game designthinking jimbabb
DESCRIPTION
Jim BabbTRANSCRIPT
Game Design Thinking:Gamification as process
©2010 UNDERCURRENT GLOBAL. CONFIDENTIAL AND PROPRIETARY. 2
get strategic
fun and games
Let’s PlayGoal: Everyone contribute to a great conversation and as a group collect at least 40 cards.
Cards = comments or questionsAfter comment, give me the card2 comments per slide & 1 per person
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person 6slide #
Your presentation Heads Up Display (or H.U.D.)
56
Let’s PlayGoal: Everyone contribute to a great conversation and as a group collect at least 40 cards.
Cards = comments or questionsAfter comment, give me the card2 comments per slide & 1 per person
It used to be that being online was enough.
7
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 7 56
8
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 8
Our shiny or useful things have to be engaging as well..
56
As we seek eyeballs today, we must also seek engagement.
Something is engaging when it “occupies the attention of a person”.
9
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 9 56
Favorite games, and why
Holiday from the Rule #2.
Jim A
pproved!
10
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person slide # 10 56
As we seek eyeballs today, we must also seek engagement.
Something is engaging when it “occupies the attention of a person”.
11
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 11
★ lose track of time★ immersed★ in the zone
56
Why games?323Mmonthly players
12
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 13 56
>20%of time online/mobile is spent playing games
13
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 14 56
500MDownloads of Angry Birds
14
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 15 56
Everyone’s a gamer
Games are big.Everyone is a gamer
15
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 16 56
What if we studied what made games so engaging and applied those learns to things that suck.
16
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 17 56
GAMIFICATION!
from wikipedia
17
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 18 56
GAMIFICATION!
from wikipedia
“the use of game design techniques and mechanics to solve problems and engage audiences.” from wikipedia
18
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 19 56
GAMIFICATION!
from wikipedia
“the use of game design techniques and mechanics to solve problems and engage audiences.” from wikipedia
The promise: get people to do what they don’t want to do.
19
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 20 56
Gamification is not a thing. Rather, game design thinking is a process.
22
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 23
★ Face cards = Tweets
56
"A game is an activity among two or more independent decision-makers seeking to achieve their objectives in some limiting context." (Clark C. Abt)
What is a game?
Rules Motivationslimiting context objectives
Games
23
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question slide # 24
★ Face cards = Tweets
56
Intrinsic
MotivationsWHY PEOPLE DO ANYTHING
is a motivation that is driven by an interest or enjoyment in the
task itself.
Challenge
Curiosity
Control
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 25
★ Face cards = Tweets
slide # 56
MotivationsWHY PEOPLE DO ANYTHING
$$$
Recognition
Punishment
Extrinsic is a motivation that is derived
from sources external to an individual.
25
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 26
★ Face cards = Tweets
slide # 56
Feedback
Person Action
Motivation
Motiv
ation F
ram
ework
26
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 27
★ Face cards = Tweets
slide # 56
get that cheddar
pay check
Motiv
ation F
ram
ework
Feedback
Person Action
Motivation
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 28
★ Face cards = Tweets
slide #
work
56
to strengthen our friendship
subtle. maybe nothing.
Motiv
ation F
ram
ework
Feedback
Person Action
Motivation
Tweet
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 29
★ Face cards = Tweets
slide # 56
ca$h money
Motiv
ation F
ram
ework
Feedback
Person Action
Motivationto strengthen our friendship
Tweet
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 30
★ Face cards = Tweets
slide # 56
Rules
Rules are fun.
30
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 31slide # 56
★ Face cards = Tweets
A lecture31
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 32slide # 56
★ Face cards = Tweets
A game★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 33slide # 56
★ Face cards = Tweets
me
you youyou you
33 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 34slide #
Knowle
dge
Class
room
As A
System
★ Face cards = Tweets
34 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 35slide #
me
youyou you
pal
Chatting
Tex
tin
g
Daydreaming
Class
room
As A
System
you
★ Face cards = Tweets
Class
room
As A
System
35 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 36slide #
me
youyou you
pal
Competing
Sh
ari
ng
Engaged
you
★ Face cards = Tweets
Because it’s your job.Understanding people = making things useable and engaging = selling more ______.
Why understand games?
56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 37
★ Face cards = Tweets
slide #
Magic CircleSEPARATE FROM THE REAL-WORLD
The Magic Circle is the frame of mind that a player enters when they start playing a game.
JEREMY LIN AGREES TO A CERTAIN SET OF RULES THAT ONLY EXISTS ON THE COURT
37 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 38slide #
★ Face cards = Tweets
Magic Circle
NIKE GRID IS A GAME PLAYED BY RUNNING AND WAS TARGETED AT COMPETITIVE RUNNERS IN LONDON
Nike creates playful rules that mirror their brand and put players into a competitive mindset.
38 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 39slide #
★ Face cards = Tweets
Clear ObjectivesWHAT DO I DO?
Rather than telling you what to do, the best games teach you with clear objectives and let you learn through play.
39 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 40slide #
★ Face cards = Tweets
CLEAR REASONS TO RETURN DAILY INCREASED THE DAILY ACTIVE USER RATES
Biore created a loyalty program with clear benchmarks in order to receive rewards.
Clear Objectives
56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 41slide #
★ Face cards = Tweets
FeedbackMario Kart gives poor performing players better weapons to help them catch up.
41 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 42slide #
★ Face cards = Tweets
Feedback
MINT MAKES FINANCIAL GOALS LESS ABSTRACT BY TYING THEM TO THE THINGS YOU WANT TO PURCHASE
Mint add additional rules to improve usability.
42 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 43slide #
★ Face cards = Tweets
Flow StateTHAT “IN-THE-ZONE” FEELING
Flow
Skills / Ability
Dif
fic
ult
y
Boredom
Anxiety
TETRIS SLOWLY INCREASES DIFFICULTY AS YOU PLAY KEEPING YOU IN A STATE OF FLOW
43 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 44slide #
★ Face cards = Tweets
BY RE-IMAGINING THEIR SHOW SKINS, MTV UNDERSTOOD AND TAPPED INTO A CONSTANT DESIRE TO STREAM INFORMATION
MTV augmented their show by creating a social experience that kept users in a state of flow while watching TV.
Flow State
56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 45slide #
★ Face cards = Tweets
MasteryBECOME A MASTER BY PLAYING
Games are inherently about learning and by getting better at playing you gain the associated skills.
ROCK BAND MAKES IT EASY FOR EXPERTS AND NOVICES TO PLAY AND LEARN FROM EACH OTHER
45 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 46slide #
★ Face cards = Tweets
Mastery
Mastery
Codeacademy continually gives you just enough resources to complete then next challenge.
46 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 47slide #
★ Face cards = Tweets
Toolbox ::★ Magic Circle★ Clear Objectives★ Feedback★ Flow State★ Mastery
Objective ::
Entice Fans to watch additional videos and share with friends
Starbucks
Misconceptions Of Gamification.
There’s an out of the box solution
Games can teach us a bunch about motivations and user experience, but there is no short cut to inspiring true engagement.
48 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 49slide #
★ Face cards = Tweets
Misconceptions Of Gamification.
There’s an out of the box solution
Points and badges every time
Badges are meaningless by themselves, but they serve as an icon for the intrinsic achievement that comes with a new skill.
49 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 50slide #
★ Face cards = Tweets
Misconceptions Of Gamification.
There’s an out of the box solution
Points and badges every time
It needs to look and feel like a game
Game conventions like progress bars can become grown up when in non-game specific contexts.
50 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 51slide #
★ Face cards = Tweets
Misconceptions Of Gamification.
There’s an out of the box solution
Points and badges every time
It needs to look and feel like a game
Users always want it
Additional rules can frustrate users when they are unwanted.
56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 52slide #
★ Face cards = Tweets
★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence
Take Aways
52 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 53slide #
★ Face cards = Tweets
★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence
★ Gamification is not a thing and true engagement is too complex for out of the box solutions.
Take Aways
53 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 54slide #
★ Face cards = Tweets
★ Understand your user and their motivations and you’ll discover the opportunities for engagement and influence
★ Gamification is not a thing and true engagement is too complex for out of the box solutions.
★ There is no short cut and messing with incentives can cause in negative results
Take Aways
54 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 55slide #
★ Face cards = Tweets
How’d we do?
55 56
★ Cards = comments or questions★ After comment, give me the card★ 2 comments per slide & 1 per person★ Reds = comments, Blacks = question 56slide #
★ Face cards = Tweets
}10 20 30 40 50 60 70} }}
:( Decent Great Awesome!