beyond gamification: 7 core concepts for creating compelling products
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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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