how gamification changes the digital game
TRANSCRIPT
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By: Charmaine Arellano-Chua
Photo by Pawel Kadysz — h2p://www.pexels.com/photo/playing-‐sony-‐console-‐controller-‐498/
GAMIFICATION [n] — • The use of game design elements in non-game contexts1 • The art (and sometimes science) of attracting users and
keeping them2
What is this trend?
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From crossing digital divides,
…to infiltrating relationships
—anytime, anywhere—
for others…
or yourself…
Photo by Luke Plunke2 — h2p://cache.gawkerassets.com/assets/images/9/2011/11/aaa4e76845dc11169Zfec3729086c74.jpg
GAMIFICATION IS EVERYWHERE.
Today, many seniors feel that the “Internet… train has left and [they are] not on board.” 3
—82-year-old study participant
Digital skill divides are hard to minimize.
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Luckily, gamification universalizes technology.
By engaging users in playful activities, technology becomes relatable regardless of previous
exposure to digital games. 4
Photo via Javier Gacia — h2ps://www.unocero.com/wp-‐content/uploads/2014/07/elevate-‐app.jpg
However, gamification may also universalize
ROMANTIC IDEALS.
Photo by Simmone Henne — h2p://www.quackd.com/wp-‐content/uploads/2015/04/
In-‐Degense-‐of-‐Tinder.png
Today, Tinder’s 50M users define standards of conventional beauty. 5
“Tinder incorporates a lot of research on what makes relationships successful,
but gamifies it to make it fun.” —Susie Neilson 6
Photo by Ahmed Sinan — h2ps://farm6.staLcflickr.com/5291/5499030446_5f4b023a9b_b.jpg
Photo by Marc Levin — h2ps://farm1.staLcflickr.com/175/380101976_f00d433e51_b.jpg
Meanwhile, mobile applications like
Foursquare are designed to turn real life into a game.7
Photo by Marc Levin — h2ps://farm1.staLcflickr.com/175/380101976_f00d433e51_b.jpg Photo by Michael Coté — h2ps://c1.staLcflickr.com/3/2940/14096184146_9c9c3ee3a1_b.jpg
It rewards users with “mayor-ships” and badges for checking-in at physical locations. 7
Photo by Marc Levin — h2ps://farm1.staLcflickr.com/175/380101976_f00d433e51_b.jpg Photo by Michael Coté — h2ps://c1.staLcflickr.com/3/2940/14096184146_9c9c3ee3a1_b.jpg
Foursquare now sends passive recommendations, which incentivize users to sacrifice privacy for a more unique experience.8
Photo by Incase — h2ps://farm5.staLcflickr.com/4046/4647882815_53b252a85c_b.jpg
Social applications with a charitable purpose are
on the rise.9
Gamification even changes charity.
PEOPLE LIKE GIVING... especially if their friends are notified.
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Plus, microdonation platforms like Budge make charity… Fun & Simple.10
Image via Venture Beat — h2p://1u88jj3r4db2x4txp44yqd1.wpengine.netdna-‐cdn.com/wp-‐content/uploads/2012/11/budge-‐1.jpg Gradient via Colleen M —h2ps://farm5.staLcflickr.com/4007/5081303081_7bb923ca22_o_d.jpg
To build a strong career, HBR recommends “creating a fan base.” 11
Images from LinkedIn — h2p://www.enterprise-‐gamificaLon.com/index.php?opLon=com_content&view=arLcle&id=187:an-‐analysis-‐of-‐linkedin-‐s-‐gamificaLon-‐design-‐elements&caLd=15:social-‐media&lang=en&Itemid=22 Photo by Nan Palermo — h2ps://flic.kr/p/7w564c
And with metrics like profile strength, network size, and number of endorsements…12
Photo by Nan Palermo — h2ps://flic.kr/p/7w564c
LinkedIn’s gamification design elements are key to demonstrating a fan base digitally.
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Gamification impacts digital divides, online relationships, mobile behaviour, social giving, digital
reputations, and more.
ARE YOU GAME?
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Photo by Luke Plunke2 — h2p://cache.gawkerassets.com/assets/images/9/2011/11/aaa4e76845dc11169Zfec3729086c74.jpg
WORKS CITED
1. MIT EducaLon Arcade. “The GamificaLon of EducaLon.” Gamifica'on.org. n.d. Web. June 2015. <h2p://www.knewton.com/gamificaLon-‐educaLon/>
2. Ashworth, Amanda.“Why Recruiters Need GamificaLon.”Undercover Recruiter. n.d. Web. June 2015. <h6p://theundercoverrecruiter.com/gamifica'on/>
3. Wu, Ya-‐Huei et al. “Bridging the digital divide in older adults: a study from an iniLaLve to inform older adults about new technologies.”Clinical Interven'ons in Aging (2015): 197. Web.
4. Gerling, Kathrin M. and Maic Masuch. “Exploring the PotenLal of GamificaLon Among Frail Elderly Persons.” Gamifica'on Research Network (7 May 2011): 3. Web.
5. Bilton, Nick. “Tinder, the Fast-‐Growing DaLng App, Taps an Age-‐Old Truth.” The New York Times. 29 Oct 2014. Web. June 2015. <h2p://www.nyLmes.com/2014/10/30/fashion/Lnder-‐the-‐fast-‐growing-‐daLng-‐app-‐taps-‐an-‐age-‐old-‐truth.html?_r=0>
6. Neilson, Susie. “When a RelaLonship Becomes a Game.” The Atlan'c. 8 Aug 2013. Web. June 2015. h2p://www.theatlanLc.com/health/archive/2013/08/when-‐a-‐relaLonship-‐becomes-‐a-‐game/278459/
Photo by Luke Plunke2 — h2p://cache.gawkerassets.com/assets/images/9/2011/11/aaa4e76845dc11169Zfec3729086c74.jpg
WORKS CITED
7. Frith, Jordan. “Turning life into a game: Foursquare, gamificaLon, and personal mobility.” University of North Texas. 2013. Web. June 2015. h2ps://www.academia.edu/5140336/Turning_life_into_a_game_Foursquare_gamificaLon_and_personal_mobility
8. Madden, Sean. “Tech That Tracks Your Every Move Can Be Convenient, Not Creepy.” WIRED. 10 Mar 2014. Web. June 2015. <h2p://www.wired.com/2014/03/designers-‐tracking-‐tradeoffs/>
9. Swallow, Erica. “How Social Games Are Changing the World.” Forbes. 23 Mar 2013. Web. June 2015.<h2p://www.forbes.com/sites/ericaswallow/2013/03/23/social-‐games/>
10. Takahashi, Dean. “Budge makes a mobile game out of charitable giving.” Venture Beat. 8 Nov 2012. Web. June 2015. <h2p://venturebeat.com/2012/11/08/budge-‐makes-‐a-‐mobile-‐game-‐out-‐of-‐charitable-‐giving/>
11. Clark, Dorie. “It’s Not a Job Search, It’s a Permanent Campaign.” Harvard Business Review. 28 Mar 2012. Web. June 2015. <h2ps://hbr.org/2012/03/its-‐not-‐a-‐job-‐search-‐its-‐a-‐p/>
12. Herger, Mario. “An Analysis of LinkedIn’s GamificaLon Design Elements.” Enterprise Gamifica'on Consultancy. 12 Dec 2013. Web. June 2015. <h2p://Lnyurl.com/n6t46qc>