all the web's a game
DESCRIPTION
Combining the presentations of Amy Jo Kim, Any Beio, and my own insights, this shows a perspective on how social networks, systems, and even TV ads use game mechanics to create flow state and bring people through even the most complex processes, like the microsoft office suite. Plenty of practical examples to ground the higher-level thinking, including xbox avatars, progressive insurance, Twitter, sims, slot machines, legos, doll houses, blackjack, and more.TRANSCRIPT
All The Web’s A Game
Game mechanics and cognitive psychology
Yes, the whole web is a game
Even if not explicitly a game,it’s a meta game
What is a game?A system in which players engage in an
artificial conflict defined by rules that results in a quantifiable outcome
Doesn’t work here
Practically speaking...
A structured experience with rules, goals and fun.
Games tap into our most primal
instinctsYou can see the same response patterns in
chickens, mice, monkeys and people
Push lever, get pellet
Most people are familiar with operant conditioning and consistent reinforcement
schedules
Variable, intermittent
reinforcement
The most powerful way to manipulate behavior.Set small or large outcomes without being able to
predict what action will cause that outcome.
So many possible outcomes
You’re not even sure how you win, just that you have a great chance of winning something.
Old-style slot machine
Updating your status without being able to predict what action will cause that outcome.
Games engage us in flow
• Just the right level of challenge
• Not too much to discourage you
• Or too little challenge to create apathy
Good games unfold
challenges over time
in conjunction with your evolving mastery
What are game mechanics?
The systems and features that make games fun, compelling, addictive
5 game mechanics for social media
• Collecting
• Points
• Feedback
• Exchanges
• Customization
Collecting
• Show me your stuff!
• What matters to you
• Display of your time and effort
• Comparable with others
• Bragging rights, social hierarchy
Ebay
Baseball Cards Coupons
Completion Sets
emotionally-driven completion sets rock
System Points
Social Points
Redeemable points
I’m not wasting my time, I’m earning points
Redeemable pointsI’m not spending too much, I’m earning points
Leaderboards, levels
• Leaderboards
• Usually not a great idea
• Levels
• Shorthand for how many points you have
FeedbackFrequent feedback accelerates mastery
Feedback adds fun
Cooking Mama was only available for the Nintendo DS and sold 1.6 million units the first
nine months in the US.
Feedback creates flow
Social Feedback Drives Engagement
Exchanges
• Structured social interaction
• Very primal form of interaction in every game with >2 players
• Call and response, taking turns
Explicit Exchange
• Facebook friends
• Gifting
Words don’t always work as expression
Implicit Exchange
• You don’t “have to” do it
• The sociality of the public determines if you really have to.
Character Customization
Character Customization
Interface Customization
Progressive comparison game
Set up on TV signals variable rewardA game you know you’ll win
Where have I seen this?
Progressive comparison game
Reinforced in hero section of the site
Progressive splash page
scrolling, variablereinforcement
Wait a sec...
This information is completely unreliableDoes it matter?
Progressive splash
What happens next?
Beware!You must make sure that the game increases mastery of the user, and moves them through
the system
How to make it practical
• Find the completion sets and collections the audience already makes
• Where can we turn ambiguous value exchange into the possibility of winning?
• Look for the games that already exist.
• How can we increase systematic feedback?
Have a lucky day!
Michael Leisx6487
@mleisblog.michaelleis.com