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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