The Gamification Toolkit by Kevin Werbach & Dan Hunter

Author:Kevin Werbach & Dan Hunter [Werback, Kevin]
Language: eng
Format: epub
ISBN: 978-1-61363-068-6
Publisher: Wharton Digital Press
Published: 2018-01-01T15:54:00+00:00

5. Relationships

Games are social. For thousands of years of human history, competitive games had to involve more than one player, because there was no way to simulate an opponent. Video games initially allowed for a single-player experience, but with the rise of the internet the most popular games have increasingly involved either player interaction at the core (The Sims Online) or some cooperative/competitive mode (Halo, Madden NFL, Call of Duty, etc.). The multibillion-dollar market for social games on Facebook emerged out of nowhere, but in retrospect should have been predictable because social interaction is such a powerful human drive. Even when the game is played solo, players want to share their experiences and accomplishments with their friends.

We know now that the way participants relate to each other matters as much as how they relate to the game. Depending on the player, the game, or the particular circumstances of the interaction, those interactions can take many forms. The status value of winning is a powerful motivator, but not the only one. Sharing with friends and helping others also touches deep emotional nerves: Think of how people feel when cooking for friends, or when volunteering at soup kitchens.

Designing for relationships means keeping in mind two kinds of social dynamics: those inside the game and those outside. A gamified system like the Keas program for employee wellness may invoke competitive energies within the game, but in doing so it creates a stronger sense of camaraderie among coworkers outside of it. (The opposite wouldn’t be as desirable.)

EXAMPLE: If you ask most high-level World of Warcraft (WoW) players what’s at the heart of their experience, they’ll tell you it’s their guild, the group of players they play the game with to achieve things that they can’t achieve by themselves. Even though WoW has many individual challenges and quests, its design makes players depend on one another. Scribes need reagents that are collected by herbalists; mages need rogues to open locked boxes; and warriors need healers to keep them alive. Even without these artificial inducements, the camaraderie of the group is tremendously appealing to players.

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