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Game designthinking jimbabb

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Jim Babb

Jim Babb

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Game designthinking jimbabb Game designthinking jimbabb Presentation Transcript

  • Game Design Thinking: Gamification as process
  • ©2 010 U ND ERC U R R E NT G L OB A L . CONF I DEN TI AL AN D P R OP R I E TARY. 2
  • get strategic fun and games
  • Let’s PlayGoal: Everyone contribute to a greatconversation and as a group collect atleast 40 cards. Cards = comments or questions After comment, give me the card 2 comments per slide & 1 per person
  • Let’s Play Goal: Everyone contribute to a great conversation and as a group collect at least 40 cards. Cards = comments or questions After comment, give me the card 2 comments per slide & 1 per person Your presentation Heads Up Display (or H.U.D.)★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 6 56
  • It used to be that being online was enough.★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 77 56
  • Our shiny or useful things have to be engaging as well..★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 88 56
  • As we seek eyeballs today, we must also seek engagement. Something is engaging when it “occupies the attention of a person”.★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 9 9 56
  • ! ved ro p p A mJi Favorite games, and why ★ Cards = comments or questions Holiday from the Rule #2. ★ After comment, give me the card ★ 2 comments per slide & 1 per person slide # 10 10 56
  • As we seek eyeballs today, we must also seek engagement. Something is engaging when it “occupies the attention of a person”. ★ lose track of time ★ immersed ★ in the zone★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 11 11 56
  • 323M Why games? monthly players★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 13 12 56
  • >20% of time online/mobile is spent playing games★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 14 13 56
  • 500M Downloads of Angry Birds★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 15 14 56
  • Everyone’s a gamer Everyone is a gamer Games are big.★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 16 15 56
  • What if we studied what made games so engaging and applied those learns to things that suck.★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 17 16 56
  • GAMIFICATION!★ Cards = comments or questions from wikipedia★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 18 17 56
  • GAMIFICATION! “the use of game design techniques and mechanics to solve problems and engage audiences.” from wikipedia★ Cards = comments or questions from wikipedia★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 19 18 56
  • The promise: get people to do what they don’t want to do.GAMIFICATION! “the use of game design techniques and mechanics to solve problems and engage audiences.” from wikipedia★ Cards = comments or questions from wikipedia★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 19 # 20 slide 56
  • Gamification is not a thing. Rather, game design thinking is a process.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 22 # 23 slide 56
  • What is a game? "A game is an activity among two or more independent decision-makers seeking to achieve their objectives in some limiting context." (Clark C. Abt) Rules Games Motivations limiting context objectives★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 23 # 24 slide 56
  • Motivations WHY PEOPLE DO ANYTHING Challenge Intrinsic is a motivation that is driven by an interest or enjoyment in the Curiosity task itself. Control★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 25 56
  • Motivations WHY PEOPLE DO ANYTHING $$$ Extrinsic is a motivation that is derived Recognition from sources external to an individual. Punishment★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 25 slide # 26 56
  • k or ew Motivation m a Fr on ti va i otM Person Action Feedback ★ Cards = comments or questions ★ Face cards = Tweets ★ After comment, give me the card ★ 2 comments per slide & 1 per person ★ Reds = comments, Blacks = question 26 slide # 27 56
  • get that cheddar k or ew Motivation m a Fr on ti va i otM Person Action work Feedback pay check ★ Cards = comments or questions ★ Face cards = Tweets ★ After comment, give me the card ★ 2 comments per slide & 1 per person ★ Reds = comments, Blacks = question slide # 28 56
  • to st rengthen our friendship k or ew Motivation m a Fr on ti va i otM Person Action Tweet Feedback subtle. maybe nothing. ★ Cards = comments or questions ★ Face cards = Tweets ★ After comment, give me the card ★ 2 comments per slide & 1 per person ★ Reds = comments, Blacks = question slide # 29 56
  • to st rengthen our friendship k or ew Motivation m a Fr on ti va i otM Person Action Tweet Feedback ca$h money ★ Cards = comments or questions ★ Face cards = Tweets ★ After comment, give me the card ★ 2 comments per slide & 1 per person ★ Reds = comments, Blacks = question slide # 30 56
  • Rules Rules are fun.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 30slide # 31 56
  • A lecture★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 31 slide # 32 56
  • A game★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 33 56
  • me st Sy A s A m o me ro ss laC ge l ed w no K you you you you ★ Cards = comments or questions ★ Face cards = Tweets ★ After comment, give me the card ★ 2 comments per slide & 1 per person ★ Reds = comments, Blacks = question 33 slide # 34 56
  • me st Sy A s A m o me ro pal ss laC g tin Tex you you you you Chatting Daydreaming ★ Cards = comments or questions ★ Face cards = Tweets ★ After comment, give me the card ★ 2 comments per slide & 1 per person ★ Reds = comments, Blacks = question 34 slide # 35 56
  • me st Sy A s A m o me ro pal ss laC g rin Sha you you you you Competing Engaged ★ Cards = comments or questions ★ Face cards = Tweets ★ After comment, give me the card ★ 2 comments per slide & 1 per person ★ Reds = comments, Blacks = question 35 slide # 36 56
  • Why understand games? Because it’s your job. Understanding people = making things useable and engaging = selling more ______.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 37 56
  • Magic Circle SEPARATE FROM THE REAL-WORLD The Magic Circle is the frame of mind that a player enters when they start playing a game. J E R E M Y LI N A G R E E S T O A C E R T A I N S E T O F R U LE S T H A T ON LY E XIST S ON T H E C OU R T★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 37 slide # 38 56
  • Magic Circle Nike creates playful rules that mirror their brand and put players into a competitive mindset. N IKE G R ID IS A G A M E P LA YE D B Y R U N N IN G A N D W A S T A R G E T E D A T C OM P E T IT IV E R U N N E R S IN LON D ON★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 38 slide # 39 56
  • Clear Objectives WHAT DO I DO? Rather than telling you what to do, the best games teach you with clear objectives and let you learn through play.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 39 slide # 40 56
  • Clear Objectives Biore created a loyalty program with clear benchmarks in order to receive rewards. C LE A R R E A S ON S T O R E T U R N D A ILY IN C R EA SED THE DA ILY A C TIVE U SER R A TES★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 41 56
  • Feedback Mario Kart gives poor performing players better weapons to help them catch up.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 41 slide # 42 56
  • Feedback Mint add additional rules to improve usability. M IN T M A KE S F IN A N C IA L G OA LS LE SS A B S T R A C T B Y T Y IN G T H E M T O T H E THINGS YOU WANT TO PURCHASE★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 42 slide # 43 56
  • Flow State THAT “IN-THE-ZONE” FEELING Anxiety Difficulty ow Fl Boredom T E T R I S S LO W LY I N C R E A S E S D I F F I C U LT Y A S Y O U P LA Y K E E P I N G Y O U I N A S T A T E O F F LO W Skills / Ability★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 43 slide # 44 56
  • Flow State MTV augmented their show by creating a social experience that kept users in a state of flow while watching TV. B Y R E - IM A G IN IN G T H E IR S H OW S K IN S , M T V U N DE R ST OOD A N D T A P P E D IN T O A C ON ST A N T D E S I RE TO ST R EAM I NF O RMATI ON★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 45 56
  • Mastery BECOME A MASTER BY PLAYING Games are inherently about learning and by getting better at playing you gain the associated skills. R OC K B A N D M A KE S IT E A SY F OR E XP E R T S A N D N OV IC E S T O P LA Y A N D LE A R N F R OM E A C H OT H E R★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 45 slide # 46 56
  • Mastery Mastery Codeacademy continually gives you just enough resources to complete then next challenge.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 46 slide # 47 56
  • StarbucksObjective ::Entice Fans to watch additionalvideos and share with friendsToolbox ::★ Magic Circle★ Clear Objectives★ Feedback★ Flow State★ Mastery
  • Misconceptions Of Gamification. There’s an out of the box solution Games can teach us a bunch about motivations and user experience, but there is no short cut to inspiring true engagement.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 48 slide # 49 56
  • Misconceptions Of Gamification. There’s an out of the box solution Points and badges every time Badges are meaningless by themselves, but they serve as an icon for the intrinsic achievement that comes with a new skill.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 49 slide # 50 56
  • Misconceptions Of Gamification. There’s an out of the box solution Points and badges every time It needs to look and feel like a game Game conventions like progress bars can become grown up when in non-game specific contexts.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 50 slide # 51 56
  • Misconceptions Of Gamification. There’s an out of the box solution Points and badges every time Additional rules can frustrate users It needs to look and feel like a game when they are unwanted. Users always want it★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 52 56
  • Take Aways ★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 52 slide # 53 56
  • Take Aways ★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence ★ Gamification is not a thing and true engagement is too complex for out of the box solutions.★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 53 slide # 54 56
  • Take Aways ★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence ★ Gamification is not a thing and true engagement is too complex for out of the box solutions. ★ There is no short cut and messing with incentives can cause in negative results★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 54 slide # 55 56
  • How’d we do? 10 20 30 40 50 60 70 } } } } :( Decent Great Awesome!★ Cards = comments or questions ★ Face cards = Tweets★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 55 slide # 56 56
  • Thanks peeps! contact me. jim@awkwardhug.com @jimbabb