Amy Jo Kim, Ph.D. © 2010 All Rights Reserved
Gamification Workshop
Products/Brands I’ve worked on
• Trained in Psychology, Neuroscience, CompSci
• Designed Social Games, Metagames, Communit...
Gamification is…
A Loyalty Program on Steroids
Using Game Techniques to
turbo-charge products & services
Using Rewards & Status to drive behavior
Turning real-world issues & activities into games
… currently experiencing a Hype cycle 
Let’s Cut Through the Hype
Gamification Glossary
Gamification using game techniques to make activities more engaging & fun
Game Techniques ≠ Core Experience
Need both Intrinsic & Extrinsic Motivation
Extrinsic Motivators work for clear-cut mechanical tasks
Autonomy
Group Identit...
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, c...
Get to Know Your Players & Their Social
Style
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, c...
Good games balance Skill & Challenge
Player Journey = Lifecycle + Progression
Player Journey = Lifecycle + Progression
Good games takes the player on a journey towards mastery
Novice
Expert
Master
Dynamics Mechanics
Aesthetics
Player
Journey
Use game techniques to guide and motivate the players journey
Mechanics, Dyna...
Think Like a Game Designer
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, c...
Progressive
Unlocks
Appointments
Dynamics
Game Dynamics = patterns over time
Dynamic
Systems
Reward
Schedules
Pacing
Patterns are programmed into game systems
Reward Schedules  Habits, Surprise, Addiction
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, c...
Game Mechanics make progress visible
Levels
Player
Journey
Points
Leaderboards
Badges
Missions
Mechanics
Virtual
Goods
Mechanics “light the way” in a player’s journey
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, c...
Fun
Delight
Envy Pride
Aesthetics
Game Aesthetics evoke emotion
Surprise
Satisfaction
Trust
Connection
Curiosity
Emotion drives action & engagement
A good game takes the player on an emotional journey over time
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, c...
Player
Journey
Social Actions  Building Blocks of Social Engagement
WHO am I playing with? HOW are we engaging? WHAT are ...
Design In Context
Know Your Players – Design for their PlayStyle
Why are they playing? What problem are they solving?
Who’s playing? What’s their style?
What Game Are They Already Playing?
Where’s the Fun?
What are your business/revenue goals?
Who’s funding this project? Why? What’s the payoff?
What are your personal goals?
What’s driving you? What are your hopes & fears for this project?
Elevator PitchGoal: create a short, compelling elevator pitch
Purpose: clarify and articulate your project vision
#Players...
As they progress, Players have different needs
Design Over Time
Novice needs onboarding
(welcome + goals + progress)
Expert needs fresh content/activities/people
Master needs exclusive activities/access/unlocks
Your Community has a Lifecycle, too
Build social systems that identify & leverage high-value players
Case Study: GetGlue
“the easiest way to find your next favorite thing”
Rate content to build your taste profile
Explore content & other people
Like/comment/review content to earn points
Earn Stickers for exploring, rating, socializing
Discover “neighbors” who share your tastes
Lightweight quests suggest what to do next
Become a Guru by interacting with content
(Some folks have lots of time on their hands…)
Leaderboards showcase active, engaged players
Share content you like via status updates
Player JourneyGoal: describe key stages of your player’s lifecycle / journey
Purpose: design a game that will attract and ...
Design for Social
Friends
Groups
Crowds
Families
What’s the preferred social style
of your players?
Competition
Bragging, Taunting, Challenging
Cooperation
Sharing, Helping, Gifting, Greeting
Self-Expression
customizing, selecting, designing, creating
Canonical Player Types (Bartle’s Four 1996)
Killers Achievers
Socializers
Explorers
Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Express
Give
Help
Comment
Like
Socia...
Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Express
Give
Help
Comment
Like
Socia...
Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Taunt
Express
Give
Help
Comment
Like...
Social ActionsGoal: identify and rank the top 3-5 social actions in your game
Purpose: understand the social style of your...
Achievers
Socializers Explorers
Killers
Social Actions IIStep 3: Place your Social Actions on the graph. What do you notic...
Newbie
Enthusiast
Regular
Annotate the Journey
Novice
Expert
Master
Now add these SOCIAL ACTIONS to your player journey
Design for Progress
Progress Mechanics “light the way” along a player’s journey
Keeping Score
Points & Progression in the Player’s Journey
Anytime you make numbers visible, you’ve enabled a game
How will you track & define progress?
Experience Points (XP)
earned directly via players’ actions - used to track & reward...
Experience Points (XP)Experience Points (WOW)
Redeemable PointsRedeemable Points (Stardoll)
Redeemable PointsSkill Points (Brain Buddies)
Social Points (eBay reputation)Social Points (eBay reputation)
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
The 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
Social Leaderboards enable Social Actions
Social Leaderboards enable Social Actions
Daily Puzzle percentage ranking
percentile rankings enable comparison
How to Play
Rules, Hints, Missions, Tutorial
Missions Guide & Motivate the Player
Tutorial == Newbie Onboarding
Guide players through actions that will advance their progress
What to Collect
Badges, Collectibles, Decorations, Items
Badges = goals + progression + collecting
Collections = goals + completion + surprise
Case Study: Ravenwood Fair
clear the scary forest, build a beautiful fair
Tutorial introduces key elements & goals
Basic actions framed as quests
Progressive Quests drive the action…
… and create an emotional arc
New quests unlocked when player is ready
Levels punctuate the action and
unlock buying opportunities
Story adds interest, motivation
… and context for new quests & items
Items are “collected” as a side-effect
of clearing the forest
Collections add interest & surprise
to the main activity
Progress Bar drives desired behaviors
Progress Mechanics
Goal: choose and rank-order your top-5 Progress Mechanics
Purpose: identify the core system and feature...
Novices need clear, easy-to-earn rewards
Experts need powertools, status, customization
Masters need exclusive access, activities, unlocks
Newbie
Enthusiast
Regular
Annotate the Journey
Novice
Expert
Master
Step 2: Add PROGRESS MECHANICS
Virtual Goods let players customize their experience & payments
Design for Customization
Virtual Goods = Digital Items w/Contextual Meaning
Virtual Goods evoke real emotions
Virtual Economies drive ongoing use..
… and require ongoing production & service
What can 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 customize
Purpose: focus your Customization/...
Design for Engagement
Player Journey + Social Actions = Social Engagement Loops
Player
Journey
Social Actions drive Social Engagement
WHO am I playing with? HOW are we playing together? WHAT are we play...
Win
Challenge
Showoff
Create
Achievers
Compare
Taunt
Express
Give
Help
Comment
Like
Socializers
Share
Greet
Explorers
Expl...
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 badges
promotes social engagement
Why does Foursquare work?
1. Core activity has intrinsic motivation
checking into venues delivers lightweight fun, has bot...
Social Engagement Loop
Motivating Emotion
Fun / Delight / Trust / Pride / Curious
(social) Call to Action
Customize / Shar...
Foursquare Engagement Loop: Novice
Curiousity / Competition
Checkin
Earn Pts, Compare w/friends
Checkin Again to
explore &...
Foursquare Engagement Loop: Expert
Pride / Surprise / Delight
Share with friends/followersCheckin
Earn Badge
Foursquare Engagement Loop: Master
Pride / Competition
Get Special PrivilegesCheckin
Defend Mayorship
Engagement Loop 1
Goal: fill in the boxesup your core engagement loop
Purpose: identify key systems & actions that drive r...
Newbie
Enthusiast
Regular
Engagement Loop 2
Novice
Expert
Master
Step 2: create a Social Engagement Loop
for each Stage of...
Gamification Idol
Step 1: Prepare your Game Pitch
Goal: Define and communicate your project’s value prop and player journe...
Gamification Idol
Step 1: Prepare your Game Pitch
Goal: Define and communicate your project’s value prop and player journe...
Gamification Idol: Questions
1) Project Intro / Elevator Pitch
What’s are you building? Why? For who? What’s the key benef...
Further
Resources
Daniel Pink
TWITTER SUMMARY
Carrots & sticks are so last century. For 21st century work,
we need to upgrade to autonomy, m...
Tom Chatfield
7 Lessons Learned From Games
1) Progress: Bars, Levels, Points, Badges, Customization – we
like to see our p...
Jesse Schell
In practice, good game design (like all design)
= vision + iteration. Start with a good idea,
then iterate, experiment, le...
Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs
Richard Bartle, 1996
http://www.mud.co.uk/richard/hcds.htm
MDA Fram...
amyjokim@gmail.com
amyjokim Twitter, Facebook, Slideshare
Thank You!
Upcoming SlideShare
Loading in...5
×

Gamification Workshop 2010

71,303

Published on

Think Like a Game Designer

20 Comments
347 Likes
Statistics
Notes
No Downloads
Views
Total Views
71,303
On Slideshare
0
From Embeds
0
Number of Embeds
78
Actions
Shares
0
Downloads
7
Comments
20
Likes
347
Embeds 0
No embeds

No notes for slide
  • Using game mechanics to drive desired behavior IS NOT THE SAME as taking someone on a journey towards mastery – once you understand the journey your player is on, you can support that with game design – which INCLUDES but is not focused around game mechanics
  • Using game mechanics to drive desired behavior IS NOT THE SAME as taking someone on a journey towards mastery – once you understand the journey your player is on, you can support that with game design – which INCLUDES but is not focused around game mechanics
  • Using game mechanics to drive desired behavior IS NOT THE SAME as taking someone on a journey towards mastery – once you understand the journey your player is on, you can support that with game design – which INCLUDES but is not focused around game mechanics
  • A less obvious - but even more interesting - social rating system is Flickr’s measure of “interestingness” -- this is a cumulative measure of people’s viewing and tagging and commenting behavior within the site. This is an “emergent” form of social points - and it allows Flickr to identity and reward photographers who create art that Flickr users collectively find interesting. What’s exciting about this rating system is that it INFERS points, based on existing behavior. So ask yourself - is there something similar in the applications that I’m currently working on?
  • A less obvious - but even more interesting - social rating system is Flickr’s measure of “interestingness” -- this is a cumulative measure of people’s viewing and tagging and commenting behavior within the site. This is an “emergent” form of social points - and it allows Flickr to identity and reward photographers who create art that Flickr users collectively find interesting. What’s exciting about this rating system is that it INFERS points, based on existing behavior. So ask yourself - is there something similar in the applications that I’m currently working on?
  • Leaderboards can be a double-edged sword. Wherever you see LeaderBoards for user ratings, You’ll inevitably see people begging others to “vote for me” - but you’ll also see people who are motivated to put their best foot forward - to upload their best videos, and their most “attractive” photos.
  • Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  • Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  • Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  • Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  • Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  • Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  • Gamification Workshop 2010

    1. 1. Amy Jo Kim, Ph.D. © 2010 All Rights Reserved Gamification Workshop
    2. 2. Products/Brands I’ve worked on • Trained in Psychology, Neuroscience, CompSci • Designed Social Games, Metagames, Communities
    3. 3. Gamification is…
    4. 4. A Loyalty Program on Steroids
    5. 5. Using Game Techniques to turbo-charge products & services
    6. 6. Using Rewards & Status to drive behavior
    7. 7. Turning real-world issues & activities into games
    8. 8. … currently experiencing a Hype cycle 
    9. 9. Let’s Cut Through the Hype
    10. 10. Gamification Glossary Gamification using game techniques to make activities more engaging & fun
    11. 11. Game Techniques ≠ Core Experience
    12. 12. Need both Intrinsic & Extrinsic Motivation Extrinsic Motivators work for clear-cut mechanical tasks Autonomy Group Identity Fun Meaning Mastery Power Love Rewards Points Levels Leaderboards Punishments Badges Learning
    13. 13. Gamification using game techniques to make activities more engaging & fun Player the person playing your game (AKA user, consumer) Gamification Glossary
    14. 14. Get to Know Your Players & Their Social Style
    15. 15. 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) Gamification Glossary
    16. 16. Good games balance Skill & Challenge
    17. 17. Player Journey = Lifecycle + Progression
    18. 18. Player Journey = Lifecycle + Progression Good games takes the player on a journey towards mastery Novice Expert Master
    19. 19. Dynamics Mechanics Aesthetics Player Journey Use game techniques to guide and motivate the players journey Mechanics, Dynamics, Aesthetics
    20. 20. Think Like a Game Designer
    21. 21. 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 Gamification Glossary
    22. 22. Progressive Unlocks Appointments Dynamics Game Dynamics = patterns over time Dynamic Systems Reward Schedules Pacing
    23. 23. Patterns are programmed into game systems Reward Schedules  Habits, Surprise, Addiction
    24. 24. 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 Gamification Glossary
    25. 25. Game Mechanics make progress visible Levels Player Journey Points Leaderboards Badges Missions Mechanics Virtual Goods
    26. 26. Mechanics “light the way” in a player’s journey
    27. 27. 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 Gamification Glossary
    28. 28. Fun Delight Envy Pride Aesthetics Game Aesthetics evoke emotion Surprise Satisfaction Trust Connection Curiosity
    29. 29. Emotion drives action & engagement A good game takes the player on an emotional journey over time
    30. 30. 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 Gamification Glossary
    31. 31. Player Journey Social Actions  Building Blocks of Social Engagement WHO am I playing with? HOW are we engaging? WHAT are we engaging around?
    32. 32. Design In Context Know Your Players – Design for their PlayStyle
    33. 33. Why are they playing? What problem are they solving? Who’s playing? What’s their style?
    34. 34. What Game Are They Already Playing? Where’s the Fun?
    35. 35. What are your business/revenue goals? Who’s funding this project? Why? What’s the payoff?
    36. 36. What are your personal goals? What’s driving you? What are your hopes & fears for this project?
    37. 37. Elevator PitchGoal: create a short, compelling elevator pitch Purpose: clarify and articulate your project vision #Players: 1-8 Duration: 20-30 min Rules: 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)
    38. 38. As they progress, Players have different needs Design Over Time
    39. 39. Novice needs onboarding (welcome + goals + progress)
    40. 40. Expert needs fresh content/activities/people
    41. 41. Master needs exclusive activities/access/unlocks
    42. 42. Your Community has a Lifecycle, too Build social systems that identify & leverage high-value players
    43. 43. Case Study: GetGlue “the easiest way to find your next favorite thing”
    44. 44. Rate content to build your taste profile
    45. 45. Explore content & other people
    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. Lightweight quests suggest what to do next
    50. 50. Become a Guru by interacting with content
    51. 51. (Some folks have lots of time on their hands…)
    52. 52. Leaderboards showcase active, engaged players
    53. 53. Share content you like via status updates
    54. 54. Player JourneyGoal: describe key stages of your player’s lifecycle / journey Purpose: design a game that will attract and support Newbies, Regulars AND Enthusiasts Novice Expert Master Step 1: create a Persona (AKA Player Story) for a canonical early-adopter Player Description can include gender, age, socio-economic status, gaming experience, aspirations, fears, daily technology or shopping habits – whatever is most relevant for your product Step 2: fill in the boxes with “day in the life” scenarios for each key stage
    55. 55. Design for Social Friends Groups Crowds Families
    56. 56. What’s the preferred social style of your players?
    57. 57. Competition Bragging, Taunting, Challenging
    58. 58. Cooperation Sharing, Helping, Gifting, Greeting
    59. 59. Self-Expression customizing, selecting, designing, creating
    60. 60. Canonical Player Types (Bartle’s Four 1996) Killers Achievers Socializers Explorers
    61. 61. Social Actions (Engagement Loops 2010) Win Challenge Showoff Create Achievers Compare
    62. 62. Social Actions (Engagement Loops 2010) Win Challenge Showoff Create Achievers Compare Express Give Help Comment Like Socializers Share Greet
    63. 63. Social Actions (Engagement Loops 2010) Win Challenge Showoff Create Achievers Compare Express Give Help Comment Like Socializers Share Greet Explorers Explore Rate View Review Vote Curate
    64. 64. Social Actions (Engagement Loops 2010) Win Challenge Showoff Create Achievers Compare Taunt Express Give Help Comment Like Socializers Share Greet Explorers Explore Rate View Review Vote Curate Killers Heckle Hack Cheat Harass Tease
    65. 65. Social ActionsGoal: identify and rank the top 3-5 social actions in your game Purpose: understand the social style of your players & community #Players: 1-8 Duration: 10 min Express Show Off Compete Compare Curate Comment Like Vote Rate Explore View Read Help Give Share Greet Harass Step 1: Choose Top 5 Social Actions Step 2: Rank-order & Customize
    66. 66. Achievers Socializers Explorers Killers Social Actions IIStep 3: Place your Social Actions on the graph. What do you notice?
    67. 67. Newbie Enthusiast Regular Annotate the Journey Novice Expert Master Now add these SOCIAL ACTIONS to your player journey
    68. 68. Design for Progress Progress Mechanics “light the way” along a player’s journey
    69. 69. Keeping Score Points & Progression in the Player’s Journey Anytime you make numbers visible, you’ve enabled a game
    70. 70. How will you track & define progress? Experience 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 services Currency (bucks, $$) bi-directional metric - purchased with real money to acquire (often exclusive) goods & services Skill Points (Score, Rank) earned via interacting with the game or system – reflects mastery of the activity or game Social 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
    71. 71. Experience Points (XP)Experience Points (WOW)
    72. 72. Redeemable PointsRedeemable Points (Stardoll)
    73. 73. Redeemable PointsSkill Points (Brain Buddies)
    74. 74. Social Points (eBay reputation)Social Points (eBay reputation)
    75. 75. Social Points (Amazon reviews)Social Points (Amazon reviews)
    76. 76. Social Points (Flickr “interestingness”)Social Points (Flickr interestingness)
    77. 77. Social Points (Flickr “interestingness”)Social Points (Stack Overflow Reputation)
    78. 78. Game Pacing  Flow The better you get, the harder you need to work to earn rewards
    79. 79. Levels give you Pacing, Status, Unlocks
    80. 80. Global Leaderboards showcase your most skilled and devoted players
    81. 81. Social Leaderboards enable Social Actions
    82. 82. Social Leaderboards enable Social Actions
    83. 83. Daily Puzzle percentage ranking percentile rankings enable comparison
    84. 84. How to Play Rules, Hints, Missions, Tutorial
    85. 85. Missions Guide & Motivate the Player
    86. 86. Tutorial == Newbie Onboarding Guide players through actions that will advance their progress
    87. 87. What to Collect Badges, Collectibles, Decorations, Items
    88. 88. Badges = goals + progression + collecting
    89. 89. Collections = goals + completion + surprise
    90. 90. Case Study: Ravenwood Fair clear the scary forest, build a beautiful fair
    91. 91. Tutorial introduces key elements & goals
    92. 92. Basic actions framed as quests
    93. 93. Progressive Quests drive the action…
    94. 94. … and create an emotional arc
    95. 95. New quests unlocked when player is ready
    96. 96. Levels punctuate the action and unlock buying opportunities
    97. 97. Story adds interest, motivation
    98. 98. … and context for new quests & items
    99. 99. Items are “collected” as a side-effect of clearing the forest
    100. 100. Collections add interest & surprise to the main activity
    101. 101. Progress Bar drives desired behaviors
    102. 102. Progress Mechanics Goal: choose and rank-order your top-5 Progress Mechanics Purpose: identify the core system and features to guide and support your player journey #Players: 1-8 Duration: 20-30 min Step 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
    103. 103. Novices need clear, easy-to-earn rewards
    104. 104. Experts need powertools, status, customization
    105. 105. Masters need exclusive access, activities, unlocks
    106. 106. Newbie Enthusiast Regular Annotate the Journey Novice Expert Master Step 2: Add PROGRESS MECHANICS
    107. 107. Virtual Goods let players customize their experience & payments Design for Customization
    108. 108. Virtual Goods = Digital Items w/Contextual Meaning
    109. 109. Virtual Goods evoke real emotions
    110. 110. Virtual Economies drive ongoing use..
    111. 111. … and require ongoing production & service
    112. 112. What can players Customize?
    113. 113. Customize Your Page/Dashboard
    114. 114. Customize Your Avatar
    115. 115. Customize Your Location
    116. 116. Case Study: Pogo
    117. 117. Play games, earn tokens, win prizes
    118. 118. Purchase gems to buy games & virtual goods
    119. 119. Customize your avatar’s outfit, background, etc.
    120. 120. Enter a weekly contest for best avatar
    121. 121. Premium items add status, visual interest
    122. 122. Locked items upsell players to premium service
    123. 123. Subscription service offers badges & more
    124. 124. Badge album shows off your collection
    125. 125. Rich profile includes stats, badges, guestbook
    126. 126. In-game chat facilitates meeting new people
    127. 127. Prize winners made visible (to motivate entries)
    128. 128. What to Customize? Goal: define the core Social Object that your players will customize Purpose: focus your Customization/Virtual Goods strategy Duration: 5-10 min Profile Dashboard Home Page Blog Avatar Location (specify) Other Step 1: Choose 1-3 Social Object(s) to Customize (fewer is better) Step 2: Briefly describe how Customization will work at key stages of the Journey Novice Expert Master
    129. 129. Design for Engagement Player Journey + Social Actions = Social Engagement Loops
    130. 130. Player Journey Social Actions drive Social Engagement WHO am I playing with? HOW are we playing together? WHAT are we playing with?
    131. 131. Win Challenge Showoff Create Achievers Compare Taunt Express Give Help Comment Like Socializers Share Greet Explorers Explore Rate View Review Vote Curate Killers Heckle Hack Cheat Harass Tease Social Actions drive Social Engagement
    132. 132. Case Study: Foursquare
    133. 133. Core activity: the checkin
    134. 134. Checkin to venues to earn Points & Stats
    135. 135. Badges mark progress and suggest goals
    136. 136. Badges have personality, attitude, humour
    137. 137. Mayorship rewards loyalty, recency – drives competition
    138. 138. Sharing checkins and badges promotes social engagement
    139. 139. Why does Foursquare work? 1. Core activity has intrinsic motivation checking into venues delivers lightweight fun, has both personal & social value 2. Progress mechanics light the way badges guide players towards action & completion + have element of surprise mayorships mirror real-world dynamics, stimulate loyalty & competition 3. Social Actions are aligned with Social Needs explore, showoff, share, compare, compete
    140. 140. Social Engagement Loop Motivating Emotion Fun / Delight / Trust / Pride / Curious (social) Call to Action Customize / Share / Help / Compete Player Re-engagement Task / Mission / Game / Quiz Visible Progress / Reward Pts / Stats / Awards / Messages
    141. 141. Foursquare Engagement Loop: Novice Curiousity / Competition Checkin Earn Pts, Compare w/friends Checkin Again to explore & discover
    142. 142. Foursquare Engagement Loop: Expert Pride / Surprise / Delight Share with friends/followersCheckin Earn Badge
    143. 143. Foursquare Engagement Loop: Master Pride / Competition Get Special PrivilegesCheckin Defend Mayorship
    144. 144. Engagement Loop 1 Goal: fill in the boxesup your core engagement loop Purpose: identify key systems & actions that drive repeat play #Players: 1-8 Duration: 20-30 min Step 1: Fill in the boxes with actions specific to your game Motivating Emotion Fun / Delight / Trust / Pride / Curious Newbie Onboarding (social) Call to Action Customize / Share / Help / Compete Player Re-engagement Task / Mission / Game / Quiz Visible Progress / Reward Pts / Stats / Awards / Messages
    145. 145. Newbie Enthusiast Regular Engagement Loop 2 Novice Expert Master Step 2: create a Social Engagement Loop for each Stage of the Player’s Journey
    146. 146. Gamification Idol Step 1: Prepare your Game Pitch Goal: Define and communicate your project’s value prop and player journey Purpose: Design a game that will attract/support newbies AND Enthusiasts #Players: 1-8 Duration: 20-30 min + + Step 2: Pitch Your Game to the Judges & Audience – get feedback
    147. 147. Gamification Idol Step 1: Prepare your Game Pitch Goal: Define and communicate your project’s value prop and player journey Purpose: Design a game that will attract/support newbies AND Enthusiasts #Players: 1-8 Duration: 20-30 min + + Step 2: Pitch Your Game to the Judges & Audience – get feedback
    148. 148. Gamification Idol: Questions 1) Project Intro / Elevator Pitch What’s are you building? Why? For who? What’s the key benefit? Where’s the fun? 2) Player Journey What’s the core experience / system in your game? What journey are you taking players on? What does it mean to “play well”? What’s the intrinsic motivation? 3) Preferred PlayStyle and Social Actions How do players want to engage? Who are they playing with? What’s their social style? What key social actions will engage them? 4) Visible Progress How will your game “light the way” along the player’s journey? How will players know what to do? What techniques will you use to track and visualize progress? 5) Engagement Loops What is engaging about your game? What will pull players back into the game at different stages of their journey?
    149. 149. Further Resources
    150. 150. 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.
    151. 151. 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: we're 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
    152. 152. Jesse Schell
    153. 153. 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 Brian Reynolds Keynote - GDCOnine 2010 TSI, TSO* http://www.gdcvault.com/play/1013798/Bears-and-Snakes-The-Wild
    154. 154. Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs Richard Bartle, 1996 http://www.mud.co.uk/richard/hcds.htm MDA Framework + 8 Kinds of Fun Marc LeBlanc, Robin Hunicke, Robert Zubeck http://algorithmancy.8kindsoffun.com/ Punished by Rewards Alfie Kohn Web Reputation Systems Randy Farmer
    155. 155. amyjokim@gmail.com amyjokim Twitter, Facebook, Slideshare Thank You!

    ×