UPcell Contests
Designing Social Games with
lasting Engagement
5 Keys to Driving Engagement
1) Know your players
Who are your Staff? How do they like to Engage?
GENERAL RULE:
Women like to collaborate / Men like to compete
Four Main Ga...
New Social Engagement Player-Types
• Express (choose, customize, showoff)
• Compete (win, beat, taunt, challenge,
pass, fi...
BP Contest Mechanics
E-Learning
Explore / Learn
Contest
Compete/ Pass/ taunt
Social Share
Brag / Showoff / Share
Teams
Lea...
5 Keys to Driving Engagement
1) Know your players
2) Design your lifecycle stages
Designing Game Lifecycles
Newbie (on-boarding)
Regular (habit-building)
Enthusiast (mastery)
Newbies - Learning the game
(1 - 2 MONTHS)
• Welcome
• Sign-up
• Profile Management
• Exploring App
• Progress
• Achievabl...
Regulars - Fresh Content
• Fresh learning
• Fresh content
• New Contests
• Activities
• Challenges
Enthusiasts
• Exclusivity
• Recognition
• Impact
5 Keys to Driving Engagement
1) Know your players
2) Design your lifecycle stages
3) PERMA into activity loops
PERMA (Positive Psychology*)
• Positive Emotions - exp. joy, pleasure, fun
• Engagement/Flow - keep users involved in game...
5 Keys to Driving Engagement
1) Know your players
2) Design your lifecycle stages
3) PERMA into activity loops
4) Progress...
Progress Mechanics
• Tools that light the way to Mastery
i.e: Points, badges, leaderboards
QUESTION:
What is the OVERALL j...
5 Keys to Driving Engagement
1) Know your players
2) Design your lifecycle stages
3) PERMA into activity loops
4) Progress...
Intrinsic Rewards
3 key factors of Motivation/Drive
• Autonomy = desire to direct our own lives
• Mastery = urge to get be...
Intrinsic value vs. Extrinsic Rewards
• Belonging
• Mastery
• Meaning
• Fun
• Learning
• Points/Levels/Badges
• Leaderboar...
What can your employees
Learn and Accomplish?
Designing Contest
• Level the playing field:
Full-timers vs. Part-timers (Ratio-Based contests)
• Shrink the competition:
...
Game Mechanics - Assigning Points
• Competing in Contests
• Value of Menu Items sold
• Social Sharing with Social Networks...
Prizing
• Daily/Weekly/Overall Winners
• Contests that reset Weekly + Build
Overall
• Intangible Prizing is best - smaller...
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Social Games contest design

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Designing Contest for Social Engagement

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Social Games contest design

  1. 1. UPcell Contests Designing Social Games with lasting Engagement
  2. 2. 5 Keys to Driving Engagement 1) Know your players
  3. 3. Who are your Staff? How do they like to Engage? GENERAL RULE: Women like to collaborate / Men like to compete Four Main Game Player Types (Bartle)*: •Killers •Achievers •Socializers •Explorers *Social Networks/Gaming weren’t invented yet…
  4. 4. New Social Engagement Player-Types • Express (choose, customize, showoff) • Compete (win, beat, taunt, challenge, pass, fight) • Explore (view, read, search, collect, complete) • Co-operate (Join, share, Help, Gift, Exchange)
  5. 5. BP Contest Mechanics E-Learning Explore / Learn Contest Compete/ Pass/ taunt Social Share Brag / Showoff / Share Teams Leaderboard Jim 100 Kim 90 YOU 60 Ray 50 Tim 40 June 2014
  6. 6. 5 Keys to Driving Engagement 1) Know your players 2) Design your lifecycle stages
  7. 7. Designing Game Lifecycles Newbie (on-boarding) Regular (habit-building) Enthusiast (mastery)
  8. 8. Newbies - Learning the game (1 - 2 MONTHS) • Welcome • Sign-up • Profile Management • Exploring App • Progress • Achievable Rewards • Participate in Contests KEY TAKE-AWAY: What you leave out/hold back is just as important at this stage.
  9. 9. Regulars - Fresh Content • Fresh learning • Fresh content • New Contests • Activities • Challenges
  10. 10. Enthusiasts • Exclusivity • Recognition • Impact
  11. 11. 5 Keys to Driving Engagement 1) Know your players 2) Design your lifecycle stages 3) PERMA into activity loops
  12. 12. PERMA (Positive Psychology*) • Positive Emotions - exp. joy, pleasure, fun • Engagement/Flow - keep users involved in game • Relationships - interact w/ others in game • Meaning - purposeful narrative • Accomplishment - mastery/recognition *Martin Seligman
  13. 13. 5 Keys to Driving Engagement 1) Know your players 2) Design your lifecycle stages 3) PERMA into activity loops 4) Progress Mechanics
  14. 14. Progress Mechanics • Tools that light the way to Mastery i.e: Points, badges, leaderboards QUESTION: What is the OVERALL journey we’re taking employees on to learn and apply their learning to new challenges?
  15. 15. 5 Keys to Driving Engagement 1) Know your players 2) Design your lifecycle stages 3) PERMA into activity loops 4) Progress Mechanics 5) Intrinsic Rewards
  16. 16. Intrinsic Rewards 3 key factors of Motivation/Drive • Autonomy = desire to direct our own lives • Mastery = urge to get better at something that matters • Purpose = AKA belonging, desire to be part of something bigger than ourselves Drive, Daniel H. Pink
  17. 17. Intrinsic value vs. Extrinsic Rewards • Belonging • Mastery • Meaning • Fun • Learning • Points/Levels/Badges • Leaderboards • Prizes • Progress Bar • Money
  18. 18. What can your employees Learn and Accomplish?
  19. 19. Designing Contest • Level the playing field: Full-timers vs. Part-timers (Ratio-Based contests) • Shrink the competition: Yourself/ Employees/ Location/ Region/ National • Gamify From Top Down: Area Associates/ Regional Managers / Managers / Employees • Position vs. Position Bar vs. Bar, Servers vs. Servers, Kitchen vs. Kitchen
  20. 20. Game Mechanics - Assigning Points • Competing in Contests • Value of Menu Items sold • Social Sharing with Social Networks • Sign Up • Daily Sign-in •Feedback to HeadOffice •Message/Recognition •Surveys (internal/external) •Wall Of Fame/Recognition Wow’s/Props There are 3 types of Point Economies in your system: Contest-Related On-going
  21. 21. Prizing • Daily/Weekly/Overall Winners • Contests that reset Weekly + Build Overall • Intangible Prizing is best - smaller/lots of prizes better for maximizing participation • RECOGNIZE each winner • Charitable Donation

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