Beyond Gamification: 7 Core Concepts for Creating Compelling Products

Beyond Gamification
7 Core Concepts to Create Compelling Products
Amy Jo Kim, Ph.D. © 2011 All Rights Reserved

My Life as a Social Gamer

What is gamification?

A Loyalty Program on Steroids?

game techniques that turbo-charge products?

real-world activities that resemble games?

… experiencing a Hype cycle?

Let’s Cut Through the Hype

Gamification

Gamification
What’s the real story?

We’re living in a Gambrian Explosion
Will Wright

Games are everywhere – everyone’s a gamer

What is “Game Thinking?”
What do Game Designers know?

7 Core Concepts
Know your players: design for their personal & social needs

Who’s Playing? What’s their Social Style?
What are the Core Actions in the game?

CompetitiveWin, Beat, Brag, Taunt, Challenge

Cooperative
Share, Help, Gift, Greet, Exchange, Join

Expressive
select, customize, layout, design, create

Exploratory
view, search, curate, collect, complete

7 Core Concepts
Build fun/pleasure/satisfaction into your core activity loop

Farmville crops  pleasure, satisfaction, self-expression

Foursquare recommendations  fun, useful, social

Amazon messaging  informative, trustworthy
Purchase confirmation
Shipping confirmation

7 Core Concepts
Design for 3 key stages of your player lifecycle

A good game takes the player on a journey
Enthusiast
Regular
Novice

Novice needs onboarding(welcome + goals + progress + achievable rewards)

Regulars need fresh content/activities/challenges

Enthusiasts need exclusivity, recognition, impact

7 Core Concepts
Build a system that’s easy to learn and hard to master

How do I learn? How do I get started?

If I play well, what skill am I developing?

What does it take to master this game?

7 Core Concepts
Use game mechanics to “light the way” towards mastery

Nike+ Coach: clear feedback + progressive goals

Crowd-sourced stats community awareness
it feels good to be part of something larger than yourself

7 Core Concepts
As players progress, increase the challenge & complexity

Find the Flow Channel
This is what designing for engagement is all about

Progressive Quests + New Mechanics

Additional UI & PowerTools

7 Core Concepts
As players progress, increase the challenge & complexity
Embrace intrinsic motivators like power, autonomy & belonging

Intrinsic value > Extrinsic Rewards
Levels
Badges
Belonging
Points
Autonomy
Mastery
Power
Quests
Leaderboards
Prizes
Money
Meaning
Sex
Progress
Bar
Learning
Love
Fun
Self-Knowledge
Gold Stars

Extrinsic Motivators completing tasks
Task Completion LinkedIn Progress Bar

Intrinsic Motivators deeper engagement
Power to the PlayersModcloth’scrowd-sourced clothing line

Thank You!
for more like this, follow me on Twitter
@amyjokim
Contact me with feedback & questions
amyjokim@gmail.com
Check our website for upcoming workshops
Shufflebrain.com

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Beyond Gamification: 7 Core Concepts for Creating Compelling Products

by Amy Kim on Mar 30, 2011

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