Game Thinking: Motivational Aspects

As we've seen yesterday, there are some key differences between gamifying a process and applying game thinking more boldly to the creation of new, more engaging processes.

Motivation is at the heart of both gamification and game thinking, yet the way each approach taps into user motivation is fundamentally different: while both aim to encourage user engagement, they do so by leveraging different types of motivation, as gamification primarily targets extrinsic motivation, while game thinking focuses on intrinsic motivation. Let's see how.

2.1. Extrinsic vs Intrinsic Motivation

Gamification is primarily centred around extrinsic motivation, which means engaging users through external rewards or incentives. These external motivators are typically tangible or measurable outcomes that drive behaviour like the infamous points, badges, leaderboards, rewards, and achievements. These elements should encourage users to participate in activities or complete tasks to gain recognition, earn rewards, or compete with others. The external nature of these motivators means that users are driven by what they will receive as a result of their actions, rather than the actions themselves.

Take for example an educational platform that uses gamification to encourage students to complete assignments. By awarding points for each task completed and offering badges for reaching certain milestones, the platform provides clear external incentives, but students are motivated to engage with the platform not necessarily because they enjoy the learning process: they want to earn rewards, see their name on the leaderboard, or unlock achievements... and they will find a way to cheat.

Research shows that while extrinsic rewards can effectively drive behaviour initially and kick-start change, they may not sustain long-term engagement. Once the external rewards are removed or they lose their appeal, users may lose interest in the task. Additionally, in some cases, reliance on extrinsic motivation can diminish intrinsic motivation, as users may begin to associate the task solely with the reward?rather than finding inherent value or enjoyment in the activity itself.

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Game thinking, in contrast, seeks to trigger intrinsic motivation,? which arises when individuals are motivated to engage in an activity because they find it inherently satisfying, enjoyable, or meaningful. In other words, the activity itself becomes the reward. Game thinking aims to create experiences that naturally appeal to users’ internal desires, such as the need for mastery, autonomy, purpose, and a sense of accomplishment.

Intrinsic motivation is more powerful and sustainable over the long term because it taps into fundamental human needs and desires. When a system or experience is designed with game thinking, users are motivated to participate because they find the process itself engaging, challenging, or meaningful. They don’t need external rewards to keep them going; the experience itself provides a sense of fulfilment.

For example, in the context of professional development, a platform designed with game thinking might not just award points for completing training modules. Instead, it could incorporate elements of storytelling and create a journey where employees are encouraged to take on progressively challenging tasks, develop new skills, and see their growth over time.

2.2. The Interplay Between Extrinsic and Intrinsic Motivation

While gamification and game thinking are distinct in their focus on extrinsic and intrinsic motivation, the relationship between these two types of motivation is more complex. In many cases, extrinsic and intrinsic motivation can work together to enhance user engagement.

As we've seen, badges and such can be effective in quick-starting a new wave of different behaviours, and this is good through the first stages of change management when, for instance, you need to encourage people to participate in the assessment stages. Over-reliance on extrinsic motivation, however, can sometimes undermine intrinsic motivation. This is known as the "overjustification effect," where introducing external rewards can reduce a person’s intrinsic interest in a task. Game thinking seeks to avoid this pitfall by designing systems that align with users’ internal drives from the outset, experiences that are enjoyable, meaningful, and challenging.

2.3. Long-Term vs. Short-Term Engagement

The distinction between extrinsic and intrinsic motivation, thus, has implications for the sustainability of user engagement. Gamification, with its reliance on extrinsic motivators, can be highly effective in driving short-term engagement, as users are drawn to the immediate gratification of earning points, rewards, or recognition. However, as mentioned earlier, this type of motivation can be fleeting, and without careful design, it may not lead to long-term behaviour change which is what we seek to achieve.

Game thinking, by fostering intrinsic motivation, is often better suited for creating long-term engagement. When users are motivated by the experience itself, they are more likely to continue participating over time. This approach encourages a deeper connection with the task or system, leading to sustained engagement that is less dependent on external factors.

Classcraft for instance is a platform that transforms the classroom into a role-playing game. Students create characters and earn experience points by completing assignments and collaborating with peers. This approach not only motivates students but also encourages teamwork and social interaction, demonstrating the effectiveness of game thinking in fostering a positive learning environment.

The World Bank also utilized a game-based approach to engage stakeholders in urban planning. By simulating city management scenarios, participants could explore the consequences of various policies in a controlled environment. This method not only facilitated understanding but also encouraged innovative thinking about complex urban issues.

In the health sector, game thinking has been applied to encourage healthier lifestyles. For instance, platforms like Zombies, Run! gamify exercise by integrating storytelling and missions into running. Users must complete tasks while running, which increases motivation and engagement with physical activity, and the approach has shown promising results in improving fitness levels among participants.

Can you think of any other examples? Tell us in the comments.