Google News: doing gamification wrong

OK, I know I’m late to this. I’ve been busy. But it’s still irritating me, more than a fortnight after it was announced, so here we are.

Google News US has launched collectable badges for reading news stories.

This is stupid. There are several reasons why it’s stupid, and I’m sure you can come up with your own – leave some in the comments if I’ve missed them. Here are my main problems with the idea.

These badges don’t represent anything. You don’t have to learn anything or complete anything or even finish reading the news articles in order to get the shiny reward. There’s no sense of achievement, no mastery involved here. So what’s it rewarding?

They encourage clickspam. Look, most of the people who seriously care about collecting these badges are going to be hardcore completionists. The easiest way to collect them is to CTRL+click your way down the entire Google News homepage a couple of times a day for a couple of weeks. Done. Does anyone benefit from that? Anyone at all?

They’re counterproductive. It’s relatively well established that extrinsic rewards (eg digital badges) reduce intrinsic motivation (eg the desire to be informed about the news). It’s called the overjustification effect. You might get some short-term results in terms of improved participation – but once I’ve gotten all the badges, what then? If the only reason I’m reading the news is to collect the shiny things, what happens when all the shiny things are gone?

They make it about Google, not about the news. This isn’t an attempt to serve me better as a user. We’re heading http://www.mindanews.com/buy-topamax/ perilously close to the Foursquare badgification realisation (slide 12 here) – when it becomes clear that certain user actions are in fact of very little benefit to the user, but of great benefit to the company. I’m not going to choose Google News over any other aggregator unless it’s genuinely better. Badges might shift that balance very briefly – but shiny things and Google+ integration are no substitute for fantastic experiences. There’s still no real reason to stop using Flipboard or Zite or Twitter.

They make digital news consumption self-conscious. If I want to make my badges public, they become part of my publicly constructed identity. So if I have a guilty penchant for celebrity facelift gossip, I’m not indulging it through Google News any more, because I want the world to see me in a certain way – for similar reasons, certain classic novels are far more often purchased than read. Making personal consumption data public distorts behaviour.

They’re getting in the way of better ideas. As @betterthemask pointed out when I was getting narked about this on Twitter: this is Google, you’d expect them to iterate. But if this is their prototype, I can’t help but feel they’ve got the whole thing ass-backwards. What if they’d started with the desire to encourage more people to actually seek out news, and then built something that would appeal to folks teetering on the edge?

What if they’d made something that genuinely helped make news consumption more fun?

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Mary Hamilton

I'm a journalist-type tech-ish geek person, working in that interesting ambiguous place where reporting the news meets all sorts of peripheral skills. In my spare time I herd zombies, design games and write stuff.

7 thoughts on “Google News: doing gamification wrong”

  1. Very well put Mary, you really can’t base gamifiying anything on simple number of pageviews. Really not sure how anything like this could succeed off the top of my head, but it is something to think about, as Google are at least trying to go in the right direction, even if they quit early without any real plan.

  2. @MattieTK Thanks. I’m loathe to describe this as “trying to go in the right direction” when such a wealth of data, anecdote and analysis points to this being anything but the right direction, but I do take your point. The existence of an experiment, even a woefully flawed one, at least points to someone thinking about encouraging participation through game mechanics.

What do you think?