NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

Play

“Play is the free space of movement within a more rigid structure.”

Katie Salen and Eric Zimmermanvia Aaron Dignan’s Game Frame

“...a stepping out of ‘real’ life into a temporary sphere of activity with a disposition all its own.”

Johan Huizingavia Aaron Dignan’s Game Frame

Facebook – Palo Alto, CA

understanding human motivation is essential to design behavioral games

Social Value Orientation (social psychology):

1. Altruistic: Desire to maximize the welfare of others2. Cooperative: Desire to maximize joint outcomes3. Individualistic: Desire to maximize own welfare4. Competitive: Desire to maximize own welfare relative to others5. Aggressive: Desire to maximize the welfare of the other

P2P Foundation

“If a reward --money, awards, praise, or winning a contest-- comes to be seen as the reason one is engaging in an activity, that activity will be viewed as less enjoyable in its own right.”

Alfred Kohnvia Aaron Dignan’s Game Frame

Extrinsic versus Intrinsic motivation(someone wants you to do it) (you want to do it)

positivesharing.com

What Enhances Intrinsic Motivation:1. Challenge: Being able to challenge yourself and accomplish new tasks2. Control: Having choice over what to do3. Cooperation: Being able to work with and help others4. Recognition: Getting meaningful, positive recognition for your work

P2P Foundation

PlayGames

photo by Solo

Applied Games“designed to help us engage and achieve in our real lives”

Aaron Dignan

via The Lounge Group

1. The activity can be learned2. The player can be measured3. The play can be rewarded real time

Daniel Cook(Spry Fox co-founder)

via Aaron Dignan’s Game Frame

Apply game design thinking when:

“Good behavioral games, then, should reveal something fundamental about the underlying activities they’re built around. Achieving this requires examining the structure of our own activities and experiences in more depth than ever before. This process of observation and inquiry is the precursor to design. Indeed, to reshape the world around us--our workplace, our schools, our homes--we must become behavioral game designers.”

Aaron Dignan

The Building Blocks of Behavioral Games

1. Targets: Benchmark, Bulls-eye, Quota2. Competition: Rivalry, Opponent, Adversary 3. Chance: Randomness, Fortune, Luck4. Time Pressure: Urgency, Countdown, Timer5. Scarcity: Limited, Collectible, Rare6. Puzzles: Mysteries, Patterns, Hints7. Novelty: Surprises, Changes, Curiosity8. Levels: Stages, Areas, Domains9. Social Pressure: Peer Pressure, Obligation, Conformity10. Teamwork: Collaboration, Cooperation, Co-Creation11. Currency: Economy, Marketplace, Exchange12. Renewal: Regeneration, Iteration, Boost13. Forced Decisions: Choice, Preference, Judgement14. Data: Information, Results, Indicators15. Progress: Steps, Meters, Percentages16. Points: Scores, Ratings, Grades17. Recognition: Achievements, Badges, Awards18. Sensation: Stimulation, Motion, Touch19. Status: Rank, Class, Reputation

Aaron Dignan

1. Targets: Benchmark, Bulls-eye, Quota2. Competition: Rivalry, Opponent, Adversary 3. Time Pressure: Urgency, Countdown, Timer4. Puzzles: Mysteries, Patterns, Hints5. Novelty: Surprises, Changes, Curiosity6. Levels: Stages, Areas, Domains7. Social Pressure: Peer Pressure, Obligation, Conformity8. Teamwork: Collaboration, Cooperation, Co-Creation9. Currency: Economy, Marketplace, Exchange10. Data: Information, Results, Indicators11. Recognition: Achievements, Badges, Awards12. Status: Rank, Class, Reputation

Aaron Dignan

These are 12 I encounter frequently at work

3 all-time favorites

Competition, Levels, Data, Recognition

Puzzles, Social Pressure, Competition, Levels, Data, Status

Time Pressure, Data, Targets, Novelty, Recognition

thank you@akaJuanSmith