Gamification Human motivation What is Gamification Gamification - PowerPoint PPT Presentation

Gamification Human motivation What is Gamification Gamification Examples Gameful Design Gameful Design Elements User Types 1

Motivation in Human-Computer Interactions What makes a computer system more/less enjoyable to use? How can we motivate users to interact more often with a system or complete specific tasks more often? How do we keep users engaged with our applications? A system may be great at performing its function, but users must be motivated to use it! 2

Theory of Motivation Intrinsic Motivation Occurs when the activity is enjoyable by itself Extrinsic Motivation Occurs when motivation comes from the expectation of earning something in return from completing an activity (e.g., reward, fulfillment of a necessity, knowledge gain, etc.) • Extrinsic motivations have several levels ranging from more external to more internal Factors that help people internalize their extrinsic motivations: • Autonomy : feeling free to choose one’s own goals and activities • Competence : feeling capable of accomplishing one’s goals and learning new things • Relatedness : feeling connected with other people Sources : Self-determination Theory (http://selfdeterminationtheory.org/theory/). S. Rigby and R. Ryan. Glued to Games: How Video Games Draw Us In and Hold Us Spellbound. Praeger: 2011. 3

Why Gamification? Gamification is mainly concerned with users’ motivation . What do games make experiences that motivate us to play? How can we foster the same type of motivation in activities that are not games? 4

Motivation in Games “Playing a game is a voluntary attempt to overcome unnecessary obstacles.” Bernard Suits The Grasshopper: Games, Life and Utopia. 3 rd Ed. Broadview, 2014. 5

Gamification Gamification is “the use of game design elements in non- game contexts” Sources : S. Deterding, D. Dixon, R. Khaled, L. Nacke. From Game Design Elements to Gamefulness : Defining “Gamification” . MindTrek ‘11. Andrzej Marczewski. 2015. 52 Gamification mechanics and elements . Gamified UK. 6

Gamification Source : S. Deterding, D. Dixon, R. Khaled, L. Nacke. From Game Design Elements to Gamefulness : Defining “Gamification” . MindTrek ‘11. 7

Gamification Gamification is “the use of game design elements in non-game contexts ” Education Health Fitness Nutrition Training Customer Human Team relations resources management Source : S. Deterding, D. Dixon, R. Khaled, L. Nacke. From Game Design Elements to Gamefulness : Defining “Gamification” . MindTrek ‘11. 8

Gamification Example - Fitbit 9

Gamification Example - Habitica 10

Gamification Example - Duolingo 11

Gameful Design: The Lens of Intrinsic Skill Atoms Source : S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335. 13

Gameful Design: The Lens of Intrinsic Skill Atoms Skill atom of inviting contacts: Source : S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335. 14

Gameful Design: The Lens of Intrinsic Skill Atoms Source : S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335. 15

Gameful Design: The Lens of Intrinsic Skill Atoms Problems identified with the skill atom of inviting contacts: • List of contacts was too long; the system did not limit and structure choice into clear and doable chunks (lens of bite-sized actions and limited choices ) • Feedback consisted of a single line of text; not juicy, surprising, or varied (lens of juicy , varied , and surprising feedback ) • Users did not receive clear feedback about their invitations (lens of immediate and actionable feedback , lens of graspable progress ) • The system did not offer any call to action after inviting contacts (lens of next best action ) Source : S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335. 16

Gameful Design: The Lens of Intrinsic Skill Atoms Suggested solutions: • Appeal to motives : “34 addresses that will soon be automatically kept up to date for you” • Next best action : “synchronize contacts from your address book?” • Juicy feedback : the number of invited contacts dissolves into an animation of butterflies that fly across the interface • Varied feedback : butterflies change unexpectedly with the kind and number of invitations Source : S. Deterding. The Lens of Intrinsic Skill Atoms: A Method for Gameful Design. Human-Computer Interaction, 2015, v.30, 294-335. 18

The Intrinsic Motivation RAMP Source : Gamified UK (Andrzej Marczewski). 19

The Gamification User Types Hexad Take the test: https://www.gamified.uk/UserTypeTest2016/user-type-test.php Sources : Gamified UK (Andrzej Marczewski). 20 G. F. Tondello, R. R. Wehbe, L. Diamond, M. Busch, A. Marczewski, and L. E. Nacke. 2016. The Gamification User Types Hexad Scale. In Proceedings of CHI PLAY '16. Austin, TX, USA. ACM.

The Gamification User Types Hexad 21 Source : Gamified UK (Andrzej Marczewski).

Groups of Gameful Design Elements Individual External Social Motivations Motivations Motivations Immersion Risk/Reward Socialization Progression Customization Assistance Incentive Altruism Icons are CC-BY 3.0 by Game-icons.net Source: G. F. Tondello, A. Mora, and L. E. Nacke. 2017. Elements of Gameful Design Emerging from User Preferences. 23 In Proceedings of CHI PLAY '17. Amsterdam, Netherlands. ACM, 129-142.

Example: How to make a gameful image tagging task? Source : Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo. 24

How to make a gameful image tagging task? Progress Feedback Source : Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo. 25

How to make a gameful image tagging task? Points and Levels Source : Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo. 26

How to make a gameful image tagging task? Badges Source : Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo. 27

How to make a gameful image tagging task? Unlockable Content (avatars) Source : Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo. 28

How to make a gameful image tagging task? Leaderboard Source : Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo. 29

How to make a gameful image tagging task? Challenges Source : Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo. 30

How to make a gameful image tagging task? Power-Ups Source : Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo. 31

Summary Gamification is “the use of game design elements in non-game contexts ” Gameful design aims to motivate and engage users by affording the feelings of relatedness , autonomy , and competence , or by giving rewards Gameful design works by studying and reframing the challenges involved in the user’s activity and supporting them with gameful design elements 32