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Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
Virtual Goods, Real Pleasure
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Virtual Goods, Real Pleasure

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  • talk about how you're building a platform for brain fitness to put people in the right mindset
  • 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.
  • 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.
  • Transcript

    • 1. Virtual Goods, Real Pleasure Game Mechanics and Virtual Economies
    • 2. What are Virtual Goods?
    • 3. Digital items w/Contextual Meaning
    • 4. Decorative Goods Don’t affect stats or gameplay
    • 5. Functional Goods Makes a difference in stats or gameplay
    • 6. What activities are enabled by Virtual Goods?
    • 7. Socializing Enhanced Visual Identity
    • 8. Shopping / Decorating the pleasure of getting new stuff
    • 9. Enhanced Gameplay (Time-Vs-Money)
    • 10. What is a Game?
    • 11. Formal Definition a system in which players engage in an artificial conflict , defined by rules , that results in a quantifiable outcome * *from Rules of Play by Eric Zimmerman and Katie Salen
    • 12. Informal Definition a structured experience with rules and goals that’s fun
    • 13. Games tap into our primal response patterns
    • 14. Games engage us in flow
    • 15. What are Game Mechanics? the systems and features that make games fun , compelling and addictive
    • 16. 5 Game Mechanics <ul><li>Collecting </li></ul>
    • 17. Show me your stuff!
    • 18. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul>
    • 19. Earn Points, Level Up
    • 20. Social Points are given by other players
    • 21. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul>
    • 22. Feedback accelerates mastery and adds fun
    • 23. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul>
    • 24. Exchanges are structured social interactions basic, primal form of social engagement
    • 25. Implicit vs Explicit Exchanges Wall posts are implicit “ Add Friend” is explicit (facebook, myspace)
    • 26. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
    • 27. Character Customization
    • 28. Interface Customization
    • 29. How are game mechanics driving virtual economies?
    • 30. Collect Stuff, Show Off
    • 31. Buy Stuff / Boost Stats / Level Up
    • 32. Feedback on Progress & Mastery
    • 33. Feedback on Progress & Mastery
    • 34. Use Stuff for Social Exchanges
    • 35. Gifting to Show you Care
    • 36. Gifting for Recruiting New Players
    • 37. Customization
    • 38. Virtual Goods 101 Create a Meaningful Context “ Prime the pump” with free goods and/or currency Create demand for premium content Offer ongoing fresh content at a range of price points Make it EZ to purchase currency
    • 39. Virtual Goods evoke real emotions…
    • 40. … in a well-understood social context
    • 41. Virtual Economies drive ongoing use…
    • 42. … and turn a game into a service
    • 43. Game mechanics provide goals & rewards…
    • 44. … and careful balancing to work properly
    • 45. Thank You! [email_address] @amyjokim (Twitter) Amy Jo Kim (FB, Skype, SlideShare)

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