Many moons ago, I wrote a piece on Feedback Loops
a system used in games to help balance or unbalance a system. Whilst I was designing the boards for my gamification inspiration cards
I started playing around with the idea of activity loops. These are essentially the same idea as feedback loops, but rather than balancing or unbalancing a system, they are used to encourage a user along a desired path of activity.
The user performs an action or undertakes an activity successfully and something happens in the system. This may be a direct reward, an unlock a change in the way the system behaves for them - anything that has a positive impact.
The above example shows the basic activity loop required in a review site that unlocks new features based on activity. Initially the user is only allowed to rate reviews. After they have reached a certain level, access to commenting is opened for them. In this example, this would eventually unlock the ability to write their own reviews,... Read the full article...
One of the day to day activities that I gamify in my life, is driving. More specifically, driving economically. Best of all, you don't need to have some expensive gamified car (like the leaf) or any apps.
My car, like most now, has an on-board computer. I have this set to always show me my current miles per gallon (MPG). The game that I play with myself revolves around keeping the MPG number as high as possible. I do this by basically driving sensibly. Not having the air-con on all the time, being in the right gear etc. It is a very simple bit of gamification that revolves around two basic mechanics. Feedback and reward.
What I realised recently is why I am doing this and how it flies in much of what I talk about with gamification. I do it to save money. Pure and simple and totally extrinsic (on the surface of it at least). If I drive efficiently, I save petrol and in turn save money! I could kid myself into thinking that driving efficiently will save the planet and key... Read the full article...
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I don’t know what it is, but I love cards. I think it stems from my parents, who were avid Bridge players. We always had several decks Bridge cards lying around. I like how they feel in your hand, how they smell, how they sound as you shuffle them. When I first discovered that people had been producing sets of cards for everything from project management to game design and of course gamification, I was a happy man! I own several of these kinds of decks now and love them all.
However, as I was developing my own theories, especially my User Types, I found the decks I had a little less useful to me. So, rather than trying to bend them to my needs, I decided to create my own – the Gamification Inspiration Cards.
About the cards
These cards are designed to help inspire ideas and build new and interesting gamified solutions. They have been developed to work hand in hand with my... Read the full article...
I thought I would dig into some of the User Types a little more deeply from time to time. This week I would like to look at Free Spirits - as they have been causing a little confusion for some.
These types are looking for autonomy and some form of freedom, both of "movement" and expression, in your system. This can come in several forms, but for our purposes I want to concentrate on two main variations of our Free Spirit.
This type is interested in finding the boundaries of their environment. In a gamified system, this will be expressed by looking for other ways to achieve things, or loopholes that allow them to access new and interesting stuff.
If you have created some sort of virtual world as part of your gamified system, they will find the cracks in it. If you have a bug that means that going to the edge of the map makes you fall to infinity - they will be the first to find it.
If you want to engage this kind of user, you have to give up a little of the... Read the full article...
Before I launch into this weeks (slightly late) blog, I just wanted to shamelessly tout for your vote!. GSummit have a vote going for the top 10 most influential people in gamification. If you think that I may fit in there, I would really love a vote. You can vote for more than one person as well! Take a look here http://list.ly/list/Ef2-most-influential-people-in-gamification
On with the show!
One of the questions I get asked all the time is,
"What if people just don't want to play your game? How do you engage them?".
The answer comes in two parts, both as important as each other. One you may not like, but you have to accept it!
The first is, make sure you have designed the system properly. If you have just added some badges and a leaderboard, then you are going to engage a very small number of people for any length of time. Consider looking at the User Types
and design more to support them. People often say that people don't engage with gamification because... Read the full article...
What follows is the abstract fro a Bachelor Thesis by Raphael Schönen
A while back he interviewed me and a few other gamification experts to help with his theses. If you want to find out more, please contact him at firstname.lastname@example.org
This bachelor thesis is an initial scientific attempt to determine the relevance and implications of Gamification in the Change Management context. Special focus lies on answering the leading question whether and when Gamification can be used as a tool for Change Management. Therefore practical guidance is provided for companies which aim to apply Gamification in the Change Management context.
The theoretical framework of this paper is based on a combination of literature review and the analysis of expert interviews. A qualitative approach was chosen because it can provide a new way to acquire deep understanding about the phenomenon studied.
The main contribution is an empirically justified framework, which gives guidance on when to... Read the full article...
Hello one and all. This week, I don't have much for you! It happens from time to time, but I thought I would share a couple of things with you.
First, thanks for all the responses to the User Type survey. If you have not done it yet, please do http://marczewski.me.uk/UserTypeTest/user-type-test.php
, if you did it when it first got released. please do it again! I had to make some changes and this time there is an effort to make the results scientifically relevant!
Next, I have started a new website, gamified.co.uk
. It is a news site where I am posting anything that I feel people will find interesting if they are interested in gamification. I have done the whole "curation" thing for a while, but wanted to make it a little more accessible to others. Hope you like it.
Also, little post I did for the Capgemini Capping IT Off blog - Video games could help save the world - are you ready to accept that?
Finally, a little fun. I found myself explaining my user types in terms... Read the full article...
Whenever I speak to people in the circles within which I hang out, one of the things I keep hearing is story and narrative. "You have to tell your story", "What is the narrative?", what is the companies story". To be honest it drives me a little nuts, but that's by the by. The fact is, these are important things to consider. One of the things that has got me thinking, is what is the difference between story and narrative?
Story seems to have quite a few definitions. According to the Oxford dictionary it is:
an account of imaginary or real people and events told for entertainment
a report of an item of news in a newspaper, magazine, or broadcast
an account of past events in someone’s life or in the development of something
the commercial prospects or circumstances of a particular company
Whilst narrative is defined as:
a spoken or written account of connected events; a story:
So really, story and narrative are pretty much the same thing! For me the most... Read the full article...
First things first, thanks to everyone who has completed the User Types 2.0
survey. If you have not done so, please take a few minutes to fill it in. I am trying to make this one a little more scientific so that the results can be used to help us all build better systems!. Check out the results so far
. If you have done it, but want to play with the charts a bit, you can use the User Type Analysis Tool
. This lets you manually put the values in and suggests what kind of mechanics and ideas may work for the dominant user type(s).
A while back, I did a talk at Gamification World Congress 2013
and introduced what I called the Employer Promise.
Well, I have thought about it over the months and decided that there is more to it. A set of values that both employer and employee should be able to promise.
The employer should treat the employee fairly, they should trust them and should pay them fairly. In... Read the full article...
The UK’s first meeting dedicated to gamification has been announced for March 26-27th in London.
Leading international gamification experts are due to speak at the first ever Enterprise Gamification Europe, a two-day event dedicated to helping marketing and digital professionals marketers and apply gamification to help improve their business modelling in the ever-changing, completive and fast-pace game of marketing.
Following a run of recent articles in MarketingWeek and other major publications, ‘gamification’ has set the blogosphere on fire and is the talk of customer-facing marketing and sales from some of the world’s leading brands.
So what is gamification? The practice of applying game theory (essentially a good dose of behavioural psychology) to traditional marketing, sales and engagement methods.
There are already many examples of successful gamification demonstrating significant increases in revenue, customer acquisition, customer loyalty and... Read the full article...
First off, can I ask you all to go and take my new User Types test? I really want to test it out. Let me know if you think to results are fair or way off. Ping me on twitter (@daverage) and thanks!
This week I wanted to outline my process of problem solving. This may sound strange and it may be utter rubbish, but many have commented on how I go about it!
Problems are like puzzles that need to be solved. You know what the desired outcome is, you just have to figure out how to get there with the information you have available.
Let us examine the following client comment. "We want need a better application screening process".
Define the problem
The first step is to define the problem - seems obvious, but so many try to find a solution before they understand the problem, so take the time to step back and analyse it. In this case it seems obvious that the client wants a new application screening process. So the problem is "How do you make a better application screening... Read the full article...
I don't often post press releases here, but this one excites me! Razer is a company that has produced gaming peripherals for years now. Used by pros and casual gamers alike, they always produce distinctive and interesting kit.
So when they announced they were going to release a fitness like band, I had to find out more!
It turns out they have made a competitor product to the likes of FitBit (which I use) and Nike Fuel Band (which I can't afford!!). Not only does it look really cool, it has a boat load of features. Rather than just a fitness tracker, it is a full features smart watch, showing you incoming calls and notifications. It is a fitness tracker, with location awareness and all sorts iof other bio data. Finally it is social, with band to band communications.
The other reason I have decided to post about it, they mention gamification as one of the features. As such, I have asked for a unit to do a full review of - with luck I will have one soon to do just that... Read the full article...
The more I consider motivation, the more I realise it is one of those things we in gamification use as a catch all. It's a bit like how we treat the term "game mechanics" and, well, gamification!
Generally speaking, you will hear the terms intrinsic and extrinsic when motivation is spoken about. You will hear Deci & Ryan, Dan Pink, Maslow and more spoken about. However, when it comes down to it our argument is always the same. Intrinsic motivation is always better than extrinsic rewards. At times you will also hear a futher comment that a balance of extrinsic rewards and intrinsic motivation will yield the best results.
I myself bang on about RAMP
; relatedness, autonomy, mastery and purpose. I talk about supporting these motivators with well planned and thought out extrinsic rewards and nudges. However, It seems to me that motivation has several layers and we only seem to speak about one or two of them. There is a more fundamental and core level of motivation that we all... Read the full article...
Happy New Year everyone. I was going to start the year with a little article on how I problem solve, but an opportunity arose to write about something that I have been wanting to write about for a while!
When extrinsic rewards go bad
A couple of nights ago, I was bombarded with notices about comments on one particular blog post. Each was from a different, but similar anonymous email address and contained “Nice post xxx” where xxx was a number. Each comment also came from the same IP address. I was about to block the IP totally, when I noticed that the leaderboard on my site had one very clear leader. It also showed that had a very unusual stream of activity – multiple comments on one post, multiple likes and tweets and g+ across pages and more. They had found a loop hole in the way CaptainUp manages scores. I knew it would probably happen and truth be told the culprit was not a great surprise to me. What did surprise me was an article that he then published about his... Read the full article...
Happy 2014 everyone! Just a quick post to show you all what the top 10 pages and articles have been on my blog in the past 12 months. It fills me with joy just how popular the User Types have been!
Marczewski's User Types
Marczewski's User Types and Nicole Lazzaro's 4 Keys 2 Fun
Game Mechanics and Gamification
The Differences between Gamification and Games
My Gamification Framework
The Effect of Time on Decision Making
Supporting Marczewski's User Types
Gamification in the Wild - Examples and Case Studies
Extrinsically and Intrinsically Motivated User Types
Game Thinking - Breaking it Down
I'm looking forward to exploring the types more this year, but also getting some more facts and figures behind them (probably...).
My wishes for this year are to get more involved in the practical side of gamification, working closer with the industry as a whole. Doing more talks (UK, get your act together and start doing more gamification events - I am really... Read the full article...