Fig.1 Gamification, we can do it! (2013)
Gamification is the process of taking things that are already established, websites, applications, online communities and importing gaming mechanics into their structure. The reason for gamification is to motivate the partaking, involvement and loyalty of users. "In persuasive technology, video games and game aspects have been studied as potential means to shape user behavior in directions intended by the system designer, or to instill embedded values." (Deterding, 2011).
Gamification relies on the basis that most people enjoy playing games, that users become engrossed in playing and don't mind spending time doing so. "This has led to the belief that it is part of human nature, that people are intrinsically motivated to play games and that this motivation can be drawn on to engage people in other contexts as well." (Riemer, 2014).
"When done well, gamification helps align our interests with the intrinsic motivations of our players, amplified with the mechanics and rewards that make them come in, bring friends and keep coming back." (Zichermann and Cunningham, 2011). Another good example of gamification that Cunningham mentions in his book 'Gamification by Design' is when parents play 'aeroplane' with a fork to try and get their children to eat certain foods, by applying gaming mechanisms to dinner time they are influencing and motivating their child to eat foods they otherwise normally wouldn't.
Gamification may sound like it is the answer to get users motivated and participating, however it has come under fire by game creators. One problem they say is the name 'gamification', they state that "by putting the term "game" first, it implies that the entire activity will become an engaging experience, when, in reality, gamification typically uses only the least interesting part of a game - the scoring system." (Nicholson, 2012). This suggests that something claiming to be 'gamified' may come across as misleading and users could be dissapointed.
Another issue that has arisen with gamification is that sometimes it can cause the opposite effect to intended. Klint Finley feels that gamification "shifts a participant's motivation from doing something because it is inherently rewarding to doing it for some other reason that isn't as meaningful" (Finley, 2012). When applied in a work environment, focusing employees on external rewards (such as points and prizes) takes away from the personal internal rewards employees would gain (such as the feeling of satisfaction from helping a customer).
Bibliography
Figure 1. Gamification, we can do it! (2013) [Poster] At: http://www.blogging4jobs.com/wp-content/uploads/2013/03/diy_gamification.jpg (Accessed on 02.11.14)
Riemer, K. (2014). Why work gamification is a bad idea. [Blog] bbr [backed by research]. Available at: http://byresearch.wordpress.com/2014/05/18/why-work-gamification-is-a-bad-idea/ [Accessed 9 Nov. 2014].
Nicholson, S. (2012). A User-Centered Theoretical Framework for Meaningful Gamification. 1st ed. [ebook] p.1. Available at: https://uhvpn.herts.ac.uk/wp-content/uploads/2013/07/,DanaInfo=www.quilageo.com+Framework-for-Meaningful-Gamifications.pdf [Accessed 01.11.14].
United Future, 2014, Realm Blazer. [Online]. Available from: http://vimeo.com/85466100. [Accessed: 02.11.14]
Finley, K. (2012). How 'Gamification' Can Make Your Customer Service Worse | WIRED. [online] WIRED. Available at: http://www.wired.com/2012/11/gamification-customer-service/ [Accessed 9 Nov. 2014].
Deterding, S. (2011). Gamification. using game-design elements in non-gaming contexts. 1st ed. [ebook] New York. Available at: https://uhvpn.herts.ac.uk/,DanaInfo=dl.acm.org+citation.cfm?id=1979575 [Accessed 9 Nov. 2014].
Zichermann, G. and Cunningham, C. (2011). Gamification by design. Sebastopol, Calif.: O'Reilly Media.
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