Posted by: Karl Bunyan on: October 29, 2010
Lipton’s brand guidelines have been made into an iPod game along the lines of “Who Wants To Be A Millionaire” to help brand managers remember the details better:
BRIEF: Lipton approached us with a problem: no one was reading their brand guidelines. However, when was the last time anyone got excited by brand guidelines?
SOLUTION: We created something completely unheard of — brand guidelines that are actually fun and engaging.
Posted by: Karl Bunyan on: October 19, 2010
The President of micro-lending site Kiva made an interesting story by claiming that their biggest competitor is a social gaming company. From Techcrunch:
I think our biggest competitor is actually, probably Zynga. It’s not other nonprofits it’s actually competing for people’s attention. That fantasy football player in Canton, Ohio who might play two hours of Farmville at night, how do we get them to think about Uganda?…If building a real farm on Kiva can be as compelling as building a virtual farm on Facebook, then I think we’ve done our jobs really well.
I can easily agree with that point of view: Kiva are fighting for discretionary time and money that people spend online. (Although given how many players Zynga games have, in one way everybody could be said to be competing with them.) Where I agree less is in the integration of “game mechanics” as next steps:
You can imagine us creating simple things like leader boards, so leaderboards by who’s the top lender in San Francisco. You can imagine us actually creating badges so for example, a four basic food groups badge, if you lent to a business that sells meats, lends to one that sells dairy, lend to a vegetable farmer, lend to a fruit grower, you know you’d get the four food group badge. You can imagine us creating kind of different ways of personal achievement being realized on the website, I think that one of the most compelling things we can do is giving people a sense that by small actions in the present moment they can really affect the lives of someone else, so beyond just the gaming mechanic, it’s really kind of making sure that the feedback loop between the person that they’re trying to help is really strong and broad.
I can’t see that leaderboards and badges are going to be a big motivator for somebody that’s already using Kiva, or that it’s going to turn new users onto the idea. I would expect the feeling of satisfaction that comes from a social investment is much stronger than one that would come from gaining a badge or seeing your name on a leaderboard. Although there are things that these give a user – clear direction on being steered, feedback on making a good decision, and a place for social recognition – I believe there are better ways to deliver these without clouding the user’s perception of what their end achievement is.
The main thing I took from Punished by Rewards was that the “if you do this, then you will get that” method of motivation is extrinsic, not intrinsic, and hence can weaken the desire to perform an activity that already has a strong intrinsic motivation. Strengthening the intrinsic motivation to lend through Kiva rather than play FarmVille is certainly worth doing, but I think it’s more likely that a simplified interpretation of “game mechanics” as leaderboards and badges will increase only the extrinsic motives.
Posted by: Karl Bunyan on: October 19, 2010
From the Nukotoys website:
Nukotoys creates virtual worlds and interconnected toys(TM) magically linking virtual and real world adventure. Founded in San Francisco in 2009 for today’s digitally sophisticated kids and their engaged parents, Nukotoys strives to be America’s next great toy company.
It’s a mixture of MMORPG with card scanning and other activities.
Our beautiful 3D virtual worlds re-invent “classic” adventure and trading card games. Our interconnected toys(TM), trading cards, figurines, and books enable dynamic play at and away from the computer.
The video only shows one example of card scanning – no doubt largely down to the fact that everything appears to be in development. It’s an interesting idea for somewhere in the future, although I feel it may all come down to which company implements this idea at the right time in the technology adoption curve.
Posted by: Karl Bunyan on: October 18, 2010
I’ve just finished (most of) the book “Finite and Infinite Games“. I say “most of” because some of it’s heavy going and not in a subject domain that I have much background knowledge of so the complex arguments are a bit wasted on me. So, I skipped them. But there are some interesting thoughts on the pursuit of property as a finite game. And incidentally: it’s hard to get a hold of the concept of the infinite game without just reading the book. Rather than a poor paraphrase, I’ve reproduced some extended sections below:
One of the most effective means of self-persuasion available to a citizenry is the bestowal of property. Who actually owns a society’s property, and how it is distributed, are far less important than the fact that property exists at all. To understand the peculiar dynamic of property we must return to one of the features of finite play.
What the winner of a finite game wins is a title. A title is the acknowledgement of others that one has been the winner of a particular game. I cannot entitle myself. Titles are theatrical, requiring an audience to bestow and respect them. Power attaches to titles inasmuch as those who acknowledge them accept the fact that the struggle in which the titles were won cannot be take up again. Possession of the title signifies an agreement that competition is forever closed in that particular game.
The relationship is made between titles and winning.
It is therefore essential to the effectiveness of every title that it be visible and that in its visibility it point back at the contest in which it was won. The purpose of property is to make our titles visible. Property is emblematic. It recalls to others those areas in which our victories are beyond challenge.
Property may be stolen, but the thief does not therefore own it. Ownership can never be stolen. Titles are timeless, and so is ownership of property…
Ownership of titles and ownership of property have a level of equivalence.
… The theatricality of property has, in fact, an elaborate structure that property owners must be at considerable labor to sustain. If property is to be persuasively emblematic, that is, if it is to draw attention to the owner’s titles in past victories, a double burden falls on its owners:
First, they must show that the amount of property corresponds to the difficulty they were under in winning title to it. Property must be seen as compensation.
If nobody believes you’ve worked for the property then the value of property itself is devalued.
Second, they must show that the type of their property corresponds to the nature of the competition by which the title to it was won. Property must be seen to be consumed…
How one uses property is as important as owning it outright.
Property is appropriatedly compensatory whenever owners can show that what is gained is no more than what was expended in the effort to acquire it. There must be an equivalency between what the owners have given of themselves and what they have received from others by way of their titles...
Too much work for too little property, or too little work for too much property, does not carry the same weight.
…To be fully compensated for what one gave of oneself in the struggle for a title is to be restored to the condition one was in prior to competition.
Property is an attempt to recover the past. It returns one to precompetitive status. One is compensated for the amount of time spent (and thus lost) in competition.
The attempt to recover the past is, however, a theatrical attempt which can succeed only to the degree that it is consipicuous to its audience…
…What is at stake here for owners is not the amount of property as such, but its ability to draw an audience for whom it will be appropriately emblematic; that is, an audience who will see it as just compensation for the effort and skill used in acquiring it.
It seems like an obvious statement, but property and titles are only valuable inasmuch as others recognise that value. Where this seems different to economic theory, to me, is that property as the embodiment of a title win has a different meaning to property that is bought and sold; you can lose (or give away or consume) the property itself but the act and process of gaining it is permanently set in time.
Posted by: Karl Bunyan on: October 17, 2010
Sky News decided to opt for the “high score” metaphor when showing how well the rescue of the Chilean miners was going. They could possibly have gone for the progress bar, since there were only a finite number of miners to rescue, but the counter works well enough. However, it really should have been a count down to zero (“Miners remaining”) to anchor the success metric and avoid displaying two numbers.
Posted by: Karl Bunyan on: October 14, 2010
This video, shown as the introduction to the 2010 Playful conference, raises some interesting questions about “gamification” including “do games and playfulness diverge the more we try to integrate games into life”.
Posted by: Karl Bunyan on: September 29, 2010
“Imagine software that mixes work and play… where every message is a jumbo jet.” That’s the promise of 3D Mailbox.
It’s been around for a while but somehow bridges the divide between ridiculous and genius, or at least it does for me. (And no, I don’t use it: Gmail’s does me just fine.)
Posted by: Karl Bunyan on: September 29, 2010
Sebastien Deterding’s presentation, “Pawned: Gamification and Its Discontents”, from this year”s Playful conference, is up on Slideshare, and embedded below. Watch full-screen on Slideshare and read the notes at the bottom of each slide. (You may need to close the ads.)
I made a few notes about the presentation in my write-up of Playful, but I don’t think it’s worth me try to summarise any more: virtually every slide contains something useful enough that the whole thing is essential viewing.
Posted by: Karl Bunyan on: September 25, 2010

Playful‘s own description of itself as “a one-day event all about games and play” doesn’t really do it justice, but I can’t think of a better summation either so I’ll leave it at that one. It was a day of short (twenty minute) talks on a diverse range of subjects without the only real requirements being that a) it’s not a commercial pitch platform and b) it was something to do with “play” based on whatever the speaker takes that term to mean.
The format is a winner for me as essentially the twenty minute requirements limits everyone to making a simple point without a ream of academic argument and research to justify it. It was certainly more about opinions, speculation and thought-provoking ideas than a regular conference and for a sense of participation it pretty much straddles the regular concepts of a conference and unconference.
A couple of themes seemed to emerge, although possibly these are just a result of what I took from the talks and others may have wildly differing opinions:
There were more but I think the best way to get a bigger picture is with a rapid-fire overview of how I saw things at the time, as noted in my complimentary Field Notes notebook:
Naomi Alderman talked about the importance of characterisation in games, and in particular the challenge of creating a story that allows a character to change from beginning to end. In particular, how this was actually quite a hard thing to do if the player had free choice and how the game-as-linear-story could work a lot better if the character journey was also made more interesting.
Paul Bennun demonstrated some audio-only games, and showed how the player in flow was just as immersed as with any other game type. Audio Pong is worth watching:
Dan(?) from Made in Me talked through their work in creating open-ended toys and stories.
Bea (aged 9) was interviewed about her thoughts on ethical games and games in general, and made an point about how games aimed at kids could be educational about world events not through changing the game but by themed items e.g. solar panels that characters could put on their igloos.
Nicholas Nova talked through the evolution of game controllers, highlighting some of the successes (Nintendo controllers as the root of so many others) and a few dead ends (Apple’s controller with a touchpad).
Pat Kane talked about humour and comedy as a part of play and how linguistic humour is valuable as a play act that can never be taken away from the individual, no matter what situation they find themselves in.
Richard Hogg made me realise I’m also a contrarian. Contrarians can be identified by their love of things not necessarily because they work well, but because the aim was a high romantic ideal. Contrarians have “escaped the inevitability of liking things just because they’re good”.
Tom Muller showed us some of his comic illustrations and attempts to break out of formulaic commercial cover designs.
Jonathan Smith gave one of the talks of the day about the Lego computer game series. He spoke of how “what I want” vs “what is expected of me” is important in everything, including games, and how being told how to play within a system is often an important constraint even for apparently free play.
John (?) talked through the Spots vs Stripes game competition for Cadbury. James Wallis gave a wide-reaching introduction to his entry Flick Racer which tied it back to the French Revolution, whilst Sally Manning showed how she one-upped her game-designer husband by reaching the final two of the competition with her very first game design: Egg-a-thon.
Roo and Leila from Shift Run Stop did a live-recorded podcast interview with Dominik Diamond, a long-standing figured for games programmes on television (especially 90′s series Gamesmaster), although he’s now living in Nova Scotia dodging coyotes.
Sebastian Deterding, whose previous presentation “Just add points?” is essential viewing, railed against the simplification of the idea that games are simply points and leaderboards in “Gamification and its Discontents“. What he called “the badge measels” is spreading through the internet like a virus, and he drew on Sturgeon’s Law that “90% of everything is crap” i.e. even if you manage to make a game out of something, it doesn’t mean the game will be any good. “Games are not fun because they’re games, games are fun when they’re well-designed.” Game mechanics themselves are not play; they don’t pause our everyday lives.
Margaret Robertson from Hide & Seek then pretended she wasn’t going to be profound about anything and was just going to show us all through the indie game Minecraft. It turned out to be very profound and led us through a play session that involved no rules, no characterisation, no clear aims or goals, and certainly no points or leaderboards. It ended with her setting fire (in the game) to a piece of landscape that she’d crafted to read “game = points” – and had stayed up until 4am doing so. She ended on the recommendation that anyone who does think games = points should also be set fire too. If there’s one talk I hope makes it onto video then this is it.
Bertrand Duplat talked us through some interesting experiments on using iPads and iPhones as extensions of/integrations with paper-based games. Based on the term “Paper as a New Computer Platform” it showed some interesting technology which you can see in action on YouTube.
Alexis Kennedy talked through Echo Bazaar and some of the things they’ve learnt about letting players choose to put their characters (who are pervasive and can’t be saved) through situations of misery. They found that in situations where the player had actively given their character some kind of mental scar, the player was very likely to want to share with their friends through Twitter or Facebook that something bad had happened. However, repetitive misery, with no choice, was generally just seen as a nuisance. He almost tried to make a conclusion and, in a a move that I think should be emulated more often, ended by saying “this presentation doesn’t really have a point; it just sort of tails off”.
Finally Dom Hodge and Dave Haynes ran through some outcomes from music hackdays, including a game of snake where picking up pills resulted in music being composed.
Especially from the relationships between “game”, “gameification”, “play” and “fun”, the day gave me a lot to think about.
Posted by: Karl Bunyan on: September 23, 2010
A new scheme called Walk to School, launched in the UK, is encouraging schoolchildren to walk to work in return for metal badges. The programme aims to encourage schoolchildren to walk, rather than be driven or take public transport, in a dual effort to combat obesity and traffic congestion.
The reward sub-scheme is called “Walk Once a Week” (or WoW), with the key point that the badges are given in return for maintaining a walking regime. The badges are themed and matched to the months that they’re achieved in, so September’s badge is different from October’s. Generally the system is quite simple (and probably needs nothing more). The full set of badges is available to download and a few are shown below.
Wallcharts and postcards for provided for recording progress and these are fun things in themselves. Each one is themed to match its badge and provides a related fun fact.
Badges are awarded if a pupil shows that they walked at least four times a month. They’re metal so have more perceived value rather something like a simple gold sticker.
There are a few facts and figures to showcase the scheme’s early successes:
It’ll be interesting to see whether rates of walking beyond the minimum once-per-week level that WoW encourages, but there are a couple of reasons why this might not be a case of only temporarily changing behaviour in response to specific rewards.
For one, walking to school may well prove significantly more enjoyable for schoolchildren than being shuttled by their parents; rather than being an attempt at habit-forming (i.e. walk every week) this might succeed purely as habit-breaking (drive every day).
Secondly, a note in the evaluation report highlights says that “84% of girls and 84$ of boys would prefer to travel by walking or bike than by car or bus”. In other words: the kids already wanted to walk to school. WoW gives them an incentive, backed by a voice of authority, to break the behaviour patterns of their parents. That might make all the difference between behaviour changing and empty badgeification.