Secrets of Game Thinking
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Secrets of Game Thinking
Oct. 27, 2015•0 likes•33,358 views
101 likes
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Design
harness the deep power of games to drive long-term engagement
Amy Jo KimFollow
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Secrets of Game Thinking
- Secrets of Game Thinking harness the power of games to drive long- term engagement Amy Jo Kim, Ph.D. co-founder, Shufflebrain
- As a child I loved to play
- As a child I loved to play But I didn’t love to compete
- one night on a beach in Greece my creativity was re-ignighted
- I found another way to play
- I developed my coop design skills
- then one day, I got THE CALL
- we created a breakthrough hit
- which led to more breakthrough hits
- and insights about Game Thinking
- What is Game Thinking?
- Three Key Components • Social Actions: Find the Fun • Skill-building Core Loop • 4-stage Customer Narrative
- Social Actions: Find the Fun1 Fun is just another word for learning Raph Koster MMO designer & author, A Theory of Fun
- Fun means different things to different people
- What is a game? a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome* * Source: Rules of Play
- Zero-Sum Game We are opponents I Win You Lose
- Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
- a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
- We are partners Non-Zero-Sum Game Win-Win Lose-Lose
- Martial Arts Charity Walk Double Dutch Pictionary
- Who are your customers? How do they like to interact?
- Killers Achievers Socializers Explorers Bartles 4 Player Types (1996)
- Jane McGonigalRichard Bartle Points, Badges, Levels, Leaderboards… appeal primarily to Achievers
- Compete CollaborateExplore Express Content People Social Actions Focus on Motivation
- Express
- Explore
- Compete
- Collaborate
- Social Action Matrix Content Players Explore Express Compete Collaborate
- Content Players Explore Express Compete Collaborate Help Comment Like Share Greet Collect Rate View Review Vote Curate Win Challenge Showoff Compare Taunt Create Design Customize Choose Purchase Decorate Build Contribute Social Action Matrix
- Content Players Explore Express Compete Collaborate Help Comment Share GreetCollect Showoff Create Customize Build Contribute Social Action Matrix
- Jane McGonigalRichard Bartle If you’re building a social app, instead of asking “who are my player types?” ask “what social actions motivate my players?”
- Skill-building Core Loop2 In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight. Dan Cook Game Designer
- Fake landing page?
- Fake landing page?
- Operant Conditioning AKA Skinner Box?
- Operant Conditioning AKA Skinner Box? X
- Skill-building = making customers more awesome
- Skill-building = making customers more awesome
- Core Loop = skill-building habit loop Skill-Building Core Loop
- Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions Activity Chain Feedback & Progress Investment Path Internal Trigger Core Loop
- Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your experience Activity Chain Feedback & Progress Investment Path Internal Trigger When I need to check on my team’s progress I want to see everything in one place So I can stay on top of what’s happening with less friction & more pleasure Core Loop Job Story
- Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your experience Trigger Activity Engaging activity satisfies an urge or need Internal Trigger Core Loop
- Feedback & progress promote learning & mastery EscapeTime! urge to dive into an escapist world Read & Respond to Updates No More Updates Need Attention Customize your experience Feedback & Progress Core Loop
- EscapeTime! urge to dive into an escapist world Read & Respond to Updates No More Updates Need Attention Customize your experience Investment Path Investment & triggers pull people back Engaged Trigger Check Notifications Core Loop
- BreakTime! urge for a quick social “hit” Read & Respond to Updates Check Notifications & Stats Collect faves, RTs & followers
- BreakTime! urge for a quick social “hit” Read & Respond to Updates Check Notifications & Stats Collect faves, RTs & followers Activity TriggerEngaging activity satisfies an urge or need Internal Trigger
- Feedback & progress promote learning & mastery BreakTime! urge for a quick social “hit” Read & Respond to Updates Check Notifications & Stats Collect faves, RTs & followers Feedback & Progress
- Investment & triggers pull people back BreakTime! urge for a quick social “hit” Read & Respond to Updates Get Notifications, Check Stats Investment Path Engaged Trigger Check your Stats Collect faves, RTs & followers
- PartyTime! urge for a fun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Path Activity Internal Trigger Beat the Song Engaged Trigger
- Skill-building = making customers more awesome
- Core Loop = making customers more skillful
- 4-stage Customer Narrative3 Design is not just what it looks like & feels like. Design is how it works. Steve Jobs
- is for Enthusiastsend-to-end customer experience Discovery Onboarding Habit-Building Mastery
- is for Enthusiasts Discovery Stage 1: Discovery is for Visitors What is this? Is it right for me? What’s the value proposition?
- is for EnthusiastsStage 2: Onboarding is for Newbies Discovery Onboarding How do I learn the ropes? How do I start giving & getting value?
- is for EnthusiastsStage 3: Habit-building is for Regulars Discovery Onboarding Habit-Building What urge pulls me back? What am I getting better at?
- is for EnthusiastsStage 4: Mastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery What skills & knowledge have I mastered? How can I leverage that?
- is for Enthusiasts Discovery Onboarding Habit-Building Mastery Customer Narrative
- conversational environment built around friendly, helpful bots
- extensible environment built to enable UGC & player creativity
- is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
- is for EnthusiastsStage 1: Onboarding is for Newbies Learn the ropes with a friendly bot
- is for EnthusiastsStage 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
- is for EnthusiastsStage 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
- skill-building makes your customers more awesome
- game thinking helps them leverage their skills
- .. and helps YOU bring products to life with gaming smarts
- How can you benefit from Game Thinking? Accelerate your design & development process + Identify & leverage the right early customers + Validate your ideas with a simple, compelling MVP
- What We Do accelerate your path to product/market fit with gaming smarts
- Just Launched Getting2Alpha Podcast listen in as we explore how successful creative people bring their ideas to life
- Lightning-Fast Customer Insights Secrets of Game Thinking 5 Rules for Co-op Game Design Getting2Alpha Flipped Workshops
- Thank You Let’s stay in touch @amyjokim http://amyjokim.com