Slideshow Transcript

1. Slide 1: Putting the Fun in Functional applying game mechanics to functional software Amy Jo Kim www.ShuffleBrain.com
2. Slide 2: About ShuffleBrain We design games & services for clients on the cutting edge of Entertainment Technology
3. Slide 3: About Me Amy Jo Kim: Creative Director ShuffleBrain • Trained in Psych, Neuroscience, CompSci • Design social games, Web communities, mobile services • Author, “Community Building on the Web”
4. Slide 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. Slide 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. Slide 6: Q: How do games shape behavior? A: By leveraging our primal response patterns
7. Slide 7: Q: How do games shape behavior? A: By engaging us in flow
8. Slide 8: How can game mechanics make an interactive experience more fun, compelling and addictive?
9. Slide 9: 5 Game Mechanics 1. Collecting
10. Slide 10: Collecting - show me your stuff! Worlds of Warcraft inventory MySpace friends
11. Slide 11: Impressive collection = bragging rights Collectible cards Tagworld fans
12. Slide 12: The Power of Completing a Set QuickTimeﾪ and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTimeﾪ and a QuickTimeﾪ and a TIFF (Uncompressed) decompressor TIFF (Uncompressed) decompressor are needed to see this picture. are needed to see this picture. Baseball Cards Habbo Coins
13. Slide 13: Gotta catch ‘em all!
14. Slide 14: Collecting Goes Mobile Collecting stamps in BrainAge Collecting Friends in Hotties
15. Slide 15: 5 Game Mechanics 1. Collecting 2. Points
16. Slide 16: Earning Points = simple score system Earning points in Bejeweled Earning points on eBay
17. Slide 17: What can you DO with your points? … and what can your points DO for you?
18. Slide 18: Redeemable Points: earn while you play S&H GreenStamps PrizePlay
19. Slide 19: Redeemable Points drive Loyalty Southwest Airlines simpler Frequent Flyer points Drugstore.com Dollars earn while you shop
20. Slide 20: Can earning points be a social experience?
21. Slide 21: Social Points are given by other players Ratings in Acrophobia Ratings in YouTube
22. Slide 22: Social Points express your game’s values Rating profiles in MySpace Rating profiles in “Hotties”
23. Slide 23: Comparisons: a 2-choice social points game Which is cuter? Which is hotter?
24. Slide 24: eBay: social points for online transactions
25. Slide 25: Amazon: social points for book reviews
26. Slide 26: Flickr: Social Points for “interestingness” Points are calculated via aggregate behavior
27. Slide 27: Once you have points… … you can have LeaderBoards
28. Slide 28: LeaderBoards tap into our innate competitive drive Leaderboards in TagWorld
29. Slide 29: Leaderboards express your game’s values Xbox Live Halo TextAmerica
30. Slide 30: Leaderboards drive Player Behavior TextAmerica: Most Comments YouTube: Highest Rated
31. Slide 31: Parallel Leaderboards = Greater Diversity TextAmerica: Most Comments YouTube: Highest Rated
32. Slide 32: Some systems once had LeaderBoards… … but removed them. WHY???? HINT: LeaderBoards encourage people to game the system…
33. Slide 33: Statistical Ranking: Leaderboards alternative Daily Puzzle percentage ranking Amazon sales ranking
34. Slide 34: Once you have points… … you can define Levels
35. Slide 35: Levels are shorthand for accumulated points Levelling up in Bejeweled eBay’s Star System
36. Slide 36: Levels punctuate the game experience Reaching Level 60 in WOW Attaining a new karate belt
37. Slide 37: Levels unlock new powers & access Levelling up in WOW Levelling up as an eBay powerseller
38. Slide 38: 5 Game Mechanics 1. Collecting 2. Points 3. Feedback
39. Slide 39: Feedback draws attention through movement & change Feedback in Bejeweled Feedback in MySpace Mobile
40. Slide 40: Feedback accelerates mastery Karaoke Revolution - how good is your singing? Brain Training - how old is your brain?
41. Slide 41: Feedback makes your game more fun & compelling
42. Slide 42: Feedback induces flow Stanford Sudoku
43. Slide 43: Feedback makes mundane tasks more fun Cooking Mama for Nintendo DS - teaches you how to cook
44. Slide 44: BIMactive: feedback on your physical activity
45. Slide 45: 5 Game Mechanics 1. Collecting 2. Points 3. Feedback 4. Exchanges
46. Slide 46: Exchanges are structured social interactions basic, primal form of social engagement
47. Slide 47: Social Exchanges can be explicit… In chess, taking turns is built into the rules
48. Slide 48: … or implicit (i.e. emergent) eBay Feedback is a tit-for-tat social meta-game
49. Slide 49: Trading is an explicit Social Exchange Trading in WOW Trading in MogiMogi
50. Slide 50: “gifting” is a implicit Social Exchange NetMarble HabboHotel Helios
51. Slide 51: MySpace has both kinds of Exchanges QuickTimeﾪ and a TIFF (Uncompressed) decompressor are needed to see this picture. “Add Friend” is explicit comments are implicit
52. Slide 52: 5 Game Mechanics 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization
53. Slide 53: Customization increases investment, creates barriers to exit Choose your favorite MetroGirl Customized eBay interface
54. Slide 54: “Automatic” Customization is fun and engaging Amazon Home Page Flickr Home Page
55. Slide 55: Character Customization is especially powerful Female Characters in WOW Female Profiles in MySpace
56. Slide 56: Let’s look at one successful social network through the lens of game mechanics…
57. Slide 57: How is MySpace like a game? 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization
58. Slide 58: How is MySpace like a game? 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization
59. Slide 59: How is MySpace like a game? 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization
60. Slide 60: How is MySpace like a game? 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization
61. Slide 61: How is MySpace like a game? 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization
62. Slide 62: Now, let’s look at how game mechanics can make a “serious” game more fun
63. Slide 63: are needed and a TIFF (Uncompressed) picture. QuickTimeﾪ to see this decompressor are needed and a TIFF (Uncompressed) picture. QuickTimeﾪ to see this decompressor Brain Age (Nintendo DS)
64. Slide 64: Collecting motivates repeat play 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization Collect daily stamps Collect new games
65. Slide 65: Points are tracked over time 1. Collecting 2. Points 3. Feedback 4. Exchanges Points for a round 5. Customization Points over time
66. Slide 66: Feedback works at different time scales 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization Short term: correct? Long term: Brain age
67. Slide 67: Feedback & instructions are conversational 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization He introduces He evaluates You play
68. Slide 68: Customization via handwriting… 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization Custom signature Custom stamp
69. Slide 69: …and time-aware dialog 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization Brain Age is aware of time
70. Slide 70: Creating the illusion of awareness 1. Collecting 2. Points 3. Feedback 4. Exchanges 5. Customization Program remembers when you last logged in
71. Slide 71: Now let’s look at a popular local review site from a game design perspective
72. Slide 72: Collecting: Reviews, Friends, Compliments • Collecting • Points • Feedback • Exchanges • Customization
73. Slide 73: Multiple Leaderboards showcase different metrics • Collecting • Points • Feedback • Exchanges • Customization
74. Slide 74: Users get immediate feedback when posting/rating reviews • Collecting • Points • Feedback • Exchanges • Customization
75. Slide 75: “Compliments” function as impicit exchanges • Collecting • Points • Feedback • Exchanges • Customization
76. Slide 76: Profiles offer rich Character Customization • Collecting • Points • Feedback • Exchanges • Customization
77. Slide 77: Looking Ahead expect to see more “serious” applications that feel like games… …and games that incorporate communities
78. Slide 78: Resources Contact amazon.com bonesinmotion.com amyjo@shufflebrain.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/