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"Beyond Nudges: Gamification as Motivational Architecture," presentation to the 2013 Computers, Privacy, and Data Protection conference, Brussels, Belgium
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Prof. Kevin Werbach Dept. of Legal Studies & Business Ethics Wharton School, Univ. of Pennsylvania
[email protected] Twitter: @kwerb
Gami!cation as Motivational Architecture
Regulation
http://commons.wikimedia.org/wiki/File:Boulton_and_Watt_centrifugal_governor-MJ.jp
Nudges •  We are “predictably irrational” (Ariely), prone
to mental “mistakes” (Kahnman & Tversky) –  E.g., loss aversion, anchoring, temporal biases
•  Insight: leverage this knowledge to create “choice architectures” (Sunstein & "aler) –  E.g., changing defaults,
mandating disclosure –  Governments applying,
especially U.S., U.K.
My Grudge with Nudge •  Not the standard conservative critique!
–  (the “Nanny State”)
•  Choice limited to behaviorist conception –  What people do, not why they do it –  Deviations from “rationality” aren’t all “mistakes” –  Good data (“RECAP”) doesn’t always produce good results
•  Architecture reduced to construction –  Real architecture is a design practice
Missing Piece: Motivation •  How does the experience satisfy human needs? •  Why do people comply? •  Can we go beyond basic compliance?
•  Behaviorism is right… until it isn’t –  Teresa Amabile’s research on creativity –  Deci & Ryan on motivation in the workplace, school, etc.
Games as Motivational Design •  Good games are fun
–  Challenges, contingency, competition, teamwork, etc. –  Voluntariness necessitates engagement techniques
•  Games are designed artifacts –  Process: iterative, human-centered, goal-oriented –  Rich palette (e.g., points, levels, avatars, virtual goods) –  Developed practice (e.g. playtesting, narrative, balance) –  Focus on the player journey –  Recognition that users will game the system
Beyond Nudges
vs. vs.
Average speed in 3-day Stockholm test decreased
from 32 to 25 kmph.
http://www.youtube.com/watch?v=iynzHWwJXaA
http://www.whitehouse.gov/blog/2011/11/23/games-grand-challenges
Private Sector Gami!cation
Models
Pointsi!cation as Motivational Design
Recyclebank
Fortunately, it gets better
Social Dynamics
OPower
Integrated Experiences
Zamzee (Hope Labs)
Rewards+Chance+Social
CAPRI (Balaji Prabhakar)
Data Protection Issues •  All interactions trackable •  Granular user data feeds analytics
–  “We’re running several hundred tests at any given time for every one of our games.” – Mark Pincus, Zynga (2010)
•  To whom do achievements belong?
Reasons for Optimism •  Public sector doesn’t need to monetize
–  Nascent industry of gami!cation vendors and adopters seeking guidance
•  Player-centric design •  Gami!ed UX for privacy policies (Calo)
Gamify the Privacy Policy?
!ank you!