Virtual Goods, Real Pleasure  Game Mechanics and Virtual Economies
What are Virtual Goods?
Digital items w/Contextual Meaning
Decorative Goods Don’t affect stats or gameplay
Functional Goods Makes a difference in stats or gameplay
What activities are enabled  by Virtual Goods?
Socializing Enhanced Visual Identity
Shopping / Decorating the pleasure of getting new stuff
Enhanced Gameplay (Time-Vs-Money)
What is a Game?
Formal Definition   a   system   in which players engage in   an   artificial conflict ,  defined by   rules ,  that resul...
Informal Definition   a   structured experience   with   rules  and  goals that’s  fun
Games tap into our  primal response patterns
Games engage us in  flow
What are  Game Mechanics? the  systems  and  features  that make games  fun ,  compelling  and  addictive
5 Game Mechanics <ul><li>Collecting </li></ul>
Show me your stuff!
5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul>
Earn Points, Level Up
Social Points are given by other players
5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul>
Feedback accelerates mastery and adds fun
5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li><...
Exchanges are structured social interactions basic, primal form of social engagement
Implicit vs Explicit Exchanges Wall posts are implicit “ Add Friend” is explicit (facebook, myspace)
5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li><...
Character   Customization
Interface Customization
How are game mechanics  driving virtual economies?
Collect Stuff, Show Off
Buy Stuff / Boost Stats / Level Up
Feedback on Progress & Mastery
Feedback on Progress & Mastery
Use Stuff for Social Exchanges
Gifting to Show you Care
Gifting for Recruiting New Players
Customization
Virtual Goods 101 Create a Meaningful Context “ Prime the pump” with free goods and/or currency Create demand for premium ...
Virtual Goods evoke real emotions…
… in a well-understood social context
Virtual Economies drive ongoing use…
…  and turn a game into a service
Game mechanics provide goals & rewards…
…  and careful balancing to work properly
Thank You! [email_address] @amyjokim (Twitter) Amy Jo Kim (FB, Skype, SlideShare)
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Virtual Goods, Real Pleasure

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

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