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Secrets of Game Thinking harness the power of games to drive long-term engagement
Amy Jo Kim, Ph.D. co-founder, Shufflebrain
As a
child
I loved
to play
As a
child
I loved
to play
But I
didn’t
love to
compete
one night
on a beach
in Greece
my creativity
was re-ignighted
I found another way to play
I developed my coop design skills
then one day, I got THE CALL
we created a breakthrough hit
which led to more breakthrough hits
and insights
about Game
Thinking
What is Game Thinking?
Three Key Components
• Social Actions: Find the Fun
• Skill-building Core Loop
• 4-stage Customer Narrative
Social Actions: Find the Fun1
Fun is just another word for learning
Raph Koster MMO designer & author, A Theory of Fun
Fun means different things to different people
What is a game?
a system in which players engage in an artificial conflict, defined by rules, that
results in a quantifiable outcome* * Source: Rules of Play
Zero-Sum Game
We are opponents
I Win You Lose
Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
a structured experience with rules and goals that’s fun to play together*
* Source: The Player’s Journey (forthcoming)
We are partners
Non-Zero-Sum Game
Win-Win Lose-Lose
Martial Arts Charity Walk
Double Dutch Pictionary
Who are your customers?
How do they like to interact?
Killers Achievers
Socializers
Explorers
Bartles 4 Player Types (1996)
Jane McGonigalRichard Bartle
Points, Badges, Levels, Leaderboards… appeal primarily to Achievers
Compete
CollaborateExplore
Express
Content People
Social Actions Focus on Motivation
Express
Explore
Compete
Collaborate
Social Action Matrix
Content Players
Explore
Express Compete
Collaborate
Content Players
Explore
Express Compete
CollaborateHelp
Comment Like
Share
GreetCollect RateView
Review
Vote
Curate
Win Challenge
ShowoffCompare Taunt
CreateDesign
Customize Choose
Purchase
Decorate
Build
Contribute
Social Action Matrix
Content Players
Explore
Express Compete
CollaborateHelp
Comment
Share
GreetCollect
Showoff
Create
Customize
Build
Contribute
Social Action Matrix
Jane McGonigalRichard Bartle
If you’re building a social app, instead of asking “who are my player types?” ask
“what social actions motivate my players?”
Skill-building Core Loop2
In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight.
Dan Cook Game Designer
Fake landing page?
Fake landing page? X
Operant Conditioning AKA Skinner Box?
Operant Conditioning AKA Skinner Box? X
Skill-building =
making customers more awesome
Skill-building =
making customers more awesome
Core Loop = skill-building habit loop
Skill-Building Core Loop
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel &
expressions
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
Core Loop
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your experience
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
When I need to check on my team’s progressI want to see everything in one place So I can stay on top of what’s happening with less friction & more pleasure
Core LoopJob Story
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your experience
Trigger
Activity
Engaging activity satisfies an urge or need
Internal Trigger
Core Loop
Feedback & progress promote learning & mastery
EscapeTime! urge to dive into an escapist world
Read & Respond to
Updates
No More Updates Need
Attention
Customize your experience
Feedback & Progress
Core Loop
EscapeTime! urge to dive into an escapist world
Read & Respond to Updates
No More Updates Need Attention
Customize your experience
Investment Path
Investment & triggers pull people back
Engaged Trigger
Check Notifications
Core Loop
BreakTime! urge for a quick
social “hit”
Read & Respond to
Updates
Check Notifications
& Stats
Collect faves, RTs & followers
BreakTime! urge for a quick
social “hit”
Read & Respond to
Updates
Check Notifications
& Stats
Collect faves, RTs & followers
Activity
TriggerEngaging activity satisfies an urge or need
Internal Trigger
Feedback & progress promote learning & mastery
BreakTime! urge for a quick
social “hit”
Read & Respond to
Updates
Check Notifications
& Stats
Collect faves, RTs & followers
Feedback & Progress
Investment & triggers pull people back
BreakTime! urge for a quick
social “hit”
Read & Respond to
Updates
Get Notifications,
Check Stats
Investment Path
Engaged Trigger
Check your Stats
Collect faves, RTs & followers
PartyTime! urge for a fun social activity
Play a Song Together
Get your Score, Accolades, $$
get better, play harder songs & bigger venues
Core Loop
Feedback & Progress
Investment Path
Activity
Internal Trigger
Beat the Song
Engaged Trigger
Skill-building =
making customers more awesome
Core Loop =
making customers more skillful
4-stage Customer Narrative3
Design is not just what it looks like & feels like. Design is how it works.
Steve Jobs
is for Enthusiastsend-to-end customer experience
Discovery
Onboarding
Habit-Building
Mastery
is for Enthusiasts
Discovery
Stage 1: Discovery is for Visitors
What is this? Is it right for me?What’s the value proposition?
is for EnthusiastsStage 2: Onboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? How do I start giving & getting value?
is for EnthusiastsStage 3: Habit-building is for Regulars
Discovery
Onboarding
Habit-Building
What urge pulls me back?
What am I getting better at?
is for EnthusiastsStage 4: Mastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
What skills & knowledge have I mastered?
How can I leverage that?
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Customer Narrative
conversational environment
built around friendly, helpful bots
extensible environment
built to enable UGC & player creativity
is for EnthusiastsStage 1: Discovery is for Visitors
Social Discovery via Friends & Colleagues
is for EnthusiastsStage 1: Onboarding is for Newbies
Learn the ropes with a friendly bot
is for EnthusiastsStage 1: Habit-building is for Regulars
Customized group chat with emojis, bots & integrations
is for EnthusiastsStage 1: Mastery is for Enthusiasts
Launch a channel, program a bot, integrate your app
skill-building makes your customers more awesome
game thinking helps them leverage their skills
.. and helps YOU
bring products
to life with
gaming smarts
How can you benefit from Game Thinking?
Accelerate your design & development process
+
Identify & leverage the right early customers
+
Validate your ideas with a simple, compelling MVP
What We Do
accelerate your path to
product/market fit with
gaming smarts
Just Launched
Getting2Alpha Podcast
listen in as we explore how successful creative people bring their ideas to life
Lightning-Fast Customer Insights
Secrets of Game Thinking
5 Rules for Co-op Game Design
Getting2Alpha Flipped Workshops
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