This presentation was made to the Creative Performance Exchange on 3 May 2011, a group of creative thinkers and business leaders. The focus was on how business and organizations can learn from game
This presentation was made to the Creative Performance Exchange on 3 May 2011, a group of creative thinkers and business leaders. The focus was on how business and organizations can learn from game awesomeness.
1. Game On! Marigo RaftopoulosDesigning for a playful future Strategic|Games|Lab
2. WARNING!THIS SESSION HAS BEEN GAMIFIED!
3. Level 1: Why games are epicLevel 2: Game structure & designLevel 3: Gamification 101Level 4: From engagement to immersion
4. Now - Let’s Play! This is your warm up Tutorial
5. What kind of player are you?Type 1: Type 2: Type 3: Type 4:I like to win points I like to solve I like to interact with I thrive onand achievements puzzles, dig around other players during competition, either(and receive and discover things games, especially in building orrewards and in a game. Building building things destroying things. Imrecognition for my characters and going together or going on in it for the sport, theefforts). I like to beat on an adventure quests. I love it when strategy, controllingthe game and my within a great game people share things things and readingopponents! story really keeps me in a game and form a moves. I play to win going. close bond. and gain power. Which statement best describes your usual style of playing games?
6. Bartle’s Player Types 1996 Type 4 Type 1 Type 3 Type 2What kind of player are you? Wear your “badge” with pride!
8. Game Instructions:• Form a team• A Scavenger Hunt in three sections• Find, name or do the activities in the time allowed• You must complete at least two activities from each section• The team with the highest score completed in the alloted time wins•Play nice!
9. Now, please enter... The Magic CircleHomo Ludens (Man the Player), Johan Huizinga 1938
10. What have we learned?• Well, we got to know each other a little better :P• Discussion: What did you feel while playing?• Game Genre: Scavenger hunt• Game Mechanic: Collecting, points, social exchanges• Game Dynamic: Leveling in 3 layers, progressively challenging• Gamification: Using a scavenger hunt to learn about game tools & flow
11. Game On!Level 1: Why games are epic
12. Humans are wired toplay• Survival• Race• Competition• Hunt• Battle• Social organisation• Counting
13. Wired to game• Dopamine release in mid-brain region motivation to acquire pleasure and rewards• Complicated at the hormonal level by testosterone and cortisol release when concentrating and competing• Decision making takes place elsewhere, in the prefrontal cortex• Wanting disassociated from
16. It’s all aboutengagement• Psychological, emotional and social power of games• Compelling, addictive and intrinsically rewarding• Disengagement is the fault of the designer - not the player
17. Digital natives are ournext gen leaders• An era from passive consumption to immersive experiences• Institutions that are ‘backward facing’ ignore the challenge of tomorrow
18. Leaders of a bravenew world• Pervasive• Augmented• Accessible• Realtime• Global• An era of increasing complexity and intractable problems• Require a different skill set
19. The GamerGeneration• 10,000 hours of gameplay by age 21*• 3 billion hours per week online• Mastery: leadership, collaboration, strategy, virtual teams• Higher order skill development• Expectations for immersive experiences *Jane McGonigal, Institute for the Future
20. Some perspective• Social games (eg. Facebook Top25) • 76m active daily users• World of Warcraft: • 12 million monthly subscriptions • WOW wiki second largest• Global games industry $60 billion• Forecast growth $70 billion 2015
21. Games tap into Flow• Autonomy*• Mastery• Purpose• However our institutions are designed for throughput and efficiency• Edward Castonova: We are seeing a mass exodus to virtual or synthetic worlds * Mihali C and Dan Pink
22. What can business learnfrom a game designer?• Creating possibility spaces (Structure & hierarchy)• Creating experiences (Processes & workflows)• Enabling participation (Systems & technology)• Facilitating community (Culture & values)• Requires a mind shift
23. Are you ready to level up?? Take the quiz...
24. Level 2: Game structure & design
25. Designing the player journey• Game Story - the soul of the game, the backbone of gameplay• Game System - software, interface, visual, audio• Game Mechanics - mechanisms or systems of incentives, feedback & rewards to govern or drive behavior towards predictive outcomes - help drive the journey, but is not the core experience• Game Dynamics - evolution and patterns over time to make gameplay more interesting and engaging. Balance skill and challenge to maintain player motivation• Game Theory - is a branch of mathematics!!
26. Game story: the narrative thread that binds eventstogether and drives the player forward towardscompletion of the game. Doug ChurchInteractive Storytelling: needs to define a significantpurpose, premise and quandaries in the story. It musthave an artistic quality. Andrew Glassner
27. Simple example of game http://www.youtube.com/ watch?v=Iz7ON4mp40Qstory: The Hero’s Journey
28. Fear and anger Taps into innate human fears
29. Imagery of death if you ignoreThe problem is now yours the challenge
30. Okay, now its personal Really personal!
31. Mythological monsters There is no escape
32. To do nothing makes you Imagery of being outcast weak & a coward
33. Heroes know what they have Imagery of a heavenly reward if to do - save the world you take on this mission
34. Psychological symbols of deepGreek mythology anyone? inner journeys & problem
35. Classic survival choices Flight or fight? Heroes fight!humans are hard wired for
36. Feedback loops keep you Yeah, girls too!going & keep you informed
37. You have an arsenal, toolkit & Choices, skills & strategy selection - you’re good to goreal-time info at your disposal
38. The better you play, the You need better gear to do amore challenging it gets better job, right?
39. Three key missions Keep it simple and personal
40. You are empowered. It’s all about YOU You are the Hero.
41. What gamers say about game story
42. Are you ready to level up?? Design a game pitch!
43. Game Pitch [e.g. a game for social good?]•The name of the game is __________________•The story is about ________________________•The target player is _______________________•Who will be solving the problem of _______________ Later we will gamify your pitch with...•Using secret game sauce of _______________, _________________ and ___________________.
44. Level 3: Gamification 101
45. What is Gamification?• Definition: a process of incorporating gameplay elements into non-gaming applications, products and services • improve user experience • build engagement • create customer loyalty• Designing the player journey• Gamification helps drive the journey but it’s not the core
46. Entry level gamificationis mostly extrinsic• Social• Experiences• Progression• Status & success• Currency & rewards• Scarcity• Design & interface• Multi dimensional
47. How do we use it?• Eight popular mechanics here• Select combinations wisely• Selection criteria based on: • who is your customer? • what is your objective? • what is your budget?• Gamification must be fit for purpose
48. Social• gaming as a social activity• friends as part of the shared experience• technique: sense of belonging• mechanic: add friends, sharing, like/dislike, chat
49. Experiences• gamify the everyday• setting goals• giving rewards• technique: need for recognition & accomplishment• mechanic: badges, tokens, trophies
50. Progression• progression points, tracking and feedback• feedback loops to prompt desired or target action• technique: stimulus response to feedback• mechanic: progress bar, points, prompts
51. Status & Success• leader boards and points to acknowledge desired actions and behaviors• stimulate competition and give recognition• technique: build status and success, appeal to ego• mechanics: leaderboards, exclusive membership levels and privileges, black/platinum/ gold cards
52. Currency & Rewards• incentives based on time or money• built on points or tokens to earn virtual currency• redeem virtual currency for virtual goods (in-game) or real world goods or services• technique: reward seeking motivation• mechanic: gold coins, real/ virtual currency
53. Create Scarcity• creating artificial economies to simulate scarcity in sought after virtual or real goods• technique: encouraging purchases based on prestige and feelings on ‘missing out’ on an offer• mechanic: creation of a rare/ scarce products, icons, symbols, sales promotions, creating perceptions of value
54. Design & Interface• creating the look and feel of a game without inherent gameplay elements• technique: create altered or renewed perceptions of existing products or services• mechanic: influence perceptions through look/feel, imagery and visual stimulations
55. Multi Dimensional• integrating cross-media functionality and interest• experience of the integration of film, music, games and merchandise• gamified smartphone applications & web services connected to real world activities e.g health and wellness• technique: creating utility and deeper social experiences• Mechanic: utility, free, status
56. Please use gamificationresponsibly• Cognitive limitations: • projection bias • neglect of probability • illusion of control • fear of losses • post purchase rationalisation• Visual & perceptive limitations: • selective attention bias • pattern-seeking bias
57. Are you ready to level up??“Gamify” your storyboard...
58. Game Pitch [e.g. a game for social good?]•The name of the game is __________________•The story is about ________________________•The target player is _______________________•Who will be solving the problem of _______________ Later we will gamify your pitch with...•Using secret game sauce of _______________, _________________ and ___________________.
59. Level 4: From engagement to immersion
60. Deep Dive into Flow:Immersive Game Play Immersion comes through intrinsic motivation, triggers and emotions Key game dynamics incorporate ‘flow’ which are more complex neurological drivers of behaviour * Meaning * Dynamic challenge * Mastery * Autonomy and control * Create and build * Surprise and discovery * Randomness and luck
61. Workplaces• Project management• Change management• Email management• Organization design• “The Target Game”• Balance of Hard Fun, Easy Fun, Serious Fun, People Fun (Nicole Lazzaro)
62. Schools• “WOW In Schools Campaign” USA - Leadership, Teamwork, Collaboration, Strategy, Economics• Mathletics & Spellodrome online• Handheld Learning initiative UK• Legacy of the failure of ‘edutainment’• Kids have high expectations of gameplay (& education has low production budgets)
63. Healthcare• Physical and cognitive therapy• Exercise and movement - Wii Fit, Kinect, Nike+, DanceGames & ExerGames to maintain motivation & focus• Assistive technologies and smart phone apps for medication tracking• “Mental Health Game”
64. Communities• Playful community “street” experiences• Community building• Games4Change Initiative• Institute for the Future: World Without Oil• NYPL Scavenger Hunt (reconnect with history, library books)• “Fun Theory”
65. Keep in mind• Don’t bolt on - holistic design process• A poor product/service/environment won’t be improved by gamification• Game design is emergent - start slowly, carefully. Iterate. (10%design/ 90% iteration)• Beware of unintended consequences• Design around intrinsic motivators - amplify meaning, autonomy, mastery• Focus on positive behaviors by making them more visible• Simplicity
66. Game pitch
67. My son’s teacher said to me: “Well, not everyone lives up to their potential...”I believe that we cannot afford to entertain such limiting belief systems
68. How will you extend your magic circle?
69. Thank you for playing ! Marigo Raftopoulos Mobile/Cell: +61 (0)412 183735 Skype: marigo.raftopoulos Twitter:@MarigoBlog: http://talesfromthecasbah.blogspot.com Web: www.strategicgameslab.com