PROFESSIONAL Course IN Engagement
Design

Designing Engagement: Gamification

All of us have experienced engagement towards someone or something; some of us feel strong emotions while listening to a song or during a videogame session. When a person feels engaged, their behaviour changes: they become more positive and more willing to participate, as their attention curve grows exponentially.

Moreover, more than 2.5 billion people worldwide are videogame players, and are therefore accustomed to aesthetics, interactive narratives, participation and a sense of protagonism—features they often do not find in everyday life. Designing new products and services without considering this fast-growing audience—ever more demanding and seeking engaging, well-designed experiences—is a mistake. One possible answer is the thoughtful adoption of gamification projects which, when done well, aim not to entertain but to engage. In these terms, gamification design should be applied by managers, entrepreneurs, consultants, freelancers, trainers, game designers, journalists, media and advertising agencies, research institutes and universities.

Gamification is the application of game-related aspects (game elements, game mechanics, game design techniques) to non-game contexts.

Gamification is multi-dimensional and multidisciplinary; however, the strong interest we see in this topic beyond national borders is not yet matched in Italy by an equally rich and professional educational offer.

The programme touches on the disciplines that most clearly define gamification projects: first and foremost marketing, the starting point for shaping purchase experiences and communication, and for learning how to navigate the so-called “attention war” fought every day on social media—and beyond. Alongside these areas, we will naturally explore game design principles, which form the “engine” of any gamification project, addressing cross-cutting topics such as player psychology, community building and experience design.

IAAD. and STUDIOLABO

In line with its vocation for innovation and emerging professional profiles, IAAD. identifies excellent partners for the design of new training pathways.

IAAD. and StudioLabo come together to train new communication professionals specialising in engagement design.

StudioLabo

A communication design studio that for over 15 years has collaborated with leading international companies and has developed independent author projects linked to the world of design.

StudioLabo was founded as a web agency; today, in addition to its web know-how, it provides strategic consulting and graphic design services, and it curates and produces cultural events connected to design and place marketing. StudioLabo’s DNA includes a strong aptitude for creating and developing professional networks to share skills and resources. In recent years, the studio’s research has focused on game design and gamification, developing actual games and web platforms that support brand communities.

Among the best-known projects created and curated by StudioLabo are fuorisalone.it, the reference portal for Milan Design Week, and Brera Design District, a place-marketing project dedicated to Milan’s Brera neighbourhood.