Post on 28-Jan-2015
description
Smart Gamification
How to Build Sustainable Social Systems
Amy Jo Kim, Ph.D. © 2011 All Rights Reserved
my life as a social gamer
The many faces of gamification
What’s the larger trend?
Will Wright – Creator of The Sims, SimCity, Spore
We’re in a Gambrian Explosion
everyone’s a gamer
Games are everywhere
social games help us stay connected
social games help us achieve our goals
How can we navigate this fast-changing terrain?
1. Know your players’
social style1. Know your players’
social style
Lifecycle Design: Sustainable Social Systems
Who’s Playing? How do they like to engage?
Jane McGonigalRichard Bartle
Points, Badges, Levels, Leaderboards… appeal primarily to
Achievers
Killers Achievers
Socializers
Explorers
Bartles MUD Player Types (1996)
Compete
CoopExplore
Express
Kim’s Social Engagement Verbs (2011)
Competitive VerbsWin, Beat, Brag, Taunt, Challenge, Pass, Fight
Cooperative VerbsJoin, Share, Help, Gift, Greet, Exchange, Trade
Exploration Verbsview, read, search, collect, complete, curate
Expressive Verbschoose, customize, layout, design, dress up, showoff
Content Players
Interacting
Acting
What are YOUR social engagement verbs?
Explore
Express Compete
CollaborateGive
Help
Comment Like
Share
GreetCollect
RateView
Review
Vote
Curate
Win Challenge
ShowoffCompare Taunt
CreateDesign
Customize Choose
Purchase
Decorate
Build
2. Design for 3 key
lifecycle stages2. Design for 3 key
lifecycle stages
1. Know your players’
social style1. Know your players’
social style
Lifecycle Design: Sustainable Social Systems
The Player Lifecycle: 3 Key Stages
Onboarding
Habit-Building
Mastery
Newbie
Regular
Enthusiast
Jane McGonigal
With games, fun arises out of mastery.
Learning is the drug.
Regulars need fresh content/activities/challengesNewbies need to learn the ropes(welcome + goals + progress + achievable rewards)
Regulars need fresh content/activities/challenges
Enthusiasts need exclusivity, recognition, impact
PRO TIP: create an “elder game” – e.g. systems that identify, leverage and empower your enthusiasts
2. Design for 3 key
lifecycle stages2. Design for 3 key
lifecycle stages
1. Know your players’
social style1. Know your players’
social style
Lifecycle Design: Sustainable Social Systems
3. Put PERMA into your
engagement loops3. Put PERMA into your
engagement loops
Positive Emotionsexperiencing joy, pleasure, fun, safety, etc
Engagement / Flowbeing consciously involved in our activities
Relationshipsenjoyable/supportive interactions w/others
Meaningcreating a purposeful narrative
AccomplishmentCompleting goals + following core values
Positive Emotionsexperiencing joy, pleasure, fun, safety, etc
Engagement / Flowbeing consciously involved in our activities
Relationshipsenjoyable/supportive interactions w/others
Meaningcreating a purposeful narrative
AccomplishmentCompleting goals + following core values
Martin Seligman
What is PERMA?Key Findings From Positive Psychology
Harvesting crops visual pleasure, self-expression
Get nearby recommendations social serendipity
Amazon messaging staying informed, building trust
Shipping confirmation
Purchase confirmation
Deconstructing Engagement Loops
Positive EmotionFun / Delight / Trust / Pride / Curious
NewbieOnboarding
(social) Call to ActionCustomize / Share / Help / Compete
Player (re)EngagementTask / Mission / Game / Quiz / Gift
Visible Progress Stats / Challenges / Awards / Messages
Newbie
Enthusiast
Regular
Novice
Expert
Master
Engagement changes during a player’s lifecycle
4. Light the way to mastery with
progress mechanics4. Light the way to mastery with
progress mechanics 3. Put PERMA into your
engagement loops3. Put PERMA into your
engagement loops
2. Design for for 3 key
lifecycle stages2. Design for for 3 key
lifecycle stages
1. Know your players’
social style1. Know your players’
social style
Lifecycle Design: Sustainable Social Systems
In a good game, the mechanics guide you towards learning and mastery
Dynamics Mechanics
Aesthetics
PlayerJourney
Think Like a Game Designer
Game mechanics are only part of the picture
ProgressiveUnlocks
Appointments
Dynamics
Game Dynamics are patterns over time
DynamicSystems
RewardSchedules
Pacing
Patterns can be programmed into game systems
Reward Schedules Habits, Surprise, Addiction
Game Mechanics make progress visible
Levels
PlayerJourney
Points
LeaderboardsBadges
Missions
Mechanics
VirtualGoods
Mechanics “light the way” in a player’s journey
Fun
Delight
Envy Pride
Aesthetics
Game Aesthetics evoke emotion
SurpriseSatisfaction
Trust
Connection
Curiosity
Emotion drives action & engagement
A good game takes the player on an emotional journey over time
Sustained Engagement (AKA flow) is achieved by Increasing Challenge (AKA mastery)
PRO TIP: deliver increased challenge & complexity as your players’ skills improve
4. Light the way to mastery with
progress mechanics4. Light the way to mastery with
progress mechanics
2. Design for their
lifecycle stages2. Design for their
lifecycle stages
1. Know your players’
social style1. Know your players’
social style
5. Motivate Players with
intrinsic rewards5. Motivate Players with
intrinsic rewards
Lifecycle Design: Sustainable Social Systems
3. Put PERMA into your
engagement loops3. Put PERMA into your
engagement loops
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
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
Rank-ordering Intrinsic Motivation
AutonomyBelonging
FunSelf-Knowledge
MasteryPower
Love
Prizes
PointsLevels
Leaderboards
Badges
Learning
Quests
Intrinsic value > Extrinsic Rewards
SexMeaning
Gold Stars
ProgressBar
Money
Extrinsic Motivators completing tasks
Task Completion LinkedIn Progress Bar
Intrinsic Motivators sustained engagement
it feels good to be part of something larger than yourself
PRO TIP: use feedback & rewardsto support intrinsically motivating activity
52
CASE STUDY: modcloth
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?
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?
6,550 Total Votes
268 Total Comments
Engagement Loop: Vote, Discuss, Buy
What’s the positive emotion inside that activity?
58
GiveHelp
Comment
Like
Share
GreetCollect
RateView
Review
Vote
Curate
Win Challenge
Showoff
Taunt
CreateDesign
Customize
Choose
Purchase
Decorate
Build
Describe
Pummel
What are the Key Engagement Verbs?
Explore
Express Compete
Collaborate
What can players learn and accomplish?
“together we’re creating a custom clothing line”
What did Modcloth learn & accomplish?
The best indicator for what sells is PASSION, not just votes
Thank You
@amyjokim on Twitter
http://about.me/amyjokim
http://www.shufflebrain.com