• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Gamification 101: Design the Player Journey
 

Gamification 101: Design the Player Journey

on

  • 37,715 views

Shufflebrain's Introductory Workshop on Gamification and Applied Game Design

Shufflebrain's Introductory Workshop on Gamification and Applied Game Design

Statistics

Views

Total Views
37,715
Views on SlideShare
32,030
Embed Views
5,685

Actions

Likes
298
Downloads
0
Comments
13

70 Embeds 5,685

http://blog.kera.io 1314
http://newstopiaville.nextnewsroom.com 1310
http://www.uleduneering.com 997
http://gamification.kr 509
http://www.scoop.it 219
http://classroom-aid.com 198
http://dooodleslove.com 179
http://testkera.tumblr.com 119
http://paper.li 101
http://madebymany.com 82
http://www.ulqcl.com 73
http://edtech.mrooms.org 70
http://krochmal.tumblr.com 49
http://gamification.tistory.com 41
http://www.mosaichub.com 39
http://www.gamification.kr 36
http://feeds.feedburner.com 30
http://www.google.com 22
http://storify.com 21
http://pinterest.com 21
http://colectivoplanner.tumblr.com 20
http://xenophrenia.blogspot.com 18
http://search.yahoo.com 14
http://compas.risc.cnrs.fr 12
http://www.soso.com 12
http://www.hanrss.com 12
http://edicolaeuropea.blogspot.com 11
http://translate.googleusercontent.com 10
http://yandex.ru 10
http://nowork.fm 10
http://www.bing.com 9
https://gibbon.co 9
https://twitter.com 8
http://www.paulpedrazzi.com 8
http://xenophrenia.blogspot.com.es 7
http://apuntesperiodismodigital.blogspot.com 7
http://static.slidesharecdn.com 6
http://keepstream.com 6
http://xenophrenia.blogspot.de 5
http://webcache.googleusercontent.com 5
http://www.twylah.com 5
http://gibbon.co 5
http://www.curated.by 4
url_unknown 3
http://es.paperblog.com 3
http://www.gamifyconsultant.com 3
http://xenophrenia.blogspot.com.br 3
http://karlkapp.com 3
http://tweetedtimes.com 2
http://a0.twimg.com 2
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

110 of 13 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • 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.
    Are you sure you want to
    Your message goes here
    Processing…
  • Great material!
    Are you sure you want to
    Your message goes here
    Processing…
  • Thanks for sharing! Is there any way I can get a copy?
    Are you sure you want to
    Your message goes here
    Processing…
  • can i get a copy? best regards from Chile
    Are you sure you want to
    Your message goes here
    Processing…
  • Thanks for sharing.
    Are you sure you want to
    Your message goes here
    Processing…

110 of 13 previous next

Post Comment
Edit your comment

    Gamification 101: Design the Player Journey Gamification 101: Design the Player Journey Presentation Transcript

    • 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 Mastery Autonomy Satisfaction Power Sex LeaderboardsMeaning Love Rewards Belonging Fun Badges Learning Punishments Levels Loss of Power Points
    • Extrinsic Motivators completing tasks
    • Intrinsic Motivators  long-term engagement
    • Gamification GlossaryGamification using game techniques to make activities more engaging & funPlayer the person playing your game (AKA user, consumer, customer)
    • Good Games balance Skill &Challenge to keep players engaged
    • 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)
    • Journey = Lifecycle + Progression
    • Journey = Lifecycle + Progression Master Expert NoviceGood games give the player something to master
    • Think Like a Game Designer Dynamics Mechanics Player Journey AestheticsUse game techniques to guide and motivate the players journey
    • 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
    • Game Dynamics = patterns over time Dynamics Pacing Appointments Progressive Unlocks Reward Schedules Dynamic Systems
    • Patterns are programmed into game systemsReward Schedules  Habits, Surprise, Addiction
    • 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
    • Game Mechanics make progress visible Mechanics Points Levels Leaderboards Player Badges Journey Missions Virtual Goods
    • Mechanics “light the way” in a player’s journey
    • 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
    • Game Aesthetics evoke emotion Aesthetics Curiosity Satisfaction Surprise Trust Delight Fun Envy Pride Connection
    • 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 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
    • Social Actions  Building Blocks of Social Engagement Player Journey WHO am I playing with? HOW are we engaging? WHAT are we engaging around?
    • 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 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)
    • 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 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
    • 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 Compare
    • Social Actions (2010) Win Challenge Create Achievers Showoff Compare Express LikeHelp Share SocializersComment Give Greet
    • Social Actions (2010) Win Challenge Create Achievers Showoff Compare Express Like View Help Explore Share Socializers Explorers RateComment Vote Give Greet Curate Review
    • 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
    • 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
    • Which socialNow add these SOCIAL ACTIONS to your player journey Master Enthusiast Expert Regular Novice Newbie
    • 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 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
    • 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 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
    • 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 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
    • Annotate the JourneyStep 2: Add PROGRESS MECHANICS Master Enthusiast Expert Regular Novice Newbie
    • 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 million pairs of shoes and 1.7 billion apples in-game
    • 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: 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
    • Design for EngagementPlayer Journey + Social Actions = Social Engagement Loops
    • Social Actions drive Social Engagement Player JourneyWHO am I playing with? HOW are we playing together? WHAT are we playing with?
    • 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
    • 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 both personal & social value
    • 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
    • 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
    • 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
    • Newbie: Learn about CheckInsEarn Pts, Compare w/friends Curiousity / Competition Checkin Checkin Again to explore & discover
    • Expert: Collect BadgesEarn Badge Pride / Surprise / Delight Checkin Share with friends/followers
    • Master: Earn/Defend Mayorship Earn/Defend Mayorship Pride / Competition Checkin Get Special Privileges (discounts, access, prizes)
    • 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
    • Engagement Loop 2Step 2: create a Social Engagement Loop for each Stage of the Player’s Journey Master Enthusiast Expert Regular Novice Newbie
    • 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
    • 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) PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?
    • 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?‖
    • 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?
    • 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?
    • Thank You! amyjokim@gmail.comFollow me on Twitter @amyjokim
    • FurtherResources
    • 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.
    • 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
    • Jesse Schell
    • 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
    • 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