Transcript
Putting the Fun in FunctionalApplying Game Mechanics to Social Media
Amy Jo Kim, Ph.D. CEO, ShuffleBrain Inc.
First, some terminology…
What is Social Media?
What is Social Media?
player-created content
What is Social Media?
player-created content
social infrastructure
What is Social Media?
player-created content
social infrastructure
tools for
sharing
What is a Game?
Formal Definition
a system in which players engage in an artificial
conflict,
defined by rules, that results in a quantifiable
outcome*
*from Rules of Play by Eric Zimmerman and Katie Salen
Informal Definition
a structured experience with rules and goals
that’s fun
Games tap into our primal response patterns
Games engage us in flow
What are Game Mechanics?
the systems and features that make games fun, compelling and addictive
Game Mechanics for Social Media
1. Collecting
Show me your stuff!
Impressive Collection = Bragging Rights
The Power of Completing a Set
only X more to go…
Game Mechanics for Social Media
1. Collecting
2. Points
Game Points are given by the system
Social Points are given by other players
Redeemable Points drive Loyalty
Southwest Airlinessimpler Frequent Flyer points
Drugstore.com Dollarsearn while you shop
Leaderboards drive player behavior…
…and express community values
Levels punctuate the game experience…
…and unlock new powers and access
Game Mechanics for Social Media
1. Collecting
2. Points
3. Feedback
Feedback accelerates mastery…
…and adds fun
Social feedback drives engagement
Game Mechanics for Social Media
1. Collecting
2. Points
3. Feedback
4. Exchanges
Exchanges are structured social interactions
basic, primal form of social engagement
Social Exchanges can be explicit…
… or implicit (i.e. emergent)
comments are implicit“Add Friend” is explicit
Some social environments have both
Game Mechanics for Social Media
1. Collecting
2. Points
3. Feedback
4. Exchanges
5. Customization
Character Customization
Interface Customization
How is Social Media influencing Games?
Trends in Social Media
1. Accessible
Trends in Social Media
1. Accessible
2. Recombinant
Trends in Social Media
1. Accessible
2. Recombinant
3. Syndicated
Case Study: Youtube
What do you collect?
How do you earn points?
How do you get feedback?
Where do you have exchanges?
How do you customize your experience?
Is the service accessible?
Are the data objects recombinant?
Can the service be syndicated?
Case Study: Twitter
What do you collect?
How do you earn points?
How do you get feedback?
Where do you have exchanges?
Can you customize your experience?
Is the service accessible?
Are the data objects recombinant?
Can the service be syndicated?
Case Study: PhotoGrab
What do you collect?
awards, games played and created
How do you earn points?
playing games, improving your skill, creating popular games
How do you get feedback?
in-game (score and rating), meta-game (stats and notifications)
Where do you have exchanges?
comments, notifications
Can you customize your experience?
Customized game skins and data feeds
Is the service accessible?
EZ game UI and game creation
Are the data objects recombinant?
Recombinant games and game objects
Can the service be syndicated?
RSS feeds, widgets
What do YOU think about the intersection of games and social media?
Join the discussion at http://shufflebrain.com
@
Thank You – Any Questions?
amyjokim@gmail.com
@amyjokim (Twitter)
Amy Jo Kim (FaceBook)
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