Download - Game designthinking jimbabb
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Game Design Thinking:Gamification as process
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©2010 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. 2
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get strategic
fun and games
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Let’s PlayGoal: Everyone contribute to a great conversation and as a group collect at least 40 cards.
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Your presentation Heads Up Display (or H.U.D.)
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Let’s PlayGoal: Everyone contribute to a great conversation and as a group collect at least 40 cards.
Cards = comments or questionsAfter comment, give me the card2 comments per slide & 1 per person
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It used to be that being online was enough.
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Our shiny or useful things have to be engaging as well..
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As we seek eyeballs today, we must also seek engagement.
Something is engaging when it “occupies the attention of a person”.
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Favorite games, and why
Holiday from the Rule #2.
Jim A
pproved!
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As we seek eyeballs today, we must also seek engagement.
Something is engaging when it “occupies the attention of a person”.
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★ lose track of time★ immersed★ in the zone
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Why games?323Mmonthly players
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>20%of time online/mobile is spent playing games
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500MDownloads of Angry Birds
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Everyone’s a gamer
Games are big.Everyone is a gamer
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What if we studied what made games so engaging and applied those learns to things that suck.
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GAMIFICATION!
from wikipedia
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GAMIFICATION!
from wikipedia
“the use of game design techniques and mechanics to solve problems and engage audiences.” from wikipedia
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GAMIFICATION!
from wikipedia
“the use of game design techniques and mechanics to solve problems and engage audiences.” from wikipedia
The promise: get people to do what they don’t want to do.
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Gamification is not a thing. Rather, game design thinking is a process.
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"A game is an activity among two or more independent decision-makers seeking to achieve their objectives in some limiting context." (Clark C. Abt)
What is a game?
Rules Motivationslimiting context objectives
Games
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Intrinsic
MotivationsWHY PEOPLE DO ANYTHING
is a motivation that is driven by an interest or enjoyment in the
task itself.
Challenge
Curiosity
Control
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MotivationsWHY PEOPLE DO ANYTHING
$$$
Recognition
Punishment
Extrinsic is a motivation that is derived
from sources external to an individual.
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Feedback
Person Action
Motivation
Motiv
ation F
ram
ework
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get that cheddar
pay check
Motiv
ation F
ram
ework
Feedback
Person Action
Motivation
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slide #
work
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to strengthen our friendship
subtle. maybe nothing.
Motiv
ation F
ram
ework
Feedback
Person Action
Motivation
Tweet
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ca$h money
Motiv
ation F
ram
ework
Feedback
Person Action
Motivationto strengthen our friendship
Tweet
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slide # 56
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Rules
Rules are fun.
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A lecture31
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A game★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 33slide # 56
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me
you youyou you
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Knowle
dge
Class
room
As A
System
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me
youyou you
pal
Chatting
Tex
tin
g
Daydreaming
Class
room
As A
System
you
★ Face cards = Tweets
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Class
room
As A
System
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me
youyou you
pal
Competing
Sh
ari
ng
Engaged
you
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Because it’s your job.Understanding people = making things useable and engaging = selling more ______.
Why understand games?
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Magic CircleSEPARATE FROM THE REAL-WORLD
The Magic Circle is the frame of mind that a player enters when they start playing a game.
JEREMY LIN AGREES TO A CERTAIN SET OF RULES THAT ONLY EXISTS ON THE COURT
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Magic Circle
NIKE GRID IS A GAME PLAYED BY RUNNING AND WAS TARGETED AT COMPETITIVE RUNNERS IN LONDON
Nike creates playful rules that mirror their brand and put players into a competitive mindset.
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Clear ObjectivesWHAT DO I DO?
Rather than telling you what to do, the best games teach you with clear objectives and let you learn through play.
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CLEAR REASONS TO RETURN DAILY INCREASED THE DAILY ACTIVE USER RATES
Biore created a loyalty program with clear benchmarks in order to receive rewards.
Clear Objectives
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FeedbackMario Kart gives poor performing players better weapons to help them catch up.
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Feedback
MINT MAKES FINANCIAL GOALS LESS ABSTRACT BY TYING THEM TO THE THINGS YOU WANT TO PURCHASE
Mint add additional rules to improve usability.
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Flow StateTHAT “IN-THE-ZONE” FEELING
Flow
Skills / Ability
Dif
fic
ult
y
Boredom
Anxiety
TETRIS SLOWLY INCREASES DIFFICULTY AS YOU PLAY KEEPING YOU IN A STATE OF FLOW
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BY RE-IMAGINING THEIR SHOW SKINS, MTV UNDERSTOOD AND TAPPED INTO A CONSTANT DESIRE TO STREAM INFORMATION
MTV augmented their show by creating a social experience that kept users in a state of flow while watching TV.
Flow State
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MasteryBECOME A MASTER BY PLAYING
Games are inherently about learning and by getting better at playing you gain the associated skills.
ROCK BAND MAKES IT EASY FOR EXPERTS AND NOVICES TO PLAY AND LEARN FROM EACH OTHER
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Mastery
Mastery
Codeacademy continually gives you just enough resources to complete then next challenge.
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Toolbox ::★ Magic Circle★ Clear Objectives★ Feedback★ Flow State★ Mastery
Objective ::
Entice Fans to watch additional videos and share with friends
Starbucks
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Misconceptions Of Gamification.
There’s an out of the box solution
Games can teach us a bunch about motivations and user experience, but there is no short cut to inspiring true engagement.
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Misconceptions Of Gamification.
There’s an out of the box solution
Points and badges every time
Badges are meaningless by themselves, but they serve as an icon for the intrinsic achievement that comes with a new skill.
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Misconceptions Of Gamification.
There’s an out of the box solution
Points and badges every time
It needs to look and feel like a game
Game conventions like progress bars can become grown up when in non-game specific contexts.
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Misconceptions Of Gamification.
There’s an out of the box solution
Points and badges every time
It needs to look and feel like a game
Users always want it
Additional rules can frustrate users when they are unwanted.
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★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence
Take Aways
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★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence
★ Gamification is not a thing and true engagement is too complex for out of the box solutions.
Take Aways
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★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence
★ Gamification is not a thing and true engagement is too complex for out of the box solutions.
★ There is no short cut and messing with incentives can cause in negative results
Take Aways
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How’d we do?
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:( Decent Great Awesome!