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7/26/2019 The Gamer Brain
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The GamerBrain
Using psychology in game designto boost fun and protability
Erik Asmussen
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Topics!
Using psychology to make gamesfun
Using psychology to make moneyA case study (in progress
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ho"s this guy#$tarted de%eloping i&$ in
'arch )*)
+eft regular ,ob in -uly )*)
*. published apps/ in acti%ede%elopment/ a bunch morein planning stages
0o formal 1$ background$tudied 2sychology and
0euroscience instead
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Using 2sychologyto make games fun
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hy do 3e game#
e spend thousands ofhours4dollars gaming e%ery year/ forlimited benet5
Gaming has a %ery high le%el ofintrinsic re3ard5
hy are games
fun#
i5e5 67un8
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&ur 9at Brain
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9at Brain
2sychology'oti%ation comes from the 67our 7"s8:; 7eeding
; 7leeing
;7ighting;9eproduction
Gaming emulates theconditions that trigger theseresponses
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9at Brain Games:
7eedingGames that re
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9at Brain:
7leeing47ightingGames that create (andresol%e tense emotionalstates/ rees
and heightened attentionle%els
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9at Brain:
9eproductionE>aggerated 2hysical1haracteristics
1ompetition and?ominance
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$kinner Bo>es
But simple stimulus4response beha%ior cannot e>plain (the ma,ority of games" appeal
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@igher;le%el
'oti%ationThree main
sources:
Autonomy'astery
2urpose
?ri%e/ ?aniel @5 2ink/ ))
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Autonomy
@a%ing the ability to direct youro3n actions/ e>plore 3here you
3ant/ determine your o3n tactics
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'astery
$elf;impro%ement/ purposefultraining/ learning from feedback/becoming more procient
Gaining an understanding of ano%el en%ironment and its rules
Telling $ho3ing $elf;disco%ery
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2urpose
Achie%ing something that Cmatters"
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7lo3 A state of consciousness ofconcentration and deep en,oyment
Triggered by ideal challenge le%eland high moti%ation
@appens 3ith 3ork too (e5g5 Game?e%elopment
Dt"s the conte>t that determinesmoti%ation/ not the action itself
?e%elopers can control games"conte>t
But the real 3orld is too comple>for optimalautonomy4mastery4purpose
scenarios
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Using 2sychology
to 'ake 'oney
E i 9
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Emerging 9e%enue
'odels1lassic 'odel:
; 'ake a game players en,oy; They 3ill tell their friends/ and buy future games
; 2rot!!
0e3 model:; 'ake a free game that players 3ill check
out; @ook them and make them spend realmoney to purchase in;game items; 2rot!!
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7reeconomics
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'anipulation and
'orality7reemium games are 3here these
boundaries of game design morality arereally getting tested
Good game design 3ill fre
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'anipulation and
'oralityThey are not inherently Cgood" orCe%il"
Too much rat brain moti%ationbegins to feel like manipulation555555but if the gamer ultimately en,oys
the e>perience/ is there a problem#
+ots of grey area
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The Basics
2eople 3ill pay for things that ha%e%alue to them
Df you 3ant to makemoney/ you need toadd or create %alue
alue is hea%ilydependent on conte>t
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1reating perception of
%aluealue can be created by applyinge>pertise in order to process ra3materials into an end product of
higher function or aesthetic appealBut game designers can create
%alue from thin air
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@o3 do you create
%alue in a game#Enhances gameplay4empo3ers player
; Bigger guns/ no%el maps/ ne3 challenges
9emo%e barrier or something annoying; 7aster reloading/ fast tra%el/ bypassgrinding
$carcity&pportunity 1ost (double F2$a%e real;3orld time
; 6$murfberries8
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$murfberries
(cont"dAny in;game currency that sa%es youtime/ and can purchase po3erful in;game items
1an only be earned in rare situations/ bycompleting annoying tasks/ or by payingreal money
our o3n time has e>tremely high %alue
H $elling your o3n time back to you
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The false dilemma
2layer can either:; ait for a really long time; ?o some annoying thing; 2ay real money
&f course/ player can also:; 0ot play the game
6?o you 3ant to clean youroom before or afterdinner#8
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Anchoring
&ne option that ischeap/ anotherthat is more
e>pensi%e but aCbetter %alue"
&ne %erye>pensi%e optionto make the otherones seem cheaper
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2layer ?isempo3erment
7irst %e or si> le%els progresse>tremely fast
0e>t le%el takes a 'U1@ longertime to complete (6The all82layer becomes accustomed to
positi%e reinforcement of le%eling/ itis no3 3ithdra3n/ feels urge tospeed up process
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9einforcement
$chedules
BOOOR
RRINNGG
BOOO
RRRINNGG
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9einforcement
$chedules9e3ard timing is %ery critical9andom 9e3ards H e>tremely high response
They ,ust ha%e to not kno3 it"s coming
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?on"t be e%il
These tactics are eIecti%e/ but are
they moral#
@o3 3ill you balance makingmoney %s5 making the game you
3ant to build#
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The Arms 9ace
0eed to make money! But more andmore resistance to paying upfront5
Both gamers and de%elopers makingthe Crational choice"
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The Arms 9ace$o ho3 much 3ill game design change
in order to make money#
1an you still design the game you3ant to build/ 3hile incorporatingthese elements#
ill players begin resisting freemiumas 3ell#
hat"s the ne>t phase of this battle#
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A 1ase $tudy
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Dnitial 1hallenges
0o 'oney?o e%erything myself
?on"t kno3 3hat D"m doing
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2rogression
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Earnings
9ough e
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hat ha%e D
learned# $ingle;player e>perience is important 2olish is critical (e5g5 %isual feedback
$mall J focused is a better approachTurn;based much better than simultaneous
multiplayer
Users are (almost ne%er happy H scope creep Good re%ie3s K @igh $ales Game forums are your friend Good idea to supplement 3ith other 3ork
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2ricing $trategies
2aid7ree7ree;L2aid2aid and 7ree
2aid;L7ree;L2aid;L7ree;L2aid;L7ree (2eriodic $ales 3orks thebest
Th f
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The po3er of app
salesGet picked up by t3itter;bots and auto;blogs on mainstreammedia sites
@elps if you ha%e a fe3 contacts in the media to magnify
M)k free do3nloads in a 3eekend %s5 )k lifetime (paid andfree
h f
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The po3er of app
sales@ilariously/ 1olony +ite (3hich 3asfree the 3hole time had about N)do3nloads during the same period
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&ther Tips
?o3nload topapp store gamesand see 3hat
they do 3ell
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&ther Tips
Dterate! Oeep building ne3 stuI allthe time
$ource: 3335streamingcolour5comde% sur%ey
http://www.streamingcolour.com/http://www.streamingcolour.com/7/26/2019 The Gamer Brain
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&ther Tips
Get an artist
%s5
+uigi Guatieri'e
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A 0e3 Approach
E>tremelysimplemechanic
?esigned tomake theprimaryaction asre3arding aspossibleusingpsychologicalprinciples
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A 0e3 Approach
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ill it 3ork#
TB?But it"s a great game design
e>ercise
2ros:; This perspecti%e can help sol%e
game design challenges
1ons:; Artistic 1ompromise# 'aybe e%il#
&r ,ust being practical#
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$ummary
As a game de%eloper/ you ha%e entire controlo%er the moti%ational conte>t for players
The 7our 7"s and Autonomy/ 'astery/ and2urpose/ can increase user en,oyment and
re%enue
1reate %alue for your playersThere are other/ sneakier tactics you can use to
aIect players" beha%ior/ please use responsibly
Game design is being changed based on ne3re%enue models
Dterate/ start small/ polish/ and try app sales
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Thanks!
erikPQapps5com
PQapps
3335Qapps5com
mailto:[email protected]:[email protected]