Windchase

ETech2006: Putting the Fun in Functional: Applying Game Design to Mobile Services

午後1つ目のセッションは、Putting the Fun in Functional: Applying Game Design to Mobile Services に参加しました。

内容は、ゲームデザインの5つの重要なポイントに注目して、その視点からウェブ上のサービスを見ていくと、面白いサービスの作り方がわかるのではないかという話でした。スピーカーの Amy Jo Kim が行動神経学の専門家ということもあって、1つのポイントについて複数の具体例を挙げながら、ユーザの心の動きに注目して議論を進めていくので、非常に説得力があって面白かったです。

このセッションに出て、以前から感じていたことなんですが、ウェブのサービスはどんどんゲームに近づいているのかも知れないという疑問が、より確信に近くなりました。mixiのマイミク数や、はてなブックマークの被ブックマーク数を競い合う感覚といえばわかりやすいでしょうか。あの感覚は、RPGでレベルを競い合ったりとかする感覚と非常に近いものがあると思うわけです。

サービスを作る側の人間としては、そのような心の動きをどのようにしてユーザに感じてもらうのか。そこが、面白いサービスを作れるかどうかの大切なキーポイントなのだと思います。

セッションのメモを、以下に載せておきます。内容的には、ボードゲームのデザイナーとして有名なコスティキャンのゲーム論と近いので、見比べてみるとより理解が深まると思います。

(追記: 3/10) 講演資料がアップされました。

http://shufflebrain.com/etech06.htm

Putting the Fun in Functional:
  Applying Game Design to Mobile Services

Amy Jo Kim

2006/03/07 13:45-14:30

What is a game?

   A1. Formal Definition
     a System in which players engage in an artificial
     conflict, defined by rules, that results in
     a qualificable outcome

   A2. Informal Definition
     a structured experience with rules & goals that's fun

5 Game Mechanics

1. Collecting

   Show me your stuff!
   MySpace friends
   Impressive collection = bragging rights
     Collectible cards
     TagWorld fans
   The power of collecting a set
     Baseball cards
     Habbo coins
   Gotta catch 'em all
     pokemon

2. Points

   Earning points is a simple way to keep score
   What can you DO with your points?
     And what can your points DO for you?
   Redeemable points: earn while you shop
     S&H green stamps
     Drugstore.com dollars
   Redeemable points drive loyalty
     SouthWest airlines points
     PrizePlay points
   Can earning points be a social exprerience?
     Fastr - a Flickr game
   Social points are given by other players
     Rating in acrophobia
   Social points express the value of the game
     Rating profiles in MySpace
     Rating profiles in Hotties
   eBay: social points for online transactions
     Feedback score, positive feedback
   Amazon: social points for book reviews
   Flickr: social points for "interestingness"
     Points are calculated via aggregate behavior
   Learderboards tap into our innate competitive drive
     Leaderboards in tagworld
   Leaderboards express a game's value
     XBox live halo
     TextAmerica
   Leaderboards drive player behavior
     YouTube video ratings
     MySpace attractiveness ratings

   Some systems once had leaderboards...
   ...but removed them. WHY????
   HINT: Leaderboards encourage people to game the system...

   Levels are shorhand for accumulated points
     Levelling up in Bejeweled
     eBay's star system
   Levels puctuate the game exprerience
     Reaching level 60 in WOW
     Attaining a new karate belt
   Levels unlock new powers & access
     Levelling up in WOW
     Levelling up as an ebay powersellers

3. Feedback

   Feedback draws attention through movement & change
     Feedback in Bejeweled
     Feedback in MySpace mobile
   Feedback accelerates mastery
     karaoke revolution - how good is your singing?
     brain training - how old is your brain?
     -- motivating
   Feedback makes an experience more fun & compelling
     just more fan, give you more feedback
   Feedback makes mundane tasks more fun
     cooking mama for nintendo ds - teaches you how to cook
   BIMative: feedback on your physical activity
     GPS tracks where your going, training activities

4. Exchanges

   Exchanges are structured social interactions
     basic, primal form of social engagement
   Social Exchanges can be explicit
   ... or implicit (i.e. Emergent)
     eBay Feedback has evolved into a tit-for-tat social game
   Trading is an *explicit* Social Exchange
     Trading in WOW
     Trading in MogiMogi
   "gifting" is a *implicit* Social Exchange
     NetMarble
     HabboHotel
     Helios
   MySpace has both *explicit & implicit* Exchanges
     "Add Firend" is *explicit*
     Comments are *implicit*

5. Customization

   Customization inceases investment...
     Choose your facorite MetroGirl
     Customize your eBay interface
   ...and creates barriers to exit
     My customized pages in Google
   Automatic Customization is fun and engaging
     Amazon Home Page
     Flickr Home Page
   Character Customization is especially powerful
     Female Character in WOW
     Female Profiles in MySpace
   Brain Training tracks your progress over time
     Program remembers when you last logged in
     "Brain Age" decreases as you play more over time


   Let's look at one successful social network
     through the lens of game mechanics
   
   How is MySpace like a game
     1..5

   Looking Ahead
     expect to see more serious applications that feel
       like games
     ...and more games that teach real-world