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.

Getty
Show Hide image

Why Clive Lewis was furious when a Trident pledge went missing from his speech

The shadow defence secretary is carving out his own line on security. 

Clive Lewis’s first conference speech as shadow defence secretary has been overshadowed by a row over a last-minute change to his speech, when a section saying that he “would not seek to change” Labour’s policy on renewing Trident submarines disappeared.

Lewis took the stage expecting to make the announcement and was only notified of the change via a post-it note, having reportedly signed it of with the leader’s office in advance. 

Lewis was, I’m told, “fucking furious”, and according to Kevin Schofield over at PoliticsHome, is said to have “punched a wall” in anger at the change. The finger of blame is being pointed at Jeremy Corbyn’s press chief, Seumas Milne.

What’s going on? The important political context is the finely-balanced struggle for power on Labour’s ruling national executive committee, which has tilted away from Corbyn after conference passed a resolution to give the leaders of the Welsh and Scottish parties the right to appoint a representative each to the body. (Corbyn, as leader, has the right to appoint three.)  

One of Corbyn’s more resolvable headaches on the NEC is the GMB, who are increasingly willing to challenge  the Labour leader, and who represent many of the people employed making the submarines themselves. An added source of tension in all this is that the GMB and Unite compete with one another for members in the nuclear industry, and that being seen to be the louder defender of their workers’ interests has proved a good recruiting agent for the GMB in recent years. 

Strike a deal with the GMB over Trident, and it could make passing wider changes to the party rulebook through party conference significantly easier. (Not least because the GMB also accounts for a large chunk of the trade union delegates on the conference floor.) 

So what happened? My understanding is that Milne was not freelancing but acting on clear instruction. Although Team Corbyn are well aware a nuclear deal could ease the path for the wider project, they also know that trying to get Corbyn to strike a pose he doesn’t agree with is a self-defeating task. 

“Jeremy’s biggest strength,” a senior ally of his told me, “is that you absolutely cannot get him to say something he doesn’t believe, and without that, he wouldn’t be leader. But it can make it harder for him to be the leader.”

Corbyn is also of the generation – as are John McDonnell and Diane Abbott – for whom going soft on Trident was symptomatic of Neil Kinnock’s rightward turn. Going easy on this issue was always going be nothing doing. 

There are three big winners in all this. The first, of course, are Corbyn’s internal opponents, who will continue to feel the benefits of the GMB’s support. The second is Iain McNicol, formerly of the GMB. While he enjoys the protection of the GMB, there simply isn’t a majority on the NEC to be found to get rid of him. Corbyn’s inner circle have been increasingly certain they cannot remove McNicol and will insead have to go around him, but this confirms it.

But the third big winner is Lewis. In his praise for NATO – dubbing it a “socialist” organisation, a reference to the fact the Attlee government were its co-creators – and in his rebuffed attempt to park the nuclear issue, he is making himeslf the natural home for those in Labour who agree with Corbyn on the economics but fear that on security issues he is dead on arrival with the electorate.  That position probably accounts for at least 40 per cent of the party membership and around 100 MPs. 

If tomorrow’s Labour party belongs to a figure who has remained in the trenches with Corbyn – which, in my view, is why Emily Thornberry remains worth a bet too – then Clive Lewis has done his chances after 2020 no small amount of good. 

Stephen Bush is special correspondent at the New Statesman. He usually writes about politics.