Smart Gamification Social Game Design for a Connected World Amy Jo Kim, Ph.D. © 2010 All Rights Reserved
Smart Gamification: Social Game Design for a Connected World
Jan 27, 2015
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Smart Gamification
Social Game Design for a Connected World
Amy Jo Kim, Ph.D. © 2010 All Rights Reserved
a brief history
of social gaming
Social games have long been designed todevelop useful, real-world skills
Team Sports build collaboration, develop skills, celebrate prowess
Role-playing Games invoke creativity…
… and develop team skills
What do these examples have in common?
The core activity is BATTLE
What other Core Activities could we have?
Crafting (social games)
Running (workout games)
Voting (crowd games)
Sharing Knowledge (Q&A games)
Gamificationan over-hyped meme pointing to a larger trend
Games are everywhere – everyone’s a gamer
Games forms are morphing rapidly
We’re living in a Gambrian Explosion
Will Wright
Social games are an increasingly big part of how we stay socially connected
SMARTgames: 5 Keys to Social Game Design
SMARTgames: 5 Keys to Social Game Design
1. Know the engagement style of your players
Who’s Playing? How do they like to engage?
Content Players
Interacting
Acting
What’s your Engagement Style?
Content Players
Interacting
Acting
What’s your Engagement Style?
Explore
Express Compete
Collaborate
Content Players
Interacting
Acting
What are your Engagement Verbs?
Explore
Express Compete
CollaborateGive
Help
Comment Like
Share
GreetCollect
RateView
Review
Vote
Curate
Win Challenge
ShowoffCompare Taunt
CreateDesign
Customize Choose
Purchase
Decorate
Build
Compete VerbsWin, Beat, Brag, Taunt, Challenge
Collaborate VerbsShare, Help, Gift, Greet, Exchange, Join, Trade
Express Verbschoose, customize, layout, design, create
Explore Verbsview, search, collect, complete, curate
SMARTgames: 5 Keys to Social Game Design
1. Know the engagement style of your players
2. Design for onboarding, habit-buidling & mastery
3 Key Stages of a Player’s Lifecycle
Onboarding
Habit-Building
Mastery
Newbie
Regular
Enthusiast
Newbies needs onboarding (welcome + goals + progress + achievable rewards)
Regulars need fresh content/activities/challenges
Enthusiasts need exclusivity, recognition, impact
Easy to learn, hard to master…?
What does it take to master this game?
If I play well, what skill am I developing?
SMARTgames: 5 Keys to Social Game Design
1. Know the engagement style of your players
2. Design for onboarding, habit-building & mastery
3. Put PERMA into your core engagement loops
What is PERMA?
Positive Emotions
Relationships
Meaning
Accomplishment
Let’s make real life more like a game
Jane McGonigal Martin Seligman
What is an Engagement Loop?
Positive EmotionFun / Delight / Trust / Pride / Curious
NewbieOnboarding
(social) Call to ActionCustomize / Share / Help / Compete
Player (re)EngagementTask / Mission / Game / Quiz / Gift
Visible Progress Stats / Challenges / Awards / Messages
Farmville crops pleasure, satisfaction, self-expression
Foursquare recommendations fun, useful, social
Amazon messaging informative, trustworthy
Shipping confirmation
Purchase confirmation
Engagement changes during a player’s lifecycle
Onboarding
Habit-Building
Mastery
SMARTgames: 5 Keys to Social Game Design
1. Know the engagement style of your players
2. Design for onboarding, habit-building and mastery
3. Put PERMA into your core engagement loops
4. Use progress mechanics to light the way
Mechanics guide your player towards learning and mastery
As players progress, increase the challenge
This is what designing for engagement is all about
Nike+ Coach: clear feedback + progressive goals
SMARTgames: 5 Keys to Social Game Design
1. Know the engagement style of your players
2. Design for onboarding, habit-building and mastery
3. Put PERMA into your core engagement loops
4. Use progress mechanics to light the way
5. Reward players with power, autonomy and belonging
Rank-ordering Intrinsic Motivation
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
Modcloth’s crowd-sourced clothing line
Crowd-sourced stats community awareness
it feels good to be part of something larger than yourself
Social Game Design for a Connected WorldSMARTgames RECAP: 5 Keys + 2 extra-credit tips
Social Game Design for a Connected World
1. Know the engagement style of your players
Social Game Design for a Connected World
1. Know the engagement style of your players
2. Design for onboarding, habit-building and mastery
Social Game Design for a Connected World
1. Know the engagement style of your players
2. Design for onboarding, habit-building and mastery
3. Put PERMA into your core engagement loops
Social Game Design for a Connected World
1. Know the engagement style of your players
2. Design for onboarding, habit-building and mastery
3. Put PERMA into your core engagement loops
4. Use progress mechanics to light the way
Social Game Design for a Connected World
1. Know the engagement style of your players
2. Design for onboarding, habit-building and mastery
3. Put PERMA into your core engagement loops
4. Use progress mechanics to light the way
5. Reward players with power, autonomy and belonging
Social Game Design for a Connected World
1. Know the engagement style of your players
2. Design for onboarding, habit-building and mastery
3. Put PERMA into your core engagement loops
4. Use progress mechanics to light the way
5. Reward players with power, autonomy and belonging
6. Build a system that’s easy to learn, hard to master
Social Game Design for a Connected World
1. Know the engagement style of your players
2. Design for onboarding, habit-building and mastery
3. Put PERMA into your core engagement loops
4. Use progress mechanics to light the way
5. Reward players with power, autonomy and belonging
6. Build a system that’s easy to learn, hard to master
7. As players progress, increase the challenge & complexity
THANK YOU!
@amyjokim on Twitter
http://about.me/amyjokim
http://www.shufflebrain.com
ADDITIONAL RESOURCESIntroductory Level
Printable Charts – Lifecycle, Social Verbs
‘Drive’ by Daniel Pink (crib notes)
‘Fun Inc’ by Tom Charfield (7 design principles)
Art of Game Design by Jesse Schell (good overview)
Content Players
Interacting
Acting
What’s your Engagement Style?
Explore
Express Compete
Collaborate
Content Players
Interacting
Acting
What are your Engagement Verbs?
Explore
Express Compete
CollaborateGive
Help
Comment Like
Share
GreetCollect
RateView
Review
Vote
Curate
Win Challenge
ShowoffCompare Taunt
CreateDesign
Customize Choose
Purchase
Decorate
Build
3 Key Stages of a Player’s Lifecycle
Onboarding
Habit-Building
Mastery
Newbie
Regular
Enthusiast
Carrots & sticks are so last century. For 21st century work, we need to upgrade to autonomy, mastery & purpose.
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 approach has three key 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 — AKA belonging, the yearning to put our energy in service of something larger than ourselves
Tom Chatfield7 Lessons Learned From Games
Tom Chatfield
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 tuned to dole out rewards that engage the brain and keep us wanting more
Jesse Schell
Jesse Schell
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