Game Mechanics to Improve User Engagement - Gerald Tan (2012-Nov-16)

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Game Mechanics to Improve User Engagement - Gerald Tan (2012-Nov-16)

  1. 1. Game Mechanics toImprove User Engagement Future Digital Games Summit (2011-Nov-16) Gerald Tan Co-Founder, COO (Head of Product)
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  3. 3. GERALD TANCo-founder, COO (Head of Product)PlumbeeIndependent Consultant 2011Strategic Advisor Stealth Social Games Publisher 2011Senior Product Manager / Producer Playfish (EA) 2009-2011Finance and Business Manager Pogo.com and EA OnlinePublishing (EA) 2007-2009Financial Reporting and Control Manager EMI Group PLC2004 - 2007ICAEW Qualified Chartered Accountant2002gerald@plumbee.co.ukTwitter: @tan_gerald
  4. 4. What is… Layering of game mechanics into your application, using metrics to understand results to fineGay-mee-fee-kay-shun tune your customer’s user experience and engagement - Gerald Tan, 2011 4
  5. 5. can you pleaserepeat that? 5
  6. 6. NOT theproduct andNOT a game… … layer that makes the experience more engaging … 6
  7. 7. … or (at least) make a chore less tedious 7
  8. 8. Challenges Levels …the Analogy Social Avatar Virtual Currency RE-PLAY Core game / product Leaderboards Newbie 8
  9. 9. Social Games Mobile GamesSource: Mashable, Oct 2011 9
  10. 10. Not about badges, or levels, or challenges… 10
  11. 11. Integrated systemwhere each piece is connected 11
  12. 12. Step #1Objectives 12
  13. 13. Step #2 Right componentsMeaningless components leads tosub-optimal results… 13
  14. 14. Step #3 User ExperienceReason to lapse 14
  15. 15. 15
  16. 16. Legend User MotivationCaution Reward 16
  17. 17. #1 Newbie Experience 17
  18. 18. Key StepsProgress quickly Experimenting NO FAILING! Regular User 18
  19. 19. Decay curve of a social game Only 35% and 45% of users % returning users actually come back the next day Days since install The rest lapse out 19
  20. 20. 20
  21. 21. #2 Challenges 21
  22. 22. Key StepsSense of purpose / target AchievementComplex or convoluted Next challenge 22
  23. 23. 23
  24. 24. User Behavior and User Interface
  25. 25. #3 Badges 25
  26. 26. Key Steps(Virtual) reward CollectingBadgification Recognition / Collection 26
  27. 27. 27
  28. 28. 28
  29. 29. Just gota badge forhaving a badge Beware Badgification 29
  30. 30. #4 Levels / Points 30
  31. 31. Key Steps Persistent progress Status / ProgressTedious or unachievable Access 31
  32. 32. 32
  33. 33. 33
  34. 34. Don’t confuse with user interface 34
  35. 35. #5 Veterans and Leaderboards 35
  36. 36. Key StepsOn-going recognition Mastering Lack of content Bragging rights 36
  37. 37. 37
  38. 38. 38
  39. 39. #6 Social 39
  40. 40. 40
  41. 41. Metrics 41
  42. 42. New User% return rate UserEngagement 42
  43. 43. …not a new ideaContributes to success when done right 43
  44. 44. 44
  45. 45. Gerald Tangerald@plumbee.co.uktwitter.com/tan_gerald 45

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