“Talk about experiences, not features. Technology is there to enable an experience, and as long as it doesn’t get in the way, most consumers would rather not worry about it.”
Archive for game design
“Simple ideas are easier to understand. Ideas that are easier to understand are repeated. Ideas that are repeated change the world. “
“Cooperation is our species’ signature adaptation”
Headline quote from a Fast Company article inspired by Harvard biologist E.O. Wilson’s book The Social Conquest of Earth.
A more approachable, social and less intense version of a guild.
“I don’t think it’s as much that you invent the next ‘what’s after guilds?’, but I think it’s more how do you take something like guilds and make that something that isn’t called guilds, that’s more like a tea party that your mom can get into.”
One of the unexpected consequences of social gaming has been a softening of the gamer’s expectations of tutorials, structure and rewards.
“Part of the opportunity for all of us over the next five years is how do we package those up in a way that can fit in this form factor [Pincus points to smartphone] of a very small screen, small attention span, and someone who’s not going to read instructions, not going to do tutorials, and it’s got to have a very, very light, soft on-ramp but have a lot of depth of where that experience can go. I think the opportunity is to continue to innovate – it’s a new kind of innovation.”
Think about the fantasy that a game is fulfilling for the play, this establishes a baseline set of expectations. Then think about the ways that the game delivers, manages or challenges a player’s psychological reaction to the game’s experience.
Q: What’ something you’ve learned about game development that has remained true over the years?
Sid Meier: Gaming is a psychological experience. I base my games on things like railroads, pirates, and history, and I try to make the games I design true and real. The more historical, the more realistic, and the more factual, the better. During the early days of my career, I hadn’t taken into account what was in the player’s head. By acknowledging that simple concept-that gameplay is a psychological experience-it can make your games better.
Aligning a player’s gaming journey of success and how this is represented to a social audience – an important consideration for western design applicable to emerging markets.
“WHAT THE MIDDLE CLASS WANTS
Broadly speaking, the Chinese middle classes believe that with the right competitive tools, they will find an opportunity to transform their lives, in contrast to a blue-collar laborer, who sees his social and economic status as more or less fixed. It’s the difference between basic needs of survival and physical safety and a need to satisfy social status requirements. The middle class engages with society to get recognition for financial success. It’s important to note, though, that this is not about arrival, it’s about being on the right journey…
“A brand’s success is rooted in an appreciation of people’s fundamental motivations—and in China this means that a premium-priced product must be a tool for social advancement.
“THE JOURNEY OF SUCCESS;
Acceptance. Young college graduates are unproven, in search of acceptance. They need acknowledgment of their potential, not admiration for their achievement.
Recognition. Once strivers are in mid-career, they must be recognized for both their past achievements and their capacity for further advancement.
Admiration and iconization. Toward the top of the hierarchy, the laoban, or boss, requires unanimous respect and deference.
The Ultimatum Game: 2 players – 1 proposes a split or deal, if the 2nd player accepts it then the deal goes through, if the 2nd refuses the deal is off and both parties gain nothing.
“The Ultimatum Game has been pointed to as a way of showing that humans are economically irrational. Why do people reject an offer of 25% of the total pot? If the pot is $100 then they are choosing between getting $25 or nothing at all. So why do they choose nothing at all?
The answer seems to be that people generally find offers below 30% to be insulting. It’s insulting that the other person should suggest such a derisory sum, even when it’s free money. So they prefer to have nothing and punish the other person’s greed. And remember the other person is losing $75 in this case whereas I’m only losing $25.”
“"Cutting off the nose to spite the face" is an expression used to describe a needlessly self-destructive over-reaction to a problem: "Don’t cut off your nose to spite your face" is a warning against acting out of pique, or against pursuing revenge in a way that would damage oneself more than the object of one’s anger.”
In isolation this mechanic is of limited play value. If there is an opportunity to build up a picture of a player’s personality, then the Ultimatum Game could be more interesting. E.g. in games of ongoing negotiation and diplomacy.
A simple escalating risk and reward mechanic designed to draw you in, challenge you to know when to stop or lose all in a final ‘step too far’.
A game feature, carefully designed to bring the player back to the game on a regular or agreed cadence over and over.
“Where TV and video games diverge dramatically is in the way they work as a medium. TV has three core features – it’s scheduled, it’s broadcast and it’s passive. Video games do none of these things.”
Appointment mechanics bring an element of schedule to social games, which in turn creates greater engagement. This parallel’s some of the benefits of TV’s more rigid schedule. DVR’s and on demand delivery start to erode TV’s fixed schedule, and perhaps reduce the benefits of simultaneous revelation and social opportunities.
“In much the same way, we can tweet about TV and everyone else who is watching the same thing at the same time can GET INVOLVED IN THE CONVERSATION. This is social proof, and social proof on a grand scale. This, again, is behavioral economics.”
“Usefulness is best achieved by thinking about everything as user experience. If you start with “useful” as a first principle, then you automatically place customer need and experience first. And you’re less inclined to get lost in your own jargon, product-development silos, or legacy.Usefulness is best achieved by thinking about everything as user experience. If you start with “useful” as a first principle, then you automatically place customer need and experience first. And you’re less inclined to get lost in your own jargon, product-development silos, or legacy.
“Being useful doesn’t always mean asking the focus group. It’s fair to say that customers don’t always know what they want. Customers now play an increasingly equal, participatory, and critical role in brand and business. But co-creation should not be accepted as a default solution to every challenge. Even when consumers do know what they want, empowering them to create it might not result in the most impressive solution. Observing consumers is usually a more effective way of discovering unmet or poorly met needs, and can reveal hacked solutions that suggest real opportunities of how to be useful in the world.”
Be careful to avoid the ‘faster horse’ answer.
Think how you can be useful in areas that are not necessarily in your core but still drive customers to your business.
- Look for ways that customers are navigating around obstacles and build a business out of that.
- Consider how you can connect your customers directly to one another. And have them create mutual value.
“We’re looking for people who can say, ‘I have a product idea, I can think through a need, I can think through a customer base, build something, ship it, and then iterate based on how it’s being used.’”
- A product idea
- An understanding of the need it fills
- Targeted for a customer
- Ability to build it
- Leadership to deliver
- Perspective to know when to stop, and finish it
- Collect and understand feedback
- Iterate and respond that feedback
Designing for Facebook, Cox said, gets at “the science of things you can’t reason about, that you just feel.” He added: “That’s why, when we’re trying to accomplish something that’s pretty new, it’s important to be iterating in that [design] mindset.”
“The English poet Samuel Taylor Coleridge once wrote that if authors could infuse their stories with enough "semblance of truth," readers would suspend their disbelief of the clearly fabricated tale.”
and advice on using suspension of disbelief in convincing others in business and life;
“In order to inspire others and convince them to suspend their disbelief, you must celebrate, through language, the idea above yourself. Treat the idea as if it were a character you were embodying on the stage. Compelling others is "a function of your capacity to imagine and to subsume one’s own ego in favor of whatever character or idea it is that you’re trying to portray," says Wright. "The idea becomes larger and more powerful than you and there is then hopefully some type of levitation that happens and the story touches people."
"In the old days, again, we were talking about the golden hour – you had to catch the player in the golden hour to get them to love it enough and tell their friends and whatever. These days it’s more like the golden 15 seconds," he commented. "You can actually watch the little waterfall graph of the longer the bar goes for loading, the more people you lose forever for first time players.”
Understand and empathize with consumers of your product to stimulate innovation.
“Internalizing the values of your users makes innovation easier, but getting there is hard …the goal is not to ask them what we should design, but to gain insight, absorb it, and translate it into a language our clients understand. Without that insight, any attempt at innovation is no better than a wild guess.”
Comedian Jack Benny: ‘When you are speaking, timing is not so much knowing when to speak, but knowing when to pause’
Seven types of pause:
- Phrasing: taken whenever a punctuation mark is used.
- Breathing: to enable breath to be renewed.
- Rhythmic: associated with the rhythm of speech
- Underlining: used after a word or phrase to let its importance sink in.
- Emotional: used during emotional passages to enhance the effect.
- Confident: used at the beginning of a speech to emphasise the speaker’s authority and confidence. (and create anticipation)
- Emphatic: used before a word or phrase to make it stand out. (or tease)
- Know Your Audience, Then Ignore Their Advice
- Data Does Not Replace Insight
- Keep It Fresh
- Develop Your Own Point of View
- Create a Story Around the Material
- Even Friendly Audiences Need to Be Won Over
- Don’t Expect Everyone to Get It
- You Can’t Test Your Way to a Decision
Get out there and observe and talk to your audience.
“In our socially-mediated world, marketers must place greater emphasis on understanding their audience as people rather than as consumers.
To build a social brand, marketers need to discover who these individuals really are. This requires research that can elicit stories about how people feel about their world, the subtext of which defines their identities.”
IDEO say it is human-centered;
“Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown, president and CEO