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Vincent Sider June 2010 Way of KINDNESS Game mechanics applied to Kindness Marketing
How are most games structured
Games allows to  pay attention   to what is different and it’s fun!
[object Object],[object Object],[object Object],[object Object],[object Object]
Which brings us to
 
 
 
 
Why such a growth ?
The way of monetization www.sinksource.net
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
[object Object],[object Object],[object Object],[object Object]
Decorative Goods DO NOT affect stats or game play
Socialize, Express your identity with a customized avatar
So that you can decorate, design your own room, restaurant, garden, farm, fish tank
Functional Goods or gifts DO affect stats or game play
Express your respect/love with a social gesture
Enhance your game play: Pay More    Get Ahead Faster
Virtual Goods drive engagement
Game Mechanics
5 Game Mechanics ,[object Object],Virtual Good inventory in Yoville
[object Object],[object Object],Game mechanics are based on points to track and count “good behaviours”
5 Game Mechanics ,[object Object],[object Object],[object Object]
5 Game Mechanics ,[object Object],[object Object],[object Object],[object Object],Habbo Hotel Flash Mob
5 Game Mechanics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Attention triggers
People want to feel important
People want better stuff
People want to achieve things EASY UNLOCKING = IMMEDIATE RESULTS 1) Don’t make it too hard to level up or attain new experiences. 2) Small, incremental steps that see  immediate results  are best to encourage continual usage.  3) This is a great way to retain your customers.
People want to build relationships and reciprocity
People want to feel good about themselves
People want to express themselves
DRIVERS FOR VIRTUAL GOOD ADOPTION People want competitive advantage
Now !(time == money )
Gaming mechanics hit people attention needs
It did not took long for marketers and designers to realize that this way of getting attention could be applied to online services
And given that what is at stake “attention scarcity” primarily for discovery services…
    Friends Discovery
How are social networks like a game ? ,[object Object],[object Object],[object Object],[object Object],[object Object],= ENGAGING USER EXPERIENCE
How are social networks like a game ? ,[object Object],[object Object],[object Object],[object Object],[object Object],= ENGAGING USER EXPERIENCE
How are social networks like a game ? ,[object Object],[object Object],[object Object],[object Object],[object Object],= ENGAGING USER EXPERIENCE
How are social networks like a game ? ,[object Object],[object Object],[object Object],[object Object],[object Object],= ENGAGING USER EXPERIENCE
How are social networks like a game ? ,[object Object],[object Object],[object Object],[object Object],[object Object],= ENGAGING USER EXPERIENCE
    Music Discovery
 
 
Gain more reward by raising the adventure  meter to listen to unexplored songs
 
 
 
 
    Business Discovery
    Business Discovery
 
 
 
    Shopping Discovery
 
    City Discovery
Encourages users to discover new places and explore their neighbourhood. Friend Finder MOBILE app game Social city-guide
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],"Fingers crossed that I don't lose points. I don't know what I'd do with myself if I lost the mayorship of my university... it's the only reason I go to class on a regular basis."
: 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
The NBC-owned cable network BRAVO,  has   partnered   with cosmetics retailer Sephora to reward   Foursquare          users who unlock the  Bravo   Real Housewives badge,  with $100 Sephora gift cards at select stores in New Jersey and New York over the next four weeks.
The  City of Chicago ’s tourism office,  Explore Chicago  wants to encourage visitors to experience the city as  Ferris Bueller  did by engaging them in determining the route(s) that will ultimately earn them a Ferris Bueller badge on  Foursquare . The Explore Chicago giveaway (a free trip to two out-of-towners) was  posted  on  Foursquare’s Facebook Page , inviting users to leave a comment with the scene they’d like to recreate from the movie. Their contribution in the form of a post enters them into a giveaway for a chance to win two Southwest Airlines tickets, a hotel stay and museum passes.
    As well as
 
 
 
 
    Finance Discovery
    Shopping Discovery
    Car discovery
 
    Idea discovery
 
    TV discovery
leverage the presence of show fans on social networks and incentivize them with points for engaging with content — i.e. watching videos on NBC.com,  Liking  shows, chatting and recruiting friends. Points can be redeemed for goodies like NBC merchandise, show previews, virtual goods, badges and sweepstakes entries. NBC ‘Fan It’
Share what you’re watching and earn points and badges! Add your Facebook, Twitter, or foursquare account! Watching the game from your favorite bar? Checking out the latest release at the theater? Miso is now integrated with foursquare, so you can share where you’re watching the game or movie. Miso now includes Twitter integration, so you can share what you’re watching on Facebook, Twitter, and foursquare! Share what you’re watching on TV or in the theater with your Facebook and Twitter friends! See what your friends are watching in your friend stream! Miso
    And finally…
    Kids discovery
 
 
6 to 18 months ahead ?
Expect a massive adoption of game mechanics for web design and engagement marketing as well as …
Explosion of sensors and tracking mechanism Tracking and sensors makes casual games a little less casual and reality, augmented .
 
Gaming augmented reality
Social Games Mobile integration
Users select three players from a football match being broadcast live on television. They are awarded points according to the relative performance of those players versus those selected by rival users. Users can substitute players in real-time as the match unfolds in order to try to maximize their point totals.  The winner is the user who has accumulated the most points over the course of the game. Picklive Social TV Football Game
6 to 18 years ahead?
We are a reward based people
[object Object],[object Object],[object Object]
Hey, I'll give you 30 toothpaste points for 25 of your cereal points.
He, who controls the points controls the world
Ethical ?
Can a system  generate infinite points and sustain its value ?
Nike would have to square off against Lazyboy; "You've just sat on our recliner for 5 hours... Ding ding 5000xp!"
With great powers come  great responsibility
With social media, companies are becoming more and more transparent, not because they want but because they have no choice.  Social Media tells the truth about how companies are really treating their customers and all of this is indexed, archived.
This will accelerate with applied game mechanics because there will be a visible correlation between customers behaviours and actions suggested by the company  People will judge the businesses to the actions that they incentivize!
[object Object],[object Object],[object Object],[object Object]
Story designers in collaboration with marketers  define the story according to the targeted behaviours Designers setup the business rules for achieving the desirable actions Marketers design business rules for sinks and rewards, badges & prizes Designers create assets for trophies, virtual goods, widget skins, and notifications Marketers define desirable actions Developers instrument your site and embed widgets and other data. As Always Marketers talk about the offering, focus on long-term, social results THINK KINDNESS Audience Story Actions Mechanics Conversation Sink / Source Assets Design Service Design
Incentivize customers to act kindly with one another.  Define actions in the way as you would treat close family members WITH KINDNESS
Thank you for  kindly  giving me the opportunity to  reward  your attention
Game mechanics applied to Kindness Marketing Vincent Sider June 2010 econsultancy #FODM Twitter.com/vincentsider +447918887439 uk.linkedin.com/in/vincentsider
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BACKUP
APATHY ?
From Addiction to Apathy: The Five Stages of Foursquare Use
From Addiction to Apathy: The Five Stages of Foursquare Use
 

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Way of Kindness: game mechanics applied to service design and engagement marketing

  • 1. Vincent Sider June 2010 Way of KINDNESS Game mechanics applied to Kindness Marketing
  • 2. How are most games structured
  • 3. Games allows to pay attention to what is different and it’s fun!
  • 4.
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10. Why such a growth ?
  • 11. The way of monetization www.sinksource.net
  • 12.
  • 13.
  • 14.
  • 15. Decorative Goods DO NOT affect stats or game play
  • 16. Socialize, Express your identity with a customized avatar
  • 17. So that you can decorate, design your own room, restaurant, garden, farm, fish tank
  • 18. Functional Goods or gifts DO affect stats or game play
  • 19. Express your respect/love with a social gesture
  • 20. Enhance your game play: Pay More  Get Ahead Faster
  • 21. Virtual Goods drive engagement
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 29. People want to feel important
  • 31. People want to achieve things EASY UNLOCKING = IMMEDIATE RESULTS 1) Don’t make it too hard to level up or attain new experiences. 2) Small, incremental steps that see immediate results are best to encourage continual usage. 3) This is a great way to retain your customers.
  • 32. People want to build relationships and reciprocity
  • 33. People want to feel good about themselves
  • 34. People want to express themselves
  • 35. DRIVERS FOR VIRTUAL GOOD ADOPTION People want competitive advantage
  • 36. Now !(time == money )
  • 37. Gaming mechanics hit people attention needs
  • 38. It did not took long for marketers and designers to realize that this way of getting attention could be applied to online services
  • 39. And given that what is at stake “attention scarcity” primarily for discovery services…
  • 40. Friends Discovery
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46. Music Discovery
  • 47.  
  • 48.  
  • 49. Gain more reward by raising the adventure meter to listen to unexplored songs
  • 50.  
  • 51.  
  • 52.  
  • 53.  
  • 54. Business Discovery
  • 55. Business Discovery
  • 56.  
  • 57.  
  • 58.  
  • 59. Shopping Discovery
  • 60.  
  • 61. City Discovery
  • 62. Encourages users to discover new places and explore their neighbourhood. Friend Finder MOBILE app game Social city-guide
  • 63.
  • 64. : 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
  • 65. The NBC-owned cable network BRAVO, has   partnered   with cosmetics retailer Sephora to reward   Foursquare       users who unlock the Bravo   Real Housewives badge, with $100 Sephora gift cards at select stores in New Jersey and New York over the next four weeks.
  • 66. The  City of Chicago ’s tourism office,  Explore Chicago  wants to encourage visitors to experience the city as  Ferris Bueller  did by engaging them in determining the route(s) that will ultimately earn them a Ferris Bueller badge on  Foursquare . The Explore Chicago giveaway (a free trip to two out-of-towners) was  posted on  Foursquare’s Facebook Page , inviting users to leave a comment with the scene they’d like to recreate from the movie. Their contribution in the form of a post enters them into a giveaway for a chance to win two Southwest Airlines tickets, a hotel stay and museum passes.
  • 67. As well as
  • 68.  
  • 69.  
  • 70.  
  • 71.  
  • 72. Finance Discovery
  • 73. Shopping Discovery
  • 74. Car discovery
  • 75.  
  • 76. Idea discovery
  • 77.  
  • 78. TV discovery
  • 79. leverage the presence of show fans on social networks and incentivize them with points for engaging with content — i.e. watching videos on NBC.com, Liking shows, chatting and recruiting friends. Points can be redeemed for goodies like NBC merchandise, show previews, virtual goods, badges and sweepstakes entries. NBC ‘Fan It’
  • 80. Share what you’re watching and earn points and badges! Add your Facebook, Twitter, or foursquare account! Watching the game from your favorite bar? Checking out the latest release at the theater? Miso is now integrated with foursquare, so you can share where you’re watching the game or movie. Miso now includes Twitter integration, so you can share what you’re watching on Facebook, Twitter, and foursquare! Share what you’re watching on TV or in the theater with your Facebook and Twitter friends! See what your friends are watching in your friend stream! Miso
  • 81. And finally…
  • 82. Kids discovery
  • 83.  
  • 84.  
  • 85. 6 to 18 months ahead ?
  • 86. Expect a massive adoption of game mechanics for web design and engagement marketing as well as …
  • 87. Explosion of sensors and tracking mechanism Tracking and sensors makes casual games a little less casual and reality, augmented .
  • 88.  
  • 90. Social Games Mobile integration
  • 91. Users select three players from a football match being broadcast live on television. They are awarded points according to the relative performance of those players versus those selected by rival users. Users can substitute players in real-time as the match unfolds in order to try to maximize their point totals. The winner is the user who has accumulated the most points over the course of the game. Picklive Social TV Football Game
  • 92. 6 to 18 years ahead?
  • 93. We are a reward based people
  • 94.
  • 95. Hey, I'll give you 30 toothpaste points for 25 of your cereal points.
  • 96. He, who controls the points controls the world
  • 98. Can a system generate infinite points and sustain its value ?
  • 99. Nike would have to square off against Lazyboy; "You've just sat on our recliner for 5 hours... Ding ding 5000xp!"
  • 100. With great powers come great responsibility
  • 101. With social media, companies are becoming more and more transparent, not because they want but because they have no choice. Social Media tells the truth about how companies are really treating their customers and all of this is indexed, archived.
  • 102. This will accelerate with applied game mechanics because there will be a visible correlation between customers behaviours and actions suggested by the company People will judge the businesses to the actions that they incentivize!
  • 103.
  • 104. Story designers in collaboration with marketers define the story according to the targeted behaviours Designers setup the business rules for achieving the desirable actions Marketers design business rules for sinks and rewards, badges & prizes Designers create assets for trophies, virtual goods, widget skins, and notifications Marketers define desirable actions Developers instrument your site and embed widgets and other data. As Always Marketers talk about the offering, focus on long-term, social results THINK KINDNESS Audience Story Actions Mechanics Conversation Sink / Source Assets Design Service Design
  • 105. Incentivize customers to act kindly with one another. Define actions in the way as you would treat close family members WITH KINDNESS
  • 106. Thank you for kindly giving me the opportunity to reward your attention
  • 107. Game mechanics applied to Kindness Marketing Vincent Sider June 2010 econsultancy #FODM Twitter.com/vincentsider +447918887439 uk.linkedin.com/in/vincentsider
  • 108.
  • 109. BACKUP
  • 111. From Addiction to Apathy: The Five Stages of Foursquare Use
  • 112. From Addiction to Apathy: The Five Stages of Foursquare Use
  • 113.  

Notas do Editor

  1. .
  2. Shoulders of Giants
  3. A Brief Narrative History of Social Games Ancient games have been found in archaeological excavations.  Senet  was a game placed in Ancient Egypt in 3100 BC, and the earliest set of dice (which represents luck–likely stemming from early concepts of fate and divine favor–which emerged from soothsayers who forecast the future from the casting of bones) was found in a  Backgammon  set. At the same time as these early boardgames were being created, people were playing sports; it seems likely that sports have an origin deep within prehistory, but one of the earliest recorded sports was Polo–which, like Backgammon–has its origins in ancient Persia. Polo was originally designed as a way to develop military skills. Somewhat later, early ballgames like  Episkyros  (in Greece) and then Harpastum  (Rome) were played, which later gave rise to Medieval sports such as  Shrovetide Football , a forerunner to most contemporary football sports. Chess  may have been originally thought of as an abstraction of military conflict, used to teach military strategy to generals. Over the years, it grew in popularity, and during the Enlightenment was thought of as a way to train the mind. Benjamin Franklin wrote a famous essay called the  Morals of Chess , which he believed taught caution, circumspection and foresight. Similarly, other games had begun to emerge that were designed to teach moral values, including  Leela , a game from 16th century India which was the model for the modern game Chutes and Ladders. Also during the late middle ages, one finds a profusion of card-games, starting with  Tarot Cards , originally intended for use in games (although they later became associated with fortune telling). Games of chance, like luck, seem to be perennially associated with the occult. 1974 was perhaps the most important year in modern game history; this is when  Dungeons and Dragons  came to market. It integrated the ideas of abstracting tactical combat along with storytelling and a unique social aspect in which individual players used their imagination and creativity to contribute to the ongoing game. From D&D, you can trace a history through early mainframe computer games, to  MUDs  (multiuser dungeons) to MMORPGs  such as  World of Warcraft . Meanwhile, many people were looking to engage in  asynchronous  games that wouldn’t require groups to gather at set points in time, giving rise to  play-by-mail  games. The earliest implementations of online PBM games (aside from their manifestation as play-by-email games) were  BBS “Door” games . Trade Wars is probably one of the most famous; and I wrote a game in this market called Space Empire a long  time ago. A lot of these play-patterns are similar to what you’ll find in current Web-based and social-network games. Over this entire period of time, board games were also getting more sophisticated–spurred by the  Spiel des Jahres  competition in Germany, which popularized games like  The Settlers of Catan . Games that originally emerged in the hobby gaming market (such as  Magic: the Gathering ) laid the groundwork for virtual economies by showing that elements of games could be collected, traded and derive value from the intersection of their scarcity and utility. Most early MMORPGs built business models around subscription rather than virtual goods–which caused secondary markets to emerge for trading in items. Today, many games in the Free-to-Play (F2P) market  have turned this on its head, by making virtual goods the way the game publisher monetizes; because this has become such a good way to attract players and monetize attention, this has become “the” business model of current social network games. Likewise, virtual reward systems and metagames such as the  Xbox Live Achievement system prefigured the underlying mechanic of Foursquare and Music Pets. The current social network game market is the confluence of several big trends: social gameplay, along with asynchronous play patterns and a virtual-goods business model that has been shaped by market forces. We’re only at the beginning of seeing how far we can take the genre. It’s my belief that the next wave of games will draw upon many of the elements we’ve seen work in the past: great storytelling, challenging decision-making and a sense of tribal belongingness that surrounds popular games.