Putting the Fun in Functional

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

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

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

Collecting

Points

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

Collecting

Points

Feedback

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

Collecting

Points

Feedback

Exchanges

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

Collecting

Points

Feedback

Exchanges

Customization

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?

Collecting

Points

Feedback

Exchanges

Customization

Collecting

Points

Feedback

Exchanges

Customization

Collecting

Points

Feedback

Exchanges

Customization

Collecting

Points

Feedback

Exchanges

Customization

Collecting

Points

Feedback

Exchanges

Customization

Now, let’s look at how game mechanics can make a “serious” game more fun

Brain Age (Nintendo DS)

Collecting motivates repeat play

Collecting

Points

Feedback

Exchanges

Customization

Collect daily stamps Collect new games

Points are tracked over time

Collecting

Points

Feedback

Exchanges

Customization

Points over time Points for a round

Feedback works at different time scales

Collecting

Points

Feedback

Exchanges

Customization

Short term: correct? Long term: Brain age

Feedback & instructions are conversational

Collecting

Points

Feedback

Exchanges

Customization

He introduces You play He evaluates

Customization via handwriting…

Collecting

Points

Feedback

Exchanges

Customization

Custom signature Custom stamp

… and time-aware dialog

Collecting

Points

Feedback

Exchanges

Customization

Brain Age is aware of time

Creating the illusion of awareness

Collecting

Points

Feedback

Exchanges

Customization

Program remembers when you last logged in

Now let’s look at a popular local review site from a game design perspective

Collecting: Reviews, Friends, Compliments

Collecting

Points

Feedback

Exchanges

Customization

Multiple Leaderboards showcase different metrics

Collecting

Points

Feedback

Exchanges

Customization

Users get immediate feedback when posting/rating reviews

Collecting

Points

Feedback

Exchanges

Customization

“ Compliments” function as impicit exchanges

Collecting

Points

Feedback

Exchanges

Customization

Profiles offer rich Character Customization

Collecting

Points

Feedback

Exchanges

Customization

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 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