gamification - student.cs.uwaterloo.cacs349/w20/slides/gamificatio… · Gamification Gamification is “the use of game design elementsin non-game contexts” 6 Sources: S. Deterding,

GamificationHuman motivationWhat is GamificationGamification ExamplesGameful DesignGameful Design ElementsUser Types

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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!

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Theory of Motivation

Intrinsic MotivationOccurs when the activity is enjoyable by itself

Extrinsic MotivationOccurs 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

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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.

Why Gamification?

Gamification is mainly concerned with users’ motivation.

What do games make us experience that motivate us to play?

How can we foster the same type of motivation in activities that are not games?

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Motivation in Games

Bernard SuitsThe Grasshopper: Games, Life and Utopia. 3rd Ed. Broadview, 2014.

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“Playing a game is a voluntary attempt to overcome unnecessary

obstacles.”

Gamification

Gamification is “the use of game design elements in non-game contexts”

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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.

Gamification

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

Gamification

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Education Health Fitness Nutrition

Training Customer relations

Human resources

Team management

Gamification is “the use of game design elements in non-game contexts”

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

Gamification Example - Fitbit

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Gamification Example - Habitica

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Gamification Example - Duolingo

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Gamification Example - CS 349

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Gameful Design: The Lens of Intrinsic Skill Atoms

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

Gameful Design: The Lens of Intrinsic Skill Atoms

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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.

Gameful Design: The Lens of Intrinsic Skill Atoms

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

Gameful Design: The Lens of Intrinsic Skill Atoms

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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.

Gameful Design: The Lens of Intrinsic Skill Atoms

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Screenshot of a success message prototype:

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

Gameful Design: The Lens of Intrinsic Skill Atoms

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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.

The Intrinsic Motivation RAMP

19Source: Gamified UK (Andrzej Marczewski).

The Gamification User Types Hexad

20Sources: Gamified UK (Andrzej Marczewski).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.

Take the test:https://www.gamified.uk/UserTypeTest2016/user-type-test.php

The Gamification User Types Hexad

21Source: Gamified UK (Andrzej Marczewski).

Gamification Elements

22Source: Gamified UK (Andrzej Marczewski).

Groups of Gameful Design Elements

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Individual Motivations

Immersion

Progression

External Motivations

Risk/Reward

Customization

Incentive

Social Motivations

Socialization

Assistance

AltruismIcons are CC-BY 3.0 by Game-icons.netSource: G. F. Tondello, A. Mora, and L. E. Nacke. 2017. Elements of Gameful Design Emerging from User Preferences. In Proceedings of CHI PLAY '17. Amsterdam, Netherlands. ACM, 129-142.

Example:How to make a gameful image tagging task?

24Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.

How to make a gameful image tagging task?Progress Feedback

25Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.

How to make a gameful image tagging task?Points and Levels

26Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.

How to make a gameful image tagging task?Badges

27Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.

How to make a gameful image tagging task?Unlockable Content (avatars)

28Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.

How to make a gameful image tagging task?Leaderboard

29Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.

How to make a gameful image tagging task?Challenges

30Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.

How to make a gameful image tagging task?Power-Ups

31Source: Gustavo Fortes Tondello. 2019. Dynamic Personalization of Gameful Interactive Systems. PhD Thesis, University of Waterloo.

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

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