Gamification

Gamification is a term originating in 2008 but not widely used until the latter half of 2010 (Deterding et al, 2011). It has been defined as “the use of game design elements in non-game contexts” (Deterding et al, 2011:2). It refers to taking elements of games, such as a scoring system, and applying them to non-game scenarios, such as users getting points every time they write a review with either a reward at the end or a hiscore table creating competition. It creates an incentive to participate and engages the user more than without it. It may also trivialise certain areas, so it needs to be adopted carefully.

Deci and Ryan (2002) propose the Organismic Integration Theory (OIT): the incorporation of external stimuli that affects the self-determination of the user. This very philosophical work investigates the motives behind human interaction in a given environment. They argue humans have a natural tendency towards active engagement within an environment that can expand and refine their understanding of “self” (Deci and Ryan, 2002:5). The notion of “self” is pivotal in their (largely offline-focused) study and certainly has relevance in the digital realm. It also ties in with the importance of incentives.

Application for Scene

The gamification aspect of the app will hopefully prevent those with a low score from experiencing negative connotations about their social life and subsequently feeling negatively about the app. Further, if we introduce external rewards, such as discounts for ‘level 10 Foodies’, it will encourage users to use the app, score points and earn rewards. They will be determined to level up and unlock new benefits or discount tokens. The OIT will also encourage users to actively participate in the app to improve their social status and concurrently their understanding of the “self”.

References:

Deci, E. L. and Ryan, R. M., 2002. Overview of self-determination theory: An organismic dialectical perspective. [pdf] Available at: <http://www.elaborer.org/cours/A13/lectures/Ryan2004.pdf> [Accessed 20 March 2015].

Deterding, S., Dixon, D., Khaled, R. and Nacke, L., 2011. From game design elements to gamefulness: defining gamification. In: Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments. Tampere, Finland, 28-30 September 2011. New York: ACM.