Win-Win
PROJECT + TASKS:
Facebook, Instagram, Freeletics, Uber — the film revolves around the phenomenon of gamification: the use of game mechanics beyond the context of play. In everyday life, these mechanisms often influence users unnoticed, transforming even strenuous or monotonous activities into something seemingly effortless and engaging. They increase motivation and can push individuals to the very limits of their performance. But how manipulable does the human being become in the process?
The documentary Win‑Win, directed by Friedrich Rackwitz, was produced in collaboration with University of Television and Film Munich and the German Public Broadcasting Consortium (ARD).
Official teaser –
The film examines the behavioral research of American psychologist B.F. Skinner and is based on the arguments of experts from the fields of psychology, gamification, cultural and social sciences, as well as a self-experiment conducted by the director.
INTERVIEWS
Sarah Diefenbach
Professor of Business Psychology with a focus on digitalization and human-technology interaction
Roman Rackwitz
is one of the world’s leading gamification pioneers and is considered the most renowned expert in the German-speaking world
Christian Montag
Professor of Molecular Psychology at the University of Ulm; his research focuses on genetic addiction markers and dependence on digital mechanisms, among other topics
Robert Spitz
Actor, acting coach and director; plays Uber drivers Daniel, Johannes, and Anton
Sarah Nies
Professor at Georg August University of Göttingen and researcher at ISF Munich
Christian Huberts
Cultural scientist specializing in games and gaming culture
Roberto Simanowski
Literary scholar, concerned with the impact of digital technology on democracy and calling for more media education
Yu Kai-Chou
Entrepreneur and consultant in the fields of gamification and behavioral design; one of the big names and pioneers of gamification worldwide
Moritz Dittmeyer
earned a doctorate on the concept and ethics of gamification
Gerlinde Lüginger
Leads the bActive project at Bosch-Siemens Home Appliances
Philipp Reinartz
Founder and managing director of the gamification agency Pfeffermind (Berlin), developed the bActive app for Bosch-Siemens home appliances
Lena Kauling
Service technician at Bosch-Siemens Home Appliances
Marcus Heuvelmann
Service technician at Bosch-Siemens Home Appliances
Carsten Buendgen
Trainer for service technicians at Bosch-Siemens Home Appliances
Anne Sauer
Developed the bActive app for Bosch-Siemens home appliances
Mai Vo Dieu
Developed the bActive app for Bosch-Siemens home appliances in collaboration with Anne Sauer and Philipp Reinartz
Simon Alger
Lead Data Scientist at Freeletics, develops the app’s coach algorithm
Philipp Hagspiel
Team Lead Platform Expansion at Freeletics, develops future Freeletics products
Tuna Ümal
training partner
Noma Keynova
training partner
