GWC14: Andrzej Marczewski - "User types & player types in gamification"

User Types & Player Types in Gamification

Andrzej Marczewski@daverage

Gamified.co.uk

Player Types

Meant for games

And people who look like this

By Timothy Saccenti and Mr Toledano

Not the real world

And people who look like this

Gamification User Types Hexad

Disruptor

Player

Phi

lant

hrop

ist

Free Spirit

Socialiser A

chie

ver

Change

Reward

Pur

pose

Mas

tery

Relatedness

Autonom

y

Gamification User Types Hexad

Disruptor

Player

Phi

lant

hrop

ist

Free Spirit

Socialiser A

chie

ver

Change

Reward

Pur

pose

Mas

tery

Relatedness

Autonom

y

Relatedness

Autonomy

Mastery

Purpose

RAMP FrameworkIntrinsic motivation framework

Gamification User Types Hexad

Disruptor

Player

Phi

lant

hrop

ist

Free Spirit

Socialiser A

chie

ver

Change

Reward

Pur

pose

Mas

tery

Relatedness

Autonom

y

ChangeInnovation Platform

Voting / VoiceDevelopment Tools

AnonymityLight Touch

Anarchy

RewardPoints / XP

Physical Rewards / PrizesLeaderboards

Badges / AchievementsVirtual Economy

Lottery / Game of Chance

Pur

pose

Ser

ious

Fun

Mea

ning

Car

e-ta

king

Acc

ess

Col

lect

& T

rade

Gift

ing

/  S

harin

g

Sha

ring

Kno

wle

dge

Mas

tery

Har

d Fu

nC

halle

nges

Cer

tific

ates

Lear

ning

/ N

ew S

kills

Que

sts

Leve

ls /

Pro

gres

sion

Bos

s B

attle

s

Autonom

y

Easy Fun

Exploration

Branching C

hoices

Easter E

ggs

Unlockable C

ontent

Creativity Tools

Custom

isation

Relatedness

People Fun

Guilds / Team

s

Social N

etwork

Social S

tatus

Social D

iscovery

Social pressure

Com

petition

User Types in Use

Disruptor

Player

Phi

lant

hrop

ist

Free Spirit

Socialiser A

chie

ver

Change

Reward

Pur

pose

Mas

tery

Relatedness

Autonom

y

PurposeSerious Fun

MeaningCare-taking

AccessCollect & Trade

Gifting /  SharingSharing Knowledge

Philanthropist

Supporting User Types

ChangeInnovation Platform

Voting / VoiceDevelopment Tools

AnonymityLight Touch

Anarchy

Disruptor

Supporting User Types

AutonomyEasy Fun

ExplorationBranching Choices

Easter EggsUnlockable Content

Creativity ToolsCustomisation

Free Spirit

Supporting User Types

MasteryHard Fun

ChallengesCertificates

Learning / New SkillsQuests

Levels / ProgressionBoss Battles

Achiever

Supporting User Types

RewardPoints / XP

Physical Rewards / PrizesLeaderboards

Badges / AchievementsVirtual Economy

Lottery / Game of Chance

Player

Supporting User Types

RelatednessPeople Fun

Guilds / TeamsSocial NetworkSocial Status

Social DiscoverySocial pressure

Competition

Supporting User Types

Socialiser

Spread of Types

46% 8% 18%

Spread of Types

8% 8% 12%

Achiever46%

Disruptor8%

FreeSpirit12%

Philanthropist8%

Player8%

Socialiser18%

Spread of TypesBased on survey of over 800 people

Everyone is different!

Plan for that if you want to succeed