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Putting the Fun in Functional applying game mechanics to functional software Amy Jo Kim www. ShuffleBrain .com
About ShuffleBrain We design games & services for clients on the cutting edge of Entertainment Technology
About Me <ul><li>Amy Jo Kim:  Creative Director ShuffleBrain </li></ul><ul><li>Trained in Psych, Neuroscience, CompSci </l...
What this talk is about using  game mechanics  to create applications and services that are fun, compelling, and addictive...
Q: What is a game?  A1: Formal Definition a system in which players engage in an artificial conflict, defined by rules, th...
Q: How do games shape behavior? A:  By leveraging our    primal response patterns
Q: How do games shape behavior? A:  By engaging us in  flow
How can game mechanics make an interactive experience more fun, compelling and addictive?
5 Game Mechanics <ul><li>Collecting </li></ul>
Collecting - show me your stuff! Worlds of Warcraft inventory MySpace friends
Impressive collection = bragging rights Collectible cards Tagworld fans
The Power of Completing a Set Baseball Cards Habbo Coins
Gotta catch ‘em all!
Collecting Goes Mobile Collecting stamps in BrainAge Collecting Friends in Hotties
5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul>
Earning Points = simple score system Earning points in Bejeweled Earning points on eBay
What can you DO with your points?  …  and what can your points DO for you?
Redeemable Points: earn while you play S&H GreenStamps PrizePlay
Redeemable Points drive Loyalty Southwest Airlines simpler Frequent Flyer points Drugstore.com Dollars earn while you shop
Can earning points be a social experience?
Social Points are given by other players Ratings in Acrophobia Ratings in YouTube
Social Points express your game’s values Rating profiles in MySpace Rating profiles in “Hotties”
Comparisons: a 2-choice social points game Which is hotter? Which is cuter?
eBay: social points for online transactions
Amazon: social points for book reviews
Flickr: Social Points for “interestingness” Points are calculated via aggregate behavior
Once you have points… …  you can have LeaderBoards
LeaderBoards tap into our innate competitive drive Leaderboards in TagWorld
Leaderboards express your game’s values Xbox Live Halo TextAmerica
Leaderboards drive Player Behavior TextAmerica: Most Comments YouTube: Highest Rated
Parallel Leaderboards = Greater Diversity  TextAmerica: Most Comments YouTube: Highest Rated
Some systems once had LeaderBoards… … but removed them. WHY????  HINT: LeaderBoards encourage people to game the system…
Statistical Ranking: Leaderboards alternative Daily Puzzle percentage ranking Amazon sales ranking
Once you have points… …  you can define Levels
Levels are shorthand for accumulated points Levelling up in Bejeweled eBay’s Star System
Levels punctuate the game experience Reaching Level 60 in WOW Attaining a new karate belt
Levels unlock new powers & access Levelling up in WOW Levelling up as an eBay powerseller
5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul>
Feedback draws attention through movement & change Feedback in Bejeweled Feedback in MySpace Mobile
Feedback accelerates mastery Karaoke Revolution - how good is your singing? Brain Training - how old is your brain?
Feedback makes your game more fun & compelling
Feedback induces flow Stanford Sudoku
Feedback makes mundane tasks more fun Cooking Mama for Nintendo DS - teaches you how to cook
BIMactive: feedback on your physical activity
5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li><...
Exchanges are structured social interactions basic, primal form of social engagement
Social Exchanges can be explicit… In chess, taking turns is built into the rules
…  or implicit (i.e. emergent) eBay Feedback is a tit-for-tat social meta-game
Trading is an  explicit  Social Exchange Trading in WOW  Trading in MogiMogi
“ gifting” is a  implicit  Social Exchange NetMarble HabboHotel Helios
MySpace has both kinds of Exchanges comments are  implicit “ Add Friend” is  explicit
5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li><...
Customization increases investment, creates barriers to exit  Choose your favorite MetroGirl Customized eBay interface
“ Automatic” Customization is fun and engaging Amazon Home Page Flickr Home Page
Character Customization is especially powerful  Female Characters in WOW Female Profiles in MySpace
Let’s look at one successful social network through the lens of game mechanics…
How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Excha...
How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Excha...
How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Excha...
How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Excha...
How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Excha...
Now, let’s look at how game mechanics can make a “serious” game more fun
Brain Age (Nintendo DS)
Collecting motivates repeat play <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>...
Points are tracked over time <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exch...
Feedback works at different time scales <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><...
Feedback & instructions are conversational <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></u...
Customization via handwriting… <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Ex...
… and time-aware dialog <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges...
Creating the illusion of awareness <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><l...
Now let’s look at a popular local review site from a game design perspective
Collecting: Reviews, Friends, Compliments <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul...
Multiple Leaderboards showcase different metrics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </...
Users get immediate feedback when posting/rating reviews  <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Fe...
“ Compliments” function as impicit exchanges <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li><...
Profiles offer rich Character Customization <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></...
Looking Ahead  expect to see more “serious” applications that feel like games… … and games that incorporate communities
Resources amazon .com bonesinmotion .com digitalchocolate .com ebay .com flickr .com google .com jellyvision .com infospac...
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Putting the Fun in Functional

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  • Your presentation is great and its so easy to understand.
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  • QUE KARNAL YA TE CANSATES DE QUE NO SUBAS DE RANGO
    Entra y Unete ala Web My tech
    Ya estan aburridos de que les insulten sus comentarios o que los borren y sus post tambien estan cansados de esta red social, ya paso de, moda mejor conoscan una red nueva una nueva pagina de internet esa pagina es:
    http://www.mytech.com.mx/
    Aqui no insultaraN TUS POST conoceras nuevos amigos y te dara muchas ventajas en tu vida de interaccion de computadoras te ayudaran a sacarte de cualkier duda nomas regirtrate y se parte de una nueva generacion 2011-2012 es lo mas moderno es My tech
    MyTech! - Tecnología en un sólo lugar
    www.mytech.com.mx
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  • Good
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  • Really Interesting!
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  • Amy! Having reviewed several presentations, I must say that yours, despite it being 3 years old, is right on the money. Very nicely done! Thank you.
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  • Transcript of "Putting the Fun in Functional"

    1. 1. Putting the Fun in Functional applying game mechanics to functional software Amy Jo Kim www. ShuffleBrain .com
    2. 2. About ShuffleBrain We design games & services for clients on the cutting edge of Entertainment Technology
    3. 3. About Me <ul><li>Amy Jo Kim: Creative Director ShuffleBrain </li></ul><ul><li>Trained in Psych, Neuroscience, CompSci </li></ul><ul><li>Design social games, Web communities, mobile services </li></ul><ul><li>Author, “Community Building on the Web” </li></ul>
    4. 4. What this talk is about using game mechanics to create applications and services that are fun, compelling, and addictive What this talk is NOT about using graphics, animation, sound and UI techniques from games to liven up functional software (that’s another topic :-)
    5. 5. Q: What is a game? A1: Formal Definition a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome* A2: Informal Definition a structured experience with rules & goals that’s fun *From Rules of Play by Eric Zimmerman and Katie Salen
    6. 6. Q: How do games shape behavior? A: By leveraging our primal response patterns
    7. 7. Q: How do games shape behavior? A: By engaging us in flow
    8. 8. How can game mechanics make an interactive experience more fun, compelling and addictive?
    9. 9. 5 Game Mechanics <ul><li>Collecting </li></ul>
    10. 10. Collecting - show me your stuff! Worlds of Warcraft inventory MySpace friends
    11. 11. Impressive collection = bragging rights Collectible cards Tagworld fans
    12. 12. The Power of Completing a Set Baseball Cards Habbo Coins
    13. 13. Gotta catch ‘em all!
    14. 14. Collecting Goes Mobile Collecting stamps in BrainAge Collecting Friends in Hotties
    15. 15. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul>
    16. 16. Earning Points = simple score system Earning points in Bejeweled Earning points on eBay
    17. 17. What can you DO with your points? … and what can your points DO for you?
    18. 18. Redeemable Points: earn while you play S&H GreenStamps PrizePlay
    19. 19. Redeemable Points drive Loyalty Southwest Airlines simpler Frequent Flyer points Drugstore.com Dollars earn while you shop
    20. 20. Can earning points be a social experience?
    21. 21. Social Points are given by other players Ratings in Acrophobia Ratings in YouTube
    22. 22. Social Points express your game’s values Rating profiles in MySpace Rating profiles in “Hotties”
    23. 23. Comparisons: a 2-choice social points game Which is hotter? Which is cuter?
    24. 24. eBay: social points for online transactions
    25. 25. Amazon: social points for book reviews
    26. 26. Flickr: Social Points for “interestingness” Points are calculated via aggregate behavior
    27. 27. Once you have points… … you can have LeaderBoards
    28. 28. LeaderBoards tap into our innate competitive drive Leaderboards in TagWorld
    29. 29. Leaderboards express your game’s values Xbox Live Halo TextAmerica
    30. 30. Leaderboards drive Player Behavior TextAmerica: Most Comments YouTube: Highest Rated
    31. 31. Parallel Leaderboards = Greater Diversity TextAmerica: Most Comments YouTube: Highest Rated
    32. 32. Some systems once had LeaderBoards… … but removed them. WHY???? HINT: LeaderBoards encourage people to game the system…
    33. 33. Statistical Ranking: Leaderboards alternative Daily Puzzle percentage ranking Amazon sales ranking
    34. 34. Once you have points… … you can define Levels
    35. 35. Levels are shorthand for accumulated points Levelling up in Bejeweled eBay’s Star System
    36. 36. Levels punctuate the game experience Reaching Level 60 in WOW Attaining a new karate belt
    37. 37. Levels unlock new powers & access Levelling up in WOW Levelling up as an eBay powerseller
    38. 38. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul>
    39. 39. Feedback draws attention through movement & change Feedback in Bejeweled Feedback in MySpace Mobile
    40. 40. Feedback accelerates mastery Karaoke Revolution - how good is your singing? Brain Training - how old is your brain?
    41. 41. Feedback makes your game more fun & compelling
    42. 42. Feedback induces flow Stanford Sudoku
    43. 43. Feedback makes mundane tasks more fun Cooking Mama for Nintendo DS - teaches you how to cook
    44. 44. BIMactive: feedback on your physical activity
    45. 45. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul>
    46. 46. Exchanges are structured social interactions basic, primal form of social engagement
    47. 47. Social Exchanges can be explicit… In chess, taking turns is built into the rules
    48. 48. … or implicit (i.e. emergent) eBay Feedback is a tit-for-tat social meta-game
    49. 49. Trading is an explicit Social Exchange Trading in WOW Trading in MogiMogi
    50. 50. “ gifting” is a implicit Social Exchange NetMarble HabboHotel Helios
    51. 51. MySpace has both kinds of Exchanges comments are implicit “ Add Friend” is explicit
    52. 52. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    53. 53. Customization increases investment, creates barriers to exit Choose your favorite MetroGirl Customized eBay interface
    54. 54. “ Automatic” Customization is fun and engaging Amazon Home Page Flickr Home Page
    55. 55. Character Customization is especially powerful Female Characters in WOW Female Profiles in MySpace
    56. 56. Let’s look at one successful social network through the lens of game mechanics…
    57. 57. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    58. 58. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    59. 59. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    60. 60. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    61. 61. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    62. 62. Now, let’s look at how game mechanics can make a “serious” game more fun
    63. 63. Brain Age (Nintendo DS)
    64. 64. Collecting motivates repeat play <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Collect daily stamps Collect new games
    65. 65. Points are tracked over time <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Points over time Points for a round
    66. 66. Feedback works at different time scales <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Short term: correct? Long term: Brain age
    67. 67. Feedback & instructions are conversational <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>He introduces You play He evaluates
    68. 68. Customization via handwriting… <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Custom signature Custom stamp
    69. 69. … and time-aware dialog <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Brain Age is aware of time
    70. 70. Creating the illusion of awareness <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Program remembers when you last logged in
    71. 71. Now let’s look at a popular local review site from a game design perspective
    72. 72. Collecting: Reviews, Friends, Compliments <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    73. 73. Multiple Leaderboards showcase different metrics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    74. 74. Users get immediate feedback when posting/rating reviews <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    75. 75. “ Compliments” function as impicit exchanges <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    76. 76. Profiles offer rich Character Customization <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    77. 77. Looking Ahead expect to see more “serious” applications that feel like games… … and games that incorporate communities
    78. 78. Resources amazon .com bonesinmotion .com digitalchocolate .com ebay .com flickr .com google .com jellyvision .com infospace .com myspace .com mogimogi .com nintendo .com popcap .com tagworld .com textamerica .com worldofwarcraft .com youtube .com zephoria .org/thoughts/ Contact [email_address] .com
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