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Gamification is past a buzzword now - many applications are harnessing its power.Here we look at why those systems were created in the first instance and use that to help to understand what makes powerful reward systems that work well.
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© Ben Gonshaw 2011
LOOPS & LUDOLOGYWhy great game design is all about the loop
© Ben Gonshaw 2011
LOOPS & LUDOLOGYWhy great game design is all about the loop
GAME:A competitive activity involving skill, chance,or endurance played according to a set of rules.
© Ben Gonshaw 2011
LOOPS & LUDOLOGYWhy great game design is all about the loop&What the evolution of game design can tell us
© Ben Gonshaw 2011
It started with a loop
Videogames started with a simple Feedback loop.
Press Button
Character moves
Game World
Updates
© Ben Gonshaw 2011
It started with a loop
I FEEL GREAT BECAUSE:IT’S INSTANTLY RESPONSIVE TO ME
Spacewar1962
Tennis for Two1958
© Ben Gonshaw 2011
Press Button
Ship Responds
Bullets Drop
© Ben Gonshaw 2011
© Ben Gonshaw 2011
I FEEL GREAT BECAUSE:I’M BEING CHALLENGED, BUT I’M WINNING
Press Button
Ship Responds
Bullets Drop
© Ben Gonshaw 2011
© Ben Gonshaw 2011
I FEEL GREAT BECAUSE:I’M BEING CHALLENGED, BUT I’M WINNING
Press Button
Ship Responds
Bullets Drop
© Ben Gonshaw 2011
Press Direction
Ship Moves
Bullets Drop
Kill Enemies
© Ben Gonshaw 2011
© Ben Gonshaw 2011
KillEnemies
KillEnemies
KillEnemies
© Ben Gonshaw 2011
© Ben Gonshaw 2011
Kill Enemies
Enemies Get
Harder
© Ben Gonshaw 2011
© Ben Gonshaw 2011
I FEEL BAD BECAUSE:MY FAILURE IS AN INEVITABILITY
© Ben Gonshaw 2011
© Ben Gonshaw 2011
A loop within a loop
Ramping the player’s abilities as well as the enemies’ is psychologically powerful. Kill
Enemies
Collect Power-
Ups
© Ben Gonshaw 2011
Rank Up!
Power-Ups increase the player’s strength
I FEEL GREAT BECAUSE:I CAN CRUSH PREVIOUSLY TOUGH OPPONENTS EASILY
© Ben Gonshaw 2011
Loopin’ makes me feel good
The key to that payoff lies in the interplay between the player ranking up and the enemies becoming harder.
Kill Enemies
Collect Power-
Ups
Game Becomes Harder
© Ben Gonshaw 2011
Loopin’ makes me feel good
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0 15 30 45 60 75 90 105 120 135 150 165 180 195 210 225 240 255 270 285 300 360 375 420 435 465Seconds
Difficulty
© Ben Gonshaw 2011
Loopin’ makes me feel good
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0 15 30 45 60 75 90 105 120 135 150 165 180 195 210 225 240 255 270 285 300 360 375 420 435 465Seconds
Difficulty
© Ben Gonshaw 2011
Loopin’ makes me feel good
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0 15 30 45 60 75 90 105 120 135 150 165 180 195 210 225 240 255 270 285 300 360 375 420 435 465Seconds
Difficulty
© Ben Gonshaw 2011
Loopin’ makes me feel good
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0 15 30 45 60 75 90 105 120 135 150 165 180 195 210 225 240 255 270 285 300 360 375 420 435 465Seconds
Difficulty
© Ben Gonshaw 2011
Loopin’ makes me feel good
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0 15 30 45 60 75 90 105 120 135 150 165 180 195 210 225 240 255 270 285 300 360 375 420 435 465Seconds
Difficulty
© Ben Gonshaw 2011
Loopin’ makes me feel good
0
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0 15 30 45 60 75 90 105 120 135 150 165 180 195 210 225 240 255 270 285 300 360 375 420 435 465Seconds
Difficulty
© Ben Gonshaw 2011
Loopin’ makes me feel good
0
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15
20
25
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0 15 30 45 60 75 90 105 120 135 150 165 180 195 210 225 240 255 270 285 300 360 375 420 435 465Seconds
Difficulty
© Ben Gonshaw 2011
Loopin’ makes me feel good
0
5
10
15
20
25
30
0 15 30 45 60 75 90 105 120 135 150 165 180 195 210 225 240 255 270 285 300 360 375 420 435 465Seconds
Difficulty
© Ben Gonshaw 2011
Loopin’ makes me feel good
0
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0 15 30 45 60 75 90 105 120 135 150 165 180 195 210 225 240 255 270 285 300 360 375 420 435 465Seconds
Difficulty
© Ben Gonshaw 2011
Get there faster
Games then added a further layer – a meta-game on top of the core mechanics.
Combos = Accelerated Progress
Kill Enemies
Collect Power-
Ups
Game Becomes Harder
COMBO
© Ben Gonshaw 2011
Get there faster
I FEEL GREAT BECAUSE:I’VE REVEALED THE HIDDENI’M SKILLED ENOUGH TO USE ITI FEEL LIKE I’M BEATING THE SYSTEM
© Ben Gonshaw 2011
It started with a loop
It turns out that feedback loops are the fundamental driver at many levels of game design.
Moment to Moment
Control Feedback Loop
Hitting Targets
Game Progression Loop
Reward & Reinforcement
Enticement Loop
© Ben Gonshaw 2011
It started with a loop
Press Button
Character moves
Game World
Updates
© Ben Gonshaw 2011
The User is Intelligent
The Player makes decisions about what to do.
Press Button
Charactermoves
Game World
Updates
Player Decision
© Ben Gonshaw 2011
The Loop is Intelligent
The Player makes decisions
So does the AI.
Press Button
Charactermoves
AI Decision
Game World
Updates
Player Decision
© Ben Gonshaw 2011
The Loop is Goal DrivenPress
Button
Charactermoves
AI Decision
Game World
Updates
Player DecisionThe decision is only about
how to reach the goal in a satisfying way.
© Ben Gonshaw 2011
The Loop is Goal DrivenPress
Button
Charactermoves
AI Decision
Game World
Updates
Player DecisionThe decision is only about
how to reach the goal in a satisfying way.
Quickest / Highest Scoring / Most Lives
© Ben Gonshaw 2011
The Loop is IntelligentPress
Button
Charactermoves
AI Decision
Game World
Updates
Player Decision REWARD
The rewards reinforcesuccessful behaviours.
• Earning points• Visual excitement• Ranking Up
© Ben Gonshaw 2011
The Loop is IntelligentPress
Button
Charactermoves
AI Decision
Game World
Updates
Player Decision REWARD
The rewards make it more pleasurable to perform the tasks required.
I FEEL GREAT BECAUSE:REWARDS ARE USEFULREWARDS = EASIER PROGRESSION
© Ben Gonshaw 2011
LOOPS & LUDOLOGYMaking a great reward
© Ben Gonshaw 2011
Transparent
Progress towards gaining primary rewards should be clear.
© Ben Gonshaw 2011
Meaningful
If the reward has a purpose it becomes powerful.
A pat on the back is nice, but if it makes my life easier then it’s truly appreciated.
© Ben Gonshaw 2011
Layered
Additional reward tiers bring richness to the system.
It can be advantageous to have the progress towards these lower tiers more opaque.
© Ben Gonshaw 2011
Layered
Skinner’s operant conditioning shows how simple it is to create compulsive behaviours.
© Ben Gonshaw 2011
BalancedExternally
The rewards have to be built into the overall system so that it is not unbalanced when they are won.
© Ben Gonshaw 2011
BalancedInternally
The rewards have to be equitable, giving no great advantage for one over another.
© Ben Gonshaw 2011
What is our Loop?
© Ben Gonshaw 2011
A Game Loop/Press
Button
Charactermoves
AI Decision
Game World
Updates
Player Decision
REWARD
© Ben Gonshaw 2011
What is our loop?Consumer Behaviour
Charactermoves
AI Decision
Game World
Updates
Player Decision
REWARD
© Ben Gonshaw 2011
What is our loop?Consumer Behaviour
Real world Results
AI Decision
Game World
Updates
Player Decision
REWARD
© Ben Gonshaw 2011
Consumer Behaviour
Real world Results
Agency Business
Rules
Game World
Updates
Player Decision
REWARD
What is our loop?
© Ben Gonshaw 2011
Consumer Behaviour
Real world Results
Agency Business
Rules
*Web *Mobile *Real life
Affected
Player Decision
REWARD
What is our loop?
© Ben Gonshaw 2011
Consumer Behaviour
Real world Results
Agency Business
Rules
*Web *Mobile *Real life
Affected
Consumer Decision
REWARD
What is our loop?
© Ben Gonshaw 2011
How the pros did it...
© Ben Gonshaw 2011
There’s a clear consumer goal:Get from A to B.
The loop
© Ben Gonshaw 2011
There’s a simple thing to answer:How do I get there...
The loop
© Ben Gonshaw 2011
The loop
Press Button
Character moves
Game World
Updates
This was the space invaders loop.
© Ben Gonshaw 2011
The loop
Visit
Location
Check-In
Increases
Become
Mayor
© Ben Gonshaw 2011
The loop
Clear Progress to the Goal
2 more check-ins this week to be Mayor
© Ben Gonshaw 2011
The loop
2 more check-ins this week to be Mayor
Mayor gets free Coffee
Transparent, REAL WORLD reward
© Ben Gonshaw 2011
The loop
You are the Mayor of Mr. Coffee
YOU get free Coffee
Transparent, REAL WORLD reward
© Ben Gonshaw 2011
Consumer Behaviour
Real world Results
Agency Business
Rules
*Web *Mobile *Real life
Affected
Consumer Decision
REWARD
The loop
© Ben Gonshaw 2011
Walk to work via
Mr. Coffee
Check In to Mr. Coffee
Check in=
Mayor=
Reward
Mayor of Mr. Coffee Updates
Find Coffee with
42 Free coffee
The loop
Goal:Get to workWith a Coffee
© Ben Gonshaw 2011
THANK YOU
