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.
  • Virtual Goods, Real Pleasure

    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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