- 1.Boosting Brand Engagement with Game Mechanics Joel Lim workingstrategy.wordpress.com
2. Gaming Mechanics:What it is and isnt. 3. Its not about turning your Web applications into games. Its about making themgame-like . And this makes for more engagingexperiences=) 4. Game Mechanics 1)Used well, gaming mechanics make Web design more engaging, sticky, and viral by incentivizing certain behaviors.
- 2)The core of gaming mechanics include:
5. The Psychology Behind Gaming Mechanics 6. : Social connectedness : Psychological well-being : Gratification : Material gain : Reciprocity : Reputation : Attachment to a group : Increased sense of capability in achieving goals USER MOTIVATION 7. 1) Players experience fulfillment through gaming mechanics.
Rewarded Learning 8. Theexperienceofgaining virtuallyis very satisfying on its own. 9. Players (always) want more Zones Experiences Upgrades UNLOCKING
- Plays on human curiosity and
- creates a desire to advance.
10. Keep them occupied EASY UNLOCKING = IMMEDIATE RESULTS 1) Dont make it too hard to level up or attain new experiences. 2) Small, incremental steps that seeimmediate resultsare best to encourage continual usage.3) This is a great way to retain your customers. 11. Core game mechanics are applied: : Points : Social Exchanges : Leaderboards: Customization : Level Ups= ENGAGING USER EXPERIENCE Social Networking Sites we know and love 12. YouTube has done a brilliant job in making theoverall experience feel game-like , without turning the site into a traditionalgame. Facebook applications encourage aplayful moodand individuals use them both for entertainment purposes and socializaton tools.Rao, 2004Amy Jo Kim, 2009 13. Design Tactics 14. CASE STUDY 1 :Blurring the Lines between Virtual and Reality 15. Encourages users to discover new places and explore their neighbourhood. Friend Finder MOBILE app game Social city-guide 16.
- : Users check-in to actual places in city usingFoursquare .
- : Eachfoursquarecheck-in earns user points.
- Find new place in your neighbourhood
- - Drag a friend along with you(1 point)
17. : As users start checking-in to more interesting places with different people, users will be able to start unlocking badges. : Various badges are available. Eg: - Too much time karaoke - 4 nights out in a row: Users may also suggest new badges. UNLOCKING BADGES /ADVANCING 18. CASE STUDY 2 :Connecting at Ground Level 19. :StarHublaunched a new youth mobile plan with attractive perks.: Formed a guerilla outfit called the MOBILE RAVERS . 20. :Rave Messagesmobile app: Users were allowed to create and sendRave Messages [text messages performed as dance sequences]A message would be performed on screen by aMobile Raverfor their friends. 21. : MOBILE RAVERS Performed in Zouk and the streets of Singapore.Flashcards, giveaways and performances aimed to drive traffic toStarHubsonline portal. (freedomrocks.com.sg) 22. Game on! 23. References
- Amy Jo Kim. (15 thJan, 2009)Game Mechanics for Interaction Design . Interview.
- Benkler, Y. (2006)The Wealth of Networks . Yale University Press.
- Rao, V. qtd Bogost, Ian. (2004)Asynchronous Multiplay: Futures for Casual Multiplayer Experience . Other Players Conference on Multiplayer Phenomena, Copenhagen Denmark.