDEN
And we made it a walled garden. “Public” really meant “visible to all players”, not to the whole world. Made it difﬁcult to share things
and brag about them.

2012 RELAUNCH
Lather, rinse, repeat..
So we took what we’d learned, and iterated on it.

The only reason we could do this is because Microsoft Research had given us enough ﬁnancial support to be able to iterate over
the long term, which meant paying student developers.

We relaunched in 2012, and fixed a number of problems.

Autonomy: entirely optional to play, no achievements are required to progress
Connectedness: primary focus; many “social” achievements, many group activities; but the site itself doesn’t facilitate connectedness
Mastery: our weakest area; we’re working on making things scarcer and/or more challenging

2013 RELAUNCH
Lather, rinse, repeat..
However, we still weren’t providing enough fresh information, sense of mastery/accomplishment, or opportunities to interact with
other players. So we’re iterating again.

The new version will include the ability to comment on nearly everything, as well as the ability to share things to Facebook easily.

We’ve improved the ability to see and reﬂect on your accomplishments, and provided more motivation to illustrate accomplishments
with photos and stories.

We’ve moved it to an Azure framework, and significantly improved the database, backend, and frontend code. Planned open source
release of the code base: December 2013!

SUGGESTED READINGS
I’m a librarian. I feel compelled to give you an annotated bibliography!

SCOTT NICHOLSON
SCOTTNICHOLSON.COM
Scott’s doing great stuff on games and gamiﬁcation in a library-speciﬁc context.

http://scottnicholson.com/pubs/index.html

http://infospace.ischool.syr.edu/2013/09/30/gaming-and-play-in-the-library-a-brief-
history/

ANDREW WALSH
@ANDYWALSH999
Andrew Walsh at the University of Huddersfield, too!

http://librarygame.co.uk/
http://librarygame.tumblr.com/

evernote.com/pub/mamamusings/librarygamification
https://www.evernote.com/pub/mamamusings/librarygamification

SEBASTIAN DETERDING
CODINGCONDUCT.CC
http://codingconduct.cc/

Steffen P. Walz & Sebastian Deterding (eds.) – Due out end of 2013
The Gameful World: Approaches, Issues, Applications. Cambridge, MA: MIT Press
gamefulworld.org / twitter: @gamefulworld
http://gamefulworld.org

AMY JO KIM
SHUFFLEBRAIN.COM
http://shufﬂebrain.com/

http://www.slideshare.net/amyjokim/presentations

IAN BOGOST
BOGOST.COM
http://bogost.com/

http://www.amazon.com/gp/product/
0262026147

LAWLEY.RIT.EDU
SLIDESHARE.NET/MAMAMUSINGS
http://lawley.rit.edu/
http://slideshare.net/mamamusings/

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