shelidonSeptember 17, 2024Leave a Comment

1. Approach and Depth

The concepts of gamification and game thinking represent two distinct approaches when it comes to the depth of engagement you’re seeking for your users. At their core, both aim at creating more compelling and enjoyable experiences in non-game contexts, but they differ in nature, specifically in terms of how they are implemented and the philosophical underpinnings of each.

1.1. Surface-Level Engagement vs. Holistic Design

I know I won’t make many friends by saying this, but gamification is often characterized by a surface-level approach, as it tends to focus on adding game-like mechanics to existing systems. These mechanics are layered onto a pre-existing framework to make it more engaging and create bursts of motivation by tapping into competitive instincts, reward-seeking behaviour, or the desire for recognition, which are all good and fine except I’m kidding, they’re not, and they often thrive into toxic environments where explorers aren’t encouraged and managers wish to foster people’s killer/achiever instincts. Morever, gamified elements do not fundamentally alter the system’s underlying structure or logic, as we’ve seen. Instead, they enhance engagement by incorporating external incentives, providing users with reasons to complete tasks that might otherwise feel mundane or repetitive.

Game thinking, by contrast, delves into a deeper, more holistic approach to design. It is not simply about adding game mechanics to a system but about reimagining the entire experience through different lenses. It draws on a comprehensive understanding of what makes games inherently compelling and uses that understanding to build systems from the ground up that naturally motivate and engage users. The experience is designed to be meaningful, where engagement arises not just from external rewards but from the experience itself.

Consider the difference between adding a points system to an employee task management tool (gamification) versus designing a workflow process that feels like a quest, with built-in challenges, opportunities for mastery, and a sense of progression (game thinking). The latter requires a deeper level of design, as it transforms the nature of the work itself, rather than simply incentivizing the completion of tasks.

1.2. Extrinsic vs. Intrinsic Motivation

A key aspect of the difference in approach and depth between gamification and game thinking lies in their relationship with motivation. Gamification often relies on extrinsic motivation, which involves encouraging users to engage in an activity because of an external reward, such as earning points or winning a prize. This approach can be practical in short bursts or in contexts where the task itself isn’t likely to provide satisfaction naturally.

Game thinking, however, seeks to tap into intrinsic motivation, where users engage with a system because they find the activity itself rewarding and fulfilling. This deeper level of engagement is achieved by creating an experience that resonates with the user’s internal drives, such as the desire for mastery, autonomy, purpose, or a sense of accomplishment. In game thinking, the task is designed to be inherently engaging, so users are motivated by the challenge, the journey, or the satisfaction of solving problems. The focus shifts from merely completing a task for a reward to enjoying the process of achieving something meaningful. So you might see why I like it more.

1.3. Incremental Changes vs. Systemic Overhaul

Another distinction between the two approaches is the level of change they introduce to the system. Gamification typically involves incremental changes: it enhances an existing process by adding game elements to make it more engaging, it can be a relatively low-cost and it’s seen as a quick way to boost user engagement, as it does not require a complete overhaul of the system.

Game thinking, on the other hand, often requires a systemic overhaul. It involves rethinking the entire user experience from the ground up, applying the principles of game design to create a system that is inherently engaging and motivating. This approach demands a deeper understanding of user psychology, behavior, and the emotional impact of the experience, but also requires a complete understanding of the values we bring to the users, which might be tricky when our users are our employees and managers just expect to squeeze value out of them without giving anything back in return. Game thinking does not just add a layer of engagement; it transforms the very nature of the system to make it more like a game in its structure, progression, and user experience.

Tomorrow we’ll see what’s the focus on motivation.