How Humans Grew Acorn Brains: Learning from Failed Gamification Examples

How Humans Grew Acorn Brains: Learning from Failed Gamification Examples

When it comes to long-term crises, humanity's record is less exemplary. Our response to the climate emergency, which is already here but whose greatest impacts are yet to come, has been painstakingly slow. This can be attributed to the Marshmallow Brain, an ancient part of our neuroanatomy that focuses our minds on instant rewards and immediate gratification. However, alongside the Marshmallow Brain, we also possess a long-term Acorn Brain located in the frontal lobe just above our eyes, giving us the rare ability to think, plan, and strategize over long timeframes.

The human capacity to think long term is one of the brain's most stunning innovations. But how did our brains evolve this remarkable cognitive ability? Evolutionary psychologists and archaeologists offer four main explanations. The first is "wayfinding," a survival skill that developed over two million years, allowing our ancestors to navigate from place to place when hunting or foraging. This ability to orient ourselves in physical space laid the foundation for long-term thinking.

The second explanation is the "grandmother effect." Research shows that the presence of grandparents, especially maternal grandmothers, reduces infant and child mortality. Older post-reproductive females provide vital childcare, knowledge, and support, creating relationships of trust and reciprocity that rely on future assistance. This intergenerational cooperation fosters long-term thinking.

The third explanation lies in our human genius for toolmaking. As our brains grew and we developed the ability to make complex tools, we also developed the capacity to plan and execute complex sequences of actions. This ability to plan for the future enabled us to engage in activities with long time horizons, such as crop rotation or pyramid building.

Lastly, studies have shown that teaching individuals that humans are essentially rational, self-interested creatures can lead to selfish behavior. This highlights the importance of fostering a sense of long-term thinking and considering the consequences of our actions.

While our brains have evolved to think long term, this ability is not always effectively utilized, as seen in various failed gamification examples. Pokémon Go, for instance, captivated users with its storytelling elements and collector's mindset. However, the game failed to engage users in the long term due to the lack of motivation beyond collecting Pokémon. Keeping people motivated without constant rewards is crucial for designing successful gamification experiences.

Frequent flyer programs also fall short in effectively utilizing gamification elements. Simply including game elements such as award and status miles does not make the experience exceptionally fun or engaging. The bar to receive interesting rewards must be set appropriately.

In the realm of education, classroom gamification often focuses solely on points, leaderboards, and badges. However, without genuine motivation inserted into the students' study cycle, these game elements do not make the experience truly engaging.

Even tech giants like Google have stumbled in their gamification efforts. Google News handed out badges without any real value or meaning to users, leading some to quit using the service. Zappos, an online retailer, failed to explain the value of their rewards, leaving users confused about how to use them.

Sales contests at telecom companies may seem like an effective way to motivate employees, but they often discourage lower-ranking sellers from participating due to the overwhelming competition. This lack of inclusivity hinders long-term engagement.

Highlighting failures as a form of competition can create frustration and discourage employees from giving their best. This was evident in the examples of Wuppermann Steel and Disney, where employees felt pressured to constantly race to the top, leaving others dissatisfied.

In the case of Foursquare, the gamification element of becoming the major discouraged users as it became impossible for new players to achieve that status. This lack of perspective led to user attrition.

Even a company as renowned as Marriott failed to explain the "why" behind their gamification efforts, leaving employees unmotivated and disengaged. The experience itself was not compelling enough to drive long-term engagement.

In conclusion, humans possess the remarkable ability to think and plan over long timeframes. However, effectively harnessing this ability is crucial for addressing long-term challenges such as the climate crisis. To ensure successful gamification, it is important to provide meaningful motivation, set appropriate reward thresholds, and foster inclusivity. With these principles in mind, we can leverage our acorn brains to tackle long-term challenges and create a better future.

Actionable Advice:

1. When designing gamification experiences, focus on intrinsic motivation rather than constant rewards. Create a sense of purpose and meaning beyond immediate gratification.
2. Ensure that rewards and milestones are attainable and meaningful to the users. Set the bar appropriately to maintain engagement over the long term.
3. Foster inclusivity and avoid creating overwhelming competition. Encourage collaboration and cooperation to create a supportive environment that motivates all participants.