Smart Gamification

How to Build Sustainable Social Systems

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

my life as a social gamer

The many faces of gamification

What’s the larger trend?

Will Wright – Creator of The Sims, SimCity, Spore

We’re in a Gambrian Explosion

everyone’s a gamer

Games are everywhere

social games help us stay connected

social games help us achieve our goals

How can we navigate this fast-changing terrain?

1. Know your players’

social style1. Know your players’

social style

Lifecycle Design: Sustainable Social Systems

Who’s Playing? How do they like to engage?

Jane McGonigalRichard Bartle

Points, Badges, Levels, Leaderboards… appeal primarily to

Achievers

Killers Achievers

Socializers

Explorers

Bartles MUD Player Types (1996)

Compete

CoopExplore

Express

Kim’s Social Engagement Verbs (2011)

Competitive VerbsWin, Beat, Brag, Taunt, Challenge, Pass, Fight

Cooperative VerbsJoin, Share, Help, Gift, Greet, Exchange, Trade

Exploration Verbsview, read, search, collect, complete, curate

Expressive Verbschoose, customize, layout, design, dress up, showoff

Content Players

Interacting

Acting

What are YOUR social engagement verbs?

Explore

Express Compete

CollaborateGive

Help

Comment Like

Share

GreetCollect

RateView

Review

Vote

Curate

Win Challenge

ShowoffCompare Taunt

CreateDesign

Customize Choose

Purchase

Decorate

Build

2. Design for 3 key

lifecycle stages2. Design for 3 key

lifecycle stages

1. Know your players’

social style1. Know your players’

social style

Lifecycle Design: Sustainable Social Systems

The Player Lifecycle: 3 Key Stages

Onboarding

Habit-Building

Mastery

Newbie

Regular

Enthusiast

Jane McGonigal

With games, fun arises out of mastery.

Learning is the drug.

Regulars need fresh content/activities/challengesNewbies need to learn the ropes(welcome + goals + progress + achievable rewards)

Regulars need fresh content/activities/challenges

Enthusiasts need exclusivity, recognition, impact

PRO TIP: create an “elder game” – e.g. systems that identify, leverage and empower your enthusiasts

2. Design for 3 key

lifecycle stages2. Design for 3 key

lifecycle stages

1. Know your players’

social style1. Know your players’

social style

Lifecycle Design: Sustainable Social Systems

3. Put PERMA into your

engagement loops3. Put PERMA into your

engagement loops

Positive Emotionsexperiencing joy, pleasure, fun, safety, etc

Engagement / Flowbeing consciously involved in our activities

Relationshipsenjoyable/supportive interactions w/others

Meaningcreating a purposeful narrative

AccomplishmentCompleting goals + following core values

Positive Emotionsexperiencing joy, pleasure, fun, safety, etc

Engagement / Flowbeing consciously involved in our activities

Relationshipsenjoyable/supportive interactions w/others

Meaningcreating a purposeful narrative

AccomplishmentCompleting goals + following core values

Martin Seligman

What is PERMA?Key Findings From Positive Psychology

Harvesting crops visual pleasure, self-expression

Get nearby recommendations social serendipity

Amazon messaging staying informed, building trust

Shipping confirmation

Purchase confirmation

Deconstructing Engagement Loops

Positive EmotionFun / Delight / Trust / Pride / Curious

NewbieOnboarding

(social) Call to ActionCustomize / Share / Help / Compete

Player (re)EngagementTask / Mission / Game / Quiz / Gift

Visible Progress Stats / Challenges / Awards / Messages

Newbie

Enthusiast

Regular

Novice

Expert

Master

Engagement changes during a player’s lifecycle

4. Light the way to mastery with

progress mechanics4. Light the way to mastery with

progress mechanics 3. Put PERMA into your

engagement loops3. Put PERMA into your

engagement loops

2. Design for for 3 key

lifecycle stages2. Design for for 3 key

lifecycle stages

1. Know your players’

social style1. Know your players’

social style

Lifecycle Design: Sustainable Social Systems

In a good game, the mechanics guide you towards learning and mastery

Dynamics Mechanics

Aesthetics

PlayerJourney

Think Like a Game Designer

Game mechanics are only part of the picture

ProgressiveUnlocks

Appointments

Dynamics

Game Dynamics are patterns over time

DynamicSystems

RewardSchedules

Pacing

Patterns can be programmed into game systems

Reward Schedules Habits, Surprise, Addiction

Game Mechanics make progress visible

Levels

PlayerJourney

Points

LeaderboardsBadges

Missions

Mechanics

VirtualGoods

Mechanics “light the way” in a player’s journey

Fun

Delight

Envy Pride

Aesthetics

Game Aesthetics evoke emotion

SurpriseSatisfaction

Trust

Connection

Curiosity

Emotion drives action & engagement

A good game takes the player on an emotional journey over time

Sustained Engagement (AKA flow) is achieved by Increasing Challenge (AKA mastery)

PRO TIP: deliver increased challenge & complexity as your players’ skills improve

4. Light the way to mastery with

progress mechanics4. Light the way to mastery with

progress mechanics

2. Design for their

lifecycle stages2. Design for their

lifecycle stages

1. Know your players’

social style1. Know your players’

social style

5. Motivate Players with

intrinsic rewards5. Motivate Players with

intrinsic rewards

Lifecycle Design: Sustainable Social Systems

3. Put PERMA into your

engagement loops3. Put PERMA into your

engagement loops

Autonomy –the desire to direct our own lives.

Mastery — the urge to get better at something that matters.

Purpose — AKA belonging, desire to be part of something bigger than ourselves

Autonomy –the desire to direct our own lives.

Mastery — the urge to get better at something that matters.

Purpose — AKA belonging, desire to be part of something bigger than ourselves

Rank-ordering Intrinsic Motivation

AutonomyBelonging

FunSelf-Knowledge

MasteryPower

Love

Prizes

PointsLevels

Leaderboards

Badges

Learning

Quests

Intrinsic value > Extrinsic Rewards

SexMeaning

Gold Stars

ProgressBar

Money

Extrinsic Motivators completing tasks

Task Completion LinkedIn Progress Bar

Intrinsic Motivators sustained engagement

it feels good to be part of something larger than yourself

PRO TIP: use feedback & rewardsto support intrinsically motivating activity

52

CASE STUDY: modcloth

What’s their intrinsic motivation? What’s the unmet need / intrinsic motivation?

“I express my individuality and style with cute clothes”

Who are the players? What’s their social style?

Samples and prototypes can be dropped due to low order volume.

Need a system to

mitigate risk of meeting production minimums

What’s the business need?

6,550 Total Votes

268 Total Comments

Engagement Loop: Vote, Discuss, Buy

What’s the positive emotion inside that activity?

58

GiveHelp

Comment

Like

Share

GreetCollect

RateView

Review

Vote

Curate

Win Challenge

Showoff

Taunt

CreateDesign

Customize

Choose

Purchase

Decorate

Build

Describe

Pummel

What are the Key Engagement Verbs?

Explore

Express Compete

Collaborate

What can players learn and accomplish?

“together we’re creating a custom clothing line”

What did Modcloth learn & accomplish?

The best indicator for what sells is PASSION, not just votes

Thank You

@amyjokim on Twitter

http://about.me/amyjokim

http://www.shufflebrain.com