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

  1. 1. Putting the Fun in Functional Applying Game Mechanics to Social Media Amy Jo Kim, Ph.D. CEO, ShuffleBrain Inc.
  2. 2. First, some terminology…
  3. 3. What is Social Media?
  4. 4. What is Social Media? player-created content
  5. 5. What is Social Media? player-created content social infrastructure
  6. 6. What is Social Media? player-created content social infrastructure tools for sharing
  7. 7. What is a Game?
  8. 8. 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
  9. 9. Informal Definition a structured experience with rules and goals that’s fun
  10. 10. Games tap into our primal response patterns
  11. 11. Games engage us in flow
  12. 12. What are Game Mechanics? the systems and features that make games fun , compelling and addictive
  13. 13. Game Mechanics for Social Media <ul><li>Collecting </li></ul>
  14. 14. Show me your stuff! Impressive Collection = Bragging Rights
  15. 15. The Power of Completing a Set only X more to go…
  16. 16. Game Mechanics for Social Media <ul><li>Collecting </li></ul><ul><li>Points </li></ul>
  17. 17. Game Points are given by the system
  18. 18. Social Points are given by other players
  19. 19. Redeemable Points drive Loyalty Southwest Airlines simpler Frequent Flyer points Drugstore.com Dollars earn while you shop
  20. 20. Leaderboards drive player behavior… … and express community values
  21. 21. Levels punctuate the game experience… … and unlock new powers and access
  22. 22. Game Mechanics for Social Media <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul>
  23. 23. Feedback accelerates mastery…
  24. 24. … and adds fun
  25. 25. Social feedback drives engagement
  26. 26. Game Mechanics for Social Media <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul>
  27. 27. Exchanges are structured social interactions basic, primal form of social engagement
  28. 28. Social Exchanges can be explicit…
  29. 29. … or implicit (i.e. emergent)
  30. 30. Some social environments have both comments are implicit “ Add Friend” is explicit
  31. 31. Game Mechanics for Social Media <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>
  32. 32. Character Customization
  33. 33. Interface Customization
  34. 34. How is Social Media influencing Games?
  35. 35. Trends in Social Media <ul><li>Accessible </li></ul>
  36. 36. Trends in Social Media <ul><li>Accessible </li></ul><ul><li>Recombinant </li></ul>
  37. 37. Trends in Social Media <ul><li>Accessible </li></ul><ul><li>Recombinant </li></ul><ul><li>Syndicated </li></ul>
  38. 38. Case Study: Youtube
  39. 39. What do you collect?
  40. 40. How do you earn points?
  41. 41. How do you get feedback?
  42. 42. Where do you have exchanges?
  43. 43. How do you customize your experience?
  44. 44. Is the service accessible?
  45. 45. Are the data objects recombinant?
  46. 46. Can the service be syndicated?
  47. 47. Case Study: Twitter
  48. 48. What do you collect?
  49. 49. How do you earn points?
  50. 50. How do you get feedback?
  51. 51. Where do you have exchanges?
  52. 52. Can you customize your experience?
  53. 53. Is the service accessible?
  54. 54. Are the data objects recombinant?
  55. 55. Can the service be syndicated?
  56. 56. Case Study: PhotoGrab
  57. 57. What do you collect? awards, games played and created
  58. 58. How do you earn points? playing games, improving your skill, creating popular games
  59. 59. How do you get feedback? in-game (score and rating), meta-game (stats and notifications)
  60. 60. Where do you have exchanges? comments, notifications
  61. 61. Can you customize your experience? Customized game skins and data feeds
  62. 62. Is the service accessible? EZ game UI and game creation
  63. 63. Are the data objects recombinant? Recombinant games and game objects
  64. 64. Can the service be syndicated? RSS feeds, widgets
  65. 65. What do YOU think about the intersection of games and social media? Join the discussion at http://shufflebrain.com
  66. 66. <ul><li>@ </li></ul>Thank You – Any Questions? [email_address] @amyjokim (Twitter) Amy Jo Kim (FaceBook)
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