Tuesday, 16 April 2013

Rewards Design in Gamification - The Case of Blizzard (c) Diablo III (c) - A


As know, Progression graphs and Badges may be the most important Gamification elements. They provide instant feedback and give a reward for certain action, in nontangible games, of course. Does this hold true in all circumstances and applications? Well, I do not think so! Rewards and Progression graphs must be meaningful for the user and each achievement should be important to have the stimulating effect.

The rewards are absolutely critical for almost any game, otherwise what is ultimately there to motivate the players to play. This is more so in social applications, less so for games themselves. Nonetheless, still this holds true for online or video games in which you play alone or even with peers against an AI. And some game designers try to use these powerful means, but fail miserably! Take a look at the screenshot from the Awards page in the Blizzard © Diablo III © game: what do you notice?




Well, as you can see, I got 2680 rewards and I am only 59% through. Does getting any individual badge or achievement motivate me in any meaningful way? Not so much, really. Moreover there the progression metrics are not meaningful at all for motivation.

There are different kinds of nontangible rewards: Expected vs. Unexpected with a different degree of contingency to them. It is known that people way more strongly react to unexpected motivators as we are tuned to faster notice and pay more attention to unusual objects or events. Diablo III © predominantly has Expected Completion-oriented rewards, which are not too strong. In addition to that the rewards are not performance-oriented: you get most of the rewards for just playing a game in due course in a continuous way, whether you want them or not. These rewards can hardly engage, motivate the player or change his behavior. Moreover, the rewards structure is so complex that planning to get some of the rewards is not feasible. See the printscreen below for the examples of these poorly designed rewards.

Guess, someone tried to copy the Microsoft (c) XBox (c) approach, but failed miserably!

(c) Nikita Rogozin 2013




Saturday, 13 April 2013

BeFit Challenge Part 2. - Survey results

In order to find ways to enhance the sporting experience for the amateur sportsmen, I started off to find what motivates young adults to go to the gym. My assumption was that there were some factors or actions that can significantly increase the motivation of a person going to the gym. The survey was designed to assess the relevance of such factors as  Sporting results progression, Competing with friends, Training to participate in competitions, Awards and recognition, Encouragement from friends and family, Visible changes in appearance and Workout with a partner. Click HERE to see the ultimate purpose of the survey, Gamification elements investigated and some of my considerations that were incorporated into its design.


Some of the factors were perceived  as extremely relevant by the interviewees, while others were considered irrelevant. Perceiving Visible changes in own physical appearance and observing the Progression of sporting results received very high relevance ratings. These factors were relevant to most interviewees and the relevance levels for these factors were assessed as either high or very high. 

At the same time, the factors like Competing with friends on results and Having someone to work out with were generally irrelevant for the interviewees, who even if considered them relevant, assigned low relevance rating of Somewhat relevant and Relevant. Other factors were somewhere in between these two extremes. 

As it can be seen from the chart on the left, over 90% of the interviewees considered the Appearance and the  Results progression factors as relevant, quite relevant or extremely relevant for their motivation to go to the gym. Other important factors were the Encouragement from friends and family for the fact that they are doing sport (74%), Receiving awards and recognitions  (63%) and Participating in competitive sporting events  (61%). It is important to  note that even the lesser important  factors like Competing with friends and Having someone to work out with were still considered important  with 50% and 40% of people considering them relevant for their sporting experience. 

The above graph gives us some interesting insights into the motivation of the people. Interestingly enough 81% of the people consider the results progression to be very important (quite relevant and extremely relevant ratings), while only 31% of the people are actually willing to share those results. On the back of that, 40% of people considered the Encouragement from friends and family for the fact that they are doing sport to be very important, but still the data implies that most of the people may still be embarrassed to share the result.


Importantly, the analysis o disaggregated data strongly suggests that the people in terms op their motivational map can not be fit just into one profile than one profile, thought, of course, the leading two motivating factors described above, are shared by virtually all interviewees. Though some of the motivational factors did not receive high relevance ratings from interviewees overall, a significant number of people still felt very strong about them being able to enhance their sporting experience. On the competitive side 39% of people felt that participating in competitions is very important as well as 38% felt that being awarded and recognized really motivates them. On the social side 40% felt very strong about being encouraged and 21% needed a workout partner to be motivated.


I further continued with my analysis and found out that 24% of the interviewees assigned above mean ratings to all 3 competitive motivating factors, namely Competing with friends, Train to participate in competitions, Awards and recognitions. At the same time 23% assigned above mean ratings to the both social motivating factors: Encouragement from friends and family and Workout with a partner. Considering that all the groups are exclusive, it allowed us to identify three main motivational profiles for the population.


Though the implications of this division are still to be examined, it is clear that for the purposes of sporting motivation there is not a "one size fits all" solution. The presence of a large moderate population is fairly important from the point of view of targeting, while the other groups are also significant and the design specific goods, services and solutions to target them is likely to be viable. Under the Other motivating factors the interviewees put in factors that generally go in line with this division. It is worth mentioning that weather conditions, scheduling and time management issues were by far the most important issues that were limiting the  enjoyability of the sporting experience.

 Thank you for your participation and stay tooned while my project goes into the PROTOTYPING STAGE! While you are waiting, please check out other readings in my blog!






Thursday, 11 April 2013

Gamification and Games or What Makes the Game a Game

Gamification techniques leverage people's natural desires for competition, achievement, status, self-expression, altruism, and closure. A core strategy for gamifying is to provide rewards for players for accomplishing desired tasks. Types of rewards include points, achievement badges or levels, the filling of a progress bar, and providing the user with virtual currency.

Competition is another element of games that can be used in gamification. Making the rewards for accomplishing tasks visible to other players or providing leader boards are ways of encouraging players to compete.

Another approach to gamification is to make existing tasks feel more like games. Some techniques used in this approach include adding meaningful choice, onboarding with a tutorial, increasing challenge, and adding narrative. So, generally all games can be divided into the following groups:

1. Sensation -  Game as sense-pleasure
2. Fantasy - Game as make-believe
3. Narrative  - Game as drama
4. Challenge - Game as obstacle course
5. Fellowship - Game as social framework
6. Discovery - Game as uncharted territory
7. Expression - Game as self-discovery
8. Submission - Game as pastime

In their foundational work “MDA: A Formal Approach to Game Design and Game Research” Robin Hunicke, Marc LeBlanc, Robert Zubek introduce the framework that breaks games into basic components and aligns them with their game design counterparts. Each game consists of three elements: Mechanics, Dynamics and Aesthetics. These elements combined make up all the types of games that we know.

Mechanics describes the particular components of the game, at the level of data representation and algorithms.

Dynamics describes the run-time behavior of the mechanics acting on player inputs and each others outputs over time.

Aesthetics describes the desirable emotional responses evoked in the player, when she interacts with the game system.


Aesthetic Models

Using out aesthetic vocabulary like a compass, we can define models for gameplay. These models help us describe gameplay dynamics and mechanics. For example: Charades and Quake are both competitive. They succeed when the various teams or players in these games are emotionally invested in defeating each other. This requires that players have adversaries (in Charades, teams compete, in Quake, the player competes against computer opponents) and that all parties want to win. It is easy to see that supporting adversarial play and clear feedback about who is winning are essential to competitive games. If the player doesn’t see a clear winning condition, or feels like they can’t possibly win, the game is suddenly a lot less interesting.

Dynamic Models

Dynamics work to create aesthetic experiences. For example, challenge is created by things like time pressure and opponent play. Fellowship can be encouraged by sharing information across certain members of a session (a team) or supplying winning conditions that are more difficult to achieve alone (such as capturing an enemy base).

Expression comes from dynamics that encourage individual users to leave their mark: systems for purchasing, building or earning game items, for designing, constructing and changing levels or worlds, and for creating personalized, unique characters. Dramatic tension comes from dynamics that encourage a rising tension, a release, and a denouement

Mechanics

Mechanics are the various actions, behaviors and control mechanisms afforded to the player within a game context. Together with the game’s content (levels, assets and so on) the mechanics support overall gameplay dynamics.

For example, the mechanics of card games include shuffling, trick-taking and betting ñ from which dynamics like bluffing can emerge. The mechanics of shooters include weapons, ammunition and spawn point  which sometimes produce things like camping and sniping. The mechanics of golf include balls, clubs, sand traps and water hazards which sometimes produce broken or drowned clubs.




Wednesday, 10 April 2013

BeFit Challenge Part 1. - Setting up the exercise

I decided to tackle the problem of maintaining and increasing workout motivation using the Gamification tools. The ultimate goal is to create an App that would record the sporting results of person and would motivate people to work out. The business application may be data analytics and potential customer identification for Sporting goods and Nutrition companies.

I created a survey to assess the importance and relevance of certain Gamification elements to the problem (Annex 1.).  The survey was circulated among the key 25-35 demographic group and the testing was designed in such a way to negate the effect of possible biases during the procedure. The respondents were randomly selected and the reply rate was 80%. Overall, the questions were designed to capture what people feel towards certain gamification elements rather than inquiring what people might want to see in an App. And, of course there was the restriction of 10 questions that could be asked.

The selected Gamification tools included:
  •  Progression metrics
  • Leaderboards
  • Comparison of results and competitions among the circle of the participant (friends and family)
  • Challenges and competitions among unlimited number of participants
  • Badges, rewards and achievements
  • Social interactions (qualitative)
  • Photographic displays of success
  •  Cooperation
  • Goal setting and prioritizing
The possibility to add additional factors was also incorporated into the survey. The results would be used to determine the positioning of content in the App. Stay tuned for the survey results and the the Gamification solution to the problem, based on the research results!

Annex 1. Survey questionnaire.


When doing sports or working out there are some factors that encourage or discourage you. Please rate the relevance of each factor for you from 1 to 5 within the range of 1 being completely irrelevant and 5 being extremely relevant for you. [+] – Encouraging factor and [-] – Discouraging factor
  1. [+]  Personal results progression (Faster, Stronger, Better)
  2. [+]  Comparing results with friends and competing with them
  3.  [+]  Participation in sporting competitions and events (train to do well in the event)
  4. [+]  Sporting feats and achievements (i.e. climbing specific mountains, running certain distances per day or month)
  5.  [+]  Encouragement from friends and family on the fact of you participating in a sport or just working out
  6.  [+]  Visible changes in body (muscle growth, body fat decline)
  7. [+]  Other things that encourage you
  8.  [-]  No workout partner available
  9.  [-]  Problem in setting new goals and challenges
  10. [-]  Other




Monday, 8 April 2013

Introducing FUN into the most routine activities can make an enormous impact - VolksWagen Fun Theory Case

What is the essential part of the game experience? Of course, it is the FUN component. A game must be fun to be a game: there is nothing to engage the player otherwise But what is fun? Very hard to define indeed! We can try to identify some of the activities that induce the feeling of fun:

  • ·      Winning something or prevailing over somebody;
  • ·      Overcoming an obstacle;
  • ·      The feeling of progression;
  • ·      Ability to express oneself;
  • ·      Receiving recognition;
  • ·      Serious issues addressed and resolved;
  • ·      Collaboration.


There can be many others as well. A good example is the application of Fun concept to routine everyday issues can be seen is the VolksWagen Fun Theory award winning project. In essence it was an action to facilitate safe driving. But they did add a bit of fun to it.

Speed traps were introduced on several roads in Sweden. the traps captured both the drivers that violated and followed the speed limits. Some of the money that was received in the form of fines from the violators was distributed in the form of a lottery among those who did not violate the limit. The campaign had excellent results.

This event had the elements of Winning, Recognition, Collaboration and Solving issues. Check out some other interesting concepts like the Music stairs to encourage fitness, Animated trashcans no encourage responsible waste managing and others! Check out the site and the most awewome video!

Monday, 1 April 2013

Nike+ and Gamification


What is Nike? Nike is a sports equipment company. What is it interested in? Well first of all it is interested in distinguishing itself from other sports companies in order to only not sell more, but more importantly to be able charge more for its products. The rule of thumb is that in order to be able to charge more, one needs to provide additional value to the customer. The extra value for tangible items may come in quality, brand image or the experiences associated with the product Let us take a look at how Nike did that provide that extra value applying the Gamification principles.

Nike had an array of sports metrics products ranging from GPS trackers, heart meters to simple accelerometers. What they did is they created a web platform where the data from these devices could be uploaded and this grew to be the Nike+ we have today. In its Nike+ platform, Nike integrated the following gaming tools:
·      Personal Goals and Challenges;
·      Personal achievements;
·      Progress statistics;
·      Mobile apps;
·      Group challenges and benchmarking.
And this is the whole new experience for the customer! You can motivate yourself by competing with your friends who are not physically present. You set goals, monitor your progress, earn achivements. You share your results with friends. All of this makes the borring routine of, say, morning jogging way more pleasurable.

And the strategic genius behind this is really amazing! Nike+ became a platform market with strong network externalities: you friends can compete with you only if they have Nike product and they may strongly feel inclined to when they see your social networks chatter. And very parties are the stakeholders of this other than the clients and Nike: Mobile phone hardware developer companies like Apple, game consoles developers, personal music equipment developers, web content developers, various NGOs, advertising and marketing companies… and the list goes on!
Check out Nike+! I am sure you’ll love it!