Ah game-based-incentive-systems

Understanding game based reward systems and system design ideas for Yahoo! Answers Plus: Case Study Pogo Online Casual Gaming Incentive System Using badges to increase engagement Andrew Heymann Marketing Director, Yahoo Global Applications Jan 26, 2010

Rewards are fundamental to game design ,[object Object],[object Object]

A model for game player types. Suggest “Managers” and “Participants” use Answers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Game based reward TYPES ,[object Object],Currency rewards: the acquisition of a game resource that can be spent represents a fairly universal reward system... giving the player shops to spend currency rewards can be effective, provided there is plenty in the shops to choose from. (Note that the shop can be a 'meta-shop' - it need not be a literal shop in the game world). Example: get $$ that can be traded for Flickr premium account Rank Rewards: like currency rewards, but ratcheted - the player gains benefits from acquiring points towards an eventual step up in rank. The classic example is level in a class and level RPG, although in video games, A draw for Type 1 Conqueror and Type 2 Manager players if expressed in verbal terms, but if the 'Rank up' is accompanied by sufficient fanfare its appeal can be more universal. Mechanical Rewards: such as increases in stats that the player can feel the effect of. Highly motivating for many players - but the mechanical increases must maintain relevance to the play. Effective for Type 2 Manager and Type 1 Conqueror players in particular. Narrative rewards: a little narrative exposition i s effective for certain players as a reward. A cut scene can be a bigger reward than dialogue - when used well. But overlong or irrelevant cut scenes quickly become devalued. Effective for Type 3 Wanderer and Type 4 Participant players in particular. Example: get different email with special message when reach new levels , points, best answer Emotional rewards: related to the above, but applicable when the player feels they have done something for someone in the game. Animal Crossing's present giving, for instance. A draw for Type 4 Participant players. New Toys: anything new that can be experimented with is a 'new toy'. Although primarily a mimicry reward, there may be mechanical benefits of well - a new weapon in an FPS is a new toy with mechanical rewards, for instance. Especially of value to Type 3 Wanderer players. Example: ability to curate spam or add to articles once you reach level 4 New Places : like new toys, new places are a mimicry reward for players driven to explore (a common drive!). Especially of value to Type 3 Wanderer and Type 1 Conqueror players. Completeness: perhaps only a drive for the Type 1 Conqueror player (or the Rational player), achieving completeness (chasing 100% for instance) can be a reward in itself. Victory : defeating a challenging foe (or a boss) is purely agonistic reward, especially appealing to Type 1 Conqueror players.

Game based reward SCHEDULES are either action or time based ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],------- ACTION BASED -------- ------- TIME BASED --------

Current Y! Answers Reward System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

More is better: Video games with more achievement types sell better

Summary statement about reward mechanics ,[object Object],[object Object],[object Object],[object Object]

There are 3 behavioral groups we want to motivate (examples shown not exhaustive) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reward Matrix for Answers: Contribution Rewards Event based Time Based Fixed Ratio Variable Ratio Fixed Interval Variable Interval Currency ,[object Object],[object Object],[object Object],Rank ,[object Object],[object Object],[object Object],[object Object],[object Object],Mechanical ,[object Object],[object Object],[object Object],Narative ,[object Object],Emotional ,[object Object],[object Object],[object Object],Toys

Reward Matrix for Answers: Moderation Rewards Event based Time Based Fixed Ratio Variable Ratio Fixed Interval Variable Interval Currency Rank ,[object Object],Mechanical ,[object Object],Narative Emotional Toys

Reward Matrix for Answers: Curation/ Organization Rewards Event based Time Based Fixed Ratio Variable Ratio Fixed Interval Variable Interval Currency Rank ,[object Object],Mechanical ,[object Object],Narative Emotional Toys

Badge design concepts ,[object Object],[object Object],[object Object],[object Object],[object Object]

Behaviors that we want to encourage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Behaviors we want to discourage ,[object Object],[object Object],[object Object],[object Object],[object Object]

Answers Brainstorm ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Basic model for behavior modification: rewards can be positive or negative http://thegameprodigy.com/the-game-design-canvas-punishment-and-reward-systems/ Desired Outcome of Conditioning Increase in Behavior Decrease in Behavior Positive Stimulus Options Add Stimulus (positive reinforcement) Remove Stimulus (punishment) Negative Stimulus Options Remove Stimulus (negative reinforcement) Add Stimulus (punishment)

Case Study: Pogo Online Casual Games

Pogo is the 3 rd largest casual gaming site on the web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Pogo’s engagement is by far the highest in its category

Pogo’s “Badge” incentive system is the primary method of engagement, and is very effective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Albums are used to further invite participation ,[object Object],[object Object],[object Object],[object Object]

Club Pogo Badge Central (top of page) ,[object Object]

Gifting is available to encourage community and engagement ,[object Object],[object Object],[object Object]

Indications are that badges are extremely effective motivator ,[object Object],[object Object],[object Object]

Other examples of incentive systems Reward Schedule: Fixed Ratio, Fixed Interval Reward Type: Rank Reward Schedule: Fixed Ratio & Variable Ratio Reward Type: Rank, Emotional, Currency, Toys, Victory

Other examples of incentive systems Reward Schedule: Fixed Ratio , Fixed Interval Reward Type: Rank

Fluther rewards: Fixed ratio GROUP A: EASY GROUP B: MEDIUM GROUP C: HARD

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