What is, what is not and where it is useful Alberto Signoretti Nuno Almeida Diogo Vieira Ana I. Martins António Teixeira

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1 GAMIFICATION What is, what is not and where it is useful Alberto Signoretti Nuno Almeida Diogo Vieira Ana I. Martins António Teixeira

2 FIRST... First of All Just after lunch??? You must be kidding!!! kkkkk If you came to this presentation And/or if it is you during the presentation You will loose the PRIZE!!!

3 First of All A little game Let s try a gamification for this presentation Playing a memory game There are several signs hidden in the slides Colors, shapes, words A lot of things Find the hidden signals during the presentation What means: PAY ATTENTION!! Don t be the suricato!!! When you see the chart It s time to play Use your smartphone or computer and go to the game page Play the game The best score with the short time wins the PRIZE!!!

4 First of All A little game Wellcome to a Gamification journey

First of All I am not an EXPERT (there are some evangelists ) I am a researcher Gamification is a very tricky Buzzword Well, who am I and the group I am working with?

Department of Electronics, Telecommunications and Informatics / Institute of Electronic Engineering and Telematics of Aveiro Research Areas: AI, Multi Agent

5 First of All I am not an EXPERT (there are some evangelists ) I am a researcher Gamification is a very tricky Buzzword Well, who am I and the group I am working with? UERN/DI State University of Rio Grande do Norte / Department of Informatics (an Italian Brazilian guy lost in Portugal ) UA/DETI/IEETA University of Aveiro / Department of Electronics, Telecommunications and Informatics / Institute of Electronic Engineering and Telematics of Aveiro Research Areas: AI, Multi Agent simulations, Gamification, Virtual assistants, Elderly support We will talk about Gamification: Before the Bullshit Era Ian Bogost, 2011 After the Bullshit Era Janet H. Murray, 2013 Hope!

6 First of All Perception What is the human perception? The process or state of being aware of something Insight or knowledge gained by thinking The capacity for such insight or knowledge Why we see things different? Why girls always find when the boys lie? Why girls see salmon and the boys see beige? What gamification has to do with perception? Everything!!!

7 First of All Perception For whom we create things? For USERS!!! What Really matters? The perception of the USER!!! What we can consider as a baseline? Give to others the same you want to receive!!!

8 Gamification - Origins Gamification as a term originated in the digital media industry. The first documented use dates back to 2008 The term did not see widespread adoption before the second half of 2010 The same as: productivity games surveillance entertainment funware playful design behavioral games game layer applied gaming exploitationware (The bullshit definition) This is why it is really difficult to become an EXPERT!!! Ok! This is only a JOKE!!!

9 Gamification - Definitions The adoption of game technology and game design methods outside of the games industry The process of using game thinking and game mechanics to solve problems and engage users Integrating game dynamics into your site, service, community, content or campaign, in order to drive participation Gamification is the use of game design elements in non-game contexts

10 Gamification What is not! A Product It is a PROCESS! Only the use of badges, points or leaderboards Everything is a game The fix for a bad product

11 Why Games? There is something MAGICAL about games! They contain special POWER: Power to captivate us and draw us in, Power to encourage us to repeat things we've seemingly done before, Power to get us to spend money on things that seem not to exist, Power to get us to solve unnecessary complex problems repeatedly, Power to get us incredibly persistent, Power to get us ENGAGED, And so forth. Pervasive games (augmented reality, geolocation, other sensors ) Wearable technologies

12 Why Games? By Jane McGonigal

13 Why Games? By Jane McGonigal

14 Why Games? We want these kind of REACTION!!! By Jane McGonigal

15 Gamification By Jane McGonigal

16 The Engagement Science Fogg Behavior Model (FBM Motivation, Ability & Trigger) by B. J. Fogg Conditioning (Reinforcement) by Skinner Flow: an optimal state of intrinsic motivation by M. Csikszentmihalyi The paradox of choice (Less is more) by Schawrz (tyranny of choice)

17 The Engagement Science Amy Jo KIM

18 The Engagement Science Engagement changes during a player s lifecycle Amy Jo KIM

19 The Engagement Science Visible Progress Stats / Challenges / Awards / Messages Positive Emotion Fun / Delight / Trust / Pride / Curious Player (re)engagement Task / Mission / Game / Quiz / Gift (social) Call to Action Customize / Share / Help / Compete Newbie Onboarding Amy Jo KIM

20 Design: Attention!

21 Design: Players Type (MMO) Bartle s mud Player Types 1996 (Richard Bartle) Achievers are interested in doing things to the game, ie. in ACTING on the WORLD Killers Achievers They are proud of their formal status in the game's built-in level hierarchy, and of how short a time they took to reach it Explorers are interested in having the game surprise them, ie. in INTERACTING with the WORLD They are proud of their knowledge of the game's finer points, especially if new players treat them as founts of all knowledge Socializers Explorers Socialisers are interested in INTERACTING with other PLAYERS They are proud of their friendships, their contacts and their influence Killers are interested in doing things to people, ie. in ACTING on other PLAYERS They are proud of their reputation and of their oft-practiced fighting skills

22 Design as a Game Designer Dynamics Mechanics Player Journey Aesthetics

23 Design as a Game Designer Progressive Unlocks Dynamics Pacing Appointments Dynamic Systems Reward Schedules Curiosity Satisfaction Surprise Trust Delight Fun Pride Envy Connection Aesthetics Points Player Journey Mechanics Levels Leaderboards Virtual Goods Badges Missions

24 Design for Fun and Learning 3 Fs (Zichermann): Friends, Feedback & Fun Meaningful environment Learning is the drug. Fun arises out of mastery (Amy Jo KiM) FUN? Back to PERCEPTION!!! Why fun matters: in search of emergent playful experiences by Sonia Fizek Rethinking Gamification

25 Desing for Fun and Learning The best rules (by J. P. Rangaswami) Clear GOALS to increase engagement and creativity Ability matched to levels Feedback to increase concentration, Flow and the way to mastery People like BOND communicating and creating communities Trust Bond Share

26 Examples Behavior Change PleaseCycle

27 Examples Behavior Change

28 T4A Project

29 GAMIFICATION It s time to PLAY! Use your smartphone or computer and go to the game page URL: TRIP4ALL.AZUREWEBSITES.NET Wait to start Play the game Good luck The best score with the short time wins the PRIZE!!!

GAMIFICATION Thanks! Contact: Email: alberto.

30 GAMIFICATION Thanks! Contact: Web:

Gamification is the New galynakey September 2014

Gamification is the New galynakey September 2014 Gamification is the New Black @ galynakey September 2014 10,000 hours TL;DR 40 Minutes Gamification is FUN YOU can do it! Q: What is that you do? A: I write user documentation. Q: What s that? A: Erm