Way of Kindness: game mechanics applied to service design and engagement marketing


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It is about time to create meaning online and encourage people to act kindly to one another. The presentation, built on the shoulders of giants ( see reference) looks at how game mechanics can be applied to service design and engagement marketing to encourage and reward Kindness between people.

NB : I have used some third parties slides to create that presentation . Please kindly contact me for any issue: vsider2@hotmail.fr

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  • .
  • Shoulders of Giants
  • A Brief Narrative History of Social Games Ancient games have been found in archaeological excavations.  Senet  was a game placed in Ancient Egypt in 3100 BC, and the earliest set of dice (which represents luck–likely stemming from early concepts of fate and divine favor–which emerged from soothsayers who forecast the future from the casting of bones) was found in a  Backgammon  set. At the same time as these early boardgames were being created, people were playing sports; it seems likely that sports have an origin deep within prehistory, but one of the earliest recorded sports was Polo–which, like Backgammon–has its origins in ancient Persia. Polo was originally designed as a way to develop military skills. Somewhat later, early ballgames like  Episkyros  (in Greece) and then Harpastum  (Rome) were played, which later gave rise to Medieval sports such as  Shrovetide Football , a forerunner to most contemporary football sports. Chess  may have been originally thought of as an abstraction of military conflict, used to teach military strategy to generals. Over the years, it grew in popularity, and during the Enlightenment was thought of as a way to train the mind. Benjamin Franklin wrote a famous essay called the  Morals of Chess , which he believed taught caution, circumspection and foresight. Similarly, other games had begun to emerge that were designed to teach moral values, including  Leela , a game from 16th century India which was the model for the modern game Chutes and Ladders. Also during the late middle ages, one finds a profusion of card-games, starting with  Tarot Cards , originally intended for use in games (although they later became associated with fortune telling). Games of chance, like luck, seem to be perennially associated with the occult. 1974 was perhaps the most important year in modern game history; this is when  Dungeons and Dragons  came to market. It integrated the ideas of abstracting tactical combat along with storytelling and a unique social aspect in which individual players used their imagination and creativity to contribute to the ongoing game. From D&D, you can trace a history through early mainframe computer games, to  MUDs  (multiuser dungeons) to MMORPGs  such as  World of Warcraft . Meanwhile, many people were looking to engage in  asynchronous  games that wouldn’t require groups to gather at set points in time, giving rise to  play-by-mail  games. The earliest implementations of online PBM games (aside from their manifestation as play-by-email games) were  BBS “Door” games . Trade Wars is probably one of the most famous; and I wrote a game in this market called Space Empire a long  time ago. A lot of these play-patterns are similar to what you’ll find in current Web-based and social-network games. Over this entire period of time, board games were also getting more sophisticated–spurred by the  Spiel des Jahres  competition in Germany, which popularized games like  The Settlers of Catan . Games that originally emerged in the hobby gaming market (such as  Magic: the Gathering ) laid the groundwork for virtual economies by showing that elements of games could be collected, traded and derive value from the intersection of their scarcity and utility. Most early MMORPGs built business models around subscription rather than virtual goods–which caused secondary markets to emerge for trading in items. Today, many games in the Free-to-Play (F2P) market  have turned this on its head, by making virtual goods the way the game publisher monetizes; because this has become such a good way to attract players and monetize attention, this has become “the” business model of current social network games. Likewise, virtual reward systems and metagames such as the  Xbox Live Achievement system prefigured the underlying mechanic of Foursquare and Music Pets. The current social network game market is the confluence of several big trends: social gameplay, along with asynchronous play patterns and a virtual-goods business model that has been shaped by market forces. We’re only at the beginning of seeing how far we can take the genre. It’s my belief that the next wave of games will draw upon many of the elements we’ve seen work in the past: great storytelling, challenging decision-making and a sense of tribal belongingness that surrounds popular games.
  • Way of Kindness: game mechanics applied to service design and engagement marketing

    1. Vincent Sider June 2010 Way of KINDNESS Game mechanics applied to Kindness Marketing
    2. How are most games structured
    3. Games allows to pay attention to what is different and it’s fun!
    4. <ul><ul><li>Game designers have to look at each </li></ul></ul><ul><ul><li>game feature or design issue from two </li></ul></ul><ul><ul><li>perspectives </li></ul></ul><ul><ul><li>Whether or not it is fun </li></ul></ul><ul><ul><li>Whether or not it can monetize well </li></ul></ul>
    5. Which brings us to
    10. Why such a growth ?
    11. The way of monetization www.sinksource.net
    12. <ul><li>Source: Currency </li></ul><ul><li>Users earn currencies by doing actions </li></ul><ul><li>Logging in </li></ul><ul><li>Staying longer </li></ul><ul><li>Recruiting friends </li></ul><ul><li>Completing missions </li></ul>
    13. <ul><li>Users purchase currency without leaving the game or by completing offers (Offerpal media) </li></ul>
    14. <ul><li>Sink: Virtual Goods </li></ul><ul><li>Users can then redeem currencies for virtual goods: </li></ul><ul><li>Decorative goods </li></ul><ul><li>Functional goods </li></ul>
    15. Decorative Goods DO NOT affect stats or game play
    16. Socialize, Express your identity with a customized avatar
    17. So that you can decorate, design your own room, restaurant, garden, farm, fish tank
    18. Functional Goods or gifts DO affect stats or game play
    19. Express your respect/love with a social gesture
    20. Enhance your game play: Pay More  Get Ahead Faster
    21. Virtual Goods drive engagement
    22. Game Mechanics
    23. 5 Game Mechanics <ul><li>Collecting </li></ul>Virtual Good inventory in Yoville
    24. <ul><li>Collecting </li></ul><ul><li>Points </li></ul>Game mechanics are based on points to track and count “good behaviours”
    25. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul>
    26. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchange </li></ul>Habbo Hotel Flash Mob
    27. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchange </li></ul><ul><li>Customization </li></ul>
    28. Attention triggers
    29. People want to feel important
    30. People want better stuff
    31. People want to achieve things EASY UNLOCKING = IMMEDIATE RESULTS 1) Don’t make it too hard to level up or attain new experiences. 2) Small, incremental steps that see immediate results are best to encourage continual usage. 3) This is a great way to retain your customers.
    32. People want to build relationships and reciprocity
    33. People want to feel good about themselves
    34. People want to express themselves
    35. DRIVERS FOR VIRTUAL GOOD ADOPTION People want competitive advantage
    36. Now !(time == money )
    37. Gaming mechanics hit people attention needs
    38. It did not took long for marketers and designers to realize that this way of getting attention could be applied to online services
    39. And given that what is at stake “attention scarcity” primarily for discovery services…
    40. Friends Discovery
    41. How are social networks like a game ? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchange </li></ul><ul><li>Customization </li></ul>= ENGAGING USER EXPERIENCE
    42. How are social networks like a game ? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchange </li></ul><ul><li>Customization </li></ul>= ENGAGING USER EXPERIENCE
    43. How are social networks like a game ? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchange </li></ul><ul><li>Customization </li></ul>= ENGAGING USER EXPERIENCE
    44. How are social networks like a game ? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchange </li></ul><ul><li>Customization </li></ul>= ENGAGING USER EXPERIENCE
    45. How are social networks like a game ? <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>= ENGAGING USER EXPERIENCE
    46. Music Discovery
    49. Gain more reward by raising the adventure meter to listen to unexplored songs
    54. Business Discovery
    55. Business Discovery
    59. Shopping Discovery
    61. City Discovery
    62. Encourages users to discover new places and explore their neighbourhood. Friend Finder MOBILE app game Social city-guide
    63. <ul><li>: Users ‘check-in’ to actual places in city using Foursquare . </li></ul><ul><li>: Each foursquare check-in earns user ‘points’. </li></ul><ul><li>[e.g.] </li></ul><ul><li>Find new place in your neighbourhood </li></ul><ul><li>(5 points) </li></ul><ul><li>- Drag a friend along with you (1 point) </li></ul>&quot;Fingers crossed that I don't lose points. I don't know what I'd do with myself if I lost the mayorship of my university... it's the only reason I go to class on a regular basis.&quot;
    64. : As users start checking-in to more interesting places with different people, users will be able to start unlocking badges. : Various badges are available. Eg: - Too much time karaoke - 4 nights out in a row : Users may also suggest new badges. UNLOCKING BADGES / ADVANCING
    65. The NBC-owned cable network BRAVO, has   partnered   with cosmetics retailer Sephora to reward   Foursquare       users who unlock the Bravo   Real Housewives badge, with $100 Sephora gift cards at select stores in New Jersey and New York over the next four weeks.
    66. The  City of Chicago ’s tourism office,  Explore Chicago  wants to encourage visitors to experience the city as  Ferris Bueller  did by engaging them in determining the route(s) that will ultimately earn them a Ferris Bueller badge on  Foursquare . The Explore Chicago giveaway (a free trip to two out-of-towners) was  posted on  Foursquare’s Facebook Page , inviting users to leave a comment with the scene they’d like to recreate from the movie. Their contribution in the form of a post enters them into a giveaway for a chance to win two Southwest Airlines tickets, a hotel stay and museum passes.
    67. As well as
    72. Finance Discovery
    73. Shopping Discovery
    74. Car discovery
    76. Idea discovery
    78. TV discovery
    79. leverage the presence of show fans on social networks and incentivize them with points for engaging with content — i.e. watching videos on NBC.com, Liking shows, chatting and recruiting friends. Points can be redeemed for goodies like NBC merchandise, show previews, virtual goods, badges and sweepstakes entries. NBC ‘Fan It’
    80. Share what you’re watching and earn points and badges! Add your Facebook, Twitter, or foursquare account! Watching the game from your favorite bar? Checking out the latest release at the theater? Miso is now integrated with foursquare, so you can share where you’re watching the game or movie. Miso now includes Twitter integration, so you can share what you’re watching on Facebook, Twitter, and foursquare! Share what you’re watching on TV or in the theater with your Facebook and Twitter friends! See what your friends are watching in your friend stream! Miso
    81. And finally…
    82. Kids discovery
    85. 6 to 18 months ahead ?
    86. Expect a massive adoption of game mechanics for web design and engagement marketing as well as …
    87. Explosion of sensors and tracking mechanism Tracking and sensors makes casual games a little less casual and reality, augmented .
    89. Gaming augmented reality
    90. Social Games Mobile integration
    91. Users select three players from a football match being broadcast live on television. They are awarded points according to the relative performance of those players versus those selected by rival users. Users can substitute players in real-time as the match unfolds in order to try to maximize their point totals. The winner is the user who has accumulated the most points over the course of the game. Picklive Social TV Football Game
    92. 6 to 18 years ahead?
    93. We are a reward based people
    94. <ul><li>Earn experience points from a toothpaste company for brushing your teeth </li></ul><ul><li>Earn points from health insurance companies for walking to work instead of driving. </li></ul><ul><li>Companies and even the government would have a vested financial interest in engaging consumers and citizens through game-like elements. </li></ul>
    95. Hey, I'll give you 30 toothpaste points for 25 of your cereal points.
    96. He, who controls the points controls the world
    97. Ethical ?
    98. Can a system generate infinite points and sustain its value ?
    99. Nike would have to square off against Lazyboy; &quot;You've just sat on our recliner for 5 hours... Ding ding 5000xp!&quot;
    100. With great powers come great responsibility
    101. With social media, companies are becoming more and more transparent, not because they want but because they have no choice. Social Media tells the truth about how companies are really treating their customers and all of this is indexed, archived.
    102. This will accelerate with applied game mechanics because there will be a visible correlation between customers behaviours and actions suggested by the company People will judge the businesses to the actions that they incentivize!
    103. <ul><li>Kindness will be demanded in business </li></ul><ul><li>Kindness is the main thing we look for in new acquaintances. </li></ul><ul><li>It's what we expect of our most personal relationships. </li></ul><ul><li>KINDNESS WILL BE THE ULTIMATE KILLER APP </li></ul>
    104. Story designers in collaboration with marketers define the story according to the targeted behaviours Designers setup the business rules for achieving the desirable actions Marketers design business rules for sinks and rewards, badges & prizes Designers create assets for trophies, virtual goods, widget skins, and notifications Marketers define desirable actions Developers instrument your site and embed widgets and other data. As Always Marketers talk about the offering, focus on long-term, social results THINK KINDNESS Audience Story Actions Mechanics Conversation Sink / Source Assets Design Service Design
    105. Incentivize customers to act kindly with one another. Define actions in the way as you would treat close family members WITH KINDNESS
    106. Thank you for kindly giving me the opportunity to reward your attention
    107. Game mechanics applied to Kindness Marketing Vincent Sider June 2010 econsultancy #FODM Twitter.com/vincentsider +447918887439 uk.linkedin.com/in/vincentsider
    108. References <ul><li>Amy Jo Kim. (15 th Jan, 2009) Game Mechanics for Interaction Design. Interview. </li></ul><ul><li>Benkler, Y. (2006) The Wealth of Networks. Yale University Press. </li></ul><ul><li>Rao, V. qtd Bogost, Ian. (2004) Asynchronous Multiplay: Futures for Casual Multiplayer Experience. Other Players Conference on Multiplayer Phenomena, Copenhagen Denmark. </li></ul><ul><li>Rajat Paharia talks about Gamification at Stanford:  Description ,  Slides ,  Video  (click on Lecture 7) </li></ul><ul><li>Amy Jo Kim talks about Gamification at Google:  Video ,  Slides ,  2010 Slides </li></ul><ul><li>And these books: </li></ul><ul><li>Game-Based Marketing  by Gabe Zichermann and Joselin Linder </li></ul><ul><li>Total Engagement  by Byron Reeves and J. Leighton Reed </li></ul><ul><li>Building Web Reputation Systems  by Randy Farmer and Bryce Glass </li></ul><ul><li>Changing the Game  by David Edery and Ethan Mollick </li></ul>
    109. BACKUP
    110. APATHY ?
    111. From Addiction to Apathy: The Five Stages of Foursquare Use
    112. From Addiction to Apathy: The Five Stages of Foursquare Use