Amy Jo Kim discusses how game mechanics like collecting, points, feedback, exchanges, and customization can be applied to functional software and services to make them more fun, compelling, and addictive. She provides examples of how these mechanics are used in games and social networks like MySpace to engage users. Kim also analyzes how "serious" games like Brain Age for Nintendo DS and review sites employ these mechanics to motivate repeat play and participation.

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 Amy Jo Kim: Creative Director ShuffleBrain Trained in Psych, Neuroscience, CompSci Design social games, Web communities, mobile services Author, “Community Building on the Web”

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 Collecting

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 Collecting Points

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 Collecting Points Feedback

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 Collecting Points Feedback Exchanges

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 Collecting Points Feedback Exchanges Customization

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? Collecting Points Feedback Exchanges Customization

58. How is MySpace like a game? Collecting Points Feedback Exchanges Customization

59. How is MySpace like a game? Collecting Points Feedback Exchanges Customization

60. How is MySpace like a game? Collecting Points Feedback Exchanges Customization

61. How is MySpace like a game? Collecting Points Feedback Exchanges Customization

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 Collecting Points Feedback Exchanges Customization Collect daily stamps Collect new games

65. Points are tracked over time Collecting Points Feedback Exchanges Customization Points over time Points for a round

66. Feedback works at different time scales Collecting Points Feedback Exchanges Customization Short term: correct? Long term: Brain age

67. Feedback & instructions are conversational Collecting Points Feedback Exchanges Customization He introduces You play He evaluates

68. Customization via handwriting… Collecting Points Feedback Exchanges Customization Custom signature Custom stamp

69. … and time-aware dialog Collecting Points Feedback Exchanges Customization Brain Age is aware of time

70. Creating the illusion of awareness Collecting Points Feedback Exchanges Customization 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 Collecting Points Feedback Exchanges Customization

73. Multiple Leaderboards showcase different metrics Collecting Points Feedback Exchanges Customization

74. Users get immediate feedback when posting/rating reviews Collecting Points Feedback Exchanges Customization

75. “ Compliments” function as impicit exchanges Collecting Points Feedback Exchanges Customization

76. Profiles offer rich Character Customization Collecting Points Feedback Exchanges Customization

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