Amy Jo Kim, Ph.D.  © 2011 All Rights Reserved Smart Gamification How to Build  Sustainable Social Systems
my life as a social gamer
The many faces of gamification
What’s the larger trend?
Will Wright – Creator of The Sims, SimCity, Spore We’re in a  Gambrian Explosion
everyone’s a gamer Games are everywhere
social games help us stay connected
social games help us achieve our goals
How can we navigate this  fast-changing terrain?
1. Know your players’  social style Lifecycle Design: Sustainable Social Systems
Who’s Playing? How do they like to engage?
Jane McGonigal Richard Bartle Points, Badges, Levels, Leaderboards… appeal primarily to Achievers
Killers Achievers Socializers Explorers Bartles MUD Player Types (1996)
Compete Coop Explore Express Kim’s Social Engagement Verbs (2011)
Competitive Verbs Win, Beat, Brag, Taunt, Challenge, Pass, Fight
Cooperative Verbs Join, Share, Help, Gift, Greet, Exchange, Trade
Exploration Verbs view, read, search, collect, complete, curate
Expressive Verbs choose, customize, layout, design, dress up, showoff
Content Players Interacting Acting What are YOUR social engagement verbs? Explore Express Compete Collaborate Give Help Co...
2. Design for 3 key lifecycle stages 1. Know your players’  social style Lifecycle Design: Sustainable Social Systems
The Player Lifecycle: 3 Key Stages Onboarding Habit-Building Mastery Newbie Regular Enthusiast
Jane McGonigal With games,  fun  arises out of  mastery .  Learning  is the drug.
Regulars need fresh content/activities/challenges Newbies need to learn the ropes (welcome + goals + progress + achievable...
Regulars need fresh content/activities/challenges
Enthusiasts need exclusivity, recognition, impact
PRO TIP: create an “elder game” – e.g. systems that identify, leverage and empower your enthusiasts
2. Design for 3 key lifecycle stages 1. Know your players’  social style Lifecycle Design: Sustainable Social Systems 3. P...
P ositive  Emotions experiencing joy, pleasure, fun, safety, etc E ngagement / Flow being consciously involved in our acti...
Harvesting crops    visual pleasure, self-expression
Get nearby recommendations    social serendipity
Amazon messaging    staying informed, building trust Shipping confirmation Purchase confirmation
Deconstructing Engagement Loops Positive Emotion Fun / Delight / Trust / Pride / Curious Newbie Onboarding (social) Call t...
Newbie Enthusiast Regular Novice Expert Master Engagement changes during a player’s lifecycle
4. Light the way to mastery with progress mechanics 3. Put PERMA into your engagement loops 2. Design for for 3 key lifecy...
In a good game, the mechanics guide you towards learning and mastery
Dynamics Mechanics Aesthetics Player Journey Think Like a Game Designer Game mechanics are only part of the picture
Progressive Unlocks Appointments Dynamics Game Dynamics are patterns over time Dynamic Systems Reward Schedules Pacing
Patterns can be programmed into game systems Reward Schedules    Habits, Surprise, Addiction
Game Mechanics make progress visible Levels Player Journey Points Leaderboards Badges Missions Mechanics Virtual Goods
Mechanics “light the way” in a player’s journey
Fun Delight Envy Pride Aesthetics Game Aesthetics evoke emotion Surprise Satisfaction Trust Connection Curiosity
Emotion drives action & engagement A good game takes the player on an emotional journey over time
Sustained Engagement (AKA flow) is achieved by  Increasing Challenge (AKA mastery)
PRO TIP: deliver increased challenge & complexity  as your players’ skills improve
4. Light the way to mastery with progress mechanics 2. Design for their lifecycle stages 1. Know your players’  social sty...
Autonomy  –the desire to direct our own lives.  Mastery  — the urge to get better at something that matters. Purpose  — AK...
Rank-ordering Intrinsic Motivation
Autonomy Belonging Fun Self-Knowledge Mastery Power Love Prizes Points Levels  Leaderboards Badges Learning Quests Intrins...
Extrinsic Motivators    completing tasks Task Completion    LinkedIn Progress Bar
Intrinsic Motivators    sustained engagement it feels good to be part of something larger than yourself
PRO TIP: use feedback & rewards to support intrinsically motivating activity
CASE STUDY: modcloth
What’s their intrinsic motivation?  What’s the unmet need / intrinsic motivation?  “ I express my individuality and style ...
Samples and prototypes can be dropped due to low order volume. Need a system to  mitigate risk  of meeting production mini...
6,550 Total Votes 268 Total Comments Engagement Loop: Vote, Discuss, Buy What’s the positive emotion inside that activity?
 
 
Give Help Comment Like Share Greet Collect Rate View Review Vote Curate Win Challenge Showoff Taunt Create Design Customiz...
What can players learn and accomplish? “ together we’re creating a custom clothing line”
What did Modcloth learn & accomplish?  The best indicator for what sells is PASSION, not just votes
Thank You @amyjokim  on Twitter http://about.me/amyjokim http://www.shufflebrain.com
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Smart Gamification

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  • Amy,
    Excellent presentation. A great number of very helpful pragmatic approaches:
    * Kim's verbs
    * three stages of the player lifecycle
    * deconstructing the cycle
    * PERMA (also interesting in relation to Five Ways to Wellbeing from nef in the UK)
    * engagement loops (& their deconstuction & reconstitution)
    * game designer thinking

    You lost me a little bit with your final example...

    Thanks, Amy! Great stuff!

    CJ
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    Tenham todos uma excelente semana
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  • Great summary! Thx, Amy!
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  • Thanx,this slide is very useful to me.
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  • Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  • Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  • An example of the type of participation we see: 11% of our audience has participated in BTB without ever really being directed there
  • After the voting period closes, We pick the winners based on an algorithm that takes into account how historical voting patterns typically correlate with future sales unexpected: total number of votes more indicative of future sales than the ration of + to -
  • Smart Gamification

    1. 1. Amy Jo Kim, Ph.D. © 2011 All Rights Reserved Smart Gamification How to Build Sustainable Social Systems
    2. 2. my life as a social gamer
    3. 3. The many faces of gamification
    4. 4. What’s the larger trend?
    5. 5. Will Wright – Creator of The Sims, SimCity, Spore We’re in a Gambrian Explosion
    6. 6. everyone’s a gamer Games are everywhere
    7. 7. social games help us stay connected
    8. 8. social games help us achieve our goals
    9. 9. How can we navigate this fast-changing terrain?
    10. 10. 1. Know your players’ social style Lifecycle Design: Sustainable Social Systems
    11. 11. Who’s Playing? How do they like to engage?
    12. 12. Jane McGonigal Richard Bartle Points, Badges, Levels, Leaderboards… appeal primarily to Achievers
    13. 13. Killers Achievers Socializers Explorers Bartles MUD Player Types (1996)
    14. 14. Compete Coop Explore Express Kim’s Social Engagement Verbs (2011)
    15. 15. Competitive Verbs Win, Beat, Brag, Taunt, Challenge, Pass, Fight
    16. 16. Cooperative Verbs Join, Share, Help, Gift, Greet, Exchange, Trade
    17. 17. Exploration Verbs view, read, search, collect, complete, curate
    18. 18. Expressive Verbs choose, customize, layout, design, dress up, showoff
    19. 19. Content Players Interacting Acting What are YOUR social engagement verbs? Explore Express Compete Collaborate Give Help Comment Like Share Greet Collect Rate View Review Vote Curate Win Challenge Showoff Compare Taunt Create Design Customize Choose Purchase Decorate Build
    20. 20. 2. Design for 3 key lifecycle stages 1. Know your players’ social style Lifecycle Design: Sustainable Social Systems
    21. 21. The Player Lifecycle: 3 Key Stages Onboarding Habit-Building Mastery Newbie Regular Enthusiast
    22. 22. Jane McGonigal With games, fun arises out of mastery . Learning is the drug.
    23. 23. Regulars need fresh content/activities/challenges Newbies need to learn the ropes (welcome + goals + progress + achievable rewards)
    24. 24. Regulars need fresh content/activities/challenges
    25. 25. Enthusiasts need exclusivity, recognition, impact
    26. 26. PRO TIP: create an “elder game” – e.g. systems that identify, leverage and empower your enthusiasts
    27. 27. 2. Design for 3 key lifecycle stages 1. Know your players’ social style Lifecycle Design: Sustainable Social Systems 3. Put PERMA into your engagement loops
    28. 28. P ositive Emotions experiencing joy, pleasure, fun, safety, etc E ngagement / Flow being consciously involved in our activities R elationships enjoyable/supportive interactions w/others M eaning creating a purposeful narrative A ccomplishment Completing goals + following core values Martin Seligman What is PERMA? Key Findings From Positive Psychology
    29. 29. Harvesting crops  visual pleasure, self-expression
    30. 30. Get nearby recommendations  social serendipity
    31. 31. Amazon messaging  staying informed, building trust Shipping confirmation Purchase confirmation
    32. 32. Deconstructing Engagement Loops Positive Emotion Fun / Delight / Trust / Pride / Curious Newbie Onboarding (social) Call to Action Customize / Share / Help / Compete Player (re)Engagement Task / Mission / Game / Quiz / Gift Visible Progress Stats / Challenges / Awards / Messages
    33. 33. Newbie Enthusiast Regular Novice Expert Master Engagement changes during a player’s lifecycle
    34. 34. 4. Light the way to mastery with progress mechanics 3. Put PERMA into your engagement loops 2. Design for for 3 key lifecycle stages 1. Know your players’ social style Lifecycle Design: Sustainable Social Systems
    35. 35. In a good game, the mechanics guide you towards learning and mastery
    36. 36. Dynamics Mechanics Aesthetics Player Journey Think Like a Game Designer Game mechanics are only part of the picture
    37. 37. Progressive Unlocks Appointments Dynamics Game Dynamics are patterns over time Dynamic Systems Reward Schedules Pacing
    38. 38. Patterns can be programmed into game systems Reward Schedules  Habits, Surprise, Addiction
    39. 39. Game Mechanics make progress visible Levels Player Journey Points Leaderboards Badges Missions Mechanics Virtual Goods
    40. 40. Mechanics “light the way” in a player’s journey
    41. 41. Fun Delight Envy Pride Aesthetics Game Aesthetics evoke emotion Surprise Satisfaction Trust Connection Curiosity
    42. 42. Emotion drives action & engagement A good game takes the player on an emotional journey over time
    43. 43. Sustained Engagement (AKA flow) is achieved by Increasing Challenge (AKA mastery)
    44. 44. PRO TIP: deliver increased challenge & complexity as your players’ skills improve
    45. 45. 4. Light the way to mastery with progress mechanics 2. Design for their lifecycle stages 1. Know your players’ social style 5. Motivate Players with intrinsic rewards Lifecycle Design: Sustainable Social Systems 3. Put PERMA into your engagement loops
    46. 46. Autonomy –the desire to direct our own lives. Mastery — the urge to get better at something that matters. Purpose — AKA belonging, desire to be part of something bigger than ourselves
    47. 47. Rank-ordering Intrinsic Motivation
    48. 48. Autonomy Belonging Fun Self-Knowledge Mastery Power Love Prizes Points Levels Leaderboards Badges Learning Quests Intrinsic value > Extrinsic Rewards Sex Meaning Gold Stars Progress Bar Money
    49. 49. Extrinsic Motivators  completing tasks Task Completion  LinkedIn Progress Bar
    50. 50. Intrinsic Motivators  sustained engagement it feels good to be part of something larger than yourself
    51. 51. PRO TIP: use feedback & rewards to support intrinsically motivating activity
    52. 52. CASE STUDY: modcloth
    53. 53. What’s their intrinsic motivation? What’s the unmet need / intrinsic motivation? “ I express my individuality and style with cute clothes” Who are the players? What’s their social style?
    54. 54. Samples and prototypes can be dropped due to low order volume. Need a system to mitigate risk of meeting production minimums What’s the business need?
    55. 55. 6,550 Total Votes 268 Total Comments Engagement Loop: Vote, Discuss, Buy What’s the positive emotion inside that activity?
    56. 58.
    57. 59. Give Help Comment Like Share Greet Collect Rate View Review Vote Curate Win Challenge Showoff Taunt Create Design Customize Choose Purchase Decorate Build Describe Pummel What are the Key Engagement Verbs? Explore Express Compete Collaborate
    58. 60. What can players learn and accomplish? “ together we’re creating a custom clothing line”
    59. 61. What did Modcloth learn & accomplish? The best indicator for what sells is PASSION, not just votes
    60. 62. Thank You @amyjokim on Twitter http://about.me/amyjokim http://www.shufflebrain.com
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