Your SlideShare is downloading. ×
Sæt dit bibliotek på spil
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Sæt dit bibliotek på spil

1,310
views

Published on

Oplæg fra Netværksdagen "Game On" d. 13.9.11 …

Oplæg fra Netværksdagen "Game On" d. 13.9.11

SÆT DIT BIBLIOTEK PÅ SPIL

Simon Egenfeldt-Nielsen, PhD og Direktør for Serious Games Interactive. Simon Egenfeldt-Nielsen har i mange år beskæftige sig med computerspils læringspotentiel og mulighederne i game-baseret læring.
Hvordan kan vi, som biblioteker, gør brug af principperne i Gamification og få mere ”spil” i vores og brugernes hverdag?

Published in: Education

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,310
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
24
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • The cost to getloyality is decreasingwhereas the value of status and social and power is increasing. So itsbasiciallybecoming ’cheaper’ to getpeople
  • The potential is endless: Superbrugsen (tried all, fruitlovers, fair trader etc.), PostDanmark (int. Packages), Magazines (Royals, famous – got it all, found more stuff.. Go all the colletables
  • Transcript

    • 1. Gamification
      Serious Games: Press start to play
      Hovedbiblioteket, Aarhus 13th September ‘11
      Simon Egenfeldt-Nielsen, PhDCEO, founder Serious Games Interactive
      Selected productions Serious Games Interactive 2006-2011 ©
    • 2. My Background
      • MA Psychology
      • 3. PhD Games & learning
      • 4. Mixing industry & research
      Computer games
      • Global Conflicts-series
      • 5. Playing History-series
      • 6. +20 games for clients
      European Research projects: SIREN, PlayMancer, Vistra& GaLa
    • 7. Company background
      • Serious Games Interactive (SGI) was founded in 2006 in Copenhagen, Denmark.
      • 8. Covered in most major news outlets and won numerous awards.
      • 9. Develop serious games that combines playing, learning, communication and story-telling.
      • 10. We are a cross-disciplinary team of 18 people with strong roots in research.
      • 11. Range of different client: Amnesty, Unicef, Kaplan, WWF, The Danish National Museum, World bank, LEGO and European Schoolnet.
    • 12.
    • 13. What is serious games…
      ”A solution that use game mechanics and game technology for more than entertainment"
    • 14.
    • 15. What is gamification…
      ”Integrating game dynamics into a site, service, activity, community, content or campaign, in order to encourage a certain behavior, attitude or skill."
    • 16. What this is about…
    • 17. Serious games VS gamification
      Serious games are about developing new, finite and unique solutions based on game mechanics
      VS.
      Gamification about developing new structures and incentives around existing experience.
    • 18. Serious games VS gamification
      Product vs. meta
      Ex.: School - Learning games vs. incentive activity structures
      Ex.: Health - Rehabilitation game vs. weight-loss app
      Ex. Corporations - Onboarding game vs. customer service tool
    • 19. Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      Gamification in libraries
      How to get started?
    • 20. Game industry growing fast…
      EUR 15bn
      EUR 30bn
      EUR 75bn
      1990
      2000
      2010
    • 21. We invest 3 Billion hours every week in playing games
      Everyone…
    • 22. Source: Mr. Toledano
    • 23. Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      Gamification in libraries
      How to get started?
    • 24. The attention economy
      Gamification signals a greater shift…
      Fight for attention & relevance
      Need for engaged users
      Need for user permissions
      Getting more creative in user interaction
    • 25. The pre-history of gamification
      Coupon codes
      Virtual rewards
      Cash incentives
      Loyalty systems
      1900s
      2000s
      1980s
      1930s
    • 26. Cost and status
      Value
      Cost
      Source: Gabe Zichermann
    • 27. The power of computers…
      Listen…
      Read…
      View
      Doing & experiencing
      Representation –
      we can really only ‘show’ things
      Simulation –
      We can represent, track, interact and manipulate
    • 28. Why gamification now?
      • Digitalization & Virtualization constantly increasing.
      • 29. Tracking, feedback and reward structures easy to embed.
      • 30. Games are increasingly becoming omnipresent
    • Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      Gamification in libraries
      How to get started?
    • 31. What is gamification…
      ”Integrating game dynamics into a site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."
    • 32. Haven’t we seen this before?
      Sociology
      Behavioural theories
      Control theory
      Psychology
      Game theory
      Cybernetics
      Behavioural economics
      Behaviour change
    • 33. How gamification can work
      Active
      Challenge
      Win condition
      Rewards
      “A game is a pastime with formal and predefined set of rules for the progression of a game session, with built-in and quantitative definitions of success and failure.”
      - Jesper Juul
      Achievement
      Social status
    • 34. The key rewards (they overlap)…
      Status
      The most effective reward and it cost designers nothing. Taps into social nature of people.
      Access
      Powerful for progressing people and support status. Eg. VIP access to special areas or voting.
      Power
      Effective incentive comes in many shapes like kicking people, voting for changes etc.
      Both be virtual and material. Both can free or costly. Probably the least effective incentive.
      Stuff
    • 35. How gamification work
      Experience systems
      Rapid, frequent feedback
      Rewards for effort
      Uncertainty
      Short- and long-term goals
      Other people
      Source: Tom Chatfield [2010]
    • 36. When it works…
    • 37. Pitfalls
      • Everyone = no-one? It’s difficult to engage everyone - women, elderly, hip-hopper, casual, hardcore etc.
      • 38. Pseudo victory: Rewards are not achievements - it needs to be meaningful. Not just 'badgification or pointification'.
      • 39. Participation bandwidth: Need to be interesting and engaging enough to draw people away from something else.
      • 40. Unintended consequences: When you engineer behaviors you may make mistakes that leads to unforeseen results.
      • 41. Undermining intrinsic values: By providing external rewards for something that should be intrinsic you risk undermining inner drive.
    • Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      Gamification in libraries
      How to get started?
    • 42. Case: Eksperten.dk
    • 43. Case: British American Tobacco
    • 44. Case: Ribbon Hero
      4 months after release
      +100.000 Downloads
      +120.000 Challenges played
      Microsoft Office seen as innovative, interesting and cool.
      Source: Microsoft Office Lab through Gabe Zichermann
    • 45. Case: Speeding control
    • 46. Case: Nike+
    • 47. Case: Farmville
    • 48. Case: Car dash boards
    • 49. Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      Gamification in libraries
      How to get started?
    • 50. The library setting
      • Social web and community thinking meets gaming world based on ancient honed skills of knowledge seeking.
      • 51. Gamification is about enriching the fabric of libraries = using media for knowledge and pleasure.
      • 52. Consider four base principles status, power, access & virtual rewards
      • 53. Identify the different user groups and start thinking in funnels – how to maximise their experience towards desirable ends.
    • The relationship
      Status – achieved through core behaviour
      • Loaning books
      • 54. Attending events
      • 55. Participating in community & events
      • 56. Contributing to community
      Power –awardedbasedon status
      Access– awarded based on status
      • What titles to buy
      • 57. What events to hold
      • 58. Priority list on reservations
      • 59. First access to new books
      • 60. Special events
      • 61. Special openings hours
    • Thoughts experiment #1 - Feinschmeckers
      • They earn content subcategories ranking through what you read and demonstrate knowledge by taking quizzes & solving puzzles - potentially making your own to challenge other.
      They will be driven by becoming experts in a domain
    • 62. Thoughts experiment #2 – Loan sharks
      • They earn status by being very active and consume a lot of material which brings them status, and stronger means to get more of the books they want..
      They will be driven by getting many books and the ones they want.
    • 63. Unwanted behaviors
      Important to look out for design flaws like for example just lending books to get points.
    • 64. Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      Gamification in libraries
      How to get started?
    • 65. First steps…
      • Identify your target behavior change
      • 66. Create game challenges around those targets
      • 67. Create good feedback loops for rewarding right behavior
      • 68. Create status/achievement system for recognizing winners
      A creative process that requires understanding users, games and business..
    • 69. The Wrap-up
      It appears to be working
      We have always been doing this
      But its more triggy than it appears
      Now we have identified it’s more powerful.
      Bring the engagement to the product –
      not the other way around
    • 70. Contact details
      Serious Games Interactive
      www.seriousgames.dkwww.globalconflicts.eu
      www.playinghistory.eu
      Simon Egenfeldt-Nielsen
      www.egenfeldt.eu
      sen@seriousgames.dk