Beyond Gamification: 7 Core Concepts for Creating Compelling Products

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Beyond Gamification 7 Core Concepts to Create Compelling Products Amy Jo Kim, Ph.D. © 2011 All Rights Reserved

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Transcript of Beyond Gamification: 7 Core Concepts for Creating Compelling Products

Page 1: Beyond Gamification: 7 Core Concepts for Creating Compelling Products

Beyond Gamification7 Core Concepts to Create Compelling Products

Amy Jo Kim, Ph.D. © 2011 All Rights Reserved

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My Life as a Social Gamer

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What is gamification?

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A Loyalty Program on Steroids?

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game techniques that turbo-charge products?

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real-world activities that resemble games?

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… experiencing a Hype cycle?

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Let’s Cut Through the Hype

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Let’s Cut Through the Hype

Gamification

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Let’s Cut Through the Hype

What’s the real story?

Gamification

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We’re living in a Gambrian Explosion

Will Wright

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Games are everywhere – everyone’s a gamer

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What is “Game Thinking?”

What do Game Designers know?

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7 Core Concepts 1. Know your players: design for their personal & social needs

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Who’s Playing? What’s their Social Style?

What are the Core Actions in the game?

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CompetitiveWin, Beat, Brag, Taunt, Challenge

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CooperativeShare, Help, Gift, Greet, Exchange, Join

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Expressiveselect, customize, layout, design, create

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Exploratoryview, search, curate, collect, complete

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7 Core Concepts 1. Know your players: design for their personal & social needs

2. Build fun/pleasure/satisfaction into your core activity loop

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Farmville crops pleasure, satisfaction, self-expression

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Foursquare recommendations fun, useful, social

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Amazon messaging informative, trustworthy

Shipping confirmation

Purchase confirmation

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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

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A good game takes the player on a journey

Novice

Regular

Enthusiast

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Novice needs onboarding (welcome + goals + progress + achievable rewards)

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Regulars need fresh content/activities/challenges

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Enthusiasts need exclusivity, recognition, impact

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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

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How do I learn? How do I get started?

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If I play well, what skill am I developing?

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What does it take to master this game?

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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

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Nike+ Coach: clear feedback + progressive goals

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Crowd-sourced stats community awareness

it feels good to be part of something larger than yourself

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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

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Find the Flow Channel

This is what designing for engagement is all about

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Progressive Quests + New Mechanics

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Additional UI & PowerTools

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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

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AutonomyBelonging

FunSelf-Knowledge

MasteryPower

Love

Prizes

PointsLevels

Leaderboards

Badges

Learning

Quests

Intrinsic value > Extrinsic Rewards

SexMeaning

Gold Stars

ProgressBar

Money

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Extrinsic Motivators completing tasks

Task Completion LinkedIn Progress Bar

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Intrinsic Motivators deeper engagement

Power to the Players Modcloth’s crowd-sourced clothing line

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Contact me with feedback & questions

[email protected]

Check our website for upcoming workshops

Shufflebrain.com

Thank You!