Start Date: 07/05/2020

Course Type: Common Course

Course Link:

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About Course

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.

Course Syllabus

Gamification is a new field, but games are ancient. In this first module, we'll look at what gamification is, why organizations are applying it, and where it comes from. While there isn’t universal agreement on the scope of the field, a set of concepts are clearly representative of gamification. The second lesson explains why the concept of games is deeper than most people realize, and how game design serves as a foundation for gamification.

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Course Introduction

Gamification: Transform, Scenarios, and Play Gamification is a broad term that covers a variety of applied game theory and management approaches, and is also the name of a popular game technology based training program. This course is the continuation of the specialization Introduction to Game Theory and Management. For this course students will learn the derivation of gamification concepts and how to apply them in a wide variety of fieldwork. They will learn the rationale for adopting a variety of game theoretic approaches, such as those from economics, political science, sociology, psychology, and others. They will also learn the importance and role of analytics in game theory and management. The focus of this course is on game theoretic approaches and the applications they have for managing players. This focus is both necessary and desirable, for three reasons. First, game theory is the basis for understanding and directing game production. Second, game theoretic approaches are also important for game design. A strong grounding in game theory will enable students to design and develop high quality games. And, third, game theoretic approaches are essential for the design and implementation of game technologies, which are the basis of many innovative platforms and game business models. This course is intended as part 2 of a series: Gamification: Theory, Methodology, Applications, and Training. In the series we will learn more about gamification and apply it to more specialized topics such as management of game developers, strategy game designers, and management of game operations

Course Tag

Psychology Marketing Game Design Gamification

Related Wiki Topic

Article Example
Gamification Gamification 2013, an event exploring the future of gamification, was held at the University of Waterloo Stratford Campus in October 2013.
Gamification MIT Professor Kevin Slavin has described business research into gamification as flawed and misleading for those unfamiliar with gaming. Heather Chaplin, writing in "Slate", describes gamification as "an allegedly populist idea that actually benefits corporate interests over those of ordinary people". Jane McGonigal has distanced her work from the label "gamification", listing rewards outside of gameplay as the central idea of gamification and distinguishing game applications where the gameplay itself is the reward under the term "gameful design".
Gamification Gamification is the application of game-design elements and game principles in non-game contexts. Gamification commonly employs game design elements which are used in non-game contexts to improve user engagement, organizational productivity, flow, learning, crowdsourcing, employee recruitment and evaluation, ease of use, usefulness of systems, physical exercise, traffic violations, voter apathy, and more. A collection of research on gamification shows that a majority of studies on gamification find it has positive effects on individuals. However, individual and contextual differences exist. Gamification can also improve an individual's ability to comprehend digital content and understand a certain area of study such as music.
Gamification As illustration, Microsoft has announced plans to use gamification techniques for its Windows Phone 7 operating system design. While businesses face the challenges of creating motivating gameplay strategies, what makes for effective gamification is a key question.
Gamification University of Hamburg researcher Sebastian Deterding has characterized the initial popular strategies for gamification as not being fun and creating an artificial sense of achievement. He also says that gamification can encourage unintended behaviours.
Gamification Several researchers consider gamification closely related to earlier work on adapting game-design elements and techniques to non-game contexts. Deterding "et al." survey research in human–computer interaction that uses game-derived elements for motivation and interface design, and Nelson argues for a connection to both the Soviet concept of socialist competition, and the American management trend of "fun at work". Fuchs points out that gamification might be driven by new forms of ludic interfaces. Gamification conferences have also retroactively incorporated simulation; e.g. Will Wright, designer of the 1989 video game SimCity, was the keynote speaker at the gamification conference Gsummit 2013.
Gamification In a review of 132 of the top health and fitness apps in the Apple app store, in 2014, using gamification as a method to modify behavior, the authors concluded that "Despite the inclusion of at least some components of gamification, the mean scores of integration of gamification components were still below 50 percent. This was also true for the inclusion of game elements and the use of health behavior theory constructs, thus showing a lack of following any clear industry standard of effective gaming, gamification, or behavioral theory in health and fitness apps."
Gamification Fuchs et al. investigated historical predecessors to today's gamification that go back to the 18th century.
Gamification In a review of health apps in the 2014 Apple App Store, over 100 apps showed a positive correlation between gamification elements used and high user ratings. myfitnesspal was named as the app that used the highest amount of gamification elements.
Gamification "Gamification" as a term has also been criticized. Ian Bogost has referred to the term as a marketing fad and suggested "exploitation-ware" as a more suitable name for the games used in marketing. Other opinions on the terminology criticism have made the case why the term gamification makes sense.
Gamification The term "gamification" first gained widespread usage in 2010, in a more specific sense referring to incorporation of social/reward aspects of games into software. The technique captured the attention of venture capitalists, one of whom said he considered gamification the most promising area in gaming. Another observed that half of all companies seeking funding for consumer software applications mentioned game design in their presentations.
Gamification Gamification has been used in an attempt to improve employee productivity, health care, financial services, transportation, government, and others. In general, enterprise gamification refers to work situations where "game thinking and game-based tools are used in a strategic manner to integrate with existing business processes or information systems. And these techniques are used to help drive positive employee and organizational outcomes." In 2015 Microsoft gamified performance management in its Customer Support Services call center to improve agent's engagement, satisfaction and retention. The gamification approach used included leveling (level advancement), badges, and scoring systems, as well as other game elements, which would vary by agent team and region .
Gamification The same study called for standardization across the app industry on gamification principles to improve the effectiveness of health apps on the health outcomes of users.
Gamification Gamification practitioners have pointed out that while the initial popular designs were in fact mostly relying on simplistic reward approach, even those led to significant improvements in short-term engagement. This was supported by the first comprehensive study in 2014, which concluded that an increase in gamification elements correlated with an increase in motivation score, but not with capacity or opportunity/trigger scores.
Gamification Gamification has also been applied to authentication. For example, the possibilities of using a game like Guitar Hero can help someone learn a password implicitly. 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. Gamification has also been proposed as a way to select and manage archives. Recently, an Australian technology company called Wynbox has recorded success in the application of its gamification engine to the hotel booking process.
Gamification Game designers like Jon Radoff and Margaret Robertson have also criticized gamification as excluding elements like storytelling and experiences and using simple reward systems in place of true game mechanics.
Gamification Among established enterprise firms, SAP AG, Microsoft, IBM, SAP, LiveOps, Deloitte, and other companies have started using gamification in various applications and processes.
Gamification In addition to companies that use the technique, a number of businesses created gamification platforms. In October 2007, Bunchball, backed by Adobe Systems Incorporated, was the first company to provide game mechanics as a service, on Dunder Mifflin Infinity, the community site for the NBC TV show "The Office". Bunchball customers have included Playboy, Chiquita, Bravo, and The USA Network. In June 2009 a Seattle-based startup called BigDoor was founded, providing gamification technology to non-gaming websites. Badgeville, which offers gamification services, launched in late 2010, and raised $15 million in venture-capital funding in its first year of operation. In 2011, Playlyfe was launched which started offering gamification as a service to individual developers and enterprises.
Gamification Alix Levine, an American security consultant, described gamification as some techniques that a number of extremist websites such as Stormfront and various terrorism-related sites used to build loyalty and participation. As an example, Levine mentioned reputation scores.
Gamification Through gamification's growing adoption and its nature as a data aggregator, multiple legal restrictions may apply to gamification. Some refer to the use of virtual currencies and virtual assets, data privacy laws and data protection, or labour laws.