Anita Ondine presented on integrating game mechanics into stories at the TNX12 conference in London. She discussed elements of transmedia including participatory experiences and embedded game mechanics. She provided examples of game mechanics like geolocation, social connections, and incentives. Ondine also covered measuring engagement, defining value, and identifying different player types to engage audiences at multiple levels.

1. Integrating Game Mechanics
into your Story
Anita Ondine
Location: Centre Point, London, UK
Date: 15 May, 2012

2. @anitaondine
#TNX12
#Topal

3. Agenda
• Elements of Transmedia
• Participatory Experience
• Examples of Game Mechanics
• The Fun Quotient
• Engagement
• The Engagement Funnel
• Definable & Undefinable Value
• Player Types

4. Elements of Transmedia
1. Stories that transcend media
2. Using a variety of story forms
3. Across multiple media platforms
4. Within a unified storyworld
5. Encourages audience participation
6. A social experience
7. Embedded game mechanics
8. Designed for multiple levels of engagement

5. “Look and Feel” / Architecture
1. Stories that transcend media
2. Using a variety of story forms
3. Across multiple media platforms
4. Within a unified storyworld

6. How it Functions / Mechanics
5. Encourages audience participation
6. A social experience
7. Embedded game mechanics
8. Designed for multiple levels of engagement

7. For the audience to enter the
storyworld
Participate in it...
And influence it...
Transmedia is A participatory experience

8. Geolocational
Social Connections
Awareness
Incentives
Social Status
Celebrity Access
FUN
Red Herrings Solve a Mystery
Rewards
Win a prize Power
Leader boards
Business Development Game Mechanics

9. The Fun Quotient
✓ Winning
✓ Laughing
✓ Feeling Lucky/Unlucky
✓ Solving a Mystery
✓ Shooting people
✓ Feeling stress
✓ Banal

10. Player Cause
Audience Story
Human CONNECTION Experience
Customer Thing
Being
Participant Viewer Product Service
Engagement is connection

11. Recency
Reach
Consistency
Unique Viewers Frequency
METRICS
Page Views Duration
Hits Virality
Ratings
Engagement How do we measure it?

12. Evangelists
Engaged
Casual
Engagement Participation pyramid

13. Casual
Incremental
Engaged choices in your
favor
Evangelists
Engagement The Engagement Funnel

14. BOGO
Buy 10-
get-1-free
Definable Value Win a prize
Virtual Random
currencies Rewards
Undefinable Value
Unknown
Unknown prize
Frequency
Definable value Undefinable value

15. WHO ARE YOU?
Achiever
Killer
Human
Being
Socializer Explorer
Richard Bartle
Player Types Who are you?

16. WHO ARE YOU?
Achiever 40%
Killer 20%
Human
Being
Socializer 80% Explorer 50%
Richard Bartle
Who are your
Player Types participants?

17. Share Alike: you are free to
share this content as long as
you keep it free & attribute me!
Twitter: @anitaondine
Facebook: Anita Ondine
Linkedin: Anita Ondine Smith
E: anita@anitaondine.com
www.anitaondine.com
www.transmedianext.com