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Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
Games & gamification - Carolyn Miller
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Games & gamification - Carolyn Miller

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  • 1. Games & Gamification How and Where Gaming & Gamification Intersect; Putting Gamification to Work # Carolyn Handler Miller
  • 2. Gamification: What It Isn  How?: The application of gaming techniquesn  To what? To non- gaming endeavorsn  Why? To make them more engaging and successful
  • 3. Generally Used for Marketing, Promotion
  • 4. To Understand Gamification,You Must Understand Gaming
  • 5. Games: Date back to ancient timesn  Found in virtually every culturen  Not only for entertainmentn  Also served serious functions
  • 6. For example,A way to train people for hunting and warfare…
  • 7. Games contain the basic elements of drama n  Conflict: 2 sides fighting n  Obstacles & challenges n  Both sides seek a highly desirable goal (winning) n  Both sides seek to avoid an undesirable ending (losing)
  • 8. Games Are By Nature Interactiven  Impossible to be passive while playing a gamen  Must interact with other player and do things to overcome challenges
  • 9. Games also have: n  Clear cut rules n  A structure (beginning, middle, end) n  A defined playing space with boundaries (field, court, track) n  Systems of rewards and penalties
  • 10. Games Contain Elements Of Storytellingn  Stories provide: Ø  A context for the game (otherwise, would not make sense) Ø  A plot Ø  A setting Ø  Tension: what happens next Ø  A beginning, middle and ending (structural frame)
  • 11. Story Also Provides Characters
  • 12. Stories Also Provide a Clear Cut Goaln  It’s what main character or player wants mostn  But: obstacles and challenges must be overcome -- making it difficult to achieve the goal
  • 13. Video Game TechnologyProvides Additional Elements
  • 14. It ProvidesThe Game World and Gameplay n  Inserts player into fictional, immersive environment n  Gives player things to do there and ways to interact n  Provides opposition so player is challenged n  Opposition can be: Ø  Non player characters (NPCs) Ø  Physical challenges Ø  Puzzles
  • 15. Gameplay: A Very General Definition:n  It is what makes a game FUN and EXCITING…n  And… it is how players play a game
  • 16. Gameplay – Boiled Downn  It consists of the challenges you offer the playern  And the actions players can take to overcome the challengesn  Also involves: Ø  Victory conditions (how you win) Ø  Loss Conditions (how you lose)
  • 17. Types of Challenges….
  • 18. Physical challenges n  Tests players’ physical abilities (virtually or in real life) n  True physical challenges: typical of action games, (“twitch games”) Ø Calls for quick reflexes, physical coordination, speed, timing Ø Also calls for accuracy and precision
  • 19. Mental Challenges n  Internal: must acquire particular info during gameplay (visual clues; pieces of information) n  External: may require knowledge of things outside game (trivia facts, physics; how things work) n  Intellectual: May require solving of puzzles, pattern recognition, etc.
  • 20. Exploration as a challenge Exploration can be its own reward; a form of sightseeing But as a form of gameplay, requires: Ø  Navigation and spatial awareness – not getting lost Ø  Finding ways to get past barriers Ø  Avoiding falling into traps
  • 21. Stress as a Factorin Overcoming Challenges n  Stress can add excitement, make game more challenging n  Ways to increase stress: Ø  Time pressure: make player to overcome challenge within specific time frame Ø  Multitasking: make player deal with several challenges at once Ø  Maximum stress: combine time pressure and multitasking
  • 22. Actions: How the Player Deals With Challenges
  • 23. Actions:How Player Response to Challenges n  The actions are the player’s “verb set” Ø Specifically, what player can DO (walk, run, shoot) Ø  Game must offer player sufficient actions to overcome each type of challenge in game
  • 24. Also Important:Rewards and Penalties…
  • 25. Rewards and Penaltiesn  Act as incentives, motivatorsn  Provide feedback on player’s successn  Best when sprinkled throughout gamen  Should be in keeping with fictional gameworld!
  • 26. Rewards Include: Ø  Material objects Ø  Money Ø  Receiving praise Ø  Unlocking a barrier Ø  Moving up in rank or status Ø  Increased powers Ø  Rise in score Ø  Moving up a level
  • 27. In Essence, Games AreExperienced as PLAY For the player, games are… n  Fun! n  Participatory n  Deeply Immersive n  Highly personal
  • 28. In Sum, To Be A Game, What is Needed:n  An experience that is perceived as PLAY – fun, excitingn  Requires active participation on part of player (interactive)n  Offers a meaningful role for playern  Contains an overall, highly desirable goaln  Contains obstacles and challenges that make the goal difficult to achieven  A structure and rulesn  Contains vivid charactersn  Offers rewards along the way (incentives)
  • 29. Which of These ElementsApplies to Gamification? n  Basically, all of them! Ø  Though obstacles and challenges might not be as intense Ø  Though characters may not play as large a role n  In addition: Ø  Often heavy use of the Internet, mobile devices Ø  And may be played out in real life environments
  • 30. Some Examples of Gamification…
  • 31. “Make Your Way to Rio” Campaign
  • 32. Purpose of the Campaign:n  To promote Chiquita foods (especially bananas)n  To promote the move, Rion  Target audience: families
  • 33. Goal For Players:To Win a Family Trip To Rio de Janeiro
  • 34. Website: Central Rolen  Had to register to playn  Received virtual passportn  People played as “Blu” – character from movie in search of loven  As Blu, you interacted with activities on website to advance towards sweepstakesn  Web activities for whole family: recipes, coloring pages, games
  • 35. Many Rewards Along Way n  Badges n  Coupons n  DVDs n  Ringtones n  A year’s supply of bananas
  • 36. Also, Promoted Through “Mommy” Websites n  Recruited mothers with websites, blogs about child raising n  Given promotional package to write about campaign: tickets to movie, Chiquita foods, stickers for kids, banana recipes for Mom n  Big role in spreading word
  • 37. Thus, The Campaign Used:n  Strong goaln  Rewardsn  Must actively participate (interactivity)n  A vivid charactern  Heavy use of Internetn  Rules (had to register, etc.)
  • 38. “Catch The Kid” Promotion
  • 39. A Campaign to Promote Tourism In New Mexico
  • 40. Built Around Famous Outlaw Billy the Kidn  Real person but long deadn  Lived in New Mexico (strong tie in to campaign)n  Conceit: Billy still alive, and you are a lawman and have to find his hideoutn  If you find him, you win $10,000
  • 41. Website: Played a Major Rolen  Families registered on site as “sheriffs posse” (lawmen)n  Got clues from website about locations to visitn  Locations: places important in Billy’s storyn  Be following clues, visiting sites, earned rewards Ø  Travel deals Ø  Meals Ø  Vacation giveaways
  • 42. Mobile Phones AlsoPlayed Important Role You collect clues by snapping photos of posters in game locations
  • 43. Thus, The Campaign Used:n  A vivid charactern  Strong goaln  A meaningful role for players (posse)n  Interactivity – needed to use smart phone to collect cluesn  Exploration as a challenge – had to find real placesn  Rewardsn  Heavy use of Internet; also mobilen  Rules (had to register, etc.)
  • 44. Fabergé Big Easter Egg Hunt London 2012
  • 45. Plays off the Idea of theEaster Bunny Hiding Eggs
  • 46. Over 200 Eggs Hidden All Over London -- 40 Days to Find
  • 47. Grand Prize:Golden Jubilee Egg By Fabergé
  • 48. Purpose:To Honor Queen’s Diamond Jubilee to Help 2 Charities
  • 49. Role of the Internet n  Zone maps showing where eggs are located n  Clues on Twitter, Facebook
  • 50. Smartphones Also Important n  Each egg has a code n  When find egg, text in code to special phone number n  Win an entry for each egg found n  Person with most entries equal the winner
  • 51. Thus, The Campaign Used:n  Strong goal: winning the eggn  A vivid character (sort of): the Jubilee eggn  Rewards along the way (win an “entry” with each egg found – nearer to grand prize)n  Interactivity – must use smart phone to collect cluesn  Exploration as a challenge – have to find eggsn  Use of Internet and smart phones – critical componentsn  Clear structure: start and ending times, specific tasks
  • 52. Thus, Concepts of Gaming & Gamification Tightly Interwoven Tn  Experienced as play n  Strong goal n  Challenges in obtaining goal n  Rewards as you play n  Interactive n  Vivid characters n  Rules and structure n  Use of digital media

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