Social Media Impact On Gaming


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Social media expert Roger Harris outlines a view of gaming from the perspective of the changing world of social media. This presentation was given at the Triangle Gaming Conference, May 30, 2009.

Social Media Impact On Gaming

  1. 1. Games People Play <ul><li>Social Media Dimensions of Online Gaming </li></ul>
  2. 2. The intersection <ul><li>Gaming is at a crossroads </li></ul><ul><li>Social media and gaming are intersecting </li></ul><ul><li>Where social media and gaming meet, or collide: </li></ul><ul><ul><li>What are the challenges? </li></ul></ul><ul><ul><li>What are the opportunities? </li></ul></ul>
  3. 4. Social Media is game changing <ul><li>Social media will change the evolutionary process for game marketing and development </li></ul><ul><li>Social media will create new business models </li></ul><ul><li>Social media/gaming equation: </li></ul><ul><li>new audiences x (collaboration + participation) = synergy </li></ul>
  4. 5. Changing the game plan <ul><li>Social media are changing every aspect of business…so it will change gaming industry </li></ul><ul><li>What will it change? </li></ul><ul><ul><ul><li>Games we play </li></ul></ul></ul><ul><ul><ul><li>Who plays games </li></ul></ul></ul><ul><ul><ul><li>What a game is </li></ul></ul></ul><ul><ul><ul><li>How games evolve </li></ul></ul></ul>
  5. 7. Adapt or die Heard of the dodo? Weakness and inefficiency do not persist in complex environments When environments change too fast, animals go extinct
  6. 9. Survival of the fittest <ul><li>The fittest games will survive: </li></ul><ul><ul><ul><li>Easiest to play </li></ul></ul></ul><ul><ul><ul><li>Easiest to share </li></ul></ul></ul><ul><ul><ul><li>Best meet our basic needs such as human interaction </li></ul></ul></ul><ul><li>Bad games do not last long in the market place </li></ul><ul><li>Best features are copied and passed to other games </li></ul>
  7. 10. Selection  Extinction Customers are selecting like natural selection Due to natural selection, all dinosaurs went extinct :: birds are only relatives to survive Social media selection in gaming industry will be more ruthless, faster
  8. 11. Extinction  Consolidation Selective processes will move away from top down conception, design and execution Selection will occur at earliest stages Control of game conception development and marketing will be bottom up Pressure will lead to consolidation
  9. 12. Birds
  10. 13. Adapting to change Gaming industry must adapt to change Complex environments provide many niches Gaming industry will exploit niches and diversify
  11. 14. Biological niches
  12. 15. Social media meet gaming Searches for online games steadily increased over the past several years Searches for games on Facebook has grown with the explosive growth of the social network
  13. 16. There are a multitude of games on Facebook
  14. 17. <ul><li>Click of a mouse: invite friends </li></ul><ul><li>Profile status updates recreates the village </li></ul><ul><li>Match up against others, not a machine </li></ul><ul><li>Social element takes games to new audiences </li></ul>Mafioso on Facebook
  15. 18. Howard Dean used web-games to teach democracy and increase interest in campaigns New audiences
  16. 19. US Army arcade-style games help with recruitment New audiences
  17. 20. Dept. of Treasury and Ad Council created a game to teach about importance of good credit New audiences
  18. 21. Kids use Sim City to design their ideal city for the Future City contest. New audiences
  19. 22. Elf Island, with Second Life-like functionality, empowers kids to benefit environmental causes New audiences
  20. 23. New applications equal new audiences Games are being used in new ways Games are not just entertainment This is introducing new audiences to games Bringing a social element will allow gaming to break out of bottlenecks to growth
  21. 24. Bottleneck to growth <ul><li>Limited business models </li></ul><ul><ul><ul><li>Pay to play </li></ul></ul></ul><ul><ul><ul><li>Hardware and software sales </li></ul></ul></ul><ul><li>Gaming as entertainment </li></ul><ul><li>Gamers as nerds or dropouts </li></ul><ul><li>Implementing social media models </li></ul><ul><ul><ul><li>Institutional inertia </li></ul></ul></ul><ul><ul><ul><li>Low value or misleading content (spam) </li></ul></ul></ul>
  22. 25. Game changers <ul><li>User created games </li></ul><ul><ul><ul><li>Kongregate, Facebook </li></ul></ul></ul><ul><li>User-created content </li></ul><ul><ul><ul><li>Spore </li></ul></ul></ul><ul><li>Bottom-up control </li></ul><ul><li>Portable profiles </li></ul><ul><li>Hardware obsolescence </li></ul><ul><li>Distributed computing </li></ul><ul><li>Mash-ups </li></ul>
  23. 26. Online is gaming on demand High-end equipment not needed for optimal gaming experience Multi-user platform with social gaming Promises ‘massive’ spectating with instant community on an epic scale Distributed computing
  24. 28. <ul><li>Augmented reality games will emerge into the real world through geocaching, such as Gowalla </li></ul><ul><li>Ubiquitous computing = everything is a gaming platform </li></ul><ul><li>Mash-ups: </li></ul><ul><ul><ul><li>Second Life + Google Maps + GPS </li></ul></ul></ul><ul><ul><ul><li>Walk or drive, find and identify friends via augmented reality systems </li></ul></ul></ul><ul><ul><ul><li>Look inside the shop before deciding to go in </li></ul></ul></ul>What’s coming?
  25. 30. Virtual world accessible on a cell phone Users create custom avatar, for a version of Tokyo’s Shibuya shopping district Companies pay $4,000 a month for ads on in-world billboards Players recruit friends, go on treasure hunts, attend sponsored events Chipuya Town
  26. 32. <ul><li>Create microgames </li></ul><ul><li>Crowdsourcing development and marketing </li></ul><ul><li>Games for everyday lift </li></ul><ul><ul><ul><li>Work (Employment screening) </li></ul></ul></ul><ul><ul><ul><li>Play (Improve your game) </li></ul></ul></ul><ul><ul><ul><li>Shop (Optimal instore experiences) </li></ul></ul></ul><ul><ul><ul><li>Drive (Safer and faster) </li></ul></ul></ul><ul><ul><ul><li>Health (Learn healthful lifestyles) </li></ul></ul></ul><ul><ul><ul><li>Think (Mind-mapping) </li></ul></ul></ul>New business models (Gaming niches)
  27. 33. The Gaming Economy Gaming is the communication Welcome to…
  28. 34. Tough challenges create exciting opportunities Where gaming and social media intersect, a gaming economy is emerging Gaming can be the currency of this economy Combined with social media, gaming will be the new paradigm for communication Gaming as communication
  29. 35. Contact <ul><li>[email_address] </li></ul><ul><li>919 573 6307 </li></ul><ul><li>Twitter: @rharris </li></ul><ul><li>LinkedIn: rogerharris </li></ul>