When I was a kid, I always liked to play – like most children. I used to make up games with my action figures, set up scenarios around the house and garden and then act them out. I would set little rules up to dictate how the action figures could move and interact with each other and their environments. I never knew how each scenario would play out, but I always knew who would win. It was always the good guys or Storm Shadow. In that respect, the rules made no real difference, unless they benefited the toys I wanted to win!
Why does Gamification Fail?
A question I get asked a lot is, “Why does gamification fail?”. Gartner said that by 2014, 80% of gamified systems will fail due to poor design. My question is, what is poor design? I had thought that it was really just implementing “thin layer” points, badges and leader boards to a system that was already not working. Whilst that is true, it actually misses out on some important extra factors.
So, with that in mind, here are some reasons that I feel will contribute to gamification not working.
More on Gamification and Careers
Extrinsic Rewards and the User Journey
A couple of small bits this week whilst I pull together more substantial work (I’m not a machine!!) First a small revisit of my Flow and User Journey work. In various conversations I have had about the use of rewards in a gamified systems the general question is always “do you need rewards at all”. My answer is that it can’t hurt if it is done properly. One thing that occurred is that during the on-boarding phase and into the habit forming phase of a user journey, rewards can play a key part.Charles Duhigg presents the idea that habits are formed when three key things are put together. Cue, Routine and Reward.
Using Gamification to create meaningful feedback through Accessibility and Immediacy
Whilst I process the amazing presentations, talks and general chats that happened at SocialNow, I wanted to put together a quick post around the ideas of accessibility and immediacy.
Imagine the situation. You are an airport and have thousands of people moving through your building every day. Most have a very predictable path. Land, get of plane, walk to baggage claim, go to the exit. On the way, they have to go through various checks. Customs, passport control, security etc.
All of these people are in a hurry, they have a goal and want to get to it as fast as possible. Your problem is, you want to find out how they have found the experience of going through the processes in place at your airport. How was the flight, how was the security, how was baggage claim etc.
Intrinsic Motivation RAMP, Ethics, a game and an interview!
Lots happening this week, the biggest being the fact that I will be presenting at SocialNow.org this week. As such, it has been mostly prep for that in the last couple of days, so no time for a proper blog I’m afraid. However, I still have some bits for you.
The first. I started writing a little game called the Green Button. It is short and very alpha, but I would love you to have a go and let me know what you think! http://gamified.uk/green-button/index.htm
Next, I have decided to publish my personal code of ethics and offer you all the opportunity to sign up for it (and get a badge for your site 😉 ). No cost, no catch, no qualifications needed. http://gamified.uk/gamification-code-of-ethics/