What is gamification?
Gamification is the introduction of game-like design principles into non-game activities such as domestic work or consumption, and it has become a widely popular way of developing media campaigns to enhance communication about a range of topics, from new tv releases to public safety. Jonna Koivisto’s doctoral dissertation summarises the most common practices of gamification as the introduction of point-scoring and comparative leaderboards, badged achievements and feedback, as well as clearly specified goals and narratives. While not all of these features might appear in gamified activity, there is also an awareness at present that we appear to be becoming a more ‘ludic’ society in that these features seem to be more widely representative in everyday social life or in the way we talk about our activities. With that in mind, it seems like a good idea to do research on gamification and its link to broader culture in order to understand this further.
Why is gamification so popular?
Aside from the employment of gamification as a means of enhancing the marketing of products and services, making everyday experiences gamified promises to make those experiences more engaging by making them fun. While play may involve any non-serious activity where we set aside the ‘serious’ business of everyday life to simply enjoy interacting with others, the regular pursuit of hobbies or games strives to produce a psychological state described by Csikszentmihalyi as ‘flow’, where all other concerns are temporarily suspended and your awareness is concentrated entirely on the activity in the moment. While everyone might have different tastes in terms of the activities and hobbies they usually enjoy, there are certain underlying mechanics to the pursuit of flow and how these are related to the principles of game design that have been uncovered by social science in the study of games and enjoyment.
However, it is not necessarily the case that gamification is something new; the introduction of games of work by workers to address monotony, or of piece-rate pay combined with ‘leaderboards’ used by managers to motivate employees has been such a foundational feature of organizational life we might speculate such goings-on occurring throughout our history as a species.
Why should we study gamification?
One of the interesting features of games is that they create what Huizinga called ‘a magic circle’ where the rules inside of the game-space are held to be sacred and anything going on outside of the game-space is largely ignored or its relevance suspended. Taking this into account, we can speculate that the extreme gamification of everyday life could be damaging just as easily as it could be engaging. Games are also both emotional and repetitive endeavours. Over the Christmas holiday if you lose at a game of Monopoly with your siblings you can always challenge them to a rematch, but as many of us are well-aware, all sorts of arguments might well break out.
Life, unlike a game, rarely allows for us to ‘go back to square one’ with no penalty. As many games are competitive, particular values and attitudes can be promoted by gamification that do not include sportsmanship and fairness. With these thoughts in mind, I’m really looking forward to exploring this more in the future.