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Designing for Play Instinct: Gamification, Collective Voodoo and Mumbo Jumbo.

WEBLEY, Stephen and Cham, Karen (2018) Designing for Play Instinct: Gamification, Collective Voodoo and Mumbo Jumbo. In: The Business of Gamification: A Critical Analysis. Routledge, London, pp. 182-207. ISBN 9781138340145

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Abstract or description

method that aims to accelerate performance by implementing game- style
incentivisation mechanics into nongame environments, such as businesses
and services. Currently, it is most often applied as a “user experience design”
(UXD) method, the contemporary convergence of human- computer interaction
(HCI), user- centred design (UCD) and marketing that aims to increase
user engagement, closing the “semantic gap” in the user experience (UX) by
providing a higher level of engagement for people using machines—through
call centre interfaces, for example. Quantifiable returns are indeed demonstrated
when more engaging elements are designed into any communications
touchpoint, a long- established tradition in both media and advertising and
HCI. However, the recent evangelization of both gamification methodologies
and “gurus” demonstrates a fundamental, and startlingly absolute,
absence of understanding of the paradigms of computing, design practice
and game studies in the gamification world

Item Type: Book Chapter, Section or Conference Proceeding
Additional Information: This is an Accepted Manuscript of a book chapter published by Routledge in The Business of Gamification: A Critical Analysis on 13/09/2016, available online:
Faculty: School of Computing and Digital Technologies > Games and Visual Effects
Depositing User: Stephen WEBLEY
Date Deposited: 20 Aug 2019 11:13
Last Modified: 24 Feb 2023 13:56
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