The document discusses game mechanics and how they were applied in the Shinsegae Duty Free shop online shopping mall. It defines the MDA framework as having mechanics, dynamics and aesthetics. It then lists different types of mechanics like points, levels, leaderboards, badges, onboarding, challenges and quests, and engagement loops. It provides examples of how the Shinsegae Duty Free shop incorporated redeempable points, levels and badges as status indicators, challenges and quests to incentivize purchases, and onboarding and reputation points through reviews.

1. Example of the game
mechanics
<Shinsegae Duty free shop>
YL

2. What is MDA framework?
M (mechanics): Functioning components of the game
D ( dynamics): Interactions of mechanics and player
A (aesthetics): The emotion of a player
designer
M
D
A
playe
r

3. Kinds of Mechanics
1.Points : very important element
ex) Experience points, Redeemable points, Skill points, Karma points,
Reputation points
2.Levels: indicate progress of a player
3.Leaderboards: to make simple comparisons
4.Badges: to signaling status , position and so on
5.Onboarding: the act of bringing a novice into system
6. Challenges and Quests: give players direction
7. Engagement Loops: motivating emotion leads to player re-engagement

4. Application example of game mechanics
Online shopping mall – Shinsegae duty free shop

5. Redeemable points
If customers buy the item , gain the accumulated money.
The accumulated money is available when customers buy different items.

6. Levels & Badges
Benefits by levels
Levels are determined by
the purchase amount for
lately 2years.
Customers can gain the
higher levels , the more
benefits.
Therefore, customers want
to be higher levels.

7. Challenges and Quests
Benefits by purchase amount
Cutomers can get the
higher discount rate of
coupons because of the
more purchase amount.
Therefore, customers
effort to buy a lot of
items.
And they are effort to fit
purchse amount.

8. Onboarding
Sign in event
Only new member can get special
accumulated money.
This is attractive to unentered
people.

9. Reputation points
Review
After customers buy items,
they can write reviews.
If they write reviews, they
can get some accumulated
money.
Sometimes, customers can
get special gift by events.

10. Reference
•Gabe Zichermann,Christopher Cunningham. 『 Gamification by Desion 』 정진영 , 송준호 , 김지원
한빛미디어㈜ , 2012.
•Google search engine
•Wikipedia
•http://www.ssgdfs.com

11. THANK
YOU!!