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Secrets of Game Thinking

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Secrets of 
 Game Thinking 
 harness the power of games to drive longterm engagement Amy Jo Kim, Ph.D. co-founder, Shufflebrain



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As a child I loved to play


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As I Buta child didn’t I loved love to to play compete


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one night on a beach in Greece my creativity was re-ignighted


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I found another way to play


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I developed my coop design skills


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then one day, I got THE CALL


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we created a breakthrough hit


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which led to more breakthrough hits


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and insights about Game Thinking


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What is Game Thinking?


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Three Key Components • Social Actions: Find the Fun • Skill-building Core Loop • 4-stage Customer Narrative


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1 Social Actions: Find the Fun Fun is just another word for learning Raph Koster MMO designer & author, A Theory of Fun


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Fun means different things to different people


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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


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Zero-Sum Game I Win We are You Lose opponents


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Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling


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a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)


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Non-Zero-Sum Game Win-Win Lose-Lose We are partners


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Double Dutch Pictionary Martial Arts Charity Walk


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Who are your customers? How do they like to interact?


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Bartles 4 Player Types (1996) Killers Achievers Socializers Explorers


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Points, Badges, Levels, Leaderboards… appeal primarily to Achievers Jane McGonigal Richard Bartle


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Social Actions Focus on Motivation Express Compete Content People Explore Collaborate


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Express


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Explore


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Compete


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Collaborate


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Social Action Matrix Express Content Compete Players Explore Collaborate


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Social Action Matrix Build Create Design Purchase Express Decorate Customize Choose Win Challenge Compete Showoff Compare Taunt Content Players View Vote Collect Rate Explore Curate Review Comment Like Greet Collaborate Help Share Contribute


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Social Action Matrix Build Create Express Customize Compete Showoff Content Players Collect Explore Comment Greet Collaborate Help Share Contribute


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If you’re building a social app, instead of asking “who are my player types?” ask 
 “what social actions motivate my players?” Jane McGonigal Richard Bartle


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2 Skill-building Core Loop In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight. Dan Cook Game Designer


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Fake 
 landing page?


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Fake 
 landing page?


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Operant Conditioning AKA 
 Skinner Box?


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Operant Conditioning AKA 
 Skinner Box? X


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Skill-building = making customers more awesome


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Skill-building = making customers more awesome


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Skill-Building Core Loop Core Loop = 
 skill-building habit loop


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Core Loop Activity Chain Read & Respond to Updates Internal Trigger Feedback & Progress No More Updates Need Attention Check Updates urge to connect with your team Investment Path Customize your channel & expressions


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Core Loop Activity Chain Job Story When I need to check on my team’s progress
 I want to see everything in one place
 So I can stay on top of what’s happening with less friction & more pleasure Read & Respond to Updates Internal Trigger Feedback & Progress No More Updates Need Attention Check Updates urge to connect with your team Investment Path Customize your experience


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Core Loop Activity Engaging activity 
 satisfies an urge or need Read & Respond to Updates Internal Trigger Trigger No More Updates Need Attention Check Updates urge to connect with your team Customize your experience


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Core Loop Feedback & progress promote 
 learning & mastery Read & Respond to Updates Feedback & Progress No More Updates Need Attention EscapeTime!
 urge to dive into an escapist world Customize your experience


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Core Loop Investment 
 & triggers 
 pull people back Read & Respond to Updates EscapeTime!
 Engaged Trigger urge to dive into an escapist world Check Notifications Investment Path Customize your experience No More Updates Need Attention


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Read & Respond to Updates Check Notifications
 & Stats BreakTime!
 urge for a quick social “hit” Collect faves, RTs & followers


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Activity Read & Respond to Updates Engaging activity 
 satisfies an urge or need Internal Trigger Trigger Check Notifications
 & Stats BreakTime!
 urge for a quick social “hit” Collect faves, RTs & followers


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Read & Respond to Updates Feedback 
 & progress promote learning & mastery Feedback & Progress Check Notifications
 & Stats BreakTime!
 urge for a quick social “hit” Collect faves, RTs & followers


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Read & Respond to Updates Investment 
 & triggers 
 pull people back BreakTime!
 Engaged Trigger urge for a quick Check your Stats social “hit” Investment Path Collect faves, RTs & followers Get Notifications,
 Check Stats


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Activity Play a Song Together Internal Trigger PartyTime!
 urge for a fun social activity Core Loop Engaged Trigger Feedback & Progress Beat the Song Investment Path get better, play harder songs & bigger venues Get your Score, Accolades, $$


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Skill-building = making customers more awesome


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Core Loop = making customers more skillful


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3 4-stage Customer Narrative Design is not just what it looks like & feels like. Design is how it works. Steve Jobs


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end-to-end customer experience is for Enthusiasts Mastery Habit-Building Onboarding Discovery


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Stage Enthusiasts is for 1: Discovery is for Visitors What is this? Is it right for me?
 What’s the value proposition? Discovery


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Stage Enthusiasts is for 2: Onboarding is for Newbies How do I learn the ropes? 
 How do I start giving & getting value? Onboarding Discovery


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Stage Enthusiasts is for 3: Habit-building is for Regulars What urge pulls me back? What am I getting better at? Habit-Building Onboarding Discovery


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Stage Enthusiasts is for 4: Mastery is for Enthusiasts What skills & knowledge have I mastered? How can I leverage that? Mastery Habit-Building Onboarding Discovery


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is for Enthusiasts Customer Narrative Mastery Habit-Building Onboarding Discovery


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conversational environment built around friendly, helpful bots


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extensible environment built to enable UGC & player creativity


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Stage Enthusiasts is for 1: Discovery is for Visitors Social Discovery via Friends & Colleagues


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Stage Enthusiasts is for 1: Onboarding is for Newbies Learn the ropes with a friendly bot


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Stage Enthusiasts is for 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations


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Stage Enthusiasts is for 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app


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skill-building makes your customers more awesome


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game thinking helps them leverage their skills


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.. and helps YOU bring products to life with gaming smarts


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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


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What We Do accelerate your path to product/market fit with gaming smarts


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Just Launched Getting2Alpha Podcast listen in as we explore how successful creative people bring their ideas to life


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Getting2Alpha Flipped Workshops Secrets of Game Thinking Lightning-Fast Customer Insights 5 Rules for Co-op Game Design


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Thank You Let’s stay in touch @amyjokim http://amyjokim.com


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