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Virtual Goods, Real Pleasure  Game Mechanics and Virtual Economies
What are Virtual Goods?
Digital items w/Contextual Meaning
Decorative Goods Don’t affect stats or gameplay
Functional Goods Makes a difference in stats or gameplay
What activities are enabled  by Virtual Goods?
Socializing Enhanced Visual Identity
Shopping / Decorating the pleasure of getting new stuff
Enhanced Gameplay (Time-Vs-Money)
What is a Game?
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
Informal Definition   a   structured experience   with   rules  and  goals that’s  fun
Games tap into our  primal response patterns
Games engage us in  flow
What are  Game Mechanics? the  systems  and  features  that make games  fun ,  compelling  and  addictive
5 Game Mechanics ,[object Object]
Show me your stuff!
5 Game Mechanics ,[object Object],[object Object]
Earn Points, Level Up
Social Points are given by other players
5 Game Mechanics ,[object Object],[object Object],[object Object]
Feedback accelerates mastery and adds fun
5 Game Mechanics ,[object Object],[object Object],[object Object],[object Object]
Exchanges are structured social interactions basic, primal form of social engagement
Implicit vs Explicit Exchanges Wall posts are implicit “ Add Friend” is explicit (facebook, myspace)
5 Game Mechanics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Character   Customization
Interface Customization
How are game mechanics  driving virtual economies?
Collect Stuff, Show Off
Buy Stuff / Boost Stats / Level Up
Feedback on Progress & Mastery
Feedback on Progress & Mastery
Use Stuff for Social Exchanges
Gifting to Show you Care
Gifting for Recruiting New Players
Customization
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
Virtual Goods evoke real emotions…
… in a well-understood social context
Virtual Economies drive ongoing use…
…  and turn a game into a service
Game mechanics provide goals & rewards…
…  and careful balancing to work properly
Thank You! [email_address] @amyjokim (Twitter) Amy Jo Kim (FB, Skype, SlideShare)

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Virtual Goods, Real Pleasure

Hinweis der Redaktion

  1. talk about how you're building a platform for brain fitness to put people in the right mindset
  2. Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  3. Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
  4. Back when I studied Psychology, the most memorable and useful thing I learned was the “one-armed bandit” schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.