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Amy Jo Kim, Ph.D.  © 2010 All Rights Reserved Smart Gamification Social Game Design for a Connected World
a brief history of social gaming
Social games have long been designed to develop useful, real-world skills
Team Sports build collaboration,  develop skills,  celebrate prowess
Role-playing Games invoke creativity…
…  and develop team skills
What do these examples have in common?
The core activity is BATTLE
What other Core Activities could we have?
Crafting (social games)
Running (workout games)
Voting (crowd games)
Sharing Knowledge (Q&A games)
Gamification an over-hyped meme pointing to a larger trend
Games are everywhere – everyone’s a gamer
Games forms are morphing rapidly We’re living in a  Gambrian Explosion Will Wright
Social games are an increasingly big part  of how we stay socially connected
SMARTgames: 5 Keys to Social Game Design
SMARTgames: 5 Keys to Social Game Design <ul><li>Know the engagement style of your players </li></ul>
Who’s Playing? How do they like to engage?
Content Players Interacting Acting What’s your Engagement Style?
Content Players Interacting Acting What’s your Engagement Style? Explore Express Compete Collaborate
Content Players Interacting Acting What are your Engagement Verbs? Explore Express Compete Collaborate Give Help Comment L...
Compete Verbs Win, Beat, Brag, Taunt, Challenge
Collaborate Verbs Share, Help, Gift, Greet, Exchange, Join, Trade
Express Verbs choose, customize, layout, design, create
Explore Verbs view, search, collect, complete, curate
SMARTgames: 5 Keys to Social Game Design <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
3 Key Stages of a Player’s Lifecycle Onboarding Habit-Building Mastery Newbie Regular Enthusiast
Newbies needs onboarding  (welcome + goals + progress + achievable rewards)
Regulars need fresh content/activities/challenges
Enthusiasts need exclusivity, recognition, impact
Easy to learn, hard to master…?
What does it take to master this game?
If I play well, what skill am I developing?
SMARTgames: 5 Keys to Social Game Design <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
What is PERMA? P ositive  E motions R elationships M eaning A ccomplishment Let’s make real life more like a game  Jane Mc...
What is an Engagement Loop? Positive Emotion Fun / Delight / Trust / Pride / Curious Newbie Onboarding (social) Call to Ac...
Farmville crops    pleasure, satisfaction, self-expression
Foursquare recommendations    fun, useful, social
Amazon messaging    informative, trustworthy Shipping confirmation Purchase confirmation
Engagement changes during a player’s lifecycle Onboarding Habit-Building Mastery
SMARTgames: 5 Keys to Social Game Design <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
Mechanics guide your player towards  learning and mastery
As players progress, increase the challenge This is what  designing for engagement  is all about
Nike+ Coach: clear feedback + progressive goals
SMARTgames: 5 Keys to Social Game Design <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
Rank-ordering Intrinsic Motivation
Autonomy Belonging Fun Self-Knowledge Mastery Power Love Prizes Points Levels  Leaderboards Badges Learning Quests Intrins...
Extrinsic Motivators    completing tasks Task Completion    LinkedIn Progress Bar
Intrinsic Motivators    deeper engagement Modcloth’s crowd-sourced clothing line
Crowd-sourced stats    community awareness  it feels good to be part of something larger than yourself
Social Game Design for a Connected World SMARTgames RECAP: 5 Keys + 2 extra-credit tips
Social Game Design for a Connected World <ul><li>Know the engagement style of your players </li></ul>
Social Game Design for a Connected World <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
Social Game Design for a Connected World <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
Social Game Design for a Connected World <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
Social Game Design for a Connected World <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
Social Game Design for a Connected World <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
Social Game Design for a Connected World <ul><li>Know the engagement style of your players </li></ul><ul><li>Design for on...
THANK YOU! @amyjokim  on Twitter [email_address] http://about.me/amyjokim http://www.shufflebrain.com
ADDITIONAL RESOURCES Introductory Level Printable Charts – Lifecycle, Social Verbs ‘ Drive’ by Daniel Pink (crib notes) ‘ ...
Content Players Interacting Acting What’s your Engagement Style? Explore Express Compete Collaborate
Content Players Interacting Acting What are your Engagement Verbs? Explore Express Compete Collaborate Give Help Comment L...
3 Key Stages of a Player’s Lifecycle Onboarding Habit-Building Mastery Newbie Regular Enthusiast
<ul><li>Carrots & sticks are so last century. For 21st century work, we need to upgrade to  autonomy, mastery & purpose. <...
Tom Chatfield 7 Lessons Learned From Games Tom Chatfield <ul><li>Progress: Bars, Levels, Points, Badges, Customization –  ...
Jesse Schell Jesse Schell
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Enthusiasts need exclusivity, recognition, impact Smart Gamification: Social Game Design for a Connected World

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Enthusiasts need exclusivity, recognition, impact

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