Putting the Fun in FunctionalPresentation Transcript
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
Amy Jo Kim: Creative Director ShuffleBrain
Trained in Psych, Neuroscience, CompSci
Design social games, Web communities, mobile services
Author, “Community Building on the Web”
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 :-)
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
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
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
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