1. Beyond Gamification Designing The Player Journey Amy Jo Kim, Ph.D. © 2011 All Rights Reserved

2. What is gamification?

3. A Loyalty Program on Steroids?

4. using game techniches to turbo-charge products & services?

5. Using Levels, Rewards & Unlocks to drive behavior?

6. Turning real-world activities into games?

7. … currently experiencing a Hype cycle 

8. Let’s Cut Through the Hype

9. Gamification 101 Gamification using game techniques to make activities more engaging & fun

10. Game Techniques ≠ Core Experience

11. Intrinsic value > extrinsic rewards Quests Threats Mastery Autonomy Satisfaction Power Leaderboards Sex Meaning Love Rewards Belonging Fun Badges Learning Levels Punishments Loss of Power Points

12. Extrinsic Motivators completing tasks

13. Intrinsic Motivators  long-term engagement

14. Gamification 101 Gamification using game techniques to make activities more engaging & fun Player the person playing your game (AKA user, consumer, customer)

15. Good Games balance Skill & Challenge to keep players engaged

16. Gamification 101 Gamification using game techniques to make activities more engaging & fun Player the person playing your game (AKA user, consumer) Journey a player’s experience/progression over time (AKA lifecycle)

17. Journey = Lifecycle + Progression Master Expert Novice Good games give players something to master

18. Novice needs onboarding(welcome + goals + progress + achievable rewards)

19. Expert needs fresh content/activities/people (also status/customization/powertools)

20. Masters need exclusive access, activities, unlocks

21. Think Like a Game Designer Dynamics Mechanics Player Journey Aesthetics Use game techniques to guide and motivate the players journey

22. Gamification 101 Gamification using game techniques to make activities more engaging & fun Player the person playing your game (AKA user, consumer) Journey a player’s experience/progression over time (AKA lifecycle) Dynamics the time-based patterns & systems in your game

23. Game Dynamics = patterns over time Dynamics Pacing Appointments Progressive Unlocks Reward Schedules Dynamic Systems

24. Patterns are programmed into game systems Reward Schedules  Habits, Surprise, Addiction

25. Gamification 101 Gamification using game techniques to make activities more engaging & fun Player the person playing your game (AKA user, consumer) Journey a player’s experience/progression over time (AKA lifecycle) Dynamics the time-based patterns & systems in your game Mechanics the systems & features that make progress visible

26. Game Mechanics make progress visible Mechanics Levels Points Leaderboards Badges Player Journey Missions Virtual Goods

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

28. Gamification 101 Gamification using game techniques to make activities more engaging & fun Player the person playing your game (AKA user, consumer) Journey a player’s experience/progression over time (AKA lifecycle) Dynamics the time-based patterns & systems in your game Mechanics the systems & features that make progress visible Aesthetics the overall experience that yields emotional engagement

29. Game Aesthetics evoke emotion Aesthetics Curiosity Satisfaction Surprise Trust Delight Fun Pride Envy Connection

30. Emotion drives action & engagement A good game takes the player on an emotional journey over time

31. Gamification 101 Gamification using game techniques to make activities more engaging & fun Player the person playing your game (AKA user, consumer) Journey a player’s experience/progression over time (AKA lifecycle) Dynamics the time-based patterns & systems in your game Mechanics the systems & features that make progress visible Aesthetics the overall experience that yields emotional engagement Social Actions how players engage with each other in your game

32. Social Actions  Building Blocks of Social Engagement Player Journey WHO am I playing with? HOW are we engaging? WHAT are we engaging around?

33. Who are players engaging with? What’s their preferred social style?

34. CompetitionBragging, Taunting, Challenging

35. Cooperation Sharing, Helping, Gifting, Greeting

36. Self-Expression customizing, selecting, designing, creating

37. Bartles Player Types (1996) Achievers Killers Socializers Explorers

38. Social Actions (2010) Win Create Challenge Achievers Showoff Compare

39. Social Actions (2010) Win Create Challenge Achievers Showoff Compare Express Like Help Share Socializers Comment Greet Give

40. Social Actions (2010) Win Create Challenge Achievers Showoff Compare Express Like View Help Explore Share Socializers Explorers Rate Vote Comment Greet Give Review Curate

41. Social Actions (2010) Win Hack Harass Create Challenge Cheat Killers Achievers Taunt Heckle Showoff Compare Tease Express Like View Help Explore Share Socializers Explorers Rate Vote Comment Greet Give Review Curate

42. Case Study: Foursquare

43. Why Does Foursquare Work?

44. Core activity: the checkin

45. Checkin to venues to earn Points & Stats

46. Badges mark progress and suggest goals

47. Badges have personality, attitude, humour

48. Mayorship rewards loyalty, recency – drives competition

49. Sharing checkins and badges promotes social engagement

50. Why does Foursquare work? Core activity has intrinsic motivationchecking into venues delivers lightweight fun, has both personal & social value

51. Why does Foursquare work? Core activity has intrinsic motivationchecking into venues delivers lightweight fun, has both personal & social value Progress mechanics light the waybadges guide players towards action & completion + have element of surprisemayorships mirror real-world dynamics, stimulate loyalty & competition

52. Why does Foursquare work? Core activity has intrinsic motivationchecking into venues delivers lightweight fun, has both personal & social value Progress mechanics light the waybadges guide players towards action & completion + have element of surprisemayorships mirror real-world dynamics, stimulate loyalty & competition Social Actions aligned with Social Needsexplore, showoff, share, compare, compete

53. Smart Gamification: Key Questions VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun?

54. What’s the Core Game?

55. Smart Gamification: Key Questions VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun? PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why?

56. How do Players want to engage?

57. Smart Gamification: Key Questions VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun? PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why? MASTERYWhat’s the core activity and feedback system? What are players optimizing? What skills are they learning? What journey are they on? What’s driving them to keep playing? What does it mean to “play well?”

58. What can players learn and master?

59. Smart Gamification: Key Questions VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun? PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why? MASTERYWhat’s the core activity and feedback system? What are players optimizing? What skills are they learning? What journey are they on? What’s driving them to keep playing? What does it mean to “play well”? PROGRESSHow will you “light the way” towards mastery? How will players know how to get started, and what to do? How will they know if they’re playing well, or poorly?

60. What are the key progress metrics?

61. Smart Gamification: Key Questions VISIONWhat’s our vision for this project? What’s the key benefit? Where’s the fun? PLAYSTYLE Who’s playing? Who are they playing WITH? What’s their primary playstyle? What social actions do they find engaging – and why? MASTERYWhat’s the core activity and feedback system? What are players optimizing? What skills are they learning? What journey are they on? What’s driving them to keep playing? What does it mean to “play well”? PROGRESSHow will you “light the way” towards mastery? How will players know how to get started, and what to do? How will they know if they’re playing well, or poorly? ENGAGEMENT What activities and events will re-engage players throughout their lifecycle? How do these activities leverage core social actions?

62. What’s our core engagement loop? Master Enthusiast Expert Regular Novice Newbie

63. Thank You! for more like this, follow me on Twitter @amyjokim Contact me with feedback & questions amyjokim@gmail.com