its all about gaming
DESCRIPTION
The evolution of gaming as catalyst for behavioural changeTRANSCRIPT
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From where we were to where we are
It’s All About Games
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1
History of Gaming
2
Gaming then and now
3
Gamification
4
Business models
5
Advertgames
6
Current Trends
7
Future Predictions
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History of gaming
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Games are the only force in the universe that can get people to take actions against their self-interest, in a predictable way
without using force
Gabe Zichermann (FUN IS THE FUTURE,
2010)
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It all started with ‘pong’
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The founding father
Nolan bushnell the founding father of
atari
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Timeline of the development
1968Ralph Baer patents his interactive television game and Magnavox releases it
1972Nolan Bushnell and Al Acorn of Atari develop arcade table tennis game called PONG
1974Two decades before Doom, Maze wars introduces the first person shooter
1984Russian mathematician Alexey Pajitnov creates Tetris, a simple but addictive puzzle game. Four years later, Nintendo bundles it with every new Game Boy.
1976Text based game Adventure is released by Don Wood
1977Atari 2600 is released, the first Video Computer System
1980A missing slice of pizza inspires Namco's Toru Iwatani to create Pac-Man
1989Nintendo’s Gameboy popularizes handheld gaming although ten years earlier Microvision had introduced similar device
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Business models
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14 ways to sell games and make money
RetailBricks and Mortar
DigitalDirect to consumer
Episodic EntertainmentBorrowing from the TV
model
Skill-based ProgressionBuy a ticket to enter
Velvet RopePlayers pay for VIP access
SubscriptionWorld of Warcraft or Conan
Micro-TransactionsSmall, Impulsive driven up
selling
Sponsored GamesWorld of Warcraft or Conan
AdvertgamesSelling the experience
Try before you buyRestricted versions of game
Player to Player tradingTrade land, property and
characters
Pre-Sell the gameKickstarter.com
In-game advertisingBillboards and Branded
items in game world
Around game advertisingBanner & Skyscraper
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gamification
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This is how we all do it
ga.mi.fi.cat.ion [gay-muh-fi-kay-shuhn]Integrating game dynamics into your site,
service, community, content or campaign, in order to drive participation.
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Things which should be kept in mind
Casual, short duration
play
Rapid rewards for
a non-gamer audience
Points and rewards work
on engagement
Integrate social
sharing
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The foursquare story
If we zoom out a bit, Foursquare is one of the best example of gamification. There’s an activity that you want your users to do more often, so you give points for that. For certain activities or number of points, they get extras, like badges. A sense of competition is created using the leaderboards and with the opportunity to redeem the rewards, it takes intention to participate on a new level
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The fun theory
Can we get more people to obey the speed limit by making it fun to do? Well, the answer, if you choose to use gamification is ‘YES’
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advergames
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Draw Something
Play Fanta
The game of ads
A video game which in some way contains an advertisement for a product, service, or company. Some
advergames are created by a company with the sole purpose of promoting the company itself or one of
its products, and the game may be distributed freely as a marketing tool
A regular popular video game, which may be sponsored by a company, and include advertisements within the game for
the sponsoring company
OR
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Play fanta
A nine chapter graphic novel loaded with playable content. It offers endless storytelling, content development and co-creation opportunities all within an immersive, branded world.
Characters. Todd, Tristan, Andy, Floyd, Lola, Maud, Gigi and the Lhava Twins set out on a journey to save their community from turning into sad, grey characters known as the “Playless”
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Draw something
Zynga monetized the viral mobile app by allowing brands to pay for words to be included in the game. The move came after Zynga tested recognisable brand terms like Nike, KFC and Doritos in the iOS and Android game and found them to be really popular. Brands could pay for words associated with their products in the word selection bank.
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Gaming hardware
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MicrosoftXbox 360
Six ways to enjoy games
Nintendo 64
WiiSuper Nintendo Entertainment
System
Nintendo Entertainment
System
Sony Playstation 3
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Future belongs to them - Consoles
By bringing next generation console design and portability in to play these devices will make gaming accessible to one and all
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Future belongs to them - Experience
Microsoft’s coffee table projector, IllumiRoom will expand content onto living room walls hence, making gaming an even more immersive experience
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Current trends
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Gamification trends
CORPORATE EMPLOYEESCorporations can not only gamify their products and services for consumers and end users, but also leverage game mechanics to make work more fun, measurable, productive, and rewarding for internal employees
ADRESS PHASES OF THE USER LIFE-CYCLELeveraging game mechanics to facilitate users along each phase of user experience: 1) New user onboarding (interactive tutorials); 2) user engagement; 3) conversion of free users to paid (or opt-in data sharing); 4) retention of power users
Gamification and social go hand in handIt has been found that users who are logged-in with Social Login spent 30% more time on-site than users who sign in with native site login. Pepsi builds custom co-viewing experience sites for Pepsi-sponsored TV shows like The X-Factor, The Grammies and the SuperBowl, allowing users to collect “caps” (badges) and gain social ranking by commenting, sharing, and liking other user’s comments
Moving beyond media and fitnessGamification is moving beyond the businesses which incorporated it. Education, eCommerce, local retail and financial services are upcoming
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The future
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Moving beyond the usual
Gamification is surpassing the
initial stage of PBL (Point-Badge-Leaderboard)
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Where is it heading?
Motivating action through civic
engagement so as to infuse users
with much greater purpose
Their driving factors of engagement will have to
include intelligent responses and civic
learning that isn’t limited to mere purposive solution
or engagement
BYOD (Bring Your Own Devices)
makes the change easier with seamless
connectivity
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Chaos isn’t a pit, chaos is a ladder
Thanks