The document discusses sustainable social systems design for gamification. It recommends 1) understanding player social styles, 2) designing for key lifecycle stages of newbies, regulars and enthusiasts, 3) incorporating elements that satisfy psychological needs like relationships and meaning, 4) using progress mechanics to guide mastery, and 5) motivating with intrinsic rather than extrinsic rewards. An example of ModCloth's social shopping model is provided.

1. Amy Jo Kim, Ph.D. © 2011 All Rights Reserved Smart Gamification How to Build Sustainable Social Systems

2. my life as a social gamer

3. The many faces of gamification

4. What’s the larger trend?

5. Will Wright – Creator of The Sims, SimCity, Spore We’re in a Gambrian Explosion

6. everyone’s a gamer Games are everywhere

7. social games help us stay connected

8. social games help us achieve our goals

9. How can we navigate this fast-changing terrain?

10. 1. Know your players’ social style Lifecycle Design: Sustainable Social Systems

11. Who’s Playing? How do they like to engage?

12. Jane McGonigal Richard Bartle Points, Badges, Levels, Leaderboards… appeal primarily to Achievers

13. Killers Achievers Socializers Explorers Bartles MUD Player Types (1996)

14. Compete Coop Explore Express Kim’s Social Engagement Verbs (2011)

15. Competitive Verbs Win, Beat, Brag, Taunt, Challenge, Pass, Fight

16. Cooperative Verbs Join, Share, Help, Gift, Greet, Exchange, Trade

17. Exploration Verbs view, read, search, collect, complete, curate

18. Expressive Verbs choose, customize, layout, design, dress up, showoff

19. Content Players Interacting Acting What are YOUR social engagement verbs? Explore Express Compete Collaborate Give Help Comment Like Share Greet Collect Rate View Review Vote Curate Win Challenge Showoff Compare Taunt Create Design Customize Choose Purchase Decorate Build

20. 2. Design for 3 key lifecycle stages 1. Know your players’ social style Lifecycle Design: Sustainable Social Systems

21. The Player Lifecycle: 3 Key Stages Onboarding Habit-Building Mastery Newbie Regular Enthusiast

22. Jane McGonigal With games, fun arises out of mastery . Learning is the drug.

23. Regulars need fresh content/activities/challenges Newbies need to learn the ropes (welcome + goals + progress + achievable rewards)

24. Regulars need fresh content/activities/challenges

25. Enthusiasts need exclusivity, recognition, impact

26. PRO TIP: create an “elder game” – e.g. systems that identify, leverage and empower your enthusiasts

27. 2. Design for 3 key lifecycle stages 1. Know your players’ social style Lifecycle Design: Sustainable Social Systems 3. Put PERMA into your engagement loops

28. P ositive Emotions experiencing joy, pleasure, fun, safety, etc E ngagement / Flow being consciously involved in our activities R elationships enjoyable/supportive interactions w/others M eaning creating a purposeful narrative A ccomplishment Completing goals + following core values Martin Seligman What is PERMA? Key Findings From Positive Psychology

29. Harvesting crops  visual pleasure, self-expression

30. Get nearby recommendations  social serendipity

31. Amazon messaging  staying informed, building trust Shipping confirmation Purchase confirmation

32. Deconstructing Engagement Loops Positive Emotion Fun / Delight / Trust / Pride / Curious Newbie Onboarding (social) Call to Action Customize / Share / Help / Compete Player (re)Engagement Task / Mission / Game / Quiz / Gift Visible Progress Stats / Challenges / Awards / Messages

33. Newbie Enthusiast Regular Novice Expert Master Engagement changes during a player’s lifecycle

34. 4. Light the way to mastery with progress mechanics 3. Put PERMA into your engagement loops 2. Design for for 3 key lifecycle stages 1. Know your players’ social style Lifecycle Design: Sustainable Social Systems

35. In a good game, the mechanics guide you towards learning and mastery

36. Dynamics Mechanics Aesthetics Player Journey Think Like a Game Designer Game mechanics are only part of the picture

37. Progressive Unlocks Appointments Dynamics Game Dynamics are patterns over time Dynamic Systems Reward Schedules Pacing

38. Patterns can be programmed into game systems Reward Schedules  Habits, Surprise, Addiction

39. Game Mechanics make progress visible Levels Player Journey Points Leaderboards Badges Missions Mechanics Virtual Goods

40. Mechanics “light the way” in a player’s journey

41. Fun Delight Envy Pride Aesthetics Game Aesthetics evoke emotion Surprise Satisfaction Trust Connection Curiosity

42. Emotion drives action & engagement A good game takes the player on an emotional journey over time

43. Sustained Engagement (AKA flow) is achieved by Increasing Challenge (AKA mastery)

44. PRO TIP: deliver increased challenge & complexity as your players’ skills improve

45. 4. Light the way to mastery with progress mechanics 2. Design for their lifecycle stages 1. Know your players’ social style 5. Motivate Players with intrinsic rewards Lifecycle Design: Sustainable Social Systems 3. Put PERMA into your engagement loops

46. Autonomy –the desire to direct our own lives. Mastery — the urge to get better at something that matters. Purpose — AKA belonging, desire to be part of something bigger than ourselves

47. Rank-ordering Intrinsic Motivation

48. Autonomy Belonging Fun Self-Knowledge Mastery Power Love Prizes Points Levels Leaderboards Badges Learning Quests Intrinsic value > Extrinsic Rewards Sex Meaning Gold Stars Progress Bar Money

49. Extrinsic Motivators  completing tasks Task Completion  LinkedIn Progress Bar

50. Intrinsic Motivators  sustained engagement it feels good to be part of something larger than yourself

51. PRO TIP: use feedback & rewards to support intrinsically motivating activity

52. CASE STUDY: modcloth

53. What’s their intrinsic motivation? What’s the unmet need / intrinsic motivation? “ I express my individuality and style with cute clothes” Who are the players? What’s their social style?

54. Samples and prototypes can be dropped due to low order volume. Need a system to mitigate risk of meeting production minimums What’s the business need?

55. 6,550 Total Votes 268 Total Comments Engagement Loop: Vote, Discuss, Buy What’s the positive emotion inside that activity?

59. Give Help Comment Like Share Greet Collect Rate View Review Vote Curate Win Challenge Showoff Taunt Create Design Customize Choose Purchase Decorate Build Describe Pummel What are the Key Engagement Verbs? Explore Express Compete Collaborate

60. What can players learn and accomplish? “ together we’re creating a custom clothing line”

61. What did Modcloth learn & accomplish? The best indicator for what sells is PASSION, not just votes

62. Thank You @amyjokim on Twitter http://about.me/amyjokim http://www.shufflebrain.com