Metagame Design

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  • 1. MetaGame Design! Reward Systems that Drive Engagement! Amy Jo Kim CEO, Shufflebrian!
  • 2. What is a Metagame?
  • 3. Using out-of-game info or resources ! to affect in-game decisions! Gaming definition!
  • 4. Layering an rewards system onto an existing activity
  • 5. Metagames are Everywhere
  • 6. Collecting! Complete Collections  Gain Status, Access, $$!
  • 7. Behavior Chart! Collect Stickers  Earn Privilege or Prize!
  • 8. Karate! Develop Skill  Earn Rank, Prestige, Powers
  • 9. Scouting! Complete Tasks  Earn Badges, Rank, Prestige, Powers
  • 10. Frequent Flyer Programs! Spend Money  Earn Points  Redeem for Flights
  • 11. Arcade! Spend Money  Earn Points  Redeem for Items
  • 12. Text RPG! Complete Missions  Earn Points  Redeem for Items
  • 13. Contest/Raffle Take Action  MAYBE Win Item
  • 14. Contest/Raffle Take Action  Maybe Win Item
  • 15. Tournament! Play Sport  Enter Tournaments  Earn Ranking/Trophies! Leagues & Teams are part of this!
  • 16. Tournament! Play Sport  Enter Tournaments  Earn Ranking/Trophies!
  • 17. So how do you design a Metagame?
  • 18. Metagame Design Framework Viral Outreach Feedback & Rewards Points
  • 19. Metagame Engagement Loop Post updates, give gifts, send taunts Get feedback, earn rewards Take actions, earn points
  • 20. Step 1: Assign points to actions Viral Outreach Feedback & Rewards Points Act React Customize Create Earn Spend
  • 21. Which ACTIONS earn points?
  • 22. Which REACTIONS earn points?
  • 23. 3 Types of points 1)  Experience Points (XP) - earned directly via players’ actions - track & reward socially/economically useful player actions 2)  Skill Points (Score, Rank) - earned via interacting with the system - based on mastery of the activity or game 3)  Influence Points (Rating, Reputation) - earned via the actions of other players - proxy for quality/reputation/influence - track & reward socially valuable contributions & actions
  • 24. Is your points system tracking skill, experience, or both?
  • 25. Is your points system assigning ratings to people or objects?
  • 26. Can you Spend your points?
  • 27. Step 2: Add Feedback & Rewards Viral Outreach Feedback & Rewards Levels Points Leaderboards Roles Reputation Missions Challenges Achievements Collections
  • 28. Levels are shorthand for participation and achievement
  • 29. Leaderboards identify, motivate and reward your most devoted players
  • 30. Social Leaderboards drive competition and enable missions
  • 31. Leaderboards can cause problems - don’t be afraid to remove/hide/change
  • 32. Missions tell players what to do next!
  • 33. Mission-driven engagement loop Post updates, give gifts, send taunts Accept Mission Get feedback, earn rewards Update Mission List Take actions, earn points
  • 34. Reputation and Ratings track quality/skill 
 + motivate contributions!
  • 35. Achievements provide short-term goals 
 + sense of progression!
  • 36. Motivate newbies with easy-to-earn rewards!
  • 37. Motivate power-users with scarce resources!
  • 38. Motivate contributors with a rating system!
  • 39. Step 3: Grow through Viral Outreach Viral Outreach Updates Gifts Feedback & Sharing Rewards Invites Points
  • 40. What are the ‘social moments’ in your game?
  • 41. Competition Bragging, Taunting, Challenging
  • 42. Cooperation Sharing, Helping, Gifting
  • 43. Self-Expression Check out my character/outfit/farm/page
  • 44. Case Study: Farmville
  • 45. XP + coins earned by completing tasks
  • 46. Customize your character
  • 47. purchase seeds
  • 48. Plant & Harvest Crops
  • 49. Help Neighbors
  • 50. Design & Develop Your Farm
  • 51. Buy exclusive items with $$$
  • 52. Tutorial introduces pts, levels, rewards
  • 53. Earn coins, level up, buy more stuff
  • 54. Leaderboards facilitate social interactions
  • 55. Achievements come early & often
  • 56. Achievements displayed as collections
  • 57. Achievements displayed as collections
  • 58. Help your neighbors, then brag about it
  • 59. Many opportunities for self-expression
  • 60. Gifting pulls people into the game
  • 61. Case Study: Stack Overflow Technical Q&A site w/crowd-sourced moderation
  • 62. Ask/answer good questions to build Reputation!
  • 63. Leaderboards for Reputation score!
  • 64. Earn badges by performing basic site tasks!
  • 65. Question: why no viral outreach?!
  • 66. 5 Tips for Designing a Compelling Metagame! 1.  Create a coherent experience that unfolds over time
  • 67. 5 Tips for Designing a Compelling Metagame! 1.  Create a coherent experience that unfolds over time 2.  Define a points system (XP, social pts, redeemable pts) that supports your purpose and audience
  • 68. 5 Tips for Designing a Compelling Metagame! 1.  Create a coherent experience that unfolds over time 2.  Define a points system (XP, social pts, redeemable pts) that supports your purpose and audience 3.  Introduce feedback and rewards that motivate newbies, enthusiasts, and contributors
  • 69. 5 Tips for Designing a Compelling Metagame! 1.  Create a coherent experience that unfolds over time 2.  Define a points system (XP, social pts, redeemable pts) that supports your purpose and audience 3.  Introduce feedback and rewards that motivate newbies, regulars, enthusiasts, and leaders 4.  Design rewards that players will be eager to share
  • 70. 5 Tips for Designing a Compelling Metagame! 1.  Create a coherent experience that unfolds over time 2.  Define a points system (XP, social pts, redeemable pts) that supports your purpose and audience 3.  Introduce feedback and rewards that motivate newbies, regulars, enthusiasts, and leaders 4.  Design rewards that players will be eager to share 5.  Use “game pacing” to grant rewards over time
  • 71. Thank you! ! amyjokim@gmail.com Amyjokim Twitter, Facebook, Slideshare