Gamication

providing the user with virtual currency.[23] Making the

rewards for accomplishing tasks visible to other players or providing leader boards are ways of encouraging players to compete.[25] Due to potentially problematic consequences of competition, which can result in
unethical behavior, low cooperation and low collaboration, or disadvantaging certain player demographics such
as women,[26] current gamication designs try to refrain
from using this element.

Not to be confused with Game theory.

Gamication primarily refers to a process of making systems, services and activities more enjoyable
and motivating.[1][2] Gamication commonly employs game design elements[1][2][3][4] which are used
in so called non-game contexts[1][2][5] in attempts
to improve user engagement,[6][7] organizational
productivity,[8] ow,[9][10] learning,[11] employee recruitment and evaluation,[12] ease of use and usefulness
of systems,[13][10][14] physical exercise,[15] trac
violations,[16] and voter apathy,[17] among others. A
review of research on gamication shows that a majority
of studies on gamication nd positive eects from
gamication.[3] However, individual and contextual
dierences exist.[18]

Another approach to gamication is to make existing

tasks feel more like games.[27] Some techniques used
in this approach include adding meaningful choice, onboarding with a tutorial, increasing challenge,[28] and
adding narrative.[27]

3 Applications
1

Categorization

Gamication has been widely applied in marketing. Over

70% of Forbes Global 2000 companies surveyed in 2013
said they planned to use gamication for the purposes
of marketing and customer retention.[29] For example, in
November 2011 Australian broadcast and online media
partnership Yahoo!7 launched its Fango mobile app/SAP,
which TV viewers use to interact with shows via techniques like check-ins and badges. As of February 2012,
the app had been downloaded more than 200,000 times
since its launch.[30] Gamication has also been used
in customer loyalty programmes. In 2010, Starbucks
gave custom Foursquare badges to people who checked
in at multiple locations and oered discounts to people who checked in most frequently at an individual
store.[31] There have also been proposals to use gamication for competitive intelligence,[32] encouraging people to ll out surveys,[33] and to do market research on
brand recognition.[34] Gamication has also been integrated into Help Desk software. In 2012, Freshdesk, a
SaaS-based customer support product, integrated gamication features, allowing agents to earn badges based on
performance.[35]

Gamication uses an empathy-based approach (such as

Design thinking) for introducing, transforming and operating a service system that allows players to enter a
gameful experience to support value creation for the players and other stakeholders.[19] Gamication designers address the user as player to indicate that the motivations
and interests of the player are in the center of the gamication design.
Gamication in a narrow sense is used in a non-game context, is built into the service system, and is aiming at an
innite experience. It does not aim at creating a game but
oering a gameful experience. In a broader sense gamication also includes game context such as in serious games
and nite and innite games.[20]
Another categorization compares gamication with other
gameful approaches by looking at characteristics such as
spontaneity, rules, or goals:[20]

Techniques

Gamication has also been used as a tool for customer

engagement,[36] and for encouraging desirable website usage behavior.[24] Additionally, gamication is readily applicable to increasing engagement on sites built on social
network services. For example, in August 2010, one site,
DevHub, announced that they have increased the number
of users who completed their online tasks from 10% to
80% after adding gamication elements.[37] On the programming question-and-answer site Stack Overow users

Gamication techniques strive to leverage peoples natural desires for socializing, learning, mastery, competition,
achievement, status, self-expression, altruism, or closure.
Early gamication strategies use rewards for players who
accomplish desired tasks or competition to engage players. Types of rewards include points,[22] achievement
badges or levels,[23] the lling of a progress bar,[24] or
1

2
receive points and/or badges for performing a variety of
actions, including spreading links to questions and answers via Facebook and Twitter. A large number of different badges are available, and when a users reputation
points exceed various thresholds, he or she gains additional privileges, including at the higher end, the privilege
of helping to moderate the site.
Gamication can be used for ideation, the structured
brainstorming to produce new ideas. A study at MIT
Sloan found that ideation games helped participants generate more and better ideas, and compared it to gauging
the inuence of academic papers by the numbers of citations received in subsequent research.[38]
Education and training are areas where there has been interest in gamication.[40][41] Microsoft released the game
Ribbon Hero 2 as an add-on to their Oce productivity
suite to help train people to use it eectively,[42] which
was described by Microsoft as one of the most popular projects its Oce Labs division ever released.[43]
The New York City Department of Education with funding from the MacArthur Foundation and the Bill and
Melinda Gates Foundation has set up a school called
Quest to Learn centred around game-based learning, with
the intent to make education more engaging and relevant to modern kids.[44] SAP has used games to educate their employees on sustainability.[45] The US military and Unilever have also used gamication in their
training.[46] The Khan Academy is an example of the
use of gamication techniques in online education.[47] In
August 2009, Gbanga launched the educational locationbased game Gbanga Zooh for Zurich Zoo that asked participants to actively save endangered animals and physically bring them back to a zoo. Players maintained
virtual habitats across the Canton of Zurich to attract
and collect endangered species of animals.[48] In 2014,
the True Life Game project was initiated, with the main
purpose of researching the best ways to apply concepts
of gamication and crowdsourcing into lifelong learning.
In 2015, Arizona State University added ve interactive
story based games to its environmental science curriculum. Within the game, students are placed in leadership
roles and given the task of solving complicated environmental and sustainability issues.[49]

4 HISTORY
tools that use gamication to improve productivity. Digital Brand Group is the rst company in India to fully gamify their work process to make their work style more engaging and encouraging.
Crowdsourcing has been gamied in games like Foldit, a
game designed by the University of Washington, in which
players compete to manipulate proteins into more ecient structures. A 2010 paper in science journal Nature
credited Foldits 57,000 players with providing useful results that matched or outperformed algorithmically computed solutions.[54] The ESP Game is a game that is used
to generate image metadata. Google Image Labeler is
a version of the ESP Game that Google has licensed to
generate its own image metadata.[55] Research from the
University of Bonn used gamication to increase wiki
contributions by 62%.[56]
Experts anticipate that the technique would also be
applied to health care, nancial services, transportation, government,[57] employee training,[46] and other
activities.[58]
Alix Levine, an American security consultant, described
gamication as some techniques that a number of extremist websites such as Stormfront and various terrorismrelated sites used to build loyalty and participation. As
an example, Levine mentioned reputation scores.[59][60]
The Anti-Defamation League has noted that some terror
groups, such as Hezbollah, have created actual games to
market their ideology to adolescents.[61]
Microsoft has also announced plans to use gamication
techniques for its Windows Phone 7 operating system
design.[62] While businesses face the challenges of creating motivating gameplay strategies, what makes for effective gamication [63] is a key question?

Gamication has also been applied to authentication. For

example, the possibilities of using a game like Guitar
Hero can help someone learn a password implicitly.[64]
Furthermore, games have been explored as a way to learn
new and complicated passwords. It is suggested that these
games could be used to "level up" a password, thereby improving its strength over time.[65] Gamication has also
been proposed as a way to select and manage archives.[66]
Recently, an Australian technology company called WynApplications like Fitocracy and QUENTIQ use gamica- box has recorded success in the application of its gami[67]
tion to encourage their users to exercise more eectively cation engine to the hotel booking process.
and improve their overall health. Users are awarded varying numbers of points for activities they perform in their
workouts and gain levels based on points collected. Users 4 History
can also complete quests (sets of related activities) and
gain achievement badges for tness milestones.[50] Health Though the term gamication was coined in 2002 by
Month adds aspects of social gaming by allowing success- Nick Pelling,[68] a British-born computer programmer
ful users to restore points to users who have failed to meet and inventor, it did not gain popularity until 2010.[69][70]
certain goals.
Even prior to the term coming into use, other elds borEmployee productivity is another problem that gami- rowing elements from videogames was common; for ex[71]
cation has been used to tackle. RedCritter Tracker,[51] ample, some work in learning disabilities and scientic
[72]
[52]
[53]
A
Playcall, and Arcaris
are examples of management visualization adapted elements from videogames.
[73]
Forbes blogger also retroactively labelled
Charles

3
Coonradt, who in 1973 founded the consultancy The Finals San Francisco.[95]
Game of Work and in 1984 wrote a book[74] by the same
name, as the Grandfather of Gamication.
The term gamication rst gained widespread usage in
2010, in a more specic sense referring to incorporation of social/reward aspects of games into software.[75]
The technique captured the attention of venture capitalists, one of whom said he considered gamication the
most promising area in gaming.[76] Another observed
that half of all companies seeking funding for consumer
software applications mentioned game design in their
presentations.[24]
Several researchers consider gamication closely related
to earlier work on adapting game-design elements and
techniques to non-game contexts. Deterding et al.[2] survey research in humancomputer interaction that uses
game-derived elements for motivation and interface design, and Nelson[77] argues for a connection to both the
Soviet concept of socialist competition, and the American management trend of fun at work. Fuchs[78]
points out that gamication might be driven by new
forms of ludic interfaces. Gamication conferences have
also retroactively incorporated simulation; e.g. Will
Wright, designer of the 1989 video game SimCity, was
the keynote speaker at the gamication conference Gsummit 2013.[79]
In addition to companies that use the technique, a number of businesses created gamication platforms. In October 2007, Bunchball,[80] backed by Adobe Systems
Incorporated,[81] was the rst company to provide game
mechanics as a service,[82] on Dunder Miin Innity, the
community site for the NBC TV show The Oce. Bunchball customers have included Playboy, Chiquita, Bravo,
and The USA Network.[83] In June 2009 a Seattle-based
startup called BigDoor was founded, providing gamication technology to non-gaming websites.[84][85][86]
Badgeville launched in late 2010, and raised $15 million
in venture-capital funding in its rst year of operation;[87]
it provides gamication services to a number of large customers. InsideSales.com provides a gamication solution
targeted to sales representatives using the Charles Coonradt principles[73] that are integrated into Salesforce.com
platform. IActionable also launched a gamication
platform aimed at integrating with Salesforce.com.[88]
In 2011, Playlyfe was launched which started oering
gamication as a service to individual developers and
enterprises.[89][90]

5 Legal restrictions
Through gamications growing adoption and its nature as
a data aggregator, multiple legal restrictions may apply to
gamication. Some refer to the use of virtual currencies
and virtual assets, data privacy laws and data protection,
or labour laws.[96]
The use of virtual currencies, in contrast to traditional
payment systems, is not regulated. The legal uncertainty
surrounding the virtual currency schemes might constitute a challenge for public authorities, as these schemes
can be used by criminals, fraudsters and money launderers to perform their illegal activities.[97]

6 Criticism
University of Hamburg researcher Sebastian Deterding
has characterised the initial popular strategies for gamication as not being fun and creating an articial sense of
achievement. He also says that gamication can encourage unintended behaviours.[98] Game designers like Jon
Rado and Margaret Robertson have also criticised gamication as excluding elements like storytelling and experiences and using simple reward systems in place of true
game mechanics.[99][100] MIT Professor Kevin Slavin has
described business research into gamication as awed
and misleading for those unfamiliar with gaming.
[101]

Heather Chaplin, writing in Slate, describes gamication as an allegedly populist idea that actually benets
corporate interests over those of ordinary people. [102]
Gamication as a term has also been criticised. Ian Bogost has referred to the term as a marketing fad and suggested exploitationware as a more suitable name for the
games used in marketing.[103] Jane McGonigal has distanced her work from the label gamication, listing rewards outside of gameplay as the central idea of gamication and distinguishing game applications where the
gameplay itself is the reward under the term gameful
design.[104] Fuchs et al. investigated historical predecessors to todays gamication that go back to the 18th
century.[105] Other opinions on the terminology criticism
Among established enterprise rms, SAP AG,[91][92] Mihave made the case why the term gamication makes
crosoft, IBM, SAP, LiveOps, Deloitte, and other comsense.[106]
panies have started using gamication in various applicaGamication practitioners[107][108] have pointed out that
tions and processes.[93]
while the initial popular designs were in fact mostly reGamication 2013, an event exploring the future of gamlying on simplistic reward approach, even those led to
ication, was held at the University of Waterloo Stratford
signicant improvements in short term engagement. A
Campus in October 2013.[94]
call was made to game designers to engage in gamicaThe inaugural Loyalty Games 2014 Loyalty Gamication tion and apply their knowledge and skills to that area in a
World Championship were held online with Live World constructive way.[109]

See also

[9] Hamari, J., & Koivisto, J. (2014). Measuring Flow in

Gamication: Dispositional Flow Scale-2. Computers in
Human Behavior 40: 133134.

Bragging rights

[10] Philipp Herzig, Susanne Strahringer, and Michael Ameling (2012). Gamication of ERP Systems-Exploring Gamication Eects on User Acceptance Constructs (PDF).
Multikonferenz Wirtschaftsinformatik 2012 (MKWI'12).
pp. 793804.

Gamication of learning
Game
Game studies
Incentive-centered design

[11] Herger, Mario (July 17, 2014). Gamication Facts &

Figures. Enterprise-Gamication.com.

Serious game

[12] Herger, Mario (August 2014). Gamication in Human

Resources. EGC Media. ISBN 1500567140. Retrieved
2014-10-07.

Simulation
Transreality gaming

[13] Hamari, Juho; Koivisto, Jonna (2015). Why do people use gamication services?". International Journal of Information Management 35 (4): 419431.
doi:10.1016/j.ijinfomgt.2015.04.006.

g-learning or game-learning
Exergaming

[14] Philipp Herzig (2014). Gamication as a Service (Ph.D.).

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EnterpriseGamication.com.
[109] Herger, Mario.
Gamication facts & Figures.
Enterprise-Gamication.com.

Further reading (books)

Gabe Zichermann, Christopher Cunningham: Gamication by Design: Implementing Game Mechanics
in Web and Mobile Apps. O'Reilly Media, 1. Auage, 2011, ISBN 978-1-4493-9767-8.
Mario Herger: Enterprise Gamication - Engaging
people by letting them have fun. Vol 01. EGC Media,
2014, ISBN 978-14-70000-64-6.
Ale Kohn: Punished by Rewards - The Trouble
with Gold Stars, Incentive Plans, As, Praise, an
Other Bribes Hougton Miin, 1993, ISBN 9780-618-00181-1.
Adam L. Pennenberg: ' Play At Work - How games
Inspire Breakthrough Thinking Portfolio Penguin,
2013, ISBN 978-1-59184-479-2.
Janaki Kumar, Mario Herger: ' Gamication At
Work' Interaction Design Foundation, 2013, 97887-92964-07-6.
Kevin Werbach, Dan Hunter: For The Win - How
Game Thinking Can Revolutionize Your Business
Wharton Digital Press, 2012, ISBN 978-1-61363023-5.
Gabe Zichermann, Joselin Linder: 'The Gamication Revolution - How Leaders Leverage Game Mechanics to Crush the Competition McGraw Hill,
2013, ISBN 978-0-07-180831-6.

Mario Herger: Gamication in Healthcare & Fitness. Vol 07. EGC Media, 2015, ISBN 978-1502856-09-8.
Michael Hugos: Enterprise Games - Using Game
Mechanics to Build a Better Business OReilly,
2012, ISBN 978-1-449-31956-4.
Karl M. Kapp, Lucas Blair, Rich Mesch (2013). The
Gamication of Learning and Instruction Fieldbook:
Ideas into Practice. John Wiley & Sons. ISBN 9781-118-67724-7.
Fuchs, Mathias (2014). Predigital Precursors of
Gamication. In Mathias Fuchs, Sonia Fizek,
Paolo Runo, Niklas Schrape. Rethinking Gamication. Lneburg: meson press. ISBN 978-395796-000-9.

10 External links
Mario Herger (October 18, 2013). Enterprise
Gamication: Engaging People By Letting Them
Have Fun. YouTube video of GamifyCon.
Gabe Zichermann (April 27, 2012). gamication:
innovation and future. YouTube video of the
keynote address at TNW 2012.
Sebastian Deterding (January 24,
2011).
Meaningful Play: Getting Gamication Right.
YouTube video of a Google Tech Talk.

11

11
11.1

TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES

Text and image sources, contributors, and licenses

Text

Gamication Source: https://en.wikipedia.org/wiki/Gamification?oldid=680613751 Contributors: Frecklefoot, Palnatoke, Delirium,

Ronz, Greenrd, Jeq, Jrockway, Tim Ivorson, Nickpelling, Alanl, Diego Moya, Jtalledo, Mbloore, Woohookitty, Ruud Koot, GregorB, Graham87, Rjwilmsi, ElKevbo, Lordelph, Bgwhite, Pseudomonas, GSK, Thnidu, Luk, SmackBot, Anthonzi, Thumperward, Ph7ve, Smallbones, Bfeld, Richard001, Axem Titanium, Kuru, Khazar, Fbartolom, DomStapleton, Woodroar, Ofol, Courcelles, George100, Headbomb,
Harsh manutd, Sabas11, Dougher, Kgagne, Magioladitis, Sepsep3, Soulbot, Steven Walling, Robfalla, Jerese, Mherger, Shawn in Montreal, McSly, Kchulis, Tarinth, Bonadea, Comrade Graham, Wikidemon, Thanatos666, Wassname, Andrewjlockley, Traveler100, Steveonz,
Ogiraldo, Deepusnath, Editor2020, Eik Corell, XLinkBot, Ost316, NathanLands, Addbot, Mortense, Wadewilliams, Download, LaaknorBot, Jarble, Ettrig, Luckas-bot, Yobot, Bunnyhop11, PA28, Taige, AnomieBOT, Hairhorn, Jim1138, Citation bot, Dairyllama, Warste,
Martnym, GrouchoBot, Emperorsmokey, Thehelpfulbot, FrescoBot, Flowagner, Biker Biker, Jonesey95, Hellknowz, Vel110, Salvidrim!,
Trappist the monk, Prkaushik, Teamabby, Stuartzs, Mean as custard, Bernd.Brincken, RjwilmsiBot, Ripchip Bot, EmausBot, John of
Reading, WikitanvirBot, Shining.Star, GoingBatty, ZroBot, Fereydouni, Donner60, Ilginece, Nhero2006, Nghafouri, Wilcott, ClueBot
NG, Bezik, Agnom, Mtwogz, Helpful Pixie Bot, Popcorndu, Unymma, BG19bot, Michaelmalak, PulsarBlow, Gamication, Foxre83,
Burnjo10, Sagema, Achowat, Sissa258, BattyBot, Syzgyz, Theo Buckley, Hammeyer, Khazar2, Occultus Lux, Miller97, Asmith2812,
Adambrownaus, IjonTichyIjonTichy, EagerToddler39, AtBar On, JurgenNL, Mogism, Alibabaoglan, SFK2, Priyanka365, Dkittrelle,
Qwertyuiop71944, Ncassadi, Epicgenius, Harryjacobs, Yamaha5, Faoileag, Galr10, Surfer43, Migabreu, Dyrim618, Andjrobins, Orbiteus, Shadog3, Chris troutman, Clone8En, UsernameABC, Tyrust, Fitzy2541, Jenasukumar, Dekappitation, Netvillage, CorriganK,
Jim Wexler, Salsakesh, Frandor2, Bikerkarl, Matthewsher09, Monkbot, MakeYourLifeAGame, Rosbro215, Arapuk, ToegepastePsychologieThomasMore, Maradaniek, Sightestrp, Advancingdagger, KobieTale, Kate ook, RachelSerpa, BrettofMoore, Dphan, Davindersandhu5911, JMP EAX, Bertzer2000, Htr1234, Ssborges, MarinaB IESF, Vidyasnap, Spielzeug1, Hgy1990, Ludosonique, Gcc1000, Gurrutxaga, SimonaVir, Kheilgen, Ashutoshbhskr, Shruthipr and Anonymous: 130

11.2

Images

File:Nuvola_apps_kaboodle.svg Source: https://upload.wikimedia.org/wikipedia/commons/1/1b/Nuvola_apps_kaboodle.svg License:

LGPL Contributors: http://ftp.gnome.org/pub/GNOME/sources/gnome-themes-extras/0.9/gnome-themes-extras-0.9.0.tar.gz Original
artist: David Vignoni / ICON KING

11.3

Content license

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