Make it Fun to Get Started
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The document discusses gamification and how game elements and design can be used in non-game contexts to engage users. It defines gamification and provides examples of game mechanics like badges, levels, leaderboards, challenges and rewards that can be used. It also discusses player types, psychological motivators in game design, tips for game design elements, and examples of companies using gamification.
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Make it Fun to Get Started
- 1. Make it Easy Fun to Get Started The ABCs of Gamification
- 2. Gamification is not... ● Crappy badges on a crappy website ● Fix for shady product or experience ● Fix for poor understanding of customers & prospects ● Actual games
- 3. Gamification is... The use of game elements and game-design techniques in non-game contexts. ● Multiplier ● "Fun theory" ● Next step in evolution of marketing ● Engaging experiences ● Spirit of a game ● Fun is job #1
- 4. Anything can be made fun goo.gl/pNGhC
- 5. "Everything in the future online is going to look like a multiplayer game." Eric Schmidt Google Chairman Internet Goes MMOG
- 6. Game Design to Drive Mass Change Game Mechanics Game Design Thinking Sociological Motivators in Game Design The Gamification Onion
- 8. Mindset Shift Prospects & Customers = Players
- 9. Player Types (Bartle's) Achievers Defined by: A focus on attaining status and achieving preset goals quickly and/or completely. Engaged by: Achievements Typical makeup: 10% Socializers Defined by: A focus on socializing and a drive to develop a network of friends and contacts. Engaged by: Newsfeeds, Friends, Lists, Chat Typical makeup: 75% Killers Defined by: A focus on winning, rank, and direct peer-to-peer competition. Engaged by: Leaderboards, Ranks Typical makeup: 5% Explorers Defined by: A focus on exploring and a drive to discover the unknown. Engaged by: Hidden Achievements Typical makeup: 10%
- 10. Gamer Psychology Quiz Explorer: 74% Achiever: 66% Socializer: 60% Killer: 7% goo.gl/fnQN3
- 11. Mindset Shift Extrinsic Rewards Intrinsic Value AmyJoKim.com
- 12. Game Design to Drive Mass Change Game Mechanics Game Design Thinking Sociological Motivators in Game Design
- 14. Types of Points Experience: most important, earned for every action, may expire, never go down, not redeemed (always goes up, keep earning) Redeemable: goes up & down, redeemable for goods (ie. bank balance) Skill-based: assigned to specific activities that are tangential to XP or tangential to redemption Karma: sole purpose is to be given them away, get no benefit from keeping them (ie. voting system) Reputation: often most complex, incorporate a number of different things, used when a system can't verify trust
- 15. Why Badges Collecting: historically badges were a collection mechanism Surprise/pleasure: "awesome, I earned a badge" Visually valuable: aesthetically pleasing, people can want them because they look good Social promotion: opportunity for a user to promote your product in the social graph, "I'm gonna share this with others" Goals & progress: can be a progress mechanic
- 16. Levels Progression of difficulty (don't slam them up front) Difficulty from level to level is not linear, usually exponential up front and then decreasing over time
- 17. Reward Intervals Fixed Ratio: given after a fixed number of actions Variable ratio: given after an unknown number of actions
- 18. Challenges Aligned with levels and experience points Maintain "Flow" - balance between ability level and challenge (Treasure hunt)
- 19. Leaderboard Tips Always put the user in middle of the leaderboard Show friends above and below them Show them a specific instruction on what they can do to move up
- 20. Incentive Loop Tips (Viral loop) Evolve through levels Be deliberate & focused: ● how to get users into the experience, ● what keeps them engaged, and ● how to bring them back ie. connecting & expressing > tweet > @mentions > followers > rinse & repeat
- 21. Onboarding First minute is the most important Minimize choice Slowly reveal complexity of system to user Don't explain, experience Offer benefits first, then ask for registration (give them something for free first, RIA)
- 22. Examples Xbox.com/live: achievements, leaderboards FourSquare.com: badges, rewards GetGlue.com: rewards LinkedIn.com: progress bar SalesForce.com: leaderboard, achievements, leveling Mint.com: achievements, progress bar CheckPoints.com: virtual currency, rewards ShopKick.com: virtual currency, rewards, contests Hallmark.com: Facebook credits, virtual goods, gifting, sharing Starbucks.com: leveling, rewards Nike.com: achievements, badges, challenges, rewards BuffaloWildWings.com: trivia, challenges
- 25. Game Design to Drive Mass Change Game Mechanics Game Design Thinking Sociological Motivators in Game Design
- 27. Game Design to Drive Mass Change Game Mechanics Game Design Thinking Sociological Motivators in Game Design
- 29. Game Design to Drive Mass Change Game Mechanics Game Design Thinking Sociological Motivators in Game Design
- 31. Fun is Job #1