A while ago there was a discussion on the IAI members list about game mechanics on web sites. Andrew Hinton pointed to the Google Image Labeler and LinkedIn’s ‘profile completeness’ status bar and asked: “Can anyone else think of a use of a game mechanic like this to jump-start this kind of activity?” (Where “this kind of activity” is basically defined as something people wouldn’t normally do for its own sake, like say tagging images.)
I was thinking about this for a while the past week and seem to have ended up at the following:
On LinkedIn, having a (more or less complete) profile presumably serves some extrinsic goal. I mean, by doing so you maybe hope you’ll land a new job more easily. By slapping a status bar onto the profile that gives feedback on its completeness, the assumption is that this will stimulate you to fill it out. In other words, LinkedIn seems unsure about the presence of extrinsic motivations and is introducing an intrinsic one: getting a 100% ‘complete’ profile and as such making a game (in a very loose sense of the term) out of its professional network service. A good idea? I’m not sure…
On Google Image Labeler, the starting point for its design was to come up with a way to have people add meta-data to images. Google actually ‘bought’ the game (originally called The ESP Game) from CAPTCHA inventor Luis von Ahn, who before that did reCAPTCHA and after went on to create Peekaboom and Phetch. Anyway, in the case of the Image Labeler (contrary to LinkedIn) there was no real extrinsic goal to begin with so a game had to be created. Simply having fun is the only reason people have when labelling images.
Note that Flickr for instance has found other ways to get people to tag images. What happened there is (I think) a very nice way of aligning extrinsic goals with intrinsic (fun, game-like) ones.
‘Pure’ games by their very nature have only intrinsic goals, they are artificial and non-utilitarian. When you consider introducing game-like mechanics into your web site or application (which presumably serves some external purpose, like sharing photos) think carefully about the extrinsic motivations your users will have and come up with game-like intrinsic ones that reinforce these.