Download pdf - Games and Gamification - Part One [digitalmedia]

Institut für Wirtschaftsinformatk / Institut Visuelle Kommunikation – Safak Korkut 18.02.2014

Digital MediaGames and Gamification

1

Tuesday 18 February 14

Institut für Wirtschaftsinformatk / Institut Visuelle Kommunikation – Safak Korkut 18.02.2014 2

Learning Outcomes

Students should be able to:• read, watch, and filter autonomous information about gamification• understand what defines a game• understand basics of video game industry • understand what gamification and its principals are• apply gamification to the marketing problems



YES Laptops. Smartphones. Social Media.

Philip Toledano



YES Laptops. Smartphones. Social Media.NO Work. Emails.

Philip Toledano



YES Laptops. Smartphones. Social Media.NO Work. Emails.MUST Comfort. Creativity. Opinions.

Philip Toledano



So, do you follow a strict flat-screen diet?

laptop.game console.iphone. tablet.internet contract.facebook.whatsapp.twitter.linkedin. xing.foursquare.

gta v.call of duty.tetris.draw something.angry birds.candy crush.clash of clans.limbo.temple run.minecraft.desert bus.

Philip Toledano



Games.

Philip Toledano



HANDS UP!

9

Players form a group of 4-5 people.Each player lifts one hand up.Player one starts and indicates another player.The player, who is indicated, looses a finger.The turn moves to the next player (clockwise).The winner is the last finger standing.





What is a Game?

11

Goal.Rules.Feedback.Voluntary participation.

(McGonigal, J., Reality is broken: Why Games Make Us Better and How They Can Change the World, The Penguin Books, 2011)



What is a Game?

12

Playing a Game is the voluntary attempt to overcome unnecessary obstacles.

(McGonigal, J., Reality is broken: Why Games Make Us Better and How They Can Change the World, The Penguin Books, 2011)



What is a Game?

Extrinsic Motivation. Intrinsic Motivation.

Philip Toledano



What is a Game?

Extrinsic Motivation. Intrinsic Motivation.

Philip Toledano



Who is playing games?

16

Games are for kids.

35Average age

http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf



Myth or Fact?

18

Seriously?

31Gam

ers

unde

r 18

.

%http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf



Myth or Fact?

20

Games make kids violent.

80%G

ames

are

pur

chas

ed b

y ad

ults

.

http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf



Fact!

21

As video games have become more popular in the U.S., violent crime has decreased dramatically, particularly among youth.

(U.S. Dept. of Justice - Federal Bureau of Investigation, Preliminary Annual Crime Stats, 2012; The NPD Group, Inc./Retail Tracking, 2012)



Myth or Fact?

23

Games are waste of time.

10Khour

s of

gam

epla

y by

21.

http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.html



Learning with Games



Learning with Games

http://communities.ptc.com/docs/DOC-2368



Learning with Games

26

http://www.youtube.com/watch?v=vrIccKvq2Kg



Video Games and the Luden Revolution

http://popchartlab.com/products/the-evolution-of-video-game-controllers




29

http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth




30





31

$500 MILLION

IN 1 DAY

$373 MILLION

IN 10 DAYS

$285 MILLION

IN 10 DAYShttp://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth




32

$800 MILLION

IN 1 DAY

$373 MILLION

IN 10 DAYS

$285 MILLION

IN 10 DAYS




33

$1000 MILLION

IN 1 DAY

$373 MILLION

IN 10 DAYS

$285 MILLION

IN 10 DAYS




34




Wii Fit

35

http://www.youtube.com/watch?v=CFhrYBWkt0M



Xbox Kinect

36

http://www.youtube.com/watch?v=4OMLjXRfaDQ



Online games

37

http://mashable.com/2010/11/19/social-gaming-mainstream/



Candy Crush Saga (2012)

38

Candy Crush Saga is a match-three puzzle video game released by the developer King. The game, played mostly on mobile phones, has been downloaded more than 500 million times, counts 282 million active players per month and takes in an estimated $901,505 per day.



Social games

40

1% of the world

population



Games are designed to trigger our intrinsic motivation. This can lead to an addiction.

Facing this problem, the game industry and researchers started to study the phenomenon.

Result: They set up a process to design games from the scratch, managing intrinsic motivation and addictive game elements.

As a side effect: Gamification.

41



Gamification.

Philip Toledano



Gamification is the integration of Game Mechanics in non-game environments to increase audience engagement, loyalty and fun.

What is Gamification?

43



http://fold.it/portal/Tuesday 18 February 14


Foursquare



Foursquare



Foursquare



Gamification, the process of applying the psychological and sociological factors that drive intense game play to consumer measurement, enables us to understand the thought process behind consumers’ willingness to participate in and comply with consumer behavior and attitude measurement tasks.

Gamification

48

http://web.fhnw.ch/plattformen/blogs/gamifyu/2013/08/07/gamification/



- Increase in the frequency of purchase- Boost the value per purchase - Encourage usage of a new sales channel- Drive new product/service adoption- Perform consumer profiling- Conduct new customer acquisition- Obtain feedback- Upsell/cross-sell

Marketing Strategies with Gamification

49

http://www.mobilemarketer.com/cms/opinion/columns/10671.html



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