MetaGame Design!
    Reward Systems that Drive Engagement!




Amy Jo Kim                     CEO, Shufflebrian!
What is a Metagame?
Using out-of-game info or resources !
    to affect in-game decisions!




                            Gaming definition!
Layering an rewards system
  onto an existing activity
Metagames are Everywhere
Collecting!
Complete Collections  Gain Status, Access, $$!
Behavior Chart!
Collect Stickers  Earn Privilege or Prize!
Karate!
Develop Skill  Earn Rank, Prestige, Powers
Scouting!
Complete Tasks  Earn Badges, Rank, Prestige, Powers
Frequent Flyer Programs!
Spend Money  Earn Points  Redeem for Flights
Arcade!
Spend Money  Earn Points  Redeem for Items
Text RPG!
Complete Missions  Earn Points  Redeem for Items
Contest/Raffle
Take Action  MAYBE Win Item
Contest/Raffle
Take Action  Maybe Win Item
Tournament!
Play Sport  Enter Tournaments  Earn Ranking/Trophies!




                        Leagues & Teams are part o...
Tournament!
Play Sport  Enter Tournaments  Earn Ranking/Trophies!
So how do you design a Metagame?
Metagame Design Framework

                     Viral
                   Outreach



          Feedback &
           Rewar...
Metagame Engagement Loop

                                Post updates,
                                  give gifts,
    ...
Step 1: Assign points to actions

                          Viral
                        Outreach


           Feedback &...
Which ACTIONS earn points?
Which REACTIONS earn points?
3 Types of points
1)  Experience Points (XP)
 - earned directly via players’ actions
 - track & reward socially/economical...
Is your points system tracking
  skill, experience, or both?
Is your points system assigning
  ratings to people or objects?
Can you Spend your points?
Step 2: Add Feedback & Rewards

                          Viral
                        Outreach


         Feedback &
   ...
Levels are shorthand for
participation and achievement
Leaderboards identify, motivate and
 reward your most devoted players
Social Leaderboards drive competition
         and enable missions
Leaderboards can cause problems -
don’t be afraid to remove/hide/change
Missions tell players what to do next!
Mission-driven engagement loop

                                      Post updates,
                                      ...
Reputation and Ratings track quality/skill 

        + motivate contributions!
Achievements provide short-term goals 

       + sense of progression!
Motivate newbies with easy-to-earn rewards!
Motivate power-users with scarce resources!
Motivate contributors with a rating system!
Step 3: Grow through Viral Outreach

                        Viral
                      Outreach

                       ...
What are the ‘social moments’ in your game?
Competition
Bragging, Taunting, Challenging
Cooperation
Sharing, Helping, Gifting
Self-Expression
Check out my character/outfit/farm/page
Case Study: Farmville
XP + coins earned by completing tasks
Customize your character
purchase seeds
Plant & Harvest Crops
Help Neighbors
Design & Develop Your Farm
Buy exclusive items with $$$
Tutorial introduces pts, levels, rewards
Earn coins, level up, buy more stuff
Leaderboards facilitate social interactions
Achievements come early & often
Achievements displayed as collections
Achievements displayed as collections
Help your neighbors, then brag about it
Many opportunities for self-expression
Gifting pulls people into the game
Case Study: Stack Overflow
Technical Q&A site w/crowd-sourced moderation
Ask/answer good questions to build Reputation!
Leaderboards for Reputation score!
Earn badges by performing basic site tasks!
Question: why no viral outreach?!
5 Tips for Designing a Compelling Metagame!

1.  Create a coherent experience that unfolds over time
5 Tips for Designing a Compelling Metagame!

1.  Create a coherent experience that unfolds over time

2.  Define a points ...
5 Tips for Designing a Compelling Metagame!

1.  Create a coherent experience that unfolds over time

2.  Define a points ...
5 Tips for Designing a Compelling Metagame!

1.  Create a coherent experience that unfolds over time

2.  Define a points ...
5 Tips for Designing a Compelling Metagame!

1.  Create a coherent experience that unfolds over time

2.  Define a points ...
Thank you! !




amyjokim@gmail.com

       Amyjokim
 Twitter, Facebook, Slideshare
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Metagame Design

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Metagame Design

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