A quick thought: DoubleClick and Google...if you map Google's search records (and yes, they know the hard dollar value of any word in our language, a mind-smacking headscratcher itself) to DoubleClick's cookie tagging and URL-string visibility....brrrrrrrrr its getting chilly. I know what you look for. I know where you go. I know what you click....and I'm standing behind you.
Just found out about this presentation that basically says game mechanics are great guiding principles to use in Interactive design. Since I am a huge gaming geek, this was an enormous relief to me - all those hours with 2-liter bottles of Coke sprawled on the couch = crazy delicious.
This is good stuff.
I've greatly condensed the eTech notes from Putting the Fun in Functional. Applying Games Mechanics To Functional Software, presented by Amy Jo Kim, Creative Director of Shuffle Brain. (originally from the we make money not art archives):
"...How can we use game mechanics to create compelling services and applications, even if those are not games[?]...by finding inspiration in 5 game mechanics.
1. Collecting: amassing and showing your stuff. Examples include World of Warcraft inventory and MySpace friends.
2. Earning points: keeps interest alive. On fastr, you can see everyone else’s points, and social points are given by other players. Ratings on You Tube can be regarded as social points as well. Once you have points you can get LeaderBoards...e.g., You Tube video rating. MySpace attractiveness ratings. The problem is that LeaderBoards encourage people to game the system. They can be very interesting but you have to be sure that they really reinforce what you want/need to be reinforced. Once you have points, you can also have levels...e.g., eBay power seller.
3. Feedback: "Bejewelled" shows points very clearly, screen explodes, etc. there are numerous aspects to give a constant feedback => feedbacks in MySpace mobile. Feedback accelerate mastery...e.g., Karaoke Revolution: How good is your singing? The game teaches you how to sing. If you do it well, your character starts to glow, if you don’t you get booed off the stage. Feedback makes an experience more fun and compelling. Google Map feels more fun to use because it provides its users with constant feedback. Feedback makes mundane tasks look more fun.
4. Exchanges: structured social interactions, either explicit or implicit (i.e. emergent)
e.g., eBay feedback has evolved into a tit-for-tat social game: give me a feedback, I’ll give you one. Trading is an explicit social exchange. Example: trading in World of Warcraft; trading in Mogi-Mogi (a GPS-based game in Tokyo to collect virtual objects.)
“Gifting” is an implicit social exchange, you’re not forced to do it but the system makes you do it.
Examples: NetMarble (Korea); HabboHotel (you can buy object with your points and give gifts); Helios that targets the MySpace generation, ability to give ringtones, wallpapers, etc.
5. Customization: increases investment in the experience. My customized Google page is more personal interesting and fun. Character customization is especially powerful, for example the customization of female characters in World Of Warcraft.
Click here to see her presentation slides.
Net: An interesting filter through which to view interactive experiences.