The document discusses metagame design and reward systems that drive engagement. It defines a metagame as layering a rewards system onto an existing activity to motivate certain behaviors. Examples of metagames include collecting items, earning ranks in karate or scouting, and frequent flyer programs. The document provides a framework for metagame design including assigning points to actions, adding feedback and rewards systems using levels, leaderboards, and achievements, and facilitating viral outreach through social sharing. It concludes with tips for compelling metagame design such as creating a coherent experience, defining appropriate point systems, motivating different player types, designing shareable rewards, and using game pacing.

1. MetaGame Design!
Reward Systems that Drive Engagement!
Amy Jo Kim CEO, Shufflebrian!

2. What is a Metagame?

3. Using out-of-game info or resources !
to affect in-game decisions!
Gaming definition!

4. Layering an rewards system
onto an existing activity

5. Metagames are Everywhere

6. Collecting!
Complete Collections  Gain Status, Access, $$!

7. Behavior Chart!
Collect Stickers  Earn Privilege or Prize!

8. Karate!
Develop Skill  Earn Rank, Prestige, Powers

9. Scouting!
Complete Tasks  Earn Badges, Rank, Prestige, Powers

10. Frequent Flyer Programs!
Spend Money  Earn Points  Redeem for Flights

11. Arcade!
Spend Money  Earn Points  Redeem for Items

12. Text RPG!
Complete Missions  Earn Points  Redeem for Items

13. Contest/Raffle
Take Action  MAYBE Win Item

14. Contest/Raffle
Take Action  Maybe Win Item

15. Tournament!
Play Sport  Enter Tournaments  Earn Ranking/Trophies!
Leagues & Teams are part of this!

16. Tournament!
Play Sport  Enter Tournaments  Earn Ranking/Trophies!

17. So how do you design a Metagame?

18. Metagame Design Framework
Viral
Outreach
Feedback &
Rewards
Points

19. Metagame Engagement Loop
Post updates,
give gifts,
send taunts
Get feedback,
earn rewards
Take actions,
earn points

20. Step 1: Assign points to actions
Viral
Outreach
Feedback &
Rewards
Points
Act
React
Customize
Create
Earn
Spend

21. Which ACTIONS earn points?

22. Which REACTIONS earn points?

23. 3 Types of points
1) Experience Points (XP)
- earned directly via players’ actions
- track & reward socially/economically useful player actions
2) Skill Points (Score, Rank)
- earned via interacting with the system
- based on mastery of the activity or game
3) Influence Points (Rating, Reputation)
- earned via the actions of other players
- proxy for quality/reputation/influence
- track & reward socially valuable contributions & actions

24. Is your points system tracking
skill, experience, or both?

25. Is your points system assigning
ratings to people or objects?

26. Can you Spend your points?

27. Step 2: Add Feedback & Rewards
Viral
Outreach
Feedback &
Rewards
Levels
Points
Leaderboards
Roles
Reputation
Missions
Challenges
Achievements
Collections

28. Levels are shorthand for
participation and achievement

29. Leaderboards identify, motivate and
reward your most devoted players

30. Social Leaderboards drive competition
and enable missions

31. Leaderboards can cause problems -
don’t be afraid to remove/hide/change

32. Missions tell players what to do next!

33. Mission-driven engagement loop
Post updates,
give gifts,
send taunts
Accept
Mission
Get feedback,
earn rewards
Update
Mission
List
Take actions,
earn points

34. Reputation and Ratings track quality/skill
+ motivate contributions!

35. Achievements provide short-term goals
+ sense of progression!

36. Motivate newbies with easy-to-earn rewards!

37. Motivate power-users with scarce resources!

38. Motivate contributors with a rating system!

39. Step 3: Grow through Viral Outreach
Viral
Outreach
Updates
Gifts
Feedback & Sharing
Rewards Invites
Points

40. What are the ‘social moments’ in your game?

41. Competition
Bragging, Taunting, Challenging

42. Cooperation
Sharing, Helping, Gifting

43. Self-Expression
Check out my character/outfit/farm/page

44. Case Study: Farmville

45. XP + coins earned by completing tasks

46. Customize your character

47. purchase seeds

48. Plant & Harvest Crops

49. Help Neighbors

50. Design & Develop Your Farm

51. Buy exclusive items with $$$

52. Tutorial introduces pts, levels, rewards

53. Earn coins, level up, buy more stuff

54. Leaderboards facilitate social interactions

55. Achievements come early & often

56. Achievements displayed as collections

57. Achievements displayed as collections

58. Help your neighbors, then brag about it

59. Many opportunities for self-expression

60. Gifting pulls people into the game

61. Case Study: Stack Overflow
Technical Q&A site w/crowd-sourced moderation

62. Ask/answer good questions to build Reputation!

63. Leaderboards for Reputation score!

64. Earn badges by performing basic site tasks!

65. Question: why no viral outreach?!

66. 5 Tips for Designing a Compelling Metagame!
1. Create a coherent experience that unfolds over time

67. 5 Tips for Designing a Compelling Metagame!
1. Create a coherent experience that unfolds over time
2. Define a points system (XP, social pts, redeemable pts)
that supports your purpose and audience

68. 5 Tips for Designing a Compelling Metagame!
1. Create a coherent experience that unfolds over time
2. Define a points system (XP, social pts, redeemable pts)
that supports your purpose and audience
3. Introduce feedback and rewards that motivate newbies,
enthusiasts, and contributors

69. 5 Tips for Designing a Compelling Metagame!
1. Create a coherent experience that unfolds over time
2. Define a points system (XP, social pts, redeemable pts)
that supports your purpose and audience
3. Introduce feedback and rewards that motivate newbies,
regulars, enthusiasts, and leaders
4. Design rewards that players will be eager to share

70. 5 Tips for Designing a Compelling Metagame!
1. Create a coherent experience that unfolds over time
2. Define a points system (XP, social pts, redeemable pts)
that supports your purpose and audience
3. Introduce feedback and rewards that motivate newbies,
regulars, enthusiasts, and leaders
4. Design rewards that players will be eager to share
5. Use “game pacing” to grant rewards over time

71. Thank you! !
amyjokim@gmail.com
Amyjokim
Twitter, Facebook, Slideshare