Gamification has been actively used for more than ten years. During this time, gamification was criticized more than once, but each time it returned in a new improved guise. In the session I will examine how gamification should be understood in the context of modern realities (both in business and in academia).

1. More Than Just A Tool
The Proper Definition of Gamification

2. Alexander Vetushinskiy
Research fellow at Lomonosov Moscow State University (Faculty of Philosophy);
Expert at Sberbank Gamification Lab;
Lecturer at Higher School of Economics and Institute of Business and Design.

3. Gamification: prehistory
2002 - Introduction

4. Gamification: prehistory
2002 - Introduction
2008 - Reappearance

5. Gamification: prehistory
2002 - Introduction
2008 - Reappearance
2010 - Expansion

6. Gamification: history
2008–2012 - Peak of Inflated Expectations (G. Zichermann, K. Werbach)

7. Gamification: history
2008–2012 - Peak of Inflated Expectations (G. Zichermann, K. Werbach)
2011–2015 - Trough of Disillusionment (I. Bogost)

8. Gamification: history
2008–2012 - Peak of Inflated Expectations (G. Zichermann, K. Werbach)
2011–2015 - Trough of Disillusionment (I. Bogost)
2015–2020 - Slope of Enlightenment (J. McGonigal, Yu-Kai Chou)

9. Werbach, Hunter, 2012
The use of game elements and game
mechanics in non-game contexts

10. Deterding, 2011
The use of elements of game design
in non-game contexts

11. Motivation!

12. What does it mean?
Increasing Motivation = Changing Behaviour

13. New definition (ver. 1)
Methodology for managing human behaviour with the help
of instruments and techniques of game thinking

14. Gamification is
manipulation

15. Behaviorism
PBL-gamification (points, badges, leaderboard)

16. Gamification after 2015
SDT-theory, typologies of players, octalysis…

17. New definition (ver. 2)
Methodology implementing game thinking in order to
adjust human behaviour through creating a favorable
emotional background

18. Gamification
Not just a tool, but a complete methodology
Suitable for both non-game and game contexts
It is a separate section of game design

19. Metagames elements
Points
Badges
Leaderboards
Levels
Skill Trees
Avatar
Quests
Boss Battles
Reputation
Guilds
Virtual Goods
Virtual Currency
Virtual Shop
Keys
Status

20. New definition (final)
Methodology implementing meta-game elements and
meta-game mechanics in order to adjust human behaviour
by creating a favorable emotional background

21. Thank you!
E-mail: a.vetushinskiy@gmail.com