• Announcements

    • khawk

      Download the Game Design and Indie Game Marketing Freebook   07/19/17

      GameDev.net and CRC Press have teamed up to bring a free ebook of content curated from top titles published by CRC Press. The freebook, Practices of Game Design & Indie Game Marketing, includes chapters from The Art of Game Design: A Book of Lenses, A Practical Guide to Indie Game Marketing, and An Architectural Approach to Level Design. The GameDev.net FreeBook is relevant to game designers, developers, and those interested in learning more about the challenges in game development. We know game development can be a tough discipline and business, so we picked several chapters from CRC Press titles that we thought would be of interest to you, the GameDev.net audience, in your journey to design, develop, and market your next game. The free ebook is available through CRC Press by clicking here. The Curated Books The Art of Game Design: A Book of Lenses, Second Edition, by Jesse Schell Presents 100+ sets of questions, or different lenses, for viewing a game’s design, encompassing diverse fields such as psychology, architecture, music, film, software engineering, theme park design, mathematics, anthropology, and more. Written by one of the world's top game designers, this book describes the deepest and most fundamental principles of game design, demonstrating how tactics used in board, card, and athletic games also work in video games. It provides practical instruction on creating world-class games that will be played again and again. View it here. A Practical Guide to Indie Game Marketing, by Joel Dreskin Marketing is an essential but too frequently overlooked or minimized component of the release plan for indie games. A Practical Guide to Indie Game Marketing provides you with the tools needed to build visibility and sell your indie games. With special focus on those developers with small budgets and limited staff and resources, this book is packed with tangible recommendations and techniques that you can put to use immediately. As a seasoned professional of the indie game arena, author Joel Dreskin gives you insight into practical, real-world experiences of marketing numerous successful games and also provides stories of the failures. View it here. An Architectural Approach to Level Design This is one of the first books to integrate architectural and spatial design theory with the field of level design. The book presents architectural techniques and theories for level designers to use in their own work. It connects architecture and level design in different ways that address the practical elements of how designers construct space and the experiential elements of how and why humans interact with this space. Throughout the text, readers learn skills for spatial layout, evoking emotion through gamespaces, and creating better levels through architectural theory. View it here. Learn more and download the ebook by clicking here. Did you know? GameDev.net and CRC Press also recently teamed up to bring GDNet+ Members up to a 20% discount on all CRC Press books. Learn more about this and other benefits here.
Sign in to follow this  
Followers 0
  • entries
    6
  • comments
    0
  • views
    9976

Zynga "appeals to the same psychology as gambling"

Sign in to follow this  
Followers 0
TylerYork

840 views

This post first appeared on our blog.


[font="Times"][size="2"][color="#000000"][font="Arial, Helvetica, sans-serif"][size="2"]We found a very interesting interview on Forbes.com today with analytics expert Jeff Tseng, who argues that Zynga leverages behavioral psychology to make its players addicted to their games.

[font="Georgia,"]When users log into Facebook each day, they don't think that they are entering a gambling arena. When they jump into FarmVille, they don't see it as a virtual slot machine. But ask Jeff Tseng, the co-founder and CEO of user analytics firm Kontagent, and he will tell you that casino gambling and Zynga gaming aren't all that different.[/font]

Jeff has hit an interesting insight here, which is something that people noticed about Zynga's Farmville. It wasn't that Farmville was some kind of miracle hit, it was that Zynga intelligently designed their game around new game mechanics and iterated on those mechanics to make them more effective. They didn't necessarily design a game that was 'more fun', in fact it's impossible to play Farmville for hours at a time without spending in-game currency on Energy. Instead, they designed a game that hooked people in and then kept them coming back, and combined this with aggressive built-in viral marketing that incentivized users to share the game with their friends.

He also makes the argument that Zynga is "an analytics company with kind of a game company wrapped around it". I have to agree, but I don't think this is what sets them apart. From my time at Lookout, I can tell you that this is a trend that has entered every facet of the tech industry. From marketing to coding, next generation companies all leverage new technology to get a competitive edge, and much of it is based around "spreadsheets" like Jeff said. Psychology, not analytics, has given Zynga the competitive edge that lead to its domination of the social gaming market.

[/font][/color][/font]

0
Sign in to follow this  
Followers 0


0 Comments


There are no comments to display.

Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!


Register a new account

Sign in

Already have an account? Sign in here.


Sign In Now