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Driving User Engagement with Meaningful Game Design

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  • 1. © 2013 RED Interactive Agency LLC. Highly confidential. All content contained in this document is the exclusive intellectual property of RED Interactive Agency LLC. DRIVING USER ENGAGEMENT WITH MEANINGFUL GAME DESIGN
  • 2. ................................................................................................................................................................................................................................................................ CREATING A USER EXPERIENCE TO ACHIEVE BUSINESS GOALS DEFINE BUSINESS GOALS - What is the reason for gamifying your product or service? - How will you get users to achieve your goals? i.e. What actions do they need to make? UNDERSTAND USER MOTIVES - How will it benefit the users? Is it enjoyable? - Extrinsic vs intrinsic factors
  • 3. ................................................................................................................................................................................................................................................................ COMPONENTS OF A POWERFUL GAMIFIED EXPERIENCE GAME DESIGN GAME MECHANICS (functionality) - i.e. points, scoreboards, levels, challenges GAME DYNAMICS (outcomes) - i.e. competition, recognition, rewards GAME TECHNOLOGY (platform) FEEDBACK
  • 4. ................................................................................................................................................................................................................................................................ CHALLENGES OF GAMIFICATION 1.) DRIVING UNINTENDED CONSEQUENCES 2.) FAILING TO DRIVE ENGAGEMENT SOLUTIONS - ITERATION (refine game experience) - TESTING/PROTOTYPING (ensures universal appeal)
  • 5. ................................................................................................................................................................................................................................................................ REWARDS CONSIDERATIONS - What rewards are valuable to consumers? - When should rewards be given? REWARD ACROSS MULTIPLE TOUCH POINTS - i.e. social sharing, mobile, event, web, location, etc. TYPES OF REWARDS - Earned, unexpected, random, gifts, collection
  • 6. A FEW EXAMPLES
  • 7. ................................................................................................................................................................................................................................................................ CASE STUDY: HUNGER GAMES EXPLORER The one-stop digital portal for the Hunger Games franchise. Features: - Social competition - Twitter hashtag contests - Badges, points - Exclusive content - Leaderboard - Shared content - Unlockables
  • 8. ................................................................................................................................................................................................................................................................ CASE STUDY: LEGO STAR WARS III An interactive multiuser experience that introduces consumers to the new game mechanics, characters, and missions in the LEGO Star Wars III 3D console game. Features: - Unlockables - Facebook sharing - Points, badges - Cooperative play - Competition
  • 9. ................................................................................................................................................................................................................................................................ CASE STUDY: BATTLESHIP A social version of the traditional Battleship game on Facebook. Features: - Social competition - Leaderboard - Unlockables - Exclusive content - Facebook sharing - Multiple languages
  • 10. THANK YOU

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