This document discusses 7 core concepts for designing compelling products using game techniques without gamification. It argues that intrinsic motivators like power, autonomy and belonging are more effective than extrinsic rewards. The 7 concepts are: 1) Know your players and design for their needs, 2) Build fun into the core activity loop, 3) Design for novice, regular and enthusiast players, 4) Make the system easy to learn but hard to master, 5) Guide players towards mastery with mechanics, 6) Increase challenge as players progress, and 7) Embrace intrinsic motivators over extrinsic rewards like points and badges. The goal is to engage players through the "flow channel" as challenges increase.

1. Beyond Gamification 7 Core Concepts to Create Compelling Products Amy Jo Kim, Ph.D. © 2011 All Rights Reserved

2. My Life as a Social Gamer

3. What is gamification?

4. A Loyalty Program on Steroids?

5. game techniques that turbo-charge products?

6. real-world activities that resemble games?

7. … experiencing a Hype cycle?

8. Let’s Cut Through the Hype

9. Let’s Cut Through the Hype Gamification

10. Let’s Cut Through the Hype Gamification What’s the real story?

11. We’re living in a Gambrian Explosion Will Wright

12. Games are everywhere – everyone’s a gamer

13. What is “Game Thinking?” What do Game Designers know?

14. 7 Core Concepts Know your players: design for their personal & social needs

15. Who’s Playing? What’s their Social Style? What are the Core Actions in the game?

16. CompetitiveWin, Beat, Brag, Taunt, Challenge

17. Cooperative Share, Help, Gift, Greet, Exchange, Join

18. Expressive select, customize, layout, design, create

19. Exploratory view, search, curate, collect, complete

20. 7 Core Concepts Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop

21. Farmville crops  pleasure, satisfaction, self-expression

22. Foursquare recommendations  fun, useful, social

23. Amazon messaging  informative, trustworthy Purchase confirmation Shipping confirmation

24. 7 Core Concepts Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop Design for 3 key stages of your player lifecycle

25. A good game takes the player on a journey Enthusiast Regular Novice

26. Novice needs onboarding(welcome + goals + progress + achievable rewards)

27. Regulars need fresh content/activities/challenges

28. Enthusiasts need exclusivity, recognition, impact

29. 7 Core Concepts Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop Design for 3 key stages of your player lifecycle Build a system that’s easy to learn and hard to master

30. How do I learn? How do I get started?

31. If I play well, what skill am I developing?

32. What does it take to master this game?

33. 7 Core Concepts Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop Design for 3 key stages of your player lifecycle Build a system that’s easy to learn and hard to master Use game mechanics to “light the way” towards mastery

34. Nike+ Coach: clear feedback + progressive goals

35. Crowd-sourced stats community awareness it feels good to be part of something larger than yourself

36. 7 Core Concepts Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop Design for 3 key stages of your player lifecycle Build a system that’s easy to learn and hard to master Use game mechanics to “light the way” towards mastery As players progress, increase the challenge & complexity

37. Find the Flow Channel This is what designing for engagement is all about

38. Progressive Quests + New Mechanics

39. Additional UI & PowerTools

40. 7 Core Concepts Know your players: design for their personal & social needs Build fun/pleasure/satisfaction into your core activity loop Design for 3 key stages of your player lifecycle Build a system that’s easy to learn and hard to master Use game mechanics to “light the way” towards mastery As players progress, increase the challenge & complexity Embrace intrinsic motivators like power, autonomy & belonging

41. Intrinsic value > Extrinsic Rewards Levels Badges Belonging Points Autonomy Mastery Power Quests Leaderboards Prizes Money Meaning Sex Progress Bar Learning Love Fun Self-Knowledge Gold Stars

42. Extrinsic Motivators completing tasks Task Completion LinkedIn Progress Bar

43. Intrinsic Motivators deeper engagement Power to the PlayersModcloth’scrowd-sourced clothing line

44. Thank You! for more like this, follow me on Twitter @amyjokim Contact me with feedback & questions amyjokim@gmail.com Check our website for upcoming workshops Shufflebrain.com