herzberg two factor theory applied to games-as-a-servicemitsuhiko.pocoo.org/herzberg.pdf ·...
TRANSCRIPT
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Herzberg Two Factor Theory appliedto Games-as-a-Service
GDC Online 2012 — Steve Gaffney, Armin RonacherFireteam Ltd – http://fireteam.net/
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Who am I
‣ Armin Ronacher
‣ Software Engineer at Fireteam
‣ Multiplayer Fanatic
‣ Open Source Evangelist
‣ Not a Psychologist
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Who are We?
‣ We do Online Services
‣ Spin-off from Splash Damage, a multiplayer focused Studio
‣ Not Psychologists
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Games as a Service
‣ Continuous revenue from existing player base
‣ Primarily multiplayer (but not necessarily competitive)
‣ But not necessarily multiplayer
‣ Keep the player engaged with the game
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Mirror of Human Behavior
‣ People exhibit largely the same behavior in game they do in their every day lives
‣ Practical example: Valve's Exploration of Economics
‣ With a game as a service you can feed back alterations and evaluate the result
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Who is Herzberg?
‣ Frederick Herzberg
‣ Lectured at University of Utah
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Herzberg's Two Factor Theory
‣ Humans have two basic needs:
‣ As animals: avoid pain
‣ As persons: act and grow psychologically
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Herzberg's Two Factor Theory
‣ Hygiene Factors
‣ Working Conditions
‣ Pay
‣ Human Relations
‣ Company Policy
‣ Motivation Factors
‣ Achievement
‣ Advancement/Growth
‣ Recognition
‣ Nature of Work
‣ Responsibility
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Absence of Hygiene Factors
‣ Lower Productivity
‣ Complaints
‣ Absenteeism
‣ High turnover rate
‣ Lack of higher level motivation
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Absence of Motivation Factors
‣ Stagnation
‣ Low retention
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Job is a paycheckProductive
Few Complaints
Low MotivationCan't attract / retain
Productive butlow Retention
High
Low
Low HighMotivation
Hygiene
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What does any of this have to do with Games?
… and how do we know it applies?
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Game Analogy
‣ Hygiene = Health
‣ Motivators = Mana
‣ Two independent resources, both are required
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Health Mana
= “I give up”
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Health Mana
= nowhere to go
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Health Mana
= ineffective
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Health Mana
=
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Nature of the Gameis it really fun?
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DayZ
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Dota 2
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League of Legends
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Call of Duty (Modern Warfare 2)
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Eve Online
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World of Warcraft
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Games are not FunMost games we play we don't play because they are fun
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So why do we go back?What motivates us playing such games then
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Too Long; Didn't Read
‣ Why play people games?
‣ Direct feedback on success and failure
‣ Recognizable growth
‣ Sense of achievement
‣ Possibility of Mastery
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Work = Play = ActivityThere is not that much of a difference
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Let's apply Herzberg to Games
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Motivation in Games
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Motivation at Work
‣ Achievement
‣ Advancement/Growth
‣ Recognition
‣ Nature of Work
‣ Responsibility
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Motivation in Games
‣ Achievement
‣ Advancement/Growth
‣ Recognition
‣ Nature of Play
‣ Responsibility
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Achievement in Games
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Arming the Bomb
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Beating the Game
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Turning it Around
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Advancement, Growth, Mastery
‣ Unlockables / Levels
‣ Easy to pick up, hard to master
‣ Exploration of unintendedgame mechanics
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Recognition
‣ Other's recognize your achievements
‣ Achievements in the game:
‣ Abilities others can witness
‣ Montage videos
‣ Achievements in the meta game:
‣ Trophies, XBox/Steam Achievements
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Nature of PlayProvided motivators
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Responsibility“My team sucks”
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Responsibility“I am part of this game's success!”
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Hygiene Factors in Games
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Hygiene at Work
‣ Hygiene Factors
‣ Working Conditions
‣ Pay
‣ Human Relations
‣ Company Policy
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Hygiene in Games
‣ Hygiene Factors
‣ Online Experience
‣ Rewards
‣ Gamer Relations
‣ Developer/Publisher Policy
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Online Experience
‣ Negative factors:
‣ Latency issues
‣ Server load issues
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Rewards = Pay = KITA
‣ Kick
‣ in
‣ the
‣ Ass
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Carrot and Stick
‣ Negative: the stick
‣ Positive: the carrot
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KITA in Games‣ World of Warcraft: grind
‣ Diablo 3: grind
‣ Call of Duty: grind
‣ Counter Strike: in-session power growth
‣ Dota 2: in-session power growth, random rewards
‣ Team Fortess 2: random rewards
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Relationship with OperatorDo you appreciate me as a customer?
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Relationship with Operator
‣ Do you take advantage of me?
‣ Am I being listened to?
‣ Do you care what I think?
‣ Are you going to give us players what we want?
‣ Why are you nerfing this gun?
‣ Do you keep my data secure?
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Relationship with GamersHuman relationships are best two-way
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Relationship with Gamers
‣ Recognize the community
‣ Act on griefers and cheaters
‣ Control anti-social behavior
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Meta Game
‣ People engage with the game outside of the game
‣ Discussing strategies, creating art, sharing experiences
‣ With a good relationship that does not have to be enforced
‣ Players are glad to become part of the game and provide the missing bits and pieces
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Iteration
‣ How often is the game patched?
‣ Dota 2: bug in patch that allowed an invulnerable unit to be used as ally.
‣ Fixed 4 hours later — faster than the larger community was to actually exploit it.
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Competitive Space
‣ With free to play titles people can just leave at any point
‣ You won't be able to retain players unless they are happy
‣ Competition can end up with your players
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Herzberg applied to GamesConclusion and Recap
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Job is a paycheckProductive
Few Complaints
Low MotivationCan't attract / retain
Productive butlow Retention
High
Low
Low HighMotivation
Hygiene
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People can play;but not much
Many playand enjoy
Nobody caresSome play onpoor service
High
Low
Low HighMotivation
Hygiene
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Q&A