Gamification has a bad aura surrounding it. One thinks of Gamification as being best done by Zynga and its evil time-devouring demon called FarmVille. But a recent crop(just mentioning FarmVille has infected me!) of apps have affirmed this belief that not all Gamification is bad.
What is Gamification?
Before we dig in, here is Wikipedia’s definition of Gamification–
Gamification is the use of game design techniques, game thinking and game mechanics to enhance non-game contexts.
Good definition but I think we could add a little more color. Before I reveal what it is, let me share details of a few apps that have influenced my thinking.
Zite is a online magazine that lets you subscribe to news on specific topics you select. Zite is like a smart sister to the pretty Flipboard. Zite absolutely shines when it comes to the quality of articles it recommends. It does that by taking feedback on the article you read. It tackles the “how to get feedback” by asking three questions i) Do you want to see more from same site/author? ii) Did you like this post? iii) Do you want to see more articles on the topics like this article?. Between these three questions it captures a nice overview of how a user feels about the content. I did not take this mechanism seriously for a while but once I started giving it the feedback, I found quality of new articles become really really good. To summarize, Zite uses Gamification to improve quality of article recommendations.
Newsle is a new breed of recommendation system. It does one thing, to show news articles about people you care about. It picks the list of people from your social graph and also provides means to add ad-hoc names. Imagine you could keep track of your friends, competitors to see if they get mentioned on any news articles. Newsle deserves a bigger post because they use entity recognition algorithm to solve a practical problem(how do I see news about people I care about?) cleanly. Newsle takes feedback from you on whether the person entity it has recognized in an article is the same person you care about. So, Newsle uses Gamification to improve its people recognition algorithm.
Cargobot is an ingenious game designed to teach programming principles. You instruct a robot to move in certain predefined set of ways to accomplish task of moving cargo boxes. I found this an absolute delight to play and even got my kid interested in instructing the robot to do things. This could a nice first step before getting kids onto bigger stuff like Lego’s Mindstorms. You play a game but the side effect is to learn programming principles. Clever use of a Gamification to teach programming.
Lift, an iOS app, is yet to be released. From the reviews I have seen its helps accomplish changes to your habits by having a virtual group of friends to motivate you. Simple app and am sure there are many like it. I really like how Lift, and similar apps, use Gamification of social interactions to influence old behavior or acquire new ones.
Contactually is CRM for your email. It takes your email contacts and helps manage each relationship by reminding you to stay in touch with people. The reason it finds a place here is in how it make you categorize your contacts. Getting your contacts grouped by what they mean to you is a chore. But Contactually makes it into a game by asking you to bucket contacts. I found ‘bucketing’ to be more palatable than just calling it categorizing contacts. The feature would have remained they same in function and UX if it had been called categorization. Contactually have tweaked your perception of categorizing to make it more enjoyable.
ReWire is an app to help build attention/concentration skills. Disclosure – this is a game my firm did the development for. Essentially what it does is to take a conventional audio or video signal and interrupts it and looks for action from you on whether you have recognized the interruption or not. Deceptively simple mechanics but it produces a zoned in state where your senses are tuned in. This is almost like a regular game but what makes ReWire different is that it tries to focus exclusively on the negative spaces and not the actual audio or video signal that is going on in the app. It helps you to stay mentally at one place without being distracted. Exactly the state you need to be in to solve hard problems or do meditation or any activity that needs concentration. Again good example, I think, of Gamification to improve concentration.
In all these examples the key element was to influence the user to take an action. Whether it was by making an activity into a game, or by game-like rewards for taking a specific action. This is conventionally called interaction design but I feel some of these examples go much beyond that. So here is my definition:
Gamification is the process of engineering or eliciting a certain behavior. Gamification uses a combination of interaction design techniques and understanding of human psychology to accomplish its goals.
What do you think? Does my definition capture what Gamification means to you? What other apps do you know do this better? Let me know in the comments.