Smart Gamification: Social Game Design for a Connected World
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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.

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

  • Amy Jo Kim, Ph.D. © 2010 All Rights Reserved 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
  • 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
  • SMARTgames: 5 Keys to Social Game Design
    • Know the engagement style of your players
    • 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?
  • SMARTgames: 5 Keys to Social Game Design
    • Know the engagement style of your players
    • 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
  • SMARTgames: 5 Keys to Social Game Design
    • Know the engagement style of your players
    • Design for onboarding, habit-building and mastery
    • Put PERMA into your core engagement loops
    • 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
  • SMARTgames: 5 Keys to Social Game Design
    • Know the engagement style of your players
    • Design for onboarding, habit-building and mastery
    • Put PERMA into your core engagement loops
    • Use progress mechanics to light the way
    • 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
    • Know the engagement style of your players
  • Social Game Design for a Connected World
    • Know the engagement style of your players
    • Design for onboarding, habit-building and mastery
  • Social Game Design for a Connected World
    • Know the engagement style of your players
    • Design for onboarding, habit-building and mastery
    • Put PERMA into your core engagement loops
  • Social Game Design for a Connected World
    • Know the engagement style of your players
    • Design for onboarding, habit-building and mastery
    • Put PERMA into your core engagement loops
    • Use progress mechanics to light the way
  • Social Game Design for a Connected World
    • Know the engagement style of your players
    • Design for onboarding, habit-building and mastery
    • Put PERMA into your core engagement loops
    • Use progress mechanics to light the way
    • Reward players with power, autonomy and belonging
  • Social Game Design for a Connected World
    • Know the engagement style of your players
    • Design for onboarding, habit-building and mastery
    • Put PERMA into your core engagement loops
    • Use progress mechanics to light the way
    • Reward players with power, autonomy and belonging
    • Build a system that’s easy to learn, hard to master
  • Social Game Design for a Connected World
    • Know the engagement style of your players
    • Design for onboarding, habit-building and mastery
    • Put PERMA into your core engagement loops
    • Use progress mechanics to light the way
    • Reward players with power, autonomy and belonging
    • 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