Boosting Brand Engagement with Game Mechanics Joel Lim workingstrategy.wordpress.com
Gaming Mechanics:  What it is and isn’t.
It’s not about turning your Web applications into games. It’s about making them  game-like . And this makes for more engag...
Game Mechanics 1)  Used well, gaming mechanics make Web design more engaging, sticky, and viral by incentivizing certain b...
The Psychology Behind Gaming Mechanics
: Social connectedness : Psychological well-being : Gratification : Material gain : Reciprocity : Reputation : Attachment ...
1)   Players experience fulfillment through gaming mechanics.  <ul><li>2)  Rewards may be: </li></ul><ul><li>Points </li><...
The  experience  of  gaining virtually  is very satisfying on its own.
Players (always) want more Zones   Experiences Upgrades   UNLOCKING <ul><li>Plays on human curiosity and  </li></ul><ul><l...
Keep them occupied EASY UNLOCKING = IMMEDIATE RESULTS 1) Don’t make it too hard to level up or attain new experiences. 2) ...
Core game mechanics are applied: : Points   : Social Exchanges : Leaderboards    : Customization : Level Ups  = ENGAGING U...
“ YouTube has done a brilliant job in making the  overall experience feel game-like , without turning the site into a trad...
Design Tactics
CASE STUDY 1 :        Blurring the Lines between Virtual and Reality
Encourages users to discover new places and explore their neighbourhood. Friend Finder MOBILE app game Social city-guide
<ul><li>: Users ‘check-in’ to actual places in city using  Foursquare . </li></ul><ul><li>: Each  foursquare  check-in ear...
: As users start checking-in to more interesting places with different people, users will be able to start unlocking badge...
CASE STUDY 2 :  Connecting at Ground Level
:  StarHub  launched a new youth mobile plan with attractive perks.  : Formed a guerilla outfit called the “ MOBILE RAVERS...
:  ‘Rave Messages’  mobile app: Users were allowed to create and send  ‘Rave Messages’   [text messages performed as dance...
:  ‘ MOBILE RAVERS’ Performed in Zouk and the streets of Singapore.  Flashcards, giveaways and performances aimed to drive...
Game on!
References <ul><li>Amy Jo Kim. (15 th  Jan, 2009)  Game Mechanics for Interaction Design . Interview.  </li></ul><ul><li>B...
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Game mechanics for more engaging experiences

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Game mechanics for more engaging experiences

  1. 1. Boosting Brand Engagement with Game Mechanics Joel Lim workingstrategy.wordpress.com
  2. 2. Gaming Mechanics: What it is and isn’t.
  3. 3. It’s not about turning your Web applications into games. It’s about making them game-like . And this makes for more engaging experiences =)
  4. 4. Game Mechanics 1) Used well, gaming mechanics make Web design more engaging, sticky, and viral by incentivizing certain behaviors. <ul><li>2) The core of gaming mechanics include: </li></ul><ul><li>- Collecting points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchange </li></ul><ul><li>Customization </li></ul>
  5. 5. The Psychology Behind Gaming Mechanics
  6. 6. : Social connectedness : Psychological well-being : Gratification : Material gain : Reciprocity : Reputation : Attachment to a group : Increased sense of capability in achieving goals USER MOTIVATION
  7. 7. 1) Players experience fulfillment through gaming mechanics. <ul><li>2) Rewards may be: </li></ul><ul><li>Points </li></ul><ul><li>Information </li></ul><ul><li>(need not be of $ value) </li></ul>“ Rewarded Learning”
  8. 8. The experience of gaining virtually is very satisfying on its own.
  9. 9. Players (always) want more Zones Experiences Upgrades UNLOCKING <ul><li>Plays on human curiosity and </li></ul><ul><li>creates a desire to advance. </li></ul><ul><li>Gaining new experience </li></ul><ul><li>Leveling up </li></ul>
  10. 10. Keep them occupied EASY UNLOCKING = IMMEDIATE RESULTS 1) Don’t make it too hard to level up or attain new experiences. 2) Small, incremental steps that see immediate results are best to encourage continual usage. 3) This is a great way to retain your customers.
  11. 11. Core game mechanics are applied: : Points : Social Exchanges : Leaderboards : Customization : Level Ups = ENGAGING USER EXPERIENCE Social Networking Sites we know and love
  12. 12. “ YouTube has done a brilliant job in making the overall experience feel game-like , without turning the site into a traditional game.” “ Facebook applications encourage a ‘playful mood’ and individuals use them both for entertainment purposes and socializaton tools.” Rao, 2004 Amy Jo Kim, 2009
  13. 13. Design Tactics
  14. 14. CASE STUDY 1 : Blurring the Lines between Virtual and Reality
  15. 15. Encourages users to discover new places and explore their neighbourhood. Friend Finder MOBILE app game Social city-guide
  16. 16. <ul><li>: Users ‘check-in’ to actual places in city using Foursquare . </li></ul><ul><li>: Each foursquare check-in earns user ‘points’. </li></ul><ul><li>[e.g.] </li></ul><ul><li>Find new place in your neighbourhood </li></ul><ul><li>(5 points) </li></ul><ul><li>- Drag a friend along with you (1 point) </li></ul>
  17. 17. : As users start checking-in to more interesting places with different people, users will be able to start unlocking badges. : Various badges are available. Eg: - Too much time karaoke - 4 nights out in a row : Users may also suggest new badges. UNLOCKING BADGES / ADVANCING
  18. 18. CASE STUDY 2 : Connecting at Ground Level
  19. 19. : StarHub launched a new youth mobile plan with attractive perks. : Formed a guerilla outfit called the “ MOBILE RAVERS ”.
  20. 20. : ‘Rave Messages’ mobile app: Users were allowed to create and send ‘Rave Messages’ [text messages performed as dance sequences] A message would be ‘performed’ on screen by a Mobile Raver for their friends.
  21. 21. : ‘ MOBILE RAVERS’ Performed in Zouk and the streets of Singapore. Flashcards, giveaways and performances aimed to drive traffic to StarHub’s online portal. (freedomrocks.com.sg)
  22. 22. Game on!
  23. 23. References <ul><li>Amy Jo Kim. (15 th Jan, 2009) Game Mechanics for Interaction Design . Interview. </li></ul><ul><li>Benkler, Y. (2006) The Wealth of Networks . Yale University Press. </li></ul><ul><li>Rao, V. qtd Bogost, Ian. (2004) Asynchronous Multiplay: Futures for Casual Multiplayer Experience . Other Players Conference on Multiplayer Phenomena, Copenhagen Denmark. </li></ul>

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