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UXAustralia 2011: Gamification sucks
Welcome to my presentation!!


     Gamification SUCKs!!!!




             by Paris Buttfield-Addison
Paris Buttfield-Addison
                                  Secret Lab




        Director ofProduct Guy
                    Rhetorical Contrivance
Gamification

SUCKS
 This may come as a surprise to you.
The Secret Lab Guide to

Gamespotting
How many people like chocolate?


Would every food be vastly improved by
 the application of layer of chocolate?
Gamification is th  e use of game play
                        elements for no n-game applications


Gamification works by making
technology more engaging
                                  taking advantage of humans'
                                  psychological predisposition to
                                  engage in gaming.



 The technique can en  courage people to perform
 chores that they ordinarily consider boring, such as
 completing surveys, s hopping, or reading web sites.
why would you want to do that?

    Gamification is the use of game play
    elements for non-game applications

        Gamification works by making
        technology more engaging




    how does it do that?
thing         game social
                     mechanics

thing is now more appealing

   people are going to go nuts for this
game mechanics
increased engagement
snake oil image::
gambrian explosionWill Wright




The world of gamification sure does have a lot of silly words, doesn’t it?
applied psychology?
motivational design
                     thanks, Sebastian Deterding

suga
       r coa
             ting?
blah, blah, blah, fun!
   far too many people

                                        ut h?
                                   tr
                                of
                         gr ain
UXAustralia 2011: Gamification sucks
What’s the Swedish
Experiment tell us?

              sounds like a
           Robert Ludlum novel!
why would you want to do that?

     Gamification is the use of game play
     elements for non-game applications




    what gamification actually does
Gamification is the use of game play
elements for non-game applications


         what’s a game play element?
points
 BADGES
 SCORES
REWARDS
points
 BADGES
 SCORES
REWARDS
Many people are seeing it like this...
We shall give them worthless
points for doing this thing!




   I have a thing I want
      my users to do!
Mustn’t forget to throw on a
leaderboard so they compete!




    We’ll give them some
      badges too! Wow!
...?
       image:
Social media strategy


Gamification strategy
Gamification is reassuring. It gives Vice Presidents and
Brand Managers comfort: they're doing everything right,
and they can do even better by adding "a games
strategy" to their existing products, slathering on
"gaminess" like aioli on ciabatta at the consultant's
indulgent sales lunch.
It’s not just a layer to slather on.
Let’s laugh at my clients...
human                      psychology
“Motivating cons umer behavior through game mechanics”
                       appropriate challenges
          points       variable rewards
          levels
          scoreboards
                         pattern recognition
          achievements   curiosity
           badges       reputation & identity
           assignments    social proof
                          surprise
                             status
                           feedback loops
                           etc.
just mechanics
more than
mechanics

intrinsic vs. extrinsic
the real game play elements...
... are the things you can
    learn and master.
Mechanics, Dynamics, Aesthetics
nics
mecha
                     dyna
                          mics



     aesth
             etics
engaging? long term? short term?


     Gamification works by making
     technology more engaging




 how does it do that?
when to use it
  and how
User Goals




Product Goals
Motivational Design
                              User Goals
Don’t mess around here




  Product Goals
User Goals
          D ata   Points and Badges
    kin
Chec




Product Goals                StackOverflow
what’s wrong with gamification?

  motivational design
doing it properly


authenticity   mastery      freedom
doing it properly


authenticity
  intrinsic    achievement
                 mastery     autonomy
                              freedom
authenticity, meaning, etc...
What does Foursquare
 actually give you?
thing          game mechanics

thing is now more appealing

   people are going to go nuts for this
appealing thing with game mechanics


   people are going to go nuts for this
What we have learned from our users is that any
game aspect has to be, at least for finance, more
oriented toward some specific thing that you are
working toward: I want to buy a house or a car,
take a vacation, get out of debt, save for my
retirement or buy a big-screen TV, or whatever it
may be. Otherwise you have a system of points with
no levels or no end game.



             Aaron Patzer
UXAustralia 2011: Gamification sucks
An amplifier?
Status
UXAustralia 2011: Gamification sucks
Story?

Make you part of something bigger.
mastery
Tell us what you like and we’ll give you a
meaningless icon to entice your friends to
               do likewise.
UXAustralia 2011: Gamification sucks
Meh.
engagement     trinkets
figuring stuff out   fun!

     Learning
intrinsic vs. extrinsic
UXAustralia 2011: Gamification sucks
Learning is fun under
  optimal conditions.

    Raph Koster
How do I create optimal conditions?
Interesting
Challenges

  1. Goals

  2. Rules
Let’s laugh at my clients again...
Ask a golfer about this.




   A voluntary attempt to
overcome unnecessary obstacles.

        Bernard Suits
Signpost your goals

Structure your goals

Scaffold your goals.
UXAustralia 2011: Gamification sucks
Autonomy
If   he   had   been   a     great   and   wise
philosopher, like the writer of this book, he
would now have comprehended that Work
consists of whatever a body is obliged to
do, and that Play consists of whatever a
body is not obliged to do.



          Mark Twain
UXAustralia 2011: Gamification sucks
wo rk!
                         great

Less autonomous

Sloppy & less creative

More likely to cheat

More likely to quit
people feel controlled by the
 person giving the rewards
how do you maintain autonomy?


       mix and match!
UXAustralia 2011: Gamification sucks
People turn up for one reason.




   People stay for another.
badges etc.
   Identify your life cycle.
            activities
  Newbie
                    recognition
           Expert
                     Master
Laughing at a client one last time...

     We’d like a turn key gamification solution
        within the next 3 weeks, thanks!
The usual tired example.
    Great example.
UXAustralia 2011: Gamification sucks
Nike Plus


motivating fitness?
sign post
meaningful reward
                             sharing


sign post




                positive reinforcement
Rules of Gamespotting
 Rule of Gamespotting




Not everything can be gamified.
Design for the people who are
actually using the damn thing.
Look for opportunities to deeply entwine the
    gamification with your core product.
Stuff from games doesn’t make
things fun, engaging or popular.


     Games are fun when
     they’re well designed.
Strive for the long wow.



    But start small.
Did
Did you mean: nag a ram
    you mean: recursion
UXAustralia 2011: Gamification sucks
Don’t start with badges.
Not every compelling interaction is fun.
Allowing users to discover the
   utility in your product
I will give you candy if you click
           the button.


 I will take away your candy if
   you don’t click the button.
what’s wrong with gamification
      what it actually does

         when to use it
Thank you.
            @parisba
      paris@secretlab.com.au



Slides online within a week or so.

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