Beyond The Badge: Architecting Engagement Through Game Design Thinking
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The document discusses the concept of gamification, its evolution, and the importance of game design thinking in creating engaging experiences. It highlights the need for a deeper understanding of intrinsic motivations, such as competence, autonomy, and relatedness, to foster sustained user engagement rather than relying on superficial rewards. Additionally, it addresses the significance of understanding player types and designing experiences that cater to their preferences to improve user interactions with technology and organizations.
![REFERENCES: A PATH TO MASTERY
GAME MAKER
Hunicke, Leblanc, Zubek, MDA a Formal Process of Game Design : Origin of the
Mechanics, Dynamics, Aesthetics framework
Jesse Schell, The Art of Game Design – A Book of Lenses : Tactical and practical
Bateman, Boon, 21st Century Game Design : Pragmatic approach to Game Design
Jane McGonigal, Reality is Broken : Serious Games will Save the World
Zicherman, Linder, Game-Based Marketing : Enthusiastic, Behaviorist Argument for
Gami cation Pro teering.
BONUS PLAY
Bartle Player Type Quiz : http://www.game-on-book.com/bartle
Jesse Schell, Visions of the Gamepocalypse [VIDEO] : http://bit.ly/jT6LvD](https://image.slidesharecdn.com/beyondthebadgebigdslides-110718101337-phpapp01/85/Beyond-The-Badge-Architecting-Engagement-Through-Game-Design-Thinking-39-320.jpg){kind=icon}
Beyond The Badge: Architecting Engagement Through Game Design Thinking
- 1. BEYOND THE BADGE Architecting Engagement Through Game Design Thinking Dustin DiTommaso | @DU5TB1N
- 2. INTRODUCTION: WHY GAME DESIGN THINKING? HYPE CYCLE: 2010/11 Saw a surge in ‘gami ed’ systems & surrounding media frenzy. DEBATE: Lack of consensus on usable game-based vocabulary, including de ning ‘game’ & ‘gami cation.’ EVOLUTION: The de nition and practice of ‘gami cation’ is changing & differentiating. SUSTAINABILITY: Survival of the ttest. With Evolution comes continued Presence. GAMES ARE A MEANS TO AN END At the the Heart of It, we are designing Experiences
- 3. INTRODUCTION: WHY GAME DESIGN THINKING? HYPE CYCLE: 2010/11 Saw a surge in ‘gami ed’ systems & surrounding media frenzy. DEBATE: Lack of consensus on usable game-based vocabulary, including de ning ‘game’ & ‘gami cation.’ EVOLUTION: The de nition and practice of ‘gami cation’ is changing & differentiating. SUSTAINABILITY: Survival of the ttest. With evolution comes continued presence. GAMES ARE A MEANS TO AN END At the the Heart of it, we are designing Experiences
- 4. INTRODUCTION: WHY GAME DESIGN THINKING? HYPE CYCLE: 2010/11 Saw a surge in ‘gami ed’ systems & surrounding media frenzy. DEBATE: Lack of consensus on usable game-based vocabulary, including de ning ‘game’ & ‘gami cation.’ EVOLUTION: The de nition and practice of ‘gami cation’ is changing & differentiating. SUSTAINABILITY: Survival of the ttest. With Evolution comes continued Presence. GAMES ARE A MEANS TO AN END At the the Heart of It, we are designing Experiences
- 5. 7.13.2011 $15MIL SERIES B FUNDING BADGEVILLE SOCIAL LOYALTY AWARDS VENDOR 09.2010 – Founded – 4 Employees 11.23.10 – Series A Funding – $2.5Mil A set. 07.13.11 – Series B – 30 Employees SEE ALSO: Big Door Bunchball CubePoints Gamify Get Glue MindBloom Mojo
- 6. 7.14.2011 GOOGLE NEWS ADDS BADGES HYPE CYCLE: 2010/11 Saw a surge in ‘gami ed’ systems & surrounding media frenzy. DEBATE: Lack of consensus on usable game-based vocabulary, including de ning ‘game’ & ‘gami cation.’ EVOLUTION: The de nition and practice of ‘gami cation’ is changing & differentiating. SUSTAINABILITY: Survival of the ttest. With Evolution comes continued Presence. GAMES ARE A MEANS TO AN END At the the Heart of It, we are designing Experiences
- 7. 4.1.2010 GOOGLE APRIL FOOLS JOKE HYPE CYCLE: 2010/11 Saw a surge in ‘gami ed’ systems & surrounding media frenzy. DEBATE: Lack of consensus on usable game-based vocabulary, including de ning ‘game’ & ‘gami cation.’ EVOLUTION: The de nition and practice of ‘gami cation’ is changing & differentiating. SUSTAINABILITY: Survival of the ttest. With Evolution comes continued Presence. GAMES ARE A MEANS TO AN END At the the Heart of It, we are designing Experiences
- 8. FOURSQUARE CURRENTLY, 10 MILLION USERS 03.2009 – Launched! A set. 09.2009 – 100,000 Users 08.2010 – 1,000,000 Users BUT !!! Daily Check-ins/User dropped from 0.5 to 0.34 when growing from 2 to 8 million accounts (foursquare 2011) 21% report checking in for the Mayorship challenge and achievements 54% say they check in ONLY when discounts or coupons are involved
- 10. TOO MUCH FOCUS ON SHALLOW, EXTRINSIC REWARDS – POINTS & BADGES – DOES NOT LEAD TO PLAYER SATISFACTION OR SUSTAINED ENGAGEMENT.
- 11. TOO MUCH FOCUS ON SHALLOW, EXTRINSIC REWARDS – POINTS & BADGES – DOES NOT LEAD TO PLAYER SATISFACTION OR SUSTAINED ENGAGEMENT.
- 12. WHAT IS A GAME?
- 13. WHAT IS A GAME? A Structured, Voluntary Experience with Rules and Goals that is Engaging and Fun.
- 14. FUN!!??!!?? O RLY??!!??
- 15. FARMVILLE
- 16. THE PROBLEM WITH FUN IT’S TOO DILUTED OF A CONCEPT It doesn’t distinguish the unique psychological experience of gameplay that leads to SUSTAINTED ENGAGEMENT. SEE: RAPH KOSTER – A THEORY OF FUN IN GAMES NICOLE LAZZARO – FOUR KEYS TO FUN MARC LEBLANC – EIGHT KINDS OF FUN
- 17. SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs:
- 18. SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: COMPETENCE
- 19. SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: COMPETENCE AUTONOMY
- 20. SELF-DETERMINATION THEORY SDT argues that human beings seek out (and continue to engage in) activities if these promise (and succeed) to satisfy 3 intrinsic motivational needs: COMPETENCE AUTONOMY RELATEDNESS
- 21. COMPETENCE THE PATH TO MASTERY: + The “Path To Mastery” is an Experience over Time + Nested, short-term achievable goals that lead to and support success of the overarching long-term goal. + Wherever a player is on their quest there should be a next goal just around the corner. + Design Appropriate Challenges and Rewards for All Players along Player Experience Lifecycle. N00B – Enthusiast – Master MAKE PROGRESS VISIBLE: + Provide Real-Time Granular, Sustained and Cumulative Feedback on Overall Performance + Utilize Reward Mechanics to Light a Blazed Path of Accomplishment. + NOT About Shiny Digital Trophies, or Badges + Ensure that Rewards are Meaningful to Player Competence, during immediate play and long-term engagement.
- 22. COMPETENCE EXPERIENCE OF CHALLENGE + Build Player Skill Through Challenges That Cause Them To Reach Just A Bit Out of Their Level + Optimal Challenges Stretch Player Ability But Don’t Overwhelm + Allow Players to Fail, if they can Learn and Grow from it (Gami cation does NOT do this) + Still, a High Success to Fail Ratio Works Best EXPRESSION OF MASTERY + After Hard-Earned Rewards, Allow Players to Enjoy and Express their Dominance + Ease-Off Dif culty for a Short Term + Provide Social Outlets for Bragging & Peacocking + Big “Juicy Feedback” for a Job Well Done.
- 23. AUTONOMY THE GAME BELONGS TO THE USER + Choice, Control and Mastery lead players to Deep Engagement and Loyalty + Provide the Right Information for Players to Best Make Use of their Autonomy + Operant Conditioning Tactics such as Time-Based or Loss Aversion Mechanics are a Turn-Off to those who recognize them and simply Predatory to those who don’t OPPORTUNITIES FOR ACTION! + Goal is to Maximize Opportunities for Action + Provide a Variety of Ways to Play (Competitive, Cooperative, Solo) + Provide a Variety of Available Actions (Challenge, Social, Side-Quests, Secrets, Unlocks, etc.) + Allow Multiple Paths through Nested Goals that still lead to Overarching Goal
- 24. IMMERSION & FLOW Flow is completely focused motivation.. It is a single-minded immersion and represents perhaps the ultimate in harnessing emotions in the service of performing and learning. - Mihály Csíkszentmihályi (1990)
- 25. RELATEDNESS THE SPARK OF CONNECTION + We are intrinsically motivated to seek meaningful connections with others + Data shows that in multiplayer situations, allowing players to connect with others and build relationships energizes, motivates and sustains ongoing engagement. + Focus on mechanics that allow players to both give and receive support of their goals + Provide for Communities of interest beyond one-on-one connections BEYOND OTHER PLAYERS + Tap into content that people are passionate about (Health, Wealth, Career, Arts, ProSocial) + Allow users to inject their own short & long term goals into the system (Think Mint Goals) + Support your players with Informational Feedback that they care about
- 26. RELATEDNESS
- 27. RESEARCH INSPIRES DESIGN CRITICAL STAKEHOLDER QUESTIONS: 1. What is the main reason for Gamifying your product / service? 2. How does it bene t the user? 3. Will they enjoy it? BUSINESS QUESTIONS: What Actions do you want your players to take? What are the goals of the business? How do you get the users to ful ll those goals? PLAYER QUESTIONS: Who are your Users? What are their needs and goals? Why are they Playing? What is their Primary Play Style? (Solo, Competitive, Cooperative) Who are they Playing With? What Social Actions do they nd enjoyable – and why? What Metrics do they care about?
- 28. MAN THE PLAYER CURRENT PLAYER TYPE MODELS 1996 Richard Bartle: 4 Type Model & 8 Type Model 2005 Nick Yee: 3 components, 10 subcomponents 2006 Klug, Schell: 9 Player Types 2010 Kallio, Mayra and Kaipainen: 9 Types of Players
- 30. BARTLE’S PLAYER TYPES EXPLORER Gets positive experience by nding new things in the world around them (Secrets, Unlocks, Easter Eggs) LIKES TO: Find own route around the game system Engage in Open-Ended Play Learn or acquire information during gameplay Achieve their Goals in their own way on their own time (Autonomous Play) DESIGN CHALLENGE: Prefers to play at own pace. Likes to customize their experience and feels restricted when game forces them to move on before they are ready.
- 31. BARTLE’S PLAYER TYPES ACHIEVER Motivated by a Sense of Progress and Mastery of the System LIKES TO: Measure Objectives in the Game Make Progress towards objectives Gain Recognition for their successes Complete Collections of Rewards Acquire Unique or Rare Objects or Status Analyze and Understand Game Mechanics DESIGN CHALLENGE: Can be hard to design proper level of challenge for these folks. Flow State.
- 32. BARTLE’S PLAYER TYPES KILLER Similar to Achiever, except play Win/Lose game and want to show others ”Look at Me, I Won!” LIKES TO: Compete Win Show-Off Trash Talk, Taunt DESIGN CHALLENGE: Hitting the right dif culty level Keeping them in Check from Hacking the System or Disrupting the Community
- 33. BARTLE’S PLAYER TYPES SOCIALIZER Play games mostly to connect with other people LIKES TO: Gain Friends and In uence People Join or Lead Groups Organize Cooperative Activities Comment, Share, Award Be Liked Gain Prestige DESIGN CHALLENGE: Building a sustainable community for interaction among players
- 36. BONUS TIPS FOR ENGAGEMENT ENGAGEMENT IS A JOURNEY Design the Experience Over Time Create Journey Maps (Timelines of player actions, reactions & emotions) What does that Journey Towards Mastery look like? ONBOARDING Focus on N00B and First Time Experience The First 60 seconds are crucial to show First-Time Users how it works Get In, Get Busy, Tell People, Come Back Guide the Player Experience - N00B Can’t Lose, Give them endorphin releasing actions to perform. GIVE THEN GET Provide Value immediately when users arrive. Give them the opportunity to engage, personalize and express preferences before asking them to register.
- 37. BONUS TIPS FOR ENGAGEMENT PICK THE RIGHT REWARDS AND FEEDBACK Know your audience intimately and create enough Juicy Feedback for all levels of the Journey (N00B, Regular, Master) Light the Path of the Journey with Progress Mechanics Achievable short term goals that work towards overarching long term goals SOCIAL HOOKS If you’ve created the RIGHT Rewards/Achievements then your Players will WANT to share their Status with others. DESIGN ETHICALLY Addiction is not the same as Engagement There is certainly ‘Click-Whir’ Behavioral Psych at work behind many mechanics. Use them Responsibly.
- 38. REFERENCES: A PATH TO MASTERY GAME DESIGN THINKER Nic Kelman, “Yes, but is it a game?” from Games : Required essay from a not so required book. Raph Koster, A Theory of Fun for Game Design : Fun arises from Learning & Mastery James Paul Gee, What Video Games Have to Teach Us about Learning & Literacy : Pairs nicely with Koster’s book Mihály Csikszentmihályi, Flow – The Psychology of Optimal Experience : Many implications for creating engagement architectures Johan Huizinga, Homo Ludens, A Study of the Play Element in Culture : “It is ancient wisdom, but also a little cheap, to call all human activity ‘play’.” Ryan, Deci, The Handbook of Self-Determination Research : Perhaps the most well researched psychological theory of intrinsic motivation
- 39. REFERENCES: A PATH TO MASTERY GAME MAKER Hunicke, Leblanc, Zubek, MDA a Formal Process of Game Design : Origin of the Mechanics, Dynamics, Aesthetics framework Jesse Schell, The Art of Game Design – A Book of Lenses : Tactical and practical Bateman, Boon, 21st Century Game Design : Pragmatic approach to Game Design Jane McGonigal, Reality is Broken : Serious Games will Save the World Zicherman, Linder, Game-Based Marketing : Enthusiastic, Behaviorist Argument for Gami cation Pro teering. BONUS PLAY Bartle Player Type Quiz : http://www.game-on-book.com/bartle Jesse Schell, Visions of the Gamepocalypse [VIDEO] : http://bit.ly/jT6LvD
- 40. Portsmouth | Boston | Louisville We deliver research-inspired design Dustin DiTommaso aimed at improving the experiences Experience Design Director people have with technology, Email: dustin@madpow.net organizations, and each other. Twitter: @DU5TB1N