Applying game design rules to apps

Unless you have a strong interest in games, you may question the value of reading about game design. I think there is much we can gain by cross-pollinating ideas from one domain to another. Many game design rules apply equally to other types of app and digital product. In their book, Design Rules for Free-to-Play Games, Nicholas Lovell and Rob Fahey outline 15 game design rules. These rules significantly influence the way I design apps.

Complexity in layers

Each layer adds a new dimension of fun. - Nicholas Lovell

When I watched Pixar’s film Shrek with my children, I noticed something interesting and clever. My children and I enjoyed it, but we laughed at different jokes. The script had been written to layer in elements that appealed to younger and older viewers.

Games benefit from something similar. They should be simple to play while allowing depth and complexity to be discovered over time. This makes the game accessible for new players and fosters longer term engagement. As players gain experience, games need to maintain a delicate balance. Players need sufficient challenge to keep their interest, but not too much so that they give up. Successful games build complexity in layers, e.g. Temple Run.

Easy to spend

People value products at different amounts. - Nicholas Lovell

Once we lose our virginity, the second time is much easier. Similar psychology is at play relating to the purchase of digital products. With the first purchase, the second is far more likely. In games, lowering the barrier to first-time purchases can convert free users into paying customers. Small, tempting offers can encourage players to spend their first pound.

While most players won’t spend large amounts, it’s important to cater to those who wish to deeply invest in a game. High-value transactions must feel worthwhile and be rewarding to ensure satisfaction and avoid regret.

Iterative design

Design is an iterative process. One idea often builds upon another. - Mark Parker

Charles Darwin brought us the idea of evolution and survival of the fittest. As Nicholas Lovell explains, the basic rules of how to adapt to a changing environment, whether for single celled organisms in a primordial soup or mobile games in a market, are much the same: Experiment often, make sure the experiments are survivable and learn from failures (and successes).

The nature of digital products, including games, allows developers to continually test and refine their approach. Usage data helps determine what people enjoy and find difficult. This real-time feedback allows the design to rapidly evolve in response. The focus should be on what makes our product different and remarkable. It doesn’t need to be the graphically polished. Instead, it should have unique character; a bit of pizzazz to create memorable moments.

Other resources

The Curve talk by Nicholas Lovell

Love Your Freeloaders and Superfans post by Phil Martin

Designing Free Games post by Phil Martin

Nicholas Lovell suggests, The content of a game should be relevant regardless of the season or passing trends. This, I believe, is true of all apps.

Have fun.

Phil…