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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The 8 bits of good news about integration buried in the Casey Review

It's not all Trojan Horses.

The government-commissioned Casey Review on integration tackles serious subjects, from honour crimes to discrimination and hate crime.

It outlines how deprivation, discrimination, segregated schools and unenlightened traditions can drag certain British-Pakistani and Bangladeshi communities into isolation. 

It shines a light on nepotistic local politics, which only entrench religious and gender segregation. It also charts the hurdles faced by ethnic minorities from school, to university and the workplace. There is no doubt it makes uncomfortable reading. 

But at a time when the negative consequences of immigration are dominating headlines, it’s easy to miss some of the more optimistic trends the Casey Report uncovered:

1. You can always have more friends

For all the talk of segregation, 82 per cent of us socialise at least once a month with people from a different ethnic and religious background, according to the Citizenship Survey 2010-11.

More than half of first generation migrants had friends of a different ethnicity. As for their children, nearly three quarters were friends with people from other ethnic backgrounds. Younger people with higher levels of education and better wages are most likely to have close inter-ethnic friendships. 

Brits from Black African and Mixed ethnic backgrounds are the most sociable it seems, as they are most likely to have friends from outside their neighbourhood. White British and Irish ethnic groups, on the other hand, are least likely to have ethnically-mixed social networks. 

Moving away from home seemed to be a key factor in diversifying your friendship group –18 to 34s were the most ethnically integrated age group. 

2. Integrated schools help

The Casey Review tells the story of how schools can distort a community’s view of the world, such as the mostly Asian high school where pupils thought 90 per cent of Brits were Asian (the actual figure is 7 per cent), and the Trojan Horse affair, where hardline Muslims were accused of dominating the curriculum of a state school (the exact facts have never come to light). 

But on the other hand, schools that are integrated, can change a whole community’s perspective. A study in Oldham found that when two schools were merged to create a more balanced pupil population between White Brits and British Asians, the level of anxiety both groups felt diminished. 

3. And kids are doing better at school

The Casey Report notes: “In recent years there has been a general improvement in educational attainment in schools, with a narrowing in the gap between White pupils and pupils from Pakistani, Bangladeshi and African/Caribbean/Black ethnic backgrounds.”

A number of ethnic minority groups, including pupils of Chinese, Indian, Irish and Bangladeshi ethnicity, outperformed White British pupils (but not White Gypsy and Roma pupils, who had the lowest attainment levels of all). 

4. Most people feel part of a community

Despite the talk of a divided society, in 2015-16, 89 per cent of people thought their community was cohesive, according to the Community Life Survey, and agreed their local area is a place where people from different backgrounds get on well together. This feeling of cohesiveness is actually higher than in 2003, at the height of New Labour multiculturalism, when the figure stood at 80 per cent. 

5. Muslims are sticklers for the law

Much of the Casey Report dealt with the divisions between British Muslims and other communities, on matters of culture, religious extremism and equality. It also looked at the Islamophobia and discrimination Muslims face in the UK. 

However, while the cultural and ideological clashes may be real, a ComRes/BBC poll in 2015 found that 95 per cent of British Muslims felt loyal to Britain and 93 per cent believed Muslims in Britain should always obey British laws. 

6. Employment prospects are improving

The Casey Review rightly notes the discrimination faced by jobseekers, such as study which found CVs with white-sounding names had a better rate of reply. Brits from Black, Pakistani or Bangladeshi backgrounds are more likely to be unemployed than Whites. 

However, the employment gap between ethnic minorities and White Brits has narrowed over the last decade, from 15.6 per cent in 2004 to 12.8 per cent in 2015. 

In October 2015, public and private sector employers responsible for employing 1.8m people signed a pledge to operate recruitment on a “name blind” basis. 

7. Pretty much everyone understand this

According to the 2011 census, 91.6 per cent of adults in England and Wales had English as their main language. And 98.2 per cent of them could speak English. 

Since 2008-2009, most non-European migrants coming to the UK have to meet English requirements as part of the immigration process. 

8. Oh, and there’s a British Muslim Mayor ready to tackle integration head on

The Casey Review criticised British Asian community leaders in northern towns for preventing proper discussion of equality and in some cases preventing women from launching rival bids for a council seat.

But it also quoted Sadiq Khan, the Mayor of London, and a British Muslim. Khan criticised religious families that force children to adopt a certain lifestyle, and he concluded:

"There is no other city in the world where I would want to raise my daughters than London.

"They have rights, they have protection, the right to wear what they like, think what they like, to meet who they like, to study what they like, more than they would in any other country.”

 

Julia Rampen is the editor of The Staggers, The New Statesman's online rolling politics blog. She was previously deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines.