Gamification is the application of game elements and digital game design techniques to non-game problems, such as business and social impact challenges. This course will teach you the mechanisms of gamification, why it has such tremendous potential, and how to use it effectively. For additional information on the concepts described in the course, you can purchase Professor Werbach's book For the Win: How Game Thinking Can Revolutionize Your Business in print or ebook format in several languages.
3.3 Design Rules
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From the course by University of Pennsylvania
Gamification
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From the lesson
Deconstructing Games
What exactly does it mean to apply game design principles in non-game contexts? In this module, we'll discuss how game designers approach their craft, and how to see any situation through the lens of game design. Then we'll examine the raw materials of games and gamification, known as game elements. We'll earn how to break down a game into its constituent parts and apply them to create gamified systems.
Meet the Instructors
Kevin WerbachAssociate Professor
Legal Studies & Business Ethics
So, you've oriented yourself to thinking like a game designer.
The next step is to focus in on some of
the basic design rules that go into good game design.
The first of these is the player journey.
We've talked about thinking of your customers or your audience as players.
Part of what that means is realizing that the player is engaged in an experience.
The player is going through a journey in playing your game.
And the game doesn't have to give them
a 3D virtual environment where they are getting
in a car, or on a horse, and riding around a territory to have that journey.
The journey is the conceptual path that they follow through the game.
Because you don't want your player journey to be just a random walk, because
you don't know where the player's going
to get and ultimately that becomes uninteresting.
You want the player journey to have a beginning, a middle and an end.
And ideally, those are in some sort of progression.
The player always starts at the beginning.
You want the player to get to a point
of mastery and to have that journey be seamless.
So, the first aspect of the player journey is onboarding.
So in other words, how to get the player
into the game as quickly, as easily, as possible.
The second aspect is scaffolding.
How does the game provide training wheels, if you will?
Places where the game makes it easier and overcome some
of the complexity that otherwise would get a user stuck.
That otherwise, would have the player not realize what they'd need to do next.
And finally, does the game enable that player to get to mastery?
To get to the point where the player has conquered and achieved some real
skill, some real accomplishment within the framework of the game.
So, let's look at an example of how this works in an actual video game.
I'd like you to go and play the first level of Plants versus Zombies.
Many of you already have Plants versus Zombies,
it has been an extremely successful, casual game on
mobile devices and the web as well, and you
can go and play the web-based version for free.
And again, just play the first easy level of the game
and think about, how does this game do onboarding and scaffolding?
It's level one, so you won't be able to see, at that point, the path to mastery.
But, what are the things that the game does that get users quickly into
the game, and make it easier for them to make progress within the game?
Go check it out and then come back.
Okay.
Hope you had fun with that.
So, how does Plants versus Zombies onboard you and scaffold the experience?
Here are few of the things that I picked up.
It gives you guides which deliberately say, here is what you should do.
Go pick up this seed packet.
Go put this down on the lawn.
It does that sometimes verbally with a direct
guidance, sometimes just by highlighting something, the flashing that
tells you intuitively, this is where I should
click or this is where I should put something.
It gives you express feedback.
Good job.
Reinforces that you did the right thing.
The game also is dumbed down.
There's a limited of what you can do.
So, at this point on level one, you get one lane of grass only.
Only one place you can put your plant.
Once the game gets going, there's a lot more choices that you have,
both in terms of what plant to use and where to put it.
And if the game were just one kind of plant on one lane of
grass, it would be pretty dull after a while, after just a couple of levels.
But starting off, you need that simplification, because
otherwise the game quickly becomes too complex to understand.
And similarly, there is only one kind of monster, the result
of which is that the game, at this level, is unbelievably easy.
You have to try very hard.
I know, probably some of you did die on that level because you deliberately
didn't put something down, but you have to try hard to fail at that level.
It's almost automatic that you will level up and get that
reinforcement and feedback and reward of achieving something at that first level.
And also, you will become educated and be able
to move up to the next level of difficulty.
All of this is without any kind of manual.
Think about it, if you had to explain to someone how Plants versus Zombies works.
There's your house and there's these zombies that are
ambling towards it, along different lanes of grass, and you
have to click on seed pods and put different
kinds of plants down that shoot things at the zombies.
And you get sunflowers that capture sunlight and
that gives you more seeds and all this.
It sounds really weird, first of all, and also kind of complicated.
But the onboarding process and the scaffolding
process of the game makes it easy,
in just a few minutes, for anyone to figure it out and to get
to the point where they can go to the next level of complexity, until
ultimately the training wheels come off and
the game gives you the full experience.
So, that's onboarding and scaffolding, and then
ultimately, the challenge down the road is
to keep the game interesting to get the player up to the level of mastery.
The second key to effective game design, second
design rule that I'll talk about is balance.
Games have to be balanced.
Not too hard, not too easy.
Not too many choices, not too few choices.
All kinds of balance that have to be in the game.
Also, not too easy for one player and not too easy for the other player.
There has to be a sense of competition that either player could win.
Balance is something that games need at every stage.
A game can start off in balance and
then quickly become imbalanced and then fall apart.
So, a lot of game design is about ensuring that the game is constantly in balance.
It's tricky, because the players are real people.
You don't know exactly what they're going to do.
You have to play-test the game to see
what happens and ensure that the game doesn't get
out of balance, because at that point it's not fun for at least one of the players.
So, let's think about a game that you may have played.
The game being Monopoly.
You see it back there, behind me on the shelf.
And in Monopoly, you go around this game board that
has four sides and it's divided up into various tiles.
And there are properties and things like railroads and utilities and places
you draw cards and so forth, at different places here on the board.
And all of those things have prices associated with them, or
at least the houses do and the properties do, and they vary.
So think about it, what if Boardwalk, as I recall Boardwalk is somewhere
down over here, if Boardwalk costs twice as much, how would the game change?
Well, it would be a whole lot better if you
owned Boardwalk and a whole lot worse if you didn't.
And it's impossible for me to say in the abstract,
is the price of Boardwalk too low or too high?
But if you play the game enough times, you
will find out at a certain price, it's too high.
The game is ultimately not going to be fun for whoever doesn't get Boardwalk.
That's just a matter of chance.
The game will be out of balance.
So, with all the properties in the game, the challenge is, keep the numbers in
balance so that it's fun for people to
play, and also people of different skill levels.
The other piece of bounds which is not quite so obvious
is this square right here, which in Monopoly, says Go on it.
And as you probably know, if you've played Monopoly, when you pass Go, you get $200.
Whoopee for me, I get $200.
Why is that in the game?
Why does the game have to give you money?
The reason is balance.
The reason is
that if money were not continuously injected into
the game, the players would quickly run out.
There's not enough money built into the game to keep
it going, given all the properties that you have to buy.
And if the game started you of with two or three times as
much money as you started with, then the game would be too easy.
So, the game has to keep the economy in balance.
It's like a real economy.
People are buying things and people are getting money.
And if the balance between those two
things gets out of whack, we have inflation.
Or, it becomes too difficult for people to buy
things and then we have something like a recession.
So, the game of Monopoly has to maintain balance in the virtual economy by
interject, by injecting $200 into the economy each time you pass Go.
That's the function of that.
Within the game, it's all about balance.
So, same thing in gamification.
If you're trying to encourage people to do something on your website
or trying to encourage your employees to engage in some practice,
it needs to always be designed in a way that's not too
hard, not too easy, doesn't necessarily
favor one group systematically over another.
Third design rule for gamification is to create an experience.
And this is, at some level, implicit
in the notion of gamification being about games.
But, you want to take something that is not game-like
and make it feel game-like by creating an integrated experience.
So, here is turntable.fm, a site that lets people listen to music.
Well, that's a common thing on the web.
But, what turntable.fm did in very
clever ways, was essentially, gamify this experience.
So, you go to this website and there's some music that's playing here.
Here's the, the song that happens to be playing.
But, in addition to the music itself that you hear, you see this interface.
You see a group of people up at the top here who are DJing.
They're picking the music that gets played.
And then all the other people are out here, and you see
these little, very simple avatars of their backs, they're standing out there.
They're in a club.
So now, all of a sudden, you are not just listening to music, you're in a club.
And you're in a club with a frie, a bunch of friends.
And you're in a club with a bunch of people.
Actual human beings here, who are picking the music.
And you can rate the music on this little thing down
here, which lets you say the music is either awesome or lame.
And then it gets a score on this meter here.
All of this combines to reinforced the notion that you are involved
not just in sitting and listening to music in your home, but an experience.
That you are in a particular kind of world
that means something, and that makes the act of
listening to music somehow richer and deeper than just
going into iTunes and clicking on one song or another.
That's a good example about how to use
gamification to change an experience without really changing it.
Now, this is also a good example for another reason.
Turntable.fm recently shut down.
The company decided to refocus on other services.
Does this mean gamification doesn't work?
No, it means that the turntable.fm service didn't work ultimately as a business.
And it's certainly worth looking back at whether the
implementation of gamification helped or hurt in that process.
Gamification doesn't automatically make businesses successful.
But, if you're going to do gamification, it's
important to do it in the best possible way.
And even though turntable.fm ultimately didn't make it as a
service, it generated a tremendous amount of interest at the time.
And I still think that's a good example of how to do a particular
aspect of gamification, the experience design aspect
of gamification in a very clever, interesting way
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