Kings of Engagement: How Gaming Changed the World of UX
Transcript of Kings of Engagement: How Gaming Changed the World of UX
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A clickbait title to generate clicks
or an amazingly true statement?
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You are reading this,
so the first part is true.
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I will take the next few slides to prove the
second.
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In 5-7 minutes, you too will learn
how gaming changed the world Of UX.
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Something’s wrong with the world today, I don’t know what it is...
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But humanity spends 3 Billion hours a week
playing games.
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We are playing various games,
like Call of Duty and GTA...
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But also very weird games..
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like this one.
Cookie clicker
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A game created for the sole purpose of clicking
on cookies, which in time generate more cookies…
to infinity and beyond.
Everybody in the crowd playing Cookie Clicker say “Yeaaaaaa!!!”
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And how about the title Papers, Please, where you
take the role of an immigration officer
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Deciding who is eligible in your communist
country and who is excluded for good?
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How boring this sounds, and yet, more than 1 mil
people found it interesting enough to pay for it.
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If you want to know what engagement truly looks
like, take a look at the work of Phil Toledano.
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A photographer who took pictures of gamers
while at play.
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Photo by Phil Toledano
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I know of only two conditions where the human
face look like this.
One of them is while playing games.
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Based on slides 3-19, I think that we can safely
say that games are...
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Kings of Engagement
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Has gaming changed the world?
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During the 70’s and 80’s, gaming was a thing for
young male geeks, no more.
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Until non-gaming apparatuses- PC, Facebook and
mobile, brought gaming to the masses.
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1972 20091982 1988 2008
1 7
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It caught like wildfire.
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Now Everybody is a Gamer!
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1 Billion $$ in 3 days
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Acquired by Amazon for 1 Bil $
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I stumbled upon a Business Insider list,
titled “The Richest YouTube Stars”.
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And guess what? 15 out of 20 review games!
You know the top dog:
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PewDiePie. 32 mil subscribers
That’s twice as much as Rihanna.
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Is Gaming Changing the World
of UX?
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The single most important thing for a
game designer is the user experience.
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Games are all about user experience.
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Let’s Recap
Games are kings of engagement.
The world is playing.
Changing the world of UX.
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It’s no wonder that everybody wants a piece of
the gaming pie.
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And everyone would like to put the engagement
ring on their user’s finger...
Using games as their matchmaker.
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In the rest of the deck, you will gain more
understanding of games...
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And I’ll give 2 different examples of great game-
like experiences in non-game environments.
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But hey, we haven’t been properly introduced!
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[email protected] @ Dori Adar
My Name is Dori Adar.A speaker,
deck builder,
game maker,
ice cream eater.
Find my latest decks here:
www.doriadar.com
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Today’s Agenda
1. the ingredients of a game2. The hero product3. the villain product
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1The ingredients
of a game
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I’m going to take a high level approach
on this one.
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A Game
Components
Rules
Objectives
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Components: Board, soldiers
Rules: A turn based game, a
certain movement to each soldier
etc.
Objectives: Kill your opponent’s king
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But a game is not going to go anywhere,
unless it provides constant feedback.
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Visual feedback, sure. But not only.
Feedback is more than that.
Lives
High score
Progress bar
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Feedback is the engine that drives the plot
forward, in the form of a loop.
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Kill monsters Get treasure Buy weapons
Repeat
Here’s the classic RPG loop
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Components
Rules
Objectives
FeedbackFeedback
So now we have it. A game.
How simple to grasp.
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Why can’t our lives be more like games?
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Why do we rarely have clear goals and
objectives in life?
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Why is feedback, AKA
“Good job!”, seldom
given?
Photo by Sarah Reid
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No wonder we are getting hooked on feedback
provided to us by social media.
We yearn for it.
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Social products are “gamified” by nature,
presenting view counts and like counts. This is
the equivalent of user score.
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Other products might enhance game mechanics,
usually score and badges. This is known as
gamification.
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And there are a few examples of products built
like games from the ground up.
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I find those the most interesting.
Here are two examples:
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Adventure Free to Play
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Heroes Villains
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2The hero product
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Adventure games emphasize character growth.
Leveling up and acquiring skills are the brick
and mortar of this genre.
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This can come in handy when a product’s goal is
to educate.
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Components
Rules
Objectives
is an adventure game
A man and his keyboard, interactive lessons
etc.
Finish lessons to acquire dev skills.
Learn to code!
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But learning to code is a long term goal. As in
adventure games, “saving the world” goes through
mid term and short term objectives.
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Codacademy make smart use of short and mid-term
objectives.
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Mid term goals
Short term goals
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And what about our engine? Well, Codeacademy’s
interactive nature is ripe for feedback loops.
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Immediate feedback when writing code
Community feedback (multi-player)
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FeedbackFeedback
And some badges and progress bars, off course.
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Codeacademy is considered to be a shining example
of gamification done right.
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I find Codeacademy not a gamified product,
but a game whose purpose is to teach code.
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That’s a major difference.
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One thing though, that could make Codeacademy an
even better game, is the badass factor.
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Games make us feel badass.
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badass!
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Codeacademy still doesn’t make me feel like a
coding ninja… yet.
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I think they will get there eventually.
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3the villain product
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Casual games, especially the free to play ones,
are different than adventure games.
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Whereas adventure games emphasize the hero within
us,
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Casual games focus on our need for constant
“feel-good” feedback.
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Hence, here’s my definition of a F2P game
(Free 2 play):
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A F2P game is a feedback machine that is built and shaped
to bring you the best feedback experience.
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Spotting patterns A small, low effort
act
Anticipation The variable reward
Here’s the addictive Candy Crush feedback loop.
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Tinder uses the exact same feedback loop.
Let’s see it in action.
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We love spotting patterns.
And we love looking at (eye) candies.
Lucky us, everyone on Tinder looks just
marvelous!
Spotting patterns
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A small, mindless act, not requiring
any real brain effort.
A small, low effort
act
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Anticipation. Did I make it? Did he
like me too?
Waiting...
Anticipation
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And the reward, which is also of a
variable outcome. Not all people are
created equal, what can you do.
The variable reward
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Here’s the thing about Tinder objectives.
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There’s a long term objective (that may vary)
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A mid term objective
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And the ultimate short term objective.
The match.
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Waiting...
Spotting patterns A small, low effort
act
Anticipation The variable reward
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The beauty of Tinder is that unlike Candy Crush,
it does solve a real problem.
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Hell, I just went to a Tinder wedding a couple of
weeks ago.
(Mazal Tov Sharon and Dudi! Was awesome!)
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Similar to Codeacademy,
I do not see it as mere gamification.
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Tinder uses the mechanics of a casual game,
from the ground up.
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Alright kids,Let’s wrap it up.
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1The
ingredients of a game
Components
Rules
Objectives
FeedbackFeedback
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2The hero product
Components
Rules
Objectives
FeedbackFeedback
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3The villain product
Components
Rules
Objectives
FeedbackFeedback
The most important
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Famous last words:
When building products…
think like a game designer.
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Thank you
doriadar.com
And one more thing...
Thank you
Sarah Keyes
for editing
the slides so
elegantly.
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Play Games
Cause you’ll learn from it, get tons of inspiration, and most important: it’s fun!