game mechanics in design
DESCRIPTION
A short presentation I gave at IxDA Hong Kong about using game mechanics in design and web design more specifically.TRANSCRIPT
Game Mechanics:
The Invasion
’
Level Selection Screen
Intro
TEST
Main Game Mechanics
TEST
LOCKED!
The Process
FINAL QUESTION: Who wins the Smashing Book?
LOCKED!
Resources
Discussion: Making IxDA a game LOCKED!
LOCKED!
Why this Presentation?
• Recently implemented some game mechanics on GoAnimate.com
• Seeing all the ink being spilled on the topic over the Internet and in the Start-up world
• Going to meeting with clients who are all asking for the same thing: Achievements, Leaderboards,…
What’s the impact on us UX people
Scope of this presentation
Game-definedgoals
User-definedgoals
Key Takeaways
• Be able to identify main game mechanics at play
• Know where to start when your boss asks you to add badges and leaderboards to your product
• Be able to see thru the “buzz” noise
Definition
“Game mechanics are a construct of rules intended to produce an enjoyable game or gameplay.”
User Experience
Definition
• Techniques and tools used to structurethe user experience and goals aroundhaving fun.
• Not a feature, not a product and not the experience
Manipulate behavior
Anxiety
Boredom
Apathy
Ch
alle
nge
Skills
Hard
Easy
Low High
Engaging Games
GAMEMECHANICS
User Conversion Dashboard
Start-up metrics for pirates – SeedCamp 2009
Acquire
Activate(1st visit)
Retain
Refer
$$
Level Selection Screen
IntroTEST
Main Game Mechanics
TEST
ACHIEVEMENT!
LOCKED!
The Process
FINAL QUESTION: Who wins the Smashing Book?
LOCKED!
Resources
Discussion: Making IxDA a game LOCKED!
LOCKED!
YES• You COLLECT things• You earn POINTS• You are driven by FEEDBACK• You can EXCHANGE with other “players”• You can CUSTOMIZE your identity
Level Selection Screen
IntroTEST
Main Game Mechanics
TEST
ACHIEVEMENT!
The Process
FINAL QUESTION: Who wins the Smashing Book?
LOCKED!
UNLOCKED!
Resources
Discussion: Making IxDA a game LOCKED!
LOCKED!
Lots of Game Mechanics
47 concepts as listed by Scvngr
Appointment DynamicAchievement
Blissful ProductivityCommunal Discovery
Countdown
Disincentives
Avoidance Behavioral Contrast
Behavioral Momentum
Cascading Information Theory Chain Scheduling
Companion GamingContingency
Cross Situational Leaderboards
Endless Games
Envy
Epic Meaning
Extinction
Fixed Interval Reward Schedules
Fixed Ratio Reward Schedule
Free Lunch
Fun Once, Fun Always
Interval Reward Schedules
Lottery
Loyalty
Meta GameMicro Leader-boards
Modifiers
Moral Hazard of Game Play
Ownership
Pride
PrivacyProgression Dynamic
Ratio Reward Schedules
Real-time v. Delayed MechanicsReinforcer
ResponseReward Schedules
Rolling Physical Goods
Shell Game Social Fabric of Games
Status
Urgent Optimism
Variable Interval Reward Schedules
Variable Ratio Reward Schedule
Viral Game Mechanics
Virtual Items
Collecting
Points
Feedback / Reinforcer
Exchanges / Social Fabric
Customization / Ownership
Level Selection Screen
IntroTEST
Main Game MechanicsTEST
ACHIEVEMENT!
The Process
FINAL QUESTION: Who wins the Smashing Book?
LOCKED!
ACHIEVEMENT!
Resources
Discussion: Making IxDA a game LOCKED!
LOCKED!
FUNWAREEven if they say they are a game…
• Foursquare helps you discover your city and socialize with friends
• Game mechanics are just here to make the whole process more fun and kick start behavior
Level Selection Screen
IntroTEST
Main Game MechanicsTEST
ACHIEVEMENT!
The Process
FINAL QUESTION: Who wins the Smashing Book?
Resources
Discussion: Making IxDA a game LOCKED!
LOCKED!
UNLOCKED!
ACHIEVEMENT!
Step 1: Objectives / Vision
• IxDA Hong Kong
– Create an active community of Interaction Designers in Hong Kong
– Promote free sharing and exchange of information
– Provide support for job seekers
– Promote the discipline in the local community
Applied from Mashable - HOW TO: Use Game Mechanics to Power Your Business
Step 2: Desired Behaviors
Behaviors
• Come to events• Regularly share information and
experiences• Regularly interact with other members
online• Refer new members to the association• Post job openings thru the mailing list• Etc.
Step 3: Game Mechanics
Motivators
• Lucky draw at events• Nominate the best contribution from a
member during the last month• Referral free drink / badge• Quest to find location of next event• Collectible stickers• Special status of member referred a
friend, presented, shared 10 posts and attended 5 meet-ups
Step 3: Game Mechanics
Appropriate Motivators for your community style
Step 3: Game Mechanics
• Appropriate ambition
– Applying game mechanics does not require creating a game – it’s just about having fun
– Most applications or funware aimed at being a never-ending game. Designing such a game is very difficult
Level Selection Screen
IntroTEST
Main Game MechanicsTEST
ACHIEVEMENT!
The Process
FINAL QUESTION: Who wins the Smashing Book?
Resources
Discussion: Making IxDA a game LOCKED!
LOCKED!
ACHIEVEMENT!
ACHIEVEMENT!
47
Level Selection Screen
IntroTEST
Main Game MechanicsTEST
ACHIEVEMENT!
The Process
FINAL QUESTION: Who wins the Smashing Book?
Resources
Discussion: Making IxDA a game
ACHIEVEMENT!
ACHIEVEMENT!
UNLOCKED!
UNLOCKED!
Articles & Slides
• Techcrunch: SCVNGR game mechanics playdeck– http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
• Mashable How to use game mechanics to power your business– http://mashable.com/2010/07/13/game-mechanics-business/
• Just add points? What UX can (and cannot) learn from games– http://www.slideshare.net/dings/just-add-points-what-ux-can-
and-cannot-learn-from-games
– http://www.bigdoor.com/resources/helpful-tools-and-links/– http://www.slideshare.net/chrismcclelland/engagement-
through-gamification
Books & Talks
• Books:– Building Web Reputation Systems by Randy Farmer (Yahoo)
– The Art of Game Design: A book of lenses by Jesse Schell (Carnegie Mellon, Disney)
• Talks:– Building Reputation Systems by Randy Farmer:
• http://www.youtube.com/watch?v=Yn7e0J9m6rE (Google Tech Talk)
– Putting the fun in functional by Amy Jo Kim (ShuffleBrain)• http://www.youtube.com/watch?v=ihUt-163gZI
– Jane McGonigal: Gaming can make a better world• http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.ht
ml
• http://www.urgentevoke.com/