Gamification Literacy: Emerging Needs for Identifying Bad Gamification
Gamification is a collection of game-design-origin know-how that facilitates service engagement. It is used in a wide range of applications, marketing, enterprise management, and education. The positive side of gamification provides useful tools for impro
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Abstract Gamification is a collection of game-design-origin know-how that facilitates service engagement. It is used in a wide range of applications, marketing, enterprise management, and education. The positive side of gamification provides useful tools for improving engagement. At the same time, there are negative sides of gamification when it is used excessively or maliciously. The author proposes the concept of gamification literacy.
1 Introduction The market size of mobile social games in Japan has demonstrated a radical growth in the past couple of years. The investigation of best practices in mobile social games shows that the design is based on micro-management of goalachievement cycles with intensive feedback systems. This intensive feedback system can be utilized as gamification in order to improve engagement in a wide range of services. However, excessive game techniques of mobile social games lead to some social problems. This provides an important lesson teaching us that we have to master a new kind of literacy in order to manage gamification in the virtual world of consumer services and enterprise systems. The author proposes the concept of gamification literacy. The author examines some anomalies of mobile social games and discusses the components of gamification literacy. The aim of this research is to identify a new type of literacy in the emergence of gamification in the virtual world.
T. Yamakami (&) ACCESS, Software Solution, 1-10-2 Nakase, Mihama-ku, Chiba-shi 261-0023, Japan e-mail: [email protected] URL: http://www.access-company.com/
J. J. (Jong Hyuk) Park et al. (eds.), Multimedia and Ubiquitous Engineering, Lecture Notes in Electrical Engineering 240, DOI: 10.1007/978-94-007-6738-6_49, Springer Science+Business Media Dordrecht(Outside the USA) 2013
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Literacy refers to the ability to read for knowledge, write coherently, and think critically about the written word (Wikipedia). Game design has attracted a wider scope of audience because of its non-game applications. McGonigal discussed how game design techniques and mechanisms can solve real-world problems [1]. She explained how the combination of an artificial goal, a set of artificial rules, and feedback with voluntary participation creates challenges and fun for the user. Literacy that deals with gamification has not been covered well in the past literature. The originality of this paper lies in its examination of a new kind of literacy in service design using gamification.
2 Observation 2.1 Industry Landscape of Mobile Social Games The market size of mobile social games in Japan grew on the order of 100 billion Japanese yen since 2010. The amount in 2012 is estimated by MitsubishiUFJ-Morgan-Stanley securities to be 400 billion Japanese yen. Early mobile social games that were designed for feature-phones were relatively simple. However, the rapidity of market growth provided rich cash flows and boosted the profits of early winners. The rich cash flows enabled rich graphic representations a
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