Designing Gamification: Creating Gameful and Playful Experiences Abstract In recent years, gamification – the use of game design elements in non-game contexts – has seen rapid adoption in the software industry, as well as a growing body of research on its uses and effects. However, little is known about the effective design of such gameful systems, including whether their evaluation requires special approaches. This workshop therefore convenes researchers and industry practitioners to identify current practices, challenges, and open research questions in the design of gameful systems. Keywords Gamification; gameful design; playful design; game design; design methods; design research ACM Classification Keywords H.5.m [Information Interfaces and Presentation (e.g., HCI)]: Miscellaneous; H.5.2 [User Interfaces]: Evaluation/Methodology, User-Centered Design; H.5.3 [group and Organization Interfaces]: Evaluation/Methodology; K.8.0 [Personal Computing]: Games Introduction Gameful design or gamification refers to the design of hardware and software in non-game contexts using Copyright is held by the author/owner(s). CHI 2013 Extended Abstracts, April 27–May 2, 2013, Paris, France. ACM 978-1-4503-1952-2/13/04. Sebastian Deterding Hans-Bredow Institute at the University of Hamburg, 20354 Hamburg, Germany s.deterding@hans-bredow- institut.de Staffan Björk Department of Applied IT, Göteborg University 412 96 Göteborg, Sweden staffan.bjork@gu.se Lennart E. Nacke Faculty of Business and IT, University of Ontario Institute of Technology, Canada lennart.nacke@acm.org Dan Dixon Digital Cultures Research Centre, University of the West of England Bristol BS16 1QY, UK dan.dixon@uwe.ac.uk Elizabeth Lawley Department of Interactive Games & Media, Rochester Institute of Technology Rochester, NY, 14623, USA ell@mail.rit.edu