SOCIAL MEDIA & ENTREPREUNSHIP

ADVERTISING AND PUBLIC REALATIONS LABS

DEPARTMENT OF COMMUNICATION MEDIA AND CULTURE

PANTEION UNIVERSITY OF ATHENS

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Virtual goods duration ratings achievement

motivation engagement

frequency community collaboration

appointment dynamic

epic win virality Recency

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GAMIFICATION

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“ WE INVEST 3 BILLION HOURS WEEKLY PLAYING

ONLINE GAMES”

Jane McGonigal TED 2010

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It’s the decade of social games.

Their dynamics are extended beyond a computer’s screen

in any industrial sector. 

Modern cultural and technological conditions enforced

their evolution and development. 

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Games are now played via gadgets.  

Retail websites are converted into games because

users prefer the combination of buying and

gaming. 

Their influence extends to the real world

and affects human behavior. 

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The engagement of people with games is

often high

and maintained. 

They are fun!

They aim to reward social recognition

and adventure. 8i KARE4/9/12

 

Games introduce users to a virtual worldwhere they have the ability to do what they

dream. 

Games turn users into gamers.

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 ’’YOU MUSTN’T BE AFRAID TO DREAM A LITTLE BIGGER, DARLING’’.

EamesINCEPTION

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GAME MECHANI

CSGame mechanics are designed

to meet and activateneeds and rewards.

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1.Behavioral

 Behavioral game mechanics are solely focused on human behavior and the

human psyche. 12i KARE4/9/12

2.FeedbackThese types complete the feedback loop

in a game mechanic.

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3.Progression

These types are used to structure and stretch the accumulation of meaningful

skills. 14i KARE4/9/12

GAMER TYPES

Killers ( 1%)

Socializers ( 80%)

Achievers ( 10%)

Explorers (9%)

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REWARDS USED IN APPLICATIONS

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MASLOW HIERARCHY OF NEEDS ΑPPLIED IN GAMES

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EXAMPLES1)ALDO INSTAGRAM MOOD BOARDS

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To promote the launch of its fragrance collection, ALDO created a Facebook game.

 Players chose from a series of Instagram photos that, once selected, were compiled into a mood

board that they could post to their Facebook Timelines.

First brand to combine Instagram and Facebook.

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2) NET-A-PORTER KARL

Mobile game app of the online designer store Net-a-Porter for the launch of the exclusive "Karl" by

Karl Lagerfeld collection.

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Find Karl and win: find 5 Karl heads and win up to £1.000 to spend on NET-A-PORTER

Skan: scan Karl heads to reveal exclusive content and take part in exclusive events in London, Paris, Munich, Sydney and New York

Sneak Peek: have a sneak peek at the Karl collection and be first to shop when it goes live ( it launched on January 25)

Karlified: karlify yourself

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SHOPKICKThe 1 mobile app that offers you

rewards just by walking IN a store (millions stores participate

in the US).

collect walk-in rewards

get exclusive deals

collect scan rewards

redeem your kicks for rewards

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“My goal for the next decade is to try to make it as easy to save the world in real life as it is to save

the world in online game”

Jane McGonigalTED 2010

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NAMES / TWITTERS

Alexou Mirella / @mirella_alexou

Alevropoulou Alexia / @AlexiaAlevropou

Dimitrakopoulou Katerina / @KaterinaDimitrk

Papantonopoulos Giannis / @giannis_pap2

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TEACHERS

Giannakes George

Dokaras Ioannis

Siligardakis Nektarios

Tsene Lida - Coordinator

Tsakarestou Betty - Professor

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