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/