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You're reading from  Gamification for Product Excellence

Product typeBook
Published inSep 2023
PublisherPackt
ISBN-139781837638383
Edition1st Edition
Concepts
Product Management
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Authors (2):
Mike Hyzy
Mike Hyzy
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Mike Hyzy

Mike Hyzy is a highly experienced product strategist and principal consultant with a proven track record of delivering results. Throughout his career, he has demonstrated exceptional leadership skills, guiding cross-functional teams to successful product launches and driving growth for his clients. With a deep understanding of the product development landscape, Mike is known for his ability to develop and execute effective product strategies, bringing innovative products to market. Mike holds key certifications, including an NPDP certification from the Product Development and Management Association, a CSPO certification from the Scrum Alliance, and a Foresight Practitioner certification from the Institute for the Future.
Read more about Mike Hyzy

Bret Wardle
Bret Wardle
author image
Bret Wardle

Bret Wardle is an advocate for the convergence of design psychology in games and software. This includes concepts such as understanding similarities between professional e-sport players and software power users and studying the societal changes invoked by using “hi-scores” in e-commerce platforms. He finds joy in implementing these findings to make products and experiences people love to use! He started his career as a game designer and has since moved over to primarily software and product design. Bret has worked within organizations as large as Electronic Arts, and as small as two-person start-ups. Bret is Nielsen Norman Group Masters certified, as well as holding a PMC-V certification from the Pragmatic Institute.
Read more about Bret Wardle

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Gamification Frameworks and Experts

As we discussed in Chapter 1, the concepts behind gamification go back a long way. And because of that, many have built frameworks and other thought processes around several of the concepts that game design touches. There is no single framework that is applicable across the board; you must find the bits and pieces that work for your product. Having a basic understanding of the frameworks that exist can help you find the pieces that make sense for you. Throughout this chapter, you will learn about several existing frameworks and key individuals within the field of gamification design.

We will cover the following main topics:

  • Gamification frameworks and methodologies
  • Additional players in the game

Gamification frameworks and methodologies

A framework or methodology is a holistic way to take on gamification (or any task, for that matter). Some of the frameworks we will discuss are a little older than others, and some are more widely known. But all of them offer some guidance into how you could build gamified design into your product or service. Your tendency might be to gravitate toward one or two frameworks that sound appealing to you, and in some cases, that might be fine, but understanding each of the concepts within might provide you with something that could be easily applied to your project. The explanations provided are overviews, and with each framework, there might be a whole book’s worth of explanations. If any of the frameworks herein seem like they might work, it is worth seeking out further detail.

The MDA framework

The MDA framework is a formal approach to understanding games and their design. The MDA framework was introduced in a paper titled MDA:...

Additional players in the game

Not all of the experts in the field of gamification have an established methodology. In addition to all the creators we just mentioned, there are several other thought leaders it is worth knowing about if you plan on diving into gamification. These are people that have done extensive research in the field of game design, psychology, and/or human behavior.

Jane McGonigal

Jane McGonigal is a prominent figure in the field of gamification, renowned for her groundbreaking work in designing games that have a positive impact on individuals and society. Her work revolves around the concept of “serious games,” which are games designed for purposes beyond entertainment. McGonigal believes that games have the potential to address important social, psychological, and environmental issues, and her contributions reflect this belief.

One of McGonigal’s notable contributions is her book, Reality Is Broken: Why Games Make Us Better and How...

Summary

There are many existing frameworks and methodologies, and a lot of experts in the field of gamification. By studying these existing concepts, we can start to quickly implement features and concepts into our products knowing that an established method may already be applicable. After reading all the various frameworks, you will see that there is extensive overlap between them all.

It is also worth noting that, as a young field, things are changing incredibly fast, and frameworks can be introduced and changed quickly. This book provides a bit of a snapshot in time, but as a student of gamified design, you should always be seeking out the latest information. As we progress through this book, you may notice parts of these frameworks being used in examples or exercises. See if you can spot them and tie them back to a particular framework.

Within many of these frameworks, you likely noticed a heavy focus on understanding the user, which is crucial to any project, especially...

Further reading

  • Hunicke, Robin; LeBlanc, Marc; and Zubek, Robert, MDA: A Formal Approach to Game Design and Game Research, 2001, https://users.cs.northwestern.edu/~hunicke/MDA.pdf
  • Fogg, BJ, Persuasive Technology: Using Computers to Change What We Think and Do, Morgan Kaufmann, 2003
  • Rock, David, SCARF: A Brain-Based Model for Collaborating with and Influencing Others, 2008 https://schoolguide.casel.org/uploads/sites/2/2018/12/SCARF-NeuroleadershipArticle.pdf
  • Chou, Yu-Kai, Actionable Gamification: Beyond Points, Badges and Leaderboards, 2015
  • Eyal, Nir, Hooked: How to Build Habit-Forming Products, Portfolio, 2014
  • Marczewski, Andrzej, The Gamification Design Handbook: Even Ninja Monkeys Like to Play, 2023
  • Zichermann, Gabe; Cunningham, Christopher, Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps, O'Reilly Media, 2011
  • Werbach, Kevin; Hunter, Dan, For the Win, Revised and Updated Edition: The Power of Gamification and Game Thinking...
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Authors (2)

author image
Mike Hyzy

Mike Hyzy is a highly experienced product strategist and principal consultant with a proven track record of delivering results. Throughout his career, he has demonstrated exceptional leadership skills, guiding cross-functional teams to successful product launches and driving growth for his clients. With a deep understanding of the product development landscape, Mike is known for his ability to develop and execute effective product strategies, bringing innovative products to market. Mike holds key certifications, including an NPDP certification from the Product Development and Management Association, a CSPO certification from the Scrum Alliance, and a Foresight Practitioner certification from the Institute for the Future.
Read more about Mike Hyzy

author image
Bret Wardle

Bret Wardle is an advocate for the convergence of design psychology in games and software. This includes concepts such as understanding similarities between professional e-sport players and software power users and studying the societal changes invoked by using “hi-scores” in e-commerce platforms. He finds joy in implementing these findings to make products and experiences people love to use! He started his career as a game designer and has since moved over to primarily software and product design. Bret has worked within organizations as large as Electronic Arts, and as small as two-person start-ups. Bret is Nielsen Norman Group Masters certified, as well as holding a PMC-V certification from the Pragmatic Institute.
Read more about Bret Wardle

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