{"id":2862,"date":"2011-07-12T12:00:53","date_gmt":"2011-07-12T11:00:53","guid":{"rendered":"http:\/\/www.markwilson.co.uk\/blog\/?p=2862"},"modified":"2011-07-09T00:34:16","modified_gmt":"2011-07-08T23:34:16","slug":"game-on-at-tftlondon-level-3-the-four-ms-of-gamification","status":"publish","type":"post","link":"https:\/\/www.markwilson.co.uk\/blog\/2011\/07\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm","title":{"rendered":"Game on at #TFTLondon: level 3: the four Ms of gamification"},"content":{"rendered":"<p>Yesterday, I wrote about <a href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/07\/game-on-at-tftlondon-level-2-the-ubiquitous-gaming-culture.htm\">the ubiquitous gaming culture<\/a>, the second in a series of posts from\u00c2\u00a0<a href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/07\/game-on-at-the-fantastic-tavern-tftlondon.htm\">The Fantastic Tavern (TFT)&#8217;s gamification evening<\/a>. Now we move on to the final level &#8211; examining the 4 Ms: of mystery (easy learning), mastery (hard learning), membership (making it social) and meaning (a story with a beginning, middle and end).<\/p>\n<p>At TFT, four speakers each gave a lightening talk on one of the Ms so, here&#8217;s each in logical (not chronological) order&#8230;<\/p>\n<h3>Mystery<\/h3>\n<p>TFT&#8217;s founder <a href=\"http:\/\/twitter.com\/mattbagwell\">Matt Bagwell<\/a> (Global Creative Director at <a href=\"http:\/\/www.emc.com\/services\/emc-consulting.htm\">EMC Consulting<\/a>) started out by describing some characteristics that might describe mystery in gameplay: Where am I? What is the story? Make it compelling by building in reward\/failure &#8211; make us feel on the edge, in flow (one of the tenets of happiness) and compel us to play.<\/p>\n<p>Matt told us that, for mystery we need:<\/p>\n<ul>\n<li>A goal.<\/li>\n<li>Rules.<\/li>\n<li>Increasing difficulty.<\/li>\n<li>Voluntary participation.<\/li>\n<\/ul>\n<p>Golf is a simple game &#8211; the goal is to put a ball in a hole. Add some rules and increase the difficulty hitting the ball with a club and putting the hole a long way away. Then introduce elements such as other players, handicaps, etc.<\/p>\n<p>Mystery is about the goal. But some games are actually about working out what the goal is! Mystery is about the player, their role, and what they are trying to achieve. Why are you here?<\/p>\n<p>In short, mystery is about creating new worlds for us to discover; designing in some flow; and make us work hard to unlock it.<\/p>\n<h3>Mastery<\/h3>\n<p><a href=\"http:\/\/www.foviance.com\/who-we-are\/foviance-consultants\/richard-sedley-commercial-director\/\">Richard Sedley (Commercial Director at Foviance)<\/a> took this topic, explaining that games are about engagement; capturing moments of attention and elongating them; repeating interactions to strengthen involvement.\u00c2\u00a0 The aim is to achieve flow &#8211; to match skills and satisfaction.<\/p>\n<p>There are various game mechanics but rewards alone don&#8217;t make for engagement. When people use a wastebin, they like to toss it in &#8211; to make it a challenge, some fun &#8211; that is mastery.<\/p>\n<p>Richard outlined three techniques to make mastering a challenge both fun and engaging:<\/p>\n<ul>\n<li>Set a task &#8211; collecting can be fun and motivating. An example is <a href=\"https:\/\/www.dropbox.com\/gs\">the Get Started page for Dropbox<\/a>, which allocates additional storage space to users who have carried out all of the activities.<\/li>\n<li>Create hurdles, obstacles and enemies (but not brick walls) &#8211; build on levels.<\/li>\n<li>Reward randomly &#8211; build in variable reinforcements but don&#8217;t use a fixed interval &#8211; use variable intervals and rewards.<\/li>\n<\/ul>\n<h3>Membership<\/h3>\n<p><a href=\"http:\/\/www.fortunecookie.co.uk\/Who-we-are\/Our-people\/Tom-Hopkins\/\">Tom Hopkins (Strategy Director at Fortune Cookie)<\/a>\u00c2\u00a0explained that, to understand membership, it&#8217;s often useful to look at the opposite: exclusion, alienation, being an outsider and how the resulting feelings drive human behaviour.\u00c2\u00a0 Clicking to sign up for something, or Liking something or someone on Facebook is not membership. Think about Maslow&#8217;s hierarchy of needs and belongingness.<\/p>\n<p><a href=\"http:\/\/en.wikipedia.org\/wiki\/Social_identity\">Social identity theory<\/a>\u00c2\u00a0shows that we define ourselves through membership of groups; and we may have multiple group memberships.\u00c2\u00a0 We need to consider both inside and outside the groups &#8211; what do the groups&#8217; enemies look like?<\/p>\n<p>An example is the Mac and PC advertising that Apple used for a number of years &#8211; it creates vitriolic feelings between members of the two groups. Generally people are either in or out of groups like these [<a href=\"https:\/\/www.markwilson.co.uk\/blog\/2007\/05\/mac-vs-pc-vs-linux.htm\">I&#8217;m unusual in being in both groups<\/a>]. Another example is the <a href=\"http:\/\/en.wikipedia.org\/wiki\/Stanford_prison_experiment\">Stanford Prison Experiment<\/a> &#8211; proving that artificial tribes can be powerful (even if they are arbitrary).<\/p>\n<p>Ultimately though, Tom concluded, membership must confer some form of identity.<\/p>\n<h3>Meaning<\/h3>\n<p><a href=\"http:\/\/twitter.com\/storyofalex\/\">Alex Lee<\/a> (Creative Partner at <a href=\"http:\/\/www.kempt.co.uk\/\">Kempt<\/a>) gave the talk on meaning, starting out by describing different types of games:<\/p>\n<ul>\n<li>Core games, like Street Fighter, are typified by being difficult. They require the player to acquire skills and they punish &#8211; even the language is punishing with &#8220;lives&#8221;, &#8220;continues&#8221; and &#8220;game over&#8221;.<\/li>\n<li>Casual games are becoming dominant &#8211; things like Angry Birds and Farmville. They generally don&#8217;t require skills, but time (and maybe currency)<\/li>\n<\/ul>\n<p>Some games are about status &#8211; they reward everything so that the player earns more of something, has new opportunities, and can progress through the game. Alex gave an example that involved breeding celebrity puppies but I prefer the example of the pottery game that my children play on my iPad. They make pots, sell them (virtually), earn credits, buy more colours and patterns, and make more pots, to sell, etc.<\/p>\n<p>We can gain meaning from slight of hand &#8211; a feeling of success &#8211; or by rewarding &#8211; rewarding failure as well as success.<\/p>\n<p>Even health apps like Nike+ [or Runkeeper] are games that provide meaning when we&#8217;re exercising\u00c2\u00a0&#8211; they don&#8217;t chastise us, but talk in our ears and reward us for small achievements.<\/p>\n<p>Another real-world gaming example is Weight Watchers &#8211; allocating points to &#8220;spend&#8221; on food, rewarding with real results &#8211; and now it&#8217;s gone online.\u00c2\u00a0 Movember is another example, growing a moustache, but having fun at the same time (and with meaning).<\/p>\n<p>Alex left us with some food for thought on gaming and meaning: how do people feel about Just Giving? When you donate, how do you feel about the value of donations either side in the list?<\/p>\n<h3>Wrapping up<\/h3>\n<p>That&#8217;s it for this series of posts &#8211; if you want to read more about the science of gamification, check out <a href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/05\/the-science-of-gamification-digitalsurrey.htm\">my post from Michael Wu&#8217;s talk at Digital Surrey<\/a> &#8211; and if you\u00e2\u20ac\u2122re interested in future TFT events, find out more at <a href=\"http:\/\/thefantastictavern.co.uk\/\">The Fantastic Tavern<\/a> site (or <a href=\"http:\/\/twitter.com\/TFTLondon\">@TFTLondon<\/a>).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Yesterday, I wrote about the ubiquitous gaming culture, the second in a series of posts from\u00c2\u00a0The Fantastic Tavern (TFT)&#8217;s gamification evening. Now we move on to the final level &#8211; examining the 4 Ms: of mystery (easy learning), mastery (hard learning), membership (making it social) and meaning (a story with a beginning, middle and end). &hellip; <a href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/07\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Game on at #TFTLondon: level 3: the four Ms of gamification<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[218],"tags":[224,215],"class_list":["post-2862","post","type-post","status-publish","format-standard","hentry","category-technology","tag-gamification","tag-the-fantastic-tavern"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Game on at #TFTLondon: level 3: the four Ms of gamification - markwilson.it<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/07\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Game on at #TFTLondon: level 3: the four Ms of gamification - markwilson.it\" \/>\n<meta property=\"og:description\" content=\"Yesterday, I wrote about the ubiquitous gaming culture, the second in a series of posts from\u00c2\u00a0The Fantastic Tavern (TFT)&#8217;s gamification evening. Now we move on to the final level &#8211; examining the 4 Ms: of mystery (easy learning), mastery (hard learning), membership (making it social) and meaning (a story with a beginning, middle and end). &hellip; Continue reading Game on at #TFTLondon: level 3: the four Ms of gamification\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/07\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm\" \/>\n<meta property=\"og:site_name\" content=\"markwilson.it\" \/>\n<meta property=\"article:published_time\" content=\"2011-07-12T11:00:53+00:00\" \/>\n<meta name=\"author\" content=\"Mark Wilson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@markwilsonit\" \/>\n<meta name=\"twitter:site\" content=\"@markwilsonit\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mark Wilson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2011\\\/07\\\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2011\\\/07\\\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm\"},\"author\":{\"name\":\"Mark Wilson\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/#\\\/schema\\\/person\\\/98f61365e7c39d6be942174b8c4de468\"},\"headline\":\"Game on at #TFTLondon: level 3: the four Ms of gamification\",\"datePublished\":\"2011-07-12T11:00:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2011\\\/07\\\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm\"},\"wordCount\":933,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/#\\\/schema\\\/person\\\/98f61365e7c39d6be942174b8c4de468\"},\"keywords\":[\"Gamification\",\"The Fantastic Tavern\"],\"articleSection\":[\"Technology\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2011\\\/07\\\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2011\\\/07\\\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm\",\"url\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2011\\\/07\\\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm\",\"name\":\"Game on at #TFTLondon: level 3: the four Ms of gamification - markwilson.it\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/#website\"},\"datePublished\":\"2011-07-12T11:00:53+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2011\\\/07\\\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2011\\\/07\\\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/2011\\\/07\\\/game-on-at-tftlondon-level-3-the-four-ms-of-gamification.htm#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Game on at #TFTLondon: level 3: the four Ms of gamification\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.markwilson.co.uk\\\/blog\\\/\",\"name\":\"markwilson.it\",\"description\":\"get-info -class technology | write-output &gt; 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During a career spanning more than two decades, Mark has gained widespread recognition as an expert in his field including both industry and national press exposure. In addition to certifications from Microsoft, VMware, Red Hat, The Open Group and Axelos, Mark held a Microsoft Most Valuable Professional (MVP) award for three years and is now part of the MVP Reconnect programme. 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That post was a bit light on details, so I'm now rewarding you with a move to level 2. James Wallman from The Future Laboratory\u00c2\u00a0spoke about what they refer to as the ubiquitous gaming culture, starting out\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2516,"url":"https:\/\/www.markwilson.co.uk\/blog\/2011\/04\/crowdsourcing-a-digital-future-at-the-fantastic-tavern-tftlondon.htm","url_meta":{"origin":2862,"position":2},"title":"Crowdsourcing a digital future at The Fantastic Tavern (#TFTLondon)","author":"Mark Wilson","date":"Friday 15 April 2011","format":false,"excerpt":"Earlier in the year, I blogged about my first visit to The Fantastic Tavern (TFT)\u00c2\u00a0 - a meeting of people to discuss ideas, over beer, with the common theme being that we all do something in \"digital\". Last night's meeting was an opportunity to crowdsource ideas for the enablement of\u2026","rel":"","context":"In \"Innovation\"","block_context":{"text":"Innovation","link":"https:\/\/www.markwilson.co.uk\/blog\/tag\/innovation"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2341,"url":"https:\/\/www.markwilson.co.uk\/blog\/2011\/02\/my-first-visit-to-the-fantastic-tavern-tftlondon.htm","url_meta":{"origin":2862,"position":3},"title":"My first visit to The Fantastic Tavern (#TFTLondon)","author":"Mark Wilson","date":"Friday 11 February 2011","format":false,"excerpt":"Some time ago, I used to work for a company called Conchango (now EMC Consulting UK).\u00c2\u00a0 It was a great place, with some really fantastic people, although I've lost touch with many of them in the intervening years. Even so, some of the guys and gals at Conchango EMC Consulting\u2026","rel":"","context":"In \"The Fantastic Tavern\"","block_context":{"text":"The Fantastic Tavern","link":"https:\/\/www.markwilson.co.uk\/blog\/tag\/the-fantastic-tavern"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2690,"url":"https:\/\/www.markwilson.co.uk\/blog\/2011\/05\/the-science-of-gamification-digitalsurrey.htm","url_meta":{"origin":2862,"position":4},"title":"The science of gamification (@mich8elwu at #digitalsurrey)","author":"Mark Wilson","date":"Tuesday 31 May 2011","format":false,"excerpt":"Gamification. Gam-if-ic-a-tion. Based on the number of analysts and \"people who work in digital\" I've seen commenting on the topics this year, \"gamification\" has to be the buzzword of 2011. So when I saw that Digital Surrey (#digitalsurrey) were running an event on \"The Science of Gamification\", I was very\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2870,"url":"https:\/\/www.markwilson.co.uk\/blog\/2011\/07\/where-next-for-microsoft-kinect.htm","url_meta":{"origin":2862,"position":5},"title":"Where next for Microsoft Kinect?","author":"Mark Wilson","date":"Wednesday 13 July 2011","format":false,"excerpt":"Last week's Fantastic Tavern gamification event included the opportunity to win an Xbox 360 and Kinect and Microsoft's Andrew Spooner (@andspo), a\u00c2\u00a0Creative Evangelist working with Xbox,\u00c2\u00a0gave an update on the latest Kinect developments. Kinect\u00c2\u00a0is now\u00c2\u00a0(officially) the World's fastest-selling consumer electronics device. That's quite some achievement. 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