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Secrets of Game Thinking

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harness the deep power of games to drive long-term engagement

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Secrets of Game Thinking

  1. Secrets of 
 Game Thinking 
 harness the power of games to drive long- term engagement Amy Jo Kim, Ph.D. co-founder, Shufflebrain

  2. As a child I loved to play
  3. As a child I loved to play But I didn’t love to compete
  4. one night on a beach in Greece my creativity was re-ignighted
  5. I found another way to play
  6. I developed my coop design skills
  7. then one day, I got THE CALL
  8. we created a breakthrough hit
  9. which led to more breakthrough hits
  10. and insights about Game Thinking
  11. What is Game Thinking?
  12. Three Key Components • Social Actions: Find the Fun • Skill-building Core Loop • 4-stage Customer Narrative
  13. Social Actions: Find the Fun1 Fun is just another word for learning Raph Koster MMO designer & author, A Theory of Fun
  14. Fun means different things to different people
  15. 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
  16. Zero-Sum Game We are opponents I Win You Lose
  17. Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
  18. a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
  19. We are partners Non-Zero-Sum Game Win-Win Lose-Lose
  20. Martial Arts Charity Walk Double Dutch Pictionary
  21. Who are your customers? How do they like to interact?
  22. Killers Achievers Socializers Explorers Bartles 4 Player Types (1996)
  23. Jane McGonigalRichard Bartle Points, Badges, Levels, Leaderboards… appeal primarily to Achievers
  24. Compete CollaborateExplore Express Content People Social Actions Focus on Motivation
  25. Express
  26. Explore
  27. Compete
  28. Collaborate
  29. Social Action Matrix Content Players Explore Express Compete Collaborate
  30. 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
  31. Content Players Explore Express Compete Collaborate Help Comment Share GreetCollect Showoff Create Customize Build Contribute Social Action Matrix
  32. 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?”
  33. 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
  34. Fake 
 landing page?
  35. Fake 
 landing page?
  36. Operant Conditioning AKA 
 Skinner Box?
  37. Operant Conditioning AKA 
 Skinner Box? X
  38. Skill-building = making customers more awesome
  39. Skill-building = making customers more awesome
  40. Core Loop = 
 skill-building habit loop Skill-Building Core Loop
  41. 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
  42. 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
  43. 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
  44. 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
  45. 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
  46. BreakTime!
 urge for a quick social “hit” Read & Respond to Updates Check Notifications
 & Stats Collect faves, RTs & followers
  47. 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
  48. 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
  49. 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
  50. 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
  51. Skill-building = making customers more awesome
  52. Core Loop = making customers more skillful
  53. 4-stage Customer Narrative3 Design is not just what it looks like & feels like. Design is how it works. Steve Jobs
  54. is for Enthusiastsend-to-end customer experience Discovery Onboarding Habit-Building Mastery
  55. is for Enthusiasts Discovery Stage 1: Discovery is for Visitors What is this? Is it right for me?
 What’s the value proposition?
  56. is for EnthusiastsStage 2: Onboarding is for Newbies Discovery Onboarding How do I learn the ropes? 
 How do I start giving & getting value?
  57. is for EnthusiastsStage 3: Habit-building is for Regulars Discovery Onboarding Habit-Building What urge pulls me back? What am I getting better at?
  58. is for EnthusiastsStage 4: Mastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery What skills & knowledge have I mastered? How can I leverage that?
  59. is for Enthusiasts Discovery Onboarding Habit-Building Mastery Customer Narrative
  60. conversational environment built around friendly, helpful bots
  61. extensible environment built to enable UGC & player creativity
  62. is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
  63. is for EnthusiastsStage 1: Onboarding is for Newbies Learn the ropes with a friendly bot
  64. is for EnthusiastsStage 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
  65. is for EnthusiastsStage 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
  66. skill-building makes your customers more awesome
  67. game thinking helps them leverage their skills
  68. .. and helps YOU bring products to life with gaming smarts
  69. 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
  70. What We Do accelerate your path to product/market fit with gaming smarts
  71. Just Launched Getting2Alpha Podcast listen in as we explore how successful creative people bring their ideas to life
  72. Lightning-Fast Customer Insights Secrets of Game Thinking 5 Rules for Co-op Game Design Getting2Alpha Flipped Workshops
  73. Thank You Let’s stay in touch @amyjokim http://amyjokim.com

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