On Game Design & Gamification

"Gamification" has become a buzzword in advertising and marketing, with companies seeking to add game-like elements to increase engagement. However, many self-proclaimed "gaming gurus" lack genuine game design expertise.

Defining a Game

A true game must be:

- A play activity outside ordinary life with no real consequences

- Governed by rules with a defined endpoint

- Built on conflict requiring meaningful player decisions with in-game consequences

Optional vs. Mandatory Time

A crucial distinction: games occupy people's voluntary time. Gamification attempts to compete for this discretionary attention, which is difficult since people naturally choose the most rewarding activities.

Game Design Components

Understanding mechanics (rules), dynamics (player behaviors), and aesthetics (emotional responses) is essential. Points, badges, and leaderboards themselves are not fun—they require underlying engaging actions to be effective.

The Real Risk

Superficial gamification that adds mechanics without understanding engagement principles typically fails. Foursquare's diminished game elements losing their motivational power exemplifies this problem.

The most successful gamification efforts focus on intrinsic motivation rather than just points and badges. This isn't about turning everything into a game—it's about understanding what makes games compelling and applying those insights thoughtfully to other domains.