Combining the presentations of Amy Jo Kim, Any Beio, and my own insights, this shows a perspective on how social networks, systems, and even TV ads use game mechanics to create flow state and bring people through even the most complex processes, like the microsoft office suite. Plenty of practical examples to ground the higher-level thinking, including xbox avatars, progressive insurance, Twitter, sims, slot machines, legos, doll houses, blackjack, and more.

1. All The Web’s A
Game
Game mechanics and cognitive psychology

2. Yes, the whole
web is a game
Even if not explicitly a game,
it’s a meta game

3. What is a game?
A system in which players engage in an
artificial conflict defined by rules that results
in a quantifiable outcome

4. Doesn’t work here

5. Practically
speaking...
A structured experience with rules, goals and fun.

6. Games tap into
our most primal
instincts
You can see the same response patterns in
chickens, mice, monkeys and people

7. Push lever,
get pellet
Most people are familiar with operant
conditioning and consistent reinforcement
schedules

9. Variable,
intermittent
reinforcement
The most powerful way to manipulate behavior.
Set small or large outcomes without being able to
predict what action will cause that outcome.

11. So many possible
outcomes
You’re not even sure how you win, just that you
have a great chance of winning something.

12. Old-style slot machine

13. Updating your status without being able to predict
what action will cause that outcome.

16. Games engage us in
flow
• Just the right level of challenge
• Not too much to discourage you
• Or too little challenge to create apathy

17. Good games
unfold
challenges over
time
in conjunction with your evolving mastery

18. What are game
mechanics?
The systems and features that make games
fun, compelling, addictive

19. 5 game mechanics
for social media
• Collecting
• Points
• Feedback
• Exchanges
• Customization

20. Collecting
• Show me your stuff!
• What matters to you
• Display of your time and effort
• Comparable with others
• Bragging rights, social hierarchy

21. Ebay
Baseball Cards Coupons

22. Completion Sets

26. emotionally-driven
completion sets rock

27. System Points

28. Social Points

29. Redeemable points
I’m not wasting my time, I’m earning points

30. Redeemable points
I’m not spending too much, I’m earning points

31. Leaderboards, levels
• Leaderboards
• Usually not a great idea
• Levels
• Shorthand for how many
points you have

32. Feedback
Frequent feedback accelerates mastery

33. Feedback adds fun
Cooking Mama was only available for the
Nintendo DS and sold 1.6 million units the first
nine months in the US.

34. Feedback creates flow

35. Social Feedback
Drives Engagement

36. Exchanges
• Structured social interaction
• Very primal form of interaction in every
game with >2 players
• Call and response, taking turns

37. Explicit Exchange
• Facebook friends
• Gifting
Words don’t always work as expression

38. Implicit Exchange
• You don’t “have to” do it
• The sociality of the public determines if
you really have to.

39. Character Customization

40. Character Customization

41. Interface Customization

42. Progressive
comparison game
Set up on TV signals variable reward
A game you know you’ll win

43. Where have I seen this?

44. Progressive
comparison game
Reinforced in hero section of the site

45. Progressive splash page
scrolling, variable
reinforcement

46. Wait a sec...
This information is completely unreliable
Does it matter?

47. Progressive splash

48. What happens next?

49. Beware!
You must make sure that the game increases
mastery of the user, and moves them through
the system

50. How to make it
practical
• Find the completion sets and collections
the audience already makes
• Where can we turn ambiguous value
exchange into the possibility of winning?
• Look for the games that already exist.
• How can we increase systematic
feedback?

51. Have a lucky day!
Michael Leis
x6487
@mleis
blog.michaelleis.com