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Smart Gamification: Social Game Design for a Connected World

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Amy Jo Kim
Amy Jo Kim
Entertainment & HumorDesign
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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 ,[object Object]
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 ,[object Object],[object Object]
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 ,[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object]
Social Game Design for a Connected World ,[object Object],[object Object]
Social Game Design for a Connected World ,[object Object],[object Object],[object Object]
Social Game Design for a Connected World ,[object Object],[object Object],[object Object],[object Object]
Social Game Design for a Connected World ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social Game Design for a Connected World ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Game Design for a Connected World ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tom Chatfield 7 Lessons Learned From Games Tom Chatfield ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Jesse Schell Jesse Schell

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Smart Gamification: Social Game Design for a Connected World

Editor's Notes

  1. 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.