Beyond Gamification: 7 Core Concepts for Creating Compelling Products

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Text of Beyond Gamification: 7 Core Concepts for Creating Compelling Products

  • Beyond Gamification
    7 Core Concepts to Create Compelling Products
    Amy Jo Kim, Ph.D. 2011 All Rights Reserved
  • My Life as a Social Gamer
  • What is gamification?
  • A Loyalty Program on Steroids?
  • game techniques that turbo-charge products?
  • real-world activities that resemble games?
  • experiencing a Hype cycle?
  • Lets Cut Through the Hype
  • Lets Cut Through the Hype
    Gamification
  • Lets Cut Through the Hype
    Gamification
    Whats the real story?
  • Were living in a Gambrian Explosion
    Will Wright
  • Games are everywhere everyones a gamer
  • What is Game Thinking?
    What do Game Designers know?
  • 7 Core Concepts
    Know your players: design for their personal & social needs
  • Whos Playing? Whats their Social Style?
    What are the Core Actions in the game?
  • CompetitiveWin, Beat, Brag, Taunt, Challenge
  • Cooperative
    Share, Help, Gift, Greet, Exchange, Join
  • Expressive
    select, customize, layout, design, create
  • Exploratory
    view, search, curate, collect, complete
  • 7 Core Concepts
    Know your players: design for their personal & social needs
    Build fun/pleasure/satisfaction into your core activity loop
  • Farmville crops pleasure, satisfaction, self-expression
  • Foursquare recommendations fun, useful, social
  • Amazon messaging informative, trustworthy
    Purchase confirmation
    Shipping confirmation
  • 7 Core Concepts
    Know your players: design for their personal & social needs
    Build fun/pleasure/satisfaction into your core activity loop
    Design for 3 key stages of your player lifecycle
  • A good game takes the player on a journey
    Enthusiast
    Regular
    Novice
  • Novice needs onboarding(welcome + goals + progress + achievable rewards)
  • Regulars need fresh content/activities/challenges
  • Enthusiasts need exclusivity, recognition, impact
  • 7 Core Concepts
    Know your players: design for their personal & social needs
    Build fun/pleasure/satisfaction into your core activity loop
    Design for 3 key stages of your player lifecycle
    Build a system thats easy to learn and hard to master
  • How do I learn? How do I get started?
  • If I play well, what skill am I developing?
  • What does it take to master this game?
  • 7 Core Concepts
    Know your players: design for their personal & social needs
    Build fun/pleasure/satisfaction into your core activity loop
    Design for 3 key stages of your player lifecycle
    Build a system thats easy to learn and hard to master
    Use game mechanics to light the way towards mastery
  • Nike+ Coach: clear feedback + progressive goals
  • Crowd-sourced stats community awareness
    it feels good to be part of something larger than yourself
  • 7 Core Concepts
    Know your players: design for their personal & social needs
    Build fun/pleasure/satisfaction into your core activity loop
    Design for 3 key stages of your player lifecycle
    Build a system thats easy to learn and hard to master
    Use game mechanics to light the way towards mastery
    As players progress, increase the challenge & complexity
  • Find the Flow Channel
    This is what designing for engagement is all about
  • Progressive Quests + New Mechanics
  • Additional UI & PowerTools
  • 7 Core Concepts
    Know your players: design for their personal & social needs
    Build fun/pleasure/satisfaction into your core activity loop
    Design for 3 key stages of your player lifecycle
    Build a system thats easy to learn and hard to master
    Use game mechanics to light the way towards mastery
    As players progress, increase the challenge & complexity
    Embrace intrinsic motivators like power, autonomy & belonging
  • Intrinsic value > Extrinsic Rewards
    Levels
    Badges
    Belonging
    Points
    Autonomy
    Mastery
    Power
    Quests
    Leaderboards
    Prizes
    Money
    Meaning
    Sex
    Progress
    Bar
    Learning
    Love
    Fun
    Self-Knowledge
    Gold Stars
  • Extrinsic Motivators completing tasks
    Task Completion LinkedIn Progress Bar
  • Intrinsic Motivators deeper engagement
    Power to the PlayersModclothscrowd-sourced clothing line
  • Thank You!
    for more like this, follow me on Twitter
    @amyjokim
    Contact me with feedback & questions
    amyjokim@gmail.com
    Check our website for upcoming workshops
    Shufflebrain.com