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The game industry has already overcome the Hollywood’s most expensive productions. In November 2013, one retail game sold $1 billion worth of copies all around the world in one single day; a number that no Hollywood production ever came closer. While the industry is growing and players are getting more and more addicted, the side effects are also started to come to the surface in various sectors outside of the game world: a trend that many enterprises want to jump in, but most don’t know how to do. This presentation will focus not only on the ideas and applications of gamification, but also will show insights from FHNW’s gamified learning project: Tourney.
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XING mittagXperten – Safak Korkut 28.04.2014
mittagXpertenGames and Gamification
1
XING mittagXperten – Safak Korkut 28.04.2014
I am interested in the latest technologies, new communication concepts,
games, data visualizations and social media development.
Safak Korkut is me.
I am also a professional filmmaker, project developer, game designer
and MSc co-mentor, lecturer.
I am also the co-founder of YAAY which is located in Basel, Switzerland.
YAAY is a devoted interdisciplinary team which is aiming to have an
impact on today's visual communication and information design
systems.
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XING mittagXperten – Safak Korkut 28.04.2014
Vorspeise
Hauptgang
Dessert
Menu
3
Overview to Game Industry
Gamification Perspective
Tourney - Gamified University
Open Discussion
XING mittagXperten – Safak Korkut 28.04.2014
Games.
Philip Toledano 4
XING mittagXperten – Safak Korkut 28.04.2014
Video Games and the Luden Revolution
$500 MILLION
IN 1 DAY
$373 MILLION
IN 10 DAYS
$314 MILLION
IN 10 DAYShttp://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
5
XING mittagXperten – Safak Korkut 28.04.2014
Video Games and the Luden Revolution
$800 MILLION
IN 1 DAY
$373 MILLION
IN 10 DAYS
$314 MILLION
IN 10 DAYS
6
XING mittagXperten – Safak Korkut 28.04.2014
Video Games and the Luden Revolution
$1000 MILLION
IN 1 DAY
$373 MILLION
IN 10 DAYS
$314 MILLION
IN 10 DAYS
7
XING mittagXperten – Safak Korkut 28.04.2014
Video Games and the Luden Revolution
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
8
XING mittagXperten – Safak Korkut 28.04.2014
Video Games and the Luden Revolution
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
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XING mittagXperten – Safak Korkut 28.04.2014
Candy Crush Saga (2012)
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.
10
XING mittagXperten – Safak Korkut 28.04.2014 11
XING mittagXperten – Safak Korkut 28.04.2014
What is a Game?
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)
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XING mittagXperten – Safak Korkut 28.04.2014
What is a Game?
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)
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XING mittagXperten – Safak Korkut 28.04.2014
What is a Game?
Extrinsic Motivation. Intrinsic Motivation.
Philip Toledano 14
XING mittagXperten – Safak Korkut 28.04.2014
What is a Game?
Extrinsic Motivation. Intrinsic Motivation.
Philip Toledano 15
XING mittagXperten – Safak Korkut 28.04.2014
Who is playing games?
Games are for kids.
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XING mittagXperten – Safak Korkut 28.04.2014
Who is playing games?
Games are for kids.
35Average age
http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
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XING mittagXperten – Safak Korkut 28.04.2014
Myth or Fact?
Seriously?
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XING mittagXperten – Safak Korkut 28.04.2014
Myth or Fact?
Seriously?
31Gam
ers
unde
r 18
.
%http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
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XING mittagXperten – Safak Korkut 28.04.2014
Xbox Kinect
http://www.youtube.com/watch?v=4OMLjXRfaDQ
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XING mittagXperten – Safak Korkut 28.04.2014
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.
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XING mittagXperten – Safak Korkut 28.04.2014
Gamification.
Philip Toledano 22
XING mittagXperten – Safak Korkut 28.04.2014
Gamification is the integration of
– Feedback mechanics in Games
– Game-thinking
in non-game environments to increase audience
engagement, loyalty and fun.
What is Gamification?
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XING mittagXperten – Safak Korkut 28.04.2014
The Broccoli Effect
24
70% of us have the gene that
makes broccoli taste bitter.
(Htas2r28)
The statistics show that it takes
an average child 12 years* to
start liking broccoli.
* Thanks to the relentless efforts
of the average mothers.
XING mittagXperten – Safak Korkut 28.04.2014
The Broccoli Effect
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Approach #1 - Forcing them
Approach #2 - Convincing them
Approach #3 - “Airplane” method
Approach #4 - Cheese sauce
XING mittagXperten – Safak Korkut 28.04.2014
Kinect Effect
http://www.youtube.com/watch?v=oq98_35sQko
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XING mittagXperten – Safak Korkut 28.04.2014
Feedback Mechanics in Games
• points
• achievements
• badges
• levels
• progress bars
• leaderboards
• virtual currency
• rewards
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XING mittagXperten – Safak Korkut 28.04.2014
Foursquare
28
XING mittagXperten – Safak Korkut 28.04.2014
Foursquare
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XING mittagXperten – Safak Korkut 28.04.2014
Foursquare
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XING mittagXperten – Safak Korkut 28.04.2014
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
http://web.fhnw.ch/plattformen/blogs/gamifyu/2013/08/07/gamification/
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XING mittagXperten – Safak Korkut 28.04.2014
- 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
http://www.mobilemarketer.com/cms/opinion/columns/10671.html
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XING mittagXperten – Safak Korkut 28.04.2014
Nike Plus app
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XING mittagXperten – Safak Korkut 28.04.2014
Nike Plus Universe
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FuelBand users in 2012:
– earned more than 409 billion
total fuel points = 44.1 million
marathons.
Today,
– 11 million active Nike+ users
– collect more than 1 billion
points each day = 6,772 houses
daily electricity need.
http://mashable.com/2013/02/22/nike-fuelband-stats/
XING mittagXperten – Safak Korkut 28.04.2014
Ch
allen
ge
Time Spent
Gam
e M
echan
ic Z
enAnxiety
Boredom
http://www.goodreads.com/book/show/66354.Flow
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XING mittagXperten – Safak Korkut 28.04.2014
Early-on gamification involved adding simple game mechanics
like points, badges and leaderboards to websites and apps.
But that’s not what makes games truly compelling.
What is not Gamification?
36
XING mittagXperten – Safak Korkut 28.04.2014
Early-on gamification involved adding simple game mechanics
like points, badges and leaderboards to websites and apps.
But that’s not what makes games truly compelling.
Good games take players on a journey, giving them something
to learn, master and share.
Gamification 2.0 is about creating game-like digital services
that shape real-world behavior and deliver deep value
to players, — using a blend of intrinsic and extrinsic motivations.
What is not Gamification?
37
XING mittagXperten – Safak Korkut 28.04.2014
1. Know who’s playing — design for their social style
2. Build Positive Emotions into your core activity loop
3. Build a system that’s easy to learn and hard to master
4. Design for Onboarding (Tutorial), Habit-Building, and Mastery
5. Use Progress Mechanics to “light the way” towards learning and mastery
6. As players progress, unlock greater challenges and complexity
7. Deliver intrinsic motivations like Power, Autonomy and Belonging
Seven Golden Rules of Gamification 2.0
http://www.slideshare.net/amyjokim/beyond-gamification-7-core-concepts-for-creating-compelling-products
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XING mittagXperten – Safak Korkut 28.04.2014
Bon Appétit!
39
Institut für Wirtschaftsinformatk / Institut Visuelle Kommunikation – Safak Korkut, Danilo Wanner 16.04.2014
TourneyGamified University
40
XING mittagXperten – Safak Korkut 28.04.2014
Learning with Games
Tourney the Game, Strategische Initiative Simulated Reality, 2014
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XING mittagXperten – Safak Korkut 28.04.2014
Learning with Games
Tourney the Game, Strategische Initiative Simulated Reality, 2014
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Institut für Wirtschaftsinformatk / Institut Visuelle Kommunikation – Safak Korkut, Danilo Wanner 16.04.2014
The Idea of a Content Independent Game Framework
-Tutors can create game levels for their own class.
-The game offers a testing field for students’ skills.
- It is a safe environment and consequences in the game
do not have any impact on the real world.
-The games can be played outside of the classroom and
enable teachers to engage the students better.
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Institut für Wirtschaftsinformatk / Institut Visuelle Kommunikation – Safak Korkut, Danilo Wanner 16.04.2014
Let’s play!
48
http://bit.ly/tourneych
Institut für Wirtschaftsinformatk / Institut Visuelle Kommunikation – Safak Korkut 16.04.2014 49
Thank you very much.
Philip Toledano