This is an excerpt from the second part of the introduction of Actionable Gamification: Beyond Points, Badges, and Leaderboards. Buy a copy here or listen on Audible.
Gamification, or the act of making something game-like, is certainly not something new. Throughout history, humans have tried to make existing tasks more intriguing, motivating, and even “fun.” When a small group of people casually decide to compete against each other in hunting and gathering, or simply start keeping score of their activities and comparing it to their past records, they are adopting principles that are prevalent in modern games to make tasks more engaging.
One of the earlier works done on adapting gameplay practices within the workplace can be traced back to 1984, when Charles Coonradt explored the value of adding game-play elements at work through his book The Game of Work. 1
Coonradt addressed the question, “Why would people pay for the privilege of working harder at their chosen sport or recreational pursuit than they would work at a job where they were being paid?” He then boiled it down to five conclusions that led to hobbies being more preferable to work.
• Clearly defined goals
• Better scorekeeping and scorecards
• More frequent feedback
• A higher degree of personal choice of methods • Consistent coaching
As we dive deeper into our journey together, we will learn about how these factors boil down to specific motivation Core Drives that can be intently designed for.
On the other hand, some early forms of marketing gamification can also be seen in the form of (regrettably) “shoot the duck” banner ads on websites, where an image ad tempts users to click on it by displaying a duck flying around. These tactics have probably tricked many people, myself included, into clicking on them once or twice upon seeing them. Later on, eCommerce sites like eBay and Woot.com all adapted sound gamification principles to become hugely popular examples of how game mechanics and dynamics can really make a process fun and engaging (in later chapters, we will examine how both eBay and Woot.com utilize great gamifica- tion design to make purchases exciting and urgent).
Of course, as “games” evolved throughout the centuries, the art of “making things game-like” naturally evolved too. Through the ad- vent of the Internet, Big Data, pluggable frameworks, and stronger graphics, our ability to design and implement better gamification experiences has drastically improved to the point where we can now bring sophisticated and subtle game-like experiences into every aspect of our lives.
In recent years, the term “gamification” became a buzzword because the gaming industry shifted from making simple games that only target young boys, to social and mobile games like Farmville and Angry Birds that also appeal to middle-aged executives as well as senior retirees alike.