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Putting the Fun in Functional

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Putting the Fun in Functional

  1. Putting the Fun in Functional applying game mechanics to functional software Amy Jo Kim www. ShuffleBrain .com
  2. About ShuffleBrain We design games & services for clients on the cutting edge of Entertainment Technology
  3. About Me <ul><li>Amy Jo Kim: Creative Director ShuffleBrain </li></ul><ul><li>Trained in Psych, Neuroscience, CompSci </li></ul><ul><li>Design social games, Web communities, mobile services </li></ul><ul><li>Author, “Community Building on the Web” </li></ul>
  4. 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 :-)
  5. 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
  6. Q: How do games shape behavior? A: By leveraging our primal response patterns
  7. Q: How do games shape behavior? A: By engaging us in flow
  8. How can game mechanics make an interactive experience more fun, compelling and addictive?
  9. 5 Game Mechanics <ul><li>Collecting </li></ul>
  10. Collecting - show me your stuff! Worlds of Warcraft inventory MySpace friends
  11. Impressive collection = bragging rights Collectible cards Tagworld fans
  12. The Power of Completing a Set Baseball Cards Habbo Coins
  13. Gotta catch ‘em all!
  14. Collecting Goes Mobile Collecting stamps in BrainAge Collecting Friends in Hotties
  15. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul>
  16. Earning Points = simple score system Earning points in Bejeweled Earning points on eBay
  17. What can you DO with your points? … and what can your points DO for you?
  18. Redeemable Points: earn while you play S&H GreenStamps PrizePlay
  19. Redeemable Points drive Loyalty Southwest Airlines simpler Frequent Flyer points Drugstore.com Dollars earn while you shop
  20. Can earning points be a social experience?
  21. Social Points are given by other players Ratings in Acrophobia Ratings in YouTube
  22. Social Points express your game’s values Rating profiles in MySpace Rating profiles in “Hotties”
  23. Comparisons: a 2-choice social points game Which is hotter? Which is cuter?
  24. eBay: social points for online transactions
  25. Amazon: social points for book reviews
  26. Flickr: Social Points for “interestingness” Points are calculated via aggregate behavior
  27. Once you have points… … you can have LeaderBoards
  28. LeaderBoards tap into our innate competitive drive Leaderboards in TagWorld
  29. Leaderboards express your game’s values Xbox Live Halo TextAmerica
  30. Leaderboards drive Player Behavior TextAmerica: Most Comments YouTube: Highest Rated
  31. Parallel Leaderboards = Greater Diversity TextAmerica: Most Comments YouTube: Highest Rated
  32. Some systems once had LeaderBoards… … but removed them. WHY???? HINT: LeaderBoards encourage people to game the system…
  33. Statistical Ranking: Leaderboards alternative Daily Puzzle percentage ranking Amazon sales ranking
  34. Once you have points… … you can define Levels
  35. Levels are shorthand for accumulated points Levelling up in Bejeweled eBay’s Star System
  36. Levels punctuate the game experience Reaching Level 60 in WOW Attaining a new karate belt
  37. Levels unlock new powers & access Levelling up in WOW Levelling up as an eBay powerseller
  38. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul>
  39. Feedback draws attention through movement & change Feedback in Bejeweled Feedback in MySpace Mobile
  40. Feedback accelerates mastery Karaoke Revolution - how good is your singing? Brain Training - how old is your brain?
  41. Feedback makes your game more fun & compelling
  42. Feedback induces flow Stanford Sudoku
  43. Feedback makes mundane tasks more fun Cooking Mama for Nintendo DS - teaches you how to cook
  44. BIMactive: feedback on your physical activity
  45. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul>
  46. Exchanges are structured social interactions basic, primal form of social engagement
  47. Social Exchanges can be explicit… In chess, taking turns is built into the rules
  48. … or implicit (i.e. emergent) eBay Feedback is a tit-for-tat social meta-game
  49. Trading is an explicit Social Exchange Trading in WOW Trading in MogiMogi
  50. “ gifting” is a implicit Social Exchange NetMarble HabboHotel Helios
  51. MySpace has both kinds of Exchanges comments are implicit “ Add Friend” is explicit
  52. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  53. Customization increases investment, creates barriers to exit Choose your favorite MetroGirl Customized eBay interface
  54. “ Automatic” Customization is fun and engaging Amazon Home Page Flickr Home Page
  55. Character Customization is especially powerful Female Characters in WOW Female Profiles in MySpace
  56. Let’s look at one successful social network through the lens of game mechanics…
  57. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  58. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  59. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  60. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  61. How is MySpace like a game? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  62. Now, let’s look at how game mechanics can make a “serious” game more fun
  63. Brain Age (Nintendo DS)
  64. Collecting motivates repeat play <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Collect daily stamps Collect new games
  65. Points are tracked over time <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Points over time Points for a round
  66. Feedback works at different time scales <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Short term: correct? Long term: Brain age
  67. Feedback & instructions are conversational <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>He introduces You play He evaluates
  68. Customization via handwriting… <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Custom signature Custom stamp
  69. … and time-aware dialog <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Brain Age is aware of time
  70. Creating the illusion of awareness <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>Program remembers when you last logged in
  71. Now let’s look at a popular local review site from a game design perspective
  72. Collecting: Reviews, Friends, Compliments <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  73. Multiple Leaderboards showcase different metrics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  74. Users get immediate feedback when posting/rating reviews <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  75. “ Compliments” function as impicit exchanges <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  76. Profiles offer rich Character Customization <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  77. Looking Ahead expect to see more “serious” applications that feel like games… … and games that incorporate communities
  78. 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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