Putting the Fun in Functionalapplying game mechanics to functional software

Amy Jo Kimwww.ShuffleBrain.com

About ShuffleBrainWe design games & services for clients on the cutting edge of Entertainment Technology

About Me

Amy Jo Kim: Creative Director ShuffleBrain

• Trained in Psych, Neuroscience, CompSci

• Design social games, Web communities,

mobile services

• Author, “Community Building on the Web”

What this talk is about

using game mechanics to create applications and services

that are fun, compelling, and addictive

What this talk is NOT about

using graphics, animation, sound and UI techniques from

games to liven up functional software (that’s another topic :-)

Q: What is a game?

A1: Formal Definitiona system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome*

A2: Informal Definitiona structured experience with rules & goals that’s fun

*From Rules of Play by Eric Zimmerman and Katie Salen

Q: How do games shape behavior?

A: By leveraging our primal response patterns

Q: How do games shape behavior?

A: By engaging us in flow

How can game mechanics make an interactive

experience more fun, compelling and addictive?

5 Game Mechanics

1. Collecting

Worlds of Warcraft inventory

Collecting - show me your stuff!

MySpace friends

Impressive collection = bragging rights

Collectible cards Tagworld fans

The Power of Completing a Set

Baseball Cards

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Habbo Coins

Gotta catch ‘em all!

Collecting Goes Mobile

Collecting stamps in BrainAge Collecting Friends in Hotties

5 Game Mechanics

1. Collecting

2. Points

Earning Points = simple score system

Earning points in Bejeweled Earning points on eBay

What can you DO with your points?

… and what can your points DO for you?

Redeemable Points: earn while you play

S&H GreenStamps PrizePlay

Redeemable Points drive Loyalty

Southwest Airlinessimpler Frequent Flyer points

Drugstore.com Dollarsearn while you shop

Can earning points be a social experience?

Social Points are given by other players

Ratings in Acrophobia Ratings in YouTube

Social Points express your game’s values

Rating profiles in MySpace Rating profiles in “Hotties”

Comparisons: a 2-choice social points game

Which is hotter?Which is cuter?

eBay: social points for online transactions

Amazon: social points for book reviews

Flickr: Social Points for “interestingness”

Points are calculated via aggregate behavior

Once you have points…

… you can have LeaderBoards

LeaderBoards tap into our innate competitive drive

Leaderboards in TagWorld

Leaderboards express your game’s values

Xbox Live Halo TextAmerica

Leaderboards drive Player Behavior

TextAmerica: Most Comments YouTube: Highest Rated

Parallel Leaderboards = Greater Diversity

TextAmerica: Most Comments YouTube: Highest Rated

HINT: LeaderBoards encourage people to game the system…

Some systems once had LeaderBoards…

… but removed them. WHY????

Statistical Ranking: Leaderboards alternative

Daily Puzzle percentage ranking Amazon sales ranking

Once you have points…

… you can define Levels

Levels are shorthand for accumulated points

Levelling up in Bejeweled eBay’s Star System

Levels punctuate the game experience

Reaching Level 60 in WOW Attaining a new karate belt

Levels unlock new powers & access

Levelling up in WOW Levelling up as an eBay powerseller

5 Game Mechanics

1. Collecting

2. Points

3. Feedback

Feedback draws attention through movement & change

Feedback in Bejeweled Feedback in MySpace Mobile

Feedback accelerates mastery

Karaoke Revolution - how good is your singing? Brain Training - how old is your brain?

Feedback makes your game more fun & compelling

Feedback induces flow

Stanford Sudoku

Feedback makes mundane tasks more fun

Cooking Mama for Nintendo DS - teaches you how to cook

BIMactive: feedback on your physical activity

5 Game Mechanics

1. Collecting

2. Points

3. Feedback

4. Exchanges

Exchanges are structured social interactions

basic, primal form of social engagement

Social Exchanges can be explicit…

In chess, taking turns is built into the rules

… or implicit (i.e. emergent)

eBay Feedback is a tit-for-tat social meta-game

Trading is an explicit Social Exchange

Trading in WOW Trading in MogiMogi

“gifting” is a implicit Social Exchange

NetMarble HabboHotel Helios

MySpace has both kinds of Exchanges

comments are implicit

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“Add Friend” is explicit

5 Game Mechanics

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

Customization increases investment,creates barriers to exit

Choose your favorite MetroGirl Customized eBay interface

“Automatic” Customization is fun and engaging

Amazon Home Page

Flickr Home Page

Character Customization is especially powerful

Female Characters in WOW Female Profiles in MySpace

Let’s look at one successful social network

through the lens of game mechanics…

How is MySpace like a game?

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

How is MySpace like a game?

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

How is MySpace like a game?

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

How is MySpace like a game?

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

How is MySpace like a game?

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

Now, let’s look at how game mechanics

can make a “serious” game more fun

Brain Age (Nintendo DS)

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Collecting motivates repeat play

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

Collect daily stamps Collect new games

Points are tracked over time

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

Points over time

Points for a round

Feedback works at different time scales

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. CustomizationShort term: correct?

Long term: Brain age

Feedback & instructions are conversational

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

He introduces

You play

He evaluates

Customization via handwriting…

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

Custom signature Custom stamp

…and time-aware dialog

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. CustomizationBrain Age is aware of time

Creating the illusion of awareness

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. CustomizationProgram remembers when you last logged in

Now let’s look at a popular local review site

from a game design perspective

Collecting: Reviews, Friends, Compliments

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

Multiple Leaderboards showcase different metrics

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

Users get immediate feedback when posting/rating reviews

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

“Compliments” function as impicit exchanges

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

1. Collecting

2. Points

3. Feedback

4. Exchanges

5. Customization

Profiles offer rich Character Customization

Looking Ahead expect to see more “serious” applications that feel like games…

…and games that incorporate communities

Resourcesamazon.com

bonesinmotion.com

digitalchocolate.com

ebay.com

flickr.com

google.com

jellyvision.com

infospace.com

myspace.com

mogimogi.com

nintendo.com

popcap.com

tagworld.com

textamerica.com

worldofwarcraft.com

youtube.com

zephoria.org/thoughts/

Contactamyjo@shufflebrain.com