Driving User Engagement with Meaningful Game Design

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Driving User Engagement with Meaningful Game Design

  1. 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. 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. 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. 4. ................................................................................................................................................................................................................................................................ CHALLENGES OF GAMIFICATION 1.) DRIVING UNINTENDED CONSEQUENCES 2.) FAILING TO DRIVE ENGAGEMENT SOLUTIONS - ITERATION (refine game experience) - TESTING/PROTOTYPING (ensures universal appeal)
  5. 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. 6. A FEW EXAMPLES
  7. 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. 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. 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. 10. THANK YOU

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