MetaGame Design!Reward Systems that Drive Engagement!

Amy Jo Kim CEO, Shufflebrian!

What is a Metagame?

Using out-of-game info or resources !to affect in-game decisions!

Gaming definition!

Layering an rewards system onto an existing activity

Metagames are Everywhere

Collecting!Complete Collections Gain Status, Access, $$!

Behavior Chart!Collect Stickers Earn Privilege or Prize!

Karate!Develop Skill Earn Rank, Prestige, Powers

Scouting!Complete Tasks Earn Badges, Rank, Prestige, Powers

Frequent Flyer Programs!Spend Money Earn Points Redeem for Flights

Arcade!Spend Money Earn Points Redeem for Items

Text RPG!Complete Missions Earn Points Redeem for Items

Contest/Raffle Take Action MAYBE Win Item

Contest/Raffle Take Action Maybe Win Item

Tournament!Play Sport Enter Tournaments Earn Ranking/Trophies!

Leagues & Teams are part of this!

Tournament!Play Sport Enter Tournaments Earn Ranking/Trophies!

So how do you design a Metagame?

Metagame Design Framework

Viral Outreach

Feedback & Rewards

Points

Metagame Engagement Loop

Post updates, give gifts,

send taunts

Get feedback, earn rewards

Take actions, earn points

Act React Customize Create Earn Spend

Step 1: Assign points to actions

Viral Outreach

Feedback & Rewards

Points

Which ACTIONS earn points?

Which REACTIONS earn points?

3 Types of points

1)  Experience Points (XP) - earned directly via players’ actions - track & reward socially/economically useful player actions

2)  Skill Points (Score, Rank) - earned via interacting with the system - based on mastery of the activity or game

3)  Influence Points (Rating, Reputation) - earned via the actions of other players - proxy for quality/reputation/influence - track & reward socially valuable contributions & actions

Is your points system tracking skill, experience, or both?

Is your points system assigning ratings to people or objects?

Can you Spend your points?

Levels Leaderboards Roles Reputation Missions Challenges Achievements Collections

Step 2: Add Feedback & Rewards

Viral Outreach

Feedback & Rewards

Points

Levels are shorthand for participation and achievement

Leaderboards identify, motivate and reward your most devoted players

Social Leaderboards drive competition and enable missions

Leaderboards can cause problems - don’t be afraid to remove/hide/change

Missions tell players what to do next!

Mission-driven engagement loop

Post updates, give gifts,

send taunts

Get feedback, earn rewards

Accept Mission

Update Mission

List

Take actions, earn points

Reputation and Ratings track quality/skill + motivate contributions!

Achievements provide short-term goals + sense of progression!

Motivate newbies with easy-to-earn rewards!

Motivate power-users with scarce resources!

Motivate contributors with a rating system!

Updates Gifts Sharing Invites

Step 3: Grow through Viral Outreach

Viral Outreach

Points

Feedback & Rewards

What are the ‘social moments’ in your game?

Competition Bragging, Taunting, Challenging

Cooperation Sharing, Helping, Gifting

Self-Expression Check out my character/outfit/farm/page

Case Study: Farmville

XP + coins earned by completing tasks

Customize your character

purchase seeds

Plant & Harvest Crops

Help Neighbors

Design & Develop Your Farm

Buy exclusive items with $$$

Tutorial introduces pts, levels, rewards

Earn coins, level up, buy more stuff

Leaderboards facilitate social interactions

Achievements come early & often

Achievements displayed as collections

Achievements displayed as collections

Help your neighbors, then brag about it

Many opportunities for self-expression

Gifting pulls people into the game

Case Study: Stack Overflow Technical Q&A site w/crowd-sourced moderation

Ask/answer good questions to build Reputation!

Leaderboards for Reputation score!

Earn badges by performing basic site tasks!

Question: why no viral outreach?!

1.  Create a coherent experience that unfolds over time

5 Tips for Designing a Compelling Metagame!

1.  Create a coherent experience that unfolds over time

2.  Define a points system (XP, social pts, redeemable pts) that supports your purpose and audience

5 Tips for Designing a Compelling Metagame!

1.  Create a coherent experience that unfolds over time

2.  Define a points system (XP, social pts, redeemable pts) that supports your purpose and audience

3.  Introduce feedback and rewards that motivate newbies, enthusiasts, and contributors

5 Tips for Designing a Compelling Metagame!

1.  Create a coherent experience that unfolds over time

2.  Define a points system (XP, social pts, redeemable pts) that supports your purpose and audience

3.  Introduce feedback and rewards that motivate newbies, regulars, enthusiasts, and leaders

4.  Design rewards that players will be eager to share

5 Tips for Designing a Compelling Metagame!

1.  Create a coherent experience that unfolds over time

2.  Define a points system (XP, social pts, redeemable pts) that supports your purpose and audience

3.  Introduce feedback and rewards that motivate newbies, regulars, enthusiasts, and leaders

4.  Design rewards that players will be eager to share

5.  Use “game pacing” to grant rewards over time

5 Tips for Designing a Compelling Metagame!

amyjokim@gmail.com

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Thank you! !