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Lowe Counsel Future Sign presentation, Life's a Game: the rise of the Game Layer

Lowe Counsel Future Sign presentation, Life's a Game: the rise of the Game Layer

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Counsel   Life Game Counsel Life Game Presentation Transcript

  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Life’s a GameThe Rise of the Game Layer May 2011
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Gamification: This year’s buzz word…THE INFLUENCE OF GAMING OVER THE LAST 20 YEARS HAS BEEN SIGNIFICANT, NOT ONLY AS A SOURCE OFINDIVIDUAL AND COMMUNAL ENTERTAINMENT BUT IT HAS ALSO AFFECTED THE WAY WE THINK, EXERCISE,LIVE OUR LIVES, INTERACT WITH EACH OTHER AND PERSUE OUR GOALS. HOTLY DEBATED AT SXSW, TED AND IN MULTIPLE FORUMS GAMIFICATION OR THE GAME LAYER IS UNAVOIDABLE IN 2011.“The last decade was the decade of social. The coming one will be the decade of games.” — Seth Priebatsch, Chief Ninja, SCVNGR
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011The Game has Changed•! GAMING USED TO BE THE PRESERVE OF TEENAGE BOYS IN THEIR BEDROOMS•! WITH THE PROLIFERATION OF PLATFORMS, THE CLOUD, AND THE HUGE ARRAY OF SOCIAL GAMES THIS IS NO LONGER THE CASE•! 55% OF ALL GAMERS IN THE U.S. ARE WOMEN, 53% OF FRAMVILLE PLAYERS ARE WOMEN AGED 25-44•! DURING 2010 THE AVERAGE FARMVILLE PALYER SPENT 68 MINUTES A DAY PLAYING!•! GAMING IS INFILTRATING ALL OUR LIVES “Nearly 62 million US internet users, or 27% of the online audience, will play social games at least once a month in 2011. That is a spectacular number considering that this form of gaming took off in earnest less than two years ago. By 2012, there will be 68.7 million social gamers in the US.” - www.emarketer.com
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Cultural Energies:SKIM CULTURE AND THE RISE OF INFOGRAPHICSFOMO: FEAR OF MISSING OUTSENSORY EXTRABRAND METHE DATA DIMENSION THE PERFECT STORM FOR GAMIFICATION TO TAKE OFF…
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Skim CultureINFORMATION OVERLOAD AND OUR GROWING ONLINE DEPENDENCE IS CHANGINGTHE WAY WE THINK ABOUT, PROCESS AND RETAIN INFORMATION.ALWAYS ON AND CONNECTED WE NO LONGER FEEL THE NEED OR HAVE THE TIMETO GATHER AND RETAIN INDEPTH KNOWLEDGE, IT’S ALL JUST A FEW CLICKS AWAY.THE ERA OF THE INSTANT EXPERT! IN A DISTRACTED/A.D.D WORLD WHERE TWEETS AND UPDATES ARE SUPERCEDING E-MAIL AS A PREFFRED WAY TO COMMUNICATE, WE NEED TO FIND EVER MORE INTERESTING WAYS TO KEEP OUR AUDIENCES’ UNDIVIDED ATTENTION.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Skim Culture - The Rise of Info GraphicsDATA VISUALIZATION HAS BECOME INCREDIBLY POWERFUL IN THE ‘DISTRACTED’ WORLD.WE ARE MOVING TO A MORE VISUAL BASED WAY OF SPREADING INFORMATION. MAKINGGAMING EVEN MORE APPEALING.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011F.O.M.O.THE FEAR OF MISSING OUT IS A VERY POWERFUL MOTIVATOR, ESPECIALY AMONGST DIGITAL NATIVES. NOTONLY A STATE OF MIND IT CAN ALSO TRIGGER PHYSICAL REACTIONS. SUFFERERS REPORT SWEATING, PACINGAND OBSESSIVE REFRESHING OF THEIR FEEDS!RELATIVE DESPERATION - BY CONSTANTLY COMPARING THEMSELVES WITH PEERS, TEENS IN PARTICULAR CANEXPERIENCE DISSATISFACTION WITH THEIR LIVES, BY THINKING EVERYONE’S HAVING A BETTER TIME AND/OR ISMORE POPULAR THAN THEY ARE.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Sensory ExtraIN A WORLD WHERE WE ARE SPENDING MORE TIME IN FRONT OF OUR SCREENS SKIMMINGTHROUGH INFORMATION THERE IS A POWERFUL DESIRE TO FEEL AND EXPERIENCE THENEW AND IMPACTFUL.WE ARE ALWAYS IN SEARCH OF THE PROVERBIAL NEW HIGH, WHETHER THAT BE A FISHPEDICURE OR HEADPHONES WITH MEGA-BASS. THINK OF HEIGHTENING SENSATIONS AND EXPERIENCES, THAT COMPLETELY TRANSPORT USERS. Range Rover Evoque interactive movie “being henry” intends to articulate metaphorically the various options available when customizing the car: http://helloevoque.Com/beinghenry/en-us/
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Brand meIN A MARKETING-LINGUAL AND CONNECTED WORLD, PEOPLE ARE MORE ANDMORE CONSCIOUS OF HOW THEY ARE PERCEIVED AND ARE THUS MORECAREFUL AND CALCULATED ABOUT WHAT THEY #, LIKE, POST… AND WHOTHEY FRIEND. The fancy.com and pinterest.com provides a space for users to catalog and store images of the products and brands they like. Another example is new york fast food restaurant 4food that encourages people to create their own burger combination, and then market it through social network and in-store displays, allowing others order your creation. Every time someone orders your creation you win 4food bucks.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011The Data DimensionWE NOW GENERATE AND INCREASINGLY HAVE ACCESS TO TERRABYTES OF PERSONAL DATAEACH YEAR.ALTHOUGH A IN ITS INFANCY IT IS PREDICTED THAT WE WILL ALL START USING THIS DATA TOSELF EVALUATE AND COMPARE OURSELVES TO THOSE AROUND US.THIS IS LIKELY TO CREATE AN ARENA FOR COMPETITIVENESS , WHETHER IT IS COLLATING ‘HOWMANY COUNTRIES I’VE VISITED’ OR PUBLISHING MY BEST RUNNING TIMES THROUGH NIKE+. THINK OF THE EFFECTIVENESS OF A SIMPLE PROGRESS BAR ON LINKEDIN TELLING USERS THAT WITH A FEW CLICKS THEIR PROFILE CAN BE CLOSER TO A 100% OR THE FEELINGS SPARKED BY A MAP SHOWCASING THE LOCATIONS YOU HAVE BEEN TO.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011My Data Life = My Empowered LifeSIMPLE APPS LIKE DAYTUM ALLOW US TO CREATE CATEGORIES, INPUTOUR DATA AND THEN SEE AND COMPARE PERFORMANCES ON VERYBASIC AND MUNDANE LIFE STATISTICS.GIVING US A BIRDS EYE VIEW OF OUR LIVES, POTENTIALLY FUELINGSELF IMPROVEMENT BUT ALSO RIVALRY! ALTHOUGH IMMEDIATE IMPLICATIONS MAY FEEL SUPERFICIAL, OUR INCREASING DATA TRAIL HAS THE POTENTIAL TO CHANGE NEARLY EVERY PART OF OUR LIVES, FROM OUR FINANCES TO EVEN OUR SEXUAL PERFORMANCE!
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Game Dynamics
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Motivate and change behaviorTHE GAME LAYER IS NOT ABOUT CREATING FAKE NEEDS AND DESIRES, BUT FINDING ANDCONNECTING TO THE ONES THAT ALREADY EXIST WITHIN THE USER.PLAYING GAMES ACTIVATES THE BODY’S NATURAL REWARD AND RESPONSE ENDORPHINS – ITIS ADDICTIVE AND EFFECTIVE IN CHANGING BEHAVIOR. Dan Pink at the RSA In his speech he points out that the so- popular carrot-and-stick method generally works for simple, straightforward tasks, but “when a task gets more complicated” and “requires some conceptual, creative thinking, those kind of motivators don’t work.”
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Let me entertain youAT THE MOST BASIC LEVEL PEOPLE WANT AND NEED TO BE ENTERTAINED.PARTICULARLY WHEN SO MUCH OF OUR TIME IS SCREEN-TIME.AND WITH OUR EVER REDUCING ATTENTION SPANS INTRODUCING A ‘GAME’ ELEMENTCAN HELP TO MAKE DULL TASKS MORE FUN. (LIKE YOUR MOTHER USED TO DO)
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Focus and self-improvementA GAME LAYER CAN HELP PEOPLE REMEMBER TO DO MORE OFWHAT THEY SHOULD BE DOING. AN APP FROM XEROX THAT HELPS DISCOVER AND ANALYZE DISTRACTIONS TO HELP BUSINESSES AND EMPLOYEES BE MORE PRODUCTIVE. A SPOON FULL OF SUGAR DOES MAKE THE MEDICINE GO DOWN EASIER…
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011SocialREFLECTING THE CHANGING NATURE OF GAMING AND THE INCREASING POWER OF SOCIALNETWORKS.MANY OF THE MOST POPULAR AND SUCCESSFUL ‘GAME LAYER’ CONCEPTS INVOLVE OR AREINHERENTLY SOCIAL…AND SHAREABLE
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Status, Status, StatusCONSPICUOUS CONSUMPTION MIGHT CURRENTLY BE A DIRTY WORD BUT STATUS REMAINS VERYIMPORTANT AND CENTRAL TO GAMING, PARTICULARLY WHEN CONNECTED WITH SOCIAL MEDIA.STATUS REMAINS A KEY BEHAVIOR / GAME MOTIVATOR. MANY OF THE MOST SUCCESSFUL REWARD/LOYALTY/LOCATION BASED GAMES RELY ON THE DESIRE OF THE PLAYER TO SHARE THEIR SKILLS,ACCOMPLISHMENTS OR ASSOCIATIONS WITH THEIR SOCIAL NETWORK.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Status: we’re all majoral candidates SOCIAL ONE-UPMANSHIP. IT’S IMPORTANT TO NOTE THAT STATUS IS A STRONGER MOTIVATOR THAN FINANCIAL REWARDS, JUST CHECK OUT FOURSQUARE!
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011The simple pleasures of lifeIT IS INTERESTING TO NOTE THAT MANY OF THE MOST SUCCESSFULGAMES HAVE THEMES THAT GAME DEVELOPERS WOULDTRADITIONALLY HAVE NEVER PREVIOUSLY CONSIDERED DUE TOTHEIR MUNDANE SUBJECT MATTER.FARMVILLE IS THE PERFECT EXAMPLE…
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Game On!!
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Bringing the game layer to life MOTIVATING ENTERTAIN CHALLENGE STATUS SOCIAL
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011The Fun TheoryVOLKSWAGENS THE FUN THEORY, IS BASED ON THE IDEA THAT THE EASIEST WAY TO CHANGEPEOPLE’S BEHAVIOR FOR THE BETTER IS TO MAKE IT FUN.FUN DRIVES THE AKNOWLEDGEMENT OF AN ISSUE AND THEN HELPS CHANGE THE BEHAVIOR. CLICK HERE TO SEE VIDEO.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Epic Win EPIC WIN REWARDS YOU FOR DOING THE CHORES YOU HATE DOING. CLICK HERE TO SEE VIDEO.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011The Witness – The first movie in the outernet‘THE WITNESS’ IS A INTERACTIVE MOVIE THAT COMBINES TECHNOLOGIES SEAMLESSLY TOPROVIDE A NEW KIND OF PARTICIPATORY GAME/ENTERTAINMENT EXPERIENCE. CLICK HERE TO SEE VIDEO.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Lynx StreamTHE LYNX STREAM COLLECTS EVERY VIDEO, PIC, TEXT, TWEET AND STATUSUPDATE YOU AND YOUR FRIENDS MAKE ON A NIGHT OUT AND TURNS IT INTOAN EXCLUSIVE ONLINE PAGE THAT YOU CAN THEN SHARE…OR NOT – DEPENDING ON HOW PUBLIC YOU WANT LAST NIGHTS FUN TO BE!JUST CREATE AN EVENT AND SELECT YOUR FRIENDS FROM YOURFACEBOOK OR YOUR PHONE AND SEND OUT THE INVITE. CLICK HERE TO SEE VIDEO.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011ChromaromaCHROMAROMA IS A GAME THAT SHOWS YOUR MOVEMENTS AND LOCATION AS YOU SWIPEYOUR OYSTER CARD IN AND OUT OF THE LONDON PUBLIC TRANSPORT SYSTEM.IT CONNECTS COMMUNITIES OF PEOPLE WHO CROSS PATHS AND ROUTES ON A REGULARBASIS, AND ENCOURAGES PEOPLE TO MAKE NEW JOURNEYS AND USE PUBLIC TRANSPORT INA DIFFERENT WAY BY EXPLORING NEW AREAS AND POTENTIALLY USING DIFFERENT MODES OFPUBLIC TRANSPORT. CLICK HERE TO SEE VIDEO.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Green GooseGREENGOOSE LETS YOU SET SIMPLE LIFESTYLE GOALS AND TRACK YOUR OWNPROGRESS AUTOMATICALLY WITH SENSORS. ALLOWING YOU TO EARN LIFESTYLEPOINTS THE MORE OFTEN YOU DO THINGS.SHARE OR EXCHANGE POINTS WITH OTHER APPLICATIONS, OR PARTNERS OFFERINGREWARDS - OR EVEN AN ALLOWANCE FOR KIDS.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011VAIL – Epic MixSIMPLY EXPLAINED: GET A PASS. HIT THE SLOPES.CAPTURE YOUR EXPERIENCE. CONNECT AND SHAREWITH YOUR FRIENDS.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Shop with your friendsGROUP BUYING MAY BE ALL THE RAGE VIA COMPANIES LIKE GROUPON BUTSHOPWITHYOURFRIENDS ADDS A NEW TWIST TO ONLINE SHOPPING BY MAKING IT SOCIAL.ALLOWING YOU TO HAVE A GROUP SHOPPING SESSION ONLINE. THE DUTCH STARTUP USES CO-BROWSING TECHNOLOGY TO SHARE THE SCREEN BETWEEN MULTIPLE SHOPPERS WHO CANPUT TOGETHER DIFFERENT PIECES AND DISCUSS THEIR CHOICES. THE IDEA IS TO SIMULATEONLINE THE REAL-WORLD EXPERIENCE OF A GROUP OF WOMEN SHOPPING TOGETHER.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Keeping a promiseREEBOK INTRODUCES THE ONLY RUNNING APP THAT WILL ACTUALLY MAKE YOU GETOUT AND RUN. BY USING GOOD OLD FASHIONED PEER PRESSURE. AS A PROMISE TOEVERYONE YOU KNOW IS MUCH HARDER TO BREAK THAN A PROMISE YOU MAKE ONLYTO YOURSELF, THE PROMISE KEEPER WILL MAKE SURE TO INFORM ALL YOUR FRIENDSABOUT WHAT YOU ARE UP TO. IT WILL PRAISE YOU WHEN YOU RUN AND WHEN YOUDONT... LETS JUST SAY THAT WE RECOMMEND THAT YOU KEEP YOUR PROMISES.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Macon Money: Play to boost local economyMACON MONEY IS A COMMUNITY-WIDE SOCIAL GAMEDESIGNED FOR THE RESIDENTS OF MACON, GEORGIA. USINGA NEW LOCAL CURRENCY WITH A FUN TWIST, THE GAMEBUILDS PERSON TO PERSON CONNECTIONS THROUGHOUTTHE COMMUNITY WHILE SUPPORTING LOCAL BUSINESSES.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011A world without oilWORLD WITHOUT OIL IS A SERIOUS GAME FOR THE PUBLIC GOOD. PEOPLE FROM ALL WALKSOF LIFE CAN CONTRIBUTE TO THE “COLLECTIVE IMAGINATION” TO CONFRONT A REAL-WORLDISSUE: TOUR UNBRIDLED THIRST FOR OIL.IT’S A MILESTONE IN THE QUEST TO USE GAMES AS DEMOCRATIC, COLLABORATIVEPLATFORMS FOR EXPLORING POSSIBLE FUTURES AND SPARKING FUTURE-CHANGING ACTION.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011GameSaveGAMESAVE IS A HACK-A-THON STYLE EVENT WHICH TAKES PLACE OVER THE COURSE OF 5WEEKS, DURING WHICH MULTIPLE TEAMS OF GAME DEVELOPERS AND EMERGENCY RELIEFPROFESSIONALS WILL EACH CREATE A COMPLETE GAME CONCEPT AND WORKING DEMOAIMED AT AN ASPECT OF DISASTER RELIEF. CLICK HERE TO SEE VIDEO.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011The Good Mogul YOU CAN "WORK" (CHECK-IN) AT ANY LOCATION YOU VISIT. THE MORE YOU CHECK-IN THE BETTER THE JOB YOU WILL HAVE AND THE MORE YOU WILL MAKE. EACH PLACE HAS A SHARE PRICE BASED ON FOURSQUARE, GOWALLA AND FACEBOOK CHECK-INS. THE MORE PEOPLE THAT CHECK-IN, THE MORE YOU MAKE. IF THE PLACE ISNT THAT POPULAR, YOU WILL LOSE MORE.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011HapifyHAPIFY IS AN IPHONE APP THAT ENABLES YOU TO REALLY SAVOR THETHINGS THAT MAKE YOU FEEL GOOD BY BUILDING A PERSONAL PROFILETO HELP LEARN ABOUT YOUR OWN HAPPINESS. WHEN YOU SHARE ALLTHIS WITH OTHERS, EVERYONE CAN DISCOVER EVEN GREATER HAPPINESSTHROUGH THE SUGGESTIONS AND INSPIRATION THE APP GENERATES. THE 1,500 USERS ALREADY SIGNED UP HAVE ALSO DETERMINED THAT THE HAPPIEST PLACE IN NYC IS THE FLATIRON DISTRICT AND 8 P.M. IS THE HAPPIEST TIME OF THE DAY.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Tidy StreetRESIDENTS ON A STREET IN BRIGHTON (UK) RECENTLY LAUNCHED A PROJECT WHERETHEY RECODED THEIR INDIVIDUAL HOMES ENERGY CONSUMPTION EACH DAY. THE PARTICIPANTS ELECTRICITY USAGE OVER THE PREVIOUS 24 HOURS WAS MARKED ON THE STREET; AND EACH WEEK PARTICIPANTS CAN CHOOSE TO ADD ANOTHER COMPARISON LINE THAT WILL SHOW HOW THEIR ELECTRICITY CONSUMPTION COMPARES TO ANOTHER REGION IN THE UK OR EVEN A DIFFERENT COUNTRY.
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Implications
  • LIFE’S A GAME LOWE COUNSEL LOWE & PARTNERS MAY 2011Implications for brands•! BE READY TO SEE PAST THE BUZZ AND THINK LONG TERM•! A GAME LAYER IS NOT JUST A WAY TO ENGAGE MORE EFFICIENTLY WITH CONSUMERS, BUT A CHANCE TO GET TO KNOW THEM BETTER. (THINK DATA COLLECTION AND A WINDOW TO UNDERSTANDING BEHAVIOR AND PREFERENCES WITHOUT DISRUPTING)•! ENGAGE ON EXISTING INTERESTS TO GENERATE SUSTAINABLE MOTIVATION•! F.O.MO. IS A POWERFUL FORCE, HOW CAN YOU USE IT TO ENGAGE AND MOTIVATE A DESIRED RESPONSE OR ACTION?•! WITH DIMINISHING ATTENTION SPANS, HOW CAN YOU ENGAGE PEOPLE WITH YOUR MESSAGE?•! UNDERSTAND THE POTENTIAL IMPACT ON SOCIAL RELATIONSHIPS. EMPOWER THEM…•! COMBINING REAL WORLD ACTIVITY WITH ONLINE IS A VERY EFFECTIVE WAY OF CREATING SOCIAL GAME EXPERIENCES, ESPECIALLY WHEN GEO-LOCATION IS AN ELEMENT•! ENTERTAINMENT CONTENT WILL INCREASINGLY HAVE ELEMENTS OF USER INTERACTION, HOW CAN YOU CREATE BRAND CONTENT THAT EMBRACES THIS?•! AND LAST BUT NOT LEAST, BE CONSCIOUS OF HOW POWERFUL AND ADDICTIVE GAME LAYERS CAN BE. HARNESS THE GOOD!