13353102 Putting The Fun In Functional Applying Game Mechanics To Functional Software

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  • Game mechanics are becoming increasingly more interesting as a way to differentiate products. Mobile applications can now use game mechanics in conjunction with location to provide users with real value. More on the topic here: http://www.paddlinglikemad.com/general/on-location-currency-gaming-mechanics-and-creating-user-value/
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  • 1. Putting the Fun in Functional applying game mechanics to functional software Amy Jo Kim www. ShuffleBrain .com
  • 2. About ShuffleBrain We design games & services for clients on the cutting edge of Entertainment Technology
  • 3. About Me
    • Amy Jo Kim: Creative Director ShuffleBrain
    • Trained in Psych, Neuroscience, CompSci
    • Design social games, Web communities, mobile services
    • Author, “Community Building on the Web”
  • 4. What this talk is about using game mechanics to create applications and services that are fun, compelling, and addictive What this talk is NOT about using graphics, animation, sound and UI techniques from games to liven up functional software (that’s another topic :-)
  • 5. Q: What is a game? A1: Formal Definition a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome* A2: Informal Definition a structured experience with rules & goals that’s fun *From Rules of Play by Eric Zimmerman and Katie Salen
  • 6. Q: How do games shape behavior? A: By leveraging our primal response patterns
  • 7. Q: How do games shape behavior? A: By engaging us in flow
  • 8. How can game mechanics make an interactive experience more fun, compelling and addictive?
  • 9. 5 Game Mechanics
    • Collecting
  • 10. Collecting - show me your stuff! Worlds of Warcraft inventory MySpace friends
  • 11. Impressive collection = bragging rights Collectible cards Tagworld fans
  • 12. The Power of Completing a Set Baseball Cards Habbo Coins
  • 13. Gotta catch ‘em all!
  • 14. Collecting Goes Mobile Collecting stamps in BrainAge Collecting Friends in Hotties
  • 15. 5 Game Mechanics
    • Collecting
    • Points
  • 16. Earning Points = simple score system Earning points in Bejeweled Earning points on eBay
  • 17. What can you DO with your points? … and what can your points DO for you?
  • 18. Redeemable Points: earn while you play S&H GreenStamps PrizePlay
  • 19. Redeemable Points drive Loyalty Southwest Airlines simpler Frequent Flyer points Drugstore.com Dollars earn while you shop
  • 20. Can earning points be a social experience?
  • 21. Social Points are given by other players Ratings in Acrophobia Ratings in YouTube
  • 22. Social Points express your game’s values Rating profiles in MySpace Rating profiles in “Hotties”
  • 23. Comparisons: a 2-choice social points game Which is hotter? Which is cuter?
  • 24. eBay: social points for online transactions
  • 25. Amazon: social points for book reviews
  • 26. Flickr: Social Points for “interestingness” Points are calculated via aggregate behavior
  • 27. Once you have points… … you can have LeaderBoards
  • 28. LeaderBoards tap into our innate competitive drive Leaderboards in TagWorld
  • 29. Leaderboards express your game’s values Xbox Live Halo TextAmerica
  • 30. Leaderboards drive Player Behavior TextAmerica: Most Comments YouTube: Highest Rated
  • 31. Parallel Leaderboards = Greater Diversity TextAmerica: Most Comments YouTube: Highest Rated
  • 32. Some systems once had LeaderBoards… … but removed them. WHY???? HINT: LeaderBoards encourage people to game the system…
  • 33. Statistical Ranking: Leaderboards alternative Daily Puzzle percentage ranking Amazon sales ranking
  • 34. Once you have points… … you can define Levels
  • 35. Levels are shorthand for accumulated points Levelling up in Bejeweled eBay’s Star System
  • 36. Levels punctuate the game experience Reaching Level 60 in WOW Attaining a new karate belt
  • 37. Levels unlock new powers & access Levelling up in WOW Levelling up as an eBay powerseller
  • 38. 5 Game Mechanics
    • Collecting
    • Points
    • Feedback
  • 39. Feedback draws attention through movement & change Feedback in Bejeweled Feedback in MySpace Mobile
  • 40. Feedback accelerates mastery Karaoke Revolution - how good is your singing? Brain Training - how old is your brain?
  • 41. Feedback makes your game more fun & compelling
  • 42. Feedback induces flow Stanford Sudoku
  • 43. Feedback makes mundane tasks more fun Cooking Mama for Nintendo DS - teaches you how to cook
  • 44. BIMactive: feedback on your physical activity
  • 45. 5 Game Mechanics
    • Collecting
    • Points
    • Feedback
    • Exchanges
  • 46. Exchanges are structured social interactions basic, primal form of social engagement
  • 47. Social Exchanges can be explicit… In chess, taking turns is built into the rules
  • 48. … or implicit (i.e. emergent) eBay Feedback is a tit-for-tat social meta-game
  • 49. Trading is an explicit Social Exchange Trading in WOW Trading in MogiMogi
  • 50. “ gifting” is a implicit Social Exchange NetMarble HabboHotel Helios
  • 51. MySpace has both kinds of Exchanges comments are implicit “ Add Friend” is explicit
  • 52. 5 Game Mechanics
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 53. Customization increases investment, creates barriers to exit Choose your favorite MetroGirl Customized eBay interface
  • 54. “ Automatic” Customization is fun and engaging Amazon Home Page Flickr Home Page
  • 55. Character Customization is especially powerful Female Characters in WOW Female Profiles in MySpace
  • 56. Let’s look at one successful social network through the lens of game mechanics…
  • 57. How is MySpace like a game?
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 58. How is MySpace like a game?
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 59. How is MySpace like a game?
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 60. How is MySpace like a game?
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 61. How is MySpace like a game?
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 62. Now, let’s look at how game mechanics can make a “serious” game more fun
  • 63. Brain Age (Nintendo DS)
  • 64. Collecting motivates repeat play
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
    Collect daily stamps Collect new games
  • 65. Points are tracked over time
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
    Points over time Points for a round
  • 66. Feedback works at different time scales
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
    Short term: correct? Long term: Brain age
  • 67. Feedback & instructions are conversational
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
    He introduces You play He evaluates
  • 68. Customization via handwriting…
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
    Custom signature Custom stamp
  • 69. … and time-aware dialog
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
    Brain Age is aware of time
  • 70. Creating the illusion of awareness
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
    Program remembers when you last logged in
  • 71. Now let’s look at a popular local review site from a game design perspective
  • 72. Collecting: Reviews, Friends, Compliments
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 73. Multiple Leaderboards showcase different metrics
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 74. Users get immediate feedback when posting/rating reviews
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 75. “ Compliments” function as impicit exchanges
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 76. Profiles offer rich Character Customization
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 77. Looking Ahead expect to see more “serious” applications that feel like games… … and games that incorporate communities
  • 78. Resources amazon .com bonesinmotion .com digitalchocolate .com ebay .com flickr .com google .com jellyvision .com infospace .com myspace .com mogimogi .com nintendo .com popcap .com tagworld .com textamerica .com worldofwarcraft .com youtube .com zephoria .org/thoughts/ Contact [email_address] .com