11. Intrinsic value > extrinsic rewards
Threats Quests
Mastery
Autonomy
Satisfaction
Power
Sex Leaderboards
Meaning Love Rewards
Belonging Fun
Badges
Learning
Punishments Levels
Loss of Power
Points
14. Gamification Glossary
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer, customer)
16. Gamification Glossary
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
18. Journey = Lifecycle + Progression
Master
Expert
Novice
Good games give the player something to master
19. Think Like a Game Designer
Dynamics Mechanics
Player
Journey
Aesthetics
Use game techniques to guide and motivate the players journey
20. Gamification Glossary
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
Dynamics the time-based patterns & systems in your game
21. Game Dynamics = patterns over time
Dynamics
Pacing
Appointments
Progressive
Unlocks Reward
Schedules
Dynamic
Systems
23. Gamification Glossary
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
Dynamics the time-based patterns & systems in your game
Mechanics the systems & features that make progress visible
24. Game Mechanics make progress visible
Mechanics
Points Levels
Leaderboards
Player Badges
Journey Missions
Virtual
Goods
26. Gamification Glossary
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
Dynamics the time-based patterns & systems in your game
Mechanics the systems & features that make progress visible
Aesthetics the overall experience that yields emotional engagement
27. Game Aesthetics evoke emotion
Aesthetics
Curiosity Satisfaction
Surprise
Trust
Delight
Fun Envy Pride
Connection
28. Emotion drives action & engagement
A good game takes the player on an emotional journey over time
29. Gamification Glossary
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
Dynamics the time-based patterns & systems in your game
Mechanics the systems & features that make progress visible
Aesthetics the overall experience that yields emotional engagement
Social Actions how players engage with each other in your game
30. Social Actions Building Blocks of Social Engagement
Player
Journey
WHO am I playing with? HOW are we engaging? WHAT are we engaging around?
36. Elevator Pitch
Goal: create a short, compelling elevator pitch
Purpose: clarify and articulate your project vision
#Players: 1-8
Duration: 20-30 min
Rules: Fill in the boxes below, with these caveats:
1) this pitch is directed at people who can greenlight & join your project
2) your secret sauce CANNOT reference game mechanics
My company (company name)is
developing (a defined offering) to help
(target player)(solve a problem)using
(secret sauce / unique differentiator)
52. Player Journey
Goal: describe key stages of your player’s lifecycle / journey
Purpose: design a game that will attract and support Newbies, Regulars AND Enthusiasts
Step 1: create a Persona (AKA Player Story) for a canonical early-adopter Player
Description can include gender, age, socio-economic status, gaming experience, aspirations, fears, daily
technology or shopping habits – whatever is most relevant for your product
Step 2: fill in the boxes with “day in the life” scenarios for each key stage
Master
Expert
Novice
60. Social Actions (2010)
Win
Challenge Create
Achievers
Showoff
Compare
Express
Like
Help
Share
Socializers
Comment
Give Greet
61. Social Actions (2010)
Win
Challenge Create
Achievers
Showoff
Compare
Express
Like View
Help Explore
Share
Socializers Explorers
Rate
Comment Vote
Give Greet Curate Review
62. Social Actions (2010)
Hack Win
Harass
Challenge Create
Cheat
Killers Achievers
Heckle Taunt
Showoff
Compare
Tease
Express
Like View
Help Explore
Share
Socializers Explorers
Rate
Comment Vote
Give Greet Curate Review
63. Which Social Actions do YOU enable?
Hack Win
Harass
Challenge Create
Cheat
Killers Achievers
Heckle Taunt
Showoff
Compare
Tease
Express
Like View
Help Explore
Share
Socializers Explorers
Rate
Comment Vote
Give Greet Curate Review
64. Which social
Now add these SOCIAL ACTIONS to your player journey
Master
Enthusiast
Expert
Regular
Novice
Newbie
66. Keeping Score
Points & Progression in the Player’s Journey
Anytime you make numbers visible, you’ve enabled a game
67. Points track & define progress
Experience Points (XP)
earned directly via players’ actions - used to track & reward certain activities
uni-directional metric – only goes UP (reflects persistence + skill)
Redeemable Points (credits, coins)
earned directly via player actions – used to track & reward certain activities
bi-directional metric - can ―cash in‖ points to purchase goods or services
Currency (bucks, $$)
bi-directional metric - purchased with real money to acquire (often exclusive) goods & services
Skill Points (Score, Rank)
earned via interacting with the game or system – reflects mastery of the activity or game
Social Points (Social XP, Reputation, Ratings)
earned via the actions of OTHER players – can be a proxy for quality/reputation/influence
lets you track & reward socially valuable contributions & actions
93. Progress Mechanics
Goal: choose and rank-order your top-5 Progress Mechanics
Purpose: identify the core system and features to guide and support your player journey
#Players: 1-8
Duration: 20-30 min
Step 1: Choose Top 5 Progress Mechanics Step 2: Rank-order & Customize
Levels
Global Leaderboards
Social Leaderboards
Badges
Collections
Progress Bar
Missions
Hints
Tutorial
Personal Stats
Population Stats
Virtual Goods
Reputation
Ratings
116. What to Customize?
Goal: define the core Social Object that your players will customize
Purpose: focus your Customization/Virtual Goods strategy
Duration: 5-10 min
Step 1: Choose 1-3 Social Object(s) to Customize (fewer is better)
Profile
Dashboard
Home Page
Blog
Avatar
Location (specify)
Other
Step 2: Briefly describe how Customization will work at key stages of the Journey
Master
Expert
Novice
127. Why does Foursquare work?
1. Core activity has intrinsic motivation
checking into venues delivers lightweight fun, has both personal & social value
128. Why does Foursquare work?
1. Core activity has intrinsic motivation
checking into venues delivers lightweight fun, has both personal & social value
2. Progress mechanics light the way
badges guide players towards action & completion + have element of surprise
mayorships mirror real-world dynamics, stimulate loyalty &competition
129. Why does Foursquare work?
1. Core activity has intrinsic motivation
checking into venues delivers lightweight fun, has both personal & social value
2. Progress mechanics light the way
badges guide players towards action & completion + have element of surprise
mayorships mirror real-world dynamics, stimulate loyalty & competition
3. Social Actions aligned with Social Needs
explore, showoff, share, compare, compete
130. Social Engagement Loop
Visible Progress / Reward Motivating Emotion
Pts / Stats / Awards / Messages Fun / Delight / Trust / Pride / Curious
Player Re-engagement (social) Call to Action
Task / Mission / Game / Quiz Customize / Share / Help / Compete
131. Newbie: Learn about CheckIns
Earn Pts, Compare w/friends Curiousity / Competition
Checkin Checkin Again to
explore & discover
133. Master: Earn/Defend Mayorship
Earn/Defend Mayorship Pride / Competition
Checkin Get Special Privileges
(discounts, access, prizes)
134. Engagement Loop 1
Goal: fill in the boxesup your core engagement loop
Purpose: identify key systems & actions that drive repeat play
#Players: 1-8
Duration: 20-30 min
Step 1: Fill in the boxes with actions specific to your game
Visible Progress / Reward Motivating Emotion
Pts / Stats / Awards / Messages Fun / Delight / Trust / Pride / Curious
Player Re-engagement (social) Call to Action
Task / Mission / Game / Quiz Customize / Share / Help / Compete
Newbie
Onboarding
135. Engagement Loop 2
Step 2: create a Social Engagement Loop
for each Stage of the Player’s Journey
Master
Enthusiast
Expert
Regular
Novice
Newbie
136. Gamification Idol
Goal: Define and communicate your project’s value prop and player journey
Purpose: Design a game that will attract/support newbies AND Enthusiasts
#Players: 1-8
Duration: 20-30 min
Step 1: Prepare your Game Pitch
+ +
Step 2: Pitch Your Game to the Judges & Audience – get feedback
138. Gamification Idol: Questions
1) VISION
What’s our vision for this project? What’s the key benefit? Where’s the fun?
2) PLAYSTYLE
Who’s playing? Who are they playing WITH? What’s their primary playstyle?
What social actions do they find engaging – and why?
139. Gamification Idol: Questions
1) VISION
What’s our vision for this project? What’s the key benefit? Where’s the fun?
2) PLAYSTYLE
Who’s playing? Who are they playing WITH? What’s their primary playstyle?
What social actions do they find engaging – and why?
1) MASTERY
What’s the core activity and feedback system? What are players optimizing? What
skills are they learning and mastering? What journey are they on? What’s driving
them to keep playing? What does it mean to ―play well?‖
140. Gamification Idol: Questions
1) VISION
What’s our vision for this project? What’s the key benefit? Where’s the fun?
2) PLAYSTYLE
Who’s playing? Who are they playing WITH? What’s their primary playstyle?
What social actions do they find engaging – and why?
1) MASTERY
What’s the core activity and feedback system? What are players optimizing? What
skills are they learning and mastering? What journey are they on? What’s driving
them to keep playing? What does it mean to ―play well‖?
2) PROGRESS
How will you ―light the way‖ towards mastery? How will players know how to get
started, and what to do? How will they know if they’re playing well, or poorly?
141. Gamification Idol: Questions
1) VISION
What’s our vision for this project? What’s the key benefit? Where’s the fun?
2) PLAYSTYLE
Who’s playing? Who are they playing WITH? What’s their primary playstyle?
What social actions do they find engaging – and why?
1) MASTERY
What’s the core activity and feedback system? What are players optimizing? What
skills are they learning and mastering? What journey are they on? What’s driving
them to keep playing? What does it mean to ―play well‖?
2) PROGRESS
How will you ―light the way‖ towards mastery? How will players know how to get
started, and what to do? How will they know if they’re playing well, or poorly?
3) ENGAGEMENT
What activities and events will re-engage players throughout their lifecycle? How
do these activities leverage core social actions?
142. Thank You!
amyjokim@gmail.com
Follow me on Twitter @amyjokim
144. Daniel Pink
TWITTER SUMMARY
Carrots & sticks are so last century. For 21st century
work, we need to upgrade to autonomy, mastery & purpose.
COCKTAIL PARTY SUMMARY
When it comes to motivation, there’s a gap between what
science knows and what business does. Our current
business operating system–which is built around
external, carrot-and-stick motivators–doesn’t work and often
does harm. We need an upgrade. And the science shows
the way. This new approach has three essential elements:
1. Autonomy – the desire to direct our own lives.
2. Mastery — the urge to get better and better at something
that matters.
3. Purpose — the yearning to do what we do in the service
of something larger than ourselves.
145. Tom Chatfield
7 Lessons Learned From Games
1) Progress: Bars, Levels, Points, Badges, Customization – we
like to see our progress
2) Missions: Provide multiple long-and-short-term aims for
players to tackle
3) Credit: track & reward effort, not just achievement
4) Feedback: tangibly link actions to consequences
5) Surprise: add the Element of Uncertainty to drive and
sustain interest
6) People: we're most engaged by people – esp
collaborating in groups
7) Engagement: games are perfectly tuned to dole out rewards
that engage the brain and keep us questing for more
147. Brian Reynolds Keynote - GDCOnine 2010
TSI, TSO* http://www.gdcvault.com/play/1013798/Bears-and-Snakes-The-Wild
In practice, good game design (like all design)
= vision + iteration. Start with a good
idea, then iterate, experiment, learn & evolve.
* Throw Sh*t in, Take Sh*t Out
148. Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs
Richard Bartle, 1996
http://www.mud.co.uk/richard/hcds.htm
MDA Framework + 8 Kinds of Fun
Marc LeBlanc, Robin Hunicke, Robert Zubeck
http://algorithmancy.8kindsoffun.com/
Punished by Rewards
Alfie Kohn
Web Reputation Systems
Randy Farmer