Several months after Schell's inspiring talk at DICE seemingly lit a fire under web developers to "gamify" their services, user experience designer Sebastian Deterding followed up with his own blistering critique of this ongoing craze (he notes that the term "gamification" itself was likely invented by Bunchball, a service aimed at adding just that to your company's website). The talk itself isn't online, but the 62-slide presentation and Deterding's script are. And he points out five confusions about what gamification really is, and three unintended side effects that could actually make behavior worse. Although you should probably just look at it, I'll provide my own summary of salient points here.
One of the most important confusions is the idea that just adding points and badges to make something look like a game is enough -- but it's not. An achievement system doesn't automatically create a fun game or even a good game. If that was true, a simple Flash game that gave you a million points every time you clicked a button should be the funnest thing ever, but it's not. Even looking at video games themselves, there are plenty that are poorly implemented and tested, and disappear into bargain bins forever.
People don't play games just someone can give them points or badges for accomplishment. It's the process of accomplishment itself that drives the gamer, or what Deterding calls intrinsic motivation. Quoting from designer Raph Koster, he notes that we play games because they "provide experiences of competence, self-efficacy, and mastery." We play games because they're internally fulfilling, not because someone is giving us a separate incentive to play games. Imagine if someone paid you -- an extrinsic reward -- to beat a game. Is that still a game, or is it now work?
And that's one of the unintended side effects: too much gamification means that at some point attaining these achievement badges become the goal, rather than the task itself. When you feel your goal is an extrinsic reward, your intrisic motivation matters less and less. Suppose an in-game achievement wants you to defeat 200 enemies. You could either play the game as usual and earn the badge over the course of normal gameplay. Or you could go out and specifically devote time to defeating 200 enemies (an utterly boring process that gamers call "grinding" -- just like an unfulfilling job). Or worse yet, you might discover a bug that allows you to stand in one place and defeat instantly-respawning monsters in one hit. You would never need to take advantage of the bug unless you were trying to gain the achievement.
Deterding notes that gamification leads to gaming the system and exploiting loopholes: when drivers were given the goal of saving fuel, for example, they unsafely ran red lights, because stopping and going would result in more fuel usage. Or when an economist incentivized his daughter to use the toilet by giving her Skittles each time she went, she trained herself to go every twenty minutes. And when he incentivized his daughter to train his younger son to use the potty, she made him drink more water to force him to go more. Of course, we all know using the toilet instead of your pants is a good idea. But it was no longer about doing it for the good, it was about doing it for the Skittles.
Lastly, one of the main goals of gamification is to encourage more community involvement and participation -- and these are vital components in city planning, where it's important to find consensus within a large group of very different people. And again, that's not necessarily the case when something is gamified. The novelty of it wears off, only the most competitive (a small percentage of overall accounts) ever consistently participate, and -- as we've seen with extrinsic rewards -- relationships and interaction aren't fostered because people ought to care about each other, but because they're seeking achievement badges.
So it's entirely possible that gamification itself is an idea that can't work as intended, as Deterding suggests. But rather than writing it off entirely, it's important to note that with all lessons, there's a wrong way of implementing it and a right way. Is it still possible to take what's fun and good about games and apply it to life? In the next part I'll talk about the work of Jane McGonigal, one of the current prominent voices on this front. Be right back!
[via Fast Company Design]
[Skittles image by Krystle Fleming]