12. Need both Intrinsic & Extrinsic Motivation
Extrinsic Motivators work for clear-cut mechanical tasks
Autonomy
Group Identity Fun
Meaning
Mastery
Power
Love
Rewards
Points
Levels
Leaderboards
Punishments
Badges
Learning
13. Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Gamification Glossary
15. Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
Gamification Glossary
21. Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
Dynamics the time-based patterns & systems in your game
Gamification Glossary
24. Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
Dynamics the time-based patterns & systems in your game
Mechanics the systems & features that make progress visible
Gamification Glossary
25. Game Mechanics make progress visible
Levels
Player
Journey
Points
Leaderboards
Badges
Missions
Mechanics
Virtual
Goods
27. Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
Dynamics the time-based patterns & systems in your game
Mechanics the systems & features that make progress visible
Aesthetics the overall experience that yields emotional engagement
Gamification Glossary
29. Emotion drives action & engagement
A good game takes the player on an emotional journey over time
30. Gamification using game techniques to make activities more engaging & fun
Player the person playing your game (AKA user, consumer)
Journey a player’s experience/progression over time (AKA lifecycle)
Dynamics the time-based patterns & systems in your game
Mechanics the systems & features that make progress visible
Aesthetics the overall experience that yields emotional engagement
Social Actions how players engage with each other in your game
Gamification Glossary
31. Player
Journey
Social Actions Building Blocks of Social Engagement
WHO am I playing with? HOW are we engaging? WHAT are we engaging around?
33. Why are they playing? What problem are they solving?
Who’s playing? What’s their style?
34. What Game Are They Already Playing?
Where’s the Fun?
35. What are your business/revenue goals?
Who’s funding this project? Why? What’s the payoff?
36. What are your personal goals?
What’s driving you? What are your hopes & fears for this project?
37. Elevator PitchGoal: create a short, compelling elevator pitch
Purpose: clarify and articulate your project vision
#Players: 1-8
Duration: 20-30 min
Rules: Fill in the boxes below, with these caveats:
1) this pitch is directed at people who can greenlight & join your project
2) your secret sauce CANNOT reference game mechanics
My company (company name) is
developing (a defined offering) to help
(target player) (solve a problem) using
(secret sauce / unique differentiator)
54. Player JourneyGoal: describe key stages of your player’s lifecycle / journey
Purpose: design a game that will attract and support Newbies, Regulars AND Enthusiasts
Novice
Expert
Master
Step 1: create a Persona (AKA Player Story) for a canonical early-adopter Player
Description can include gender, age, socio-economic status, gaming experience, aspirations, fears, daily
technology or shopping habits – whatever is most relevant for your product
Step 2: fill in the boxes with “day in the life” scenarios for each key stage
62. Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Express
Give
Help
Comment
Like
Socializers
Share
Greet
63. Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Express
Give
Help
Comment
Like
Socializers
Share
Greet
Explorers
Explore
Rate
View
Review
Vote
Curate
64. Social Actions (Engagement Loops 2010)
Win
Challenge
Showoff
Create
Achievers
Compare
Taunt
Express
Give
Help
Comment
Like
Socializers
Share
Greet
Explorers
Explore
Rate
View
Review
Vote
Curate
Killers
Heckle
Hack
Cheat
Harass
Tease
65. Social ActionsGoal: identify and rank the top 3-5 social actions in your game
Purpose: understand the social style of your players & community
#Players: 1-8
Duration: 10 min
Express
Show Off
Compete
Compare
Curate
Comment
Like
Vote
Rate
Explore
View
Read
Help
Give
Share
Greet
Harass
Step 1: Choose Top 5 Social Actions Step 2: Rank-order & Customize
69. Keeping Score
Points & Progression in the Player’s Journey
Anytime you make numbers visible, you’ve enabled a game
70. How will you track & define progress?
Experience Points (XP)
earned directly via players’ actions - used to track & reward certain activities
uni-directional metric – only goes UP (reflects persistence + skill)
Redeemable Points (credits, coins)
earned directly via player actions – used to track & reward certain activities
bi-directional metric - can “cash in” points to purchase goods or services
Currency (bucks, $$)
bi-directional metric - purchased with real money to acquire (often exclusive) goods & services
Skill Points (Score, Rank)
earned via interacting with the game or system – reflects mastery of the activity or game
Social Points (Social XP, Reputation, Ratings)
earned via the actions of OTHER players – can be a proxy for quality/reputation/influence
lets you track & reward socially valuable contributions & actions
102. Progress Mechanics
Goal: choose and rank-order your top-5 Progress Mechanics
Purpose: identify the core system and features to guide and support your player journey
#Players: 1-8
Duration: 20-30 min
Step 1: Choose Top 5 Progress Mechanics Step 2: Rank-order & Customize
Levels
Global Leaderboards
Social Leaderboards
Badges
Collections
Progress Bar
Missions
Hints
Tutorial
Personal Stats
Population Stats
Virtual Goods
Reputation
Ratings
128. What to Customize?
Goal: define the core Social Object that your players will customize
Purpose: focus your Customization/Virtual Goods strategy
Duration: 5-10 min
Profile
Dashboard
Home Page
Blog
Avatar
Location (specify)
Other
Step 1: Choose 1-3 Social Object(s) to Customize (fewer is better)
Step 2: Briefly describe how Customization will work at key stages of the Journey
Novice
Expert
Master
139. Why does Foursquare work?
1. Core activity has intrinsic motivation
checking into venues delivers lightweight fun, has both personal & social value
2. Progress mechanics light the way
badges guide players towards action & completion + have element of surprise
mayorships mirror real-world dynamics, stimulate loyalty & competition
3. Social Actions are aligned with Social Needs
explore, showoff, share, compare, compete
140. Social Engagement Loop
Motivating Emotion
Fun / Delight / Trust / Pride / Curious
(social) Call to Action
Customize / Share / Help / Compete
Player Re-engagement
Task / Mission / Game / Quiz
Visible Progress / Reward
Pts / Stats / Awards / Messages
141. Foursquare Engagement Loop: Novice
Curiousity / Competition
Checkin
Earn Pts, Compare w/friends
Checkin Again to
explore & discover
142. Foursquare Engagement Loop: Expert
Pride / Surprise / Delight
Share with friends/followersCheckin
Earn Badge
144. Engagement Loop 1
Goal: fill in the boxesup your core engagement loop
Purpose: identify key systems & actions that drive repeat play
#Players: 1-8
Duration: 20-30 min
Step 1: Fill in the boxes with actions specific to your game
Motivating Emotion
Fun / Delight / Trust / Pride / Curious
Newbie
Onboarding
(social) Call to Action
Customize / Share / Help / Compete
Player Re-engagement
Task / Mission / Game / Quiz
Visible Progress / Reward
Pts / Stats / Awards / Messages
146. Gamification Idol
Step 1: Prepare your Game Pitch
Goal: Define and communicate your project’s value prop and player journey
Purpose: Design a game that will attract/support newbies AND Enthusiasts
#Players: 1-8
Duration: 20-30 min
+ +
Step 2: Pitch Your Game to the Judges & Audience – get feedback
147. Gamification Idol
Step 1: Prepare your Game Pitch
Goal: Define and communicate your project’s value prop and player journey
Purpose: Design a game that will attract/support newbies AND Enthusiasts
#Players: 1-8
Duration: 20-30 min
+ +
Step 2: Pitch Your Game to the Judges & Audience – get feedback
148. Gamification Idol: Questions
1) Project Intro / Elevator Pitch
What’s are you building? Why? For who? What’s the key benefit? Where’s the fun?
2) Player Journey
What’s the core experience / system in your game? What journey are you taking
players on? What does it mean to “play well”? What’s the intrinsic motivation?
3) Preferred PlayStyle and Social Actions
How do players want to engage? Who are they playing with? What’s their social
style? What key social actions will engage them?
4) Visible Progress
How will your game “light the way” along the player’s journey? How will players
know what to do? What techniques will you use to track and visualize progress?
5) Engagement Loops
What is engaging about your game? What will pull players back into the game at
different stages of their journey?
150. Daniel Pink
TWITTER SUMMARY
Carrots & sticks are so last century. For 21st century work,
we need to upgrade to autonomy, mastery & purpose.
COCKTAIL PARTY SUMMARY
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 new approach has three essential 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 — the yearning to do what we do in the service
of something larger than ourselves.
151. Tom Chatfield
7 Lessons Learned From Games
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 perfectly tuned to dole out rewards
that engage the brain and keep us questing for more
153. In practice, good game design (like all design)
= vision + iteration. Start with a good idea,
then iterate, experiment, learn & evolve.
* Throw Sh*t in, Take Sh*t Out
Brian Reynolds Keynote - GDCOnine 2010
TSI, TSO* http://www.gdcvault.com/play/1013798/Bears-and-Snakes-The-Wild
154. Hearts, Clubs, Diamonds, Spades: Players Who Suit MUDs
Richard Bartle, 1996
http://www.mud.co.uk/richard/hcds.htm
MDA Framework + 8 Kinds of Fun
Marc LeBlanc, Robin Hunicke, Robert Zubeck
http://algorithmancy.8kindsoffun.com/
Punished by Rewards
Alfie Kohn
Web Reputation Systems
Randy Farmer
Using game mechanics to drive desired behavior IS NOT THE SAME as taking someone on a journey towards mastery – once you understand the journey your player is on, you can support that with game design – which INCLUDES but is not focused around game mechanics
Using game mechanics to drive desired behavior IS NOT THE SAME as taking someone on a journey towards mastery – once you understand the journey your player is on, you can support that with game design – which INCLUDES but is not focused around game mechanics
Using game mechanics to drive desired behavior IS NOT THE SAME as taking someone on a journey towards mastery – once you understand the journey your player is on, you can support that with game design – which INCLUDES but is not focused around game mechanics
A less obvious - but even more interesting - social rating system is Flickr’s measure of “interestingness” -- this is a cumulative measure of people’s viewing and tagging and commenting behavior within the site. This is an “emergent” form of social points - and it allows Flickr to identity and reward photographers who create art that Flickr users collectively find interesting. What’s exciting about this rating system is that it INFERS points, based on existing behavior. So ask yourself - is there something similar in the applications that I’m currently working on?
A less obvious - but even more interesting - social rating system is Flickr’s measure of “interestingness” -- this is a cumulative measure of people’s viewing and tagging and commenting behavior within the site. This is an “emergent” form of social points - and it allows Flickr to identity and reward photographers who create art that Flickr users collectively find interesting. What’s exciting about this rating system is that it INFERS points, based on existing behavior. So ask yourself - is there something similar in the applications that I’m currently working on?
Leaderboards can be a double-edged sword. Wherever you see LeaderBoards for user ratings, You’ll inevitably see people begging others to “vote for me” - but you’ll also see people who are motivated to put their best foot forward - to upload their best videos, and their most “attractive” photos.
Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.