Fun in Functional 2009
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Putting the Fun in FunctionalApplying Game Mechanics to Social Media
Amy Jo Kim, Ph.D. CEO, ShuffleBrain Inc.
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First, some terminology…
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What is Social Media?
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What is Social Media?
player-created content
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What is Social Media?
player-created content
social infrastructure
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What is Social Media?
player-created content
social infrastructure
tools for
sharing
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What is a Game?
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Formal Definition
a system in which players engage in an artificial
conflict,
defined by rules, that results in a quantifiable
outcome*
*from Rules of Play by Eric Zimmerman and Katie Salen
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Informal Definition
a structured experience with rules and goals
that’s fun
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Games tap into our primal response patterns
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Games engage us in flow
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What are Game Mechanics?
the systems and features that make games fun, compelling and addictive
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Game Mechanics for Social Media
1. Collecting
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Show me your stuff!
Impressive Collection = Bragging Rights
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The Power of Completing a Set
only X more to go…
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Game Mechanics for Social Media
1. Collecting
2. Points
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Game Points are given by the system
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Social Points are given by other players
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Redeemable Points drive Loyalty
Southwest Airlinessimpler Frequent Flyer points
Drugstore.com Dollarsearn while you shop
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Leaderboards drive player behavior…
…and express community values
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Levels punctuate the game experience…
…and unlock new powers and access
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Game Mechanics for Social Media
1. Collecting
2. Points
3. Feedback
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Feedback accelerates mastery…
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…and adds fun
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Social feedback drives engagement
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Game Mechanics for Social Media
1. Collecting
2. Points
3. Feedback
4. Exchanges
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Exchanges are structured social interactions
basic, primal form of social engagement
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Social Exchanges can be explicit…
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… or implicit (i.e. emergent)
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comments are implicit“Add Friend” is explicit
Some social environments have both
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Game Mechanics for Social Media
1. Collecting
2. Points
3. Feedback
4. Exchanges
5. Customization
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Character Customization
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Interface Customization
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How is Social Media influencing Games?
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Trends in Social Media
1. Accessible
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Trends in Social Media
1. Accessible
2. Recombinant
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Trends in Social Media
1. Accessible
2. Recombinant
3. Syndicated
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Case Study: Youtube
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What do you collect?
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How do you earn points?
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How do you get feedback?
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Where do you have exchanges?
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How do you customize your experience?
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Is the service accessible?
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Are the data objects recombinant?
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Can the service be syndicated?
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Case Study: Twitter
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What do you collect?
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How do you earn points?
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How do you get feedback?
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Where do you have exchanges?
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Can you customize your experience?
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Is the service accessible?
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Are the data objects recombinant?
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Can the service be syndicated?
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Case Study: PhotoGrab
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What do you collect?
awards, games played and created
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How do you earn points?
playing games, improving your skill, creating popular games
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How do you get feedback?
in-game (score and rating), meta-game (stats and notifications)
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Where do you have exchanges?
comments, notifications
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Can you customize your experience?
Customized game skins and data feeds
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Is the service accessible?
EZ game UI and game creation
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Are the data objects recombinant?
Recombinant games and game objects
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Can the service be syndicated?
RSS feeds, widgets
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What do YOU think about the intersection of games and social media?
Join the discussion at http://shufflebrain.com
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@
Thank You – Any Questions?
@amyjokim (Twitter)
Amy Jo Kim (FaceBook)