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Beyond Gamification<br />7 Core Concepts to Create Compelling Products<br />Amy Jo Kim, Ph.D.                             ...
My Life as a Social Gamer<br />
What is gamification?<br />
A Loyalty Program on Steroids?<br />
game techniques that turbo-charge products?<br />
real-world activities that resemble games?<br />
… experiencing a Hype cycle?  <br />
Let’s Cut Through the Hype<br />
Let’s Cut Through the Hype<br />Gamification<br />
Let’s Cut Through the Hype<br />Gamification<br />What’s the real story?<br />
We’re living in a Gambrian Explosion<br />Will Wright<br />
Games are everywhere – everyone’s a gamer<br />
What is “Game Thinking?” <br />What do Game Designers know?<br />
7 Core Concepts <br />Know your players: design for their personal & social needs<br />
Who’s Playing? What’s their Social Style? <br />What are the Core Actions in the game? <br />
CompetitiveWin, Beat, Brag, Taunt, Challenge<br />
Cooperative<br />Share, Help, Gift, Greet, Exchange, Join<br />
Expressive<br />select, customize, layout, design, create<br />
Exploratory<br />view, search, curate, collect, complete<br />
7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction int...
Farmville crops  pleasure, satisfaction, self-expression<br />
Foursquare recommendations  fun, useful, social<br />
Amazon messaging  informative, trustworthy<br />Purchase confirmation<br />Shipping confirmation<br />
7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction int...
A good game takes the player on a journey<br />Enthusiast<br />Regular<br />Novice<br />
Novice needs onboarding(welcome + goals + progress + achievable rewards) <br />
Regulars need fresh content/activities/challenges<br />
Enthusiasts need exclusivity, recognition, impact<br />
7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction int...
How do I learn? How do I get started? <br />
If I play well, what skill am I developing?<br />
What does it take to master this game?<br />
7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction int...
Nike+ Coach: clear feedback + progressive goals<br />
Crowd-sourced stats community awareness <br />it feels good to be part of something larger than yourself <br />
7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction int...
Find the Flow Channel<br />This is what designing for engagement is all about<br />
Progressive Quests + New Mechanics<br />
Additional UI & PowerTools<br />
7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction int...
Intrinsic value    > Extrinsic Rewards<br />Levels <br />Badges<br />Belonging<br />Points<br />Autonomy<br />Mastery<br /...
Extrinsic Motivators completing tasks<br />Task Completion LinkedIn Progress Bar<br />
Intrinsic Motivators deeper engagement<br />Power to the PlayersModcloth’scrowd-sourced clothing line<br />
Thank You!<br />for more like this, follow me on Twitter <br />@amyjokim<br />Contact me with feedback & questions<br />am...
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Beyond Gamification: 7 Core Concepts for Creating Compelling Products

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Beyond Gamification: 7 Core Concepts for Creating Compelling Products

  1. Beyond Gamification<br />7 Core Concepts to Create Compelling Products<br />Amy Jo Kim, Ph.D. © 2011 All Rights Reserved<br />
  2. My Life as a Social Gamer<br />
  3. What is gamification?<br />
  4. A Loyalty Program on Steroids?<br />
  5. game techniques that turbo-charge products?<br />
  6. real-world activities that resemble games?<br />
  7. … experiencing a Hype cycle? <br />
  8. Let’s Cut Through the Hype<br />
  9. Let’s Cut Through the Hype<br />Gamification<br />
  10. Let’s Cut Through the Hype<br />Gamification<br />What’s the real story?<br />
  11. We’re living in a Gambrian Explosion<br />Will Wright<br />
  12. Games are everywhere – everyone’s a gamer<br />
  13. What is “Game Thinking?” <br />What do Game Designers know?<br />
  14. 7 Core Concepts <br />Know your players: design for their personal & social needs<br />
  15. Who’s Playing? What’s their Social Style? <br />What are the Core Actions in the game? <br />
  16. CompetitiveWin, Beat, Brag, Taunt, Challenge<br />
  17. Cooperative<br />Share, Help, Gift, Greet, Exchange, Join<br />
  18. Expressive<br />select, customize, layout, design, create<br />
  19. Exploratory<br />view, search, curate, collect, complete<br />
  20. 7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction into your core activity loop<br />
  21. Farmville crops  pleasure, satisfaction, self-expression<br />
  22. Foursquare recommendations  fun, useful, social<br />
  23. Amazon messaging  informative, trustworthy<br />Purchase confirmation<br />Shipping confirmation<br />
  24. 7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction into your core activity loop<br />Design for 3 key stages of your player lifecycle <br />
  25. A good game takes the player on a journey<br />Enthusiast<br />Regular<br />Novice<br />
  26. Novice needs onboarding(welcome + goals + progress + achievable rewards) <br />
  27. Regulars need fresh content/activities/challenges<br />
  28. Enthusiasts need exclusivity, recognition, impact<br />
  29. 7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction into your core activity loop<br />Design for 3 key stages of your player lifecycle <br />Build a system that’s easy to learn and hard to master<br />
  30. How do I learn? How do I get started? <br />
  31. If I play well, what skill am I developing?<br />
  32. What does it take to master this game?<br />
  33. 7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction into your core activity loop<br />Design for 3 key stages of your player lifecycle <br />Build a system that’s easy to learn and hard to master<br />Use game mechanics to “light the way” towards mastery<br />
  34. Nike+ Coach: clear feedback + progressive goals<br />
  35. Crowd-sourced stats community awareness <br />it feels good to be part of something larger than yourself <br />
  36. 7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction into your core activity loop<br />Design for 3 key stages of your player lifecycle <br />Build a system that’s easy to learn and hard to master<br />Use game mechanics to “light the way” towards mastery<br />As players progress, increase the challenge & complexity<br />
  37. Find the Flow Channel<br />This is what designing for engagement is all about<br />
  38. Progressive Quests + New Mechanics<br />
  39. Additional UI & PowerTools<br />
  40. 7 Core Concepts <br />Know your players: design for their personal & social needs<br />Build fun/pleasure/satisfaction into your core activity loop<br />Design for 3 key stages of your player lifecycle <br />Build a system that’s easy to learn and hard to master<br />Use game mechanics to “light the way” towards mastery<br />As players progress, increase the challenge & complexity<br />Embrace intrinsic motivators like power, autonomy & belonging<br />
  41. Intrinsic value > Extrinsic Rewards<br />Levels <br />Badges<br />Belonging<br />Points<br />Autonomy<br />Mastery<br />Power<br />Quests<br />Leaderboards<br />Prizes<br />Money<br />Meaning<br />Sex<br />Progress<br />Bar<br />Learning<br />Love<br />Fun<br />Self-Knowledge<br />Gold Stars<br />
  42. Extrinsic Motivators completing tasks<br />Task Completion LinkedIn Progress Bar<br />
  43. Intrinsic Motivators deeper engagement<br />Power to the PlayersModcloth’scrowd-sourced clothing line<br />
  44. Thank You!<br />for more like this, follow me on Twitter <br />@amyjokim<br />Contact me with feedback & questions<br />amyjokim@gmail.com<br />Check our website for upcoming workshops<br />Shufflebrain.com<br />

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