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Beyond Gamification: designing the player journey
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Beyond Gamification: designing the player journey Presentation Transcript

  • 1. Gamification 101
    Designing The Player Journey
    Amy Jo Kim, Ph.D. © 2011 All Rights Reserved
  • 2. What is gamification?
  • 3. A Loyalty Program on Steroids?
  • 4. using game techniches to turbo-charge products & services?
  • 5. Using Levels, Rewards & Unlocks to drive behavior?
  • 6. Turning real-world activities into games?
  • 7. … currently experiencing a Hype cycle 
  • 8. Let’s Cut Through the Hype
  • 9. Gamification 101
    Gamification using game techniques to make activities more engaging & fun
  • 10. Game Techniques ≠ Core Experience
  • 11. Intrinsic value > extrinsic rewards
    Quests
    Threats
    Mastery
    Autonomy
    Satisfaction
    Power
    Leaderboards
    Sex
    Meaning
    Love
    Rewards
    Belonging
    Fun
    Badges
    Learning
    Levels
    Punishments
    Loss of Power
    Points
  • 12. Extrinsic Motivators completing tasks
  • 13. Intrinsic Motivators  long-term engagement
  • 14. Gamification 101
    Gamification using game techniques to make activities more engaging & fun
    Player the person playing your game (AKA user, consumer, customer)
  • 15. Good Games balance Skill & Challenge to keep players engaged
  • 16. Gamification 101
    Gamification using game techniques to make activities more engaging & fun
    Player the person playing your game (AKA user, consumer)
    Journey a player’s experience/progression over time (AKA lifecycle)
  • 17. Journey = Lifecycle + Progression
    Master
    Expert
    Novice
    Good games give players something to master
  • 18. Novice needs onboarding(welcome + goals + progress + achievable rewards)
  • 19. Expert needs fresh content/activities/people
    (also status/customization/powertools)
  • 20. Masters need exclusive access, activities, unlocks
  • 21. Think Like a Game Designer
    Dynamics
    Mechanics
    Player
    Journey
    Aesthetics
    Use game techniques to guide and motivate the players journey
  • 22. Gamification 101
    Gamification using game techniques to make activities more engaging & fun
    Player 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
  • 23. Game Dynamics = patterns over time
    Dynamics
    Pacing
    Appointments
    Progressive
    Unlocks
    Reward
    Schedules
    Dynamic
    Systems
  • 24. Patterns are programmed into game systems
    Reward Schedules  Habits, Surprise, Addiction
  • 25. Gamification 101
    Gamification using game techniques to make activities more engaging & fun
    Player 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
    Mechanics the systems & features that make progress visible
  • 26. Game Mechanics make progress visible
    Mechanics
    Levels
    Points
    Leaderboards
    Badges
    Player
    Journey
    Missions
    Virtual
    Goods
  • 27. Mechanics “light the way” in a player’s journey
  • 28. Gamification 101
    Gamification using game techniques to make activities more engaging & fun
    Player 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
    Mechanics the systems & features that make progress visible
    Aesthetics the overall experience that yields emotional engagement
  • 29. Game Aesthetics evoke emotion
    Aesthetics
    Curiosity
    Satisfaction
    Surprise
    Trust
    Delight
    Fun
    Pride
    Envy
    Connection
  • 30. Emotion drives action & engagement
    A good game takes the player on an emotional journey over time
  • 31. Gamification 101
    Gamification using game techniques to make activities more engaging & fun
    Player 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
    Mechanics the systems & features that make progress visible
    Aesthetics the overall experience that yields emotional engagement
    Social Actions how players engage with each other in your game
  • 32. Social Actions  Building Blocks of Social Engagement
    Player
    Journey
    WHO am I playing with? HOW are we engaging? WHAT are we engaging around?
  • 33. Who are players engaging with? What’s their preferred social style?
  • 34. CompetitionBragging, Taunting, Challenging
  • 35. Cooperation
    Sharing, Helping, Gifting, Greeting
  • 36. Self-Expression
    customizing, selecting, designing, creating
  • 37. Bartles Player Types (1996)
    Achievers
    Killers
    Socializers
    Explorers
  • 38. Social Actions (2010)
    Win
    Create
    Challenge
    Achievers
    Showoff
    Compare
  • 39. Social Actions (2010)
    Win
    Create
    Challenge
    Achievers
    Showoff
    Compare
    Express
    Like
    Help
    Share
    Socializers
    Comment
    Greet
    Give
  • 40. Social Actions (2010)
    Win
    Create
    Challenge
    Achievers
    Showoff
    Compare
    Express
    Like
    View
    Help
    Explore
    Share
    Socializers
    Explorers
    Rate
    Vote
    Comment
    Greet
    Give
    Review
    Curate
  • 41. Social Actions (2010)
    Win
    Hack
    Harass
    Create
    Challenge
    Cheat
    Killers
    Achievers
    Taunt
    Heckle
    Showoff
    Compare
    Tease
    Express
    Like
    View
    Help
    Explore
    Share
    Socializers
    Explorers
    Rate
    Vote
    Comment
    Greet
    Give
    Review
    Curate
  • 42. Case Study: Foursquare
  • 43. Why Does
    Foursquare Work?
  • 44. Core activity: the checkin
  • 45. Checkin to venues to earn Points & Stats
  • 46. Badges mark progress and suggest goals
  • 47. Badges have personality, attitude, humour
  • 48. Mayorship rewards loyalty, recency – drives competition
  • 49. Sharing checkins and badges promotes social engagement
  • 50. Why does Foursquare work?
    Core activity has intrinsic motivationchecking into venues delivers lightweight fun, has both personal & social value
  • 51. Why does Foursquare work?
    Core activity has intrinsic motivationchecking into venues delivers lightweight fun, has both personal & social value
    Progress mechanics light the waybadges guide players towards action & completion + have element of surprisemayorships mirror real-world dynamics, stimulate loyalty & competition
  • 52. Why does Foursquare work?
    Core activity has intrinsic motivationchecking into venues delivers lightweight fun, has both personal & social value
    Progress mechanics light the waybadges guide players towards action & completion + have element of surprisemayorships mirror real-world dynamics, stimulate loyalty & competition
    Social Actions aligned with Social Needsexplore, showoff, share, compare, compete
  • 53. Smart Gamification: Key Questions
    VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun?
  • 54. Smart Gamification: Key Questions
    VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun?
    PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?
  • 55. Smart Gamification: Key Questions
    VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun?
    PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?
    MASTERYWhat’s the core activity and feedback system? What are players optimizing? What skills are they learning? What journey are they on? What’s driving them to keep playing? What does it mean to “play well?”
  • 56. Smart Gamification: Key Questions
    VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun?
    PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?
    MASTERYWhat’s the core activity and feedback system? What are players optimizing? What skills are they learning? What journey are they on? What’s driving them to keep playing? What does it mean to “play well”?
    PROGRESSHow 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?
  • 57. Smart Gamification: Key Questions
    VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun?
    PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?
    MASTERYWhat’s the core activity and feedback system? What are players optimizing? What skills are they learning? What journey are they on? What’s driving them to keep playing? What does it mean to “play well”?
    PROGRESSHow 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?
    ENGAGEMENT What activities and events will re-engage players throughout their lifecycle? How do these activities leverage core social actions?
  • 58. Thank You!
    amyjokim@gmail.com
    Follow me on Twitter @amyjokim