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Putting the Fun in Functional applying game mechanics to functional software Amy Jo Kim www. ShuffleBrain .com
About ShuffleBrain We design games & services for clients on the cutting edge of Entertainment Technology
About Me ,[object Object],[object Object],[object Object],[object Object]
What this talk is about using  game mechanics  to create applications and services that are fun, compelling, and addictive What this talk is NOT about using graphics, animation, sound and UI techniques from games to liven up functional software (that’s another topic :-)
Q: What is a game?  A1: Formal Definition a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome* A2: Informal Definition a structured experience with rules & goals  that’s fun *From Rules of Play by Eric Zimmerman and Katie Salen
Q: How do games shape behavior? A:  By leveraging our    primal response patterns
Q: How do games shape behavior? A:  By engaging us in  flow
How can game mechanics make an interactive experience more fun, compelling and addictive?
5 Game Mechanics ,[object Object]
Collecting - show me your stuff! Worlds of Warcraft inventory MySpace friends
Impressive collection = bragging rights Collectible cards Tagworld fans
The Power of Completing a Set Baseball Cards Habbo Coins
Gotta catch ‘em all!
Collecting Goes Mobile Collecting stamps in BrainAge Collecting Friends in Hotties
5 Game Mechanics ,[object Object],[object Object]
Earning Points = simple score system Earning points in Bejeweled Earning points on eBay
What can you DO with your points?  …  and what can your points DO for you?
Redeemable Points: earn while you play S&H GreenStamps PrizePlay
Redeemable Points drive Loyalty Southwest Airlines simpler Frequent Flyer points Drugstore.com Dollars earn while you shop
Can earning points be a social experience?
Social Points are given by other players Ratings in Acrophobia Ratings in YouTube
Social Points express your game’s values Rating profiles in MySpace Rating profiles in “Hotties”
Comparisons: a 2-choice social points game Which is hotter? Which is cuter?
eBay: social points for online transactions
Amazon: social points for book reviews
Flickr: Social Points for “interestingness” Points are calculated via aggregate behavior
Once you have points… …  you can have LeaderBoards
LeaderBoards tap into our innate competitive drive Leaderboards in TagWorld
Leaderboards express your game’s values Xbox Live Halo TextAmerica
Leaderboards drive Player Behavior TextAmerica: Most Comments YouTube: Highest Rated
Parallel Leaderboards = Greater Diversity  TextAmerica: Most Comments YouTube: Highest Rated
Some systems once had LeaderBoards… … but removed them. WHY????  HINT: LeaderBoards encourage people to game the system…
Statistical Ranking: Leaderboards alternative Daily Puzzle percentage ranking Amazon sales ranking
Once you have points… …  you can define Levels
Levels are shorthand for accumulated points Levelling up in Bejeweled eBay’s Star System
Levels punctuate the game experience Reaching Level 60 in WOW Attaining a new karate belt
Levels unlock new powers & access Levelling up in WOW Levelling up as an eBay powerseller
5 Game Mechanics ,[object Object],[object Object],[object Object]
Feedback draws attention through movement & change Feedback in Bejeweled Feedback in MySpace Mobile
Feedback accelerates mastery Karaoke Revolution - how good is your singing? Brain Training - how old is your brain?
Feedback makes your game more fun & compelling
Feedback induces flow Stanford Sudoku
Feedback makes mundane tasks more fun Cooking Mama for Nintendo DS - teaches you how to cook
BIMactive: feedback on your physical activity
5 Game Mechanics ,[object Object],[object Object],[object Object],[object Object]
Exchanges are structured social interactions basic, primal form of social engagement
Social Exchanges can be explicit… In chess, taking turns is built into the rules
…  or implicit (i.e. emergent) eBay Feedback is a tit-for-tat social meta-game
Trading is an  explicit  Social Exchange Trading in WOW  Trading in MogiMogi
“ gifting” is a  implicit  Social Exchange NetMarble HabboHotel Helios
MySpace has both kinds of Exchanges comments are  implicit “ Add Friend” is  explicit
5 Game Mechanics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customization increases investment, creates barriers to exit  Choose your favorite MetroGirl Customized eBay interface
“ Automatic” Customization is fun and engaging Amazon Home Page Flickr Home Page
Character Customization is especially powerful  Female Characters in WOW Female Profiles in MySpace
Let’s look at one successful social network through the lens of game mechanics…
How is MySpace like a game? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How is MySpace like a game? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How is MySpace like a game? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How is MySpace like a game? ,[object Object],[object Object],[object Object],[object Object],[object Object]
How is MySpace like a game? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Now, let’s look at how game mechanics can make a “serious” game more fun
Brain Age (Nintendo DS)
Collecting motivates repeat play ,[object Object],[object Object],[object Object],[object Object],[object Object],Collect daily stamps Collect new games
Points are tracked over time ,[object Object],[object Object],[object Object],[object Object],[object Object],Points over time Points for a round
Feedback works at different time scales ,[object Object],[object Object],[object Object],[object Object],[object Object],Short term: correct? Long term: Brain age
Feedback & instructions are conversational ,[object Object],[object Object],[object Object],[object Object],[object Object],He introduces You play He evaluates
Customization via handwriting… ,[object Object],[object Object],[object Object],[object Object],[object Object],Custom signature Custom stamp
… and time-aware dialog ,[object Object],[object Object],[object Object],[object Object],[object Object],Brain Age is aware of time
Creating the illusion of awareness ,[object Object],[object Object],[object Object],[object Object],[object Object],Program remembers when you last logged in
Now let’s look at a popular local review site from a game design perspective
Collecting: Reviews, Friends, Compliments ,[object Object],[object Object],[object Object],[object Object],[object Object]
Multiple Leaderboards showcase different metrics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Users get immediate feedback when posting/rating reviews  ,[object Object],[object Object],[object Object],[object Object],[object Object]
“ Compliments” function as impicit exchanges ,[object Object],[object Object],[object Object],[object Object],[object Object]
Profiles offer rich Character Customization ,[object Object],[object Object],[object Object],[object Object],[object Object]
Looking Ahead  expect to see more “serious” applications that feel like games… … and games that incorporate communities
Resources amazon .com bonesinmotion .com digitalchocolate .com ebay .com flickr .com google .com jellyvision .com infospace .com myspace .com mogimogi .com nintendo .com popcap .com tagworld .com textamerica .com worldofwarcraft .com youtube .com zephoria .org/thoughts/ Contact [email_address] .com

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