GamificationWorkshop     Designing The Player JourneyAmy Jo Kim, Ph.D.                     © 2011 All Rights Reserved
Gamification is…
A Loyalty Program on Steroids
using game techniches to turbo-charge         products & services
Using Levels, Rewards & Unlocks to drive behavior
Turning real-world activities into games
… currently experiencing a Hype cycle 
Let’s Cut Through the Hype
Gamification GlossaryGamification   using game techniques to make activities more engaging & fun
Game Techniques ≠ Core Experience
Intrinsic value > extrinsic rewards                                           Threats             Quests                 M...
Extrinsic Motivators completing tasks
Intrinsic Motivators  long-term engagement
Gamification GlossaryGamification   using game techniques to make activities more engaging & funPlayer         the person ...
Good Games balance Skill &Challenge to       keep players engaged
Gamification GlossaryGamification   using game techniques to make activities more engaging & funPlayer         the person ...
Journey = Lifecycle + Progression
Journey = Lifecycle + Progression                                    Master                  Expert  NoviceGood games give...
Think Like a Game Designer              Dynamics                Mechanics                          Player                 ...
Gamification GlossaryGamification   using game techniques to make activities more engaging & funPlayer         the person ...
Game Dynamics = patterns over time         Dynamics                Pacing        Appointments     Progressive     Unlocks ...
Patterns are programmed into game systemsReward Schedules  Habits, Surprise, Addiction
Gamification GlossaryGamification   using game techniques to make activities more engaging & funPlayer         the person ...
Game Mechanics make progress visible                    Mechanics               Points     Levels                       Le...
Mechanics “light the way” in a player’s journey
Gamification GlossaryGamification   using game techniques to make activities more engaging & funPlayer         the person ...
Game Aesthetics evoke emotion            Aesthetics        Curiosity Satisfaction         Surprise                        ...
Emotion drives action & engagement A good game takes the player on an emotional journey over time
Gamification GlossaryGamification     using game techniques to make activities more engaging & funPlayer           the per...
Social Actions  Building Blocks of Social Engagement             Player            Journey WHO am I playing with? HOW are...
Know Your Players   Design for the right PlayStyle
Who’s playing? What’s their style? Why are they playing? What problem are they solving?
What Game Are They Already Playing?        What are they optimizing?
What are your business/revenue goals?   Who’s funding this project? Why? What’s the payoff?
Find the overlapPlayer     Smart        BusinessNeeds    Gamification   Goals
Elevator PitchGoal:         create a short, compelling elevator pitchPurpose:      clarify and articulate your project vis...
Design Over TimeAs they progress, Players have different needs
Novice needs onboarding(welcome + goals + progress + achieveable rewards)
Expert needs fresh content/activities/people       (also status/customization/powertools)
Masters need exclusive access, activities, unlocks
Your Community has a Lifecycle, tooBuild social systems that identify & leverage high-value players
Case Study: GetGlue“the easiest way to find your next favorite thing”
Onboarding: Rate content to build taste profile
Explore content & other people
Lightweight quests suggest what to do next
Like/comment/review content to earn points
Earn Stickers for exploring, rating, socializing
Discover ―neighbors‖ who share your tastes
Become a Guru by interacting with content
(Some folks have lots of time on their hands…)
Leaderboards showcase active, engaged players
Player JourneyGoal:                  describe key stages of your player’s lifecycle / journeyPurpose:               design...
Design for Social    Friends   Families    Groups               Crowds
Who are players engaging with?What’s their preferred social style?
CompetitionBragging, Taunting, Challenging
CooperationSharing, Helping, Gifting, Greeting
Self-Expressioncustomizing, selecting, designing, creating
Bartles Player Types (1996)        Killers     Achievers      Socializers                    Explorers
Social Actions (2010)                Win          Challenge Create              Achievers             Showoff          Com...
Social Actions (2010)                              Win                        Challenge Create                            ...
Social Actions (2010)                           Win                     Challenge Create                          Achiever...
Social Actions (2010)              Hack          Win  Harass                      Challenge Create              Cheat     ...
Which Social Actions do YOU enable?              Hack          Win  Harass                      Challenge Create          ...
Which socialNow add these SOCIAL ACTIONS to your player journey                                                      Maste...
Design for ProgressProgress Mechanics ―light the way‖ along a player’s journey
Keeping ScorePoints & Progression in the Player’s Journey Anytime you make numbers visible, you’ve enabled a game
Points track & define progressExperience Points (XP)  earned directly via players’ actions - used to track & reward certai...
Experience Points (XP)Experience Points (WOW)
Redeemable PointsRedeemable Points (Stardoll)
SkillRedeemable Points      Points (Brain Buddies)
Social Points (Amazon reviews)Social Points (Amazon reviews)
Social Points (Flickr “interestingness”)Social Points (Flickr interestingness)
Social Points (Flickr “interestingness”)Social Points (Stack Overflow Reputation)
Game Pacing  Flow                                                                      Expected Actions per              ...
Levels give you Pacing, Status, Unlocks
Global Leaderboards showcase your most skilled and devoted players Hint: let players earn the right to view this list
Social Leaderboards enable Social Actions
How to PlayRules, Hints, Missions, Tutorial
Missions Guide & Motivate the Player
Tutorial provides Newbie OnboardingGuide players through actions that will advance their progress
Badges = goals + progress + collecting
Collections = goals + completion + surprise
Case Study: CityVille
Onboarding starts with greeting & goal
Goal-driven tutorial introduceskey actions, systems & rewards
Gameplay designed aroundCollaborative/Expressive PlayStyle
New goals unlocked as player progresses
Rewards & reminders encourage     you to checkin daily
Levels punctuate the action and  unlock buying opportunities
Collections add semi-random element
Collections add semi-random element
Franchises add social/economic interaction
Progress MechanicsGoal:                choose and rank-order your top-5 Progress MechanicsPurpose:             identify th...
Annotate the JourneyStep 2: Add PROGRESS MECHANICS                                     Master                             ...
Design for CustomizationVirtual Goods let players customize their experience & payments
Virtual Goods = Digital Items w/Contextual Meaning
Virtual Goods evoke real emotions
Virtual Economies drive ongoing use..
… and require ongoing production & service                   To date, players have purchased                   over 187 mi...
What will your players Customize?
Customize Your Page/Dashboard
Customize Your Avatar
Customize Your Location
Case Study: Pogo
Play games, earn tokens, win prizes
Purchase gems to buy games & virtual goods
Customize your avatar’s outfit, background, etc.
Enter a weekly contest for best avatar
Premium items add status, visual interest
Locked items upsell players to premium service
Subscription service offers badges & more
Badge album shows off your collection
Rich profile includes stats, badges, guestbook
In-game chat facilitates meeting new people
Prize winners made visible (to motivate entries)
What to Customize?Goal:                 define the core Social Object that your players will customizePurpose:            ...
Design for EngagementPlayer Journey + Social Actions = Social Engagement Loops
Social Actions drive Social Engagement              Player             JourneyWHO am I playing with? HOW are we playing to...
Social Actions drive Social Engagement                 Hack          Win     Harass                         Challenge Crea...
Case Study: Foursquare
Core activity: the checkin
Checkin to venues to earn Points & Stats
Badges mark progress and suggest goals
Badges have personality, attitude, humour
Mayorship rewards loyalty, recency –        drives competition
Sharing checkins and badgespromotes social engagement
Why does Foursquare work?1. Core activity has intrinsic motivation   checking into venues delivers lightweight fun, has bo...
Why does Foursquare work?1. Core activity has intrinsic motivation   checking into venues delivers lightweight fun, has bo...
Why does Foursquare work?1. Core activity has intrinsic motivation   checking into venues delivers lightweight fun, has bo...
Social Engagement LoopVisible Progress / Reward               Motivating Emotion Pts / Stats / Awards / Messages   Fun / D...
Newbie: Learn about CheckInsEarn Pts, Compare w/friends   Curiousity / Competition         Checkin                 Checkin...
Expert: Collect BadgesEarn Badge    Pride / Surprise / Delight Checkin     Share with friends/followers
Master: Earn/Defend Mayorship Earn/Defend Mayorship      Pride / Competition       Checkin              Get Special Privil...
Engagement Loop 1Goal:                   fill in the boxesup your core engagement loopPurpose:                identify key...
Engagement Loop 2Step 2: create a Social Engagement Loop        for each Stage of the Player’s Journey                    ...
Gamification IdolGoal:              Define and communicate your project’s value prop and player journeyPurpose: Design a g...
Gamification Idol: Questions1) VISION   What’s our vision for this project? What’s the key benefit? Where’s the fun?
Gamification Idol: Questions1) VISION   What’s our vision for this project? What’s the key benefit? Where’s the fun?2) PLA...
Gamification Idol: Questions1) VISION   What’s our vision for this project? What’s the key benefit? Where’s the fun?2) PLA...
Gamification Idol: Questions1) VISION   What’s our vision for this project? What’s the key benefit? Where’s the fun?2) PLA...
Gamification Idol: Questions1) VISION   What’s our vision for this project? What’s the key benefit? Where’s the fun?2) PLA...
Thank You!     amyjokim@gmail.comFollow me on Twitter @amyjokim
FurtherResources
Daniel Pink              TWITTER SUMMARY              Carrots & sticks are so last century. For 21st century              ...
Tom Chatfield                7 Lessons Learned From Games                1) Progress: Bars, Levels, Points, Badges, Custom...
Jesse Schell
Brian Reynolds Keynote - GDCOnine 2010TSI, TSO*   http://www.gdcvault.com/play/1013798/Bears-and-Snakes-The-Wild          ...
Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDsRichard Bartle, 1996http://www.mud.co.uk/richard/hcds.htmMDA Framewo...
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Gamification 101: Design the Player Journey

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Shufflebrain's Introductory Workshop on Gamification and Applied Game Design

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  • Hi, Amy , can you share with me this material ? faustcare@gmail.com , I would like to share to my students to learn from you
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  • Thanks for sharing Amy!
    I re-used your perfect prepared slide deck at the University, the students were very inspired and great products are created.
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  • Great material!
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  • can i get a copy? best regards from Chile
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Gamification 101: Design the Player Journey

  1. 1. GamificationWorkshop Designing The Player JourneyAmy Jo Kim, Ph.D. © 2011 All Rights Reserved
  2. 2. Gamification is…
  3. 3. A Loyalty Program on Steroids
  4. 4. using game techniches to turbo-charge products & services
  5. 5. Using Levels, Rewards & Unlocks to drive behavior
  6. 6. Turning real-world activities into games
  7. 7. … currently experiencing a Hype cycle 
  8. 8. Let’s Cut Through the Hype
  9. 9. Gamification GlossaryGamification using game techniques to make activities more engaging & fun
  10. 10. Game Techniques ≠ Core Experience
  11. 11. Intrinsic value > extrinsic rewards Threats Quests Mastery Autonomy Satisfaction Power Sex LeaderboardsMeaning Love Rewards Belonging Fun Badges Learning Punishments Levels Loss of Power Points
  12. 12. Extrinsic Motivators completing tasks
  13. 13. Intrinsic Motivators  long-term engagement
  14. 14. Gamification GlossaryGamification using game techniques to make activities more engaging & funPlayer the person playing your game (AKA user, consumer, customer)
  15. 15. Good Games balance Skill &Challenge to keep players engaged
  16. 16. Gamification GlossaryGamification using game techniques to make activities more engaging & funPlayer the person playing your game (AKA user, consumer)Journey a player’s experience/progression over time (AKA lifecycle)
  17. 17. Journey = Lifecycle + Progression
  18. 18. Journey = Lifecycle + Progression Master Expert NoviceGood games give the player something to master
  19. 19. Think Like a Game Designer Dynamics Mechanics Player Journey AestheticsUse game techniques to guide and motivate the players journey
  20. 20. Gamification GlossaryGamification using game techniques to make activities more engaging & funPlayer the person playing your game (AKA user, consumer)Journey a player’s experience/progression over time (AKA lifecycle)Dynamics the time-based patterns & systems in your game
  21. 21. Game Dynamics = patterns over time Dynamics Pacing Appointments Progressive Unlocks Reward Schedules Dynamic Systems
  22. 22. Patterns are programmed into game systemsReward Schedules  Habits, Surprise, Addiction
  23. 23. Gamification GlossaryGamification using game techniques to make activities more engaging & funPlayer the person playing your game (AKA user, consumer)Journey a player’s experience/progression over time (AKA lifecycle)Dynamics the time-based patterns & systems in your gameMechanics the systems & features that make progress visible
  24. 24. Game Mechanics make progress visible Mechanics Points Levels Leaderboards Player Badges Journey Missions Virtual Goods
  25. 25. Mechanics “light the way” in a player’s journey
  26. 26. Gamification GlossaryGamification using game techniques to make activities more engaging & funPlayer the person playing your game (AKA user, consumer)Journey a player’s experience/progression over time (AKA lifecycle)Dynamics the time-based patterns & systems in your gameMechanics the systems & features that make progress visibleAesthetics the overall experience that yields emotional engagement
  27. 27. Game Aesthetics evoke emotion Aesthetics Curiosity Satisfaction Surprise Trust Delight Fun Envy Pride Connection
  28. 28. Emotion drives action & engagement A good game takes the player on an emotional journey over time
  29. 29. Gamification GlossaryGamification using game techniques to make activities more engaging & funPlayer the person playing your game (AKA user, consumer)Journey a player’s experience/progression over time (AKA lifecycle)Dynamics the time-based patterns & systems in your gameMechanics the systems & features that make progress visibleAesthetics the overall experience that yields emotional engagementSocial Actions how players engage with each other in your game
  30. 30. Social Actions  Building Blocks of Social Engagement Player Journey WHO am I playing with? HOW are we engaging? WHAT are we engaging around?
  31. 31. Know Your Players Design for the right PlayStyle
  32. 32. Who’s playing? What’s their style? Why are they playing? What problem are they solving?
  33. 33. What Game Are They Already Playing? What are they optimizing?
  34. 34. What are your business/revenue goals? Who’s funding this project? Why? What’s the payoff?
  35. 35. Find the overlapPlayer Smart BusinessNeeds Gamification Goals
  36. 36. Elevator PitchGoal: create a short, compelling elevator pitchPurpose: clarify and articulate your project vision#Players: 1-8Duration: 20-30 minRules: Fill in the boxes below, with these caveats: 1) this pitch is directed at people who can greenlight & join your project 2) your secret sauce CANNOT reference game mechanics My company (company name)is developing (a defined offering) to help (target player)(solve a problem)using (secret sauce / unique differentiator)
  37. 37. Design Over TimeAs they progress, Players have different needs
  38. 38. Novice needs onboarding(welcome + goals + progress + achieveable rewards)
  39. 39. Expert needs fresh content/activities/people (also status/customization/powertools)
  40. 40. Masters need exclusive access, activities, unlocks
  41. 41. Your Community has a Lifecycle, tooBuild social systems that identify & leverage high-value players
  42. 42. Case Study: GetGlue“the easiest way to find your next favorite thing”
  43. 43. Onboarding: Rate content to build taste profile
  44. 44. Explore content & other people
  45. 45. Lightweight quests suggest what to do next
  46. 46. Like/comment/review content to earn points
  47. 47. Earn Stickers for exploring, rating, socializing
  48. 48. Discover ―neighbors‖ who share your tastes
  49. 49. Become a Guru by interacting with content
  50. 50. (Some folks have lots of time on their hands…)
  51. 51. Leaderboards showcase active, engaged players
  52. 52. Player JourneyGoal: describe key stages of your player’s lifecycle / journeyPurpose: design a game that will attract and support Newbies, Regulars AND EnthusiastsStep 1: create a Persona (AKA Player Story) for a canonical early-adopter PlayerDescription can include gender, age, socio-economic status, gaming experience, aspirations, fears, dailytechnology or shopping habits – whatever is most relevant for your productStep 2: fill in the boxes with “day in the life” scenarios for each key stage Master Expert Novice
  53. 53. Design for Social Friends Families Groups Crowds
  54. 54. Who are players engaging with?What’s their preferred social style?
  55. 55. CompetitionBragging, Taunting, Challenging
  56. 56. CooperationSharing, Helping, Gifting, Greeting
  57. 57. Self-Expressioncustomizing, selecting, designing, creating
  58. 58. Bartles Player Types (1996) Killers Achievers Socializers Explorers
  59. 59. Social Actions (2010) Win Challenge Create Achievers Showoff Compare
  60. 60. Social Actions (2010) Win Challenge Create Achievers Showoff Compare Express LikeHelp Share SocializersComment Give Greet
  61. 61. Social Actions (2010) Win Challenge Create Achievers Showoff Compare Express Like View Help Explore Share Socializers Explorers RateComment Vote Give Greet Curate Review
  62. 62. Social Actions (2010) Hack Win Harass Challenge Create Cheat Killers Achievers Heckle Taunt Showoff Compare Tease Express Like View Help Explore Share Socializers Explorers RateComment Vote Give Greet Curate Review
  63. 63. Which Social Actions do YOU enable? Hack Win Harass Challenge Create Cheat Killers Achievers Heckle Taunt Showoff Compare Tease Express Like View Help Explore Share Socializers Explorers RateComment Vote Give Greet Curate Review
  64. 64. Which socialNow add these SOCIAL ACTIONS to your player journey Master Enthusiast Expert Regular Novice Newbie
  65. 65. Design for ProgressProgress Mechanics ―light the way‖ along a player’s journey
  66. 66. Keeping ScorePoints & Progression in the Player’s Journey Anytime you make numbers visible, you’ve enabled a game
  67. 67. Points track & define progressExperience Points (XP) earned directly via players’ actions - used to track & reward certain activities uni-directional metric – only goes UP (reflects persistence + skill)Redeemable Points (credits, coins) earned directly via player actions – used to track & reward certain activities bi-directional metric - can ―cash in‖ points to purchase goods or servicesCurrency (bucks, $$) bi-directional metric - purchased with real money to acquire (often exclusive) goods & servicesSkill Points (Score, Rank) earned via interacting with the game or system – reflects mastery of the activity or gameSocial Points (Social XP, Reputation, Ratings) earned via the actions of OTHER players – can be a proxy for quality/reputation/influence lets you track & reward socially valuable contributions & actions
  68. 68. Experience Points (XP)Experience Points (WOW)
  69. 69. Redeemable PointsRedeemable Points (Stardoll)
  70. 70. SkillRedeemable Points Points (Brain Buddies)
  71. 71. Social Points (Amazon reviews)Social Points (Amazon reviews)
  72. 72. Social Points (Flickr “interestingness”)Social Points (Flickr interestingness)
  73. 73. Social Points (Flickr “interestingness”)Social Points (Stack Overflow Reputation)
  74. 74. Game Pacing  Flow Expected Actions per Level 14 12 10 levels 8 6 4 2 0 0 20 40 60 expected actions Leveling Rate 0.4 0.35 levels per action 0.3 0.25 0.2 0.15 0.1 0.05 0 0 20 40 60 levelThe better you get, the harder you need to work to earn rewards
  75. 75. Levels give you Pacing, Status, Unlocks
  76. 76. Global Leaderboards showcase your most skilled and devoted players Hint: let players earn the right to view this list
  77. 77. Social Leaderboards enable Social Actions
  78. 78. How to PlayRules, Hints, Missions, Tutorial
  79. 79. Missions Guide & Motivate the Player
  80. 80. Tutorial provides Newbie OnboardingGuide players through actions that will advance their progress
  81. 81. Badges = goals + progress + collecting
  82. 82. Collections = goals + completion + surprise
  83. 83. Case Study: CityVille
  84. 84. Onboarding starts with greeting & goal
  85. 85. Goal-driven tutorial introduceskey actions, systems & rewards
  86. 86. Gameplay designed aroundCollaborative/Expressive PlayStyle
  87. 87. New goals unlocked as player progresses
  88. 88. Rewards & reminders encourage you to checkin daily
  89. 89. Levels punctuate the action and unlock buying opportunities
  90. 90. Collections add semi-random element
  91. 91. Collections add semi-random element
  92. 92. Franchises add social/economic interaction
  93. 93. Progress MechanicsGoal: choose and rank-order your top-5 Progress MechanicsPurpose: identify the core system and features to guide and support your player journey#Players: 1-8Duration: 20-30 minStep 1: Choose Top 5 Progress Mechanics Step 2: Rank-order & Customize Levels Global Leaderboards Social Leaderboards Badges Collections Progress Bar Missions Hints Tutorial Personal Stats Population Stats Virtual Goods Reputation Ratings
  94. 94. Annotate the JourneyStep 2: Add PROGRESS MECHANICS Master Enthusiast Expert Regular Novice Newbie
  95. 95. Design for CustomizationVirtual Goods let players customize their experience & payments
  96. 96. Virtual Goods = Digital Items w/Contextual Meaning
  97. 97. Virtual Goods evoke real emotions
  98. 98. Virtual Economies drive ongoing use..
  99. 99. … and require ongoing production & service To date, players have purchased over 187 million pairs of shoes and 1.7 billion apples in-game
  100. 100. What will your players Customize?
  101. 101. Customize Your Page/Dashboard
  102. 102. Customize Your Avatar
  103. 103. Customize Your Location
  104. 104. Case Study: Pogo
  105. 105. Play games, earn tokens, win prizes
  106. 106. Purchase gems to buy games & virtual goods
  107. 107. Customize your avatar’s outfit, background, etc.
  108. 108. Enter a weekly contest for best avatar
  109. 109. Premium items add status, visual interest
  110. 110. Locked items upsell players to premium service
  111. 111. Subscription service offers badges & more
  112. 112. Badge album shows off your collection
  113. 113. Rich profile includes stats, badges, guestbook
  114. 114. In-game chat facilitates meeting new people
  115. 115. Prize winners made visible (to motivate entries)
  116. 116. What to Customize?Goal: define the core Social Object that your players will customizePurpose: focus your Customization/Virtual Goods strategyDuration: 5-10 minStep 1: Choose 1-3 Social Object(s) to Customize (fewer is better) Profile Dashboard Home Page Blog Avatar Location (specify) OtherStep 2: Briefly describe how Customization will work at key stages of the Journey Master Expert Novice
  117. 117. Design for EngagementPlayer Journey + Social Actions = Social Engagement Loops
  118. 118. Social Actions drive Social Engagement Player JourneyWHO am I playing with? HOW are we playing together? WHAT are we playing with?
  119. 119. Social Actions drive Social Engagement Hack Win Harass Challenge Create Cheat Killers Achievers Heckle Taunt Showoff Compare Tease Express Like View Help Explore Share Socializers Explorers Rate Comment Vote Give Greet Curate Review
  120. 120. Case Study: Foursquare
  121. 121. Core activity: the checkin
  122. 122. Checkin to venues to earn Points & Stats
  123. 123. Badges mark progress and suggest goals
  124. 124. Badges have personality, attitude, humour
  125. 125. Mayorship rewards loyalty, recency – drives competition
  126. 126. Sharing checkins and badgespromotes social engagement
  127. 127. Why does Foursquare work?1. Core activity has intrinsic motivation checking into venues delivers lightweight fun, has both personal & social value
  128. 128. Why does Foursquare work?1. Core activity has intrinsic motivation checking into venues delivers lightweight fun, has both personal & social value2. Progress mechanics light the way badges guide players towards action & completion + have element of surprise mayorships mirror real-world dynamics, stimulate loyalty &competition
  129. 129. Why does Foursquare work?1. Core activity has intrinsic motivation checking into venues delivers lightweight fun, has both personal & social value2. Progress mechanics light the way badges guide players towards action & completion + have element of surprise mayorships mirror real-world dynamics, stimulate loyalty & competition3. Social Actions aligned with Social Needs explore, showoff, share, compare, compete
  130. 130. Social Engagement LoopVisible Progress / Reward Motivating Emotion Pts / Stats / Awards / Messages Fun / Delight / Trust / Pride / Curious Player Re-engagement (social) Call to Action Task / Mission / Game / Quiz Customize / Share / Help / Compete
  131. 131. Newbie: Learn about CheckInsEarn Pts, Compare w/friends Curiousity / Competition Checkin Checkin Again to explore & discover
  132. 132. Expert: Collect BadgesEarn Badge Pride / Surprise / Delight Checkin Share with friends/followers
  133. 133. Master: Earn/Defend Mayorship Earn/Defend Mayorship Pride / Competition Checkin Get Special Privileges (discounts, access, prizes)
  134. 134. Engagement Loop 1Goal: fill in the boxesup your core engagement loopPurpose: identify key systems & actions that drive repeat play#Players: 1-8Duration: 20-30 minStep 1: Fill in the boxes with actions specific to your game Visible Progress / Reward Motivating Emotion Pts / Stats / Awards / Messages Fun / Delight / Trust / Pride / Curious Player Re-engagement (social) Call to Action Task / Mission / Game / Quiz Customize / Share / Help / Compete Newbie Onboarding
  135. 135. Engagement Loop 2Step 2: create a Social Engagement Loop for each Stage of the Player’s Journey Master Enthusiast Expert Regular Novice Newbie
  136. 136. Gamification IdolGoal: Define and communicate your project’s value prop and player journeyPurpose: Design a game that will attract/support newbies AND Enthusiasts#Players: 1-8Duration: 20-30 minStep 1: Prepare your Game Pitch + +Step 2: Pitch Your Game to the Judges & Audience – get feedback
  137. 137. Gamification Idol: Questions1) VISION What’s our vision for this project? What’s the key benefit? Where’s the fun?
  138. 138. Gamification Idol: Questions1) VISION What’s our vision for this project? What’s the key benefit? Where’s the fun?2) PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?
  139. 139. Gamification Idol: Questions1) VISION What’s our vision for this project? What’s the key benefit? Where’s the fun?2) PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?1) MASTERY What’s the core activity and feedback system? What are players optimizing? What skills are they learning and mastering? What journey are they on? What’s driving them to keep playing? What does it mean to ―play well?‖
  140. 140. Gamification Idol: Questions1) VISION What’s our vision for this project? What’s the key benefit? Where’s the fun?2) PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?1) MASTERY What’s the core activity and feedback system? What are players optimizing? What skills are they learning and mastering? What journey are they on? What’s driving them to keep playing? What does it mean to ―play well‖?2) PROGRESS How will you ―light the way‖ towards mastery? How will players know how to get started, and what to do? How will they know if they’re playing well, or poorly?
  141. 141. Gamification Idol: Questions1) VISION What’s our vision for this project? What’s the key benefit? Where’s the fun?2) PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?1) MASTERY What’s the core activity and feedback system? What are players optimizing? What skills are they learning and mastering? What journey are they on? What’s driving them to keep playing? What does it mean to ―play well‖?2) PROGRESS How will you ―light the way‖ towards mastery? How will players know how to get started, and what to do? How will they know if they’re playing well, or poorly?3) ENGAGEMENT What activities and events will re-engage players throughout their lifecycle? How do these activities leverage core social actions?
  142. 142. Thank You! amyjokim@gmail.comFollow me on Twitter @amyjokim
  143. 143. FurtherResources
  144. 144. Daniel Pink TWITTER SUMMARY Carrots & sticks are so last century. For 21st century work, we need to upgrade to autonomy, mastery & purpose. COCKTAIL PARTY SUMMARY When it comes to motivation, there’s a gap between what science knows and what business does. Our current business operating system–which is built around external, carrot-and-stick motivators–doesn’t work and often does harm. We need an upgrade. And the science shows the way. This new approach has three essential elements: 1. Autonomy – the desire to direct our own lives. 2. Mastery — the urge to get better and better at something that matters. 3. Purpose — the yearning to do what we do in the service of something larger than ourselves.
  145. 145. Tom Chatfield 7 Lessons Learned From Games 1) Progress: Bars, Levels, Points, Badges, Customization – we like to see our progress 2) Missions: Provide multiple long-and-short-term aims for players to tackle 3) Credit: track & reward effort, not just achievement 4) Feedback: tangibly link actions to consequences 5) Surprise: add the Element of Uncertainty to drive and sustain interest 6) People: were most engaged by people – esp collaborating in groups 7) Engagement: games are perfectly tuned to dole out rewards that engage the brain and keep us questing for more
  146. 146. Jesse Schell
  147. 147. Brian Reynolds Keynote - GDCOnine 2010TSI, TSO* http://www.gdcvault.com/play/1013798/Bears-and-Snakes-The-Wild In practice, good game design (like all design) = vision + iteration. Start with a good idea, then iterate, experiment, learn & evolve. * Throw Sh*t in, Take Sh*t Out
  148. 148. Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDsRichard Bartle, 1996http://www.mud.co.uk/richard/hcds.htmMDA Framework + 8 Kinds of FunMarc LeBlanc, Robin Hunicke, Robert Zubeckhttp://algorithmancy.8kindsoffun.com/Punished by RewardsAlfie KohnWeb Reputation SystemsRandy Farmer

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