1. Amy Jo Kim, Ph.D. © 2010 All Rights Reserved Smart Gamification Social Game Design for a Connected World

2. a brief history of social gaming

3. Social games have long been designed to develop useful, real-world skills

4. Team Sports build collaboration, develop skills, celebrate prowess

5. Role-playing Games invoke creativity…

6. … and develop team skills

7. What do these examples have in common?

8. The core activity is BATTLE

9. What other Core Activities could we have?

10. Crafting (social games)

11. Running (workout games)

12. Voting (crowd games)

13. Sharing Knowledge (Q&A games)

14. Gamification an over-hyped meme pointing to a larger trend

15. Games are everywhere – everyone’s a gamer

16. Games forms are morphing rapidly We’re living in a Gambrian Explosion Will Wright

17. Social games are an increasingly big part of how we stay socially connected

18. SMARTgames: 5 Keys to Social Game Design

20. Who’s Playing? How do they like to engage?

21. Content Players Interacting Acting What’s your Engagement Style?

22. Content Players Interacting Acting What’s your Engagement Style? Explore Express Compete Collaborate

23. Content Players Interacting Acting What are your Engagement Verbs? Explore Express Compete Collaborate Give Help Comment Like Share Greet Collect Rate View Review Vote Curate Win Challenge Showoff Compare Taunt Create Design Customize Choose Purchase Decorate Build

24. Compete Verbs Win, Beat, Brag, Taunt, Challenge

25. Collaborate Verbs Share, Help, Gift, Greet, Exchange, Join, Trade

26. Express Verbs choose, customize, layout, design, create

27. Explore Verbs view, search, collect, complete, curate

29. 3 Key Stages of a Player’s Lifecycle Onboarding Habit-Building Mastery Newbie Regular Enthusiast

30. Newbies needs onboarding (welcome + goals + progress + achievable rewards)

31. Regulars need fresh content/activities/challenges

32. Enthusiasts need exclusivity, recognition, impact

33. Easy to learn, hard to master…?

34. What does it take to master this game?

35. If I play well, what skill am I developing?

37. What is PERMA? P ositive E motions R elationships M eaning A ccomplishment Let’s make real life more like a game Jane McGonigal Martin Seligman

38. What is an Engagement Loop? Positive Emotion Fun / Delight / Trust / Pride / Curious Newbie Onboarding (social) Call to Action Customize / Share / Help / Compete Player (re)Engagement Task / Mission / Game / Quiz / Gift Visible Progress Stats / Challenges / Awards / Messages

39. Farmville crops  pleasure, satisfaction, self-expression

40. Foursquare recommendations  fun, useful, social

41. Amazon messaging  informative, trustworthy Shipping confirmation Purchase confirmation

42. Engagement changes during a player’s lifecycle Onboarding Habit-Building Mastery

44. Mechanics guide your player towards learning and mastery

45. As players progress, increase the challenge This is what designing for engagement is all about

46. Nike+ Coach: clear feedback + progressive goals

48. Rank-ordering Intrinsic Motivation

49. Autonomy Belonging Fun Self-Knowledge Mastery Power Love Prizes Points Levels Leaderboards Badges Learning Quests Intrinsic value > Extrinsic Rewards Sex Meaning Gold Stars Progress Bar Money

50. Extrinsic Motivators  completing tasks Task Completion  LinkedIn Progress Bar

51. Intrinsic Motivators  deeper engagement Modcloth’s crowd-sourced clothing line

52. Crowd-sourced stats  community awareness it feels good to be part of something larger than yourself

53. Social Game Design for a Connected World SMARTgames RECAP: 5 Keys + 2 extra-credit tips

61. THANK YOU! @amyjokim on Twitter [email_address] http://about.me/amyjokim http://www.shufflebrain.com

62. ADDITIONAL RESOURCES Introductory Level Printable Charts – Lifecycle, Social Verbs ‘ Drive’ by Daniel Pink (crib notes) ‘ Fun Inc’ by Tom Charfield (7 design principles) Art of Game Design by Jesse Schell (good overview)

63. Content Players Interacting Acting What’s your Engagement Style? Explore Express Compete Collaborate

64. Content Players Interacting Acting What are your Engagement Verbs? Explore Express Compete Collaborate Give Help Comment Like Share Greet Collect Rate View Review Vote Curate Win Challenge Showoff Compare Taunt Create Design Customize Choose Purchase Decorate Build

65. 3 Key Stages of a Player’s Lifecycle Onboarding Habit-Building Mastery Newbie Regular Enthusiast

68. Jesse Schell Jesse Schell