How to make your interaction more game-making? -"Game Changes the World" book

Author &http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp;@ Hu Yu Nine _alan

Whether it's socialization, visualization, development, and gaming, the trends that have been brought up recently are all meant to bring a better user experience. The author of this book belongs to the field of game development, but the content of the book is not limited to the narrow sense of the game, that is, computer games and home machine games (video Game), but applies to the broad sense of the game, that is, all of life in line with the basic characteristics of the game,

The 4 major features of

games

The book concludes that the game has 4 major features: 1, Target 2, rules, 3, feedback mechanism, 4, voluntary participation. The following combination of recent domestic and foreign cases to understand the interactive activities of the game elements.

#1 Target

A goal (goal) that provides a purpose (sense of purpose) to keep players tuned for participation.

such as the recent Norwegian IKEA move activities (please click here), IKEA recruit volunteers to help move, which moving is the goal. In another case, Virgin Airlines launched a "Make the Guard Laugh" event in the United States (please click here), with the goal of making participants laugh at the mock Buckingham Guard in a minute.

A goal that not only makes the viewer interested, but is also recognized by the participants, is a prerequisite for an interactive activity.

#2规则

Rules are the obstacles that players play in achieving the goal. The Virgin aviation activities mentioned above are the rules for laughing at the guards in any way in a minute.

Contrex weight-loss mineral water in the offline activities (please click here), the participant's goal is to rescue the "fire" in the half-naked handsome, and the rule is to constantly trample the link pipe step machine.

The rule creates the challenge, and the completion of the challenge can bring one of the most important emotions in the game-the sense of accomplishment.

#3反馈机制

Feedback mechanism (feedback system) that tells the player how far away the reality is.

A simple win in the feedback case: The Greek Nestle new filling coffee Facebook cover launch ceremony (please click here), users just click on Facebook once "like", the homepage will disappear a coffee beans, this is a real-time feedback process. Allow the participants to motivate themselves, while also synchronizing with others, giving participants a sense of how your actions work (matters).

To cite a counter example, BMW China's X1 series Interactive website (please click here) the activity mechanism is similar to the Greek Nestle activity above, but the biggest difference is the feedback mechanism, the participation user can click "Paving", but after participating the interactive page does not have any change, Players don't know what they're doing in this game. However, the interactive page of the participants to develop a personal cartoon image is good.

Rules form an obstacle to achieving goals, and feedback measurements provide the impetus to overcome them. The positive feedback experience reinforces our sense of control over results. For games, feedback is viscosity.

#4自愿参与

Voluntary participation (voluntary participation) requires the player to understand and accept the top three-goals, rules, and feedback.

In a literal sense, volunteering is one of the biggest headaches of all interactive planning, especially in the area of promoting introverted China. But the 4th emphasis is on spiritual voluntary participation, not on the physical, as long as you are psychologically identified with the first three points of the game: Goals, rules, and feedback mechanisms. So how do you get these "involuntary" ta involved in your interactions?

The offline activity launched by Adidas's Climacools series of running Shoes (please click here) to "kidnap" the test-makers in the store to complete a series of tasks. This is an example of "involuntary" TA involvement.

Beer brands often manage this skillfully, Carlsberg's interactive activities in a movie theater (please click here), look into the studio but found inside filled with the body Thorn Dragon Thorn Phoenix of The big man, the whole hall is left in the middle of two seats, you will turn around, or fearless to take a seat to enjoy a movie of their own?

Heineken delayed the bar TV screen for 2 minutes in the European Cup final, giving the audience a prank (please click here). In the course of the game, the official "spies" through the microphone or other means to get two minutes ahead of the game, and then they vowed to "predict", unexpectedly so "accurate", so that the other people present are shocked.

Similar cases more to the form of surprise contact consumers, but also known as surprise marketing, "surprised" because of their original "involuntary" joy is their psychological goal of the game, rules and feedback mechanisms are recognized and accepted. Whether an activity is recognized by the audience is based on the perception of the consumer's feelings, and the essence is the content output of the brand, the value to the consumer.

At the same time, the above 4 points, you can let offline interaction online with the spread of the virus opportunities. Coca-Cola 0-degree "Unlock the 007 in" Offline activities (please click here) is a standard "game", it has a goal: to reach another Coca-Cola vending machine; rule: In 70 seconds, through this barrier, sing 007 theme songs; feedback mechanism: cue cards and music along the way, And the last 007 movie tickets; voluntary participation: The purchase of Coca-Cola before the vending machine and the entry of his name on the interactive touchscreen will accept the task (which has the "consistent" use of the "influence" 6 rule).

And why is it important to play a successful game offline because the level of interactive gaming affects the spread of the line.

In a large study involving more than 1000 players, the player picks out 10 emotions when playing games, one of the less-known emotions-"naches" (naches), an indirect pride, and we are proud of the success of others. When we see a game video, it will inspire our "naches" emotion. And when a brand content to consumers have a high positive emotion, the analysis of its value.

It also accords with the law of power distribution in the consumer participation that the activity of the offline high participation is only promoted as video online.

#游戏4大内在激励

The above mentioned the game to the player's motives and emotions, the following combination of the book summary of the player 4 goals to discuss the game of insight.

The intrinsic rewards that the author brings to the game are divided into 4 categories: 1, satisfactory work, 2, experience success, 3, social, 4, participate in the magnificent cause. A satisfying job is to immerse yourself in a rigorous task that has a clear definition and can see the results of a direct effort. Goals and feedback in game design provide this intrinsic reward. Experience success means that we want to be optimistic about our chances of success, and that we are getting better over time. Both rules and feedback play a role in providing this intrinsic reward. Social networking, people are extreme social creatures, we want to share experiences, build bonds, and work together to accomplish things that everyone values. The rules and participatory approach are affecting this intrinsic reward. To participate in the magnificent cause, we hope to be able to invest in beyond the personal life, can produce lasting beyond personal life, can have lasting impact of things, and contribute to it. To do this, it takes 4 features to play together.

Visualize the relationship between the two and make it easier for you to understand.

wrote in the last words

The 4 major features of the game and the player's 4 goals are actually just the first half of the book, the latter part is inclined to the "narrow" game analysis and design, and the Future "game 3.0" era of how to use the game to achieve its social responsibility, limited to the space and the needs of your reader, is not detailed.

Finally, a quote from a book that you have chosen to share with the social believers: "As for the future, your task is not to look at it, but to promote it." "--Anthony De Saint-Ecoupery (Antoine de Saint exupery)

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Game changes the world: how to make the reality better

Content Introduction: All the players in World of Warcraft spend more than 5.93 million years on the total, the length of time since the first time the human ancestors stood up; American youth before the age of 21, the average time spent playing games is more than 10,000 hours, 10,000 hours is enough to make them experts; through games, We help others to improve their lives and even solve the energy crisis.

Games, unprecedented occupy and change in our lives, it is how to hit the core of human happiness, to provide the real world of the lack of rewards, challenges and grand victory? "Game Change World," the author of the TED conference, the new sharp speaker Jane McGonigal for us to uncover the truth, the game can make up for the shortcomings of the real world and shortcomings, gaming can make the reality better, and a lot of practice to tell us how to control the power of the game, solve real problems, and

"Game Change World" points out: gaming is an important trend in the era of interconnection. Gaming will achieve four goals: more satisfying work, more assured success, stronger social ties and greater significance. If people continue to ignore the game, they will miss the opportunity to lose the future. And if we can use the power of the game, we can make life become as exciting as the game!

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This article is from the author @ Hu Yu nine _alan original
This article link: http://www.socialbeta.cn/articles/how-to-get-gamificated-2012.html