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Gamification - How to Think Straight About

  1. 1. Gamification How to think straight about: Ville Ritola EFPSA Train Advanced Trainers 2014
  2. 2. 1. What gamification is and is not 2. Why and why not 3. How and how not Including: theory on motivation,design framework, game elements, examples! pictures! internets! lols(?) Contents
  3. 3. It is “the use of game attributes to drive game-like player behavior in a non-game context.” - Michael Wu, 2011. Hence, it’s not pure game design. So what is gamification?
  4. 4. - Personalization: avatar, customization - Immediate rewards & feedback, progress monitoring, clear goals - Rewards/Currency: points, badges, experience, levels - Novelty & Challenge: Sandbox, challenges, quests, collecting - Social: competition, leaderboards, community - Story: player journey, epic meaning, scheduled events Elements of gamification
  5. 5. - It can be a powerful tool to increase engagement and change behavior. - At its best it improves user experience - Increases engagement, learning, sharing and user-generated content. - It’s here to stay and will become commonplace in: - business application, education and behavior change programs So why should I care?
  6. 6. - Speed camera lottery - Bottle bank arcade - The play belt … brought to you by A case in point
  7. 7. Trainers are already masters of playful games. What gamification can add is an extra layer. And we do much more than “just” trainings. What’s in it for trainers?
  8. 8. “by 2014, 80 percent of current gamified applications will fail to meet business objectives primarily because of poor design.” - Gartner (Press Release 27.11.2012.) Can be perceived as manipulative and can replace intrinsic motivation with extrinsic. - Simply put, do it well or not at all. Why should you not?
  9. 9. Most of gamification is Skinnerian in nature, and can be highly effective when done right. In other words, rewarded behavior becomes more frequent. ... too bad we’re not pigeons. Flip any levers yet?
  10. 10. 1. Know what your players want 2. Come up with a way to measure it 3. Reward players for desired actions. → 4. Engagement ----> 5. Profit! A case in point: Samsung Nation Simple gamification
  11. 11. Gamification works when it brings out or enhances the experience people would like to have regardless. i.e. ... You can’t force anyone to like something. i.e. ... When player goals and organizational goals are aligned, everyone wins. A case in point: How to do it then?
  12. 12. - Autonomy - Mastery / Flow - Social relatedness - Purpose - Novelty / Unknown - FUN (elusive but ever important) What motivates people?
  13. 13. Nah. The design of the system should be user oriented and well executed. Preferably, it should also provide an immersive player journey. Good design trumps rewards. A case in point: That’s it?
  14. 14. 1. Define objectives 2. Define target behaviors. 3. Know what your players want 4. Devise the gamified system 5. Don't forget the fun 6. Design the appropriate tools - World Class Media Gamification design framework
  15. 15. - Gamification will not work unless the elements are connected to relevant motivating factors. - Rewards can shift the focus from intrinsic motivations into extrinsic - Has to evolve to sustain interest. “The way positive reinforcement is carried out is more important than the amount.” - B. F. Skinner Any caveats I should know?
  16. 16. 1. Do it well or not at all. 2. You can’t polish a turd 3. Know your players and what motivates them 4. Good design trumps rewards 5. Cater to different motivations 6. Don’t forget the fun 7. Keep it fresh Key reminders
  17. 17. … and don’t forget to have fun! Thank you!