Gamification: does it make business more fun, or is it just exploitationware?

Game elements could be a method of self-improvement, but may in fact be a tool for control.

Touted as a software update to fix a bug in human motivation, packaged into a salvo of talking points for the “insight industry”, gamification has been marketed as a miracle cure; a cheap and wholesome tonic to galvanise the listless and uninspired. But since then, it seems to have gone the same way as all hucksterism, and left us with a product whose only real fans are those making money from it.

It may be that marketing will be the only real sector to benefit from gamification, despite the initial excitement about how game mechanisms might help in the classroom or office. Both environments were thought of as ripe for adaptation: they already included features such as a roster of players (students or workers), a series of challenges (tests or work-assessments), and tiered reward systems (grades or salaries).

People like Seth Priebatsch (a founder of social gaming site SCVNGR, whose goal is to “build the game layer on top of the world”) argue that schools are already just poorly executed games, ones for which we must strengthen the “rules” in order to properly motivate the players.

But studies have shown that the type of prizes that games award – mainly externalised prizes like trophies and XP – can actually be harmful to individuals’ intrinsic motivation (the pleasure we feel when doing something is its own reward). External rewards signal to individuals that the task is undesirable in and of itself. Otherwise, why offer a prize at all?

These are not new observations, and they don’t only apply in the classroom. The work of psychologists Edward L. Deci and Richard M. Ryan (as popularised in Dan Pink’s book Drive) has shown that it is not rewards that are the most powerful motivation for employees, but feelings of “autonomy, mastery and purpose”. A 2011 paper by Krystle Jiang titled “The Dangers of Gamification” (pdf) makes similar points, also noting that in the workplace “extrinsic motivators” are found to decrease the capacity for innovation and creativity. Google’s famous “20 per cent time” is a great example of how to fight this. The company allows employees to spend one day a week focusing on their pet-projects, with the results including some of Google’s most successful ventures like Gmail and AdSense.

These examples show that gamification’s attempts to revivify the classroom or workplace are really just working from – or more often ignoring - established observations of behavioural psychology. The newcomer has simply got the marketing makeovers necessary to be sold as an innovation. As Danah Boyd, a senior Microsoft researcher, has said:

[Gamification is] a modern-day form of manipulation. And like all cognitive manipulation, it can help people and it can hurt people. And we will see both.

But while gamification is of little use in the workplace or classroom, the “modern-day manipulation” has been put to far greater effect by advertisers. P.J. Rey, a sociologist at the University of Maryland, has positioned gamification as a technique of capitalism which “expands capitalist production into new contexts”. Rey suggests that gamification allows capitalism to appropriate our time for leisure and play as a new arena from which to extract value.

On the whole it seems that as consumers, we’re too canny for this – we soon learn to ignore new styles of advertising after their novelty has worn off. Who now even registers the appearance pop-up adverts on the internet? Most of us swat them away like flies.

Although gamification promises to deal with this problem by actively engaging the consumer, the profits of companies that have relied on it to sell their product seem unsustainable. Stock in games company Zynga (the creator of mouse-clicker FarmVille) has fallen 75 per cent since its December IPO (£) whilst GroupOn (a company that used game-mechanisms such as countdown timers and bonuses for inviting friends to encourage sales), has had comparable losses despite recent investment.

The problem with gamification seems to be one of hype. The games-designer and critic Ian Bogost has attacked the concept on similar lines, arguing that it is the rhetoric and marketing of gamification that has given it power.

Bogost observes that when we use the language of “ify-ing” something we are indicating that we will put that thing it in a particular state (eg, to beautify or humidify something). The term “gamification” thus promises a transformative process that has measureable and predictable results, whereas the reality is very different: the mechanisms that make games engaging and enjoyable cannot be transferred to just any situation.

So what’s left? Well, actually, quite a lot.

Although gamification may be unusable in some scenarios and just plain annoying in others, there are still times where it can make a difference. The site FoldIt is one example. Users participate in biochemical research by folding proteins, a process that helps us to understand their structures better. FoldIt works because it already involved game-like elements (the puzzle solving of folding proteins) as well as intrinsic rewards (the feeling you’ve helped improve medicine). It was a big success, with the sites users solving in 10 days a problem that had stumped scientists for 15 years. The gamification simply put those challenges and rewards in a more approachable context.

Elsewhere, the frameworks behind gamification have been more helpful. Zynga honed its addictive products through repetitive A/B testing: changing a single element in infrastructure for one group of users with another group as a control, and then seeing which version is more attractive. Memrise, an online education tool based around flashcards, does exactly the same. Using its records of when users stop visiting the site, Memrise tweaks its layout and system of reminders to encourage long-term engagement, ideally helping individuals around the world to learn better.

Gamification may prove to be nothing more than some advertising consultant’s meal-ticket, but this doesn’t mean that the systems that have made it possible are without their uses. It’s right to be sceptical about any fad that promises to “fix” a problem as massive or complex as motivating people, but gamification doesn’t have to be the whole solution – it can just be part of a process instead.

Ian Bogost's Cow Clicker, a Facebook satire on gamification. Photograph: bogost.com

James Vincent is a journalist and writer. He is interested in technology's impact on society.

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I believe only Yvette Cooper has the breadth of support to beat Jeremy Corbyn

All the recent polling suggests Andy Burnham is losing more votes than anyone else to Jeremy Corbyn, says Diana Johnson MP.

Tom Blenkinsop MP on the New Statesman website today says he is giving his second preference to Andy Burnham as he thinks that Andy has the best chance of beating Jeremy.

This is on the basis that if Yvette goes out first all her second preferences will swing behind Andy, whereas if Andy goes out first then his second preferences, due to the broad alliance he has created behind his campaign, will all or largely switch to the other male candidate, Jeremy.

Let's take a deep breath and try and think through what will be the effect of preferential voting in the Labour leadership.

First of all, it is very difficult to know how second preferences will switch. From my telephone canvassing there is some rather interesting voting going on, but I don't accept that Tom’s analysis is correct. I have certainly picked up growing support for Yvette in recent weeks.

In fact you can argue the reverse of Tom’s analysis is true – Andy has moved further away from the centre and, as a result, his pitch to those like Tom who are supporting Liz first is now narrower. As a result, Yvette is more likely to pick up those second preferences.

Stats from the Yvette For Labour team show Yvette picking up the majority of second preferences from all candidates – from the Progress wing supporting Liz to the softer left fans of Jeremy – and Andy's supporters too. Their figures show many undecideds opting for Yvette as their first preference, as well as others choosing to switch their first preference to Yvette from one of the other candidates. It's for this reason I still believe only Yvette has the breadth of support to beat Jeremy and then to go on to win in 2020.

It's interesting that Andy has not been willing to make it clear that second preferences should go to Yvette or Liz. Yvette has been very clear that she would encourage second preferences to be for Andy or Liz.

Having watched Andy on Sky's Murnaghan show this morning, he categorically states that Labour will not get beyond first base with the electorate at a general election if we are not economically credible and that fundamentally Jeremy's economic plans do not add up. So, I am unsure why Andy is so unwilling to be clear on second preferences.

All the recent polling suggests Andy is losing more votes than anyone else to Jeremy. He trails fourth in London – where a huge proportion of our electorate is based.

So I would urge Tom to reflect more widely on who is best placed to provide the strongest opposition to the Tories, appeal to the widest group of voters and reach out to the communities we need to win back. I believe that this has to be Yvette.

The Newsnight focus group a few days ago showed that Yvette is best placed to win back those former Labour voters we will need in 2020.

Labour will pay a massive price if we ignore this.

Diana Johnson is the Labour MP for Hull North.