Beyond Gamification<br />Designing The Player
Journey<br />Amy Jo Kim, Ph.D. © 2011 All Rights Reserved<br />

What is gamification?<br />

A Loyalty Program on Steroids?<br
/>

using game techniches to turbo-charge
products & services?<br />

Using Levels, Rewards & Unlocks
to drive behavior?<br />

Turning real-world activities into games?<br
/>

… currently experiencing a Hype
cycle <br />

Let’s Cut Through the Hype<br
/>

Gamification 101<br />Gamification using game
techniques to make activities more engaging & fun<br />

Game Techniques ≠ Core Experience
<br />

Intrinsic value > extrinsic rewards<br
/>Quests<br />Threats<br />Mastery<br />Autonomy<br />Satisfaction<br />Power<br />Leaderboards<br />Sex<br />Meaning<br />Love<br />Rewards<br />Belonging<br />Fun<br />Badges<br />Learning<br />Levels <br />Punishments<br />Loss of Power<br />Points<br />

Extrinsic Motivators completing tasks<br />

Intrinsic Motivators  long-term engagement<br
/>

Gamification 101<br />Gamification using game
techniques to make activities more engaging & fun<br />Player the person playing your game (AKA user, consumer, customer)<br />

Good Games balance Skill &
Challenge to keep players engaged<br />

Gamification 101<br />Gamification using game
techniques to make activities more engaging & fun<br />Player the person playing your game (AKA user, consumer)<br />Journey a player’s experience/progression over time (AKA lifecycle)<br />

Journey = Lifecycle + Progression<br
/>Master<br />Expert<br />Novice<br />Good games give players something to master<br />

Novice needs onboarding(welcome + goals
+ progress + achievable rewards) <br />

Expert needs fresh content/activities/people<br />(also
status/customization/powertools)<br />

Masters need exclusive access, activities,
unlocks<br />

Think Like a Game Designer<br
/>Dynamics<br />Mechanics<br />Player<br />Journey<br />Aesthetics<br />Use game techniques to guide and motivate the players journey <br />

Gamification 101<br />Gamification using game
techniques to make activities more engaging & fun<br />Player the person playing your game (AKA user, consumer)<br />Journey a player’s experience/progression over time (AKA lifecycle)<br />Dynamics the time-based patterns & systems in your game<br />

Game Dynamics = patterns over
time<br />Dynamics<br />Pacing<br />Appointments<br />Progressive<br />Unlocks<br />Reward<br />Schedules<br />Dynamic<br />Systems<br />

Patterns are programmed into game
systems<br />Reward Schedules  Habits, Surprise, Addiction<br />

Gamification 101<br />Gamification using game
techniques to make activities more engaging & fun<br />Player the person playing your game (AKA user, consumer)<br />Journey a player’s experience/progression over time (AKA lifecycle)<br />Dynamics the time-based patterns & systems in your game<br />Mechanics the systems & features that make progress visible <br />

Game Mechanics make progress visible<br
/>Mechanics<br />Levels<br />Points<br />Leaderboards<br />Badges<br />Player<br />Journey<br />Missions<br />Virtual<br />Goods<br />

Mechanics “light the way” in
a player’s journey<br />

Gamification 101<br />Gamification using game
techniques to make activities more engaging & fun<br />Player the person playing your game (AKA user, consumer)<br />Journey a player’s experience/progression over time (AKA lifecycle)<br />Dynamics the time-based patterns & systems in your game<br />Mechanics the systems & features that make progress visible <br />Aesthetics the overall experience that yields emotional engagement<br />

Game Aesthetics evoke emotion<br />Aesthetics<br
/>Curiosity<br />Satisfaction<br />Surprise<br />Trust<br />Delight<br />Fun<br />Pride<br />Envy<br />Connection<br />

Emotion drives action & engagement<br
/>A good game takes the player on an emotional journey over time<br />

Gamification 101<br />Gamification using game
techniques to make activities more engaging & fun<br />Player the person playing your game (AKA user, consumer)<br />Journey a player’s experience/progression over time (AKA lifecycle)<br />Dynamics the time-based patterns & systems in your game<br />Mechanics the systems & features that make progress visible <br />Aesthetics the overall experience that yields emotional engagement<br />Social Actions how players engage with each other in your game<br />

Social Actions  Building Blocks
of Social Engagement<br />Player<br />Journey<br />WHO am I playing with? HOW are we engaging? WHAT are we engaging around?<br />

Who are players engaging with?
What’s their preferred social style? <br />

CompetitionBragging, Taunting, Challenging <br />

Cooperation<br />Sharing, Helping, Gifting, Greeting<br
/>

Self-Expression<br />customizing, selecting, designing, creating
<br />

Bartles Player Types (1996)<br />Achievers<br
/>Killers<br />Socializers<br />Explorers<br />

Social Actions (2010)<br />Win<br />Create<br
/>Challenge<br />Achievers<br />Showoff<br />Compare<br />

Social Actions (2010)<br />Win<br />Create<br
/>Challenge<br />Achievers<br />Showoff<br />Compare<br />Express<br />Like<br />Help<br />Share<br />Socializers<br />Comment<br />Greet<br />Give<br />

Social Actions (2010)<br />Win<br />Create<br
/>Challenge<br />Achievers<br />Showoff<br />Compare<br />Express<br />Like<br />View<br />Help<br />Explore<br />Share<br />Socializers<br />Explorers<br />Rate<br />Vote<br />Comment<br />Greet<br />Give<br />Review<br />Curate<br />

Social Actions (2010)<br />Win<br />Hack<br
/>Harass<br />Create<br />Challenge<br />Cheat<br />Killers<br />Achievers<br />Taunt<br />Heckle<br />Showoff<br />Compare<br />Tease<br />Express<br />Like<br />View<br />Help<br />Explore<br />Share<br />Socializers<br />Explorers<br />Rate<br />Vote<br />Comment<br />Greet<br />Give<br />Review<br />Curate<br />

Case Study: Foursquare<br />

Why Does <br />Foursquare Work?<br
/>

Core activity: the checkin<br />

Checkin to venues to earn
Points & Stats<br />

Badges mark progress and suggest
goals<br />

Badges have personality, attitude, humour<br
/>

Mayorship rewards loyalty, recency –
drives competition<br />

Sharing checkins and badges promotes
social engagement<br />

Why does Foursquare work?<br />Core
activity has intrinsic motivationchecking into venues delivers lightweight fun, has both personal & social value<br />

Why does Foursquare work?<br />Core
activity has intrinsic motivationchecking into venues delivers lightweight fun, has both personal & social value <br />Progress mechanics light the waybadges guide players towards action & completion + have element of surprisemayorships mirror real-world dynamics, stimulate loyalty & competition<br />

Why does Foursquare work?<br />Core
activity has intrinsic motivationchecking into venues delivers lightweight fun, has both personal & social value <br />Progress mechanics light the waybadges guide players towards action & completion + have element of surprisemayorships mirror real-world dynamics, stimulate loyalty & competition<br />Social Actions aligned with Social Needsexplore, showoff, share, compare, compete<br />

Smart Gamification: Key Questions<br />VISIONWhat’s
our vision for this project? What’s the key benefit? Where’s the fun?<br />

What’s the Core Game?<br />

Smart Gamification: Key Questions<br />VISIONWhat’s
our vision for this project? What’s the key benefit? Where’s the fun?<br />PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why? <br />

How do Players want to
engage?<br />

Smart Gamification: Key Questions<br />VISIONWhat’s
our vision for this project? What’s the key benefit? Where’s the fun?<br />PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why? <br />MASTERYWhat’s the core activity and feedback system? What are players optimizing? What skills are they learning? What journey are they on? What’s driving them to keep playing? What does it mean to “play well?” <br />

What can players learn and
master?<br />

Smart Gamification: Key Questions<br />VISIONWhat’s
our vision for this project? What’s the key benefit? Where’s the fun?<br />PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why? <br />MASTERYWhat’s the core activity and feedback system? What are players optimizing? What skills are they learning? What journey are they on? What’s driving them to keep playing? What does it mean to “play well”? <br />PROGRESSHow will you “light the way” towards mastery? How will players know how to get started, and what to do? How will they know if they’re playing well, or poorly?<br />

What are the key progress
metrics?<br />

Smart Gamification: Key Questions<br />VISIONWhat’s
our vision for this project? What’s the key benefit? Where’s the fun?<br />PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why? <br />MASTERYWhat’s the core activity and feedback system? What are players optimizing? What skills are they learning? What journey are they on? What’s driving them to keep playing? What does it mean to “play well”? <br />PROGRESSHow will you “light the way” towards mastery? How will players know how to get started, and what to do? How will they know if they’re playing well, or poorly?<br />ENGAGEMENT What activities and events will re-engage players throughout their lifecycle? How do these activities leverage core social actions? <br />

What’s our core engagement loop?<br
/>Master<br />Enthusiast<br />Expert<br />Regular<br />Novice<br />Newbie<br />

Thank You!<br />for more like
this, follow me on Twitter <br />@amyjokim<br />Contact me with feedback & questions<br />amyjokim@gmail.com<br />