Workshop:
           Game Design for
           Social Networks
                     @ MindTrek, Oct 2nd, 2009


         ...
Aki’s
Background
 Resume at Prezi.com
The focus:
50 million
    active
  monthly
     users
Concept
     design
process for
    the day
Idea
production:

  Quantity
   breeds
   quality
From Idea
evaluation

to Concept
   design &
  iteration
Design
 template to
   structure
your concept
  design task
Takeaway:
   High level
   documen-
    tation to
communicate
   your idea
Concept
presentation:
  Articulating
your design &
 reflecting on
          your
     decisions
•  10.00: Introduction to workshop and
               participants
Programme   •  10.15 Lecture: The Design and
          ...
•    12.30 Introduction: Design Drivers & Patterns for
Programme        Social Games

            •    13.00 Exercise: Soc...
Concept
     design
process for
    the day
Let’s get it
             done




http://www.flickr.com/photos/lizhenry/3489717185/
The Design and
Business of
Networked Play
Focus of the
         day   •  Not: the ‘games people play’
                 in social networks
               •  Yes: Gam...
Business of
     ‘social   •  Zynga, the market leader in
                 social game development,
    games’       aims ...
Success    •  For a social game, he said
             success is driven by by
 factors     virality, engagement, and
     ...
Top
 Applications
 2009-09-30




http://www.appdata.com
Top Games
 Applications
 2009-09-30




http://www.appdata.com
Top Game
  Application
  Developers
  2009-09-30




http://www.appdata.com
Social
Networks




 There are also other
   big fish in the sea
•  A company’s success on
  Zynga’s      Facebook revolves around
recipe for     three factors:
  success      •  ability ...
Networked Play
Motivations, Qualities, Design
What is
           •  ‘game design’ is ‘the process
             of designing the content and
  ‘Game      rules of a game...
Social Game
  Design goes   •  Into the realm of Interaction
beyond game       design:
 design as we     •  ‘Interaction d...
Social Game
  Design goes
                •  Into the realm of Service
                  Design:
beyond game
 design as we...
Motivations    •  Social connectedness,
  for social   •  Psychological well-being,
 media use     •  Gratification,
 (Ben...
Four    •  Peter Kollock (1999) has
 motivations     defined four motivations for
                 contributing in online
...
Designing
opportunities
for players to   •  = designing social game
                   mechanics as means of
express their...
Playful    •  Inherent Sociability
 qualities of   •  Spontaneity
network use
   (adapted     •  Symbolic Physicality
  fr...
Inherent
sociability
Spontaneity
Symbolic
Physicality
Narrativity
Asynch-
ronicity
Social Game
      Design
 Framework
Designing
 Networked,
 Social Play:
     Beyond
game design
Design:
Breakdown
Design:
Breakdown
Design:
Breakdown
Design:
Breakdown
Design:
Breakdown
Design:
Breakdown
Designing Social
Game Concepts
Getting it done
Exercise #1



              Add description of
              your game mechanic
              here
Design:
Breakdown
Identifying
  motivations->

          designing
     mechanics in a
    way that allows
   them to become
ways for player...
http://gamelab.uta.fi/gamespacetool/
  VNA gives
you starting
  points for
  designing
       your
 mechanics
Social game
 mechanics:

Designing interaction
 loops where players
   use verbs towards
       goals, and the
   network ...
Exercise #1



              Add description of
              your game mechanic
              here
Exercise #2

   Designing for the
   network, for the
casual mindset, and
    how it is virally
 engaged into play –
   ev...
Design:
Breakdown
Design:
Breakdown
Design:
Breakdown
1-click
 accessibility
   to support               Rescue Princess 
 spontaneity

                            Press the bu...
Compressing
    complex
sequences of
events into 1
        click




Daniel Cook
http://www.lostgarden.com
Social Game
      Design
   Patterns

   Pattern:
      Feed
propagation
Social Game
      Design
   Patterns

        Feed
 propagation,
case example
        from    Appealing to players’ empath...
Feed
propagation
   supports
  discussion
Social Game
      Design
   Patterns

   Pattern:
Chain letter
     quests
Service /
Propagation
     Design
   Patterns

    Pattern:
Notifications
Service /
Propagation
     Design
  Patterns:

Anti-Pattern:
     Request
       Flood
LinkedIn:
The Quest
Design:
Breakdown
Exercise #1   •  Activity is more important
                than actual result
    debrief
              •  We aim at Qual...
Social Game
      Design
 Framework
Exercise #3

Social networks shift
  playtesting towards
metric-driven feature
     optimization and
constant deployment
 ...
Design:
Breakdown
Design:
Breakdown
Day’s
process &
   results
Feedback &   •  Aki Järvinen, Ph.D.
   Contact   •  +358 40 504 1367
             •  aki@mygamestudies.com
             • ...
Social Games Design Workshop
Social Games Design Workshop
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Social Games Design Workshop

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My slides from the workshop I tutored at the MindTrek 2009 conference in Finland. The workshop showcases methods and findings that will be published in my forthcoming book on social games.

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Social Games Design Workshop

  1. 1. Workshop: Game Design for Social Networks @ MindTrek, Oct 2nd, 2009 Aki Järvinen, PhD mygamestudies.com / IT University of Copenhagen
  2. 2. Aki’s Background Resume at Prezi.com
  3. 3. The focus: 50 million active monthly users
  4. 4. Concept design process for the day
  5. 5. Idea production: Quantity breeds quality
  6. 6. From Idea evaluation to Concept design & iteration
  7. 7. Design template to structure your concept design task
  8. 8. Takeaway: High level documen- tation to communicate your idea
  9. 9. Concept presentation: Articulating your design & reflecting on your decisions
  10. 10. •  10.00: Introduction to workshop and participants Programme •  10.15 Lecture: The Design and Business of Networked Play •  11.00 break •  11.15 Exercise: Brainstorming social network game mechanics •  11.45 Exercise debrief & Introduction to design templates •  12.00 Lunch Break
  11. 11. •  12.30 Introduction: Design Drivers & Patterns for Programme Social Games •  13.00 Exercise: Social Game Design •  13.30 Exercise: Designing the Service Aspect •  14.00 Coffee break •  14.30 Iterating the Game Concept & Preparing game concept presentations •  15.00 Concept presentations & Evaluations •  15.45 Workshop debrief & closing
  12. 12. Concept design process for the day
  13. 13. Let’s get it done http://www.flickr.com/photos/lizhenry/3489717185/
  14. 14. The Design and Business of Networked Play
  15. 15. Focus of the day •  Not: the ‘games people play’ in social networks •  Yes: Game applications for social networks •  In particular: Facebook
  16. 16. Business of ‘social •  Zynga, the market leader in social game development, games’ aims at 1 million $ revenue per day •  Reportedly they are half way there
  17. 17. Success •  For a social game, he said success is driven by by factors virality, engagement, and monetization. “Each of these variables you can effect over time. None of them are fixed [variables].” - PlayFish COO
  18. 18. Top Applications 2009-09-30 http://www.appdata.com
  19. 19. Top Games Applications 2009-09-30 http://www.appdata.com
  20. 20. Top Game Application Developers 2009-09-30 http://www.appdata.com
  21. 21. Social Networks There are also other big fish in the sea
  22. 22. •  A company’s success on Zynga’s Facebook revolves around recipe for three factors: success •  ability to maximize viral channels (to drive new users), •  the ability to create an effective internal engagement loop within an application, and •  access to an open communication channel with Facebook’s platform people.
  23. 23. Networked Play Motivations, Qualities, Design
  24. 24. What is •  ‘game design’ is ‘the process of designing the content and ‘Game rules of a game. Design’, •  also used to describe both the anyway? game design embodied in an actual game as well as documentation that describes such a design. •  This is indeed what the workshop is about, but...
  25. 25. Social Game Design goes •  Into the realm of Interaction beyond game design: design as we •  ‘Interaction design is the art of know it facilitating interactions between humans through products and services.’ (Dan Saffer) •  And, furthermore...
  26. 26. Social Game Design goes •  Into the realm of Service Design: beyond game design as we •  ‘A service is a chain of activities that form a process and have know it value for the end user.’ •  service design focuses on context, i.e. ‘the entire system of use’.
  27. 27. Motivations •  Social connectedness, for social •  Psychological well-being, media use •  Gratification, (Benkler) •  Material gain •  All these can be facilitated through designing play, and games
  28. 28. Four •  Peter Kollock (1999) has motivations defined four motivations for contributing in online for communities: contributing in online •  Reciprocity, communities •  Reputation, •  Increased sense of efficacy, and •  Attachment to and need of a group.
  29. 29. Designing opportunities for players to •  = designing social game mechanics as means of express their interaction that allow players motives to express their motives
  30. 30. Playful •  Inherent Sociability qualities of •  Spontaneity network use (adapted •  Symbolic Physicality from Rao) •  Narrativity •  Asynchronicity
  31. 31. Inherent sociability
  32. 32. Spontaneity
  33. 33. Symbolic Physicality
  34. 34. Narrativity
  35. 35. Asynch- ronicity
  36. 36. Social Game Design Framework
  37. 37. Designing Networked, Social Play: Beyond game design
  38. 38. Design: Breakdown
  39. 39. Design: Breakdown
  40. 40. Design: Breakdown
  41. 41. Design: Breakdown
  42. 42. Design: Breakdown
  43. 43. Design: Breakdown
  44. 44. Designing Social Game Concepts Getting it done
  45. 45. Exercise #1 Add description of your game mechanic here
  46. 46. Design: Breakdown
  47. 47. Identifying motivations-> designing mechanics in a way that allows them to become ways for players to express and enact their motivations
  48. 48. http://gamelab.uta.fi/gamespacetool/ VNA gives you starting points for designing your mechanics
  49. 49. Social game mechanics: Designing interaction loops where players use verbs towards goals, and the network responds
  50. 50. Exercise #1 Add description of your game mechanic here
  51. 51. Exercise #2 Designing for the network, for the casual mindset, and how it is virally engaged into play – even how do you copywrite your notifications might matter substantially
  52. 52. Design: Breakdown
  53. 53. Design: Breakdown
  54. 54. Design: Breakdown
  55. 55. 1-click accessibility to support Rescue Princess  spontaneity Press the bu*on to rescue  the princess.  Daniel Cook http://www.lostgarden.com
  56. 56. Compressing complex sequences of events into 1 click Daniel Cook http://www.lostgarden.com
  57. 57. Social Game Design Patterns Pattern: Feed propagation
  58. 58. Social Game Design Patterns Feed propagation, case example from Appealing to players’ empathy FarmVille
  59. 59. Feed propagation supports discussion
  60. 60. Social Game Design Patterns Pattern: Chain letter quests
  61. 61. Service / Propagation Design Patterns Pattern: Notifications
  62. 62. Service / Propagation Design Patterns: Anti-Pattern: Request Flood
  63. 63. LinkedIn: The Quest
  64. 64. Design: Breakdown
  65. 65. Exercise #1 •  Activity is more important than actual result debrief •  We aim at Quality through quantity
  66. 66. Social Game Design Framework
  67. 67. Exercise #3 Social networks shift playtesting towards metric-driven feature optimization and constant deployment loop
  68. 68. Design: Breakdown
  69. 69. Design: Breakdown
  70. 70. Day’s process & results
  71. 71. Feedback & •  Aki Järvinen, Ph.D. Contact •  +358 40 504 1367 •  aki@mygamestudies.com •  Twitter: @aquito •  www.mygamestudies.com •  games4networks.posterous.com
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