An interesting and thought provoking guest piece from Dan Fox. I will never look at “Call of Duty” the same way again…
Have you seen The Hunger Games yet? If not, don’t bother. I know it puts me in a minority of something approaching one in the world, but seriously: it’s rubbish. For those who have avoided the adaptation of Suzanne Collins’s hugely popular books, the plot revolves around an authoritarian future in which a continental government keeps the otherwise restless and previously warring masses entertained and distracted with an annual fight-to-the-death tournament between 24 teenage “tributes”. Sort of like The X-Factor. With bows and arrows. (If you want visions of the future how they should be realised, just download Bladerunner, Twelve Monkeys and The Fifth Element; if you want half-decent portrayals of bloodthirsty voyeurism in the mix, add Battle Royale, Rollerball, Running Man and The Truman Show).
Anyway, its one saving grace for me is that it at least combines my two main professional interests: security policy and game mechanics. All a little more fascistic and lethal than I would normally advocate, true. But we all start somewhere. Fortunately, there is a less fictional example of where these two areas merge. And one that should be of far greater interest (not least by virtue of being, you know, real). Each week, across the world, seven billion hours per week are spent gaming. Many organisations, from Barack Obama’s re-election campaign, to the most successful commercial brands, to educational establishments of all levels, are trying to address how this dedication to playing can be harnessed to influence and motivate. The answer has come in the form of gamification: the application of game mechanics to non-game activities or environments.
One of the best breakdowns of what makes a game a game is given by Jane McGonigal, the American academic and game designer based out of California, in 2011’s Reality Is Broken. She defines a game as needing a goal – a final aim and win condition for which players strive. There also have to be barriers – such as rules or time limits or other restrictions; feedback – points, scores or rewards; and that it’s voluntary – everyone agrees to and about the other three elements (and to take part in the first place). Laid out like that, it’s possible to perceive many an everyday activity as a ‘game’, or as having the potential to be turned into a game. A popular book with policy makers in recent years has been Neal Gabler’s Life: The Movie, which argued that the entertainment industry became so dominant in the 20th Century that nearly all aspects of daily life have become a branch of it and that our behaviour – seeing ourselves in roles, fulfilling plots and narratives that we set for ourselves – reflects this.
In this century, however, the influence has moved away from Hollywood, and north to Palo Alto and Seattle. Online and digital forms of media and entertainment now hold sway over the way that we interact and behave. Life: The Game is all around us. Nowhere is this truer than on the web. And nowhere is this truer on the web than with social media platforms. McGonigal’s four basic elements of a game are clearly matched. There are goals: to communicate, connect and promote There are rules and restrictions: etiquettes, how much time you have, competition with all the other data. The feedback is quite clear: the number of your friends or followers, retweets, likes, shares, badges, statuses, comments, and the basic traffic statistics. On some platforms, this is even more explicit. Apps like foursquare and SCVNGR are game mechanics in themselves.
Within these ‘games’, influential behaviour can easily be applied. Robert Cialdini’s six principles of persuasion are the basis for much of this. Especially reciprocity, getting people to commit and be consistent, and reinforcing social proof. Using the web, promoting influence and understanding game mechanics all come together when considering wider models of behaviour. B J Fogg’s Behavioural Model (FBM) sees behaviour occurring at the convergence of motivation, ability and trigger. Daniel Pink places the crucial point at the convergence of our desires for autonomy, mastery and purpose. Games provide the opportunity to experience of all these and to achieve what Mihaly Csikszentmihalyi was the first to term cognitive flow. At the point of balance between challenge and ability in a task we enter a flow between anxiety and boredom. In flow, we are extremely focussed, have a sense of active control, lose self-awareness, time distorts, and the task itself becomes the only justification for continuing it.
The starkest example of gamification influencing people on the web is extremist websites, at both the jihadi and white supremacist ends of the spectrum. Studies by Jarret Brachman and Alix Levine have identified game mechanics that keep people engaged in these spaces, such as: reputation points; differentiated avatars, and font colours and sizes; access to restricted parts of the site (a good example of Cialdini’s scarcity motivator at work); fundamentalism metres; promotions to Administrator or Moderator statuses; and platforms for collecting and trading photographs, videos and documents. Their conclusion is that “like virtually every other popular online social space, the social space of online jihadists has become “gamified,” a term used to describe game-like attributes applied to non-game activities. It turns out that what drives online jihadists is pretty much exactly what drives Internet trolls, airline ticket consumers, and World of Warcraft players: competition.”
The intelligence challenge is in anticipating when this playing in a virtual space becomes doing in an actual place.
Dan Fox is a UCL Honorary Research Associate at the Institute for Security & Resilience Studies, and Co-Founder of The Game Trainers.
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