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Virtual Goods, Real Pleasure

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Virtual Goods, Real Pleasure

  1. Virtual Goods, Real Pleasure Game Mechanics and Virtual Economies
  2. What are Virtual Goods?
  3. Digital items w/Contextual Meaning
  4. Decorative Goods Don’t affect stats or gameplay
  5. Functional Goods Makes a difference in stats or gameplay
  6. What activities are enabled by Virtual Goods?
  7. Socializing Enhanced Visual Identity
  8. Shopping / Decorating the pleasure of getting new stuff
  9. Enhanced Gameplay (Time-Vs-Money)
  10. What is a Game?
  11. Formal Definition a system in which players engage in an artificial conflict , defined by rules , that results in a quantifiable outcome * *from Rules of Play by Eric Zimmerman and Katie Salen
  12. Informal Definition a structured experience with rules and goals that’s fun
  13. Games tap into our primal response patterns
  14. Games engage us in flow
  15. What are Game Mechanics? the systems and features that make games fun , compelling and addictive
  16. 5 Game Mechanics <ul><li>Collecting </li></ul>
  17. Show me your stuff!
  18. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul>
  19. Earn Points, Level Up
  20. Social Points are given by other players
  21. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul>
  22. Feedback accelerates mastery and adds fun
  23. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul>
  24. Exchanges are structured social interactions basic, primal form of social engagement
  25. Implicit vs Explicit Exchanges Wall posts are implicit “ Add Friend” is explicit (facebook, myspace)
  26. 5 Game Mechanics <ul><li>Collecting </li></ul><ul><li>Points </li></ul><ul><li>Feedback </li></ul><ul><li>Exchanges </li></ul><ul><li>Customization </li></ul>
  27. Character Customization
  28. Interface Customization
  29. How are game mechanics driving virtual economies?
  30. Collect Stuff, Show Off
  31. Buy Stuff / Boost Stats / Level Up
  32. Feedback on Progress & Mastery
  33. Feedback on Progress & Mastery
  34. Use Stuff for Social Exchanges
  35. Gifting to Show you Care
  36. Gifting for Recruiting New Players
  37. Customization
  38. Virtual Goods 101 Create a Meaningful Context “ Prime the pump” with free goods and/or currency Create demand for premium content Offer ongoing fresh content at a range of price points Make it EZ to purchase currency
  39. Virtual Goods evoke real emotions…
  40. … in a well-understood social context
  41. Virtual Economies drive ongoing use…
  42. … and turn a game into a service
  43. Game mechanics provide goals & rewards…
  44. … and careful balancing to work properly
  45. Thank You! [email_address] @amyjokim (Twitter) Amy Jo Kim (FB, Skype, SlideShare)