everyone's a winner

Everyone’s a winner

º

Japan Rm 2c Wakamatsu-cho center bldg.

4-1-5 Nishi Temma Osaka 530-0047

+81 06 6362 5150

Denmark Nikolaj Plads 2 1067 Copenhagen

+45 3393 1883 kontrapunkt.com

Kristina Kristensen, UX designer Morten Gade, partner

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Hey there!

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Kontrapunkt is the leading Scandinavian design agencyWe develop brands and design brand experiences through visual identity, communication, services, products, behaviour and surroundings. We are 60 specialists working globally from our offices in Copenhagen & Tokyo.

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Strategic communication

these days?

Strategic communication

What is

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What’s the message? What’s the channel? What’s the intended effect? Who’s the target group? What genre should be utilized? …

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In the days of old, communication was really about mediating messages as efficient as possible.

And if anything, games where seen as medium you could choose.

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Usually only utilised when old marketing people out of reach tried to be young and hip.

Look at us! We’re millennials!

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Today however, strategic thinking communication professionals have realised that communication isn’t just about messages and media, but more about meaningful moments and experiences.

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We draw it up like this.

Surroundings

Marketing communication

CVIBehaviour

ServicesProducts

Brand

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But it could also look like this.

Surroundings

Marketing communication

CVIBehaviour

ServicesProducts

You

In this way of thinking, games and play can be utilised in the design of services, products, communication, etc., etc.

It’s a tool to do winning communication.

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Winning communication?

Media logic

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User needs & wants

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Brand promise

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Brand promise +

media logic + user needs & wants

=

Winningcommunication

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Brand promise

User needs & wants

Winning

Media logic

Advertising

UsabilityInefficient

Practicing magic is damn hard.

Games can make it a little easier.

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One of the hardest things is finding true empathy with people different from yourself.

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Empathy

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Great games have intrinsic empathy for the player.

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Great games have intrinsic empathy for the player. You’re always the protagonist in your own mind.Kontrapunkt©

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UsTwo: Monument Valley

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Amnesty - The Game

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Emotion

Games give us

emotional

experiences.

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User experience

Emotional experience

Aesthetic experience

Experience of meaning

Des

met

& H

ekke

rt

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Aesthetic experience

Emotional experience

Aesthetic experience

Experience of meaning

Des

met

& H

ekke

rt

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Thatgamecompany: Journey

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Thatgamecompany: Journey

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Playdead Studios: Limbo

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Sony Bravia 2010Sony

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Sony Bravia 2010

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Sony Bravia

B&O Play

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Experience of meaning

Emotional experience

Aesthetic experience

Experience of meaning

Des

met

& H

ekke

rt

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Dafur is Dying 2006

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Dafur is Dying 2006

Mogl App

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Pleasure

Games are fun.

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Pleasure

Pleasure

Usable

Reliable

Functional

Hierarchy of user needs

Aar

ron

Wal

ter

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Pleasure

Pleasure

Usable

Reliable

Functional

Hierarchy of user needs

Aar

ron

Wal

ter

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klassiske joyful spil

Adidas Go App

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Quantas Frequent Flyer Program co-lab with nib

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Thrills

53

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diverse gamification-elementer

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Pleasure

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Every Day The Same Dream

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Toronto Star

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Flow

63

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Skill

Complexity

Csi

ksze

ntm

ihal

yi

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Flow

68

Heike Mutter and Ulrich Genth: Tiger and Turtle: Magic Mountain

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Volkswagen: The Fun Theory

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Game & play

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Games are about evolving and constantly moving towards a goal. Kontrapunkt©

Play is about having fun in the moment. Kontrapunkt©

So, let’s get back

to the winning communication

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Brand promise

User needs & wants

Winning

Media logic

Advertising

UXInefficient

Winning communication

76

Correctly utilized, games can be a way to create empathy or emotions, deliver

efficient communication and bring the brand promise to life.

Winning communication

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Correctly utilized, games can be a way to create empathy or emotions, deliver efficient communication and bring the brand promise to life.

Winning communication

Kontrapunkt©

78

Correctly utilized, games can be a way to create empathy or emotions, deliver

efficient communication and bring the brand promise to life.

Winning communication

Kontrapunkt©

Kontrapunkt©

Thank you!Kristina Kristensen UX designer kkr@kontrapunkt.com

Morten Gade Partner, digital director mga@kontrapunkt.com

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