beyond gamification: 7 core concepts for creating compelling products
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Beyond Gamification7 Core Concepts to Create Compelling Products
Amy Jo Kim, Ph.D. © 2011 All Rights Reserved
My Life as a Social Gamer
What is gamification?
A Loyalty Program on Steroids?
game techniques that turbo-charge products?
real-world activities that resemble games?
… experiencing a Hype cycle?
Let’s Cut Through the Hype
Let’s Cut Through the Hype
Gamification
Let’s Cut Through the Hype
What’s the real story?
Gamification
We’re living in a Gambrian Explosion
Will Wright
Games are everywhere – everyone’s a gamer
What is “Game Thinking?”
What do Game Designers know?
7 Core Concepts 1. Know your players: design for their personal & social needs
Who’s Playing? What’s their Social Style?
What are the Core Actions in the game?
CompetitiveWin, Beat, Brag, Taunt, Challenge
CooperativeShare, Help, Gift, Greet, Exchange, Join
Expressiveselect, customize, layout, design, create
Exploratoryview, search, curate, collect, complete
7 Core Concepts 1. Know your players: design for their personal & social needs
2. Build fun/pleasure/satisfaction into your core activity loop
Farmville crops pleasure, satisfaction, self-expression
Foursquare recommendations fun, useful, social
Amazon messaging informative, trustworthy
Shipping confirmation
Purchase confirmation
7 Core Concepts 1. Know your players: design for their personal & social needs
2. Build fun/pleasure/satisfaction into your core activity loop
3. Design for 3 key stages of your player lifecycle
A good game takes the player on a journey
Novice
Regular
Enthusiast
Novice needs onboarding (welcome + goals + progress + achievable rewards)
Regulars need fresh content/activities/challenges
Enthusiasts need exclusivity, recognition, impact
7 Core Concepts 1. Know your players: design for their personal & social needs
2. Build fun/pleasure/satisfaction into your core activity loop
3. Design for 3 key stages of your player lifecycle
4. Build a system that’s easy to learn and hard to master
How do I learn? How do I get started?
If I play well, what skill am I developing?
What does it take to master this game?
7 Core Concepts 1. Know your players: design for their personal & social needs
2. Build fun/pleasure/satisfaction into your core activity loop
3. Design for 3 key stages of your player lifecycle
4. Build a system that’s easy to learn and hard to master
5. Use game mechanics to “light the way” towards mastery
Nike+ Coach: clear feedback + progressive goals
Crowd-sourced stats community awareness
it feels good to be part of something larger than yourself
7 Core Concepts 1. Know your players: design for their personal & social needs
2. Build fun/pleasure/satisfaction into your core activity loop
3. Design for 3 key stages of your player lifecycle
4. Build a system that’s easy to learn and hard to master
5. Use game mechanics to “light the way” towards mastery
6. As players progress, increase the challenge & complexity
Find the Flow Channel
This is what designing for engagement is all about
Progressive Quests + New Mechanics
Additional UI & PowerTools
7 Core Concepts 1. Know your players: design for their personal & social needs
2. Build fun/pleasure/satisfaction into your core activity loop
3. Design for 3 key stages of your player lifecycle
4. Build a system that’s easy to learn and hard to master
5. Use game mechanics to “light the way” towards mastery
6. As players progress, increase the challenge & complexity
7. Embrace intrinsic motivators like power, autonomy & belonging
AutonomyBelonging
FunSelf-Knowledge
MasteryPower
Love
Prizes
PointsLevels
Leaderboards
Badges
Learning
Quests
Intrinsic value > Extrinsic Rewards
SexMeaning
Gold Stars
ProgressBar
Money
Extrinsic Motivators completing tasks
Task Completion LinkedIn Progress Bar
Intrinsic Motivators deeper engagement
Power to the Players Modcloth’s crowd-sourced clothing line
for more like this, follow me on Twitter
@amyjokim
Contact me with feedback & questions
amyjokim@gmail.com
Check our website for upcoming workshops
Shufflebrain.com
Thank You!
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