Posted in gaming

META-GAME DESIGN: REWARD SYSTEMS THAT DRIVE ENGAGEMENT: Amy Jo Kim (Shufflebrain)

preso on slide share
applying game design techniques to the world outside of games (and games to)
layering rewards systems onto existing activity
– loyalty programs
– collections
– behavior charts
– ranking systems (karate)
– badges (scouting)
– freq flyer programs
– arcades/chuck e cheese
– text rpg
– contest/raffle
– tournaments
how to design
– bottom up (add badges, leaderboards, etc)
– top down
– think about experience and craft mechanics from it
Framework:
Points – or some metric to track
Feedback & Rewards – chosen to drive experience
Viral Outreach – growing game thru players
Think of as an Engagement Loop
1. Assign points to actions
  • Which re-actions earn points?
  • Types of points –
    • XP – earned thru actions
    • Skill – earned thru system interaction
    • Influence – earned from other people
      • Stack Overflow’s repuation system
  • Spend points, not XP
2. Add Feedback & Rewards
  • Levels are good for establishing a rythm over time
  • Not always the best idea to show leaderboards to newbs, maybe only show to top players
  • Think about how leaderboards help with your game’s story and don’t be afraid to take them down if they aren’t working
  • Missions and achievements help more casual players
  • Think about achievement fatigue as well, will adding more actually help
  • Make sure you have a spectrum of achievements  – newbs, middle and power players
3. Viral Outreach
Cooperation/Sharing
Self Expression
Achievements come early and often – use these to teach newbs about the game
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Author:

I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

4 thoughts on “META-GAME DESIGN: REWARD SYSTEMS THAT DRIVE ENGAGEMENT: Amy Jo Kim (Shufflebrain)

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