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
    • Collecting
  • 17. Show me your stuff!
  • 18. 5 Game Mechanics
    • Collecting
    • Points
  • 19. Earn Points, Level Up
  • 20. Social Points are given by other players
  • 21. 5 Game Mechanics
    • Collecting
    • Points
    • Feedback
  • 22. Feedback accelerates mastery and adds fun
  • 23. 5 Game Mechanics
    • Collecting
    • Points
    • Feedback
    • Exchanges
  • 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
    • Collecting
    • Points
    • Feedback
    • Exchanges
    • Customization
  • 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)