getting serious with games
TRANSCRIPT
Selected productions Serious Games Interactive 2006-2010 ©
Getting Serious With GamesNew Media Days, 10th November ‘10
Simon Egenfeldt-Nielsen, PhD
CEO, founder Serious Games Interactive
Gamification
My Background
• MA Psychology• PhD Games & learning• Mixing industry & research
Current European Research projects: SIREN, PlayMancer & GaLa
Computer games• Global Conflicts-series•Playing History-series• +20 games for clients
Serious Games Interactive (SGI) was founded in 2006 in Copenhagen, Denmark.
Covered in most major news outlets and won numerous awards.
Develop serious games that combines playing, learning, communication and story-telling.
We are a cross-disciplinary team of 18 people with strong roots in research.
Range of different client: Amnesty, Unicef, Kaplan, WWF, The Danish National Museum, LEGO and European Schoolnet.
Company background
Visit us at o
ur stand –
First 1
0 to re
member all b
ullets win
a prize
What this is about…
What is gamification…
”Integrate game dynamics into your site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."
Children and parents know this…
Agenda
Why games matters?How to approach this?Who have done this?How to do this?
Game industry fastest growing…
EUR 15bn EUR 30bn
1990 2000
EUR 75bn
2010
We invest 3 Billion hours every week in playing games
Everyone…
Source: Mr. Toledano
Agenda
Why games matters?What is this gamification really?Who have done this?How to do this?
What is gamification…
Gamification signals a greater shift… Fight for attention
Need for engaged usersNeed for user permissions
Getting more creative in user interaction
The pre-history of gamification
Cash incentives
1900s 2000s1980s1930s
Coupon codes
Loyalty systems
Virtual rewards
The power of computers…
Read… Listen…
View
Representation – we can really own ‘show’ things
Simulation –We can represent, track, interact and manipulate
Why gamification now?
•Digitalization & Virtualization constantly increasing.
•Tracking, feedback and reward structures easy to embed.
•Games are increasingly becoming omnipresent
The history of gamification
Source: Gabe Zichermann
How gamification work
ActiveChallenge
Win condition
Rewards
“A game is a pastime with formal and predefined set of rules for the progression of
a game session, with built-in and quantitative definitions of success and failure.”
- Jesper Juul
Achievement Social status
What is gamification…
Product
New approach
Traditional approach
Media
Because games are about verbs and not substantives it becomes possible to not only manipulate other perception but also our actions much more directly through rewards system.
Agenda
Why games matters?How to approach this?Who have done this?How to do this?
Case: Eksperten.dk
Case: Ribbon Hero
4 months after release+100.000 Downloads+120.000 Challengs played
Microsoft Office see as innovative, interesting and cool.
Source: Microsoft Office Lab through Gabe Zichermann
Case: Nike+
Agenda
Why games matters?How to approach this?Who have done this?How to do this?
Communication
Innovation
ExternalInternal
Knowledge mgmt.
E-learning
Onboarding
Advertising
Branding
Edu. campaigns
User innovation
Lead usersChange mgmt
Entrepreneurship
First steps…
•Identify your target behavior change•Create game challenges around those targets•Create good feedback loops for rewarding right behavior•Create status/achievement system for recognizing winners
A creative process that requires understanding users, games and business..
• The quest for harnessing the potential of computer games beyond entertainment is as old as the medium.
• However, it is increasingly getting tracking due to virtualisation, digitalisation, game adaptation and fight for attention.
Bring the experience to the product – not the other way around
The Wrap-up
Contact details
Serious Games Interactivewww.seriousgames.dk www.globalconflicts.euwww.playinghistory.eu
Simon [email protected]