The World is a Playground Building a game layer on top of the world‘s information

Paul Doleman

Chief Executive Officer, iCrossing UK

Paul.doleman@icrossing.co.uk

07718 585165

TWITTER: @pauldoleman

http://connect.icrossing.co.uk

Play, learn, and grow

Looking back, for a moment.

35

SOCIAL MEDIA IS FINISHED

Last decade socialised the web

35

This decade is all about the game layer

This sucks!

Game Dynamics DO influence actual

behaviour

A day in Doleman’s life…

Appointment Dynamic Farmville (can 70 million Americans be wrong) Smurfs – a personal tragedy Glow Caps

Influence and Status Dynamic Foursquare Mayor Modern Warfare genre School is a game (MIT research, MA schools)

Progression Dynamic Completeness of Profile Airline Miles World of Warcraft (6 hours per day, Paladins et al)

Communal Discovery Digg News – find the best stories - leader board McDonald's Monopoly Ballon Challenge, DARPA, MIT Pyramid

Countdown Mario Cart or Bejeweled Manchester City FC “City Square Beer” Pricedrop TV

1. Achievement 2. Appointment Dynamic

3. Avoidance 4. Behavioral Contrast

5. Behavioral Momentum 6. Blissful Productivity

7. Cascading Information Theory

8. Chain Schedules 9. Communal Discovery

10. Companion Gaming 11. Contingency

12. Countdown

13. Cross Situational Leader-boards

14. Disincentives 15. Endless Games

16. Envy 17. Epic Meaning 18. Extinction

19. Fixed Interval Reward Schedules

20. Fixed Ratio Reward Schedule

21. Free Lunch 22. Fun Once, Fun Always

23. Interval Reward Schedules

24. Lottery 25. Loyalty

26. Meta Game 27. Micro Leader-boards

28. Modifiers 29. Moral Hazard of Game Play

30. Ownership 31. Pride 32. Privacy

33. Progression Dynamic

34. Ratio Reward Schedules

35. Real-time v. Delayed Mechanics

36. Reinforcer 37. Response

38. Reward Schedules

39. Rolling Physical Goods

40. Shell Game 41. Social Fabric of Games

42. Status 43. Urgent Optimism

44. Variable Interval Reward Schedules

45. Variable Ratio Reward Schedule

46. Viral Game Mechanics

47. Virtual Items

Viral Game Mechanics Avoidance

Shell Game Countdown Behavioural Contrast

Progression Urgent Optimism Lottery Loyalty

Variable Interval Rewards Companion Gaming

Ration Reward Schedules Appointment

Re-enforcer Epic Meaning

Behavioural Momentum

Response Influence Blissful Producitivity

Free Lunch Chain Scehdule

Cascading Information Theory

Meta Game Extinction Collaboration

Launching a new service Travel money at the POS

The debate Awareness, sharing, gaming, microsites and social spaces.

The concept Learning through UX Extra pins

Wrap Up

http://johnbell.typepad.com/weblog/2011/09/how-game-dynamics-can-drive-social-behavior.html

http://socialtimes.com/game-dynamics-online-commerce_b78511

Paul Doleman

Chief Executive Officer, iCrossing UK

Paul.doleman@icrossing.co.uk

07718 585165

TWITTER: @pauldoleman

http://connect.icrossing.co.uk