Social Games Design Workshop
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Workshop: Game Design for Social Networks @ MindTrek, Oct 2nd, 2009 Aki Järvinen, PhD mygamestudies.com / IT University of Copenhagen
Aki’s Background Resume at Prezi.com
The focus: 50 million active monthly users
Concept design process for the day
Idea production: Quantity breeds quality
From Idea evaluation to Concept design & iteration
Design template to structure your concept design task
Takeaway: High level documentation to communicate your idea
Concept presentation: Articulating your design & reflecting on your decisions
• 10.00: Introduction to workshop and participants
Programme
• 10.15 Lecture: The Design and Business of Networked Play
• 11.00 break • 11.15 Exercise: Brainstorming social network game mechanics
• 11.45 Exercise debrief & Introduction to design templates
• 12.00 Lunch Break
Programme
• • • • • • •
12.30 Introduction: Design Drivers & Patterns for Social Games 13.00 Exercise: Social Game Design 13.30 Exercise: Designing the Service Aspect 14.00 Coffee break 14.30 Iterating the Game Concept & Preparing game concept presentations 15.00 Concept presentations & Evaluations 15.45 Workshop debrief & closing
Concept design process for the day
Let’s get it done
http://www.flickr.com/photos/lizhenry/3489717185/
The Design and Business of Networked Play
Focus of the day
• Not: the ‘games people play’ in social networks
• Yes: Game applications for social networks
• In particular: Facebook
Business of ‘social games’
• Zynga, the market leader in social game development, aims at 1 million $ revenue per day
• Reportedly they are half way there
Success factors
• For a social game, he said
success is driven by by virality, engagement, and monetization. “Each of these variables you can effect over time. None of them are fixed [variables].” - PlayFish COO
Top Applications 2009-09-30
http://www.appdata.com
Top Games Applications 2009-09-30
http://www.appdata.com
Top Game Application Developers 2009-09-30
http://www.appdata.com
Social Networks
There are also other big fish in the sea
Zynga’s recipe for success
• A company’s success on
Facebook revolves around three factors:
• ability to maximize viral
channels (to drive new users),
• the ability to create an
effective internal engagement loop within an application, and
• access to an open
communication channel with Facebook’s platform people.
Networked Play Motivations, Qualities, Design
What is ‘Game Design’, anyway?
• ‘game design’ is ‘the process of designing the content and rules of a game.
• also used to describe both the game design embodied in an actual game as well as documentation that describes such a design.
• This is indeed what the
workshop is about, but...
Social Game Design goes beyond game design as we know it
• Into the realm of Interaction design:
• ‘Interaction design is the art of facilitating interactions between humans through products and services.’ (Dan Saffer)
• And, furthermore...
Social Game Design goes beyond game design as we know it
• Into the realm of Service Design:
• ‘A service is a chain of activities that form a process and have value for the end user.’
• service design focuses on
context, i.e. ‘the entire system of use’.
Motivations for social media use (Benkler)
• Social connectedness, • Psychological well-being, • Gratification, • Material gain • All these can be facilitated
through designing play, and games
Four motivations for contributing in online communities
• Peter Kollock (1999) has
defined four motivations for contributing in online communities:
• Reciprocity, • Reputation, • Increased sense of efficacy, and • Attachment to and need of a group.
Designing opportunities for players to express their motives
• = designing social game
mechanics as means of interaction that allow players to express their motives
Playful qualities of network use (adapted from Rao)
• Inherent Sociability • Spontaneity • Symbolic Physicality • Narrativity • Asynchronicity
Inherent sociability
Spontaneity
Symbolic Physicality
Narrativity
Asynchronicity
Social Game Design Framework
Designing Networked, Social Play: Beyond game design
Design: Breakdown
Design: Breakdown
Design: Breakdown
Design: Breakdown
Design: Breakdown
Design: Breakdown
Designing Social Game Concepts Getting it done
Exercise #1
Add description of your game mechanic here
Design: Breakdown
Identifying motivations-> designing mechanics in a way that allows them to become ways for players to express and enact their motivations
VNA gives you starting points for designing your mechanics
http://gamelab.uta.fi/gamespacetool/
Social game mechanics: Designing interaction loops where players use verbs towards goals, and the network responds
Exercise #1
Add description of your game mechanic here
Exercise #2 Designing for the network, for the casual mindset, and how it is virally engaged into play – even how do you copywrite your notifications might matter substantially
Design: Breakdown
Design: Breakdown
Design: Breakdown
1-click accessibility to support spontaneity
Rescue Princess Press the bu*on to rescue the princess.
Daniel Cook http://www.lostgarden.com
Compressing complex sequences of events into 1 click
Daniel Cook http://www.lostgarden.com
Social Game Design Patterns Pattern: Feed propagation
Social Game Design Patterns Feed propagation, case example from FarmVille
Appealing to players’ empathy
Feed propagation supports discussion
Social Game Design Patterns Pattern: Chain letter quests
Service / Propagation Design Patterns Pattern: Notifications
Service / Propagation Design Patterns: Anti-Pattern: Request Flood
LinkedIn: The Quest
Design: Breakdown
Exercise #1 debrief
• Activity is more important than actual result
• We aim at Quality through quantity
Social Game Design Framework
Exercise #3 Social networks shift playtesting towards metric-driven feature optimization and constant deployment loop
Design: Breakdown
Design: Breakdown
Day’s process & results
Feedback & Contact
• Aki Järvinen, Ph.D. • +358 40 504 1367 • [email protected] • Twitter: @aquito • www.mygamestudies.com • games4networks.posterous.com
Aki’s Background Resume at Prezi.com
The focus: 50 million active monthly users
Concept design process for the day
Idea production: Quantity breeds quality
From Idea evaluation to Concept design & iteration
Design template to structure your concept design task
Takeaway: High level documentation to communicate your idea
Concept presentation: Articulating your design & reflecting on your decisions
• 10.00: Introduction to workshop and participants
Programme
• 10.15 Lecture: The Design and Business of Networked Play
• 11.00 break • 11.15 Exercise: Brainstorming social network game mechanics
• 11.45 Exercise debrief & Introduction to design templates
• 12.00 Lunch Break
Programme
• • • • • • •
12.30 Introduction: Design Drivers & Patterns for Social Games 13.00 Exercise: Social Game Design 13.30 Exercise: Designing the Service Aspect 14.00 Coffee break 14.30 Iterating the Game Concept & Preparing game concept presentations 15.00 Concept presentations & Evaluations 15.45 Workshop debrief & closing
Concept design process for the day
Let’s get it done
http://www.flickr.com/photos/lizhenry/3489717185/
The Design and Business of Networked Play
Focus of the day
• Not: the ‘games people play’ in social networks
• Yes: Game applications for social networks
• In particular: Facebook
Business of ‘social games’
• Zynga, the market leader in social game development, aims at 1 million $ revenue per day
• Reportedly they are half way there
Success factors
• For a social game, he said
success is driven by by virality, engagement, and monetization. “Each of these variables you can effect over time. None of them are fixed [variables].” - PlayFish COO
Top Applications 2009-09-30
http://www.appdata.com
Top Games Applications 2009-09-30
http://www.appdata.com
Top Game Application Developers 2009-09-30
http://www.appdata.com
Social Networks
There are also other big fish in the sea
Zynga’s recipe for success
• A company’s success on
Facebook revolves around three factors:
• ability to maximize viral
channels (to drive new users),
• the ability to create an
effective internal engagement loop within an application, and
• access to an open
communication channel with Facebook’s platform people.
Networked Play Motivations, Qualities, Design
What is ‘Game Design’, anyway?
• ‘game design’ is ‘the process of designing the content and rules of a game.
• also used to describe both the game design embodied in an actual game as well as documentation that describes such a design.
• This is indeed what the
workshop is about, but...
Social Game Design goes beyond game design as we know it
• Into the realm of Interaction design:
• ‘Interaction design is the art of facilitating interactions between humans through products and services.’ (Dan Saffer)
• And, furthermore...
Social Game Design goes beyond game design as we know it
• Into the realm of Service Design:
• ‘A service is a chain of activities that form a process and have value for the end user.’
• service design focuses on
context, i.e. ‘the entire system of use’.
Motivations for social media use (Benkler)
• Social connectedness, • Psychological well-being, • Gratification, • Material gain • All these can be facilitated
through designing play, and games
Four motivations for contributing in online communities
• Peter Kollock (1999) has
defined four motivations for contributing in online communities:
• Reciprocity, • Reputation, • Increased sense of efficacy, and • Attachment to and need of a group.
Designing opportunities for players to express their motives
• = designing social game
mechanics as means of interaction that allow players to express their motives
Playful qualities of network use (adapted from Rao)
• Inherent Sociability • Spontaneity • Symbolic Physicality • Narrativity • Asynchronicity
Inherent sociability
Spontaneity
Symbolic Physicality
Narrativity
Asynchronicity
Social Game Design Framework
Designing Networked, Social Play: Beyond game design
Design: Breakdown
Design: Breakdown
Design: Breakdown
Design: Breakdown
Design: Breakdown
Design: Breakdown
Designing Social Game Concepts Getting it done
Exercise #1
Add description of your game mechanic here
Design: Breakdown
Identifying motivations-> designing mechanics in a way that allows them to become ways for players to express and enact their motivations
VNA gives you starting points for designing your mechanics
http://gamelab.uta.fi/gamespacetool/
Social game mechanics: Designing interaction loops where players use verbs towards goals, and the network responds
Exercise #1
Add description of your game mechanic here
Exercise #2 Designing for the network, for the casual mindset, and how it is virally engaged into play – even how do you copywrite your notifications might matter substantially
Design: Breakdown
Design: Breakdown
Design: Breakdown
1-click accessibility to support spontaneity
Rescue Princess Press the bu*on to rescue the princess.
Daniel Cook http://www.lostgarden.com
Compressing complex sequences of events into 1 click
Daniel Cook http://www.lostgarden.com
Social Game Design Patterns Pattern: Feed propagation
Social Game Design Patterns Feed propagation, case example from FarmVille
Appealing to players’ empathy
Feed propagation supports discussion
Social Game Design Patterns Pattern: Chain letter quests
Service / Propagation Design Patterns Pattern: Notifications
Service / Propagation Design Patterns: Anti-Pattern: Request Flood
LinkedIn: The Quest
Design: Breakdown
Exercise #1 debrief
• Activity is more important than actual result
• We aim at Quality through quantity
Social Game Design Framework
Exercise #3 Social networks shift playtesting towards metric-driven feature optimization and constant deployment loop
Design: Breakdown
Design: Breakdown
Day’s process & results
Feedback & Contact
• Aki Järvinen, Ph.D. • +358 40 504 1367 • [email protected] • Twitter: @aquito • www.mygamestudies.com • games4networks.posterous.com
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