everythings a game

Integrating Game Play into the Product Experience @morganb

Gamication The use of game design techniques and mechanics to solve problems and engage audiences.

http://atbadger.blogspot.com/2010/07/s-green-stamps.html

http://www.latesunrise.com/reward-programs-brand-loyalty/

Loyalty programs have two problems:

1) Theyre created by marketers. 2) Theyre boring.

http://upload.wikimedia.org/wikipedia/commons/d/de/Atari-2600-Console.jpg

One billion

people play online games worldwide

Reality is Broken by Jane McGonigal

232 million
monthly active users

35 million active users

83 million active users

100 MM users in 43 days

30 MM users in 17 days

14.9 MM mobile users

Daily Active Users, FarmVille vs. CityVille, First 60 Days from Launch
CityVille FarmVille

20

Daily Active Users (MM)

16

12

0
1 6 11 16 21 26 31 36 41 46 51 56

Days After Launch

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

http://remint.com/2010/ight-conrol-high-res-screenshots-gdc-2010/

gamification in action

monthly active Nike+ users have chips in their shoes

2 million

Reality is Broken by Jane McGonigal

http://www.mint.com/

http://etvfrominternet.com/what-is-hulu/

http://www.vitality.net/images/pr_inhand_onblack_large.jpg

http://www.gadgetreview.com/wp-content/uploads/2011/07/3-standing-with-images.jpg

http://www.greengoose.com/

http://archive.darpa.mil/networkchallenge/Photos/Balloon4.jpg

http://www.greentechnolog.com/images/Fusion%20and%20its%20leaves.jpg

http://blogs.discovermagazine.com/notrocketscience/2011/09/18/computer-gamers-solve-problem- in-aids-research-that-puzzled-scientists-for-years/

Invites Sent

Launch Day

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 Whoops!

game basics

Bartles Player Types

Killers

Achievers

Socializers

Explorers

Rewards
Status

Access Power Stu

Game Mechanics

Constructs of rules intended to produce an enjoyable game or gameplay.

Common Game Elements

Points tracking, feedback

Badges goals, rewards Leaderboards competition

http://cache.gawkerassets.com/assets/images/9/2011/11/b8cc45263ddea23a5af22f8280dca385.jpg

http://bizgov.les.wordpress.com/2010/05/money.jpg

Common Game Elements

Points tracking, feedback

Badges goals, rewards

Leaderboards competition

http://insolit.es/wp-content/uploads/2011/04/foursquare-sprite.png

http://media.photobucket.com/image/united%20star%20alliance%20lounge/anettripreport/BMIOATR/116_1024x768.jpg

Common Game Elements

Points tracking, feedback

Badges goals, rewards

Leaderboards competition

http://img209.imageshack.us/img209/4403/330c547786284e88be4b3da.png

http://upload.wikimedia.org/wikipedia/commons/f/f8/Car_dealership_in_Rockville_Maryland_Jeep.jpg

http://a4.ec-images.myspacecdn.com/images02/128/6d0501abcd6f4e029b3aece6b88c09e0/l.jpg

Game Elements for Socializers

Epic Meaning a game worth playing

Communal Collaboration working together

Ownership possession

Game Elements for Socializers

Epic Meaning a game worth playing

Communal Collaboration working together

Ownership possession

The game dynamic wherein an entire community is rallied to work together to solve a riddle, a problem or a challenge. Immensely viral and very fun.

Game Elements for Socializers

Epic Meaning a game worth playing

Communal Collaboration working together

Ownership possession

But there are lots, lots more

What makes good games?

Meaning

Mastery Autonomy

Building gamification

Questions for Gamication

Vision

Playstyle

Mastery

Engagement

From Amy Jo Kim

The Vision Thing

http://blogs-images.forbes.com/johnkotter/les/2011/06/Vision.jpg

Whats the vision?

Whats the key benet?

Wheres the fun?

Whats the core game?

Playstyle

http://upload.wikimedia.org/wikipedia/commons/6/64/Ansel_Adams_Manzanar_- _Bridge_game,_Nurse_Aiko_Hamaguchi,_Nurse_Chiye_Yam_- _LOC_ppprs-00106.jpg

Who is Playing?

Who are they playing with?

Whats their primary playstyle?

What social actions do they nd engaging?

What motivates people to play?

Mastery

Whats the core activity & feedback system?

What are players optimizing?

What skills are they learning?

What journey are they on?

Whats driving them to keep playing?

What does it mean to play well?

Progress

http://wiseleader.les.wordpress.com/2010/09/leaders-journey.jpg

How will you light the way?

What are the key progress metrics?

How will players know how to get started, and what to do?

How will they know if theyre playing well, or poorly?

Engagement

What activities will re-engage players through their lifecyle?

How do these activities leverage core social actions?

putting it all together

A Good Game
Has meaning

Provides mastery Provides autonomy Has rewards, a clear path, and achievements along the way

Learn More
Gabe Zichermann http://www.gamication.co/

Amy Jo Kim http://www.amyjokim.com/

Jesse Schell http://www.jesseschell.com/

Jane McGonigal http://janemcgonigal.com/

Lets Keep the Discussion Going

Morgan Brown

Chief Digital Strategist Oak Creek Trail www.oakcreektrail.com www.pmorganbrown.com @morganb 949.954.0205

Questions?

http://www.creativeuncut.com/gallery-04/art/nsmb-mushroom-1up.jpg