Smart Gamification: Social Game Design for a Connected World

a brief history of social gaming

Social games have long been designed to develop useful, real-world skills

Team Sports build collaboration, develop skills, celebrate prowess

Role-playing Games invoke creativity…

… and develop team skills

What do these examples have in common?

The core activity is BATTLE

What other Core Activities could we have?

Crafting (social games)

Running (workout games)

Voting (crowd games)

Sharing Knowledge (Q&A games)

Gamification an over-hyped meme pointing to a larger trend

Games are everywhere – everyone’s a gamer

Games forms are morphing rapidly We’re living in a Gambrian Explosion Will Wright

Social games are an increasingly big part of how we stay socially connected

SMARTgames: 5 Keys to Social Game Design

Know the engagement style of your players

Who’s Playing? How do they like to engage?

Content Players Interacting Acting What’s your Engagement Style?

Content Players Interacting Acting What’s your Engagement Style? Explore Express Compete Collaborate

Content Players Interacting Acting What are your 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

Compete Verbs Win, Beat, Brag, Taunt, Challenge

Collaborate Verbs Share, Help, Gift, Greet, Exchange, Join, Trade

Express Verbs choose, customize, layout, design, create

Explore Verbs view, search, collect, complete, curate

Design for onboarding, habit-buidling & mastery

3 Key Stages of a Player’s Lifecycle Onboarding Habit-Building Mastery Newbie Regular Enthusiast

Newbies needs onboarding (welcome + goals + progress + achievable rewards)

Regulars need fresh content/activities/challenges

Enthusiasts need exclusivity, recognition, impact

Easy to learn, hard to master…?

What does it take to master this game?

If I play well, what skill am I developing?

Design for onboarding, habit-building & mastery
Put PERMA into your core engagement loops

What is PERMA? P ositive E motions R elationships M eaning A ccomplishment Let’s make real life more like a game Jane McGonigal Martin Seligman

What is an Engagement Loop? 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

Farmville crops  pleasure, satisfaction, self-expression

Foursquare recommendations  fun, useful, social

Amazon messaging  informative, trustworthy Shipping confirmation Purchase confirmation

Engagement changes during a player’s lifecycle Onboarding Habit-Building Mastery

Design for onboarding, habit-building and mastery
Use progress mechanics to light the way

Mechanics guide your player towards learning and mastery

As players progress, increase the challenge This is what designing for engagement is all about

Nike+ Coach: clear feedback + progressive goals

Reward players with power, autonomy and belonging

Rank-ordering Intrinsic Motivation

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

Extrinsic Motivators  completing tasks Task Completion  LinkedIn Progress Bar

Intrinsic Motivators  deeper engagement Modcloth’s crowd-sourced clothing line

Crowd-sourced stats  community awareness it feels good to be part of something larger than yourself

Social Game Design for a Connected World SMARTgames RECAP: 5 Keys + 2 extra-credit tips

Social Game Design for a Connected World

Build a system that’s easy to learn, hard to master

Build a system that’s easy to learn, hard to master
As players progress, increase the challenge & complexity

THANK YOU! @amyjokim on Twitter [email_address] http://about.me/amyjokim http://www.shufflebrain.com

ADDITIONAL RESOURCES Introductory Level Printable Charts – Lifecycle, Social Verbs ‘ Drive’ by Daniel Pink (crib notes) ‘ Fun Inc’ by Tom Charfield (7 design principles) Art of Game Design by Jesse Schell (good overview)

Content Players Interacting Acting What’s your Engagement Style? Explore Express Compete Collaborate

Content Players Interacting Acting What are your 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

3 Key Stages of a Player’s Lifecycle Onboarding Habit-Building Mastery Newbie Regular Enthusiast

Carrots & sticks are so last century. For 21st century work, we need to upgrade to autonomy, mastery & purpose.
When it comes to motivation, there’s a gap between what science knows and what business does. Our current business operating system–which is built around external, carrot-and-stick motivators–doesn’t work and often does harm. We need an upgrade. And the science shows the way.
This approach has three key elements:
Autonomy –the desire to direct our own lives.
Mastery — the urge to get better and better at something that matters.
Purpose — AKA belonging, the yearning to put our energy in service of something larger than ourselves

Tom Chatfield 7 Lessons Learned From Games Tom Chatfield
Progress: Bars, Levels, Points, Badges, Customization – we like to see our progress
Missions: Provide multiple long-and-short-term aims for players to tackle
Credit: track & reward effort, not just achievement
Feedback : tangibly link actions to consequences
Surprise: add the Element of Uncertainty to drive and sustain interest
People: we're most engaged by people – esp collaborating in groups
Engagement: games are tuned to dole out rewards that engage the brain and keep us wanting more

Jesse Schell Jesse Schell

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Smart Gamification: Social Game Design for a Connected World

by Amy Kim on May 05, 2011

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Smart Gamification: Social Game Design for a Connected World — Presentation Transcript