Social game design isn’t just about fun – it’s about understanding how players interact. Game developers create systems that cater to specific player motivations, boosting engagement and revenue. Here’s a quick breakdown of the five player types shaped by social game design:
- Social Players: Love teamwork, guilds, and community-driven gameplay.
- Goal-Driven Players: Focus on achievements, progress tracking, and rewards.
- Discovery-Focused Players: Enjoy exploring hidden features and mechanics.
- Competition-Focused Players: Thrive on leaderboards, rankings, and PvP challenges.
- Disruptive Players: Push boundaries but can be redirected into constructive roles like moderators or testers.
Why This Matters:
By tailoring features to these player types, developers can create games that keep players engaged and spending. For example:
- Social players stay for the community.
- Goal-driven players invest in progression tools.
- Competitive players pay for performance upgrades.
Want to design a game that connects with all these players? Start with a core loop that integrates social, competitive, and exploratory features, then balance it with an in-game economy that rewards diverse play styles.
Player Type Theory: Uses and Abuses | Richard BARTLE
1. Social Players
Social players are the backbone of many successful mobile games, focusing more on connections and teamwork than personal scores or leaderboards. They’re drawn to features that make group play enjoyable, such as:
- Guild systems for building in-game communities
- Chat functions to communicate and strategize
- Cooperative missions that encourage teamwork
To keep these players engaged, it’s essential to create opportunities for natural interactions. This helps turn occasional players into active community members, boosting a game’s overall activity and appeal.
2. Goal-Driven Players
Goal-driven players are all about achieving objectives and making measurable progress in social games. They focus on completing missions, unlocking achievements, and advancing as much as possible within the game. They’re drawn to systems that track progress and reward their efforts in clear, tangible ways.
These players interact with social features when those features help them achieve their goals. For example, they might join a guild to gain access to exclusive rewards or work with others to complete group challenges.
Here are some key traits of goal-driven players:
- Achievement Tracking: They love systems that show completion percentages and milestones.
- Progress Metrics: Detailed stats and progress bars that highlight their advancement are highly appealing.
- Rewards: Activities with clear, defined rewards are a top priority.
Games that succeed with this player type offer structured progression systems. These include clear objectives, tiered rewards, and robust achievement tracking. The best games combine short-term wins with long-term goals, creating a balance that keeps players engaged.
When integrated with social features – like competitive leaderboards, guild achievements, collaborative challenges, and personal progress dashboards – these systems not only enhance individual satisfaction but also boost engagement and revenue. A strong core gameplay loop tied to progression ensures players stay motivated while contributing to the game’s overall success.
3. Discovery-Focused Players
Discovery-focused players are all about uncovering new features and figuring out hidden mechanics. They enjoy diving into complex systems rather than chasing traditional objectives. For them, the thrill lies in exploration, not in achieving predefined goals.
To keep these players engaged, it’s important to create features that are both enjoyable and profitable. Adrian Crook & Associates highlights this approach:
"We identify the features your game requires to drive revenue and fun factor, then write the PRDs (Product Requirements Documents) you need to exceed your benchmark KPIs." – Adrian Crook & Associates
They also stress the value of a well-tuned game economy:
"From modeling a brand new game economy to reverse engineering a live economy, our models optimize for revenue and fun factor." – Adrian Crook & Associates
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4. Competition-Focused Players
Competition-focused players are driven by rivalry and the desire to measure their success against others. They find motivation in leaderboards, rankings, and the push to outperform peers through higher scores and better skills.
These players gravitate toward features like player-versus-player battles, tournament rankings, global leaderboards, achievement displays, and seasonal events. Such features create an environment for fair and engaging competition.
Designing for competitive players requires careful attention. Experts at Adrian Crook & Associates emphasize the importance of balancing monetization with maintaining the integrity of the game. The goal is to create gameplay loops that keep players engaged, encourage spending, and support a healthy game economy.
Here are key principles to keep in mind:
- Fairness: Make sure competition is based on skill to uphold the game’s integrity.
- Monetization: Revenue strategies should not interfere with skill-based gameplay.
- Clear Progress: Provide transparent metrics, performance stats, and ranking systems so players can see where they stand and how to improve.
5. Disruptive Players
When dealing with disruptive players, it’s essential to approach them with strategies that channel their energy productively rather than letting it harm the ecosystem.
Disruptive players often challenge limits by exploiting loopholes, bending rules, or stirring up social tensions. The goal is to redirect these tendencies into roles that benefit the community and system as a whole.
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Community Integration Programs
- Identify disruptive players with a knack for understanding the system and invite them to become volunteer moderators.
- Create structured testing opportunities where they can report bugs or suggest improvements.
- Set up feedback channels to turn their critiques into actionable improvements.
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Behavioral Management Systems
- Implement progressive consequences to address disruptive actions.
- Offer clear paths for redemption, helping players transition into roles where they can contribute positively.
Other effective methods to manage disruptive behavior include:
- Recognition Systems: Reward constructive contributions through programs like bug hunting or by giving special badges.
- Containment Strategies: Minimize harm by applying temporary chat restrictions or tiered response systems while resolving underlying issues.
- Positive Reinforcement: Offer incentives such as access to test servers or exclusive rewards to encourage positive participation.
Here’s how disruptive tendencies can be redirected into meaningful contributions:
| Behavior | Strategy | Outcome |
|---|---|---|
| Exploiting loopholes | Bug bounty programs | Improved game security |
| Testing rule limits | Beta tester recruitment | Better system design |
| Stirring community tensions | Assigning moderator roles | Stronger community management |
| Manipulating systems | Feature testing teams | Enhanced game mechanics |
How to Design for Multiple Player Types
Drawing from years of industry know-how, designing for various player types requires a thoughtful mix of features and mechanics that resonate with different motivations.
Core Design Principles
Start with a strong core loop that appeals to all player types. Incorporate:
- Social features to promote teamwork and connection
- Achievement systems for players driven by goals
- Exploration mechanics for those who enjoy discovery
- Competitive elements to satisfy players who thrive on rivalry
- Constructive channels for players who challenge norms
Pair these mechanics with a well-balanced in-game economy to support diverse gameplay styles.
Economy Modeling for Different Players
The game’s economy should also reflect the varied motivations of its players. Here’s how:
| Player Type | Economic Features | Engagement Mechanics |
|---|---|---|
| Social | Gift exchanges, team rewards | Group challenges, shared achievements |
| Goal-Driven | Clear progression paths | Milestone rewards, daily objectives |
| Discovery | Hidden content, rare items | Exploration bonuses, collection systems |
| Competitive | Leaderboard prizes | Ranked matches, seasonal rewards |
| Disruptive | Testing opportunities | Bug bounties, beta access |
"Working with AC&A allowed us to clarify key issues with our game design while we were still early enough in the development process to make changes. Because of the specific recommendations we received from Jordan, our game is both more fun for players and able to monetize those players more effectively." – Richard Barnwell, CEO
Data-Driven Optimization
Designing effectively means staying flexible and informed. Here’s how you can refine your approach:
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Regular Design Audits
Review retention and monetization metrics to pinpoint which player types might be underserved. -
Feature Implementation Strategy
Build features that engage multiple player types at once. For instance, guild systems can combine social collaboration with competitive goals. -
Balanced Progression Systems
Offer various advancement paths that keep the game fair while catering to different play styles.
These strategies naturally align gameplay improvements with monetization goals.
"Working with Adrian’s consulting group was great. They consulted with us for 3 months starting with a full-blown design audit with priorities on retention and monetization. The info that spun out of the audit set our objectives for the next six weeks. At which time we drilled down into specific areas (monetization, retention, compulsion loops, industry comparisons, and social virality) that gave us actionable tasks and a dev roadmap for six months." – Scott White, Studio Vice President
Monetization Integration
Monetization should feel natural and cater to the motivations of each player type:
- Social players enjoy items that enhance group activities.
- Goal-driven players are likely to invest in tools that speed up progression.
- Discovery-focused players seek access to exclusive or hidden content.
- Competition-focused players spend on performance upgrades.
- Disruptive players are drawn to opportunities like beta testing or bug bounties.
Conclusion
The motivations discussed earlier come together to shape a cohesive design strategy. Crafting games that appeal to different player types is key to increasing both player engagement and revenue. Each type of player – whether social, goal-oriented, curious, competitive, or disruptive – plays a role in maintaining a dynamic and lasting game environment.
Real-world examples show that designing with these player types in mind boosts engagement and helps grow revenue over time. By developing systems that support various play styles without sacrificing balance, developers can create vibrant game communities that continue to thrive and evolve. This approach ensures a gameplay experience that keeps players invested while driving long-term success.