2. 01 Introduction 02 Game reward system 03 Ex)Smart TV Reward 04 Result
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3. STORY
01
Introduction
1-1 Addictive game
Power of the game
Regardless of age, nationality, and sex, Many people addicted to games. This is the
power of game. The point of the power is reward of game. If reward is not exist in
the game, nobody play the game.
Motivation
In 2009, Rochester University research what makes people crazy about game. Answers
are achievement, confidence, economic-needs and social needs.
1-2 Game reward
Material and spiritual reward
1. In game world, material reward means the cost of labor.
2. In game world, spiritual reward means the power and fame.
ex)Quest, Item
ex)Level, Popularity
- In game design, it is not important that we focus on simply
graphic, story, action, contents.
The Most important thing is psychology of users.
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4. STORY
02
Game reward system
2-1 Attributes of Reward
Accumulation - An accumulation is a large number of things which have been collected together.
immediate
- Right now, you can receive a reward.
Practical
- You need a reward for the game playing.
Pleasure
- You achieve a goal in the game.
<Picture 1> Attributes and game service
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5. STORY
02
Game reward system
2-2 Feedback
Quest system
1. Quest system is very simply. Everyone receive a reward for effort in games.
2. Game’s quest have 2 rules.
- not easy not hard.
- not fail only success.
For example, there are one quest that user should being 15 candy to NPC. You can get candy
killing monsters.
People will be tired of playing if people get items very easily or very hardly. It is very important to
make chance of getting item properly.
Feedback system
In the game world, everything
retain the feedback system.
<Picture 2> Feedback System - Quest
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6. STORY
02
Game reward system
Level system
- Level system is the most important thing in the game design. Maximum level means end of
contents in the game.
- Level system causes user’s competitive spirit and prompts accomplishment.
- If level is not proper, player feels the futility and boring.
Proper level system has accumulation and pleasure in the attribute of reward.
<Picture 3> Level system in games
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7. STORY
02
Game reward system
2-3 Gamification
Organization of gamification
1. Joyful process itself is reward.
2. Player can be a storyteller.
3. To increase player’s participation, it should offer experience
that can be concentrated by offering unique and pleasant
Experience.
<Picture 4> Organization of gamification
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8. STORY
03
Ex)Smart TV Reward
3-1 immediate, external reward
TV Tak
<Picture 5> Tv Tak
TV Tak : As people write comment in tv advertisement, receive a reward and point.
3-2 immediate, internal reward
Red Button
Red button: Red button is the game that
people watch the program that introduce
antique and estimate a value one.
<Picture 6> Red Button
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9. STORY
03
Ex)Smart TV Reward
3-3 Accumulation, external reward
Get Glue
<Picture 7> Get Glue
Get Glue: U.S social TV service. People can check the program and receive a sticker.
3-4 Accumulation, internal reward
ニコニコ動画
ニコニコ動画: people watch video that
recode people’s comment.
<Picture 8> ニコニコ動画
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10. STORY
04
Result
4-1 Rule of Reward
Do Rewards Really Create Loyalty? -Harvard Business Review
External reward
equity
objectivity
1. All customers are not treated equal.
2. Value created must exceed cost of value delivered.
3. Customer behavior should drive value sharing.
4. Long term perspective is critical.
5. Offers must target attractive customers.
Internal reward
Confidence
about
achievement
4-2 Strategy of Reward
1. Does the program align with company capabilities?
2. Will customers value the program?
Optimum
experience
concentration
3. Would partnering make the program more competitive?
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