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Amy Jo Kim, Ph.D. © 2010 All Rights Reserved
Gamification Workshop
Products/Brands I’ve worked on
• Trained in Psychology, Neuroscience, CompSci
• Designed Social Games, Metagames, Communities
Gamification is…
A Loyalty Program on Steroids
Using Game Techniques to
turbo-charge products & services
Using Rewards & Status to drive behavior
Turning real-world issues & activities into games
… currently experiencing a Hype cycle 
Let’s Cut Through the Hype
Gamification Glossary
Gamification using game techniques to make activities more engaging & fun
Game Techniques ≠ Core Experience
Need both Intrinsic & Extrinsic Motivation
Extrinsic Motivators work for clear-cut mechanical tasks
Autonomy
Group Identity Fun
Meaning
Mastery
Power
Love
Rewards
Points
Levels
Leaderboards
Punishments
Badges
Learning
Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Gamification Glossary
Get to Know Your Players & Their Social
Style
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)
Gamification Glossary
Good games balance Skill & Challenge
Player Journey = Lifecycle + Progression
Player Journey = Lifecycle + Progression
Good games takes the player on a journey towards mastery
Novice
Expert
Master
Dynamics Mechanics
Aesthetics
Player
Journey
Use game techniques to guide and motivate the players journey
Mechanics, Dynamics, Aesthetics
Think Like a Game Designer
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
Gamification Glossary
Progressive
Unlocks
Appointments
Dynamics
Game Dynamics = patterns over time
Dynamic
Systems
Reward
Schedules
Pacing
Patterns are programmed into game systems
Reward Schedules  Habits, Surprise, Addiction
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
Gamification Glossary
Game Mechanics make progress visible
Levels
Player
Journey
Points
Leaderboards
Badges
Missions
Mechanics
Virtual
Goods
Mechanics “light the way” in a player’s journey
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
Gamification Glossary
Fun
Delight
Envy Pride
Aesthetics
Game Aesthetics evoke emotion
Surprise
Satisfaction
Trust
Connection
Curiosity
Emotion drives action & engagement
A good game takes the player on an emotional journey over time
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
Gamification Glossary
Player
Journey
Social Actions  Building Blocks of Social Engagement
WHO am I playing with? HOW are we engaging? WHAT are we engaging around?
Design In Context
Know Your Players – Design for their PlayStyle
Why are they playing? What problem are they solving?
Who’s playing? What’s their style?
What Game Are They Already Playing?
Where’s the Fun?
What are your business/revenue goals?
Who’s funding this project? Why? What’s the payoff?
What are your personal goals?
What’s driving you? What are your hopes & fears for this project?
Elevator PitchGoal: 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)
As they progress, Players have different needs
Design Over Time
Novice needs onboarding
(welcome + goals + progress)
Expert needs fresh content/activities/people
Master needs exclusive activities/access/unlocks
Your Community has a Lifecycle, too
Build social systems that identify & leverage high-value players
Case Study: GetGlue
“the easiest way to find your next favorite thing”
Rate content to build your taste profile
Explore content & other people
Like/comment/review content to earn points
Earn Stickers for exploring, rating, socializing
Discover “neighbors” who share your tastes
Lightweight quests suggest what to do next
Become a Guru by interacting with content
(Some folks have lots of time on their hands…)
Leaderboards showcase active, engaged players
Share content you like via status updates
Player JourneyGoal: describe key stages of your player’s lifecycle / journey
Purpose: design a game that will attract and support Newbies, Regulars AND Enthusiasts
Novice
Expert
Master
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
Design for Social
Friends
Groups
Crowds
Families
What’s the preferred social style
of your players?
Competition
Bragging, Taunting, Challenging
Cooperation
Sharing, Helping, Gifting, Greeting
Self-Expression
customizing, selecting, designing, creating
Canonical Player Types (Bartle’s Four 1996)
Killers Achievers
Socializers
Explorers
Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Express
Give
Help
Comment
Like
Socializers
Share
Greet
Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Express
Give
Help
Comment
Like
Socializers
Share
Greet
Explorers
Explore
Rate
View
Review
Vote
Curate
Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Taunt
Express
Give
Help
Comment
Like
Socializers
Share
Greet
Explorers
Explore
Rate
View
Review
Vote
Curate
Killers
Heckle
Hack
Cheat
Harass
Tease
Social ActionsGoal: identify and rank the top 3-5 social actions in your game
Purpose: understand the social style of your players & community
#Players: 1-8
Duration: 10 min
Express
Show Off
Compete
Compare
Curate
Comment
Like
Vote
Rate
Explore
View
Read
Help
Give
Share
Greet
Harass
Step 1: Choose Top 5 Social Actions Step 2: Rank-order & Customize
Achievers
Socializers Explorers
Killers
Social Actions IIStep 3: Place your Social Actions on the graph. What do you notice?
Newbie
Enthusiast
Regular
Annotate the Journey
Novice
Expert
Master
Now add these SOCIAL ACTIONS to your player journey
Design for Progress
Progress Mechanics “light the way” along a player’s journey
Keeping Score
Points & Progression in the Player’s Journey
Anytime you make numbers visible, you’ve enabled a game
How will you 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
Experience Points (XP)Experience Points (WOW)
Redeemable PointsRedeemable Points (Stardoll)
Redeemable PointsSkill Points (Brain Buddies)
Social Points (eBay reputation)Social Points (eBay reputation)
Social Points (Amazon reviews)Social Points (Amazon reviews)
Social Points (Flickr “interestingness”)Social Points (Flickr interestingness)
Social Points (Flickr “interestingness”)Social Points (Stack Overflow Reputation)
Game Pacing  Flow
The better you get, the harder you need to work to earn rewards
Levels give you Pacing, Status, Unlocks
Global Leaderboards showcase your
most skilled and devoted players
Social Leaderboards enable Social Actions
Social Leaderboards enable Social Actions
Daily Puzzle percentage ranking
percentile rankings enable comparison
How to Play
Rules, Hints, Missions, Tutorial
Missions Guide & Motivate the Player
Tutorial == Newbie Onboarding
Guide players through actions that will advance their progress
What to Collect
Badges, Collectibles, Decorations, Items
Badges = goals + progression + collecting
Collections = goals + completion + surprise
Case Study: Ravenwood Fair
clear the scary forest, build a beautiful fair
Tutorial introduces key elements & goals
Basic actions framed as quests
Progressive Quests drive the action…
… and create an emotional arc
New quests unlocked when player is ready
Levels punctuate the action and
unlock buying opportunities
Story adds interest, motivation
… and context for new quests & items
Items are “collected” as a side-effect
of clearing the forest
Collections add interest & surprise
to the main activity
Progress Bar drives desired behaviors
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
Novices need clear, easy-to-earn rewards
Experts need powertools, status, customization
Masters need exclusive access, activities, unlocks
Newbie
Enthusiast
Regular
Annotate the Journey
Novice
Expert
Master
Step 2: Add PROGRESS MECHANICS
Virtual Goods let players customize their experience & payments
Design for Customization
Virtual Goods = Digital Items w/Contextual Meaning
Virtual Goods evoke real emotions
Virtual Economies drive ongoing use..
… and require ongoing production & service
What can players Customize?
Customize Your Page/Dashboard
Customize Your Avatar
Customize Your Location
Case Study: Pogo
Play games, earn tokens, win prizes
Purchase gems to buy games & virtual goods
Customize your avatar’s outfit, background, etc.
Enter a weekly contest for best avatar
Premium items add status, visual interest
Locked items upsell players to premium service
Subscription service offers badges & more
Badge album shows off your collection
Rich profile includes stats, badges, guestbook
In-game chat facilitates meeting new people
Prize winners made visible (to motivate entries)
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
Profile
Dashboard
Home Page
Blog
Avatar
Location (specify)
Other
Step 1: Choose 1-3 Social Object(s) to Customize (fewer is better)
Step 2: Briefly describe how Customization will work at key stages of the Journey
Novice
Expert
Master
Design for Engagement
Player Journey + Social Actions = Social Engagement Loops
Player
Journey
Social Actions drive Social Engagement
WHO am I playing with? HOW are we playing together? WHAT are we playing with?
Win
Challenge
Showoff
Create
Achievers
Compare
Taunt
Express
Give
Help
Comment
Like
Socializers
Share
Greet
Explorers
Explore
Rate
View
Review
Vote
Curate
Killers
Heckle
Hack
Cheat
Harass
Tease
Social Actions drive Social Engagement
Case Study: Foursquare
Core activity: the checkin
Checkin to venues to earn Points & Stats
Badges mark progress and suggest goals
Badges have personality, attitude, humour
Mayorship rewards loyalty, recency –
drives competition
Sharing checkins and badges
promotes social engagement
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 are aligned with Social Needs
explore, showoff, share, compare, compete
Social Engagement Loop
Motivating Emotion
Fun / Delight / Trust / Pride / Curious
(social) Call to Action
Customize / Share / Help / Compete
Player Re-engagement
Task / Mission / Game / Quiz
Visible Progress / Reward
Pts / Stats / Awards / Messages
Foursquare Engagement Loop: Novice
Curiousity / Competition
Checkin
Earn Pts, Compare w/friends
Checkin Again to
explore & discover
Foursquare Engagement Loop: Expert
Pride / Surprise / Delight
Share with friends/followersCheckin
Earn Badge
Foursquare Engagement Loop: Master
Pride / Competition
Get Special PrivilegesCheckin
Defend Mayorship
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
Motivating Emotion
Fun / Delight / Trust / Pride / Curious
Newbie
Onboarding
(social) Call to Action
Customize / Share / Help / Compete
Player Re-engagement
Task / Mission / Game / Quiz
Visible Progress / Reward
Pts / Stats / Awards / Messages
Newbie
Enthusiast
Regular
Engagement Loop 2
Novice
Expert
Master
Step 2: create a Social Engagement Loop
for each Stage of the Player’s Journey
Gamification Idol
Step 1: Prepare your Game Pitch
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 2: Pitch Your Game to the Judges & Audience – get feedback
Gamification Idol
Step 1: Prepare your Game Pitch
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 2: Pitch Your Game to the Judges & Audience – get feedback
Gamification Idol: Questions
1) Project Intro / Elevator Pitch
What’s are you building? Why? For who? What’s the key benefit? Where’s the fun?
2) Player Journey
What’s the core experience / system in your game? What journey are you taking
players on? What does it mean to “play well”? What’s the intrinsic motivation?
3) Preferred PlayStyle and Social Actions
How do players want to engage? Who are they playing with? What’s their social
style? What key social actions will engage them?
4) Visible Progress
How will your game “light the way” along the player’s journey? How will players
know what to do? What techniques will you use to track and visualize progress?
5) Engagement Loops
What is engaging about your game? What will pull players back into the game at
different stages of their journey?
Further
Resources
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.
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
Jesse Schell
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
Brian Reynolds Keynote - GDCOnine 2010
TSI, TSO* http://www.gdcvault.com/play/1013798/Bears-and-Snakes-The-Wild
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
amyjokim@gmail.com
amyjokim Twitter, Facebook, Slideshare
Thank You!

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Gamification Workshop 2010

Hinweis der Redaktion

  1. Using game mechanics to drive desired behavior IS NOT THE SAME as taking someone on a journey towards mastery – once you understand the journey your player is on, you can support that with game design – which INCLUDES but is not focused around game mechanics
  2. Using game mechanics to drive desired behavior IS NOT THE SAME as taking someone on a journey towards mastery – once you understand the journey your player is on, you can support that with game design – which INCLUDES but is not focused around game mechanics
  3. Using game mechanics to drive desired behavior IS NOT THE SAME as taking someone on a journey towards mastery – once you understand the journey your player is on, you can support that with game design – which INCLUDES but is not focused around game mechanics
  4. A less obvious - but even more interesting - social rating system is Flickr’s measure of “interestingness” -- this is a cumulative measure of people’s viewing and tagging and commenting behavior within the site. This is an “emergent” form of social points - and it allows Flickr to identity and reward photographers who create art that Flickr users collectively find interesting. What’s exciting about this rating system is that it INFERS points, based on existing behavior. So ask yourself - is there something similar in the applications that I’m currently working on?
  5. A less obvious - but even more interesting - social rating system is Flickr’s measure of “interestingness” -- this is a cumulative measure of people’s viewing and tagging and commenting behavior within the site. This is an “emergent” form of social points - and it allows Flickr to identity and reward photographers who create art that Flickr users collectively find interesting. What’s exciting about this rating system is that it INFERS points, based on existing behavior. So ask yourself - is there something similar in the applications that I’m currently working on?
  6. Leaderboards can be a double-edged sword. Wherever you see LeaderBoards for user ratings, You’ll inevitably see people begging others to “vote for me” - but you’ll also see people who are motivated to put their best foot forward - to upload their best videos, and their most “attractive” photos.
  7. Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  8. Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  9. Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  10. Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  11. Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  12. Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.