作者：Anna Mar

社交媒介经常会借鉴一些游戏设计原则（即所谓的“游戏化”现象），原因是游戏确实很令人上瘾，而游戏化的功能则可增加用户粘性，鼓励用户、合作伙伴和雇员采取积极的行动。

游戏设计是一个较为成熟的领域，毕竟游戏已有数千年的发展史。以下是社交媒介及软件最普遍采用的101项游戏设计元素。

游戏机制

1.约定

玩家需在预定的时间间隔（例如每日一次）加入游戏，以实现积极的效果。

2.成就

玩家喜欢实现目标——为成功的玩家提供积分、地位等各种奖励。

3.奖品

玩家获得出色成就后可赢得丰厚奖励。

4.连环任务

玩家需同时完成多项指定任务或操作连续操作才能赢取奖励。

5.等比例地集中精力

必须确保玩家被动参与状态下也能体验游戏，但如果他们投入更多精力，就要为其提供相应奖励。

6.逐渐释放信息

循序渐进地透露信息和内容。

7.倒计时

一般的游戏都有限时任务。

8.回合制

回合制游戏让玩家拥有考虑和制定策略的时间。

9.发现和探索

支持玩家进一步探索虚拟世界。

10.得分

多许游戏通过得分情况判断胜负。

11.无止尽的游戏

这是指那些可以无限体验，没有结局的游戏。

12.机遇

这是指随机性，它可以避免一开局就定胜负的情况。

13.技能

熟能生巧，玩的时间久了，玩家的技能就会更胜一筹。许多游戏甚至需要玩家投入数年时间精通其中技巧。

14.策略

支持玩家制定分配资源的计划以实现目标。

15.解谜

测试智力的游戏。

16.建设

让玩家建设一些东西。

17.资源管理

例如，让玩家管理权力等各种资源。

18.反应时间

要求玩家提高对实时活动的注意力，以及时作出反应。

19.冷却

当玩家使用某项技能后需冷却一段时间方可再次使用该技能。

20.刷任务

可让玩家获得相应奖励的重复性行为。

21.迷你小游戏

嵌入某款游戏的次级游戏。

22.重新开始

支持玩家失败后重头再来，以免他们受挫而退出游戏。

23.翻身战

将最后一个挑战设置得更有难度，让暂时落后的玩家有机会迎头赶上。

24.关卡

将游戏玩法划分成多个难度递增的关卡。这种难度一般呈曲线发展，这样每两个关卡之间的差距就会呈非线性发展状态。

25.经验值

它标志着玩家获得里程碑式的成就，频繁获取经验值可让玩家获得一种成就感。

26.魔法

在游戏世界中，一切皆有可能——它们并不会受到现实世界条条框框的束缚。

27.隐身

允许玩家在游戏中对他人隐身。

28.风险和回报

向敢于奋力一搏并获得成功的玩家提供奖励。

29.惩罚

惩罚任务失败的玩家。

30.健康（以及治愈）系统

游戏角色的健康状况一般以数值形式显示出来。

31.平衡性

虚拟世界中的规则必须公平，具有平衡性。

32.防止作弊

游戏必须避免作弊和投机取巧的行为。

33.微作弊

有些游戏有时会故意添加一些微作弊元素。

34.诡异元素

游戏中常会添加一些脱离常规的内容。

35.抽奖

游戏结果完全取决于运气。

36.游戏词汇

游戏常有一些自创语言，只有游戏玩家才能理解。

37.创造性

支持玩家运用自己的创意扩展游戏内容（游戏邦注：例如自定义设计关卡、虚拟角色等）。

38.难度等级

它支持不同技能水平的玩家体验游戏，过去的游戏一般会让玩家自主选择难度等级，但现在更高级的游戏一般会根据玩家的表现，逐渐提升难度。

39.模式

支持多种游戏玩法模式（例如单人或多人模式）。

40.人工智能（AI）

游戏本身及其AI系统。

41.虚拟世界

自然、社会规则与现实生活截然不同的世界。

42.控制区域

允许玩家在游戏世界中控制某个地理区域。

动机

43.满足感

游戏可以让玩家觉得富有成就感。

44.愉悦性

游戏可以让无需面临风险。

45.幸运感

游戏可以让玩家觉得自己很幸运。

46.所有权

玩家在游戏中可以拥有虚拟资产。

47.地位

玩家在游戏中可获得一定地位。

48.乐观

游戏培养了玩家的乐观主义精神。

49.紧迫感

游戏会制造一种紧迫感。

50.美德

游戏会让玩家行善。

51.虚荣

游戏可以让玩家树立自尊。

52.一切皆有可能

游戏让玩家实现不可企及的梦想。

53.反馈

向玩家提供持续的操作反馈结果。

54.嫉妒

在玩家中创造一种关于地位、能力或虚拟资产的嫉妒感。

55.趣味

游戏趣味性压倒一切。

56.自我表现

培养玩家自我表现的欲望（游戏邦注：例如鼓励他们自主设计东西）。

57.逃避现实

游戏是玩家逃离现实的避风湾。

58.好奇心

游戏培养玩家的好奇心。

59.积分

玩家总有想获得高分的心理。

社交动态

60.合作战略

游戏奖励玩家的合作行为，鼓励他们走出自己的圈子与他人进行互动。

61.组队

玩家可以组队完成任务。

62.协作工具

允许玩家通过语音、文本、视频等工具沟通和互动。

63.社交网络

社交网张络的特色在于用户资料。

64.智能匹配

根据地理位置、兴趣爱好等匹配玩家。

65.现实活动

通过组织活动，让玩家在现实活动中会面。

角色发展

66.虚拟形象

支持玩家个性化装饰角色，并控制角色。

67.角色分类

划分成不同类型的角色（例如巫师、战士等）。

68.角色特点

与角色资料有关。

69.主角

多数游戏都有一个重点角色。

70.敌人

坏蛋是许多游戏中必不可少的元素。

71.固定角色

时常出现的角色类型（通常以搞笑形象现身）。

72.神秘角色

只有玩家实现特定目标后才会出现的角色，它们有可能是玩家角色，也有可能是NPC。

73.幽灵角色

游戏可能会提到这种角色，但它们从来不会现形。

故事

74.故事情节

多数成功的游戏都有一些精彩的故事情节。

75.故事主线

它是可贯穿多款游戏的故事内容。

76.神圣感

玩家在游戏中实现了非凡的目标后会产生一种神圣感（例如在游戏中拯救了世界）。

77.同一个世界

不同的游戏发生于同一个虚拟世界。

78.模拟现实游戏

模拟真实世界的游戏。

79.象征主义

运用符号等元素表达想法。

80.文化

游戏通常取材于神话、艺术、文学和流行文化。

81.幽默感

这是许多游戏通用的元素。

技术

82.大型多人在线游戏

允许成百上千万玩家同时进入同一个游戏世界。

83.动态音乐

与游戏活动情景交融的音乐。

84.意外的游戏玩法

它是定义相对简单的游戏机制，并推动游戏发展的元素

经济

游戏经济形态对有意将社交媒介和企业软件游戏化的公司来说甚为重要。

85.货币

游戏货币可用来购买和出售虚拟商品和服务。玩家可通过完成游戏任务赢取货币，也可以直接花真钱购买。

86.付费玩成任务

玩家可花真钱在游戏中获得实惠。

87.虚拟劳动力

玩家通过完成游戏任务而赢取虚拟货币。

88.虚拟土地

玩家在游戏中可获得并控制自己的虚拟地产。

89.虚拟商品

玩家可创造、购买和出售虚拟商品。

90.可搜集的物品

它是限量供应并且可为玩家搜集的虚拟商品。

91.虚拟时尚

许多游戏中也出现了虚拟时尚元素。

92.稀缺性

提供稀有虚拟商品可增加其价值。

93.影响力

游戏世界中的虚拟影响力和政治资本。

94.市场

推动游戏经济发展的游戏内部市场。

95.财产减少

在许多游戏中，玩家的钱会随着时间发展而减少。

视觉元素

95.分析系统

游戏分析和展示系统可向玩家提供最新游戏情报。

97.进度条

它可以显示玩家的任务完成度。

98.炫目

视觉效果出众的用户界面是许多游戏的一大吸引力。

99.可爱

萌是许多游戏的一大卖点。

100.阴暗性

阴暗题材的游戏也相当有市场。

101.主题

同款游戏可推出不同主题的版本。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

101 Game Design Principles for Social Media

by Anna Mar

Game design principles are often incorporated into social media (gamification). The reason is that games are downright addictive. Game-like features can increase user engagement — encouraging desired behaviour from customers, partners and employees.

Game design is a well developed field. After all, games have been around for thousands of years. The following 101 game design elements are commonly incorporated into social media and software (usually in small amounts).

Game Mechanics1. Appointments

Players must join the game at predefined intervals (e.g. once a day) for positive effect.

2. Achievements

Players seek to achieve goals — successful players are rewarded with points, status etc..

3. Bonuses

Players receive bonus rewards for exceptional achievements.

4. Combos

Players are rewarded for achieving multiple things concurrently.

5. Concentration Scaling

Ensuring that the game is playable when the player is only passively engaged. However, the game should also reward players for more intense concentration.

6. Cascading Information

Revealing information gradually.

7. Countdown

Game tasks are often time-bound.

8. Turns

Turn based games allow players time to consider strategy and tactics.

9. Discovery

Allowing players to explore and discover virtual universes.

10. Scoring

Most games are scored to determine a winner.

11. Infinite Game

Games that can be played indefinitely.

12. Chance

Randomness — to avoid predictability.

13. Skill

The longer you play a game, the better you get. Many games take years to master.

14. Strategy

Games that allow players to plan and direct resources to achieve a goal.

15. Puzzles

Games that test ingenuity.

16. Structure Building

Players are asked to build things.

17. Resource Management

Players manage resources such as power etc…

18. Reaction Time

Demanding the player’s attention by testing their reaction time to real-time events.

19. Cooldown

When the player needs to wait after using an ability (before they can use it again).

20. Grinding

Repetitive tasks that reward the player.

21. Mini Games

Embedded sub-games.

22. Longevity

Allowing players to bounce back from failure — so that they will keep playing.

23. Catch-up

Making the final challenge difficult so that players who are behind can catch up.

24. Levels

Game play is divided into levels that become progressively more difficult. Difficulty is often curved so that the gap between levels grows in a non-linear fashion.

25. Experience point

A milestone achievement — frequent milestones give players a sense of achievement.

26. Magic

Anything is possible in games — they are not restricted by the laws of the physical universe.

27. Invisibility

Allowing players to be invisible to others in the game.

28. Risk and Reward

Rewarding players for pushing their luck and succeeding.

29. Punishment

Punishing players for taking risks and failing.

30. Health (and healing)

The health of game characters — often represented as a number.

31. Game Balance

The laws of virtual universes should be balanced.

32. Cheat Detection

Games should be difficult to cheat.

33. Cheats

Minor cheats are sometimes intentionally included in games .

34. Easter Eggs

Oddities and quirks intentionally included in games.

35. Lottery

When game outcomes are decided purely by chance.

36. Vocabulary

Games often have their own language that only game insiders can understand.

37. Creation

Allowing players to extend the game with their own creations (e.g. levels, avatars etc..)

38. Difficulty Levels

Difficulty levels make games more accessible to players of different skill levels. In the past difficulty levels were manually selected — more advanced games scale difficulty based on performance.

39. Modes

Support for multiple modes of game play (e.g. single vs multiplayer).

40. Artificial Intelligence

Intelligence of bots and the game itself.

41. Virtual Universe

A virtual universe where the laws of physics, society etc.. may be different.

42. Area of Control

Allowing players to control geographical areas in the game universe (such as plots of land).

Motivations43. Euphoric Productivity

Games may make players feel productive.

44. Loss Aversion

Games that satisfy a player’s risk adverse instincts.

45. Lucky Day

Games that make players feel lucky.

46. Ownership

Allowing players to own virtual things.

47. Status

Allowing players to achieve status within the game.

48. Optimism

Feeding a player’s sense of optimism.

49. Urgency

Creating a sense of urgency within a game.

50. Karma

Allowing players to perform good deeds.

51. Vanity

Feeding the player’s self-pride.

52. Achieving the Impossible

Games that allow players to achieve the unachievable.

53. Feedback

Providing the player with continuous performance feedback.

54. Envy

Creating a sense of envy amongst players for status, ability, or virtual possessions.

55. Fun

Above all, games should be fun.

56. Self Expression

Feeding the player’s desire for self-expression (e.g. by allowing them to design things).

57. Escapism

Allowing players to escape from reality.

58. Curiosity

Fostering a sense of curiosity in players.

59. Points

Players may be motivated by the desire to score points.

Social Dynamics60. Collaborative Strategy

Games that reward collaborative behaviour — encouraging players to come out of their shell and socialize.

61. Parties

Players are organized into teams (parties) and assigned missions.

62. Collaboration Tools

Allowing users to collaborate with voice, text chat, video etc..

63. Social Networking

Social networking features such as user profiles.

64. Intelligent Matching

Matching players based on location, interests etc…

65. Meet Ups

Facilitating events that allow players to meet in the real world.

Character Development66. Avatars

Allowing users to customize and control game characters.

67. Character Classes

Categories of characters (e.g. wizards).

68. Character Sketch

Character profiles.

69. Protagonist

Most games have a focal character.

70. Antagonist

Villains are an important element of many games.

71. Stock Character

A character type that appears repeatedly (often comical in appearance).

72. Secret Character

Secret characters appear only after a milestone is reached in the game. Secret characters may be playable or non-playable.

73. Ghost Character

A ghost character is mentioned in the game but never appears.

Narrative74. Plot

Most successful games have an intriguing storyline.

75. Metaplot

An overarching story that may span many games.

76. Epic Meaning

When players feel that they are achieving something truly significant in the game (e.g. saving the universe).

77. Shared Universe

When different games take place in the same fictional universe.

78. Alternate Reality Game

Games that mimic the real world (e.g. life simulation).

79. Symbolism

Games that use symbols to represent ideas.

80. Culture

Games that draw on myth, arts, humanities and popular culture.

81. Humor

Humor is a very common element of games.

Technology

82. Massively Multiplayer Online Game

Allowing millions of players to engage in the same game concurrently.

83. Dynamic Music

Music that matches events in the game.

84. Emergent Gameplay

Games that define relatively simple game mechanics and let the game evolve.

EconomicsGame economics are of particular interest to businesses looking to gamify social media and enterprise software.

85. Currency

Game currency that can be used to buy and sell virtual goods and services. Game currency may be earned for game performance or purchased with real money.

86. Pay to Achieve

Allowing players to pay real money in exchange for benefits in a game.

87. Virtual Labour

Players perform game tasks in exchange for virtual currency.

88. Virtual Land

Virtual real estate that can be owned and controlled by players.

89. Virtual Goods

Virtual goods that can be created, bought and sold.

90. Collectables

Virtual goods produced in limited supply that can be collected by players.

91. Virtual Fashion

Virtual fashion is emerging as a popular virtual good in many games.

92. Scarcity

Imposing scarcity on virtual goods in order to drive up their value.

93. Influence

Simulating influence and political capital in the game environment.

94. Markets

In-game markets that facilitate the game economy.

95. Gold Sink

In many games a player’s money goes down with time.

Visuals96. Analytics

Game analytics and dashboards that provide players with up-to-date game statistics.

97. Progress Bar

Progress bars that visually represent the status of game-task completion.

98. Dazzle

Visually stunning user interfaces are a big attraction for many games.

99. Cuteness

Cute games sell.

100. Darkness

Dark, dystopian games sell.

101. Themes

The same game may be released in different themed versions (e.g. hello kitty monopoly) （source:simplicable）