Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps (英語) ペーパーバック – 2011/8/19
Kindle 端末は必要ありません。無料 Kindle アプリのいずれかをダウンロードすると、スマートフォン、タブレットPCで Kindle 本をお読みいただけます。
What do Foursquare, Nike, and Groupon have in common? These websites and many others use game mechanics and game design to deliver a sticky, viral, and satisfying experience to their customers. This book provides the design strategy and tactics you need to integrate gamification into any kind of consumer-facing website, new or existing, with design patterns, meaningful code samples, and in-depth chapters on major gamification APIs. With hundreds of technical and process options to choose from, implementing game mechanics can be complicated. Gamification by Design clarifies the possibilities and offers a series of steps for developers, producers, and product managers who want their websites to deliver powerful consumer engagement and enjoy viral growth. * Understand the true power of games and how they work with your business * Choose the right games for your site, and learn game types by business model * Learn the advantages of building a standalone games channel * Know the rules for gamification design and learn some common devices * Discover what it takes to implement gamification
Gabe Zichermann is an author, highly rated public speaker, serial entrepreneur and the foremost expert on the subject of gamification. His most recent book, Game-Based Marketing (Wiley, 4/2010) has achieved critical and industry acclaim for its detailed look at innovators who blend the power of games with brand strategy. Zichermann is also the author of the Gamification Blog at http://gamification.co and chair of the Gamification Summit and Workshops. A resident of NYC, Gabe is a board member of StartOut.org, advisor to a number of startups and Facilitator for the NYC chapter of the Founder Institute. Christopher Cunningham is a well-respected software architect and developer who helped found ChroniQL, an early gamification solution, beamME a mobile social application and TrekMail, a breakthrough mobile email/text application that was sold to Visto in 2005. Christopher has deep expertise with agile development processes and distributed team management. He divides his time between Europe and the US, which is marginally more glamorous than it sounds.
It deals with an introduction to gamification techniques, at 170 pages, it's a quick read, even more so if you skip sections.
The book discusses aspects of loyalty generation, motivation both intrinsic and extrinsic, overall game mechanics, engagement and reinforcement techniques. Pretty much all the major techniques are covered off reasonably well.
A good quarter of the book is a developmental tutorial involving step wise (using ruby) code examples of gamification. Which I didn't find to be that useful at all.
The final chapter is nothing more than a sponsored insert, like those brought "sponsor" talks at conferences, this was a waste of space. Plus it dealt with badges, which are the worst aspect of gamiification.
When you read this book you aren't really sure if you are reading a book on gamification or game design. So many times the examples quoted where just pure games, games that people would use as distractors or time fillers rather than example of commercial sites or applications using the same techniques for commercial gain.
The case studies that I was hoping to be a core aspect of the book, seemed to be too brief or in several cases dated very quickly; such as [...] or[...]. However the examples dating is often an issue with light weight tech books.
Maybe this is a US thing, but Yahoo Answers have never been relevant here. It just seemed overloaded with bad information, even years ago. Quora well that's really slid into a place of all noise no information in the last year.
Also some case studies I have never heard of.. like[...], again I'll assume it's a US thing like Starbucks or the like.
A good deal of the time a found myself wanting to see the research, or the data at least, behind the bold statements on behaviour on this or that technique, now I'm sure Zichermann has them, but why aren't they in the book.
After a while it just became a very frustrating read.
In fact if I hadn't been using an ebook version I know I would have thrown this book across the room a good number of times. As a UX consultant I read lot, and frankly this book although technically good, just lacked supporting documentation. I would have normally discarded this book into the reject pile within the first few chapters.
Maybe I'm not the best person to review this book. I'm not a current gamer. I used to be, then I discovered life is too precious to be wasted on mindless addictive games that don't get you anywhere.
So when the authors talk about engaging people, about hooking them in with leader boards, achievements or other methods, I understand the concept, but just don't get as to why people would be sucked in.
Sure I understand the techniques, but on a personal level what's not to stop the person returning to the real world and abandoning this silly internal quest an app or site has set for them.
Maybe I need to see this happening with real people with some user testing.
There really has to be something in it for the user beyond stupid badges - yes I do mean Four Square - another poster child in this book. A good deal of the good assumes it know why the techniques are working, but doesn't show any details.
Then there is also a the ethics of all this tobe considered, with addictive gamification hooking a user into a almost gambling like habit isn't really that ethical. Its nice the way this book neatly sidesteps the issue. Not even referring to ethical aspect left a bitter taste in my mouth.
Being aware of ethical of nay UX manipulation of an audience is something any UX professional needs to be aware of.
Anything in the UX world that is a design pattern or now standard technique for engagement or audience retention has it seems has suddenly become a gamification aspect. For example from forum post ranking to star rating to summary control panels these are all now gamification. Years ago in 2000 they were called community engagement.
Now I have followed, seen, used and designed lots of these techniques as they have developed over the years, I can tell you they didn't appear suddenly from the world of games design.
There seems to be an over zealous desire to label everything as being from "game design" in this book.
If you are a developer or designer is this book any good? Well yes and no.
It's a good introduction text in relation to the techniques and what behavioural effects they are meant to have. But I would take the examples with a grain of salt.
As a UX consultant I could have lost half the book without noticing.
It's not a badly written book. It does show you the techniques and methods used in gamification, for that I've given it 3 stars. If you just want the core information, then yes this book does supply that. Some say it's the number one book in gamification, this isn't my view.
I have this feeling throughout the book maybe the editor should have been a little more questioning of the references than the code.
If you do buy this book, please go get the cheaper ebook. Save yourself some money.
Bottom line: If you know absolutely nothing about the current trends that are used in social media (i.e. achievements, badges, avatars, virtual currency, etc..) then I would recommend using a social media site like Facebook and/or explore the site and some web applications over buying this book. This book would be 'okay' as a $5 stocking stuffer for a 14 year old Facebook developer and a big coffee coaster for everyone else. The reason why it gets two stars is due to the quality of the paper. It has a nice thickness that you will not be afraid of ripping the pages when flipping through the book and all the graphics are in color which is nice. If you really, really, really, want to read this book then I would find it for cheap or visit a local bookstore that has it and read it there.
The book covers the basic nuts and bolts such as experience points (XP), badges, ladders and rankings. The authors use a message board application (built with Rails) as an example as they walk through a series of tutorials on how to enable each piece. All in all, the examples are simple and clear, but don't expect any deep dives on the psychology or research behind any topic. This is more of a mechanical introduction the main value of which is to simply follow the thinking process behind a "retrofitting a rewards system" use case.
For a more recent discussion and thought-leadership on the subject, check out "Reality is Broken" by Jane McGonigal.
Though I imagine the examples will be somewhat dated after a few years the author has done very well dissecting examples of current 'games' I have been suckered into myself.
My favorite quote of the book is: "you have a fundmental choice: be the house, or get played"
The coverage of techniques and motivation strategies is quite good but not too overwhelming. It is a great read even if you skip the programming sections to open your eyes and contemplate how much of the world is a game and how you fall into these on a day to day basis.
Happy hour for example is an appointment game mechanic.
Whether you are a programmer or a business person a book like this I'd certainly put on the shelf next to 'The Art of War'.
- 洋書 > Computers & Technology > Mobile Phones, Tablets & E-Readers > Programming & App Development
- 洋書 > Computers & Technology > Programming > Game Programming
- 洋書 > Computers & Technology > Web Development & Design > User Experience & Usability
- 洋書 > Computers & Technology > Web Development & Design > Web Design