Gamification

What is gamification?

• Gamification: Applying game-like elements to a non-game (usually web) service.

• Aims for increased and continuous user interaction

• Achieved by adding a "game layer" on top of a service

• Can make the user experience more engaging

• Can enhance activities where a continuous engagement is beneficial for the user, for example learning a language

• Errant Signal: Gamification

Gamification is bullshit

• Ian Bogost: Gamification is bullshit
• Criticism
  • At worst, the gamified elements are thin and tacked-on
  • Can be seen as an artificial means to boost engagement, or even as exploitation
  • Is usually created to benefit corporate interests, rather than users
  • Provide simulated satisfaction instead of concrete rewards

Gamification elements

• EXP bars & leveling
  • Do stuff and you get rewarded with number going up
• Badges & Achievements
• Leaderboards
• Performance graphs
• Narrative
• Teammates

• Streaks
  • Do stuff every day so number doesn't go back to 0
• Tutorials
  • Using a service starts with a tutorial where different UI elements and their functions are highlighted
• Juice
  • The preferred interaction feels good to do: it's juiced with animations and/or sound effects

• Limited features
  • When you start using a service, you only get access to a limited set of features
  • Access is granted only after doing X
  • This makes starting up more straightforward. The user has less options to get confused by when only the essentials are exposed at first.
• Easter eggs
  • Do an obscure interaction and you find a secret!

Examples

• Duolingo
  • don't break your streak!
• Google maps
  • gain levels by contributing images & descriptions
• Linkedin
  • start-up: add info about yourself to advance a progress bar of your "Profile strength"

• Github
  • the green contribution chart
  • get achievements based on events you've attended
• Kahoot
  • Time-based scoring
  • Leaderboards for top three
• Twitter
  • Likes & retweets
  • Juiced like button
  • Number of likes & retweets is shown, and you get notified for likes & retweets
  • If you have more followers, you see less ads

Twitch

• Twitch.tv, being a video game oriented streaming service, uses gamification A LOT.
• I'd go as far as to claim it has weaponized gamification
• Bits & channel points
• Subscription tiers
• Hype train
  • An exp bar in chat window that goes up when someone supports the streamer in some way
  • There's a countdown!
  • Participants earn emote rewards

Reading

• Heather Chaplin column: Ditching Reality For A Game Isn't As Fun As It Sounds
• Ian Bogost: Gamification is bullshit